The Warc Prize for Connection Strategy Awards went live on warc.com last week. These awards focus on channel ideas that deliver brand advantage. It is a global case study competition that looks for excellence in connection strategy, channel analysis and measurement. Coca-Cola, the soft drinks giant, won the Grand Prix. I've dug a little deeper to highlight a selection of content that I found particularly noteworthy.
The Warc Prize for Asian Strategy Awards went live on warc.com last week. These awards recognise and reward great strategic thinking in marketing in the region. Idea Cellular, the Indian mobile network operator, won the top prize. There are 80 winning and shortlisted papers in total which Warc subscribers can view here. I highlight a selection of content, mostly from the long tail, that I found particularly noteworthy.
The APG Creative Strategy Awards went live on warc.com today. These awards recognise the central role of planning and are dedicated to inspiring the exchange of ideas and expertise on how business can benefit from creative thinking. This Girl Can, a campaign devised by FCB Inferno for Sport England, won the Grand Prix and I've dug deep into the 60-strong case studies to showcase campaigns that demonstrate how to overcome a variety of marketing challenges.
The Jay Chiat Awards went live on warc.com today. The global 4A's Jay Chiat Awards recognise the best strategic thinking in the industry. Great strategies lead to ideas that engage us, move us to action, and even change the way we see the world.
Here's a selection of my top picks.
Mountain Dew: Dew bottle tool
Mountain Dew, a soft drink brand, wanted to regain relevance among its niche skater community target audience in Colombia. On-ground research revealed that skaters in Colombia do not leave home without a 10'' ring spanner in their pocket which they use to tighten or loosen their board screws. This presented Mountain Dew with the opportunity to put utility, via its packaging, at the heart of its campaign. T
The MMA Smarties went live on warc.com this week. The Mobile Marketing Association Smarties Global Awards are presented to campaigns that use innovation and creativity to successfully push the boundaries of mobile marketing.
Mobile marketing is still relatively new, and so effectiveness is hard to achieve. But the following case studies showcase some interesting techniques and emerging innovations. Here's a very brief run down of the campaigns that I thought were noteworthy, and why.
The Atticus Awards went live on warc.com today. They are a selection of winning papers which are open exclusively to professionals working in WPP companies. They honour original marketing thinking.
I've surfaced a selection that I think deserve a special mention. Themes explored include best practices on successful brand migration across Western and Eastern markets, the cultural dynamics driving change in the global luxury market and a guide to effective mobile advertising.
This post is by Ben Essen, head of planning at iris.
Question. What percentage of Volvo drivers are regular cyclists?
What fraction of Always $3.4 billion worldwide sales are made by 13 year-old girls? How many of Burger King's customers are gay?
Mainstream brands constantly seek Big Ideas powered by Universal Insights. As Byron Sharp tells us, brand penetration requires advertising at scale – and an ability to appeal to as many people as possible. The accepted wisdom is therefore that we must create inclusive ideas that alienate as few people as possible. Research is used to overcome objections and find the common ground acceptable to the average consumer. When our target is everyone and our media is the globe there's no time to pander to the long-tail of niche interests and demographics.
It's interesting, then, to look at some of the big Cannes winners.
This post is by Mobbie Nazir, chief strategy officer at We Are Social.
I recently had the pleasure of being one of the judges for the second ever Warc Prize for Social Strategy, whose winners were announced earlier this morning. The award is focused on recognising social ideas that drive business results and, as such, is a fantastic showcase of best practice within the marketing industry.
It was clear from looking at the 32-strong shortlist just how much social communications have evolved and continue to do so. We're seeing more longer term, strategic use of social to build brands, or create a meaningful role for brands in people's lives. We saw the most effective brands and organisations shift their mindset from focusing on social platforms, to using social insights to create integrated ideas that people naturally want to share, talk about, and get involved with. And, from the more mature, large-scale efforts to the clever, low budget activations – all were working towards delivering real business value, not just likes and shares.
The Warc Prize for Social Strategy shortlist features 32 entries which Warc subscribers can view here. And what a shortlist! There are some great case studies that demonstrate excellent use of social/digital that drove solid business results. These cases mark a notable maturity in digital marketing, linking earned media to commercial impact.
The DMA UK Awards 2014 were recently published on warc.com. The Direct Marketing Association recognises campaigns that demonstrate how brilliant strategic thought and creative ideas drive outstanding results. There were 61 case studies in total, which Warc subscribers can view here but if you're short on time then I highly recommend the following.
Crimestoppers UK: Putpockets
Crimestoppers, the UK’s biggest crime fighting charity, wanted to raise awareness about pickpocketing. Taking direct marketing to a whole new level, the campaign took a stunt marketing approach by placing leaflets shaped like commonly stolen items in people’s bags and pockets, doing so without their knowledge. The tactic showed in a very practical and personal way how easily someone could be a victim of pickpocketing.