Brands were forced to rethink their messaging when the pandemic struck and lockdowns were imposed and some of the best examples have made the shortlists of the 2020 WARC Media Awards, including campaigns for Tesco in the UK and Lifebuoy in India in the Effective Channel Integration category.
When COVID-19 hit, Tesco shifted away from overtly commercial communications to focus on safety and reassurance and was the first supermarket in the UK to bring a safety campaign to air. This was followed by multi-channel messaging that moved quickly to meet changing priorities and needs, including revamping its existing Food Love Stories platform as Remote Food Love Stories to engage families with emotional messaging.
In India, soap brand Lifebuoy recognised that a one-size-fits-all communications approach would not work and, focusing on insights encompassing cultural regimes and the change in consumer and media behaviour during lockdown, identified three audience segments.
It built traditional, digital and mobile executions, reaching audiences across economic and geo strata, from the elites through to those that were struggling, using various platforms including food delivery app Swiggy and TikTok.
A total of 21 papers from around the world have been shortlisted in the Effective Channel Integration category. Read the full list here.
In the Best Use of Data category, Specsavers, a UK optician, found a new way to use online appointment booking data to get people to take a last-minute eye test and built a new system that allowed it to activate across digital channels.
With COVID prevention measures reducing eye test capacity in every Specsavers store, this access to live appointment volumes, and scalability across stores, channels, audiences and times, has proved invaluable in managing customer volumes through the crisis.
A total of 21 papers from around the world have been shortlisted in the Best Use of Data category. Read the full list here.
Sourced from WARC