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Four Aussie campaigns make WARC 100's top ten

News, 05 April 2017

SYDNEY: Four Australian campaigns have made the top ten of this year's WARC 100 index, the highest number from any single country.

Furthermore, seven Australian campaigns were represented among the top 100 marketing campaigns in the world last year.

The WARC 100, released yesterday, is an annual ranking of the world's best marketing campaigns and companies according to their business impact.

The rankings, now in their fourth year, are built on a rigorous methodology developed in consultation with Douglas West, Professor of Marketing at King's College, London. The full Warc results for 2017 can be found here.

The highest ranked Australian campaign in the top ten, at #3, was Lucy The Robot by Atomic 212 Group, for robotics brand Double Robotics.

The highly-awarded viral campaign aimed to launch the Double Telepresence robot in Australia by being the first person, droid or human to buy the iPhone 6s in the world. The stunt was covered in 4,000 news stories globally, resulting in more than 12,000 sales enquiries worth more than A$44m.

Data driven campaigns also performed highly in the WARC 100 this year. At #6, Affinity's campaign for Narellan Pools in Australia used a weather-polling app to feed forecast and real-live temperature data into its buying platform.

The brand was able to use this data to assess the conditions that could match the data collected for the busier purchase periods and activate its media spend accordingly. The campaign increased direct leads by 11% and sales by 23% year-on-year.

Leo Burnett Melbourne's campaign for Australian fruit processor SPC Ardmona, #MyFamilyCan, came in at #9 and sought to position the brand against international competitors by emphasising its local origins to spark a debate about food labelling in Australia.

More than half (56.5%) of media spend was devoted to social and digital video, alongside four million branded cans in supermarkets.

Rounding out the top ten, McCann Melbourne's campaign for budget airline Tigerair's Infrequent Flyers aimed to engage Australia's price-driven, low-frequency travellers.

Key to success was a combination of PR and paid media to drive traffic to a bespoke CRM platform, eventually driving brand consideration from 59% rejection to a 73% likelihood to recommend within six months of the campaign.

Data sourced from WARC