LONDON: An Australian cough remedy, a global soft drinks giant and a Middle Eastern bank are among the winners in the inaugural Warc Prize for Connection Strategy being announced today.
A total of 20 entries were shortlisted for the global competition to find the best examples of channel thinking that delivers brand advantage and 13 emerged with medals, as the judges awarded four Golds, five Silvers and four Bronzes.
Details of the winners can be seen on the Prize website, where subscribers can also read the case studies in full.
The Golds included Bonnington's Irish Moss, an Australian cough remedy, which reversed a sharp sales decline by using data to develop a flu tracker which could then target affected areas at just moment the flu season hit.
Another Australian campaign, this one for soft drinks brand Coca-Cola and featuring a range of limited-edition, multi-coloured cans that teens could collect, play with and share, also took a Gold.
So too did Emirates NBD, a Middle Eastern bank, which increased awareness of their children's savings plans by inviting children to think about their futures and record a message to their future selves.
The fourth Gold was awarded to SmartLife, an NGO for Dubai's labourers, which created Project Akshar (Alphabets) to help labourers learn English to improve their status and quality of life.
Silver medals went to: Fanta, a soft drinks brand, which created a distinctive teen engagement platform in MENA based on gaming; mobile operator O2 for its use of rich media content and device-specific adverts to raise awareness of O2 Gurus tech advice; online fashion retailer Very for geo-targeting creative and marketing to reach consumers on the most busy shopping streets in the run-up to Christmas; Brazilian beer brand Antarctica, which developed a new positioning and a channel strategy to amplify it; and EXIT-Deutschland, an initiative to fight right-wing extremism in Germany, which secretly turned a neo-Nazi march into a sponsored walk.
Bronze medals went to drinks brands Johnnie Walker Blue Label, and Beam Suntory, the US Postal Service, and Fair and Lovely, a skin lightening cream promoted by Unilever in India.
The winners of five Special Awards will be announced over the next two days and the winner of the Grand Prix on Thursday.
Data sourced from Warc