WARC Awards for Media: Best Use of Data
About
The Award will follow a Grand Prix / Gold / Silver / Bronze system. The jury will also nominate winners of the Special Awards that recognise specific areas of excellence.
The Awards are discipline-neutral and channel-agnostic. We encourage a broad spectrum of entries from media agencies, creative agencies, media owners, digital agencies and data specialists from all over the world. Entry is completely free and you can enter as many times as you like, using the entry form. You do not need to be a WARC subscriber to enter. To enter, submit your case study in just one category.
The deadline for entries was 5pm GMT 22 Sept 2021. The winners, announced on January 5th 2022, can be found below.
Grand Prix
Personalising danger
Water Safety New Zealand
FCB New Zealand
Water Safety New Zealand
New Zealand
Water Safety New Zealand fused historical, real-time and future data to build a predictive model based on water danger zones and reduced deaths from drowning among its male target group to zero.
The organisation discovered that instead of predicting its target audience's behaviour, it needed to uncover the hotspots where the location, weather, tides and behaviour of the individual intersect and put men in danger of drowning.
The campaign reached 95% of its target group and achieved zero deaths.
Gold
Bringing entertainment home
Warner Bros. UK Distribution
PHD UK
Warner Bros. UK
United Kingdom
Warner Bros used real-time streaming data from Amazon Prime to boost digital purchases of titles from its Home Entertainment catalogue during lockdown in the UK.
Winning retail search
adidas
MediaCom
adidas
Asia (general region)
adidas grew e-commerce sales by almost 80% across APAC though a Google partnership that added price extensions to the brand's search results.
Delay your way
Burger King
MullenLowe US
Burger King
United States
Burger King grew app downloads and sales in the holiday period with geo-targeted ads at US airports offering a free burger to travellers whose flights had been delayed.
Silver
Summer lovin'
McDonald's App
OMD Germany
McDonald's
Germany
The wise ones
Emirates NBD
FP7 McCann Dubai
Emirates NBD
United Arab Emirates
Data-driven beatmaker mission
Serato Studio
MBM
Serato
North America (general region)
Not just a Cadbury Ad
Cadbury Celebrations
Wavemaker India, Ogilvy India
Mondelez India Pvt. Ltd.
India
Bronze
First one's on us
Costa
MediaCom
The Coca-Cola Company
United Kingdom
Live the Ranger life
Ranger
Mindshare Vietnam
Ford
Vietnam
Using advanced analytics to market profitably in a pandemic
Accor
Ekimetrics
Accor
France, Germany, United Kingdom
Killer recipes
Unilever Food Solutions
Mindshare China, Dentsu Mcgarrybowen China
Unilever
China
Diabetes-driven workaround
Allianz Life Insurance
OMD Germany
Allianz Germany P.L.C
Germany
Fueling digital automation across brands and markets with e-retailer data
L'Oréal (Multiple brands)
Wavemaker A/S
L'Oréal
Denmark, Finland, Norway, Sweden
Dove Hair x Google – Future-proofing first party data
Dove
Mindshare Philippines
Unilever Philippines
Philippines
Shortlist
Changing the game
Google Pay
Essence India
Google India
India
Direct response
Jazztel
Arena Media
Orange Group
Spain
U-Win
Unilever Corporate
Mindshare Philippines
Unilever Philippines
Philippines
SEO trend spotting
KitchenAid
Havas Media Australia
Whirlpool Corporation
Australia
L'eggometer
Eggo
Starcom
The Kellogg Company
North America (general region)
2021 Judges
A judging panel of industry experts, chaired by Siew Ting Foo, Chief Marketing Officer, Greater Asia, HP, will be reading the entries.
The WARC Awards for Media recognise the role of data in effective communications. With its applications increasingly expanding – from real-time executions to audience segmentation and contextual targeting – I look forward to celebrating uses of data that stopped consumers in their tracks and connected with them meaningfully.
Chief Marketing Officer, Greater Asia, HP
Special Awards
Personalisation Award
for the best example of a campaign that used data to segment effectively
The Attribution Award
for the best example of a channel attribution model
Data-Driven Insight Award
for a campaign where data helped to identify the right audience at scale
Previous winners
There were 17 winning case studies in the 2020 competition, with Specsavers: COVID Booking Engine, through Manning Gottlieb OMD, taking the Grand Prix.