Dragons of Asia

Recognising the very best in results-driven marketing communications

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Case Study

Dove, the personal care brand, raised awareness and sales of its dry shampoo product in Russia by targeting women when they needed it most.

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Volkswagen, a car brand, sold twelve cars in 20 minutes in Malaysia thanks to a partnership with e-commerce giant Lazada.

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The Coca-Cola Company, a manufacturer and retailer of nonalcoholic beverages, and Edhi Foundation, a non-profit social welfare programme in Pakistan, collaborated to collect donations during Ramadan – a period of celebration of Muslims – sparking brand love throughout Pakistan.

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Upendra Namburi, an author, successfully launched his book, 8 Hours, in India by bringing his protagonist to life.

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Abbott, a healthcare company, increased its social presence in Malaysia by launching an unbranded Facebook page to speak to mothers who sought word-of-mouth testimonials.

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McDonald's, a fast food restaurant chain, increased sales of its fried chicken product in Malaysia by launching a commercial of people eating chicken and listening to the crunch.

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Wonda, a coffee brand, used Facebook to build buzz on its offering for loyal customers in Malaysia.

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Philips, the electronics company, tapped into an emerging market in rural India using data to generate INR 40m of incremental business in four months.

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Huawei, a consumer electronics manufacturer, launched its Nova2i model in Myanmar with a collaborative music video featuring four of the country’s up-and-coming artists.

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Deodorant brand Rexona used an online campaign in Hong Kong to grow market share and increase deodorant use among young men.

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Sprite, a soft drink brand from the Coca-Cola Company, launched an online video and used mobile advertising to target Indian consumers in the hottest climates and encourage them to drink Sprite during the fast in Ramadan.

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Watson's Water, a producer and distributor of bottled water, increased brand loyalty in China with a customer relationship management (CRM) programme, which used QR codes on bottles to encourage the collection of reward points and repeat purchase.

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Dabur Red Paste, a toothpaste brand, increased brand awareness and raised the importance of oral hygiene among children across India by launching a school programme of dental camps and dental IQ tests.

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Qinyuan, a local Chinese brand of water purifier, promoted its brand in China through a rap battle event between its products and germs.

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Prasadam, an NGO working for the welfare of farmers, created an innovative product to safeguard both farm workers and snakes in rural India.

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XXXX Gold, a beer brand, partnered with the Ashes cricket series to attract Australian beer drinkers through an exclusive redesign of the iconic baggy green cap worn by cricketing legends.

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7-Eleven, the convenience store, stayed relevant with its target audience in Malaysia by launching two social media competitions.

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McDonald's, a fast food chain, increased sales and awareness in Malaysia by launching dedicated digital billboards that encouraged consumers to share their #McCafeMoments on Instagram.

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Little Village, a pre-school in Singapore, created the Brick Book, a series of lesson cards that worked alongside building bricks to help educate children in disadvantaged schools.

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IPC Shopping Centre, a shopping mall, increased footfall by targeting its philanthropic consumers in Malaysia with Facebook ads.

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AIA Vitality, a health program that rewards healthy choices, created a three-week contest featuring brand ambassador David Beckham, encouraging people to take up health challenges and attend its wellness event.

Article

IPC Shopping Centre, a shopping mall, launched an app to connect with its consumers in Malaysia and increase brand awareness.

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Aditya Birla Capital, a financial services company, used social and video content to reach more people in India with its money solutions.

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CIMB, a bank, used comedy to engage its Malay target audience with funny online videos.