WARC Awards: Effective Use of Brand Purpose

Grand Prix

Picture of a pub in a rural area

The Country Pub Project

Brand
Airbnb
Agency
Airbnb Creative APAC
Advertiser
Airbnb
Market
Australia

Airbnb regained its position as the most popular booking site by creating a project to support regional Australia by boosting a staple of rural life: the country pub.

The campaign was distributed via mass media with high reach, and used a combination of public policy, paid media, earned media and owned channels in a three-stage strategy.

Results exceeded targets, with a reach of more than 15m and video views of more than 30m driving increases in brand favourability and unaided awareness.

Gold

Party of Indian people with rainbow flags and male couple holding hands

Out & Proud – India Comes Out of the Closet

Evaluation Special Award
Brand
Times of India
Agency
FCB India
Advertiser
Bennett Coleman & Co. Ltd
Market
India

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ with a special Out and Proud classifieds section in India.

Inked illustration of a charity ribbon with caption 'The Gift of Mom'

The Gift of Mom

Employee Engagement Special Award
Brand
Babyshop
Agency
FP7 McCann Dubai
Advertiser
Landmark Group
Market
United Arab Emirates

Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Backs of two women walking next to a seated crowd, one wearing a Tunisia flag

The Uncovered

Brand
Ahmini
Agency
Wunderman Thompson Tunis
Advertiser
Tunisie Telecom
Market
Tunisia

Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.

An older bearded man sitting in conversation with a young girl wearing a headscarf

As far as we go

Brand
Almosafer
Agency
FP7 McCann Dubai
Advertiser
Seera Group
Market
Saudi Arabia

Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.

Silver

Bronze

Shortlist

2020 Judges

A judging panel of industry experts, chaired by Ivan Pollard, Senior Vice President, Global Chief Marketing Officer, General Mills, will be reading the entries.

Special Awards

Evaluation Award

for a brand purpose strategy that has gone the extra mile in measuring both commercial and societal impact

Employee Engagement Award

rewarding a purpose-led strategy that is consistent both inside and outside an organisation

Sustainability Award

for a brand that has replaced a strategy or business practice with a more sustainable alternative and can prove that it has contributed to long-term brand health

Previous winners

Babyshop magazine

Thirteen case studies won in the Best Use of Brand Purpose category in the 2019 competition, with Babyshop, through FP7 McCann Dubai, taking the Grand Prix.

Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.

As a result, brand love for Babyshop among Arab mothers grew by 32%.

Contact

Lucy Aitken

Lucy Aitken
effectiveness@warc.com