Entropia have shown that, for such a young agency [having formed in 2016], digital innovation is flowing throughout the east.
The Drum Digital Trading Awards APAC, in association with the Trade Desk, took its first steps in Singapore this year and agency, Entropia have taken home eight awards.
For their work on Nippon Paint Malaysia, Entropia snapped up the grand prix, best video campaign, best cross platform and best branding campaign.
One of the judges of the Digital Trading Awards, Dan Robins, head of programmatic and data at Spotify said: “In a super difficult category, which has previously not seen a great deal of digital innovation, and under challenging market conditions Entropia were able to put data at the core to drive real business growth.
“Not only that, the approach taken touched all parts of the Nippon Paint business, both on- and off-line, engaging users in multiple ways, and continuously using the data signals to update the campaign. A great blueprint for using data to drive outcomes.”
Entropia also won the chairman’s award, best use of creativity and best high impact campaign for KFC Malaysia (QSR Stores Sdn. Bhd.)
Chairman Chiradeep Gupta, global media director of Unilever said: “The Entropia entry for the campaign that they ran for KFC in Malaysia was a great example of identifying actionable insights and bringing these insights to life both online and offline powered by relevant use of data across.
“The execution delivered across the consumer journey through great content on relevant media touchpoints leading to strong outcomes.”
The best mobile campaign was taken home by AdColony, Unilever Vietnam and Mindshare for P/S – Heat or Treat Challenge.
Unilever launched a new toothpaste variant in Vietnam and joined up with AdColony to reinforce the benefit of inner heat protection.
Most effective use of data was won by Big Data for Humans for 7-eleven Philippines.
7-eleven Philippines drove 903,000 Pesos additional spend in just two weeks, by using Big Data for Humans’ Customer Graph software to analyse their treasure trove of customer data.
Robins explained: “In today’s world, simply analysing data once to build some segments is not enough. For businesses to drive real growth and edge their competitors in the most challenging markets, data needs to be actioned in real-time, with continuous analysis and action.
“This is exactly how Big Data For Human’s approach worked: crunching, and activating against millions of data points in real-time to drive a clear business out come for 7-Eleven. Impressive stuff.”
It is important to recognise that awards are not the same as a competition, but also about how high we can raise the bar, explains judge Regina Goh, Managing Director, Blis.
“A huge congrats and well done to all the winners this year, it is very powerful for judges to feel the passion and conviction of the work through the entries and we have seen quite a few this year,” she said. “Kudos to all nominees as well, look forward to seeing more excellent work next year and let’s continue to raise the bar.”
For a full list of the winners please go to the awards website.
This was the first year for The Drum Digital Trading Awards APAC and it focused on clarity and transparency, a theme that couldn’t be more timely or important for the industry. These awards will be back for 2018.
The awards were sponsored by: Trade Desk, IAS, Bidswitch, Unruly, TAPAD, TINT and partnered with iAB Singapore.
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