Top Page | English | 简体中文 | 繁體中文 | 한국어 | 日本語
Thursday, 31 January 2019, 20:30 HKT/SGT
Share:
    

Source: WARC
WARC Media Awards 2018: Effective Use of Partnerships & Sponsorships winners announced
the7stars wins Grand Prix for Suzuki's 'An Ignis Adventure' campaign

LONDON, Jan 31, 2019 - (ACN Newswire) - A campaign for Suzuki by UK independent media agency, the7stars, has won the Grand Prix in the Effective Use of Partnerships & Sponsorships category, the final category to be announced of the 2018 WARC Media Awards.

Suzuki needed to stand out and appeal to women in their twenties who are looking for adventure, independence and achievement.

Drawing on these values for the 'An Ignis Adventure' campaign, Suzuki co-created a TV show with broadcaster Channel 4 to engage young women and increase sales of its Ignis model in the United Kingdom. The car was fully integrated into the TV series, which followed celebrities learning to drive and demonstrated the freedom driving gave them.

As a result of the campaign, sales exceeded the target by 5% in a declining market, and Suzuki's market share increased.

Jury member Sean Stogner, Connection Strategy Director, Huge - and former Grand Prix winner in this category for M&M's in 2017 - said: "Creating an entire TV show was clearly successful and, from a results perspective, they over-delivered on what their target was, despite the whole category being down. It was very impressive for a small brand in the UK and the way they went to market was pretty innovative."

Fellow judge David Robertson, Senior Director, Global Brand Insight, Universal Music Group, added: "This was a really clever and fantastic use of branded entertainment - it was quite out-of-the-box thinking for the car industry."

Alongside the Grand Prix, a further three Golds, five Silvers, four Bronzes and three Special Awards have been awarded by the Partnerships & Sponsorships jury led by Jerry Daykin, EMEA Media Director, GSK.

A Gold and the Effective Native Award - for the best example of a native campaign that helped a brand meet its business objectives - has been won by Droga5, UNESCO, for American newspaper The New York Times by drawing attention to the need for a functioning free press in the US through a multichannel strategy around World Press Freedom Day.

OMD Italy, Publicis Italy, won a Silver and the Successful Sponsorship Award - for the best example of a brand effectively aligning itself with, for instance, an entertainment property or a sporting event - for 'The Auction' campaign for Renault's Dacia. The car brand used old football shirts donated by fans and worn during the Serie A match between Udinese and Lazio to communicate its 'Much more than you expect' strategy in Italy.

A Gold and the Collaboration with an Influence Award - for the most effective partnership with an influencer appropriate for the target market - has been awarded to PHD Taiwan for SKODA. For its 'CoinciDance' campaign, the car brand used a series of viral videos to increase brand awareness in Taiwan.

The full list of winners Effective Use of Partnerships & Sponsorships category - WARC's Media Awards 2018 are:

Grand Prix

- An Ignis Adventure - Suzuki Ignis - Suzuki Cars - United Kingdom

Gold

- The Loneliness Documentary - Age UK - Manning Gottlieb OMD - United Kingdom
- World Press Freedom Day - The New York Times - Droga5, UNESCO - North America + Effective Native Award
- Gamers' Playground - KFC - Yum! China - Mindshare China - China

Silver

- The Welcome Drink - Diageo - Diageo Australia - Spark Foundry Australia, Leo Burnett Sydney - Australia
- Bums don't lie - Pampers India - Procter & Gamble - MediaCom Communications - Malayala Manorama, Anandabazar Patrika, Eenadu - India
- The Auction - Dacia - Renault - OMD Italy, Publicis Italy - Italy + Successful Sponsorship Award
- Unveil Saudi - Saudi Telecom Company - J. Walter Thompson - Saudi Arabia
- Advertising On Demand - John Lewis - Manning Gottlieb OMD, adam&eveDDB - United Kingdom

Bronze

- SKODA x Handsome Dancer - CoinciDance - SKODA - PHD Taiwan - Taiwan + Collaboration with an Influencer Award
- The Talk - Procter & Gamble - Hearts & Science, BBDO - North America
- Mobile voice pack - Rexona - Unilever - Mindshare Philippines, MullenLowe Philippines - Philippines
- Bring Out the Bold - Listerine and The Voice - Listerine - Johnson & Johnson - UM, J. Walter Thompson Sao Paulo - Latin America

More information on the winners across all categories of the WARC Media Awards 2018 - Effective Use of Partnerships & Sponsorships, Effective Use of Tech winners, Best Use of Data and Effective Channel Integration - is available at www.warc.com/mediaawards.prize.

The WARC Media Awards reward pioneering communications planning which has made a positive impact on business results for brands around the world. The Grands Prix and Special Awards share a total prize fund of $40,000.


About WARC

- your global authority on advertising and media effectiveness

WARC provides the latest evidence, expertise and guidance to make marketers more effective. WARC's mission is to save the world from ineffective marketing.

WARC's clients include the world's largest brands, advertising and media agencies, media owners, research companies and universities. They rely on WARC for rigorous, unbiased information and advice on almost any advertising and marketing issue, which WARC delivers via best practice guides, case studies, research papers, special reports and advertising trend data, as well as via webinars, awards, events and advisory services.

WARC collaborates with more than 50 respected industry organisations globally including: The Advertising Research Foundation, Cannes Lions, Effie Worldwide, Association of National Advertisers, ESOMAR, 4A's, IPA and DMA.

WARC was founded in 1985, and has offices in the UK, US and Singapore. In July 2018, WARC became part of Ascential plc, the global specialist information company.

Contact:
Amanda Benfell
Head of PR & Press
+44 20 7467 8125
amanda.benfell@warc.com


Jan 31, 2019 20:30 HKT/SGT
Source: WARC

Topic: Press release summary
Sectors: Media, Advertising
http://www.acnnewswire.com
From the Asia Corporate News Network


Copyright © 2019 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.


Multimedia
View Image
 
Grand Prix campaign Suzuki Ignis
View Image
 

WARC
Apr 6, 2019 11:00 HKT/SGT
The Good Report celebrating the best campaigns for social responsibility 2018
Apr 4, 2019 12:00 HKT/SGT
WARC Prize for Asian Strategy 2019 now launched. First judges named
Mar 21, 2019 19:00 HKT/SGT
Google and Facebook to Make $176bn from Advertising This Year, Pushing Their Share of Internet Marketing to over 60%
Mar 13, 2019 16:30 HKT/SGT
WARC reveals trends and themes for effective media strategies
Mar 11, 2019 19:00 HKT/SGT
WARC Media 100 revealed - The world's best campaigns and companies for creativity and innovation in media
Feb 27, 2019 17:00 HKT/SGT
Awards shows revealed for WARC's Effective 100 and Media 100 rankings
Feb 25, 2019 17:00 HKT/SGT
WARC Creative 100 revealed - The world's most creative campaigns and companies of 2018
Feb 21, 2019 16:00 HKT/SGT
WARC forecasts global advertising spend to grow 4.3% to $616bn in 2019 but Internet adspend set to decrease 7.2% excluding Google/Facebook duopoly
Feb 5, 2019 20:00 HKT/SGT
WARC launches Prize for MENA Strategy 2019
Jan 31, 2019 14:30 HKT/SGT
WARC launches 'WARC for Media Owners'
More news >>
 News Alerts
Copyright © 2019 ACN Newswire - Asia Corporate News Network
Home | About us | Services | Partners | Events | Login | Contact us | Privacy Policy | Terms of Use | RSS
US: +1 800 291 0906 | Beijing: +86 400 879 3881 | Hong Kong: +852 2217 2912 | Singapore: +65 6304 8926 | Tokyo: +81 3 6721 7212

Connect With us: