Air Transat, Lebanese Breast Cancer Foundation, L’Enfant Bleu and Water Safety New Zealand have won Grands Prix in the WARC Awards for Media 2021; a total of 56 campaigns have been awarded across four categories.
With many brands adapting their marketing strategies as the pandemic continued to take hold, the four juries of client- and agency-side industry experts examined the insight, strategy and analytics that power effective media investment. They awarded four Grands Prix, ten Golds, 17 Silvers, 25 Bronzes and 12 Special Awards honouring specific areas of excellence.
- Effective Channel Integration
The Grand Prix and Path-to-Purchase Award has been awarded to PHD Canada for ‘Vacation Intervention’, which saw Air Transat convince 75,000 workers not to lose their unused vacation days, with nearly 50% of reservations coming from new clients.
The jury led by Ron Amram, Senior Director, Global Media, Mars, awarded a further three Golds, five Silvers and five Bronzes. The POE Award was won by FP7 McCann Dubai for ‘A Dad’s Job' for home furniture retailer, Home Centre. The Effective Cross-Channel Measurement Award went to MediaCom's global campaign ‘PS5 – 2020’s biggest entertainment launch’ for gaming console Sony PlayStation.
View all Effective Channel Integration winners here.
- Effective Use of Tech
Havas Sports & Entertainment has won the Grand Prix for French welfare association, L’Enfant Bleu. In ‘Undercover avatar’ they created an in-game confidante to enable children to speak out about abuse. The activity generated 700 million media impressions and the French government is now working to turn video games into new ways to identify abused children.
Impressing the jury led by Rajoielle Register, Head of Global Brand Experiences, Ford Motor Company, the initiative also won two Special Awards: Most Scalable Idea and Platform Pioneer.
A further two Golds, four Silvers and seven Bronzes were awarded. The Early Adopter Award was won by MullenLowe US for ‘Ring King’.
View all Effective Use of Tech winners here.
- Effective Use of Partnerships and Sponsorships
McCann Paris and FP7 McCann Dubai have won the Grand Prix and Effective Native Award for Lebanese Breast Cancer Foundation (LBCF). For ‘The Bread Exam’ the NGO collaborated with a traditional baker to create a bread-making video to show women how to self-examine. The campaign reached 112 million people and over nine months increased awareness by 83% and screenings by 41%.
The jury chaired by Sarita Rao, President, Integrated & Partner Solutions, AT&T Business, awarded a further two Golds, four Silvers and six Bronzes.
COPA90 won two Special Awards: The Collaboration with an Influencer Award, for Budweiser’s ‘Messi X Budweiser 644’, and the Successful Sponsorship Award for ‘Music Keeps Us Playing’ for Pepsi and Pepsi MAX.
View all Effective Use of Partnerships & Sponsorships winners here.
- Best Use of Data
The Grand Prix and Personalisation Award are awarded to FCB New Zealand for ‘Personalising Danger’, a campaign for Water Safety New Zealand. By fusing historical, real-time and future data, they built a predictive model to reduce deaths of young men from drowning. The campaign reached 95% of its target group and achieved zero deaths.
The jury led by Siew Ting Foo, Chief Marketing Officer, Greater Asia, HP, also awarded three Golds, four Silvers and seven Bronzes.
The Data-Driven Insight Award has been won by MullenLowe US for Burger King’s ‘Delay Your Way’. The Attribution Award is given to Ekimetrics for ‘Using Advanced Analytics to Market Profitability in a Pandemic’ for hospitality brand Accor.
View all Best Use of Data winners here.
Now in their sixth year, the WARC Awards for Media are free to enter, discipline-neutral and channel-agnostic. Papers are submitted as effectiveness case studies and are entered by media agencies, creative agencies, media owners, digital agencies and data specialists from all over the world.
Sourced from WARC