Today, MARKETING Magazine will be featuring the best presenters of APPIES Asia Pacific 2022 for their Marketing Campaign by sharing the campaign stories.
The best presenters title winners are:
- Jessica Biscocho – Rising Star Presenter of the Year for the campaign titled “Resolving Millennials’ Dilemma Through Bunga’s Secret Garden” for their client Procter & Gamble
- Rajesh Sharma – Trailblazing Presenter of the Year for the campaign “Health Insurance for the Healthy” for their client ManipalCigna
- Gigi Lee – Trailblazing Presenter of the Year for the campaign “PROJECT OPEN – From SRF to #JOMSAPOT, RHB delivered Aid to Malaysian SMES when they needed it most” for their client RHB Group.
About the campaigns
1.Resolving Millennials’ Dilemma Through Bunga’s Secret Garden
Too many natural brands entering the market claim to be ‘organic’ and ‘natural’ leaving target consumers – Millennials, confused and overwhelmed with filtering brands that are truly authentic.
To stand out, Herbal Essences needed to highlight superiority through #NaturallyLegit message in a relevant, impactful and naturally organic way for them to understand.
The campaign transcended beyond digital – from online to offline, closing the consumer gap to purchase while accomplishing Herbal Essences’ objective to stand out as the only truly natural player that won over consumers’ hearts and minds.
2. Health Insurance for the Healthy
ManipalCigna was a relatively new entrant in the health insurance category.
Health insurance was a low relevance, highly competitive category plagued with high consumer inertia in India.
By uncovering a paradox about Indians and their relationship with health and health insurance, this campaign was able to encourage behaviour change in a manner that helped ManipalCigna improve its equity scores, digital engagement as well as sales.
3. PROJECT OPEN – From SRF to #JOMSAPOT, RHB delivered Aid to Malaysian SMES when they needed it most
The pandemic delivered a punishing blow to Malaysian SMEs, and it was incumbent on financial institutions like RHB Bank to aid these businesses.
During the lockdown, visiting the bank became virtually impossible. So, RHB made the process of delivering aid simple and inclusive with PROJECT OPEN, an end-to-end initiative that kept Malaysian businesses ‘open’ during and after the lockdown.
Also, the focus was channeling RHB’s share of Bank Negara’s RM10 billion Special Relief Facility to SMEs through an online financing site that allowed applicants to receive an application approval in ONLY TWO DAYS!
After the lockdown, RHB introduced #JomSapot, a platform for businesses to enlist support from RHB cardholders.
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