Bates CHI&Partners named “Best in Vietnam” for four consecutive years


Asia Pacific, November 20, 2013 – Bates CHI&Partners Vietnam has come up tops again, winning for the fourth consecutive year, the title of “Best in Vietnam” given out by the Promotion Marketing Awards of Asia (PMAA).

In addition, the agency won a Gold Dragon in the “Best Event or Experiential Marketing” category for its campaign for Johnnie Walker Vietnam, “Step into the Elite Circuit”.

The campaign is for Johnnie Walker Vietnam, utilizing its global asset – “McLaren Mercedes Partnership – Step inside the Circuit”. The objective was to recruit 100,000 fans by the end of the first year and to raise brand image scores.

The campaign successfully positioned Johnnie Walker as a brand for a select crowd of people – the “Elite Circuit”. Within six months, the program secured 104,000 fans. And these fans “talked”. Resulting in annual volume objectives being met and beaten in six months’ time.

As a result of its success, the program was also awarded the highest honor at the internal Diageo awards –SCALE.

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Bates CHI&Partners unveils first global product-led brand push for ASUS

November 14, 2013, Global – The new ASUS & Intel film, “Transformation Day”, was unveiled today as part of a global campaign to launch the Transformer Book Trio across key markets in the US, Europe, Asia and Australia.

Transformation starts here

“Transformation Day” was conceived and executed by Bates CHI&Partners, one of ASUS’ trusted agency partners. Bates CHI&Partners won the ASUS account via competitive pitch earlier this year.

The film dramatizes the transformational effect of the ASUS Transformer Book Trio – a touchscreen Windows laptop that can also detach to become an Android tablet. The action sees a young man starting his first day in a new job. On discovering that his new laptop detaches, he finds that the world around him is transformed as well.

Wait, what?

Wait, what?

The film was written by Leo Poloniecki, art directed by Mark Cleary and directed by Noah Harris through Blink Productions. It forms the latest iteration of ASUS’s global Effie-winning advertising platform, ‘In Search of Incredible’.

“All ASUS products are designed to transform people’s expectations and possibilities, better enabling them to achieve their personal ambitions and reach their potential,” said Jeff Yang, Global Marketing Director for ASUS. “Our new campaign captures our brand belief in the power of transformation to help our customers in their search for the incredible.”

Both a preview trailer and the 90-second film were unveiled on ASUS’s Facebook and YouTube pages today. The film forms the centerpiece of a campaign including TV, cinema, digital and social media, as well as retail. Countries include Australia, China, Japan, Malaysia, Singapore, Taiwan, the UK, Denmark, France, Italy, Russia, Spain, and Sweden, and the US.

A cast of owls, snakes….

“With a four-day shoot in Vancouver, including a cast of owls, snakes, cougars, contortionists and card-sharks, this was certainly a Hollywood-style production,” said Poloniecki. “I believe it was the first TV commercial shot using the new MoVI camera rig, allowing for more mobility and flexibility – coincidentally echoing one of the advantages of the Asus Transformer Book Trio.”

The film, which involved the hero making seamless transitions between different sets in different locations was also technically complex. On set, the Asus Transformer Book Trio itself proved its worth as it was used to store heavy files, relay footage, and the tablet device was useful for the production & wardrobe department.

“With Intel processors in both the tablet screen and underneath the laptop’s keyboard, the Asus Transformer Book Trio is not only the first of its kind, but extremely powerful too,” said Jon Falker, Intel Partner Marketing.

Phase two of the campaign will see viewers invited to transform the film itself – by uploading their own images and video into a specially created interactive segment of the story.

“Creating great content will always be at the center of what we do,” says David Mayo, CEO of Bates CHI&Partners, “but it is increasingly essential to invite consumers to participate and take a more active role in the evolution of an idea.”

ASUS Transformation Day Film

ASUS Transformation Day Teaser Video

Image Gallery

Facebook reviews ad policy, follows through #FBrape promise


Following the much publicised #FBrape campaign earlier this month, Facebook announced that it will implement a new review process to determine which groups and pages should feature ads alongside their content.

What this means to us marketers – Groups and pages containing violent, graphic or sexual content will not be able to display any ads on the right-hand side. It is uncertain how stringent the review will be though Facebook claims it will “work aggressively on this issue with advertisers.”

More on The Drum.

Philippines has most active Tumblr users

Data by GlobalWebIndex

Philippines leads in Tumblr usage

Are you a Tumblr user/follower?

According to GlobalWebIndex, a global quarterly study of internet usage, Philippines leads the whole world in the highest number of active Tumblr users – at 8%. The other Asian countries in the league include Indonesia and Malaysia (tied with Brazil at 5%) and Singapore ties at 4% with Canada, the US, Mexico and Saudi Arabia.

More interesting infographics and data on Campaign Asia.



From Taipei to New York City – EVA Air “I See You”

Our global work for EVA Air – “I See You” campaign – was unveiled at Times Square, NYC on 18 June 2013!

APAC Region Nets 24.5% of Cannes Lions


287 Lions for APAC this year

Asia Pacific countries took home a total of 287 Lions from this year’s Cannes Lions – that represents 24.5% of all the Lions awarded across the four nights of awards presentations held during the Festival.

As a comparison, the region entered 25.4% of all entries submitted (9090) from a record total number of 35,765 entries worldwide.

More on Campaign Brief.