WARC Awards for Effectiveness: Customer Experience
The Effectiveness Show 2023
Watch episode two – the Gold and Grand Prix winner announcements here now
Or go back to episode one for the Bronze and Silver winners
Grand Prix
Wear 'Em Out Store
eBay
Edelman, New York
eBay
USA
eBay inserted itself into cultural conversation and increased sales by rewarding sneakerheads for wearing their shoes rather than preserving them.
As the largest marketplace for new and second-hand sneakers, eBay didn’t only exist to sell new shoes – it was there for sneakerheads that wanted to wear their shoes and express their personality.
eBay set up the eBay Wear ‘Em Out Store: the world’s first ever sneaker shop purposefully created to reward sneakerheads for wearing, not shelving their kicks and increased sales by 25%.
Gold
Amazing Thailand. Culture To Commerce.
Tourism Authority of Thailand
Ogilvy, Bangkok
Tourism Authority of Thailand
Thailand
The Tourism Authority of Thailand created a multiplayer game that enabled players to discover what Thailand has to offer as a way of promoting the country as a tourist destination during the COVID-19 lockdowns.
Silver
Bronze
Shortlist
KFC Rewards Arcade
KFC
RAPP, London
Yum! Brands
UK
Degustation
KFC
Ogilvy, Sydney
Yum! Brands
Australia
How Thums Up made cricket better for fans
Thums Up
Ogilvy & Mather, Gurgaon
The Coca-Cola Company
India
Good Times in Your Pocket
McDonald's
TBWA/Neboko, Amsterdam
McDonald's
Netherlands
Breathcalypse By Listerine
Listerine
Wunderman Thompson, São Paulo
Johnson & Johnson
Brazil
Customer Experience
Awarding new ways of engaging with consumers and innovative experiences created to connect and immerse on the path to commercial success. Work entered in this category should push the boundaries of interaction, engagement and loyalty. Customer experience can encompass a physical or a digital experience, or a combination of both.
2023 Judges
A judging panel of industry experts, chaired by Jennifer Healan, VP, US Marketing, Brand Content and Engagement, McDonald's, will be reading the entries.
I’m thrilled to lead the Customer Experience jury for the WARC Awards for Effectiveness 2023. With customer expectations evolving faster than ever before – especially in today’s digital world – brands need to provide convenient, culturally relevant experiences at every touchpoint, going far beyond the walls of the traditional storefront. I'll be looking for ideas that use innovation to drive brand relevance in new and unexpected ways while also driving meaningful business results.
VP, US Marketing, Brand Content and Engagement, McDonald's
Previous winners
There were three winning case studies in the 2022 competition, with Michelob Ultra: Courtside, through FCB New York, taking the Grand Prix.
Michelob Ultra virtually transported basketball fans to the court during the COVID-19 lockdown by calling on them to scan their Michelob Ultra bottle for a chance to win a coveted 'seat'.
The campaign increased Michelob Ultra's sales by 32% and brand reach by 31%. Browse the winners of the 2022 Awards
