LONDON: Campaigns for soft drinks giant Coca-Cola and mobile operator O2 have won Special Awards in the inaugural Warc Prize for Connection Strategy.
The Attribution Award for the best example of a channel attribution model went to O2. Bringing smart tech to life for O2 Gurus was devised by Microsoft and ZenithOptimedia and sought to raise awareness of the service offered by O2 Gurus – a nationwide team of technology experts who provide free, impartial mobile technology advice instore, online and over the phone – while also increasing online sales.
Eloi Casali, global digital director at ZenithOptimedia, explained that the campaign "consisted of an ecosystem of targeting techniques and creative executions that allowed [us] to deploy a powerful cross screen campaign, taking consumers all the way through a communication strategy".
"Not only was the campaign a success," he added, "it allowed us to better understand which screens delivered the best performance across a variety of signals: time of day, previous exposure, impact on e-commerce as well as creative executions."
The POE Award for the best example of a strategy that links paid, owned and earned media went to Coca-Cola for #colouryoursummer. This campaign – created by UM Sydney and featuring a range of limited-edition, multi-coloured cans that teenagers could collect, play with and share – also took a Gold.
Sophie Price, Chief Strategy Officer, UM Australia, was delighted at the acknowledgement of the agency's connections work for the brand.
The campaign, she said, demonstrated UM's approach to POE: "creating powerful connections ecosystems of owned assets, content, conversations and experiences that help to spread a brand's idea or creative story through culture and communities".
"For this campaign we leveraged Coca-Cola's most powerful owned asset (their cans) and fused this with new mobile technology to unlock a world of unique experiences built just for teens," she added.
Leo Roberts, GMM Integrated Marketing Communications, Coca-Cola South Pacific, explained that a core principle of the brand's communications planning was to "think of solutions that work across the full spectrum of available connection points".
That process begins, naturally, with Owned opportunities and Paid investment used to support and amplify these further.
"We also strive to generate ideas and solutions that are participatory in nature and as a result, if deployed correctly, can generate significant Earned value to support the delivery of our objectives." he added.
This had all come together in #colouryoursummer: "It was this thinking, combined with strong insights, creativity and hard work from all concerned that led to its success."
The Award comes as Coca-Cola launches the latest iteration of the campaign for the Australian summer which will feature colour-changing packaging that tells when the product is chilled to the perfect temperature.
Details of all the winners so far can be seen on the Prize website, where subscribers can also read the case studies in full.
Further Special Awards winners will be announced tomorrow and the Grand Prix winner on Thursday.
Data sourced from Warc, Ad News