MediaCom India’s Bums don’t lie Campaign for Pampers wins Silver forEffective Use of Partnerships & Sponsorshipsat WARC Media Awards
WARC Media Awards for Effective Use of Partnerships and Sponsorships has awarded Silver Medal to MediaCom Indiafor its ‘Bums don’t lie’ Campaign executed for P&G’s Pampers.
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.
Suzukineeded to stand out and appeal to women in their twenties whoare looking for adventure, independence and achievement.As a result of the campaign, sales exceeded the target by 5% in a declining market, and Suzuki’s market share increased.
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,forAmerican 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 ŠKODA. 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 2018are:
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 · MalayalaManorama, AnandabazarPatrika, 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
- ŠKODA x Handsome Dancer – CoinciDance· ŠKODA · 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 São Paulo · Latin America
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.
