BBC Worldwide Channels Asia has scooped nine awards at the PROMAX|BDA ASIA 2009 Asia Awards held in Singapore on Tuesday. This is the largest haul of awards since the channels – BBC Knowledge, BBC Lifestyle, CBeebies and BBC Entertainment – launched in Asia in 2007.
BBC Worldwide Channels Asia picked up three gold awards for creative work relating to the Amaze Your Mind brand campaign for BBC Knowledge, BBC Worldwide Channels’ factual entertainment channel; as well as a gold and silver for on-air spots for BBC Knowledge; a gold and a silver for on-air creative work for pres-school channel, CBeebies; and a silver for BBC Entertainment. In addition, BBC World News won gold in the ‘Best print campaign’ category for the Wonder Why tune-in campaign for World News Today developed by Lowe India.
Gus Gordon, BBC Worldwide Channels Asia’s Creative Director, commented, “Our team has worked passionately and tirelessly this past year, and to see our work recognised by our peers in the industry is a great honour. The new PROMAX|BDA Asia awards will inspire us to deliver even greater ideas in the coming year.”
The Amaze Your Mind campaign was an integrated brand campaign created to coincide with the launch of BBC Knowledge on StarHub in Singapore. It was also the first time BBC Knowledge had embarked on a positioning initiative.
“The strategy for the campaign was to create and emotional engagement with our viewers, asking them to question ‘what is amazing’,” commented Gus Gordon. “The brand spot ultimately explores that many aspects of what amazing could be, whether itÃ‚Â¹s exploration, the birth of a child or religion.”
The campaign also encompassed online, on-ground and on-air elements, to raise awareness of the channel and engage the viewers.
Gordon added: “This ambitious project proves that one doesn’t require huge budgets, just strong ideas, to put together a creative and effective on-air and off-air campaign.”