TikTok’s DNA is built on encouraging imagination and spreading joy. The TikTok Trendsetter Awards were introduced in November 2020 to remain true to this. This innovative competition aims to empower professionals and agencies to stretch their creative muscles and use TikTok’s untapped potential to solve real-world marketing problems.
The TikTok Trailblazer Awards have earned a resoundingly positive response, with 118 high-calibre entries across industry experts from all over Southeast Asia. TikTok is delighted to announce the winners of the TikTok Trendsetter Awards 2020, after months of careful analysis and evaluation by the esteemed competition judges.
Existing Campaigns Category
Lazada Group – Lazada 11.11 Campaign
For their 11.11 initiative, the Lazada Group was the first e-commerce player in Southeast Asia to engage in a Gamified HTC. They also took part in TikTok’s marketing team project, TikTokTreats, where the Gamified HTC was featured as one of the main tasks for the group to gain points and reclaim Lazada vouchers.
OCBC Bank Indonesia – OCBC #Save20s Challenge
OCBC NISP Bank successfully challenged Indonesian youth to save 20K Rupiahs daily through its #Save20 Hashtag Challenge. The bank discovered that a Branded Hashtag Challenge was the best way to communicate one very simple message: save and you will reap the benefits. The task also ensured that this message is remembered, leading to increased brand recall. OCBC NISP Bank used Branded Effects to give participants a sneak peek at the benefits of saving 20K Rupiahs every day. The Branded Effect will appear and display one of three potential outcomes: a trip to Paris, a business opportunity that would put them on a “30 under 30” list, or an opportunity to purchase a big ticket item such as jewelry, by making one of three hand gestures.
Mirinda Thailand – #สนุกซ่าไม่มีซ้ำ
# (“#UniquelyFun” in English) was the theme of Mirinda Thailand’s Branded Hashtag Competition, which featured a pleasant gesture-activated Branded Effect supported by a catchy branded song. The Branded Effect used bold, eye-catching graphics, vivid colors, and a memorable ambient track to capture the attention of viewers’ eyes and ears.
Mirinda invited participants to dress up in costumes that matched or complimented the colors of each soda flavor and express themselves through dance to make it even more enjoyable. The choreography itself could be improvised to keep things straightforward, allowing each user to view the challenge in their own unique way. To support alert comers, the Advertised Hashtag Challenge was combined with Top View and In-Feed Ads. The Advertised Hashtag Challenge was also combined with Top View and In-Feed Advertising to help spread the word about the ongoing campaign around TikTok.
Bayer Vietnam – #BeroccaMango2PM HTC Campaign
On TikTok, Berocca® Performance revealed the #BeroccaMango2PM Hashtag Contest, inviting users to join the #BeroccaMango2PM dance set to hip and catchy music. A Branded Hashtag Contest is interesting and entertaining, similar to the energy boost you get from an energy drink, so it’s ideal for this campaign.
About 2 p.m., as people begin to feel the effects of the afternoon depression, an extra boost of energy is most required. Berocca® wanted to associate this hour with its Berocca® Performance Mango drink, so that when 2 p.m. arrives and fatigue sets in, the first energy supplement that comes to mind is Berocca® Performance.
Agency Category
Havas Immerse – Reshaping Reality with 5G
Path to Victory, a humorous skit created by Havas Immerse, portrays a typical scenario faced by a player who is experiencing poor network connectivity during a game. Havas Immerse was able to use their imagination to frame the problem of intermittent Internet connectivity and latency through the prism of gaming. By allowing the player to win the reward at the end of the game, they also demonstrated the power of 5G. The player’s path to victory was dramatically sped up and smoothed out after upgrading to 5G, demonstrating how seamless gaming is made possible with 5G. Popular TikTok songs and effects were used in the video to enhance the message.
Creative Juice Bangkok – รวยไม่พึ่งโชค
Creative Juice Bangkok demonstrated how people should not leave their financial stability to chance or fate, and certainly not to superstition, by using a common Thai song. Their short skits, which featured iconic TikTok filters, conveyed the important message of taking charge of one’s own life.
Red2 Digital – BẠN “ỔN” KHÔNG?
By showing the frustrations of using the Internet when your partner seems to have a seemingly smooth online experience, RED2 Digital demonstrated how bad the Internet can strain a relationship. They portrayed 5G as a superhero who saves the day while ensuring the couple’s happiness and contentment.
“A big congratulations to the winners of TikTok Trendsetter Awards 2020!” said Ng Chew Wee, TikTok Head of Business Marketing, Southeast Asia. “With this competition, we invited marketers to be experimental and explore the creative possibilities on TikTok to address today’s real-world challenges. These winning entries have certainly addressed the briefs and provided innovative solutions to the challenges posed, including overcoming limited resources, standing out in a competitive market and connecting with today’s younger audiences. We hope that brands, marketers and creative teams will continue to leverage the platform in their own unique ways even after the competition.”
The winners will receive TikTok ad credits and an incentive trip to Cannes Lions 2021, the international festival of creativity in Cannes, France, in addition to the TikTok Trendsetter Awards.
TikTok also organized two online creative workshops as part of the TikTok Trendsetter Awards. The workshops were open to anyone who wanted to learn more about TikTok, and over 1,200 people participated virtually. As part of the ongoing education process, those who missed the sessions but want to learn more can watch helpful how-to video tutorials and learn about top best practices on the TikTok Trendsetter Awards website.
Visit https://www.tiktok-trendsetter.com/ for more updates on the TikTok Trendsetter Awards 2020 and reports on the winning entries.
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About TikTok
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, Mountain View, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo. www.tiktok.com.
