WARC Prize for Asian Strategy

The smartest marketing strategy in Asia

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Case Study

Nike created buzz around its fastest running shoe, the Next%, to cut through the lifestyle clutter of the running shoe market in China and drive a halo effect across mass audiences.

Case Study

Adhesive brand Fevikwik used TV, digital and social media to drive behaviour change and increase brand scores on salience, likeability, and brand appeal in India.

Case Study

Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.

Case Study

Quick service restaurant brand McDonald's coupled the element of surprise with a smart multimedia strategy to drive mass awareness and trial in Hong Kong.

Case Study

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ rights with a special Out and Proud classifieds section in India.

Case Study

Scoot, the low-cost airline, championed its signature yellow brand colour and its fun, sassy spirit to build brand visibility and preference in Singapore.

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Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Case Study

Soft drink giant Coca-Cola used a home delivery service in a behaviour-changing sponsorship campaign for the ICC World Cup in India.

Case Study

Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.

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Telco Singtel took to trolling to boost take-up of its services in Singapore.

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Powdered drink brand Tang employed a TV, radio and digital strategy to target relaxed parents in order to rebuild perceived value and protect its user base in the Philippines.

Case Study

Matchmaking website Shaadi.com created an online wedding portal to attract earned media and build brand buzz and engagement during India's COVID-19 lockdown.

Case Study

McDonald's Malaysia targeted Gen Z with a social media campaign to reverse the Big Mac's long-term decline by increasing brand love and sales.

Case Study

Food delivery app Zomato ran a gamified, multi-channel campaign targeting young male cricket fans in India to drive sales, user acquisition, engagement and regional penetration.

Case Study

Electronics giant Samsung created an app to enable two-way communication between the deafblind and their caregivers and launched it in India using a digital campaign supported by cause advocates.

Case Study

Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.

Case Study

Toilet-cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.

Case Study

Hair care brand Pantene leveraged China's Singles' Day shopping event to get consumers' attention with their Breakup Salon brand experience.

Case Study

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

Case Study

Sports brand Nike created a livestream workout series on WeChat and TikTok to maintain a connection with customers and athletes as lockdown began in China.

Case Study

Fortis, the chain of hospitals, launched the first ever organ donor symbol to tackle the cultural taboo against organ donation in India.

Case Study

Banking brand United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.