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.

2023 ONE Asia - Creative Use of Data

Flipvertising

Agency CHEP Network / Sydney + Sonar Music / Sydney + The Editors / Sydney + The Sweetshop / Sydney

Client Samsung

Category

Best of Creative Use of Data

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.

2023 Awards

Total Points: 60

Best of Discipline 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

Account Director

Patty Nowak

Senior Account Director

Lucy Jones

Senior Art Director

Will Winter-Irving

Senior Copywriter

Joe Ranallo

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 Head of Design

Christian Hewitt

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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