WARC Awards: Effective Content Strategy
Grand Prix
I'm Drinking It For You
DB Export
Colenso BBDO
DB Breweries
New Zealand
DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low-Carb Beer in New Zealand.
Using the idea of drinking DB Export Gold ELC as a selfless act for loved ones, it launched a love song and accompanying music video on Valentine's Day through a partnership with New Zealand Media and Entertainment, and drove trial with 12-pack 'beer bouquets.
The campaign exceeded all objectives and delivered an ROI of more than 10:1.
Gold
Clásico Dogs
SNIFF
TBWA\RAAD
SNIFF
United Arab Emirates
SNIFF turned rescue dogs into football stars in a social media campaign to boost adoption rates in the UAE.
Rerank the Rich
Nuveen
MullenLowe US
Nuveen
United States
Nuveen joined with publisher Forbes to re-rank its Forbes 400 List of billionaires to reclaim its leadership in the responsible investing space in the US.
Top End Wedding
Northern Territory
Atomic Media
Tourism Northern Territory
Australia
Tourism Northern Territory created a feature film to challenge outdated perceptions of the area as a holiday destination and increase tourist numbers from Australia and the rest of the world.
Silver
Cash is no more king in India
Mastercard
McCann Worldgroup
Mastercard
India
Pop Up Books
WHSmith
FP7 McCann Dubai
WHSmith
United Arab Emirates
Unseen Potential
Al Tayer Motors
FP7 McCann Dubai
Al Tayer Motors
United Arab Emirates
Lost Votes
The Times of India
Bennett Coleman & Co. Ltd.
Bennett Coleman & Co. Ltd. (The Times Group)
India
Chinese New Year Transfiguration
McDonald's
BBDO China
McDonald's China
China<
Bronze
Relentless Moves
Century 21
MullenLowe US
Century 21
United States
Engineering Reimagined
Aurecon
In-house
Aurecon Australasia Pty Ltd
Asia Pacific & Middle East (general regions)
Inspire What's Next
Emirates NBD
FP7 McCann Dubai
Emirates NBD
United Arab Emirates
The Open Diaries
The Open University
RAPP
The Open University
UK
Shortlist
Invest In Me
Whitelion
Ogilvy Australia, Wavemaker
Whitelion
Australia
Gaming the telco ecosystem
ookyo
Maxis Broadband Malaysia
Malaysia
A moisturizer for those who never stop
Neutrogena
Johnson & Johnson
Argentina
Anything is Pause-able
OldTown White Coffee
ensemble worldwide, Initiative
White Café Sdn Bhd
Malaysia
It's Good To Be Home
du
du Telecommunications
United Arab Emirates
Making mealtime fun time
Puck
Arla Foods
United Arab Emirates, Saudi Arabia
Next%
Nike Running
Nike
China
The Pleasure is Mine
K-Y
Havas New York, Havas Formula
Reckitt Benckiser
North America
2020 Judges
A judging panel of industry experts, chaired by Ash Tailor, Global Brand & Marketing Director, LEGOLAND, read the entries.
Special Awards
The Long-Term Idea Award
for a content strategy that has delivered sustained success for a brand
Best Multiplatform Award
for a content strategy that has successfully used a range of different comms channels
Smart Spender Award
for a content strategy that was effective on a budget of $500K or less
Previous winners
Fourteen case studies won in the Effective Content Strategy category in the 2019 competition, with Plastic Oceans International, through AMV BBDO, taking the Grand Prix.
Plastic Oceans International put plastic pollution in our oceans on the global agenda by turning a Market-sized patch of trash into the world's 196th nation.
