The Effective Use of Tech category sets out to reward communications that have effectively used or combined emerging platforms or technology in the media mix to help address a specific business problem.
In addition to the Grand Prix, a total of three Golds, four Silvers and four Bronzes were awarded alongside three Special Awards. Full details of the winners can be found on the Awards website.
In Prescribed to Death – which also won the Early Adopter Award for a brand successfully embracing a new platform – the National Safety Council used data to create a physical and digital memorial to the 22,000 people who die every year from opioid overdoses where visitors could explore individual victims’ stories; the physical version is now on a national roadshow.
Educational content was also distributed, including ‘Warn Me’ labels – a sticker to place on insurance cards to tell healthcare professionals the person wanted to be informed if prescribed an opioid and warned about its risks. More than one million Americans now have these on their cards, making it one of the NSC’s most effective campaigns ever.
A Silver and the Most Scalable Idea Award – for a tech-led idea with the scope to make an impact within its sector and potentially beyond – went to a Russian campaign by OMD Media Direction Russia and Media Direction Group for Uber.
This saw Uber combining mobile operator data with its own programmatic system and linking it to digital OOH displays – the first time this approach had been used in Russia – in a test city. The use of its services increased as a result (while remaining static in a control city) while the affinity level of its OOH placements was two times higher.
Colenso BBDO and MediaCom NZ picked up a Bronze and the Platform Pioneer Award – for a brand finding an innovative and effective way to use an existing platform – for a campaign for Bank of New Zealand that sought to attract Chinese customers.
Before Chinese New Year, the bank rewired some of Auckland’s busiest ATMs to dispense BNZ-branded hong bao envelopes containing new notes, promoting these through in-store posters and social media. This earned 99% positive sentiment across all engagements and generated an ROI of 3.3:1.
Sourced from WARC