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Australia dominated the Digital Asia Awards this month, bringing home more trophies than any other country involved. New Zealand also did incredibly well, tying for fourth place in the final trophy tally.

The Digital Asia Awards, organised by Lions Festival and Haymarket Media Asia, are a celebration of the best that Asia’s digital marketing industry has to offer.

This year the event was held as part of a two-day Digital Asia Festival in Beijing, allowing over 300 members of the digital industry to come together, share inspiration and network.

Over 600 entries were submitted by marketing agencies, which was narrowed down by a team of judges to result in one Platinum, 10 Gold, 18 Silver and 21 Bronze trophies. 

Matias Palm-Jensen, jury head and McCann Erickson European chief innovation officer, said the entries showed great innovation and progress.

We saw work of a very high standard which puts the region close to the rest of the world in terms of story-telling and defining the challenges faced by a brand. From a digital perspective we saw work that is defining what is modern and what are the modern challenges we are encountering. 

Showing an ever-increasing level of digital maturity, Australia managed to secure nine awards, which included five golds, three silvers and one bronze, while somewhat overshadowing other regional entrants. 

China took home eight trophies, the Philippines seven, India, Japan, NZ and Thailand tied with five each, Singapore secured four trophies and Hong Kong two.

Brand-wise, Coca-Cola was also a specific big winner, grabbing the coveted Digital Brand Award which is given to the organisation or company that best-used digital media to execute innovative ideas and achieve marketing success

The Aussie Winners

  • Wunderman (in collaboration with Ogilvy, Ikno and Naked) won three golds for their ‘Share a Coke’ campaign, taking out first place in Best Integrated Campaign, FMCG and winning the 2012 Digital Asia Agency of the Year Award, which is presented to the agency that gains the most points across all categories. Second place in this category went to BBDO Auckland and McCann Thailand took third place. 
  • Clemenger BBDO Sydney took gold in the Media Innovation category for their ‘Mimeisthai at TEDx’ as well as grabbing silver for Best Use of Social Media and bronze for Online PR
  • Leo Burnett Melbourne had great success with 7-Eleven’s ‘BYO Cup Day’ campaign, winning gold in the Best Loyalty Campaign category and also picking up silver trophies for Best Integrated Campaign and Best Use of Social Media

The NZ Winners

  • Colenso BBDO won two silvers for ‘Save Seven’ (NZ Breast Cancer Foundation), one bronze for ‘The Wine is Over’ and one bronze for the ‘V Motion Project’
  • TBWA\Digital Arts Network won a bronze for ‘Good Energy Taxi’ advertisement
Claire Brinkley

Published 12 November, 2012 by Claire Brinkley

Claire Brinkley is Econsultancy Australia's news and insight reporter. Follow her on Twitter, Google+ or connect with her on LinkedIn

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