OgilvyAction Shanghai has received the Best in Asia award for their work on The North Face Red Flag campaign at the 2010 Promotional Marketing Awards of Asia (PMAAs), the premier promotion-awards program in Asia Pacific. The program also received a Gold Dragon for Best Integrated Communications Campaign.
Originally launched in mid-October 2009, the campaign built on the brand’s tagline of Never Stop Exploring to establish The North Face as the pre-eminent outdoor brand in China. The campaign cleverly capitalized on the brand's red flag icon by encouraging consumers to explore a new place and “plant” a virtual flag using their mobile phones. The challenge was to see how many flags people could plant in 18 days. The results were amazing. Over 651,000 red flags were planted, with over two million unique visitors to the campaign website.
"This wonderful 360 degree campaign from our Shanghai office has now been rewarded in every dimension of creativity and effectiveness. We're very proud of the team who put it together," said John Goodman, President, OgilvyAction Asia Pacific, Regional Director Ogilvy & Mather ASEAN.
Steve Harding, Global CEO of OgilvyAction added, “This is a very important and prestigious win for our Shanghai team. Given their talent I am sure this award will be followed by many more for the campaigns that they work hard to create.”
Other winners from OgilvyAction Asia Pacific include OgilvyAction Japan BP’s Castrol World Cup Campaign and BAT’s KOOL Snow Xperience.
All three campaigns have been automatically entered in the 2010 MAA GLOBES with winners of programs from Argentina, Australia & New Zealand, Brazil, Canada, Israel, Japan, Europe, Russia, Switzerland, United Kingdom and the USA.