Grand Prix

Coca-Cola

Multiplatform Special Award

Hijacking the African Cup

Brand Coca-Cola
Agency FP7/CAIRO
Advertiser The Coca-Cola Company
Country Egypt

Coca-Cola launched an integrated campaign to increase awareness during the African Cup of Nations in Egypt.

Coke hijacked the event without being the official sponsor, and managed to outshine its competition on all awareness and brand parameters.

Coke content shares numbered 111,000 vs. Pepsi's 51,000 and brand love grew by 5 points in just a month.

Gold

Orange

Orange: The Hammam Fighter

Brand Orange
Agency FP7/TUN
Advertiser Orange
Country Tunisia

Orange developed a campaign based on retro gaming to raise awareness and take-up of its 4G network by Tunisian youth.

It created a game that demonstrated the network's speed and coverage, which launched exclusively on social media.

The game became the most viewed social media content in Tunisia and drove a 24% increase in sign-ups.

Slow Trends

Smart Spender Special Award

Connect: Slow Trends

Brand Connect
Agency TBWA\RAAD
Advertiser Connect
Country Lebanon

ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

It created two unscripted films that hyperbolised the perils of slow internet, showing people jumping on viral trends years after they were popular.

The campaign achieved 124:1 ROI, a 257% increase in sales and 254% growth in market share.

Unveil Saudi

Long-term Special Award

Saudi Telecom Company: Unveil Saudi

Brand Saudi Telecom Company
Agency J Walter Thompson
Advertiser Saudi Telecom Company
Country Saudi Arabia

The Saudi Telecom Company launched the Unveil Saudi campaign to reinforce its claim to have the widest coverage across the Kingdom.

The campaign used a team of photographers to capture never-before-seen content to be used across social media assets, OOH advertising and TVCs.

The success led Saudi ministries to use it to highlight the country's assets and the perception of network strength increased by 17%.

The Chronicles of Oufa

EGBank: The Chronicles of Oufa

Brand EGBank
Agency FP7/CAI
Advertiser EGBank
Country Egypt

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

It told a true human story of Oufa, a young man struggling for independence, in a series of episodes that ran for the duration of the campaign.

The campaign led to a 7% increase in top-of-mind awareness and a 100% increase in the number of accounts opened vs. the entire previous year.

Silver

Escape the Dating Apocalypse

Brand Hinge
Agency the STUDIO
Advertiser Justin McLeod and various individual investors
Country United States

Ask Again

Brand The Live Love Laugh Foundation
Agency McCann Worldgroup
Advertiser The Live Love Laugh Foundation
Country India

4G Films

Brand Maxis
Agency Ensemble Worldwide, Initiative Malaysia
Advertiser Maxis Berhad
Country Malaysia

Web Series

Brand Antarctica
Agency AlmapBBDO
Advertiser AB InBev
Countries Brazil

Bronze

Fair Sex Fair Say

Brand i-can
Agency McCann Worldgroup
Advertiser Piramal Healthcare
Country India

Dear Younger Me...

Brand Emirates NBD
Agency Momentum Egypt
Advertiser Emirates NBD
Country Egypt

Kitten Kollege

Brand Whiskas
Agency AMVBBDO
Advertiser Mars Petcare
Country United Kingdom

If you can dream it, you can Pylox it

Brand Nippon Pylox
Agency Ensemble Worldwide
Advertiser Nippon Paint Malaysia Sdn Bhd
Country Malaysia

Shortlist

#TokyoUnexpected

Brand Visa
Agency BBDO Bangkok
Advertiser Visa International (Thailand) Ltd.
Country Thailand

Da Vinci

Brand IKEA
Agency ACNE, IKEA Creative Hub
Advertiser IKEA
Country Global

Choose what you love

Brand HSBC
Agency J. Walter Thompson Singapore
Advertiser HSBC Bank Singapore
Country Singapore

Confidence Academy

Brand Rexona
Agency FP7/CAIRO, Part of McCann Worldgroup
Advertiser Unilever
Country Egypt

A Taxi to Dubai

Brand Atlantis, The Palm, Dubai
Agency FP7/DXB
Advertiser Atlantis Hotels & Resorts
Country United Kingdom, United Arab Emirates

The Power of 10p

Brand Smart Energy GB
Agency AMVBBDO
Advertiser Smart Energy GB
Country United Kingdom

When You Grow Up

Brand Emirates NBD
Agency FP7/DXB
Advertiser Emirates NBD
Country United Arab Emirates

A Balloon for Ben

Brand Cineplex Entertainment
Agency Zulu Alpha Kilo
Advertiser Cineplex Entertainment
Country Canada

Effective Content Strategy

This category will reward branded content strategies that can demonstrate a business outcome.

The judges will be looking for evidence of how a content strategy – as opposed to a traditional advertising strategy – has helped a brand achieve business goals.

According to the Content Marketing Association, "Content is about sustained attention, gaining your customer's trust by drawing them into your brand's world for an enviable amount of time."

While 'content' can be defined in many different ways, for these Awards, WARC is seeking editorial-style content (including audio, video, text and imagery), commissioned by a brand and designed to win attention. This might include short-form social video, long-form video, native advertising, brand-funded TV shows or content-based activations of sponsorship deals.

The judges will be asked to decide whether entries meet the definition of content.

Want some inspiration?

Read the 2017 Content Strategy Report

Judges

Special Awards

The Long-Term Idea Award – for a content strategy that has delivered sustained success for a brand.

Best Multiplatform Award – for a content strategy that has successfully used a range of different comms channels.

Smart Spender Award – for a content strategy that was effective on a budget of $500K or less.

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