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DUBAI: The media campaigns of some of the world’s biggest brands have been hailed for their effectiveness, insight and innovation in the 2021 Media Awards from marketing intelligence firm WARC.
The global awards program, now in its sixth year, recognizes communications planning that has had a positive impact on business results. The awards examine the insight, strategy and analysis that influence effective media investing.
This year, the awards saw 56 campaigns won across various markets and product categories for global brands such as adidas, L’Oreal, McDonald’s, Nespresso and TikTok, and local brands such as Change The Ref in the US, Claro in Chile, NHS England, Omroep Zwart in the Netherlands and Yili in China.
Four juries – one for each category – made up of agency and client experts awarded four grand prize trophies, 10 gold, 17 silver, 25 bronze and 12 special prizes for areas of specific excellence.
In total, the United Kingdom was in the lead with eight victories. China, Germany, the United States and Vietnam took home four awards each, followed by Canada, which took home three wins. India, Malaysia and New Zealand each won two prizes, and Chile, Egypt, Israel, Lebanon, the Netherlands, the Philippines, Puerto Rico, Sri Lanka, Turkey and the Emirates United Arab Emirates each won a prize.
In the Effective Channel Integration category, PHD Canada won the Grand Prize and the Path to Purchase Award for “Vacation Intervention,” which saw Air Transat convince 75,000 workers not to waste their unused vacation days, with nearly 50% of bookings coming from new customers.
“Travel brands tend to be very low-funnel and promotion-driven, especially around major holiday seasons. “Vacation Intervention” went the other way with a strong idea, a very interesting central idea and a fun, topical and successful multi-channel campaign,” said Ronnie Thomas, jury member, director of global business development at Publicis. Group.
The POE award, which examines how a strategy successfully linked paid, owned and earned media, and a gold medal went to FP7 McCann Dubai for “A Dad’s Job” for Home Center. The award for effective cross-channel measurement and a silver medal went to MediaCom’s global campaign “PS5 – the biggest entertainment launch of 2020” for the Sony PlayStation game console.
Havas Sports & Entertainment won the grand prize from French social welfare association L’Enfant Bleu in the Effective Use of Technology category.
The winning campaign “Undercover Avatar” allowed the agency to create an in-game confidant for children to report abuse. The activity generated 700 million media impressions and led the French government to work on solutions that will make video games a new way to identify abused children.
“Leveraging native behavior (and interest) in a smart way – a really powerful way to do things deliberately differently,” said Justice Luca Vergano, vice president of strategy at Elephant.
The initiative also won two special awards: Most Scalable Idea and Platform Pioneer.
MullenLowe US won the Special Award, Early Adopter, and a Gold Medal for “Ring King” for Burger King.
In the Effective Use of Partnerships and Sponsorships category, McCann Paris and FP7 McCann Dubai won the Grand Prize and Effective Native Award from the Lebanese Breast Cancer Foundation for “The Bread Exam.”
The non-profit organization collaborated with a traditional baker to create a bread-making video showing how to self-examine. The campaign reached 112 million people and, in nine months, increased awareness by 83% and screenings by 41%.
“They identified breast cancer as something that is difficult to talk about in the culture, but managed to bring it into the conversation through the topic of bread making, something that is very much part of the culture. “said Judge Faisal Alani, head of partnerships at eBay.
“They approached the issue in an incredibly thoughtful way; it really warmed my heart.
COPA90 won two special awards – collaboration with an influencer award for Budweiser’s “Messi X Budweiser 644” and the successful sponsorship award for “Music Keeps Us Playing” for Pepsi and Pepsi MAX, as well as a medal of silver and a bronze medal, respectively.
In the Best Use of Data category, the grand prize and personalization award went to FCB New Zealand for ‘Personalizing Danger’, a campaign for Water Safety New Zealand. By combining historical, real-time and future data, the agency built a predictive model to reduce drowning deaths of young men. The campaign reached 95% of its target audience and achieved no deaths.
“Other entrants are just collecting data. But to actually save lives? If only one life is saved, it is already a success. This is data that is put to good use,” said Justice Kathrin Jesse, Chief Strategy Officer and Partner at Wirz Group, Switzerland.
The data-driven analytics award went to MullenLowe US for Burger King’s “Delay Your Way,” which also won gold, and the award award went to Ekimetrics for “Using Advanced Analytics to Market Profitability in a Pandemic” for hotel brand Accor, which also won a bronze medal.