GLOBAL: There is huge scope for innovation within integrated campaigns where each channel not only plays to its strengths but reinforces the roles of other channels, according to a WARC study.

The 2018 Media Strategy Report, an analysis of the shortlisted entries to the 2017 WARC Media Awards, shows how the winning campaigns came up with highly original ideas and used a clever and strategic mix of channels, reinterpreting notions of ‘integration’ and forging emotional connections with a range of audiences.

The Grand Prix winner in the Effective Channel Integration category, broadcaster Channel 4’s Media That Can, demonstrated how an ambition to make the world’s most inclusive campaign left a powerful legacy with AI-developed audio descriptions of Facebook newsfeeds and audio-enabled bus posters.

While television was the most popular lead media in integrated campaigns, with social media and online video most used in support, a Gold-winning campaign for laundry detergent OMO in the Middle East turned that on its head.

With The dullest ad in history for the least active kids in history, it began with extended use of Facebook Live.

“Our campaign didn’t start with television, but the provocative subject matter did influence television content,” explained Tahaab Rais, regional head of strategic planning, FP7/MENA.

“The buzz and word of mouth was so significant that leading TV channels such as MBC included kids’ activity into its content programming on its most popular shows.”

That included an episode of popular Arabic talk show Kalam Nawaem being hosted by children who tackled the subject themselves.

The agency also drove word of mouth with ambient messaging in playgrounds and a giveaway of kids swings and slides on eBay as it hammered home the message about the benefits of outdoor play that have underpinned its long-running Dirt is Good platform.

The study further highlighted the role of emotional or informative creative strategies in this category and noted that recent research by Ebiquity has shown how more established media such as cinema, TV, radio, print and out of home are the most effective at triggering an emotional response, with paid social media, online display and online video being far less effective.

Sourced from WARC