Global : EasyJet in the United Kingdom, Gillette in Israel, Harley-Davidson in Canada, Heinz Beanz in Australia and Maybelline in China are among the 12 winning brands of the Effective Channel Integration category, WARC Media Awards 2018.
Award-winning examples of how sophisticated communications architecture has helped boost campaign effectiveness hail from a wide range of markets and cover a variety of sectors, including FMCG, travel, telecoms, soft drinks and media/entertainment.
One Grand Prix, three Golds, six Silvers, two Bronzes and three Special Awards for particular areas of expertise have been awarded by the jury panel chaired by Laurent Aliphat – Head of Media, Renault. EMEA leads the way with six winning case study papers, followed by APAC with four and the Americas with two.
Droga5 was awarded the Grand Prix, as well as the POE Award, for Tourism Australia’s campaign Dundee – The son of a legend returns home to attract US high-value travellers to the country.
Although long-haul travel from the US has grown by 11% in recent years, Australia’s share of US tourism stands at only 1.3%. To increase this, the agency created a promotional campaign for the new Dundee film, featuring a roll call of Australia’s biggest stars and promoted it on social media, digital and OOH, culminating in the ‘official movie trailer’ being shown during Super Bowl LII. The campaign led to an 83% increase in intent to book and yielded a 6:1 ROI for earned coverage.
Commenting on the Grand Prix-winning campaign, jury member Emily Fairhead-Keen, Strategy Partner, Wavemaker, said: “It broke down boundaries between advertising and culture in a way that was really interesting and ballsy. It had a great tease and reveal and it was very well integrated too.”
The full winners list of Effective Channel Integration category – WARC’s Media Awards 2018 is:
Grand Prix
Dundee – The son of a legend returns home · Tourism Australia · Droga5 · North America + POE Award
Gold
I don’t roll on Shabbos · Gillette · Procter & Gamble · North America
The campaign that never saw the light · Saudi Telecom Company · J. Walter Thompson · Saudi Arabia
Project Multiscreen · easyJet · OMD UK, VCCP · United Kingdom + Effective Cross-Channel Measurement Award
Silver
Power to the Queens · Maybelline · L’Oréal · Mindshare China · China
Delivering a digital-first Winter Olympics · Eurosport Player · Discovery Communications · MullenLowe MediaHub · Europe + Path-to-Purchase Award
Geoff – A can size for every Aussie · Heinz Beanz · Kraft-Heinz Australia · Spark Foundry Australia, Y&R NZ · Australia
Find Your Magic · Axe · Unilver · Mindshare Indonesia, Visinema · Indonesia
Beautiful Lengths · Pantene · Procter & Gamble · MediaCom Connections Tel-Aviv · Israel
Pepsi Salt – Bring back the taste of Tết · Pepsi · Suntory PepsiCo Vietnam · Mindshare Vietnam · Vietnam
Bronze
Steal your boyfriend’s shampoo · Head & Shoulders · Procter & Gamble · MediaCom · Poland
Common Ground · Harley-Davidson Canada · Zulu Alpha Kilo · Canada
