2025 Winners

Case Summary

Savlon Made Handwashing a Household Revolution For Savlon, growth meant winning over kids to win over households. But kids hate being forced to obey. So, Savlon reframed handwashing from a mandatory chore to a cool cultural act. Partnering with rapper Emiway Bantai, Savlon turned the hip-hop hand-rub action into a viral handwashing cue. The campaign trended #1 on YouTube, amassed 80mn minutes of watch-time, inspired 26hrs of UGC, and earned media worth US$180k leading to a 23% jump in household penetration and an 18% sales spike for Savlon Handwash.

Case Summary

How can the 11th entrant in a well-established category overcome leading insurance BULLS? By shifting the focus from strong returns to flexibility, targeting Gen Flex—middle-aged Singaporeans seeking flexibility in everything, including investments. The challenge: making "flexibility" stand out in a category defined by investments and a market already saturated with "flexibility/adaptability" messaging. Viral "flexible cat" memes inspired FLEXI CAT – Income’s counterpoint to "bullish" stock market culture, emphasising the importance of flexibility in investments. Pitting its flexible cat AGAINST the category’s strongest bulls, Income outgrew the industry by 418%.

Case Summary

How to sell a geyser? On quick heating? On tech? On electricity savings? We disrupted the electrical appliance category with a FMCG promise. We positioned geysers on hair care. Got people to change their perfectly fine geysers. Seen as an impossibility by category experts. Sold a lot of geysers, in fact, a full 15.8% of the entire category within 2 months of launch. At less than 5% SOV. At an 18% premium over established brands. How? By simply showing the plight of the Iyer brothers and their tragic loss of head-weight!

Case Summary

~732Mn Indians. Disrespected. Intimidated. Excluded. Denied access to organised credit due to lack of documents. Piramal introduced a loan with fewer documents. We just needed to advertise the product, right? But the challenge? Too much residual baggage. What broke through? A human virtue our TG possessed in abundance - 'NEEYAT' (Character + Intent). The Results? Consideration increased by 190%. 1.8Mn people embraced the world of organised credit. Disbursals increased by 47%. Branch productivity increased by 49%. Disbursal to login ratio improved by 41%. Empanelled direct selling agents grew by 210%.

Case Summary

THE worst week of the Year. In the most dreaded airport in all of Asia. Every Filipino traveler hates NAIA, and Grab drivers avoid it. Especially during Christmas. Wait times usually increase during holiday peaks, but NAIA is the ONLY airport where it can take more than 1.5hours for Grab drivers to pick up passengers after accepting bookings. This is a story of how Grab seized the worst possible customer experience, and transformed it into a source of delight for customers and drivers.

Case Summary

The "Sasa Food Feud" campaign revitalized Sasa Santan (coconut milk) by tapping into Indonesia's love for debate and the generational divide in cooking. By pitting two prominent food influencers – one young and one old – against each other, we showcased Sasa Santan as a versatile ingredient for both traditional and modern dishes. The campaign achieved its objectives of increasing brand usage among young consumers while driving business growth. Results included increased value share, massive sales growth, and measurable penetration into younger demographics, proving Sasa Santan’s relevance across diverse culinary preferences.

Case Summary

KFLY exemplifies community-driven marketing excellence. The QSR category was using deep discounts to bring customers onto their apps, but seeing this as unsustainable, KFC ditched the discounts and created a different type of value to woo Aussies. By transforming KFC's app into a global menu discovery platform, the campaign created an engaged community of fried chicken enthusiasts, dreaming about winning an international trip to pick up exotic KFC items. The strategy delivered remarkable results: 13.7% increase in app users and 27% growth in digital revenue.

Case Summary

2025 marks the 50th anniversary of McDonald’s Hong Kong. To celebrate 50 years of shared memories between McDonald’s and the people of Hong Kong, we identified the perfect device to stir nostalgia – the iconic Ronald McDonald Bench. We placed 50 benches at 50 symbolic locations across the city, turning each bench into a nostalgic "time machine" that launched a citywide gamified adventure. We invited Hong Kongers to discover these benches, unlocking prizes, learning fun brand facts, and celebrating cherished memories spanning five decades.

Case Summary

This is a Christmas tale about how – against the strongest of headwinds – Australia’s incumbent telco, Telstra, not only defended, but exceeded all its growth targets, achieving a 208% ($2.08) campaign ROI. All by adding a little Christmas spirit. We prove that making the shift from discrete, hard-hitting sales promotions to one fully integrated Christmas campaign is a powerful strategy for growth. This paper is a compelling case to add to the evidence that connecting emotional storytelling with generous, technology-enabled brand experiences magnifies the effects of sales promotions.

Case Summary

Vaseline proved that purpose is not a distraction, but in fact an effective lever of growth by activating its intertwined purpose and growth strategy: ‘Giving every body healthy skin’ for the under-served transgender community in Thailand. After two years of meticulous research and co-creation with the transgender community, Vaseline introduced a real-world solution, on-shelf across the country. As the first clinically-proven skincare product for transgender women, Vaseline Pro-Derma Transition Body Lotion successfully increased LGBTQ+ societal confidence, simultaneously boosting Brand Power & Meaningfulness, and driving record-high Value Share for the brand.

Case Summary

In 2023, ALDI tackled Australia's cost-of-living perma-crisis with ‘Good Different’ value, challenging competitor dominance. Instead of predictable category “ham wars”, ALDI’s Christmas campaign, ‘Go Big On The Little Things,’ celebrated the many little things that make Christmas special, proving that ALDI’s quality seasonal sides at everyday low-prices can help Aussies afford big Christmas value, whilst liberating them from their Christmas compromise deja vu.

Case Summary

Australian Lamb faced three challenges. A smaller brand vs Beef and Chicken, to get on Aussies plates, it had to get on their minds. Over-reliance on older ‘Boomers’, needing relevance with younger Australians. A premium priced protein, on the chopping block as Australians suffered a cost-of-living crisis. 'The Generation Gap’ had Aussies in raptures, ravenously devouring lamb. Volume sales leapt 18.9%, reaching Lamb’s highest volume share in five years. Spontaneous awareness hit a 7-year high and communications awareness hit a 9-year high. Brand affinity hit a decade-long high. In six weeks.

Case Summary

St. Jude’s powerfully demonstrated the importance of safe housing in cancer treatment, proving that medical care alone isn’t enough. ‘The Impossible Choice’, a 90-second film, shifted the focus from victim suffering to the caregiver’s dilemma. It achieved a 64% view-through rate, 2X higher than benchmarks. The result – St. Jude’s sheltered 4X more children and received donations that were 1.5X higher that the last seven year’s average. It earned USD 357,000 in media value, which was 12X the campaign budget.

Case Summary

How to sell a geyser? On quick heating? On tech? On electricity savings? We disrupted the electrical appliance category with a FMCG promise. We positioned geysers on hair care. Got people to change their perfectly fine geysers. Seen as an impossibility by category experts. Sold a lot of geysers, in fact, a full 15.8% of the entire category within 2 months of launch. At less than 5% SOV. At an 18% premium over established brands. How? By simply showing the plight of the Iyer brothers and their tragic loss of head-weight!

Case Summary

St. Jude’s powerfully demonstrated the importance of safe housing in cancer treatment, proving that medical care alone isn’t enough. ‘The Impossible Choice’, a 90-second film, shifted the focus from victim suffering to the caregiver’s dilemma. It achieved a 64% view-through rate, 2X higher than benchmarks. The result – St. Jude’s sheltered 4X more children and received donations that were 1.5X higher that the last seven year’s average. It earned USD 357,000 in media value, which was 12X the campaign budget.

Case Summary

Women in rural India face systemic financial exclusion, with over 80% lacking access to formal banking. ESAF addressed this by leveraging a culturally rooted habit—saving money in rice containers—to create the Dabba Savings Account, a simple yet powerful tool for financial inclusion. By transforming a familiar household item into a bridge to banking, ESAF reduced barriers like intimidation and low literacy. Through community gatherings and partnerships with local shopkeepers equipped with micro-ATMs, the initiative empowered women to save securely and access banking from the comfort of their homes.

Case Summary

Downunder, McDonald’s is the home of the Beef Burger. But with young Aussies reducing beef consumption and adopting flexitarian diets, Chicken is the future. For once, the boot was on the other foot, McDonald’s wasn’t ruling the roost. So this story is about how acting differently on Social unlocked $1,087,061 in earned media value, 100% positive sentiment, and a +6.7% sales uplift on McNuggets in only 3 weeks. How you ask? Well, by simply sparking a debate about the best McNugget shape.

Case Summary

$1 is a big number. For Vogel’s, it was the difference between unsustainable costs and profitability. But having tried and failed to increase prices before, their ability to maintain demand through another bigger increase was in doubt. In a declining category, we needed more people buying Vogel’s AND paying more for it. Cue four years of building pricing power, inspiring irrational loyalty, and creating loved ads. Achieving a complete reversal of fortunes, record high market share, a 12% increase in average monthly sales and EBIT increases of +$2M YoY.

Case Summary

This is the story of how Nescafé changed the beverage habits of an entire country. It realized that since it wasn’t possible to break the tea habit in India, it would have to create its own coffee-generation by winning over the only segment not (yet) drinking tea: late-teens. But these teens thought that coffee was “too strong” and something that “keeps you up all night”. Nescafé took a bold step–telling them to drink coffee for those exact reasons. Added more households in 7 years than the last 53 years: 12.9% penetration (2016-17) to 44.1% (2024).

Case Summary

Food Service marketing is a street fight for attention. Every second is a moment you could be eating BK. Years of implementing a low-value, low-margin strategy had eroded Burger King New Zealand. The business was hooked on short-termism, fighting every second for a sale with disjointed advertising and next to no brand assets. But a creative strategy of intentional ridiculousness resurrected the King, re-engaging their Gen Z target, and taking the business from $65m in debt to 3.5 years of record sales, and counting.

Case Summary

The Singapore Army has long battled stereotypes—regimented, restrictive, gruelling—making Gen Z recruitment challenging. Servicemen’s title, “Regulars”, only reinforces this. Knowing Gen Zs seek careers that match their interests and offer diverse, enriching experiences, we needed to uncover the truth: Army life is exactly that—a fulfilling and dynamic career for diverse talents to thrive in. The ironic “Regular” name became our chance to flip the script and redefine the Army, tackling stereotypes head-on with a new and bold brand platform that went beyond mere recruitment: “Anything but Regular”.