07 July 2010, Singapore – SPE Networks – Asia’s channels AXN, Animax and Sony Entertainment Television have had their creative efforts rewarded once more at the PromaxBDA World Gold Awards 2010 held 22 - 24 June at JW Marriott at LA LIVE in Los Angeles. Recognizing excellence in design as well as marketing and promotion in the global entertainment industry, the event saw a total of seven honours won, with AXN taking one Gold and a Bronze; Animax getting a Silver and a Bronze; and Sony Entertainment Television bagging a Gold and two Silver kudos.

En-route to winning the 2010 PromaxBDA World Gold Awards, SPE Networks – Asia’s creative submissions had already contributed tangible returns and results. These include TV ratings boosts and successful integrated campaigns that reached out to viewers via multiple media platforms, which already made each channel’s submissions successes in their own rights.

Some of these notable award-winning campaigns include: The heart of action and adventure and Asia’s leading English general entertainment channel AXN won the coveted Gold award in the ‘Dramatic Program Campaign’ category with the campaign for CSI: NY Season 5. With novel teasers encapsulating the essence of the show in the iconic NYC ‘Big Apple’, the campaign was followed by fresh promo spots with a Britney Spears track-based montage to highlight the complexity and plot of the new season. The result was a stunning 70% increase in timeslot average ratings for the series’ premiere.

A Gold kudos also went to Sony Entertainment Television’s Aprondisiacs campaign which heralded the premiere of the fourth season of reality competition TV series Top Chef. Collaborating with Singapore celebrity designer Keith Png, an exclusive and sexy pair of male and female aprons was produced to be sold to the public with proceeds going to charity organization Singapore Breast Cancer Foundation. In addition to on-air promotions, the Sony Entertainment Television team also took the apron sales online and along Singapore’s shopping district Orchard Road, with the aprons donned by male and female models.

A Silver award went to Animax’s InuYasha – The Final Act promotional campaign with on-air promos produced without footage from the anime series due to restrictions by the program distributor, to tell the story. Online, a user-generated content campaign linked viewers’ pictures of themselves into a seemingly unending string of pictures to express their love for the show. On-ground events gathered hundreds of fans to form flashcard displays for the series. The integrated campaign contributed to top ratings for InuYasha – The Final Act especially in Hong Kong and Taiwan.

The complete list of the seven accolades won by SPE Networks – Asia channels this year:

AXN
GOLD, Television-Video Presentation: Network Channel, Station, Platform Branding/ Image Promotion – Dramatic Program Campaign -
CSI: NY Season 5

BRONZE, Other Design Applications – Promotional Item - CSI lanyards
Being the Home of CSI, AXN specially designed the lanyards with the crime scene tape in mind. Featuring all three logos of the CSI franchise and messages ‘Crime Scene Do Not Cross’ and ‘The Evidence Never Lies’, the lanyards proved to be a favourite among recipients.

SONY ENTERTAINMENT TELEVISION
GOLD, Out-of-home Print and Poster: Craft Categories — Promotional Items Campaign - Aprondisiacs

SILVER, Other Design Applications - Sales or Internal Marketing Presentation & SILVER, Trade or Internal Marketing Video / Presentation — External - SET Sales Reel – Hazardous Materials

Playing on Sony Entertainment Television’s identity of a female-centric channel, the psyche of a woman was analyzed down to a science, with upcoming shows weaved in around the brand personality - in a wickedly juicy manner

ANIMAX
SILVER, Integrated Media Promotion: Content Promotion - Dramatic Program Campaign using Integrated Media - InuYasha - The Final Act Promotional Campaign

BRONZE, Television-Video Presentation: Network, Channel, Station, Platform Branding / Image Promotion - Made-for-Television Movie Spot - LaMB “The Future of Justice”

Promoting Animax’s first-ever original animation project LaMB, a 3D model of the protagonist was created and emotions were conveyed through sound effects and text. The “less is more” treatment added impact and tapped into audiences’ imagination, and was part of a successful integrated campaign.

Consisting of the PromaxBDA Design Awards Competition and the PromaxBDA Promotion and Marketing Awards Competition, PromaxBDA World Gold Awards is the only competition dedicated to recognizing excellence in marketing, design and creative content in the entertainment industry. The contests honour the best design work as well as promotion and marketing work respectively, from any company or individual, broadcast, published or released in their respective markets. Attracting thousands of entries each year, the PromaxBDA World Gold Awards are recognized as the industry standard for excellence.