JWT took home awards for campaigns from Bangkok, Singapore, Pakistan and Australia at the inaugural Asia Pacific Effie awards, which recognized the most effective marketing communications work from across this high-growth region. “Clients want creative ideas that help define their brands – and deliver results. The awards our APAC network brought home are testament to the fact that JWT is delivering work that connects with consumers and matters to clients.” Tom Doctoroff, JWT APAC CEO.
JWT Sydney won a Silver for “Planning to make a plan is not a plan” for New South Wales Fire Services. To help the government counter the ‘she’ll be all right’ attitude held by many Australians who live in bush fire-prone areas, JWT created a campaign to motivate people to prepare for fire season by creating a survival plan ahead of time. The campaign, which ran on TV, print, billboard and online, dramatized the procrastinating conversations and juxtaposed complacent behaviour with a terrifying bush fire simultaneously surrounding them and destroying their homes – illustrating the danger they were wilfully ignoring to prioritize cleaning the car or surfing the net instead. The campaign triggered an emotional response so strong that it motivated the highest Bush Fire Survival Plan downloads and completions ever achieved in NSW by an astonishing margin and more gratifying still – the death toll that year was zero.
Walter, its agency based in Pakistan, also took home a Silver medal for its “Made for Cricket” campaign for Pepsi, the official sponsor of the Pakistan Cricket Team. The challenge was to come up with a campaign which strengthened the brand’s association with cricket ahead of the T20 World Cup 2012 in Sri Lanka, and set the brand apart in a market where many brands try to leverage the sport’s popularity.
A series of humorous TV spots showcased Pakistani cricket stars playing different sports other than cricket, including bowling, basketball and golf. Walter demonstrated how the country’s cricket stars would fare in other sports if they were to use the expertise and moves most associated with in those sports. The results were catastrophic and embarrassing in a funny way. This emphasized the fact that those players were made for cricket only and not anything else, exactly the same way as Pepsi was made for cricket. “Made for Cricket”, which earned PepsiCo’s “Best of the Best” Marketing Award in the Asia Pacific region also achieved the highest ever Awareness Index for any Pepsi ad in Pakistan – and most importantly, helped the brand exceed sales targets.
It won a Bronze Effie for its “Pasta Hut” campaign, which helped Pizza Hut demonstrate just how committed it was to pasta by changing something most brands would never dare to change : its name. Pizza Hut Singapore’s pasta menu, introduced in 2009, comprises more than 20% of its sales revenue. Still, for many Singaporean consumers, Pizza Hut is not top of mind when it comes to pasta. JWT and Pizza Hut wanted to target those consumers, spread the word about Pizza Hut’s newly expanded menu and get more pasta lovers in the door – a tough job in this crowded market, which has more restaurants than New York.
To kickstart the campaign, JWT ran a teaser campaign on Pasta Hut’s Facebook page, inviting fans to sign up for invites to a special secret event. JWT then helped Pizza Hut morph into a pasta restaurant by renaming its City Square Mall outlet ‘Pasta Hut’ and served nothing but pasta for a day at an invite-only event. Blogger outreach and an effective media campaign got people talking, but more importantly it got them in-store, eating and talking about how great pasta was. They then went home and shared it all online. Pasta Hut remained open for four more days, serving up 155 kilograms of pasta in just five days, converting many new customers; also increasing Pizza Hut’s social media reach by more than ten times, raising the brand’s profile.