June 2008
Publicis Singapore has bagged its first award in the category of Corporate Reputations, Image and Identity at this year’s Effie Singapore Awards, which saw fierce competition from 44 finalist nominations vying for the industry’s most coveted honours.
Organised by the Institute of Advertising, Singapore, Effie Singapore is one of the most prestigious accolades in the Singapore advertising fraternity that honours the industry’s most effective campaigns. At this year’s awards, a total of 90 submissions were considered for shortlisting.
Publicis Singapore, a constant finalist of the Effies since 2004, has been awarded Bronze for impressing the judging panel this year with its creative, effective strategies for the One° 15 Marina Club campaign. The distinctive, winning strategies were driven by Contagious Ideas, a global Publicis initiative to generate cutting-edge ideas in the advertising industry, through fostering bold and creative thinking among employees and clients.
When One° 15 Marina Club was launched, it faced stiff resistance from the market despite a considerably low membership fee. Publicis Singapore turned the situation around with a totally new direction, which involved discarding the investments the client had made on the previous campaign.
Publicis Singapore challenged the unstable market conditions and created anticipation before the launch by revealing the limited nature of offering of the club. For the launch campaign, Publicis Singapore emphasised the club’s exclusivity and lush facilities, and positioned it as Asia’s finest Marina Club. The imagery of black pearls used during the campaign symbolised One° 15 Marina Club’s rarity and appreciating value.
“It is truly an honour to have our work recognised amongst key industry leaders. At Publicis, we are constantly challenging ourselves to be better communicators for our clients. This is why we have recently launched Contagious Ideas globally. Contagious Ideas was established to encourage our team of passionate, creative individuals to boldly envision and create new ideas never explored before. This award is a testament to our passion for innovation as well as the effectiveness of our inspirational ideas,” said Thomas Neo, Chief Executive Officer, Publicis Singapore.
Print advertisements in the local dailies proved fitting to the approach and provided relevance to the target audience profile. Sponsored programmes and TVC spots were strategically placed in programme segments to lend synergy and reach the target audience effectively.
The results achieved were remarkable and translated into tangible returns for the client. The price of the club membership was elevated to a new record, which most fittingly acclaimed One° 15 Marina Club as the finest Marina Club in Asia.
The Contagious Ideas philosophy was also applied to the production of the Park Natura campaign, another shortlisted finalist at Effie Singapore 2008.
Through the campaign, Publicis Singapore successfully portrayed the exclusivity and splendour of Park Natura. The team’s approach achieved maximum exposure and interest among key audience, resulting in 80 per cent of the development being sold within the first three weeks of the launch.
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