Effective Channel Integration

How sophisticated communications architecture helped boost campaign effectiveness.

Grand Prix

Al Umobuwah – Putting 'Mum' into 'Parenthood'

Babyshop: Al Umobuwah – Putting 'Mum' into 'Parenthood'

Brand Babyshop
Agency FP7 McCann Dubai
Advertiser Landmark Group
Country Middle East & North Africa

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

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%.

Gold

4:25 Hunger Bar Launch

POE Special Award

Oh Henry!: 4:25 Hunger Bar Launch

Brand Oh Henry!
Agencies UM Canada, Anomaly
Advertiser The Hershey Company
Country Canada

Candy bar Oh Henry! reclaimed the number one spot in the candy bar market from rivals Snickers and Mars, and staked a claim to the untapped cannabis-induced 'munchies' space.

Hungry Puffs

Foodbank WA: Hungry Puffs

Brand Foodbank WA
Agency The Brand Agency
Advertiser Foodbank WA
Country Australia

Hunger charity Foodbank Western Australia created a new cereal brand, consisting of an empty box, to raise awareness and funds in the run-up to Christmas in Western Australia.

Silver

Effective Cross-Channel Measurement Special Award

Path-to-Purchase Special Award

Skinny: The Best 'Freekend' Christmas Ever!

Brand Skinny
Agencies PHD New Zealand, Platform29
Advertiser Spark NZ
Country New Zealand

KFC: Buckethead Army

Brand KFC
Agencies MediaCom, Ogilvy Australia
Advertiser Yum! Brands
Country Australia

Babyshop: World Without Walls

Brand Babyshop
Agency FP7 McCann Dubai
Advertiser Landmark Group
Country Middle East & North Africa

Bronze

Dulux: Brighter Homes, Brighter Kids

Brand Dulux
Agency MediaCom China
Advertiser AkzoNobel
Country China

Sunlight: The Mekong Connection

Brand Sunlight
Agency Mindshare Vietnam
Advertiser Unilever
Country Vietnam

Corona: Wave of Waste

Brand Corona
Agency PHD Media
Advertiser AB InBev
Country Australia

Shell: Cross-channel measurement

Brand Shell
Agency MediaCom
Advertiser Shell Fuels
Country Hong Kong

Lifebuoy: A mission to cut sick days by half

Brand Lifebuoy
Agency Mindshare Vietnam
Advertiser Unilever
Country Vietnam

Shortlist

The Broadway Musical

Brand Skittles
Agency MediaCom
Advertiser Mars
Country United States

Thrush The Musical

Brand Canesten
Agency PHD Media Australia
Advertiser Bayer
Country Australia

There's milk here

Brand Quebec Milk Producers
Agency Touché!
Advertiser Quebec Milk Producers
Country Canada

Warning – Do Not Attempt

Brand Sport Chek
Agency Touché!
Advertiser FGL Sports
Country Canada

The 24-Hour Magazine of Natural Beauties

Brand Dove
Agencies Mindshare Vietnam, T&A Ogilvy
Advertiser Unilever
Country Vietnam

Crunchy Sounds Challenge

Brand Lay's
Agency Mindshare
Advertiser PepsiCo
Country China

World Cup

Brand The Economist
Agency Proximity London
Advertiser The Economist Group
Country United Kingdom

Kyrie5 – Reinventing the ‘Sneakerdrop’

Brand Nike
Agency Mindshare China
Advertiser Nike
Country China

Politics Tamed

Brand The Times & The Sunday Times
Agencies m/SIX, Pulse Creative
Advertiser News UK
Country United Kingdom

Judges

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.

Contact

Lucy Aitken

Lucy Aitken, Managing Editor – Case Studies
+44 (0) 20 7467 8154
mediaawards@warc.com


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