Cannes Contenders: MRM//McCann Singapore

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

Hershey's.jpgHershey's Happygrams: A Million Reasons to Smile
MRM//McCann Singapore

Hershey's Happygrams is a real-time social media marketing campaign that used social listening to respond directly to user status posts with personalised Happygrams - virtual Hershey's chocolates carrying interactive messages written specifically for each user and designed to do what real Hershey's chocolates do best: to make everyday moments better.
The campaign smashed all targets, revitalizing the brand and helping grow market share while building strong affinity for founder Milton S. Hershey's 112 year-old mission to spread cheer to the world, one smile, one person, one moment at a time.
Red Cross 2.jpgThe Red Cross Connection
MRM//McCann Singapore

Can a share help save a life? The Red Cross Connection is a social media-powered mobile app that turns Singapore's youth into a network of volunteers to help find donors for specific blood types.
Whenever blood is needed, the Red Cross can use the app to send Blood Alerts: push messages that act as micro campaigns asking users to donate a specific blood type or share the alert on Facebook and Twitter to reach possible new donors. If the user is a match, the app helps them locate the nearest blood centre and donors can use the app to scan a code to record their blood donations on their profile, with each blood donation potentially saving up to three lives.

Want to showcase your agency's best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email with a paragraph or two on each of your best chances at this year's festival. Include a link to the case study/TVC or supply jpegs if it is print.

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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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