Winners Spotlight
Want to give your work the best chance of success at Spikes Asia this year? You’ll need to know what great looks like.
Last year’s winning work was groundbreaking, bold and ready to drive the future of the industry. Here’s a look at some breakthrough pieces from Spikes Asia 2024.
‘The Taiwanese World of Warcraft’
Agency: Dentsu Creative Taiwan, Taipei City
Company: Activision Blizzard
Award: Gold Spike in Gaming
Objective: Reinvigorate interest in the World of Warcraft brand with Taiwanese gamers.
Impact: The video trended on YouTube within 24 hours, and new Taiwanese subscribers increased by more than 100%.
‘Vi Human Network Testing Network’
Agency: Ogilvy Mumbai
Company: Vodafone Idea Ltd.
Award: Gold Spike in Media
Objective: Improve network connectivity across Mumbai to change the perception of Vi among non-users and increase subscriptions.
Impact: Signal strength improved at over 500 locations and 37% increase in brand positivity.
‘Park o'Clock’
Agency: In-house (Seoul)
Company: Pluglink
Award: Bronze Spike in both Outdoor and Direct
Objective: Present an innovative solution that addressed the parking scarcity problem and improved brand awareness for a new player in an established market.
Impact: A 60% increase in brand awareness and search volume for Pluglink on NAVER (Korea's most popular search engine) grew by an average of 690% between December 2022 and February 2023.
‘The Air Drummer’
Agency: Wolf BKK, Bangkok
Company: Robinson Department Store
Award: Gold, Silver and Bronze Spikes in Film
Objective: Encourage customers to participate in the annual ‘Robinson Salestation’ sale.
Impact: Total sales increased by 13% vs last year's promotional period.
‘Answer Me’
Agency: Banana Balloon, Shenzhen
Company: Tencent Sustainable Social Value Organization
Award: Gold Spike in Film Craft and Entertainment – plus a Bronze Spike in Film
Objective: Produce a series of stories that promote and further SSV’s digital education efforts.
Impact: More than 8.7m views, free broadcasting by CCTV News and Weibo topic exposure of over 150 million.
‘I’m Dying Inside’
Agency: Howatson+Company, Sydney
Company: Modibodi
Award: Silver Spike in Social & Influencer
Objective: Increase engagement with Modibodi’s key growth audience, Gen Z.
Impact: Brand consideration among Gen Z grew 2.4 points, overall brand engagement increased 91.4% and web traffic increased 44%.
So what set this work apart? What exactly were Jurors looking for? We sat down with a number of them to find out.
“It broadened our perspective of what public relations could be”
Join Emily Poon, Jury President and President of Ogilvy Public Relations, Asia, and two of her fellow Jurors, Yuki Koda, Director at PR Consulting Dentsu, and Rebekah Bo Young Lee, Head of Digital and Integrated Solution at Edelman Korea, as they unpack the winning work.
“What problem are they trying to solve? What’s the research that’s driving the innovative thinking?”
Join Mandy Hou, Jury President and Chief Digital Officer at EssenceMediacom, and two of her fellow Jurors, Andrea Meredith, Chief Experience and Delivery Officer at Merkle Aotearoa, and Glen Dickson, Deputy Chief Creative Officer at CHEP, as they unpack the winning work.
“While diversity is a beautiful thing and gives you a rich veil to draw from, it can also be a challenge.”
Join Uday Mohan, Managing Director at Havas Media, Tanu Sinha, Head of Design at PepsiCo India and South Asia, and Lyndon Louis, Executive Creative Director at Brandcare Asia, as they discuss how the 2024 Indian winning work leveraged data and technology to target diverse demographics.
“Not relying on the big budget or excessive direction, they made fine details with great care including but not relying on visual effects.”
Join Mariko Fukuoka, Copywriter at Dentsu Inc., Nobuhiro Arai, Senior Creative Director at TBWA\HAKUHODO and Motonori Sugiyama, Executive Creative Director at AKQA, as they discuss how the 2024 Japanese winning work leveraged craft and nostalgia.
Explore more award-winning work
You can explore every piece of winning and shortlisted work from Spikes Asia 2024 on The Work. A collection of the region’s best creativity, designed to help you create better at this year’s Awards.
Ready to get started on your own submission?
Book a call with our Awards Experts today We can help with category suggestions, entry advice and any other questions you may have.