Initiative Thailand wins M&M Global award for Coke ‘Million reasons’ campaign

The Thai office of Initiative has won an award for best local execution at the M&M Global Awards for its Million reads to believe in Thailand campaign for Coca-Cola.

The announcement:

LONDON, 6 SEPTEMBER, 2013 – Initiative Thailand’s Million Reasons to Believe in Thailand has won the M&M Global Award in the Best Local Execution of a Global Brand category. The Awards recognise and celebrate leading pan-regional advertising campaigns, the most innovative and effective work running within international media owners and the finest co-ordination of multi-local advertising strategies. The winners from across 17 categories were revealed at the M&M Global Awards Gala Dinner yesterday, September 5 in London.

A Million Reasons To Believe In Thailand campaign launched from March to May 2012 for Coca Cola, was aimed at connecting the beverage brand with its consumers, revitalizing its brand image and increase sales in the country amidst fierce competition from Pepsi, at a time when the whole country was paralysed after the worst floods in Thailand’s history.

To boost confidence and move the country forward from the crisis, Coca Cola as the ambassador of “Happiness” wanted to reverse the tide of bad news, inject positivism and uplift the country’s mood. The campaign did more than just raise the bar for media creativity; instead, Coca-Cola Thailand raised the morale of the whole nation bringing back happiness to the “Land of Smiles”.

Responding to the win, Prashant Kumar, President of IPG Mediabrands, World Markets Asia said, “This is a strong validation of the strength of the initiative product in Asia. The campaign’s success highlights a new trend of socially-aware virally-fuelled real time integrated campaigns that bring a genuine difference to society and people.”

The campaign won two Gold Media Lions at Cannes Festival of Creativity. It was also highly commended in the Public Services Award category at the Festival of Media Global this year, and won the Grand Prix winner at Festival of Media Asia earlier this year.

Among those shortlisted for the awards were Do Us A Flavour by Impact Porter Novelli, Enter The Game by Havas Sports & Entertainment, Gillette Shave or Crave by Mediacom, Google+ Christmas Hangout: Wallace, Gromit and Friends by Essence Digital, Huffington Post UK: “Conversations Start Here” by Gravity Road, The Beetle Shark Cage by MediaCom and The Economist: Quality In-Your-Face Journalism by PHD.

Source: press release

The full list of winners:

Best  Automotive Campaign
MediaCom Shell Helix: Driven to Extremes JWT, Edelman, Iris, Crunch, Discovery Networks International
Best Campaign for Reaching Business and Political Decision Makers
Maxus UPS Terracotta Warriors Saatchi & Saatchi Stockholm, B-Reel, MSL Nordic, Atomgruppen
Best Communications Strategy
MediaCom Spread the Spirit: Coca-Cola Inspires A Massive Movement in Ramadhan and Raya McCann Erickson Indonesia
Best Contribution to a Campaign by a Media Owner
Yahoo! Life of Pi  Soap
Best Engagement Strategy
PHD Dove – Real Beauty Sketches YouTube, Ogilvy Brazil, Edelman, The Audience, Mavens
Best International Launch or Re-Launch Campaign
OMD Introducing Vodafone Red
Best Local Execution of a Global Brand
Initiative A Million Reasons to Believe in Thailand Maco
Best Nation & Destination Marketing Campaign
OMD Upgrade to Canada Gutenberg Networks, London
Best Targeted Campaign
Starcom MediaVest Group The Satire Revolution UTURN, Zero Wirelabs
Best Use of Content
Starcom MediaVest Group The Candidate Edelman, TBG, Publicis Italy, Unruly
Best Use of Digital
PHD Dove – Real Beauty Sketches YouTube, Ogilvy Brazil, Edelman, The Audience, Mavens
The Effectiveness Award
MediaCom To Your Armpits and Beyond! BBDO, Starcom MediaVest Colombia, AlmaBBDO Brazil
The Global Viral Excellence Award
OMD The Miracle of Medinah Sky Tweets Crispin Porter & Bogusky, Curb
The Sports Performance Award
MediaCom Thank you, Mum AdMaster, Baidu, Sina Microblog, Youku, Tencent, CCTV
Luxury Brand of the Year
Patek Philipe
The International Marketer of the Year
Fernando Machado Brand Development VP, Dove Skin Cleansing & Care
The Media Excellence Award
Campaign of the Year
PHD Dove – Real Beauty Sketches YouTube, Ogilvy Brazil, Edelman, The Audience, Mavens
Agency Network of the Year

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