WARC Media Awards: Best Use of Data

Recognising the role of data in an effective communications strategy.

Grand Prix

COVID Booking Engine

COVID Booking Engine

Data-Driven Insight Special Award
Brand
Specsavers
Agency
Manning Gottlieb OMD
Advertiser
Specsavers
Market
United Kingdom

British optician and audiologist Specsavers took a data-driven approach to improve customer experience and deliver demonstrable and sustainable value back to the business in the UK.

Using its digital booking engine, Specsavers could understand live appointment availability on an individual store level, reduce the volume of unused eye test slots and thereby increase sales volumes.

The approach drove a 68% uplift in eye test volume growth in stores, unlocking a new way to drive eye test appointments and allowing the brand to put a value on its first-party data.

Gold

Lifetime Value

Lifetime Value

Attribution Special Award
Brand
Direct Line
Agency
MediaCom UK
Advertiser
Direct Line Group
Market
United Kingdom

British insurer Direct Line integrated customer lifetime value calculations into its pay-per-click bidding strategy to reduce advertising costs and increase sales volume and value in the UK.

Data-driven search delivers for iPhone 11 launch

Data-driven search delivers for iPhone 11 launch

Brand
O2
Agency
Havas Media Group
Advertiser
Telefónica
Market
United Kingdom

Telco O2 channelled the power of data to drive sales growth and efficiency gains for Apple's new flagship device in the UK.

Strategy taking flight

Strategy taking flight

Personalisation Special Award
Brand
Singapore Airlines
Agency
PHD Singapore
Advertiser
Singapore Airlines
Market
Global

Singapore Airlines, the airline, delivered an increase in revenue with its transformative use of data in a 32-country campaign.

Using data, empathy and out of home to sell international SIMs

Using data, empathy and out of home to sell international SIMs

Brand
O2
Agency
Havas Media, Talon Outdoor
Advertiser
Telefónica
Market
United Kingdom

UK telco O2 increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home campaign.

Silver

Bronze

Shortlist

2020 Judges

An eminent judging panel of client- and agency-side experts, chaired by Mark Evans, Managing Director of Marketing and Digital, Direct Line Group will be reading the entries.

Special Awards

Personalisation Award

for the best example of a campaign that used data to segment effectively

The Attribution Award

for the best example of a channel attribution model

Data-Driven Insight Award

for a campaign where data helped to identify the right audience at scale

Previous winners

Pair of Vans, personalised with an eye pattern

Nine case studies won in the Best Use of Data category at the 2019 competition, with Vans, through Starcom and MRY, taking the Grand Prix.

Vans turned sixteen influencer communities into programmatic audience segments, within which 48 pieces of content were promoted through targeted, personalised social media posts.

The campaign increased ad awareness and word of mouth exposure by 22% and 24% respectively, directly generating $895k in revenue and an ROAS of 390%.

Contact

Lucy Aitken

Lucy Aitken
effectiveness@warc.com