WARC Awards for Effectiveness: Sustained Growth
Watch the Bronze, Silver, Gold and Special Award announcement on demand below
Grand Prix
Aldi Stores: 2010-2019 – How taking an alternative path took Aldi from shame to pride
Aldi
McCann Manchester
Aldi
United Kingdom
German discount supermarket Aldi ran a ten-year, multi-channel campaign in the UK to improve perceptions, grow sales and share, and become a top-five grocery retailer.
It tackled negative consumer perceptions in the course of four campaigns, demonstrating quality, product range, pricing and provenance; media included TV, radio, press, PR, social, digital and OOH.
By 2017, it achieved fifth-place with 6.2% share; by 2019 it had 7.9% share and annual sales of £9.49bn; it exceeded all targets, achieving 64% penetration, 20.6 frequency and basket size of 19.1 – the most of any competitor.
Gold
Sick Kids: Sick Kids vs conventional fundraising
SickKids Foundation
Cossette, Toronto
SickKids Foundation
Canada
Toronto's SickKids Children's Hospital needed to raise $1.3bn over six years to build a new facility so it ran a long-term campaign that evolved annually to drive one-off and monthly donations.
Silver
Aldi UK: How Aldi keeps on winning Christmas with Kevin the carrot
Aldi
McCann Manchester
Aldi
United Kingdom
SK-II: Change destiny
SK-II
Forsman & Bodenfors, Singapore
Procter & Gamble
China, Japan, United States
KFC Australia: Long-term brand story
KFC Australia
Ogilvy Sydney
Yum! Brands
Australia
Bronze
Shortlist
Ancestry: From relic to treasure
Ancestry
the7stars, London
Ancestry.com
United Kingdom
Sipsmith: Scaling up and sustaining it
Sipsmith
Ogilvy, London
Suntory
Europe
AA Insurance: Live a little freer
AA New Zealand
DDB Aotearoa, Auckland
New Zealand Automobile Association
New Zealand
Equity Bank: Don't clip their wings
Equity Bank
Ogilvy Africa Kenya
Equity Group Holdings
Kenya
Heineken: Taking Heineken 0.0 to the parts other beers cannot reach
Heineken
Publicis Milan
Heineken
Global
NRMA Insurance: Every home is worth protecting
NRMA Insurance
The Monkeys, Sydney
Insurance Australia Group
Australia
Confused.com: Confusion to clarity
Confused.com
PHD, London
RVU
United Kingdom
Nationwide Building Society: How playing the long-game paid dividends
Nationwide Building Society
VCCP, London
Nationwide Building Society
United Kingdom
The National Lottery: Rebuilding belief in the Irish National Lottery
The National Lottery
Core, Dublin
Government of Ireland
Ireland
Sustained 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.
2021 Judges
A judging panel of industry experts, chaired by Brent Smart, Chief Marketing Officer, IAG, will be reading the entries.
Special Awards
Reinvention Award
For the best example of a brand successfully modernising an existing communications platform or positioning.
Data Application Award
For a campaign that applied data and insight in an effective way, or took a new approach to measurement.
Global Growth Award
For the best multimarket brand-building campaign.
