Currently into its fourth year, the PR Awards is the region’s premier showcase for PR professionals, celebrating the most talented campaigns from Southeast Asia’s public relations function. The prestigious evening gala saw over 300 finalists and senior communications professionals gathering from around the region to recognise the best PR campaigns from the past year and celebrate the achievements of the industry.
Led by Golin Singapore, crowned PR Awards Agency Champion 2017, Unilever Singapore came through with a stellar performance despite intense competition from hundreds of entries including brands like McDonald’s, Jetstar Asia and Changi Airport Group.
Amidst a salvo of six nominations throughout the night, Unilever Singapore attained a total of four trophies, including Best PR Campaign – Food & Beverage and Best Direct-to-Consumer PR Campaign.
Best PR Campaign – Food & Beverage
Magnum Double Campaign: Magnum Mansion (SILVER)
Best Event-led PR Campaign
Ben & Jerry’s Free Cone Day 2016: Thank you Singapore! (SILVER)
Best Direct-to-Consumer PR Campaign
Cornetto Dance Revival (SILVER)
Best Use of Bloggers/Influencers
Magnum Double Campaign: Magnum Mansion (SILVER)
Winners of the prestigious and acclaimed PR Awards represent the very best in the industry and are determined by a panel of senior PR professionals from leading brands including Sony, AccorHotels, BMW, L’Oreal and many more.
A total of 92 trophies across 32 categories were awarded that night.
Cornetto Dance Revival
Cornetto faced the challenge of remaining relevant to a largely teenage audience while building its music credentials. Partnering award-winning US pop star and Instagram's 2016 most popular celebrity, Selena Gomez, Cornetto created an epic money-can’t-buy music and dance experience with the Cornetto Dance Revival, transforming Cornetto ice cream into the preferred consumer choice.
Bringing fans closer to the music they love, the limited edition Cornetto Royale Red Velvet and exclusive Cornetto Royale Chocoluv was launched with limited edition Selena Gomez packaging and a lid redemption promotion to redeem merchandise and premium concert tickets at www.cornetto.com.sg.
On-ground, Cornetto’s first-ever Cornetto Dance Revival Machine engaged fans in a 60-second dance challenge and were rewarded with ice cream, premiums and even chances to win meet-and-greet passes through exclusive Golden lids! With Cornetto presenting more ways to win, our fans were given unforgettable opportunities to enjoy the ride and love the ending!
Magnum Double Campaign: Magnum Mansion
In 2016, Magnum launched the new bold and indulgent Magnum Doubles collection – Magnum Double Chocolate and Magnum Double Peanut Butter.
Inspired by the part of our personalities which seeks to make every indulgence count, Magnum built a temple to pleasure – an experience that is layered, just like the Magnum Double itself. Magnum further partnered iconic storytellers and regional powerhouses in their own right to present the ultimate party – MAGNUM MANSION.
Magnum amped up the trademark “Make-My-Magnum” experience at the Magnum Double Pleasure Bar, while Melissa Celestine Koh helmed the Magnum Style Lounge, giving Pleasure Seekers a chance to release their inner beast on camera. DJ A/K/A and DJ DuriO, co-founders of Singapore’s pioneer all-female DJ collective, ATTAGIRL!, added yet another layer of indulgence with mind-blowing beats that evoked our guests’ wildest party animals, daring them to “Release the Beast, Dare to Go Double”.
Watch the Magnum Mansion event video here: https://www.youtube.com/watch?v=3GisWmH0Wnw
Ben & Jerry’s Free Cone Day 2016: Thank you Singapore!
Celebrating a hallmark 10th Free Cone Day in Singapore, Ben & Jerry’s needed to bring back the spirit of truly giving back to the community we operated in, while rallying support behind Climate Justice.
Partnering local pioneers ECO Singapore and a newly-minted and passionate movement, Up2Degrees, global brand, Ben & Jerry’s, immersed itself in the local culture and thanked fans with a delightfully local linguistic twist. Using Singlish, Ben & Jerry’s found fun and relevant ways as a means to say ‘thank you’, all while tackling the uniquely Singaporean problem of excessive usage of air-conditioning.
From Ben & Jerry’s first-ever Build To Order (BTO) toppings stand with Singaporean favourites such as love letters, toasted sesame and rainbow rice, to on-ground interactive games on climate change and serving close to 22,000 scoops of ice cream, Ben & Jerry’s cheeky take on giving back to the community gave fans a truly unique Singaporean experience and a Free Cone Day to remember.
