The WARC Awards scheme is a global search for next-generation marketing effectiveness, and the winning papers can be read in full on the Awards website.
Whirlpool took the Grand Prix in the Best Use of Brand Purpose category, with Care Counts, a campaign created by DigitasLBi which saw washers and dryers installed in schools to give disadvantaged students access to laundry facilities and boost attendance rates. This also took the Partnership Award for the best purpose-led strategy that relies on a collaboration.
“It is a brand that’s trying to be in a different place, behind purpose, and I applaud them for that,” said Jim Stengel, President & CEO, The Jim Stengel Company and chair of the judging panel.
The Longevity Award in this category went to Ariel for its Dads Share the Load campaign by BBDO India, while the Analytics Award was won by Huggies for No Baby Unhugged, a Canadian campaign created by Ogilvy and Mindshare.
In the Effective Use of Content Category, the Grand Prix went to a campaign by UM Malaysia/Ensemble for KFC Malaysia. Stealing a burger-march on McDonald's using real-time data used programmatic technology to create and distribute content to millennials to launch its Hot and Cheezy burger and outperform targets by 50%.
“McDonald’s is the king of burgers so for KFC to make something enduring that could be fun for kids is smart,” observed judge Charles Baker, Strategy Director, BBDO Hearts & Science. “This kind of thing is really about building preference and repeat visits.”
The Low Budget Idea award in this category went to This Bike has MS, a whiteGREY Australia campaign for MS Limited Australia, while the Best Multiplatform Award went to Le Fantôme, a European campaign for the Ford Edge created by GTB; the Long-Term Idea Award was taken by Knorr’s Love at First Taste, a global campaign designed by MullenLowe London.
The Grand Prix in the Effective Social Strategy category was also won by KFC, this time for a campaign by BBH London: Dirty Louisiana: don't make dirty good, make clean bad was a humorous clean-eating campaign to launch a new product in the UK.
“They really nailed the irreverent nature of the brand,” said Rachel Mercer, Vice-President, Head of Digital Strategy, Deutsch NY. “and I liked how data-driven it was, using the sentiment analysis around clean eating.”
The Live Award in this category went to Creating Cupfusion, a campaign by Ketchum for US confectionery brand Reese’s, the Customer Journey Award to #BeYourOwnFilter, created by TBWA\ Group Singapore for Maybelline, and the Low Budget Idea award to Free Puppies Forever a campaign by McCann Melbourne for Australian charity Seeing Eye Dogs.
Data sourced from WARC