LONDON: A global campaign from German mobile operator Deutsche Telekom has won the Grand Prix in the Tech category of the WARC Media Awards, while campaigns from Unilever, University of Sydney and Softlogic picked up Golds.
The Best Use of Tech category recognises communications that have effectively used or combined emerging platforms or technology in the media mix. As well as the Grand Prix, three Golds, two Silvers, and four Bronzes were awarded, in addition to three special awards. Full details of the winners can be found on the Awards website.
Deutsche Telekom’s campaign, Sea Hero Quest, created in partnership with MediaCom and Saatchi & Saatchi, used a smartphone game to support research into dementia. As a communications goal, the brand wanted to follow through on its ‘life is for sharing’ brand belief by tackling dementia, the biggest threat to memory.
The game, Sea Hero Quest, measured spatial navigation to create a benchmark against which dementia could be measured in future. The game received 3 million downloads, creating usable data that has since been passed onto academics. In addition to the Grand Prix, the campaign was also awarded the Early Adopter award.
“As judges, we all agreed that the most important thing was how each of the winners used their marketing assets to help solve bigger societal problems aligned with their brand purpose,” said Kristi Argyilan, senior vice president of marketing for Target, and chair of the jury.
“That was especially true of our Grand Prix winner, Deutsche Telekom. They crafted a powerful and moving digitally-animated short story to bring awareness to the world’s first-ever mobile game designed to help fight dementia. Their work, along with the rest of our winners, speaks tremendously to how technology can help brands do great things for the world around us.”
Other campaigns also explored the impact that tech could have on people’s lives. Unilever’s Lynx, a deodorant brand, worked with Kinetic and Mindshare in the UK on Bigger than Suicide. The brand worked with suicide charity CALM to increase awareness and encourage young men to share their feelings.
Another Gold winner, Softlogic with Mindshare Sri Lanka, put together a campaign to save lives in the floods resulting from the country’s heavy monsoons, with an SMS hotline to aid rescuers. Its sheer reach earned it a special award for scalability.
A special award for VR recognised P&G’s Always brand in Israel for React to Shamers, which increased the brand’s equity in the country by helping teenage girls stand up to social shaming. The experience put people in a situation of witnessing shaming, and provided the user with the words to help tackle the problem.
Readers can register for Lessons from the WARC Media Awards, a WARC event taking place on February 6, where they can hear speakers from Mars, Kinetic, SapientRazorfish, reflect on the trends and themes they have observed.
Sourced from WARC