Campaigns from China, the Middle East and the UK, for Nescafé, Puck and ŠKODA respectively, are among the winners in the Effective Use of Partnerships & Sponsorships category of the WARC Media Awards 2019.
A total of 14 winners – one Grand Prix, two Golds, six Silvers and five Bronzes – have been awarded in the Effective Use of Partnerships & Sponsorships category, showcasing how collaborations with third parties, including native advertising and sponsorships, have helped brands meet business goals.
The jury chaired by Unilever’s Carrie Timms, Vice President of Global Media, also awarded three Special Awards for particular areas of expertise.
The Grand Prix and the Successful Sponsorship Award have been awarded to PHD UK and Fuse for #ThisIsOurTime, a campaign for Volkswagen-owned auto brand ŠKODA UK, which leveraged its cycling heritage and sponsorship of the Tour de France to provoke conversations about gender inequality in the sport.
The content-led campaign told the story of Donnons des Elles au Velos J-1, an all-female cycling team put together to ride the entire Tour de France course the day before the men’s race, shining a light on both the achievements and challenges of women's cycling.
Content of the low-budget campaign was seen by more than 10 million people in Britain resulting in the UK government asking ŠKODA to participate in a Parliamentary review on gender equality.
Commenting on the Grand Prix winning campaign, jury member Rachel Lorenzon, Head of Partnerships at the7stars and co-author of the 2018 Grand Prix for Suzuki Ignis, said: “It’s the sort of work you wish you'd done. The way they activated the insight was incredible, every single touchpoint was thought about, and the content was so great they could repurpose it for TV.”
A Silver and the Effective Native Award went to Save The Cows, a campaign by FP7 McCann Dubai for Arla Foods-owned brand Puck – and specifically its Blue Jar Cheese brand aimed at children – across Saudi Arabia and the United Arab Emirates.
An on-pack game, Save the Cows, was built with augmented reality and delivered through a Snapchat lens with new levels introduced every month to drive repeat purchase. Revenue increased by 7% and value market share by 16%.
Mindshare China picked up a Bronze and the Collaboration with an Influencer Award for From Tianyi with love, a campaign which saw bottled coffee brand Nescafé Smoovlatte take on the bubble tea trend by partnering with top virtual idol, Luo Tianyi.
The creation of a personalised experience with her through video, social media, a branded song, branded emojis and filters, along with a QR code on Smoovlatte bottles, helped grow sales year on year as well as increasing market share, brand awareness and drinking frequency.
The Grands Prix and Special Awards’ winners across all four categories – Effective Use of Partnerships & Sponsorships winners, Effective Channel Integration, Best Use of Data and Effective Use of Tech – share a $40,000 prize fund. Read more about the WARC Media Awards scheme here.
Sourced from WARC