The Effective Channel Integration category sets out to show how sophisticated communications architecture can help boost campaign effectiveness. The three gold winners, in the judges' opinion, more than fulfilled this criterion.
Commenting on LEGO's Make LEGO the Star of Christmas campaign, through UM Australia, Richard Shotton, Deputy Head of Evidence, Manning Gottlieb OMD, and one of the judges, said: "There was a wonderful order in their approach, focusing on fans, then the stunt with the star, then celebration, then UGC – that was excellent integration."
Unilever-owned Knorr's Love At First Taste campaign through PHD, was described by judge Paul Frampton, CEO Havas Media Group UK & Ireland, as "an incredible campaign that had an amazing number of people interact with it.
"Considering they could have just stuck money in TV ads, what they did encouraged people to go and buy the product," he said. "This was a good example of content, then owned platform and earned media, and then paid media to go after millennials."
Churchill's Lollipoppers campaign, through MediaCom, saw the brand champion safer road crossing for children on their way to and from school. "I fell in love with the whole thing," said Dominique Touchaud, Global Brand Strategist, Associate Brand Director, Procter & Gamble. "They solved a real issue and when they realised something didn't work, they did something else."
Silvers were awarded to UM Romania for its Pay With Blood campaign for the National Institute of Blood Transfusion and Untold Music Festival, to Starcom's Never A Stranger campaign for Airbnb, and to FP7 DXB's Project Alphabet for NGO Smartlife.
The judges also awarded two bronzes: one to Almap BBDO's World's Best Social Network for beer brand Antarctica, and one to Arena Media's Journey to Greatness work for fast food brand Domino's.
The Grand Prix and Special Awards in this category – and across all four categories – will be announced at a free-to-attend evening event at MEC in London next month. Readers can register here.
Guests will hear insights and learnings from winning case studies and Warc Media Awards judges, including Sarah Mansfield, VP Global Media, Unilever – Europe, LatAm & Global Media Operations, Richard Shotton, Deputy Head of Evidence, Manning Gottlieb OMD, Rosh Singh, Director of Digital Innovation, Kinetic, Anna Watkins, Partner, Mofilm, Paul Wilson, Managing Partner – Strategy, Starcom MediaVest Group and Ruth Zohrer, Head of Programmatic Marketing, Mindshare.
Data sourced from Warc