Next year, China will become the world's second biggest smart phone market. But it is still dominated by global brands. Domestic player OPPO needed to stand out from the competition. Based on the insight that men enjoy exploring the unknown, 'Find me' was a film that challenged male consumers to solve puzzles within the context of social media. A central video drove viewers to a game site where they assumed the role of Leonardo, the lead character. In the space of a month, the initiative attracted 1.2 million players and 380,000 hours of gameplay, raising purchase intent and becoming one of the hottest topics on Twitter.

Blogging is big business for telcos in Malaysia, but payment to superbloggers for 'advertorial' fees is widespread. DiGi went against the trend by building a community of unpaid 'nobody' bloggers built around SMBs. A year-long comprehensive engagement programme resulted in a community of over 5,300 DiGi 'evangelists' reaching an audience of 43 million.

Intel wanted to enhance its relevance to CIOs and IT managers. Acknowledging the stress levels of its target audience, the brand lent a sympathetic ear and built a platform to enable them to share experiences in a light-hearted way as a community. ITGaGa became one of China's most successful IT campaigns, engaging a total of 51 million people.