Campaign India Team
May 31, 2018

Tangrams Effectiveness and Strategy Awards: 18 shortlists for India

Entries from Mindshare (eight), The Womb (four), Foxymoron (two), WATConsult (two), Dentsu One and Isobar in the running

Tangrams Effectiveness and Strategy Awards: 18 shortlists for India
The organisers of the Spikes Asia have released the shortlist for the Tangrams effectiveness and strategy awards, which will be presented during the Spikes Asia festival in September in Singapore.

The shortlist has 167 entries across its five sections:

Indian entries account for 18 of the 167 shortlists.

Mindshare has eight of them followed by The Womb with four. Foxymoron and WATConsult have two each while Dentsu One and Isobar also have made the cut.

“Every year the quality of entries we see continue to inspire the jury," said Joe Pullos, Spikes Asia and Tangrams Festivals Director. "2018 is no exception. All entries were put through a rigorous first-round of evaluation by our industry jury over two weeks to determine the shortlist."

The shortlisted entries will again be reviewed and evaluated by the jury in the second round ahead of the final live judging in Singapore to determine the ultimate winners. : 

In addition to the Tangrams awards, Spikes Asia also includes Tangrams Effectiveness @ Spikes, a two-day conference programme. The Spikes Asia Festival of Creativity takes place from 26 to 28 September.:

The complete shortlists in each category follow.

DATA & ANALYTICS
Campaign title Advertiser Entrant company Country
ANALYTICS & INSIGHTS
DAA01. WEB ANALYTICS
Propensity to DJ Serato MBM New Zealand
DAA03. DATA MINING - AUDIENCE ASSOCIATION & CLUSTERING ANALYSIS
How KFC used data to win the burger wars KFC Society Malaysia
Crushing the biggest shopping day on the planet Uniqlo Mindshare China
STRATEGY & TECHNIQUE 
DAS01. AUDIENCE SEGMENTATION
Crushing the biggest shopping day on the planet Uniqlo Mindshare China
DAS02. RESPONSE / REAL TIME DATA
How KFC used data to double down McGoliath KFC Society  Malaysia
DAS03. DATA STORYTELLING
CEREBRO: The Video Recommendation & Personalisation Wizard Krispy Mindshare India
Exploring the Power of Emotion Huawei Explorers BBC World Singapore
Rexona's Data-driven Drama, Resolves a Social Stench Rexona Men PHD Hong Kong
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
DAS04. PERSONALISATION
3M Life Hacks 3M McCann Worldgroup Singapore
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
DAS06. MULTIPLE DATA SOURCING / MERGING
Closing the online-to-offline data loop for Shell Fuels Shell  MediaCom Malaysia
Lifebuoy First Line of Defence Lifebuoy Soap Mindshare Indonesia
The Hearing Test in Disguise Cochlear CHE Proximity Australia
Rexona's Data-driven Drama, Resolves a Social Stench Rexona Men PHD Hong Kong
USE OF DATA TECHNOLOGIES & TOOLS
DAU04. BUSINESS INTELLIGENCE
The Non-Human Data Scientist Vaseline Mindshare India  
DAU06. INNOVATION USE OF DATA TECHNOLOGY
HKJC Striding On With A.I Image Recognition   The Hong Kong Jockey Club PHD Hong Kong

 

DIGITAL STRATEGY
Campaign title Advertiser Entrant company Country
DSP03. FOOD PRODUCTS
Turning KFC into gamers' playground KFC Mindshare China
Kissan Tiffin Timetable Kissan Ketchup & Jam Mindshare India
DSP05. PHARMACEUTICALS, BEAUTY PRODUCTS, COSMETICS & TOILETRIES
The Hearing Test in Disguise Cochlear CHE Proximity Australia
DSP06. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS)
VANS: enhancing brand identity in the New VANS Accenture Singapore
Creating a new source of growth for Alienware Alienware MediaCom China
Crushing the biggest shopping day on the planet Uniqlo Mindshare China
DSP08. LIFESTYLE
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
DSP10. PUBLICATIONS & MEDIA
Helping Newshub Win the Election Newshub PHD New Zealand
DSP12. CHARITIES, PUBLIC HEALTH & SAFETY AND PUBLIC AWARENESS MESSAGES
#PowerlessQueen Project Nanhi Kali WATConsult India
DSS02. WEBSITES & MICROSITES
The Hearing Test in Disguise Cochlear CHE Proximity Australia
#PowerlessQueen Project Nanhi Kali WATConsult India
DSS03. MOBILE
The Golden McNuggets Heist McDonald's DDB Group Hong Kong
HBO's Suicide Squad On WhatsApp HBO India FoxyMoron Media Solutions India
The Flixonase Allergy Monitor Flixonase MediaCom China
Shell Helix Helped Malaysians Drive Back Home Safely By Utilizing Crowd-Sourced Data Shell Helix MediaCom Malaysia
Pepsi Sing Your Own Music Moment Pepsi Mindshare Vietnam
Turning KFC into gamers' playground KFC Mindshare China
Neutrogena Free Under the Sun Neutrogena UM China
Chocopie Summer 2017 Chocopie Wavemaker Vietnam
Watson's Thirst For Loyalty Watson's Water Wunderman China
DSS04. GAMING
The Golden McNugget Heist McDonald's DDB Group Hong Kong
DSS05. VIDEO
The Hearing Test in Disguise Cochlear CHE Proximity Australia
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
The Taste That Grabs You Heinz Tomato Ketchup FoxyMoron Media Solutions India
Stand Up Manulife J. Walter Thompson Philippines
#SelaluTauMusik - ABC OK Google Google Search App Lion Digital Indonesia
Axelerating AXE Positioning  AXE Deodorant Mindshare Indonesia
The Sunsilk Cheerkada Sunsilk Philippines Mindshare Philippines
Rexona's Data-driven Drama, Resolves a Social Stench Rexona Men PHD Hong Kong
DSS07. ONLINE CONTENT (EXCL. VIDEO CONTENT)
My Hong Kong Buddy Hong Kong Tourism Board DDB Group Hong Kong
DSS08. OTHER DIGITAL SOLUTIONS
Rhythm of Love Wall 7-Eleven ADK Taiwan
Pond’s Gains Ground by Train Pond’s Mindshare Indonesia
DSS09. DIGITAL INNOVATION
HKJC Striding On With A.I Image Recognition   The Hong Kong Jockey Club PHD Hong Kong
Genesis: Reading more than the weather Genesis Energy PHD New Zealand
Helping Newshub Win the Election Newshub PHD New Zealand
DSS10. DIGITALLY INTEGRATED CAMPAIGN
Adidas Sports Base: Innovative technology to create exciting experiences.  adidas Accenture Singapore
VANS: increasing customer experience through customisation and digital engagement VANS Accenture Singapore
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
The Hearing Test in Disguise Cochlear CHE Proximity Australia
Crushing the biggest shopping day on the planet Uniqlo Mindshare China
Power to the Queens Maybelline New York Mindshare China  
Iron Man Experience Hong Kong Disneyland Mindshare Hong Kong

 

ECOMMERCE
Campaign title Advertiser Entrant company Country
ECP01. RETAIL
Crushing the biggest shopping day on the planet Uniqlo Mindshare China
ECP02. FINANCE
Disrupting traditional loan with online loan  Welab Mindshare Hong Kong
ECP04. PHARMACEUTICALS, HEALTH & BEAUTY
M.A.C Art Of The Lip M.A.C Cosmetics Possible China
Power to the Queens Maybelline New York Mindshare China
ECP06. TELECOMMUNICATIONS
T Star Digitalization Solution – A Game Changer Taiwan Star Telecom Taiwan Star Telecom  Taiwan
ECP07. OTHERS
The X Dance Lee X-line McCann Worldgroup Hong Kong
ECS01. USER EXPERIENCE
M.A.C  Art of The Lip M.A.C Cosmetics Possible China
ECS02. INNOVATION
Crushing the biggest shopping day on the planet Uniqlo Mindshare China
ECS04. MOBILE & APPS
T Star App Taiwan Star Telecom Taiwan Star Telecom  Taiwan
Power to the Queens Maybelline New York Mindshare China
ECS05. DATA
3M Life Hacks 3M McCann Worldgroup Singapore
Crushing the biggest shopping day on the planet Uniqlo Mindshare China  
TRESemmé Runway Ready TRESemmé Mindshare Philippines

 

EFFECTIVENESS
Campaign title Advertiser Entrant company Country
EFP01. NON-ALCOHOLIC BEVERAGES
Share a Coke, Share a Code Coca-Cola McCann- Erickson Guangming China
EFP03. FOOD PRODUCTS
Royal Sweet Celebration: Surprise Taste Test Royal Ace Saatchi & Saatchi Philippines
Bring The Failed Dishes Back Knorr Dentsu One Taiwan
Grill Grill Cheese Mokjang Nadeuli McCann Worldgroup South Korea
Snickers Air Snickers MediaCom China
Gift Of Strength ENSURE MediaCorp Singapore
Turning KFC into gamers' playground KFC Mindshare China
Kissan Tiffin Time Table    Kissan Ketchup & Jam Mindshare India
EFP06. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS)
Milking data for all it's worth Similac, Ensure and PediaSure Dentsu Aegis Network Singapore
How Woke Millennials and Nokia Smartphones woke India up once again over Diwali to #UniteFor#Love Nokia Smartphones Dentsu One India
The X Dance Lee X-line McCann Worldgroup Hong Kong
Crushing the biggest shopping day on the planet Uniqlo Mindshare China
Biti's Hunter #theREDsnow - The National Shoes of Vietnamese People Biti's Redder Advertising Vietnam
Biti’s – Reinventing the story of Vietnamese origin legend: Sons of the Fairy and the Dragon Biti's Redder Advertising Vietnam
Let’s make viral products instead! Saregama Carvaan The Womb India
EFP08. LIFESTYLE
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
EFP09. FINANCIAL SERVICES, COMMERCIAL PUBLICI SERVICES, BUSINESS PRODUCTS & SERVICES
Inconvenience Stores – Turning an everyday errand, into another reason to ride. Swann Insurance CHE Proximity Australia
First Touch Tokio Marine Life Insurance Havas Singapore
Tap Your Town Mastercard McCann Australia
American Express Explore The Platinum - Card Member Acquisition American Express The Platinum Card Mindshare Hong Kong
Unitec In Action: Our Students Became Our Ad Agency Unitec  Republik New Zealand
We don’t take you for granted Taiwan Star Telecom Taiwan Star Telecom Taiwan
EFP12. CHARITIES, PUBLIC HEALTH & SAFETY AND PUBLIC AWARENESS MESSAGES
#MyRealCareerLine The Women's Foundation Hong Kong J. Walter Thompson Hong Kong
EFS01. INNOVATIVE USE OF MEDIA
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
EFS02. BRANDED CONTENT
The Hearing Test In Disguise Cochlear CHE Proximity Australia
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
EFS03. SPONSORSHIP & EVENT MARKETING
Snickers Air Snickers MediaCom China
EFS04. INSIGHTS / STRATEGIC THINKING
#MyRealCareerLine The Women's Foundation Hong Kong J. Walter Thompson Hong Kong
Touch Of Care P&G: Vicks Procter & Gamble Singapore Singapore
Inconvenience Stores – Turning an everyday errand, into another reason to ride. Swann Insurance CHE Proximity Australia
The Hearing Test in Disguise Cochlear CHE Proximity Australia
Let’s make viral products instead! Saregama Carvaan The Womb India
EFS05. SMALL BUDGET MARKETING CAMPAIGN
Inconvenience Stores – Turning an everyday errand, into another reason to ride. Swann Insurance CHE Proximity Australia
The Lens to Her World Acuvue Define IPG Mediabrands Hong Kong
The Blind Faith Upgrade Hotel Ramada Isobar India
Valentine's Joy for the Heartbroken Jollibee McCann Worldgroup Philippines
Lipton "MONDAY is FUNDAY" drove 3.5X SALES VOLUME UPLIFT Lipton Mindshare Vietnam
Turning KFC into gamers' playground KFC Mindshare China
Belo Essentials "Flawless for All" Belo Essentials (BB Body Cream) NuWorks Interactive Labs, Inc. Philippines
Biti's Hunter #theREDsnow - The National Shoes of Vietnamese People Biti's Hunter Redder Advertising Vietnam
Bench demonstrates the power of winning brand engagement Bench So In Love Eau De Toilette TBWA\Santiago Mangada Puno Philippines
Let’s make viral products instead! Saregama Carvaan The Womb India
LEGO For Innovative Girls  LEGO® Friends Wunderman Hong Kong Hong Kong
Lay’s Season Limited Sweet Potato Chip Engagement Campaign Lay's Wunderman Taiwan Taiwan
EFS07. MARKETING CAMPAIGN FOR NATIONAL BRAND DEVELOPMENT
Touch of Care VICKS Procter & Gamble Singapore
Let’s make viral products instead Saregama Carvaan The Womb India
EFP08. SUSTAINED SUCCESS  
Tough is Not Enough Ford Ranger GTB Australia
Unitec in Action: Our Students became our Agency Unitec Republik New Zealand
EFP09. INTEGRATED MARKETING CAMPAIGN
Inconvenience Stores – Turning an everyday errand into another reason to ride Swann Insurance CHE Proximity Australia  
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia

 

MEDIA STRATEGY
Campaign title Advertiser Entrant company Country
MS02. ALCOHOLIC BEVERAGES & TOBACCO
DB: Beer Bottle Sand DB Export PHD New Zealand
MSP04. HOME FURNISHING APPLIANCES, MAINTENANCE & HOUSEHOLD PRODUCTS
Hotel Highway Sleepdays Hakuhodo Japan
MSP05. PHARMACEUTICALS, BEAUTY PRODUCTS, COSMETICS & TOILETRIES
The Hearing Test in Disguise Cochlear CHE Proximity Australia
Rexona Waze Mobile Voice Pack Rexona Deodorant Lowe Inc. Philippines
The Flixonase Allergy Monitor Flixonase MediaCom China
Power to the Queens Maybelline New York Mindshare China
MSP06. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS)
Crushing the biggest shopping day on the planet Uniqlo Mindshare China
MSP08. LIFESTYLE
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
MSP09. FINANCIAL SERVICES, COMMERCIAL PUBLIC SERVICES, BUSINESS PRODUCTS & SERVICES
Skinny:  The best 'Freekend' Christmas ever! Skinny Mobile PHD New Zealand
MSP10. PUBLICATIONS & MEDIA
The Prison Rat that Stole No.1 Foxtel: Showcase Mindshare Australia
Nayi Soch (New Thinking) Star Plus Mindshare India
MSP12. CHARITIES, PUBLIC HEALTH & SAFETY AND PUBLIC AWARENESS MESSAGES
Rhythm of Love Wall 7-Eleven ADK Taiwan
MSS01. BRANDED CONTENT
The Hearing Test in Disguise Cochlear CHE Proximity Australia
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
Nicotex - I Can You Can Nicotex Mindshare India
Breaking the deafening silence – Mirinda Release the pressure Mirinda Mindshare India
MSS02. SPONSORSHIP & EVENT MARKETING
Sangobion Bloody Concert Sangobion IRON+ Ace Saatchi & Saatchi Philippines
Hotel Highway Sleepdays Hakuhodo Japan
Snickers Air Snickers MediaCom China
Got Next – Nike High Basketball League  Nike Mindshare  China
MSS03. DIGITAL MEDIA
The Hearing Test in Disguise Cochlear CHE Proximity Australia
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
Turning KFC into gamers' playground KFC Mindshare China
Rexona's Data-driven Drama, Resolves a Social Stench Rexona Men PHD Hong Kong
MSS04. MOBILE
Rexona Waze Mobile Voice Pack Rexona Deodorant Lowe Inc. Philippines
The Flixonase Allergy Monitor Flixonase MediaCom China
Turning KFC into gamers' playground KFC Mindshare China
Crushing the biggest shopping day on the planet Uniqlo Mindshare China
MSS05. SOCIAL
The Prison Rat That Stole No. 1 Foxtel: Showcase Mindshare Australia
MSS06. MEDIA INNOVATION
The Prison Rat That Stole No. 1 Foxtel: Showcase Mindshare Australia
Rhythm of Love Wall 7-Eleven ADK Taiwan
MSS07. INTEGRATED USE OF MEDIA
Rhythm of Love Wall 7-Eleven ADK Taiwan
The Billion Point Giveaway Velocity Frequent Flyer CHE Proximity Australia
Breaking the deafening silence – Mirinda Release the pressure Mirinda Mindshare India
Power to the Queens Maybelline New York Mindshare China
Huggies defies cultural tide with an embrace Huggies Mindshare Vietnam
DB: Beer Bottle Sand DB Export PHD New Zealand
Skinny:  The best 'Freekend' Christmas ever! Skinny Mobile NZ PHD New Zealand

 

 
 
 
Source:
Campaign India

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