GLOBAL: Knorr, the Unilever-owned packaged food brand, has scooped a gold in the Effective Channel Integration category in the Warc Media Awards, with its #LoveAtFirstTaste campaign.
Warc's case study competition recognises communications planning that has made a positive impact on business results, with the Effective Channel Integration category setting out to show how sophisticated communications architecture can help boost campaign effectiveness. In the judges' opinion, the three gold winners – LEGO and Churchill Insurance were the other two – more than fulfilled this criterion
Knorr's Love At First Taste campaign through PHD, was described by judge Paul Frampton, CEO Havas Media Group UK & Ireland, as "an incredible campaign that had an amazing number of people interact with it.
"Considering they could have just stuck money in TV ads, what they did encouraged people to go and buy the product," he said. "This was a good example of content, then owned platform and earned media, and then paid media to go after millennials."
Commenting on LEGO's Make LEGO the Star of Christmas campaign, through UM Australia, Richard Shotton, Deputy Head of Evidence, Manning Gottlieb OMD, and one of the judges, said: "There was a wonderful order in their approach, focusing on fans, then the stunt with the star, then celebration, then UGC – that was excellent integration."
Churchill's Lollipoppers campaign, through MediaCom, saw the brand champion safer road crossing for children on their way to and from school. "I fell in love with the whole thing," said Dominique Touchaud, Global Brand Strategist, Associate Brand Director, Procter & Gamble. "They solved a real issue and when they realised something didn't work, they did something else."
Silvers were awarded to UM Romania for its Pay With Blood campaign for the National Institute of Blood Transfusion and Untold Music Festival, to Starcom's Never A Stranger campaign for Airbnb, and to FP7 DXB's Project Alphabet for NGO Smartlife.
The Grand Prix and Special Awards in this category – and across all four Awards categories – will be announced at an event at in London next month.
Data sourced from Warc