Recognising the role of data in an effective communications strategy

Grand Prix

Lifebuoy

The Adaptive Data Lighthouse

Brand Lifebuoy
Agency Mindshare
Advertiser Hindustan Unilever Limited
Country India

Lifebuoy targeted the people most at risk of infections preventable by good hand hygiene to increase sales in rural India.

The brand created an infection warning system by crunching government data to predict outbreaks, and targeted marketing on a micro-local level to spread awareness.

As a result, Lifebuoy increased its rural brand metrics, penetration and sales, and helped to reduce infection rates.

Gold

Hot Spots and Hell Spots

Data-Driven Insight Special Award

Hot Spots and Hell Spots

Brand Virgin Trains
Agency Manning Gottlieb OMD
Advertiser Virgin Trains
Country United Kingdom

Virgin Trains, the British trains operator, increased journey numbers with a data-driven, targeted campaign using TV, radio and DOOH.

IHOP

A data-fueled solution that rises to the occasion

Brand IHOP
Agency Initiative
Advertiser Dine Brands Global
Country North America

IHOP, the restaurant chain, used audience targeting to increase visits and sales in the US.

Finding a buried treasure

Personalisation Special Award

Finding a buried treasure

Brand SAP
Agency PHD Singapore
Advertiser SAP
Country Asia

SAP, the software company, increased leads and decreased cost per lead by changing how it dealt with decision-making executives who moved company in Asia.

Flu Tracker

Flu Tracker

Brand Flu Tracker
Agencies MediaCom Russia, GlaxoSmithKline Healthcare
Advertiser GlaxoSmithKline
Country Russian Federation

Theraflu created a flu tracker which warned its target audience when flu and colds were heading their way.

Silver

Attribution Special Award

The Power of Data

Brand KFC
Agency Hearts & Science
Advertiser YUM!
Country Middle East and North Africa

If you can dream it, you can Pylox it

Brand Nippon Pylox
Agency Ensemble Worldwide
Advertiser Nippon Paint Malaysia
Country Malaysia

Hijacking the largest shopping festival in the world

Brand UNIQLO
Agency Mindshare China
Advertiser Fast Retailing Co.
Country China

Bronze

We Choose Hybrid

Brand Toyota
Agency The&Partnership
Advertiser Toyota Motor Europe
Country Europe

Smart Search

Brand Big Bazaar
Agency MediaCom
Advertiser Future Retail Limited
Country India

A full media mix based on machine-learning technologies

Brand First Ukrainian International Bank (FUIB)
Agency OMD Media Direction Ukraine
Advertiser First Ukrainian International Bank (FUIB)
Country Ukraine

Belanja Berbagi

Brand Unilever
Agency Mindshare Indonesia
Advertiser Unilever Indonesia
Country Indonesia

Shortlist

Making Michelob Ultra famous

Brand Michelob Ultra
Agency UM
Advertiser Grupo Modelo Mexico
Country Mexico

More memories with friends and family

Brand Aeroméxico
Agency UM
Advertiser Aeroméxico
Country Mexico

#NeutrogenaToTheRescue

Brand Neutrogena
Agency J3
Advertiser Johnson & Johnson
Country Argentina

Where are the parents visiting?

Brand StarHub
Agency Carat
Advertiser StarHub
Country Singapore

Advanced vehicle targeting

Brand Peugeot VU
Agency Kinetic Worldwide, MediaCom
Advertiser PSA
Country Netherlands

A small agency with big-agency analytics

Brand PEARL iZUMi
Agency IMM
Advertiser PEARL iZUMi
Country United States

Quit Buddy

Brand Nicorette
Agency Ensemble Worlwide, Universal McCann
Advertiser Johnson & Johnson
Country Malaysia

The Audience Hub

Brand Fiat Chrysler Automobiles (FCA)
Agency Cadreon
Advertiser Fiat Chrysler Automobiles (FCA)
Country United States

Judges

A judging panel of industry experts, chaired by Nicole Kane, Global Media Director, McDonald’s, will be reading the entries.

Special Awards

Personalisation Award – for the best example of a campaign that used data to segment effectively

The Attribution Award – for the best example of a channel attribution model

Data-Driven Insight Award – for a campaign where data helped to identify the right audience at scale

Contact

Lucy Aitken

Lucy Aitken, Managing Editor – Case Studies
+44 (0) 20 7467 8154
mediaawards@warc.com