The shortlist is out for the 2019 Tangrams Strategy & Effectiveness Awards, which will be presented at 6:30 pm Thursday on the Inspiration Stage at Spikes Asia at Suntech in Singapore.
The jury has shortlisted 135 entries, and the final round of judging will be conducted in Singapore during the festival this week.
The shortlisted entries break down as follows into the five award types:
- Effectiveness: 39
- Media Strategy: 33
- Digital Strategy: 33
- Data & Analytics: 20
- eCommerce: 10
Delegate passes to Spikes Asia are available at www.spikes.asia.
The complete shortlist:
| Category | Entrant company | Title | Product/Brand | Country |
| Data & Analytics | ||||
| Data Mining | AFFINITY | From the couch to the Coast: Shifting perception for unprecedented ROI | Tourism Central Coast | Australia |
| Audience Segmentation | BBDO Singapore Pte Ltd | AIA - The Healthy Living Kid's Conference | AIA | Singapore |
| Audience Segmentation | CHE Proximity | NRMA Safety Hub | NRMA | Australia |
| Audience Segmentation | AFFINITY | From the couch to the Coast: Shifting perception for unprecedented ROI | Tourism Central Coast | Australia |
| Response / Real-Time Data | GroupM Media India Private Limited (Mindshare) | The Adaptive Data Lighthouse | Lifebuoy | India |
| Response / Real-Time Data | iPropsect Hong Kong Ltd | Simply Cash - The Algorithm Agent | Standard Chartered Bank | Hong Kong S.A.R., China |
| Response / Real-Time Data | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Data Storytelling | BBDO China | A Revelation of Trends | Alibaba/Tmall | China |
| Data Storytelling | AFFINITY | From the couch to the Coast: Shifting perception for unprecedented ROI | Tourism Central Coast | Australia |
| Personalisation | iPropsect Hong Kong Ltd | Simply Cash - The Algorithm Agent | Standard Chartered Bank | Hong Kong S.A.R., China |
| Personalisation | BBDO Bangkok | Targeted Ads | JD Central | Thailand |
| Multiple Data Sourcing / Merging | GroupM Media India Private Limited (Mindshare) | The Adaptive Data Lighthouse | Lifebuoy | India |
| Multiple Data Sourcing / Merging | Mindshare | Otrivin - Cold and Flu Predictor | Otrivin | India |
| Analytics Innovation | BBC Global News Singapore | Connecting the Dots to Measure Marketing Impact | Singapore | |
| Analytics Innovation | GroupM Media India Private Limited (Mindshare) | The Adaptive Data Lighthouse | Lifebuoy | India |
| Customer Intelligence | AFFINITY | From the couch to the Coast: Shifting perception for unprecedented ROI | Tourism Central Coast | Australia |
| Customer Intelligence | iPropsect Hong Kong Ltd | Simply Cash - The Algorithm Agent | Standard Chartered Bank | Hong Kong S.A.R., China |
| Customer Intelligence | CHE Proximity | NRMA Safety Hub | NRMA | Australia |
| Innovative Use of Data Technology | GroupM Media India Private Limited (Mindshare) | The Adaptive Data Lighthouse | Lifebuoy | India |
| Innovative Use of Data Technology | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Digital Strategy | ||||
| Food & Beverages | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Consumer Electronics & Accessories | CHE Proximity | NRMA Safety Hub | NRMA | Australia |
| Entertainment, Lifetstyle & Recreation | AFFINITY | From the couch to the Coast: Shifting perception for unprecedented ROI | Tourism Central Coast | Australia |
| Consumer & B2B Services | Wunderman Thompson Singapore | HSBC Visa Platinum Credit Card Re-launch Campaign “Make Family Time More Fulfilling" | HSBC Singapore | Singapore |
| Consumer & B2B Services | TBWA\Santiago Mangada Puno | Game on for banking: Tapping the passions of fandoms through hypertargeting | RCBC My Wallet | Philippines |
| Charities, Public Services & Awareness Messages | TBWA\Singapore | The Unbeatables | Singapore Tourism Board | Singapore |
| Charities, Public Services & Awareness Messages | Ace Saatchi and Saatchi | Project Unfriend | Project Unfriend | Philippines |
| Charities, Public Services & Awareness Messages | Mindshare | Movement for Movement | Rexona | Indonesia |
| Search | WATConsult | Mind Your Language | Racold by Ariston Thermo | India |
| Website & Microsites | Apparent | VMware Cloud Website | VMware Cloud | Australia |
| Mobile | CHE Proximity | NRMA Safety Hub | NRMA | Australia |
| Mobile | Mindshare | Movement for Movement | Rexona | Indonesia |
| Mobile | Mindshare Philippines | DOMEX CERTIFIED CLEAN TOILETS | Domex | Philippines |
| Mobile | Mindshare China | Nike World Cup: Daring China’s teenage footballers to be the best! | Nike | China |
| Mobile | Mindshare China | Nike All-Star Weekend: Better than Broadcast | Nike | China |
| Mobile | Mindshare China | Influence the Influencer | Castrol | China |
| Mobile | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Gaming | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Video | BBDO Guerrero | SPAM® Recipeoke | SPAM® Brand | Philippines |
| Video | Ace Saatchi and Saatchi | Project Unfriend | Project Unfriend | Philippines |
| Video | TBWA Hong Kong | The Algorithm Agent | Standard Chartered Bank | Hong Kong S.A.R., China |
| Video | Mindshare China | Nike World Cup: Daring China’s teenage footballers to be the best! | Nike | China |
| Social / Influencers | BBDO Guerrero | SPAM® Recipeoke | SPAM® Brand | Philippines |
| Social / Influencers | Ace Saatchi and Saatchi | Project Unfriend | Project Unfriend | Philippines |
| Social / Influencers | Ace Saatchi & Saatchi | Sangobion Symptom Patrol | Sangobion IRON+ | Philippines |
| Digital Innovation | SVEN | The World's First Smart 1Question Job Interview Bot | Teleperformance Philippines | Philippines |
| Digital Innovation | MediaCom | Hitting the Bull’s-eye with V-Power Dynamic OOH | Shell V-Power | Malaysia |
| Digital Innovation | AFFINITY | From the couch to the Coast: Shifting perception for unprecedented ROI | Tourism Central Coast | Australia |
| Digital Innovation | Mindshare China | Nike All-Star Weekend: Better than Broadcast | Nike | China |
| Digitally Integrated Campaign | Wunderman Thompson Singapore | HSBC Visa Platinum Credit Card Re-launch Campaign “Make Family Time More Fulfilling" | HSBC Singapore | Singapore |
| Digitally Integrated Campaign | Mindshare | Movement for Movement | Rexona | Indonesia |
| Digitally Integrated Campaign | Mindshare | Data Driven Emotion Mapping | Clear Men | Vietnam |
| Digitally Integrated Campaign | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| eCommerce | ||||
| FMCG Retail Services | BBDO China | A Revelation of Trends | Alibaba/Tmall | China |
| FMCG Retail Services | Isobar China Group | KFC Christmas Pocket Store | KFC | China |
| FMCG Retail Services | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Consumer Electronics & Accessories | WATConsult | Mind Your Language | Racold by Ariston Thermo | India |
| User Experience | Isobar China Group | KFC Christmas Pocket Store | KFC | China |
| User Experience | Mindshare China | Nike All-Star Weekend: Better than Broadcast | Nike | China |
| User Experience | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Mobile & Apps | Isobar China Group | KFC Christmas Pocket Store | KFC | China |
| Mobile & Apps | Mindshare China | Nike All-Star Weekend: Better than Broadcast | Nike | China |
| Data | BBDO China | A Revelation of Trends | Alibaba/Tmall | China |
| Effectiveness | ||||
| Food & Beverages | Leo Burnett Group Manila | The McDelivery Pin | McDonald's | Philippines |
| Food & Beverages | I&S BBDO | Oyster Kanji Dictation | Hiroshima Oyster | Japan |
| Household Products & Services | Saatchi&Saatchi Shanghai | The Long Awaited First Touch | Pampers | China |
| Household Products & Services | BBDO INDIA PVT LTD. | #STANDBYTOUGHMOMS | ALL OUT | India |
| Pharmaceuticals, Beauty Products, Cosmetics & Toiletries | McCann Health Japan | Washable Book | Angfa | Japan |
| Pharmaceuticals, Beauty Products, Cosmetics & Toiletries | GroupM Media India Private Limited (Mindshare) | The Adaptive Data Lighthouse | Lifebuoy | India |
| Other FMCG | Clemenger BBDO (Melbourne) | Myer - Naughty or Nice Bauble | Myer | Australia |
| Entertainment, Lifestyle & Recreation | GREY WORLDWIDE | TESCO- UNFORGETTABLE BAG | TESCO | Malaysia |
| Consumer & B2B Services | TBWA Hong Kong | The Algorithm Agent | Standard Chartered Bank | Hong Kong S.A.R., China |
| Consumer & B2B Services | CHE Proximity | RACV Pet Insurance “Cover for their overconfidence” | RACV | Australia |
| Consumer & B2B Services | CHE Proximity | NRMA Safety Hub | NRMA | Australia |
| Innovative Use of Media | GREY WORLDWIDE | TESCO- UNFORGETTABLE BAG | TESCO | Malaysia |
| Innovative Use of Media | I&S BBDO | Oyster Kanji Dictation | Hiroshima Oyster | Japan |
| Innovative Use of Media | Leo Burnett Group Manila | The McDelivery Pin | McDonald's | Philippines |
| Innovative Use of Media | BBDO Bangkok | Targeted Ads | JD Central | Thailand |
| Innovative Use of Media | CHE Proximity | RACV Pet Insurance “Cover for their overconfidence” | RACV | Australia |
| Innovative Use of Media | whiteGREY | Rethinking Volvo Cars with Omtanke | Volvo Cars | Australia |
| Branded Content | I&S BBDO | Oyster Kanji Dictation | Hiroshima Oyster | Japan |
| Branded Content | CHE Proximity | RACV Pet Insurance “Cover for their overconfidence” | RACV | Australia |
| Sponsorship & Event Marketing | BBH CHINA | The Art of AI | China | |
| Sponsorship & Event Marketing | Storyteller Bangkok | WALK by Johnnie Walker | Diageo Moet Henessy Thailand | Thailand |
| Insights / Strategic Thinking | BBDO China | McDonald’s – A Tale of “Name Change” in Chinese New Year | McDonald’s | China |
| Insights / Strategic Thinking | BBDO INDIA PVT LTD. | #STANDBYTOUGHMOMS | ALL OUT | India |
| Insights / Strategic Thinking | I&S BBDO | Oyster Kanji Dictation | Hiroshima Oyster | Japan |
| Insights / Strategic Thinking | GroupM Media India Private Limited (Mindshare) | The Adaptive Data Lighthouse | Lifebuoy | India |
| Insights / Strategic Thinking | CHE Proximity | RACV Pet Insurance “Cover for their overconfidence” | RACV | Australia |
| Insights / Strategic Thinking | whiteGREY | Rethinking Volvo Cars with Omtanke | Volvo Cars | Australia |
| Insights / Strategic Thinking | CHE Proximity | NRMA Safety Hub | NRMA | Australia |
| Small Budget Marketing Campaign | Dentsu Shanghai | Care Label | GU Fashion | China |
| Small Budget Marketing Campaign | I&S BBDO | Oyster Kanji Dictation | Hiroshima Oyster | Japan |
| Small Budget Marketing Campaign | Leo Burnett Group Manila | The McDelivery Pin | McDonald's | Philippines |
| Small Budget Marketing Campaign | McCann Health Japan | Washable Book | Angfa | Japan |
| Marketing Campaign for National Brand Development | McCann Shanghai | Coca-Cola Faces of the City | Coca-Cola Coke | China |
| Marketing Campaign for National Brand Development | BBDO China | A Revelation of Trends | Alibaba/Tmall | China |
| Marketing Campaign for National Brand Development | GroupM Media India Private Limited (Mindshare) | The Adaptive Data Lighthouse | Lifebuoy | India |
| Marketing Campaign for National Brand Development | whiteGREY | Rethinking Volvo Cars with Omtanke | Volvo Cars | Australia |
| Marketing Campaign for National Brand Development | Clemenger BBDO (Melbourne) | Myer - Naughty or Nice Bauble | Myer | Australia |
| Sustained Success | Clemenger BBDO (Melbourne) | Overtaking the classics to become Australia's favourite beer | Great Northern | Australia |
| Integrated Marketing Campaign | Clemenger BBDO (Melbourne) | Myer - Naughty or Nice Bauble | Myer | Australia |
| Media Strategy | ||||
| Food & Beverages | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Household Products & Services | MediaCom | Brighter Homes, Brighter Kids | AkzoNobel - Dulux | China |
| Household Products & Services | Mindshare | Less Screen Time, More Play Time | OMO | Vietnam |
| Phamaceuticals, Beauty Products, Cosmetics & Toiletries | GroupM Media India Private Limited (Mindshare) | The Adaptive Data Lighthouse | Lifebuoy | India |
| Phamaceuticals, Beauty Products, Cosmetics & Toiletries | Initiative Philippines | Always Come Prepared | Durex | Philippines |
| Phamaceuticals, Beauty Products, Cosmetics & Toiletries | Mindshare China | JLG’s A.I. Baby Expert | JingLingGuan (JLG) | China |
| Entertainment, Lifestyle & Recreation | Mindshare | Monty: The World's First AI Predictive Commentator | Fox Cricket | Australia |
| Consumer & B2B Services | CHE Proximity | NRMA Safety Hub | NRMA | Australia |
| Charities, Public Services & Awareness Messages | BCF Dentsu | Men, you're not talking, so try ticking. | The Movember Foundation | New Zealand |
| Branded Content | Mindshare China | JLG’s A.I. Baby Expert | JingLingGuan (JLG) | China |
| Sponsorship & Event Marketing | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Digital Media | Mindshare | Monty: The World's First AI Predictive Commentator | Fox Cricket | Australia |
| Digital Media | TBWA Hong Kong | The Algorithm Agent | Standard Chartered Bank | Hong Kong S.A.R., China |
| Digital Media | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Mobile | GroupM Media India Private Limited (Mindshare) | The Adaptive Data Lighthouse | Lifebuoy | India |
| Mobile | CHE Proximity | NRMA Safety Hub | NRMA | Australia |
| Mobile | Mindshare Philippines | DOMEX CERTIFIED CLEAN TOILETS | Domex | Philippines |
| Mobile | Mindshare China | HsuFuChi Chinese New Year Memory Train | HsuFuChi | China |
| Mobile | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Social | Ace Saatchi and Saatchi | Project Unfriend | Project Unfriend | Philippines |
| Social | Ace Saatchi & Saatchi | Sangobion Symptom Patrol | Sangobion IRON+ | Philippines |
| Social | Initiative Philippines | Always Come Prepared | Durex | Philippines |
| Social | Mindshare China | Nescafe – From Tianyi With Love | Nestlé Smoovlatté | China |
| Media Innovation | GREY WORLDWIDE | TESCO- UNFORGETTABLE BAG | TESCO | Malaysia |
| Media Innovation | Mindshare | Monty: The World's First AI Predictive Commentator | Fox Cricket | Australia |
| Media Innovation | TBWA Hong Kong | The Algorithm Agent | Standard Chartered Bank | Hong Kong S.A.R., China |
| Media Innovation | Mindshare China | Colonel KI - The First Colonel to Conquer e-Sports | KFC | China |
| Integrated Use of Media | Mindshare | Ovaltine – Empower Kids’ Happy Exploration | Ovaltine | Vietnam |
| Small Budget Media Campaign | Ace Saatchi and Saatchi | Project Unfriend | Project Unfriend | Philippines |
| Small Budget Media Campaign | McCann Worldgroup Philippines | Break in Case of Life’s Little Emergencies | KitKat | Philippines |
| Small Budget Media Campaign | Mindshare China | JLG’s A.I. Baby Expert | JingLingGuan (JLG) | China |
| Media Strategy for National Brand Development | Initiative China | LEGO CITY: ARCTIC ADVENTURE | LEGO | China |
| Media Strategy for National Brand Development | GroupM Media India Private Limited (Mindshare) | The Adaptive Data Lighthouse | Lifebuoy | India |
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