Posted: Mar 22, 2011
Brand Experience and Field Marketing Gold winners at Adfest
Asia’s Adfest, hosted this year in Phuket has awarded Gold status in its Promo Lotus category to two campaigns from Australia and one from China. Theses Awards operate like the Cannes Lions and cover all types of advertising and marketing. It was the first year that Promo was a category and it saw 200 entries including the Best at Adfest award which went to Uniqlo Lucky Line, a social media campaign created in Japan by Dentsu Inc. In this campaign you can join an amusing virtual queue for a chance of discounts at store – a simple tactic that nevertheless set Twitter records.
The gold winning brand experiences included a gold in Event and Field Marketing for The Marketing Store Sydney and Bundy Skycatch (promoting Bundeberg Rum), an eight seat skyhigh viewing platform that allowed competition winners to watch the footy match from high above their platform, together with a waiter and cheerleaders.
Unfortunatly there was no dunny on board, so heavy drinking of long Bundy cocktails during the match was not advisable!
Australia also won Gold for Cottee’s Beach Blaster by George Patterson Y&R. Empty bottles of cordial from the cordial company Cottee’s were converted into giant branded water cannons for kids (with a screw on promotional pump). Beach water fights were also hosted by the brand all around Australia.
In Shanghai, Supor Non Stick Pans were promoted by Leo Burnett by putting a roller and skateboard ramp inside a giant pan and having skaters dressed as food pull off crowd-pleasing stunts.
Videos about these promotions are below – though traditional field marketers may not agree with the assertion in the Cottee’s clip that running out of stock can only be seen as good thing!