WARC Awards for Effectiveness: Long-Term Growth
The Effectiveness Show 2023
Watch episode two – the Gold and Grand Prix winner announcements here now
Or go back to episode one for the Bronze and Silver winners
Grand Prix
New Is Old
Back Market
Marcel, Paris
Back Market
France
Back Market created a new category and became the leading online smartphone seller in France with its three-year New Is Old campaign.
Back Market examined consumers' relationship with 'new' and the reasons why they were often reluctant to buy refurbished tech.
Over three years, Back Market developed the platform through TV, OOH and digital executions to change minds and became a trusted e-commerce brand, valued at €5.78bn.
Gold
Tonight, I'll Be Eating...
Uber Eats
Special, Sydney
Uber Technologies
Australia
Uber Eats grew the brand by partnering with celebrities to introduce the catchphrase "Tonight, I'll be eating..."
Silver
Bronze
Shortlist
The Little Bank That Grew
ING Bank
Ogilvy, Sydney
ING Bank
Australia
Staying on top of the mountain
Pirinsko
Noble Graphics, Sofia
Carlsberg
Bulgaria
We Do How – The story behind ANZ's most profitable brand campaign ever
ANZ
TBWA\New Zealand, Auckland
ANZ Bank
New Zealand
Long-Term Growth
For campaigns that have invested in building a brand over time (12 months or more). The judges will look for long-term creative commitments in both budget and campaign duration, as well as compelling evidence that brand investments have made a demonstrable impact on the business. Please note: the campaign can extend outside the eligibility period providing some elements of the work fall within it.
2023 Judges
A judging panel of industry experts, chaired by Vasileios Kourakis, Global Director, Marketing effectiveness (ROI) and Media, Consumer Products Division, will be reading the entries.
I am honoured to chair the Long-Term Growth category. I'll be looking for best practices on how brands navigate a fragmented media landscape, alongside multiple unfavourable business challenges such as inflation and the cost-of-living crisis, to deliver marketing effectiveness that guarantees ROI in the longer term by building brands that stand the test of time.
Global Director, Marketing effectiveness (ROI) and Media, Consumer Product Division, L'Oréal
Previous winners
There were six winning case studies in the 2022 competition, with Skinny: Get The Skinny, through Colenso BBDO Auckland, taking the Grand Prix.
Skinny found New Zealanders with the same names as Hollywood stars and used them in all content as its 'celebrity endorsement', followed by Friend-vertising, where it invited all its customers to star in the next campaign.
The campaign helped Skinny to relaunch its brand, regain credibility, reduce customer churn and grow consideration and sales.
