Top Story

Home >> Advertising >> Article

Brooke Bond Red Label India, Destination Canada and Philips China win Golds at Warc Media Awards

31-January-2017
Font Size   16
Brooke Bond Red Label India, Destination Canada and Philips China win Golds at Warc Media Awards

Warc's Media Awards, recognising communications planning that has made a positive impact on business results, announced the winners of the ‘Best Use of Data’ category.

The jury, a 10-strong international panel chaired by Sital Banerjee, Philip's Global Head of Media, have awarded three Golds, three Silvers and one Bronze in the Best Use of Data category, which  recognises the role of data in an effective communications strategy.

The Gold winning Brooke Bond Red Label's 6 Pack Band campaign, through Mindshare, saw the Hindustan Unilever-owned tea brand employ big data analysis to promote India's first transgender band.




This analysis empowered the brand to be more agile in its media investment and decision-making. Sital Banerjee, Global Head of Media, Philips, and chair of the judges, commented: "Being able to support an initiative that could be so sensitive in a conservative society requires a lot of skill and thought in how the data is collected and they did it very well. The social impact that this has had goes beyond what a commercial brand would expect."

Another Gold went to Destination Canada's Explore Canada campaign through OMD in multiple countries that combined influencer content with data to increase tourist visits by 7.9%. "This showed how to weave yourself into content and layer on programmatic and that was what impressed me," said Glen Kushner, Senior Strategy & Analytics Advisor, Converseon and a member of the judging panel.

The third Gold went to Carat China for the Philips campaign, 11.11 and The Art of War, involving a data optimisation initiative that resulted in the consumer electronics brand doubling sales on Singles Day.



"Whether it's Black Friday or Singles Day, there's a lot of planning and preparation required to succeed in the moment," said Graham Wylie, Senior Director Market Development & Channels, AppNexus and one of the judges. "This struck me as a very intelligent approach. There were tangible results from a brand that many might not consider to be a classic Singles Day slam dunk."

Three Silvers were also awarded. Google and OMD UK took one for London Community Noticeboard which saw the tech giant using digital out-of-home to broadcast relevant information to London commuters.

Compass Point/McCann also scooped a Silver for Keybank's Hassle-Free Account, which saw the US financial services brand increase high value account openings through smart use of data.

A third Silver went to Sky and MediaCom UK for Start of Season, an initiative that saw the UK broadcaster Sky Sports increase purchase intent by using a variety of data sources that targeted football fans based on their team affiliations.

Aviva Motor Insurance's campaign, through Zenith, that used data to challenge Britons to drive more safely, won a Bronze.

The Grand Prix and three Special Awards in this category - The Attribution Award, Data-Driven Insight and Consumer's Friend Award - will be announced at a free-to-attend event at MEC in London on 9 February, where guests will hear from winners and judges.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity

EVP and Head Digital Business, SPN India says the surge in smart phone sales is driving the growth of over-the-top (OTT) industry like never before