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by Staff reporters
9-Mar-10, 12:32
LG, seeking a new way to establish its digital TV leadership in the Chinese market, partnered with state broadcaster CCTV to winning effect.
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| CASE STUDY: FreshLook Cosmetic Lenses uses Facebook to find ‘The Next Big...by Staff reporters 2-Mar-10, 12:40
Lens manufacturer, Ciba Vision Singapore, ventured into social media in an effort to build affinity with its core audience. The results were...
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| CASE STUDY: Getting Canberra back on the busesby Staff reporters 22-Feb-10, 17:45
Poor take-up of public transport in Australia's capital city, coupled with negative press, provided a challenge to bus operator Action and Grey...
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| CASE STUDY: Bringing countdown fever to Vietnam for the first timeby Staff reporters 9-Feb-10, 12:03
The New Year provided the ideal platform for Heineken to raise its profile in Vietnam by throwing the nation's biggest ever outdoor party.
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| CASE STUDY: Building engagement by sharing beauty tipsby By staff reporters 2-Feb-10, 10:49
To resonate with a twenty-something audience, Maybelline New York shifted its approach from glitzy celebrity-focused advertising to a contest...
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| CASE STUDY: Injecting new life into a discarded tarpby Staff reporters 26-Jan-10, 11:34
JAPAN - Acknowledging the wasteful element in outdoor advertising, Sony vowed to turn an old poster into something useful, even beautiful, that...
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| CASE STUDY: Putting healthy eating at the centre of healthy living in Singaporeby Staff reporters 19-Jan-10, 12:21
Subway set out to build on its credentials as the fast food chain of choice among the health conscious with the introduction of the Fresh Fit...
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| CASE STUDY: Re-branding the Mars Bar in a vote of confidence for Tasmanian...13-Jan-10, 11:26
Mars set out to revitalise its presence in Tasmania by putting its flagship brand firmly behind the regional football team.
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| CASE STUDY: Promoting Chilean wine in Chinaby Staff reporters 5-Jan-10, 11:22
Few people in China acknowledged Chile as a wine producing nation of any stature. The Chilean trade commission teamed up with Ogilvy Public...
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| CASE STUDY: Reaching a lost generation with a treasure huntby Staff reporters 15-Dec-09, 11:49
Yahoo set out to re-establish its position in the lives of young people in Singapore and Malaysia through a treasure hunt with a twist.
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| CASE STUDY: Helping Tiger stand out in Malaysia10-Dec-09, 09:40
Tiger Beer wanted to differentiate itself in the crowded Malaysian beer market. To make the brand stand out, its agencies organised a party for...
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| CASE STUDY: Uniting Thailand's plus-size ladies online8-Dec-09, 12:02
Recognising the limitations of traditional advertising, NatureGift engaged overweight women to use its products in a weight-loss programme and...
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| CASE STUDY: Using CSR to build Red Bull in Thailandby Staff reporters 1-Dec-09, 10:50
Red Bull used its high visibility in Thailand to initiate a CSR programme that would strengthen its standing in the market.
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| CASE STUDY: Improving skin condition and selling confidenceby Staff reporters 24-Nov-09, 11:20
Recognising that a clear complexion can help teenage girls to face the stresses and strains of the world, Johnson & Johnson went online to the...
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| CASE STUDY: Making Singapore a kinder placeby Staff reporters 17-Nov-09, 11:46
The Singapore Kindness Movement (SKM) needed a strong initiative to encourage spontaneous acts of kindness.
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| CASE STUDY: Using augmented reality to drive computer salesby Staff reporters 10-Nov-09, 12:50
Lenovo wanted to find a way to tap into the vast potential of China's student market. Rather than bamboozle its audience with dry technical...
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| CASE STUDY: Building a beer brand in the blogosphereby David Blecken 3-Nov-09, 11:41
Tiger Beer used consumer insight to repackage its product and generate excitement among influential endorsers in the online space.
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| CASE STUDY: Using social media to mobilise Hong Kong horror fansby Staff reporters 27-Oct-09, 10:31
A Hong Kong theme park called for public participation to refresh its Halloween party as the seasonal event entered its 9th year.
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| CASE STUDY: Using national pride to sell Malaysia's first homegrown MPVby Staff reporters 19-Oct-09, 17:08
Proton and McCann Erickson engaged the public to develop a name and identity for a new MPV in a difficult economic environment.
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| CASE STUDY: Simplifying communications to sell cough medicine in Koreaby Staff reporters 13-Oct-09, 11:17
To differentiate its brand of cough medicine in a saturated, nondescript market, Boehringer Ingelheim, a German pharmaceutical company, pared down...
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| CASE STUDY: Using social media to build StarHub's broadbandby Staff reporters 6-Oct-09, 12:01
StarHub used Facebook and a fast paced on- and offline competition to build excitement around the benefits of its broadband service.
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| CASE STUDY: BBH spreads the PaperCut virus5-Oct-09, 09:26
To promote an online application that would encourage computer users to save paper, BBH Asia-Pacific created a viral campaign around a fictional...
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| CASE STUDY: Intel and making an invisible product visibleby Staff reporters 29-Sep-09, 12:24
Intel tapped Singapore’s most influential tech and fashion bloggers to generate a profile for a visually uninspiring, but technologically...
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| CASE STUDY: Taking steps towards a (virtually) greener Hong Kongby Staff reporters 22-Sep-09, 11:01
Watsons Water sought to build its green credentials by encouraging consumers to plant seedlings and ultimately improve Hong Kong’s environment.
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| CASE STUDY: Bringing online access to the masses in the Philippinesby Staff reporters 15-Sep-09, 09:37
An initiative between Smart, a leading telco, and Tribal DDB drew an enthusiastic response from mobile-centric Filipinos.
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| CASE STUDY: Changing attitudes towards Aids among migrant workersby Staff reporters 9-Sep-09, 09:41
A Chinese anti-aids campaign raised awareness among workers and reduced discrimination against sufferers.
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| MCYS plugs couples into Facebook18-Jun-09, 16:10
In a bid to encourage young Singaporeans to get married, the Ministry of Community Development, Youth and Sports took their 'Beautifully...
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| Nokia searches for regional talentby Anita Davis 30-Oct-08, 16:47
When Nokia wanted to promote the versatility of its Nseries N82 handset among young Southeast Asian mobile users, it did so by organising and...
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| How Levi's won over Chinese youthby Anita Davis 4-Sep-08, 18:30
The clothing brand successfully attracted young consumers in Hong Kong and China with a stylish competition conducted via its innovative social...
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| Canon brings search to its adsby Staff Writer 30-May-08, 17:12
Last November Canon Hong Kong experimented with a campaign featuring a Yahoo! search bar in its offline ads.
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| Nike taps into the drama of danceby Anita Davis 30-May-08, 15:30
Nike Hong Kong sought to inspire women by filming a 25-minute film showcasing the passion, agony and natural drama of a dance competition. The...
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| The IOC, 'The lost ring'by Staff Writer 30-May-08, 11:12
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| McDonald's 'Cheer for China'by Staff Writer 30-May-08, 11:09
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| Visual searchby Staff Writer 29-May-08, 18:05
Visual search, such as the beta service at http://beta.searchme.com, has the potential to open up a new type of display advertising and move...
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| Baidu Brand Clubby Staff Writer 29-May-08, 18:04
Chinese search engine Baidu's efforts to attract more investment from overseas brands recently led to the launch of a service called Baidu Brand...
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| Case study - AXN Indiaby Staff Writer 29-May-08, 14:58
A campaign by Media2win for TV channel AXN India demonstrates how, used intelligently,SMS marketing does not have to be spam, but can be...
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| Virgin Holidaysby Staff Writer 1-May-08, 14:43
Virgin Holidays launched an email marketing campaign in the UK aimed at driving consumers to its website, increasing booking conversions,...
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| Intel Silicon Commanderby Staff Writer 1-May-08, 14:37
Email can be used within a broader campaign as well as a standalone eCRM tool. An example is the way it was used by Intel to promote Silicon...
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| Mobile showcaseby Staff Writer 1-May-08, 13:57
One of the reasons so many in the digital industry get excited about handsets as marketing tools is that they can be put to so many uses. Here are...
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| Case study - Orton Gillingham Centreby Jo Bowman 1-May-08, 13:00
What's remarkable about this campaign is not only what it achieved, but the fact that it was executed on a budget of less than US$3,000. Orton...
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| Vending machine delivers for Cokeby Anita Davis 1-May-08, 12:10
To promote the launch of Coke Zero, Coca-Cola Japan went viral via a YouTube campaign showing the exploits of quirky fictional hero Vending...
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| And the winner is...by Staff Writer 20-Mar-08, 12:27
One of the most effective ways to build an integrated campaign around digital is to use the web to host a competition or poll, and use other media...
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| Hewlett-Packard builds buzz onlineby Staff Writer 20-Mar-08, 12:20
A year after launching its global strategy 'The computer is personal again', Hewlett-Packard (HP) built on this platform via a youth-targeted...
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| Case study - Keyramby Staff Writer 20-Mar-08, 12:09
Keyram is a small producer of RAM devices that are inserted into computers to boost performance speed. Gamers playing complex online games need...
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| McDonald's 'shakes it' on Facebookby Anita Davis 20-Mar-08, 11:32
Expanding on its successful Shake Shake Fries campaign a year earlier, McDonald's developed an integrated media campain that included an...
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