WARC Media Awards: Effective Channel Integration

How sophisticated communications architecture helped boost campaign effectiveness.

Grand Prix

Job-Hunting in Sneakers

Job-Hunting in Sneakers

Brand
Band-Aid
Agency
BBDO Japan
Advertiser
Johnson & Johnson
Market
Japan

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

Instead of positioning itself as a solution to blistered feet, the brand's Twitter posts and posters at transport hubs called for an option to wear sneakers to job interviews and appealed directly to HR departments to make the change, backed by PR to land TV and radio coverage.

The campaign achieved its KPIs and purchase intent among its target increased.

Gold

Say it Proud

Say it Proud

Brand
Head & Shoulders
Agency
MediaCom Indonesia
Advertiser
Procter & Gamble
Market
Indonesia

Haircare brand Head & Shoulders ran a TV, digital and radio campaign based on popular mispronunciations of its name, gaining sales and market share in Indonesia.

Blood Unity

Blood Unity

Brand
Donner Sang Compter (DSC)
Agency
FP7 McCann Dubai, FP7 McCann Beirut
Advertiser
Donner Sang Compter (DSC)
Market
Lebanon

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

#40,000Strong

#40,000Strong

Brand
Help for Heroes
Agency
McCann London
Advertiser
Help for Heroes
Market
United Kingdom

Help for Heroes, the charity, used a powerful creative motif and installation to galvanise support for military veterans in the UK.

The No Show Room

The No Show Room

The POE Special Award
Brand
Passat Alltrack 4Motion
Agency
PHD Media, Nord DDB
Advertiser
Volkswagen Sweden
Market
Sweden

Car manufacturer Volkswagen used a multichannel campaign based on a scavenger hunt to grow consideration and sales of its winter range of cars and in particular, its Passat Alltrack model in Sweden.

Silver

Bronze

Shortlist

2020 Judges

An eminent judging panel of client- and agency-side experts, chaired by Vasileios Kourakis, Global Director, Marketing ROI, Consumer Product Division, L'Oréal will be reading the entries.

Special Awards

Path-to-Purchase Award

how a campaign built an effective integration model around shopper or path-to-purchase insight

Effective Cross-Channel Measurement Award

for a campaign that most accurately measured the effectiveness of different comms channels and the halo effect that they achieved together

The POE Award

how a strategy successfully linked paid, owned and earned media

Previous winners

Arabic: Parenthood

Eleven case studies won in the Effective Channel Integration category at the 2019 competition, with Babyshop, through FP7 McCann Dubai, taking the Grand Prix.

Babyshop created a new Arabic word that meant 'motherhood' and 'fatherhood' and launched it on Mother's Day with an online film and school outreach programme.

Brand love for Babyshop among Arab mothers grew by 32%.

Contact

Lucy Aitken

Lucy Aitken
effectiveness@warc.com