WARC Media Awards: Effective Channel Integration
How sophisticated communications architecture helped boost campaign effectiveness.
Grand Prix
Job-Hunting in Sneakers
Band-Aid
BBDO Japan
Johnson & Johnson
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
Head & Shoulders
MediaCom Indonesia
Procter & Gamble
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
Donner Sang Compter (DSC)
FP7 McCann Dubai, FP7 McCann Beirut
Donner Sang Compter (DSC)
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Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.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
Help for Heroes
McCann London
Help for Heroes
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
Passat Alltrack 4Motion
PHD Media, Nord DDB
Volkswagen Sweden
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
Tesco during the COVID pandemic
Tesco
MediaCom UK, BBH
Tesco
United Kingdom
We are Nurses. We are the NHS.
NHS England
MullenLowe Group UK
NHS
United Kingdom
The M Word
Lloyds Bank
MediaCom UK, adam&eveDDB
Lloyds Banking Group
United Kingdom
From Bowl to Soul
wagamama
MullenLowe, the7stars
wagamama Group Limited
United Kingdom
#PauseToRemember
HomeEquity Bank
Zulu Alpha Kilo, OMD
HomeEquity Bank
Canada
Bronze
As far as we go
Almosafer
FP7 McCann Dubai, FP7 McCann Riyadh
Seera Group
Saudi Arabia
The Ramadan campaign that didn't launch in Ramadan
Jawwy
FP7 McCann Dubai, FP7 McCann Riyadh
STC
Saudi Arabia
Reclaiming leadership, one touchpoint at a time
HSBC
MullenLowe Group Singapore
HSBC Commercial Banking
Singapore
Unspoken, uae
Lighthouse Centre for Wellbeing
McCann Health Dubai, FP7 McCann Dubai
Lighthouse Centre for Wellbeing
United Arab Emirates
Breathing life into an old dog
Churchill
MediaCom UK, Engine
Direct Line Group
United Kingdom
Shortlist
#FUERZABAR
Heineken Spain
dentsu X, Ogilvy
Heineken Spain
Spain
World's largest COVID campaign
Lifebuoy
Mindshare Fulcrum
Unilever India
India
Confused to Clarity
Confused.com
PHD UK
Confused.com
United Kingdom
Social Fire
Burger King
MullenLowe US
Restaurant Brands International
United States
#NotAJoke
Change the Ref
MullenLowe US
Change the Ref
United States
Creating value beyond price
Barclaycard
OMD UK
Barclays
United Kingdom
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
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%.
