LONDON: Seven entries have been shortlisted for prizes at the inaugural Word of Mouth Marketing Awards, organised by WARC in association with WOM UK. 

Case studies shortlisted include campaigns for O2Aquafresh, Axe/Lynx and STA Travel.

The shortlist was decided by an expert panel comprising some of the leading WOM practitioners in the UK. The winning entries will be awarded at WARC's Word of Mouth Marketing Conference to be held in London on Tuesday December 2.

Shortlisted for the Grand Prix for the Best Demonstration of Effectiveness are:
  • Aquafresh Iso-Active, by Wildfire Word of Mouth for GSK
  • O2 Unlimited Orgy of Fun, by ZenithOptimedia for O2
  • STA Travel Buzz and Explorers, by 1000heads for STA Travel
Shortlisted for Best Identification and Targeting of Influencers are:
  • Gossip Girl: The Chosen, by Naked Communications and The Population for FOXTEL (Australia)
  • STA Travel Buzz and Explorers, by 1000heads for STA Travel
Shortlisted for Best Use of Creativity/Accelerator:
  • Aquafresh Iso-Active, by Wildfire Word of Mouth for GSK
  • Cold War Modern, by 1000heads for V&A Museum
  • O2 Unlimited Orgy of Fun, by ZenithOptimedia for O2
Shortlisted for Best Measurement of Results are:
  • Quantifying the Contribution of Word of Mouth to Brands via Tracking,
    by TNS UK
  • A Real-Time Approach to Measuring Buzz for Axe/Lynx, by Mesh Planning and Unilever
Commenting on the shortlist Steve Barton, president of WOM UK and chairman of the judging panel said, “Great entries. Great judges. And one of the most interesting debates over who should win an award that I've ever been a part of.

"An industry is often defined by the work that it finds award winning. By that measure, WOMM is innovative, coming of age and delivering a significant return. But don't take it from me. Read the papers and see for yourself.”.

To book tickets for the Word of Mouth Marketing Masterclass and Awards click here or call Clare Beveridge on +44 (0)1491 418614.

Data sourced from WOM UK; additional content by WARC staff