GLOBAL: Campaigns for UK broadcaster Channel 4, US confectionery brand Extra Gum and detergent brand OMO in the Middle East are among the winners announced today in the Effective Channel Integration category in the 2017 WARC Media Awards.
The Effective Channel Integration category sets out to show how sophisticated communications architecture can help boost campaign effectiveness. In addition to the Grand Prix, a total of two Golds, three Silvers and five Bronzes were awarded alongside three Special Awards. Full details of the winners can be found on the Awards website.
A campaign by OMD and 4creative for Channel 4 promoting its coverage of the 2016 Rio Paralympic Games in the UK won the Grand Prix. Media that can! pushed media partnerships to their limit and got one in every two Brits tuning into Paralympic sports.
A smart cross-platform strategy – which included Facebook AI technology delivering Facebook ads for those with sight loss to audio-enabled posters and a Snapchat filter used by over 250,000 young British people – also helped it pick up the 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.
One Gold went to a UAE campaign by FP7/DXB for detergent brand OMO that offered a different take on its ‘dirt is good’ philosophy.
The dullest ad in history for the least active kids in history featured a 23-hour video showing a child doing absolutely nothing except sleeping, eating and using various screens to kick off a debate about outdoor play. It also won the POE Award for strategy that successfully linked paid, owned and earned media.
The other Gold went to Wrigley’s Extra Gum for Unwrapping a love story, a US campaign by Energy BBDO that used emotional storytelling to good effect, quadrupling Extra Gum’s growth rate.
The final Special Award, the Path-to-Purchase Award for a campaign building an effective integration model around shopper or path-to-purchase insight, was taken by a campaign by GTB launching the Ford KA+ across Europe.
Using integration to win the game of snakes and ladders focused on campaign efficiency, with dynamic creative and programmatic targeting optimised against key shopping metrics.
“This diverse selection of winners from across the globe represents the most effective channel integration strategies that we have ever seen through the WARC Awards,” said Charlie Chappell, Head of Media at The Hershey Company.
“These campaigns are paving the way for the future and continue to drive change and conversation across the media landscape.”
Readers can register for Lessons from the WARC Media Awards, a WARC event taking place on February 6, where they can hear some of the category judges, including Alison Hoad, UK CSO at BBH, Dino Myers-Lamptey, UK Managing Director at MullenLowe Mediahub, and Clare Peters, Executive Director & Head of Planning, MG OMD, reflect on the trends and themes they have observed.
Sourced from WARC