Campaigns for Snickers in China, Google in North America and GlaxoSmithKline in Russia are among the 21 that have been shortlisted for the WARC Awards’ Effective Innovation category.

The panel of 15 innovation judges, chaired by Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, has chosen campaigns from around the world; in addition to the above, there are papers from Argentina, Australia, Colombia, Finland, India, Malaysia, New Zealand, Saudi Arabia, Turkey, the United Arab Emirates and the UK.

WARC subscribers can read all the shortlisted entries here.

Snickers tapped into the surge in chocolate sales in China around Chinese New Year targeting potential flyers through the most visited and visible media and encouraging them to book tickets for an exclusive flight where Snickers was integrated in every aspect of the journey, from boarding passes to in-flight entertainment.

Google aimed to boost its presence in the B2B cloud computing category, targeting CTOs with personalised Google Home speakers and an AI salesperson to field their questions.

Theraflu, a GlaxoSmithKline brand, used artificial intelligence and machine learning to develop a flu prediction map for Russia which was then used for targeting across digital, TV and out of home.

Among agencies, McCann WorldGroup India leads the shortlist with a total of four entries; FP7 McCann has three entries from separate offices in Istanbul, Riyadh and Dubai. Countries with the most shortlisted entries are the UK with four, and India with three.

The aim of the WARC Awards’ Effective Innovation category is to recognise innovative thinking that delivers tangible results. There is a $10,000 prize fund for the best papers and the winners will be announced in late May.

Sourced from WARC