Top Page | English | 简体中文 | 繁體中文 | 한국어 | 日本語
Wednesday, 10 January 2018, 19:30 HKT/SGT
Share:
    

Source: Warc
WARC Media Awards 2017 - Effective Channel Integration winners announced
Channel 4 wins Grand Prix. Extra Gum and OMO win Golds

LONDON, Jan 10, 2018 - (ACN Newswire) - Eleven campaigns for brands including Ariel, Channel 4, Extra Gum, Fanta, Ford, and Gillette, are winners of the Effective Channel Integration category of the global WARC Media Awards 2017, recognising communications planning which has made a positive impact on business results.

WARC Media Awards logo

jury chair Charlie Chappell

judge Dominique Touchaud

Grand Prix campaign

One Grand Prix, two Golds, three Silvers and five Bronzes as well as three Special Awards for particular areas of expertise, have been awarded in the Effective Channel Integration category, which sets out to show how sophisticated communications architecture helped boost campaign effectiveness.

UK broadcaster Channel 4's promotion and coverage of the 2016 Rio Paralympics through the inspirational campaign 'Media that can!' (aka 'We're The Superhumans') has won the Grand Prix.

As the official UK broadcaster of the 2016 Rio Paralympic Games, Channel 4 needed an integrated promotional campaign that would create a groundswell of support.

The marketing focus offered the opportunity to start a conversation about disability and to change public attitudes towards it.

Agencies OMD and 4creative created Channel 4's most accessible campaign, pushing media partnerships to their limit and a smart cross-platform video strategy, from Facebook AI technology delivering Facebook ads for those with sight loss to audio-enabled posters and a Snapchat filter used by over 250,000 young British people.

The inclusive campaign got one in every two British people tuning into Paralympic sports, and is studied in UK schools as an example of best-in-class diversity marketing as well as used by the United Nations as part of an international initiative for persons with disability.

Commenting on the Grand Prix winner, jury member Dominique Touchaud, Global Brand Strategist & Associate Brand Director, Procter & Gamble, said: "It created emotions beyond results that even surpassed the London 2012 'Meet The Superhumans' campaign that had already set such a high standard. From a media strategy standpoint, I truly appreciate how they thought of the context (focused on the parathletes' disability) to pick up the media and design the creative."

One Gold has been awarded to Energy BBDO, United States, for 'Unwrapping a love story' for Mars Wrigley's Extra Gum, which accelerated its growth in the US by building emotional equity through a short film.

The second Gold went to FP7/DXB, UAE, for 'The dullest ad in history for the least active kids in history' a provocative campaign about the importance of outdoor play for children created for Unilever's laundry detergent brand OMO to increase sales in the Middle East.

Commenting on the winners, jury chair Charlie Chappell, Head of Media at The Hershey Company said, "This diverse selection of winners from across the globe represents the most effective channel integration strategies that we have ever seen through the WARC awards. These campaigns are paving the way for the future and continue to drive change and conversation across the media landscape."

The winners of Effective Channel Integration category are:

Grand Prix

- Media that can! - Channel 4 - OMD, 4creative - United Kingdom + Cross-Channel Measurement Special Award

Gold

- The dullest ad in history for the least active kids in history - OMO - Unilever - FP7/ - United Arab Emirates + POE Special Award
- Unwrapping a love story - Extra Gum - Mars Wrigley - Energy BBDO - United States

Silver

- Made Possible By Melbourne - University of Melbourne - McCann Melbourne - Australia
- Fanta Relaunch - Fanta - Coca-Cola Company - UM Sydney, Ogilvy - Australia, New Zealand
- The Bic 4 Colour Champenships - Bic - McCann Melbourne - Australia, New Zealand

Bronze

- Using integration to win the game of snakes and ladders - Ford KA+ - Ford - GTB - Europe + Path-to-Purchase Special Award
- Finding the Party-Tray People - HORMEL Gatherings (R) Party Trays - Hormel Foods - Barefoot Proximity - United States
- Bachelor of Shaving - Gillette India - Procter & Gamble - MediaCom Communications India - India
- The Great "Hand Me Up" - Ariel - Procter & Gamble - Mediacom Connections Israel, Stern Ariely Communication - Israel
- Declaration Descendants - Ancestry - Droga5 - North America

To see the winning case studies in the Effective Channel Integration or for more information on the global WARC Media Awards please view at https://www.warc.com/mediaawards.prize.

The winners of the Effective Use of Tech, Effective Use of Partnerships & Sponsorships and Best Use of Data categories will be announced shortly.

WARC will be holding a free-to-attend 'Lessons from the WARC Media Awards' event in London on 6 February, where attendees can hear from winners and judges. Register at content.warc.com/warc-event-lessons-from-the-warc-media-awards-registration to attend.


Topic: Press release summary
Source: Warc

Sectors: Media & Marketing, Advertising
http://www.acnnewswire.com
From the Asia Corporate News Network


Copyright © 2024 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.



Warc
Apr 26, 2024 17:30 HKT/SGT
UK advertising reports GBP36.6bn spend in 2023
Nov 10, 2023 10:07 HKT/SGT
Nearly three-quarters (70%) of marketers plan to unlock the potential of Generative AI in their marketing
Oct 13, 2023 08:06 HKT/SGT
WARC Digital Commerce introduces Category Insights series with new Beauty & Personal Care report
Oct 4, 2023 20:22 HKT/SGT
WARC expands global strategy and effectiveness awards with five new regional competitions
Oct 3, 2023 17:00 HKT/SGT
WARC releases The Future of Strategy 2023, a worldwide survey-led report with insights from almost 1,000 marketing strategists
June 21, 2022 14:00 HKT/SGT
WARC Digital Commerce powered by Ascential is launched to help brand marketers uncover the secrets of how to win in ecommerce
May 27, 2022 19:00 HKT/SGT
New WARC Awards for Effectiveness, North America Edition, in association with LIONS, are launched
Mar 29, 2022 13:00 HKT/SGT
Consumer spend on quick-service restaurants in the US to reach $296bn in 2022 as QSR brands navigate inflation, digital and disintermediation
Mar 16, 2022 15:30 HKT/SGT
WARC Rankings 2022: Media 100 revealed - the world's most awarded campaigns and companies for media excellence
Mar 16, 2022 09:00 HKT/SGT
WARC Rankings 2022: Creative 100 revealed - the world's most awarded campaigns and companies for creativity
More news >>
 News Alerts
Copyright © 2024 ACN Newswire - Asia Corporate News Network
Home | About us | Services | Partners | Events | Login | Contact us | Privacy Policy | Terms of Use | RSS
US: +1 214 890 4418 | China: +86 181 2376 3721 | Hong Kong: +852 8192 4922 | Singapore: +65 6549 7068 | Tokyo: +81 3 6859 8575

Connect With us: