The Adaptive Data Lighthouse, a campaign by Mindshare for Lifebuoy, the Hindustan Unilever-owned soap, has won the Grand Prix in the Best Use of Data category in the 2018 WARC Media Awards.

The Best Use of Data category recognises the role of data in an effective communications strategy. In addition to the Grand Prix, four Golds, three Silvers and four Bronzes were awarded alongside three Special Awards. Full details of the winners can be found on the Awards website.

The Adaptive Data Lighthouse is a data-led infection alert system that saw the brand cleaning up a lot of raw unstructured data and making disjointed data sets talk to each other in order to build an end-to-end data pipeline of reported diseases that updated in real time.

Based on the weekly alert inflection point for each sub-district, Lifebuoy then created customised messages for each of 21 communicable diseases, activating a mobile-based outbound call to consumers warning that, for example, diarrhoea was spreading and advising people to have only boiled water and cooked food and to wash their hands (with Lifebuoy) before eating.

Partnerships with leading telecoms players resulted in 8 million calls a week being dialled to 60 relevant sub-districts across Uttar Pradesh and Bihar states, resulting in a drop of 178,000 in cases of the deadliest diseases during the campaign period.

At the same time, rural market share climbed by 39 bps in UP while rural brand penetration increases by 130 bps in Bihar.

The Data-Driven Insight Award went to a UK campaign by Manning Gottlieb OMD for Virgin Trains, which used the Sky AdSmart platform to reach ‘hot spots’ (the most promising audiences) through TV ads, plus radio and DOOH to target travel ‘hell spots’ (the worst car journeys based on Google travel data). This resulted in increased consideration and preference, more journeys and higher revenues.

An Asia-wide campaign by PHD Singapore for SAP won the Personalisation Award. Finding a Buried Treasure increased leads and decreased cost per lead for the software company by tracking executive job moves and picking up where it left off with executives previously exposed to SAP, rather than starting all over again when someone moved company as before.

The Attribution Awards went to The Power of Data, a campaign by Hearts & Science for KFC in the Middle East and North Africa. This saw the fast food chain using data to devise a tailor-made marketing strategy for each market across the MENA region and overachieve on its sales objective by 350%.

The winners of the Effective Channel Integration, Effective Use of Partnerships & Sponsorships and Effective Use of Tech categories will be announced over the coming weeks.

Sourced from WARC