2012 Winners & Shortlists

Results and Effectiveness

In just 2 days, over 3,000 people clicked on the ad, and blew the candles. That’s 3,000 people who celebrated the occasion with a memorable piece of communication.

Creative Execution

We used Google search words to improve the site’s visibility. Whenever users searched for anything related to the occasion, our virtual cake would appear. Clicking on the virtual cake image would take users to the site and ask them to use their built in microphone to blow the candles out. The site could be shared via Facebook, driving more people back to the site.

Insights, Strategy and the Idea

For the 40th National day, the routine thing to do is to take up a full page ad in the newspaper congratulating the country on the special occasion. But with so many off these ads, no one really recalls the message. As this was our 40th year in the region, it was important for us to do something different and be noticed. We wanted to get people to celebrate the anniversary and what better way to do it than by blowing candles of a birthday cake. And that’s exactly what we did.