McCann Melbourne has
picked up one of nine special awards - honouring particular areas of
excellence - at the first global WARC Awards, recognising
next-generation marketing effectiveness, at a ceremony yesterday in
London.
The Low-Budget Idea Award in the effective social
strategy category was won by McCann Melbourne for 'Free Puppies
Forever'. The campaign shows how Seeing Eye Dogs Australia (SEDA), a
non-profit organisation, successfully found homes for their puppies by
creating the first puppy subscription service in Australia.
DigitasLBi US, BBH UK and Ensemble Worldwide, UM Malaysia
are the three Grands Prix winners for their work for Whirlpool and KFC
at the first global WARC Awards, recognising next-generation marketing
effectiveness.
DigitasLBi US was the winner of two top awards -
the Best Use of Brand Purpose Grand Prix as well as the Partnership
Special Award for Whirlpool's 'Care Counts' campaign which saw the US
appliances manufacturer install washers and dryers in schools to give
disadvantaged students access to laundry facilities and boost attendance
rates.
Says Jim Stengel, jury chair and President/CEO, The Jim
Stengel Company: "It is a brand that's trying to be in a different
place, behind purpose, and I applaud them for that."
The
Effective Social Strategy Grand Prix was won by BBH London for the
'Dirty Louisiana: Don't make dirty good, make clean bad' campaign for
KFC in which the fast food brand created a humorous fake 'clean eating'
campaign shared on social media, YouTube and blogs to successfully
launch its newest product in the UK.
Jury member Barry Krause,
founder and CEO, Suite (LiveLab) said: "This campaign goes for the super
heavy QSR user as that's where the volumes are. This is a brilliant
strategy, they slaughtered it and it's really funny."
Ensemble
Worldwide, UM Malaysia are winners of the Effective Use of Content
Strategy Grand Prix for their KFC campaign 'Stealing a burger-march on
McDonald's using real-time data' for which they employed programmatic
technology to create and distribute content to millennials to launch its
Hot and Cheezy burger in Malaysia.
Says Charles Baker, judge and
strategy director, BBDO Hearts & Science: "McDonald's is the king
of burgers so for KFC to make something enduring that could be fun for
kids is smart. This is all about building preference and repeat visits."
Special awards
In the Best Use of Brand Purpose
category, alongside DigitasLBi US winning the Partnership Special Award
for Whirlpool, Ogilvy and Mindshare Canada won the Analytics Award for
'No Baby Unhugged' which shows how Huggies, the baby diapers brand,
increased awareness and sales by developing 'hugging programs' across
Canadian Hospitals. BBDO India won the Longevity Award for Ariel's 'Dads
#ShareTheLoad, a social campaign tackling gender inequality in
housework.
Three special awards have been given in the Effective
Social Strategy category. The Live Award goes to Ketchum US for its
Reese's 'Creating Cupfusion' campaign. The chocolate brand was able to
successfully launch its newest product in the US despite a major
information leak. TBWA\Group Singapore won the Customer Journey Award
for cosmetics brand Maybelline. The campaign '#BeYourOwnFilter'
increased brand awareness and sales in Singapore by tapping into women's
love for Snapchat selfies. The Low-Budget Idea Award was won by McCann
Melbourne.
In the Effective Content Strategy category, the
Long-Term Idea Award was won by MullenLowe London, MullenLowe US for
Knorr's global campaign 'Love at First Taste'. The brand attracted a new
generation of cooks with a social media strategy that tapped into
passion points rather than pushing products. The Low-Budget Idea Award
was presented to whiteGREY Australia. The Best Multiplatform Award was
won by GTB for 'Le Fantome' for which car-maker Ford used an
eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV
across Europe.
The winners of the three Grands Prix and nine
Special Awards, which share a prize fund of $30,000, were presented with
their trophies at The WARC Awards event held today in London during
which attendees had the opportunity to hear from jury members and
winners alike who shared their thoughts and strategies behind the
winning campaigns.
Says Lucy Aitken, case study editor, WARC:
"We've had a great response from the industry to the new global WARC
Awards. More importantly, the outcome from our 45-strong international
jury panel brings together a collection of campaigns from around the
world that are leading the industry forward by mastering new techniques
and delivering business results for clients."
For more information on all The WARC Award winners visit here.