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JWT INDIA & KIDSTUFF PROMOS AND EVENTS INDIA WIN THE TOSS, AND THE “BEST IN ASIA” PROMOTION MARKETING CAMPAIGN “TOSS KA BOSS”, FOR PEPSI INDIA

MALAYSIA (June 24th, 2005) -- Hot on the heels of winning the Best Promotion Marketing Campaign in the World, two years in a row, the Promotion Marketing Awards of Asia have wrapped up the 2005 Judging in Singapore. 19 Judges from 5 countries awarded the “Toss Ka Boss” Campaign for Pepsi India, Golds in the “Best Multi-Disciplined Campaign” Category and the “Best Sponsorship Tie-in Campaign” Category, as well as the “Best Campaign in India” and the “Best in Asia”.

This Campaign, together with all Gold, Silver and Bronze Winners now move to the next stage, representing Asia in the Marketing Agencies Worldwide Globes Programme, against the Best Promotion Marketing Campaigns from the USA, UK, Canada, South America, Europe and Australia. Last year and the year before, PMAA “Best in Asia” Winners won the coveted “Best in the World”, not bad for a Programme in its 5th year. Judges Quotes.

“It’s good to see that as this recognition programme matures, the general quality of the entries, and indeed the 'write-ups' of the entries improves. However, this year there was a lack of BIG ideas, nothing that really jumped out at us, as we have seen in previous years. Lots of me-too promotions, following fairly standard templates. This is a shame because we definitely see those ideas out there on the streets. Its encouraging that the most number of entries were received again for the multi-discipline category. Certainly the whole idea of '360 degrees integration' seems to be gaining acceptance as the standard for effective promotional campaigns - it's so much more than just an on-pack promotion or event” Anthony Pounds, 141 Worldwide, Director SE Asia, Chairman of the 2005 PMAA Judging and Zonal Director for Singapore.

“While there was some recycling of tried and tested concepts and promotional mechanics, it was good to come across cases which made you smile at their ingenuity and take note of the results. A couple of the ideas could translate easily across borders. Also, it did not seem to take big dollars to make the cut for some of the truly customised-for-target market submissions. I would urge the future submissions are more focused on objectives and relate achievements to targets, for the real worth of the effort and investment to come through” Soumitra Sen, Group Business Manager, Batteries & Braun, Gillette Asia Pacific, Singapore, and PMAA 2005 Judge.

“I found that more and more clients were including Promos as a strategic part of their brands plans rather than short-term tactics to increase sales”. R Lakshminarayanan, Director Mudra Group. India, and PMAA 2005 Judge.

The Pepsi India “Toss Ka Boss” Campaign.
After spirited debate amongst the Judges at this years judging of the Promotion Marketing Awards of Asia, held in Singapore, Pepsi India was awarded the Best Campaign in Asia for 2005.
The view of the Judges was that the Campaign clearly demonstrated issues faced by Agencies in needing to fresh Promotions to leverage ongoing sponsorships. In this case, Pepsi India, through two its Advertising and Promotion Agencies, Kidstuff Promos & Events and JWT India, needed to develop the 2004 Promotion which leverages Pepsi‘s Sponsorship of the Indian Cricket Team in the 2004 ICC Champions Trophy Match, played in England.

In India, where Cricket is a religion, there are over 450 brands associated with the sport creating considerable clutter and mixed messages. Almost every type of activity had been executed. A market leader campaign was needed. Something fresh unique, youthful and edgy by any measure.

The Agencies played on the fact that the Captain of the Indian Cricket Team, Sourav Ganguly, kept losing the toss of the coin to see who batted first. In One Day Cricket, the toss of the coin can more or less determine the Winner of the match by a Captain deciding to make the runs if the team has good batsmen, or chase runs if he has good bowlers. To make matters worse, Ganguly’s loss of the toss became a record in itself.

The Campaign played on this fact and created a multi level Promotion which accessed Cricket fans in India across Stores, Food outlets, Schools, the Internet, a travelling Roadshow and of course, Cinemas. Over 850,000 customers purchased multiple Promotion Pepsi bottles and the brand achieved the highest market share of any Cola in India.

The OGSM “Feel This” Campaign from Malaysia.
The OGSM “Feel This” Campaign won Golds for the “Most Innovative Idea or Concept” and the “Best Small Budget Campaign” as well as the “Best In Malaysia” and a finalist for the “Best in Asia”.

The Obstetrical and Gynecological Society of Malaysia (OGSM) through its Agency, Draft Thailand, launched a breast cancer awareness campaign to educate middle to lower socio-economic group women living in Malaysia’s urban areas, of the importance of self-breast examination. Many women did not know how to carry out a self examination or the physical signs they may find.

Self-breast examination is still talked about in hushed whispers and information is limited. Thus many breast lumps are only detected if and when a woman goes for an occasional check-up. In many cases the patient is diagnosed with breast cancer.

Draft arranged for hand-delivered envelopes to be sent to selected women in rural areas, asking them to simply “feel the envelope”. Envelopes contained a tiny bead the same size as a typical cancerous growth. The feeling of the bead the same size as a typical lump gave women a visual and sensory alarm on the pressing need for a self-breast exam. The Campaign secured a 56% response from women requesting more information, via a campaign hot line.

“We felt that this Promotion typified the essence of Promotion Marketing, a very simple to understand idea, simply conveyed, easily referable to others, and with a clear call to action. The bead in the envelope delivered an impelling message to women and to their husbands and families of the need to be aware that Breast Cancer can be treatable in its early stages. This concept also clearly conveyed the fact that big ideas need not be costly. A compelling “Message in an Envelope” said Mike Da Silva, PMAA Director and MAA Worldwide Globes Judge.

The Promotion Marketing Awards of Asia — The 2005 Winners.

BEST MULTI-DISCIPLINED PROMOTION CAMPAIGN.
GOLD. Draft Thailand for Pfizer. “PfizerSalsa Aerobics”.
SILVER. Kids Stuff Promos & Events India, for Pepsi. “Toss Ka Boss”
BRONZE. 141 Worldwide (China) for BAT. “BAT China F1 Grand Prix”.
BRONZE. Tequila Singapore for Pernod Ricard. “Chivas on the Wild Side”.

BEST SPONSORSHIP OR TIE-IN CAMPAIGN IN SPORT, MOVIES, MUSIC OR TOURISM.
GOLD. JWT India for Pepsi. “Toss Ka Boss”.
SILVER. Bates/141 Singapore for Asia Pacific Breweries. “Heineken Music”.
BRONZE. 141 Worldwide (China); BAT – BAT China F1 Grand Prix (B)
BRONZE. McCann Erickson Guanming, China for Coca Cola. “Coke Olympics Activation”.

BEST USE OF DIRECT MARKETING.
GOLD. Tequila Singapore for ESPN Star Sports. “Never Underestimate the Power of Sport”.
SILVER. Draft Malaysia for the Obstetrical & Gynecological Society of Malaysia. “Feel This”.
BRONZE. Grey Relationship Marketing for Shanghai Volkswagen. “Mysterious Invitation”.

MOST INNOVATIVE IDEA OR CONCEPT.
GOLD. Draft Malaysia for the Obstetrical & Gynecological Society of Malaysia. “Feel This”
SILVER. Draft Thailand for Unilever. “Axe Unlimited Academy”.
BRONZE. ARC Worldwide Malaysia for Malaysia Airlines. “Secret Note”.

BEST USE OF INTERACTIVE MEDIA.
GOLD. Draft Thailand for Unilever Thailand. “Axe Unlimited Academy”.
GOLD. Grey Relationship Marketing for Shanghai Volkswagen. “Mysterious Invitation”.
SILVER. Virtual Marketing for Varma Corporation. “www.vaastuthefilm.com”.

MOST EFFECTIVE LONG TERM MARKETING CAMPAIGN.
GOLD. Bates/ 141 Singapore for Asia Pacific Breweries. “Heineken Green Room Sessions”
SILVER. Fosters India for The F1 Grand Prix. “Foster’s Trackside”.
BRONZE. Euro RSCG 4D, China for American Standard. “The Refreshing Way to do the Toilet”.

BEST ACTIVITY GENERATING BRAND AWARENESS TRIAL RECRUITMENT.
GOLD. Lowe Thailand for Daimler Chrysler Mercedes Benz A Class. “Follow Your Own Star”.
SILVER. Ogilvy & Mather for DHL. “No One Knows Asia Pacific Like We Do”.
BRONZE. Bates Japan for BAT. “Lucky Strike: Evisu Jeans Brand”.

BEST ACTIVITY GENERATING BRAND VOLUME.
GOLD. Tequila Singapore for Pernod Ricard. “Chivas on the Wild Side”.
SILVER. Tequila Singapore for Pernod Ricard. “The Royal Salute Experience”.
BRONZE. Tequila Hong Kong for Heineken. “ITO Campaign”.

BEST ACTIVITY GENERATING BRAND LOYALTY.
GOLD. Bates/ 141 Singapore for Asia Pacific Breweries. “Heineken All Stars Programme”.
SILVER. Draft Thailand for Unilever. “Axe Unlimited Academy”.
BRONZE. Cheil Communications Korea for Samsung Electronics. “Samsung Mobile Super Concert”.
BRONZE. Tequila Singapore for Pan Pacific Hotel & Resorts. “Pan Pacific Privileges”.

BEST BUSINESS-TO-BUSINESS CAMPAIGN.
GOLD. Tequila Singapore for ESPN Star Sports. “Never Underestimate the Power of Sport”.
SILVER. 141 Singapore for Cisco Systems. “Cisco’s Self Defending Network Campaign”.
BRONZE. Tequila Singapore for Visa International. “Visa Smart Chip”.

BEST RETAIL ACCOUNT-SPECIFIC OR CHANNEL MARKETING ACTIVITY.
GOLD. Tequila Singapore for Pernod Ricard. “Chivas on the Wild Side”.
SILVER. Ogilvy Activation for Motorola. “The Superstar”.
BRONZE. 141 Singapore; for Nokia. “Vanity”.
BRONZE. Draft Indonesia for PT Unilever Indonesia. “Sarawangi Festive Season In-store Display”.

BEST DEALER OR SALES FORCE ACTIVITY.
GOLD. 141 Philippines for Nestle. “Magic Sarap Launch”.
SILVER. 141 Indochina for BAT. “BAT Dunhill AP Relaunch”

BEST BRAND-BUILDING CAMPAIGN.
GOLD. Draft Thailand for Pfizer. “Pfizer Salsa Aerobics”.
SILVER. East Marketing Group for LG Electronics. “LG Action Sports World Tour”.
BRONZE. JWT India for Pepsi Foods. “Quawaali”.

BEST CAUSE OR CHARITY MARKETING CAMPAIGN.
GOLD. Draft Indonesia for PT Unilever. “Rinso Kantong Kasih”.
SILVER. Bates Singapore for The Salvation Army. “2007 Spring/Summer Collection”.

BEST EVENT MARKETING CAMPAIGN.
GOLD. On Music Network for Samsung Electronics.”School Attack”.
SILVER. Euro RSCG China for Maxium China (Remy Martino). “Blind Dinner – Remy Martin Feel More”.
SILVER. Tourism Australia Singapore. “Celebrate Australia”.
BRONZE. 141 Worldwide (China) for BAT. “BAT China F1 Grand Prix”.

BEST SMALL BUDGET CAMPAIGN.
GOLD. Draft Malaysia for the Obstetrical & Gynecological Society of Malaysia. “Feel This”.
SILVER. ARC Worldwide for Malaysia Airlines. “Secret Note”.
SILVER. ARC Worldwide for Sunway Lagoon Resort. “Roll Over Santa”.
Other Awards.

BEST IN ASIA WINNER
Kids Stuff Promos & Events and JWT India for Pepsi. ”Toss Ka Boss”.

BEST IN SINGAPORE
Tequila Singapore for ESPN Star Sports. “Never Underestimate the Power of Sport”.

BEST IN HONG KONG
Tequila Hong Kong for Heineken Hong Kong. “Heineken Pulse”.

BEST IN CHINA
Grey Relationship Marketing for Shanghai Volkswagen. “Mysterious Invitation”.

BEST IN MALAYSIA
Draft Malaysia for the Obstetrical & Gynecological Society of Malaysia. “Feel This”

BEST IN THE PHILIPPINES
141 Philippines for Nestle. “Magic Sarap Launch”.

BEST IN INDONESIA
Draft Indonesia for PT Unilever. “Rinso Kantong Kasih”.

BEST IN JAPAN
Bates Japan for British American Tobacco. “Lucky Strike: Evisu Jeans Brand”.

BEST IN KOREA
On Music Network for Samsung Electronics.”School Attack”.

BEST IN THAILAND
Draft Thailand for Pfizer. “Pfizer Salsa Aerobics”.

BEST IN INDIA
Kids Stuff Promos & Events India for Pepsi. “Toss Ka Boss”
AND
JWT India for Pepsi Foods. “Toss Ka Boss”.

BEST IN INDOCHINA
141 Indochina for BAT. “BAT Dunhill AP Relaunch”

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For more information contact:
Mike Da Silva.
Director, Promotion Marketing Awards of Asia.
MAA Globes Judge.
mdasilva@mdsa.com.au
ph: 61 2 9953 9633
After hours: 61 2 9953 3321
Mobile: 0411 216 652