WARC Media Awards: Effective Use of Tech

Communications that have effectively used or combined emerging platforms or technology in the media mix. How did a particular tech or platform help address a specific business problem?

Grand Prix

BrA.I.ds of Strength

BrA.I.ds of Strength

Brand
Pantene
Agency
MediaCom Connections Tel-Aviv, Stern Ariely Saar PR
Advertiser
Procter & Gamble
Market
Israel

Haircare brand Pantene launched a multimedia campaign to encourage women in Israel to donate hair for wigs for cancer sufferers.

It changed its approach from relying on volunteers to actively recruiting eligible donors via a four-step strategy and used AI technology to find those with long enough hair on Instagram and in smart mirrors in hair care aisles.

The campaign drove nearly 100,000 hair donations, a 15% uplift year on year, and attribution of the initiative to Pantene grew by 48%, contributing to a significant sales increase.

Gold

Rabbi Bot

Rabbi Bot

Brand
Always
Agency
MediaCom Connnections Tel-Aviv, ACW-Grey Tel-Aviv
Advertiser
Procter & Gamble
Market
Israel

Feminine care brand Always created an app to solve tensions around biblical commandments and menstruation to build equity and increase relevance among religious Jewish women in Israel.

Osteoscan

Osteoscan

Brand
Voltaren
Agency
MediaCom
Advertiser
GSK
Market
Russian Federation

Voltaren, an over-the-counter topical pain treatment, launched an online diagnostic tool to defend market share and justify its premium status in Russia.

Silver

Bronze

Shortlist

2020 Judges

An eminent judging panel of client- and agency-side experts, chaired by Dara Treseder, Senior Vice President, Head of Global Marketing and Communications, Peloton, will be reading the entries.

Special Awards

Early Adopter Award

how a brand successfully embraced a new platform

Most Scalable Idea Award

for a tech-led idea with the scope to make an impact within its sector and, potentially, beyond

Platform Pioneer Award

how a brand found an innovative and effective way to use an existing platform

Previous winners

Monty analysis of a cricket game

Eight case studies won in the Effective Use of Tech category at the 2019 competition, with Fox Cricket, through Mindshare Sydney, taking the Grand Prix.

Foxtel created a new way to experience cricket that set its subscription apart: Monty, the world's first AI 'predictive commentator'.

Monty delivered an 18% increase in average weekly sales, while Fox Cricket became the number-one channel for share, beating the full-year performance of every other channel.

Contact

Lucy Aitken

Lucy Aitken
effectiveness@warc.com