MUMBAI: The festival of Asian Marketing Effectiveness, Asia Pacific’s premier gathering of marketing, advertising, media and brand experts, has launched an integrated marketing campaign, designed by Lowe + Partners Asia Pacific, promoting the upcoming 2013 Festival taking place across 8 &9 May in Shanghai.

"We're delighted to be working with Lowe + Partners again,” says Asian Marketing Effectiveness festival director Myriam Coupard. “They are a highly creative team who understand the focus of the Festival and in turn have produced an innovative and exciting campaign for 2013."

Drawing on the effectiveness theme, a series of print ads and banners are running throughout Asia Pacific as well as the exciting launch of a dedicated microsite: Make A Real Case, Not Just The News. The site invites users to upload their own ads and then take it viral by sharing their newscaster video via Facebook or Twitter. A real case can then be made by entering the ad directly into the Festival of Asian Marketing Effectiveness. All of the users’ uploads will combine to create a unique online reel where visitors to the site can watch a compilation of the uploaded ads and gain an insight into the work currently coming out of the region.

Talking about the campaign, Lowe Malaysia executive creative director Brandie Tan says, “In celebrating the most effective work across Asia, our starting point was that a beautiful campaign is an incomplete job if it does not ultimately solve the client’s challenges. After all, an effective campaign creates genuine impact at all levels; and not just with 'likes'. The FAME awards recognise and reward this. For our team across Lowe Malaysia, Singapore and The Philippines, working with the Festival of Asian Marketing Effectiveness is a very natural, collaborative fit.”

About the partnership, Lowe + Partners Asia Pacific regional president Rupen Desai  comments, “The effectiveness of our work and celebration of the same is critical for the entire industry, not just at Lowe + Partners. For Asia, it does not get any bigger than the Festival of Asian Marketing Effectiveness. We are proud to be partnering with them for the second year in a row and hope 2013 proves to be a bigger success than any of their previous years.”

The festival of Asian Marketing Effectiveness is currently accepting entries into 28 categories. A packed two-day programme of content and exhibitions is planned for this year’s Festival which will conclude with the much anticipated Awards Ceremony, where the winners of the 2013 festival will be revealed.