ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Custom Content
Annual ID
OSA21_RA002M
Description
Insight
Hong Kong is one of the saddest cities in the world, with 61% of adults suffering from poor mental health, while 74% of those sufferers will never seek professional help. Looking at recent studies, we found that people with depression listen to sad songs.
Idea
Collaborating with JOOX, Asia’s largest music streaming service, we used data to identify users who showed a sudden interest in melancholy music. Then, we interrupted their playlists with an ad. A voice told them they may be suffering from depression and directed them to take a simple online test to find out more. Those who tested positive were able to book consultations with medical professionals.
Results
Since the campaign began, we have identified 6,000 potential sufferers who have taken the online test. The average visit to our website is 3 minutes, and this is 5 times longer than other advertising methods on JOOX.
2021 Awards
Total Points: 2
Merit Award
Credits
Agency
Mccann Health / Hong Kong
Client / Brand
Pfizer / Hong Kong
Art Director
Alex Tang
Jamien Liu
Jerry Lee
Writer
Bono Ma
Sam Cheeseman
Chief Creative Officer
Matt Eastwood
Creative Director
Tommy Cheung
Executive Creative Director
Pierre Loo
Managing Director
Sam Wong
Senior Account Director
Rio Lee
Assoicate Planner
Emmy Ip
Country Brand Manager
Sabrina Choi
President
Connie Lo
Senior Scientific Manager
Chris Chan
Related Awards
