Affinity’s Prospan campaign takes out Grand Prix prize at the prestigious WARC Media Awards

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Prospan - Birthday[1] (1).jpgAustralia’s Affinity has taken home the Grand Prix in the Best Use of Data category at the prestigious WARC Media Awards, with a campaign for children’s cough medicine Prospan, edging out other contenders Disney and McDonald’s. This is the second year in a row that Affinity has won this global award, which recognises the role of data in effective communications strategy.

Prospan - Game Time[1] (1).jpgThe winning campaign from Affinity, a data driven media, CX and advertising agency, predicted when children around Australia would get sick, by suburb, using big data and customer insights, to build an algorithm to alert mums when the chance of their children getting a cough was highest. The approach made use of a small budget, while achieving a 27% increase in sales for Prospan while the category shrank by -8.5%.

In addition to the Grand Prix, Affinity picked up the Data Driven Insight special award, for successfully using data to identify the right audience at scale. There were three golds, two silvers and three bronzes, plus three Special Awards handed out in the category. The other gold, alongside Disney and McDonald’s went to Spanish insurer, DKV.

 

Says Luke Brown, CEO, Affinity: “The calibre of brands and campaigns in this category show that ‘data’ is finally maturing from a buzzword to being commercially applied in more creative and effective ways. It’s a privilege to pick up the Grand Prix for the second year running.”

 

At Affinity, data and real-time information informs the strategic and creative approach to advertising, first understanding human behaviour then leveraging it. Last year, Affinity won the Grand Prix in the same category for a campaign pinpointing the moment intending pool buyers felt they couldn’t endure the next summer without their own pool. The campaign effectively reversed a seven-year decline in sales at Narellan Pools.