Page 26 - AeM_July_2022

COMPANIES & CAMPAIGNS

Kantar reveals the most creatively

effective digital ads in Southeast Asia

boots. It is a great example of how brands can connect
across borders and cultures.

Heinz "KV Motion”, Instagram, Indonesia
Grand Winner - Digital Creative Awards SEA - Agency:
BBH India & Publicis Groupe Indonesia

Ad length advantage – communicating the brand and
message in a clever, effective and succinct way using
ad length to their advantage. Digital ads are often much
faster, tighter editing than is used for TV ads. “Heinz,
Perfect Match” ad from Indonesia, tightly but overtly
conveys its new variant message by simply sliding the
Kantar just revealed the most creatively effective new variant bottles into view in time with lively music.
digital ads in Southeast Asia from 2021 as part of
their Digital Creative Awards. Unilever, Tide "#FlexYOKCK”, TikTok, The Philippines
Grand Winner - Digital Creative Awards SEA - Agency:
Chosen from almost 300 digital ads tested using FUSE Omnicom Media Group
Kantar’s validated ad testing solutions, the Top 10 final-
ists and Grand Winners each: Reframing perspectives – cleverly using behaviour to
break category tropes and connect with empathy – all
• told compelling stories resonating with Asians at the same time. While using the song-dance format of
through pandemic lockdowns TikTok, the ad does it to recast a category code of cuff,
collar, sleeve cleaning in a new light. It is different in
• built their brands to drive sales and increase long- execution and an engaging jig from an unlikely and in-
term brand equity clusive cast.

• employed a range of different tactics to guarantee Kantar Singapore’s Head of Creative and Media Solu-
viewer connection. tions Pablo Gomez says that there were five “digital
sparks” that set apart the winning ads in 2021:
Grand Winners: the top 3 most creative and
effective digital advertising in Southeast Asia 1. Fluid content signatures – creating unique brand
content that transcends screens and can be used
Diageo, Johnnie Walker "JW, Love for the street”, across platforms.
YouTube, Thailand
Winner - Global Kantar Creative Effectiveness Awards 2. Demo 2.0 – using inventive ways to make the
& Grand Winner - Digital Creative Awards SEA - Agen- demo fun and real at the same time because there
cy: VIRTUE (Creative Lead) STORY TELLER is more than one way to deliver product news and
(Production Lead) not follow the prevalent trend on the platform.

3. Reframing perspectives – cleverly using behav-
Connecting cultures – recognizing, appreciating and
embracing local nuances while adhering to brand DNA. iour to break category tropes and connect with
At a time when global brands struggle with landing con- empathy – all at the same time.
tent effectively in Asian markets, this digital ad brings 4. Connecting cultures – recognizing, appreciating
strong roots in the Keep Walking theme, but in an ex- and embracing local nuances while adhering to
plicitly Thai context while retaining the story arc and brand DNA.
campaign proposition. It ends with a Keep Walking bar
sign, albeit with sneakers instead of old-school cowboy

26 July 2022: Search Marketing