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2018 Tangrams winners announced at Spikes Asia

The 2018 Tangrams Effectiveness@Spikes awards winners have been announced at an Awards Show in Suntec, Singapore, bringing Day 1 of Spikes Asia to a close. The Tangrams are Asia Pacific’s foremost regional effectiveness and strategy awards showcasing the most effective brand communications from across the region.

From over 500 entries 92 awards were presented including 3 Platinum awards, 33 Gold, 28 Silver and 28 Bronze Awards. Evaluated by a jury of top client and agency professionals the entries were submitted from 16 countries with Indian companies leading the way, followed closely by China.

CHE Proximity Melbourne, Australia were recognised as Digital Strategy Agency of the Year and Effectiveness Agency of the Year with PHD Auckland, New Zealand awarded the Media Strategy Agency of the Year. The coveted Tangrams Network Agency of the Year was awarded to the Mindshare Network

The Effectiveness jury, led by David Porter, VP, Global Media, Unilever awarded 29 Tangrams including a Platinum 11 Gold, 8 Silver and 9 Bronze Awards. Speaking on the winners Porter said, “This was a challenging year for companies entering the Tangrams Media Effectiveness awards. Entries are getting stronger and are coming from a broad spectrum of markets and industries. The winning entries are a strong reminder in these days of digitisation and performance metrics, that success stems from a great idea, having a great story to tell. In the case of our Platinum Award winner, winning agency The Womb took a marketing brief and turned it into an incredibly successful product: Saregama Carvaan. It offers proof if you needed it that the largest agency groups do not have a monopoly on wisdom.”

Juliana Chu, Director of Digital and Analytics, Asia Pacific Region, Kimberly-Clark Asia Pacific Headquarters led the Data & Analytics jury to award a Platinum, 2 Gold, 5 Silver and 2 Bronze Tangrams. This jury also reviewed entries into the e-Commerce category recognising 5 Gold and 3 Silver Tangram Awards. Commenting on the results Chu said, “All the entries have demonstrated sophisticated uses of consumer data and insights to generate successful brand engagement and ecommerce conversion via better consumer targeting and content optimization.  Special credit goes to the “Billion point giveaway” project by Virgin Australia, which the panel has voted as the platinum award winner for its innovative social content and engagement effort based on an interesting piece of consumer insight”

From a shortlist of 42 entries the Digital Strategy jury, led by Ruth Stubbs, Global President, iProspect awarded 5 Gold, 7 Silver and 9 Bronze Tangrams.

Josephine Tan, Global Media Director, McDonald’s led the Media Strategy Jury, awarding a Platinum Tangram Award to Mindshare, Australia for their campaign ‘The Prison Rat That Stole No. 1’ along with 10 Gold, 5 Silver and 8 Bronze awards.

Following the Awards Show a dedicated two day effectiveness programme takes place throughout the Spikes Asia Festival, providing opportunities for attendees to hear from the biggest names in the industry. Shortlisted entry case studies will be presented, daily brand panels each morning along with an Inside the Jury session with Simon Cook, VP Creative Excellence, Cannes Lions, Wendy Hogan, CX & Marketing Strategy Director, APAC and Kaveri Khullar, Marketing Director, Mastercard Southeast Asia, Oracle Corporation.

For the full list of winners visit www.tangrams.asia or refer to the winner’s list below:

Effectiveness

CATEGORY AWARDED ENTRY TITLE AWARDEE Country CLIENT
Charities, Public Health & Safety and Public Awareness Messages Gold #MyRealCareerLine J. Walter Thompson Hong Kong Hong Kong The Women’s Foundation Hong Kong
Insights / Strategic Thinking Bronze #MyRealCareerLine J. Walter Thompson Hong Kong Hong Kong The Women’s Foundation Hong Kong
Small Budget Marketing Campaign Bronze Bench demonstrates the power of winning brand engagement TBWA\Santiago Mangada Puno Philippines Bench So In Love Eau De Toilette
Other Consumer Products Bronze Biti’s Reinventing the story of Vietnamese origin legend Redder Advertising Vietnam Vietnam Biti’s
Food Products Bronze Gift of Strength MediaCorp Singapore Singapore ENSURE
Financial Services, Commercial Public Services, Business Products & Services Gold Inconvenience Stores – Turning an everyday errand, into another reason to ride. CHE Proximity Australia Australia Swann Insurance
Insights / Strategic Thinking Silver Inconvenience Stores – Turning an everyday errand, into another reason to ride. CHE Proximity Australia Australia Swann Insurance
Integrated Marketing Campaign Bronze Inconvenience Stores – Turning an everyday errand, into another reason to ride. CHE Proximity Australia Australia Swann Insurance
Insights / Strategic Thinking Gold Let’s make viral products instead! The Womb Mumbai India Saregama Carvaan
Marketing Campaign for National Brand Development Gold Let’s make viral products instead! The Womb Mumbai India Saregama Carvaan
Other Consumer Products (Incl. Durable Goods) Gold Let’s make viral products instead! The Womb Mumbai India Saregama Carvaan
Non-Alcoholic Beverages Bronze Share a Coke, Share a Code McCann- Erickson Guangming China Coca-Cola
Sponsorship & Event Marketing Silver Snickers Air MediaCom Shanghai China Snickers
Food Products Silver Snickers Air MediaCom Shanghai China Snickers
Financial Services, Commercial Public Services, Business Products & Services Silver Tap Your Town McCann Sydney Australia Mastercard
Small Budget Marketing Campaign Silver The Lens to Her World UM Hong Kong Hong Kong Acuvue Define
Insights / Strategic Thinking Gold Touch Of Care Procter & Gamble Singapore Singapore P&G: Vicks
Marketing Campaign for National Brand Development Silver Touch Of Care Procter & Gamble Singapore Singapore P&G: Vicks
Sustained Success Bronze Tough is not Enough GTB Melbourne Australia Ford Ranger
Small Budget Marketing Campaign Bronze Valentine’s Joy for the Heartbroken McCann Worldgroup Philippines Philippines Jollibee
Branded Content Gold The Hearing Test In Disguise CHE Proximity Australia Australia Cochlear
Insights / Strategic Thinking Silver The Hearing Test in Disguise CHE Proximity Australia Australia Cochlear
Lifestyle Gold The Billion Point Giveaway CHE Proximity Australia Australia Velocity Frequent Flyer
Innovative Use of Media Gold The Billion Point Giveaway CHE Proximity Australia Australia Velocity Frequent Flyer
Integrated Marketing Campaign Gold The Billion Point Giveaway CHE Proximity Australia Australia Velocity Frequent Flyer
Food Products Silver Turning KFC into gamers’ playground Mindshare China China KFC
Small Budget Marketing Campaign Bronze Turning KFC into gamers’ playground Mindshare China China KFC
Other Consumer Products (Incl. Durable Goods) Gold Crushing the biggest shopping day on the planet Mindshare China China Uniqlo
  Platinum Let’s make viral products instead! The Womb Mumbai India Saregama Carvaan
  Effectiveness Agency of the Year   CHE Proximity Australia Australia  

 

Media Strategy

CATEGORY AWARDED ENTRY TITLE AWARDEE Country CLIENT
Alcoholic Beverages & Tobacco Silver DB: Beer Bottle Sand PHD New Zealand New Zealand DB Export
Integrated Use of Media Silver DB: Beer Bottle Sand PHD New Zealand New Zealand DB Export
Media Strategy for National Brand Development Silver DB: Beer Bottle Sand PHD New Zealand New Zealand DB Export
Integrated Use of Media Gold Huggies defies Cultural Tide with an embrace Mindshare Vietnam Vietnam Huggies
Publications & Media Gold Nayi Soch (New Thinking) Mindshare Mumbai India Star Plus
Media Innovation Bronze Rhythm of Love Wall ADK Taiwan Taiwan 7-ELEVEN Taiwan
Charities, Public Health & Safety and Public Awareness Messages Bronze Rhythm of Love Wall ADK Taiwan Taiwan 7-ELEVEN Taiwan
Sponsorship & Event Marketing Gold Sangobion Bloody Concert Ace Saatchi & Saatchi Philippines Sangobion IRON+
Integrated Use of Media Gold Skinny:  The best ‘Freekend’ Christmas ever! PHD New Zealand New Zealand Skinny Mobile NZ
Financial Services, Commercial Public Services, Business Products & Services Bronze Skinny:  The best ‘Freekend’ Christmas ever! PHD New Zealand New Zealand Skinny Mobile NZ
Pharmaceuticals, Beauty Products, Cosmetics & Toiletries Gold The Flixonase Allergy Monitor MediaCom Shanghai China Flixonase
Mobile Gold The Flixonase Allergy Monitor MediaCom Shanghai China Flixonase
Pharmaceuticals, Beauty Products, Cosmetics & Toiletries Gold The Hearing Test in Disguise CHE Proximity Australia Australia Cochlear
Branded Content Gold The Hearing Test in Disguise CHE Proximity Australia Australia Cochlear
Publications & Media Gold The Prison Rat That Stole No. 1 Mindshare Australia Australia Foxtel: Showcase
Social Gold The Prison Rat That Stole No. 1 Mindshare Australia Australia Foxtel: Showcase
Media Innovation Silver The Prison Rat That Stole No. 1 Mindshare Australia Australia Foxtel: Showcase
Lifestyle Bronze The Billion Point Giveaway CHE Proximity Australia Australia Velocity Frequent Flyer
Branded Content Bronze The Billion Point Giveaway CHE Proximity Australia Australia Velocity Frequent Flyer
Mobile Silver Turning KFC into gamers’ playground Mindshare China China KFC
Digital Media Bronze Turning KFC into gamers’ playground Mindshare China China KFC
Other Consumer Products (Incl. Durable Goods) Bronze Crushing the biggest shopping day on the planet Mindshare China China Uniqlo
Mobile Bronze Crushing the biggest shopping day on the planet Mindshare China China Uniqlo
  Platinum The Prison Rat That Stole No. 1 Mindshare Australia Australia Foxtel: Showcase
  Media Strategy Agency of the Year   PHD New Zealand New Zealand  

 

Digital Strategy

CATEGORY AWARDED ENTRY TITLE AWARDEE Country CLIENT
Other Digital Solutions Bronze Rhythm of Love Wall ADK Taiwan Taiwan 7-ELEVEN Taiwan
Mobile (incl. Apps) Silver The Flixonase Allergy Monitor MediaCom Shanghai China Flixonase
Pharmaceuticals, Beauty Products, Cosmetics & Toiletries Gold The Hearing Test in Disguise CHE Proximity Australia Australia Cochlear
Website & Microsites Gold The Hearing Test in Disguise CHE Proximity Australia Australia Cochlear
Video Gold The Hearing Test in Disguise CHE Proximity Australia Australia Cochlear
Digitally Integrated Campaign Silver The Hearing Test in Disguise CHE Proximity Australia Australia Cochlear
Charities, Public Health & Safety and Public Awareness Messages Bronze #PowerlessQueen WATConsult Mumbai India Project Nanhi Kali
Website & Microsites Bronze #PowerlessQueen WATConsult Mumbai India Project Nanhi Kali
Digital Innovation Bronze Genesis: Reading more than the weather PHD New Zealand New Zealand Genesis Energy
Mobile (incl. Apps) Bronze HBO’s Suicide Squad On WhatsApp FoxyMoron Media Solutions Mumbai India HBO India
Publications & Media Bronze Helping Newshub Win the Election PHD New Zealand New Zealand Newshub
Online Content (excl. Video Content) Silver Hong Kong Tourism Board – My Hong Kong Buddy DDB Group Hong Kong Hong Kong Tourism
Digitally Integrated Campaign Bronze Power to the Queens Mindshare China China Maybelline New York
Lifestyle Gold The Billion Point Giveaway CHE Proximity Australia Australia Velocity Frequent Flyer
Video Silver The Billion Point Giveaway CHE Proximity Australia Australia Velocity Frequent Flyer
Digitally Integrated Campaign Silver The Billion Point Giveaway CHE Proximity Australia Australia Velocity Frequent Flyer
Video Bronze The Taste That Grabs You FoxyMoron Media Solutions Mumbai India Heinz Tomato Ketchup
Food Products Silver Turning KFC into gamers’ playground Mindshare China China KFC
Mobile (incl. Apps) Silver Turning KFC into gamers’ playground Mindshare China China KFC
Other Consumer Products (Incl. Durable Goods) Gold Crushing the biggest shopping day on the planet Mindshare China China Uniqlo
Digitally Integrated Campaign Bronze Crushing the biggest shopping day on the planet Mindshare China China Uniqlo
  Digital Strategy Agency of the Year   CHE Proximity Australia Australia  

 

Data & Analytics

CATEGORY AWARDED ENTRY TITLE AWARDEE Country CLIENT
Response / Real Time Data Silver The Flixonase Allergy Monitor MediaCom Shanghai China Flixonase
Multiple Data Sourcing / Merging Gold The Hearing Test in Disguise CHE Proximity Australia Australia Cochlear
Data Storytelling Gold The Billion Point Giveaway CHE Proximity Australia Australia Velocity Frequent Flyer
Multiple Data Sourcing / Merging Silver Closing the online-to-offline data loop for Shell Fuels MediaCom Malaysia Malaysia Shell Fuels + BonusLink loyalty card
Response / Real Time Data Silver Crushing the biggest shopping day on the planet Mindshare China China Uniqlo
Innovative Use of Data Technology Silver HKJC Striding On With A.I Image Recognition PHD Hong Kong Hong Kong The Hong Kong Jockey Club
Response / Real Time Data Bronze How KFC used data to double down McGoliath Reprise Malaysia Malaysia KFC Malaysia
 Data Storytelling Silver Rexona’s Data-driven Drama, Resolves a Social Stench PHD Hong Kong Hong Kong Rexona Men
Multiple Data Sourcing / Merging Bronze Rexona’s Data-driven Drama, Resolves a Social Stench PHD Hong Kong Hong Kong Rexona Men
  Platinum The Billion Point Giveaway CHE Proximity Australia Australia Velocity Frequent Flyer

 

e-Commerce

CATEGORY AWARDED ENTRY TITLE AWARDEE Country CLIENT
Retail Gold Crushing the biggest shopping day on the planet Mindshare China China Uniqlo
Innovation Gold Crushing the biggest shopping day on the planet Mindshare China China Uniqlo
Data Silver Crushing the biggest shopping day on the planet Mindshare China China Uniqlo
Finance Silver Disrupting Traditional Loan with Online Loan Mindshare Hong Kong Hong Kong Welab
User Experience Gold M.A.C. Art of The Lip Possible Shanghai China M.A.C Cosmetics
Pharmaceuticals, Health & Beauty Silver M.A.C. Art of The Lip Possible Shanghai China M.A.C Cosmetics
Mobile & Apps Gold T STAR APP Taiwan Star Telecom Taiwan TAIWAN STAR TELECOM CO.,LTD.
Telecommunications Gold T Star Digitalization Solution – A Game Changer Taiwan Star Telecom Taiwan TAIWAN STAR TELECOM CO., LTD

 

Network Agency of the Year Mindshare

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