Campaigns for Nuveen in the US, Emirates NBD in the United Arab Emirates and Mastercard in India are among the 21 that have been shortlisted for the Effective Content Strategy category in the 2020 WARC Awards.
The category recognises branded content strategies that can demonstrate a business outcome and the panel of 16 judges has chosen campaigns from around the world; in addition to the above, there are papers from Argentina, Australia, China, Malaysia, New Zealand and the UK.
Ash Tailor – Global Brand & Marketing Director, LEGOLAND and chair of the jury commented: “This year’s shortlist shows that brands are interpreting content in its broadest sense. Featuring smart media partnerships, movies and podcasts, it’s a rich collection of case studies from all over the world that will educate and inspire practitioners.”
WARC subscribers can read all the shortlisted entries here.
Asset management firm Nuveen joined with publisher Forbes to re-rank its Forbes 400 List of billionaires by philanthropic giving rather than net worth as part of its campaign to reclaim leadership in the responsible investing space in the US. Rerank the Rich directed readers to Nuveen.com with native digital assets and a custom insert in the 9 million-readership Forbes 400 issue and led to a 13.4% uplift in brand favourability.
Private bank Emirates NBD targeted ultra-high-net-worth individuals in the UAE who were interested in diversifying and maximising their investments whilst also contributing the community. An ‘Inspire What’s Next’ positioning used video content to inspire clients to plan their wealth’s legacy and increased new-to-bank customers by 80% during the campaign while also driving a profit ROI of 22.2:1.
Financial services brand Mastercard developed an integrated campaign to boost card payments and attract new users in India. It sought to embed itself in the cultural payment opportunities of everyday life in Tier 2 cities, showcasing the ubiquitous acceptance of cards and the ease of transactions. As a result, Mastercard's top-of-mind score doubled post-campaign, its frequent usage score grew by 21%, and transactions at point of sale increased by 23% in Tier 2 and 3 towns.
In terms of region, APAC leads the way, followed by the Middle East, where four of the region’s six papers come from FP7 McCann Dubai, two from TBWA\RAAD; MullenLowe US is the only other agency to have more than one paper on the shortlist.
The WARC Awards has a $40,000 prize fund split equally across its four categories. The shortlist for the remaining category will be announced next week and the winners will be announced in late May.
Sourced from WARC
