Watsons and ADA Asia crowned Overall HashMasters at the Hashtag Asia Awards 2024

After winning five gold, three silver, and four bronze trophies, securing the Overall Brand HashMaster was the cherry on the cake for Watsons at the Hashtag Asia Awards 2024.

The health care and beauty care chain store worked together with agencies Chanshiguan, CSG（阐释官), Duo Studio, and PraXis Experiential Advertising on multiple campaigns, including “Santa Hat Instagram Challenge & Santa/Santarina Special Appearance”, “Watsons × Pamela: Healthy Beauty is the New Beautiful”, “Watsons MyStore 3rd Anniversary O+O Campaign” and “Watsons Playlist: The Feel Great Concert”.

Watsons also collaborated with the influencer MIRROR, under MakerVille, to produce the campaign “Go Green with Watsons: Making Sustainability ​Sustainable”. These campaigns topped the charts in categories, such as Best Campaign by a Macro Influencer, Best Social Media Partnerships: Influencers, and Best Social Media Campaign: WeChat.

Last year’s winner, Singtel, made it onto the podium once again with five gold, four silver and one bronze, featuring the campaigns “GOMO Data Bank Launch” and “GOMO Tiktok Hijack” under the brand “GOMO by Singtel”, in partnership with Publicis Chemistry, as well as the campaign “Singtel Device Donation – Turning Hoarders into Do-Gooders” with Leo Burnett Singapore.

In third place was Changi Airport Group, with four gold and two silver from their campaigns “Experience the magic of T2” and in partnership with Ogilvy Singapore “Shall We Just Go?”

ADA Asia took the crown as the Overall Agency HashMaster, after attaining four gold, one silver, and four bronze trophies. Their work on “#UnitedInKindness – Malaysia’s first AI-generated Merdeka video” and “MAGGI Pedas Giler - #LejenRasanyaRemix.” for Axiata Group, and “Indonesiano” for Kopi Kenangan Hanya Untukmu, earned them the judges’ favour in Best Social Media Use of Emerging Technologies, Best Video in a Social Media Campaign, and Best Social Amplification Campaign.

Right on ADA Asia’s heels was Publicis Chemistry with three gold, four silver, and one bronze, with their campaigns “GOMO Data Bank Launch” and “GOMO Tiktok Hijack” for Singtel. In third place was The Ad Makers with four gold and one bronze from the campaign “WTF Campaign” for Wingstop Singapore.

The winners were chosen by a 34-member judging panel comprised of senior marketers from notable brands and agencies, including adm Group, Air Selangor, Andaz Singapore, Grand Hyatt Singapore, Archetype Singapore, Bayer, Belden Singapore, Bridgestone Asia Pacific, Campari Group, Carro, Deutsche Bank, Digital Content, Domino’s Pizza Indonesia, Edelman Singapore, First Page Digital, George P. Johnson, IHH Healthcare, Iris Worldwide, Kingsmen Experience, Media Monks, MSD Asia Pacific, Mundipharma Consumer Healthcare, OrangeTee & Tie, Organon, Oriflame Cosmetics, Phoenix Contact (SEA), PLUS Malaysia , Procter & Gamble, RGE, Singtel Singapore, Smadex, Talon OOH, Taylor's University, and ZALORA, as well as influencer Titus Low (@titusslow).

The Hashtag Asia Awards ceremony took place on the 3rd of May in InterContinental® Singapore. We sincerely thank the esteemed panel of judges for their invaluable dedication of time and thorough evaluation of each submission, guaranteeing the utmost impartiality and honesty of the awards procedure. We would also like to give our thanks to our official Beer Partners, Heineken Silver and Tiger SOJU, for their invaluable support in enlivening the event.

The MARKETING-INTERACTIVE team warmly congratulates all winners in their respective categories.

To access a detailed list of the esteemed winners, we invite you to explore the complete lineup provided here.