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
Social Media
Annual ID
OA23_CU001G
Description
How do you turn branded content into a game that GenMZ, the most ad-skeptical generation, want to play? By using social targeting in and data in a creative way.
As we noticed more and more conversation on Reddit and other platforms about algorithms and how to avoid or subvert them – we used this insight to power an entirely new style of data-driven campaign that felt of the zeitgeist.
By ‘flipping’ the traditional targeted advertising model on its head, we created a competitive ‘internet sport’ where punters actively sought to get targeted by Samsung ads to win the new Galaxy Flip4 phone. And so ‘Flipvertising’ was born.
We seeded humorous online videos with clues that took viewers on a series of searches in the hope of being retargeted by one near impossible to be targeted by pre-roll, which contained our hidden prize - a Galaxy Flip4.
To find the winning ad, clue-hunters needed to search three specific terms via Google that linked to our films. Each film was at first glance an amusing product demo but also contained a clue that drove to the next search term to enter the retargeting pool. Whoever watched all three films went into the final retargeting pool and was served the winning ad as a YouTube pre-roll.
The best part? As people searched to find the right keywords, they inadvertently saw tons of positive content and reviews across all their social platforms, highlighting the device’s benefits in a non-advertising way.
As we noticed more and more conversation on Reddit and other platforms about algorithms and how to avoid or subvert them – we used this insight to power an entirely new style of data-driven campaign that felt of the zeitgeist.
By ‘flipping’ the traditional targeted advertising model on its head, we created a competitive ‘internet sport’ where punters actively sought to get targeted by Samsung ads to win the new Galaxy Flip4 phone. And so ‘Flipvertising’ was born.
We seeded humorous online videos with clues that took viewers on a series of searches in the hope of being retargeted by one near impossible to be targeted by pre-roll, which contained our hidden prize - a Galaxy Flip4.
To find the winning ad, clue-hunters needed to search three specific terms via Google that linked to our films. Each film was at first glance an amusing product demo but also contained a clue that drove to the next search term to enter the retargeting pool. Whoever watched all three films went into the final retargeting pool and was served the winning ad as a YouTube pre-roll.
The best part? As people searched to find the right keywords, they inadvertently saw tons of positive content and reviews across all their social platforms, highlighting the device’s benefits in a non-advertising way.
2023 Awards
Total Points: 30
Gold Award
Credits
Agency
CHEP Network / Sydney
PR / Marketing Agency
Ogilvy PR Australia
Client Partner
Grace Vizor
Production Company
The Sweetshop / Sydney
Music / Sound Production Company
Sonar Music / Sydney
Post Production Company
The Editors / Sydney
Chief Creative Officer
Gavin McLeod
Creative Director
Cameron Dowsett
Mark Tallis
Director
Max Barden
Editor
Joe Morris
Executive Producer
Greg Fyson
Senior Art Director
Will Winter-Irving
Senior Copywriter
Joe Ranallo
National Head of Design
Christian Hewitt
Account Director
Patty Nowak
Senior Account Director
Lucy Jones
Senior Designer
Kenn Huang
Sonia Coughlan
AdTech Solution Architect, Data Services
Devinder Singh
Associate Digital Director, Media
Sue Lau
Colourist
Fergus Rotherham
Communications Planner
Maureen Benson
CRM Manager
Rehan Shaikh
Digital Designer
Austin Hupfau
Digital Lead Director, Media
Hansen Ding
Digital, Data and Platforms
Amit Varma
Director of Product & Marketing
Eric Chou
Edit Assistant
Sam Holman
Executive Creative Director
Justin Ruben
Head of CHEP Film
Tash Johnson
Head of Marketing Communications, MX
Joanna Baxter
Head of Strategy, Media
Tim Russell
Head of Technology Consulting, Data Services
Josh Speight
Influencer Manager
Isabella Holder
Integrated Planning Lead, Media
Steven Flood
Junior Motion Designer
Michelle Nguyen
Managing director
Jonny Berger
Marketing Executive
Mary Mrich
Marketing manager
Lilly Lloyd
MUSIC ENGINEER
Josh Pearson
National Creative Operations Director
Mary Morrell
National Operations Director
Mary Anne Truong
Online Op
Soren Dyne
Operations Manager
Cleo de Kerorguen
Senior Account Manager
Lauren Tom
Senior Full Stack Engineer, Data Services
Xian Yang Wong
Senior Social Planner
Jarryd Patel
Senior UX Architect
Patrick O’Leary
Social Media Marketing Lead
Alexander Campbell
Sound Design + Mix
Timothy Bridge
Strategy Lead, Media
Kirsty McMeekin
Talent/Influencer
Crayator
Dylan Page
Elly Awesome
Nathan Bezzina
Queenie Tan
Sam Despo
Stephanie Bendixon
Tech Program Director, Data Services
Kirstie Peters
Technical Director, Data Services
Tim Chapman
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