Best Use of Tech

Communications that have effectively used or combined emerging platforms or technology in the media mix. How did a particular tech or platform help address a specific business problem?

Grand Prix

Monty – The world's first AI predictive commentator

Scalable Idea Special Award

Fox Cricket: Monty – The world's first AI predictive commentator

Brand Fox Cricket
Agency Mindshare Sydney
Advertiser Foxtel
Country Australia

Foxtel created a truly game-changing campaign to encourage people to pay for a product they'd previously enjoyed for free.

It created a new way to watch the game that would set its subscription apart: Monty, the world's first AI 'predictive commentator'.

Monty delivered an 18% increase in average weekly sales, while Fox Cricket became the number-one channel for share, beating the full-year performance of every other channel despite only launching in September.

Gold

Blend-In

Platform Pioneer Special Award

Pantene: Blend-In

Brand Pantene
Agencies MediaCom Connections Israel, ACW Grey Tel-Aviv
Advertiser Procter & Gamble
Country Israel

Pantene reinvented the approach of its Beautiful Lengths programme to build hair donation momentum and reduce barriers to donating hair in Israel.

The Irreplaceable Home Taste

Early Adopter Special Award

Knorr: The Irreplaceable Home Taste

Brand Knorr
Agency PHD Hong Kong
Advertiser Knorr
Country Hong Kong

Knorr employed innovative AI In-Video Ad Insertion Technology to embed ads within popular Hong Kong sitcom Come Home Love: Lo And Behold to increase sales and boost brand awareness.

Silver

Jinlingguan: AI Baby Expert

Brand Jinlingguan
Agency Mindshare
Advertiser Yili
Country China

Google Translate: The Secret Menu

Brand Google Translate
Agency PHD China
Advertiser Google
Country China

Bronze

McDonald's: Capacity-Based McDelivery 2.0

Brand McDonald's
Agency OMD Singapore
Advertiser Hanbaobao Pte Ltd
Country Singapore

Maybelline: QQ Dancing

Brand Maybelline
Agency Mindshare China
Advertiser L'Oréal
Country China

Danner: United Against Abuse

Brand Danner
Agency MediaCom
Advertiser Danner
Country Denmark

Shortlist

E-Com Detox

Brand TRESemmé
Agency Mindshare Vietnam
Advertiser Unilever
Country Vietnam

The AI Dentist

Brand P/S
Agency Mindshare Vietnam
Advertiser Unilever
Country Vietnam

Kiss Trigger

Brand Closeup
Agency Mindshare Vietnam
Advertiser Unilever
Country Vietnam

CNY Memory Train

Brand Hsu Fu Chi
Agency Mindshare China
Advertiser Nestlé
Country China

All-Star Weekend

Brand Nike
Agency Mindshare China
Advertiser Nike
Country China

Influence the influencer

Brand Castrol
Agency Mindshare
Advertiser BP
Country China

The People’s Seat

Brand United Nations Framework Convention on Climate Change (UNFCCC)
Agencies Grey London, WPP
Advertiser The United Nations
Country United Kingdom

Joyride

Brand Nike
Agency Mindshare China
Advertiser Nike
Country China

Top Gifting Choice

Brand UNIQLO
Agency Mindshare China
Advertiser Fast Retailing
Country China

You'll Be Fine

Brand Toyota Hilux
Agency m/SIX
Advertiser Toyota
Country United Kingdom

Judges

Special Awards

Early Adopter Award – how a brand successfully embraced a new platform

Most Scalable Idea Award – for a tech-led idea with the scope to make an impact within its sector and, potentially, beyond

Platform Pioneer Award – how a brand found an innovative and effective way to use an existing platform

Contact

Lucy Aitken

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


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