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Winners of TikTok Trendsetter Awards 2020 Revealed

Anjie lou delos Reyes
TikTok's DNA is built on inspiring imagination and spreading joy. The TikTok Trendsetter Awards were introduced in November 2020 to remain true to this. This innovative competition aims to inspire professionals and agencies to stretch their creative muscles and use TikTok's untapped potential to solve real-world marketing problems.

Winners of TikTok Trendsetter Awards 2020 Revealed
Winners of TikTok Trendsetter Awards 2020 Revealed

The TikTok Trendsetter Awards have received a resoundingly positive response, with 118 high-caliber entries from industry professionals from all over Southeast Asia. TikTok is pleased to announce the winners of the TikTok Trendsetter Awards 2020, after months of careful analysis and consideration 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 group's main tasks 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 straightforward message: save, and you will reap the benefits. The challenge also ensured that this message is understood, leading to improved brand recall.

OCBC NISP Bank used Branded Effects to give participants a sneak peek at the benefits of saving 20K Rupiahs every day. The Advertised Impact will appear and display one of three possible 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 - #สนุกซ่าไม่มีซ้ำำ

#สนุกซ่าไม่มีซ้ำ ("#UniquelyFun" in English) was the theme of Mirinda Thailand's Branded Hashtag Challenge, which featured a pleasant gesture-activated Branded Effect accompanied by a catchy branded song. The Branded Effect used bold, eye-catching graphics, vivid colors, and a memorable background track to capture the attention of viewers' eyes and ears.

Mirinda invited participants to dress up in costumes that matched or complemented each soda flavor's colors 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. The Branded Hashtag Challenge was also combined with TopView and In-Feed Ads to help spread the word about the ongoing campaign around TikTok.

Bayer Vietnam - #BeroccaMango2PM HTC Campaign

The #BeroccaMango2PM Hashtag Challenge was launched on TikTok by HTC Campaign Berocca® Performance, inviting participants to join the #BeroccaMango2PM dance set to hip and catchy music. A Branded Hashtag Challenge is exciting and entertaining, similar to the energy boost you get from an energy drink, so it's ideal for this campaign.

Around 2 p.m., as people begin to feel the effects of the afternoon depression, an extra boost of energy is most required. Berocca® decided to associate this hour with its Berocca® Performance Mango drink so that when 2 p.m. arrives and exhaustion sets in, the first energy supplement that comes to mind is Berocca® Performance.

Related: TikTok New Prompts Help People Consider Before They Share

Agency Category

Havas Immerse - Reshaping Reality with 5G

Road to Victory, a humorous skit created by Havas Immerse, depicts a typical scenario faced by a player experiencing poor network connectivity during a game. Havas Immerse was able to use their imagination to frame the problem of sporadic 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 journey to victory was significantly sped up and smoothed out after upgrading to 5G, highlighting how seamless gaming is made possible with 5G. Famous 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 famous TikTok filters, conveyed the essential message of taking care 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 depicted 5G as a superhero who saves the day while maintaining the couple's happiness and contentment.

"Congratulations to the winners of the TikTok Trendsetter Awards 2020!" said Ng Chew Wee, TikTok's Southeast Asia Head of Business Marketing. "We challenged marketers to be innovative and explore the creative possibilities on TikTok to solve today's real-world issues through this competition. These winning submissions have clearly answered the briefs and presented creative responses to the problems raised, such as overcoming scarce resources, standing out in a crowded market, and engaging with today's younger audiences. Also, after the rivalry, we expect that brands, advertisers, and creative teams can continue to use the platform in their own specific ways."

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.

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