Tourism Australia + Droga5 NY win WARC Effective Channel Integration Grand Prix

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.

Says Emily Fairhead-Keen, jury member and strategy partner, Wavemaker: “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, VMLY&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

More information on the WARC Media Awards 2018 – Effective Use of Channel Integration winners, as well as the winners of the Best Use of Data category, is available here. The winners of the Effective Use of Partnerships & Sponsorships and Effective Use of Tech categories will be announced shortly.

The WARC Media Awards are a comprehensive set of awards rewarding 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.