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
Pantene
MediaCom Connections Tel-Aviv, Stern Ariely Saar PR
Procter & Gamble
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
Always
MediaCom Connnections Tel-Aviv, ACW-Grey Tel-Aviv
Procter & Gamble
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
Voltaren
MediaCom
GSK
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
Global Pride Crossing
Global Pride
We Are Social Singapore
InterPride European Pride Organisers Association (EPOA)
Global
Twitter Bait
Burger King
MullenLowe US
Restaurant Brands International
United States
You name it, McDelivery serves
McDonald's
OMD Spain
McDonald's
Spain
The Adventure With King Leo and Friends
P/S
Mindshare Vietnam
Unilever
Vietnam
Delivering bazar Ramadan to every Malaysian home
Grab
Fishermen Integrated
Grab
Malaysia
Bronze
CheckDerm, powered by AI
Fenistil
MediaCom
GSK Consumer Healthcare
Russian Federation
Pop Up Books
WHSmith
FP7 McCann Dubai
WHSmith
United Arab Emirates
A New Zealand first – live from Trade Me's news desk
Trade Me
MBM (McCready Bale Media)
Trade Me Ltd
New Zealand
"Alexa, send me a Diet Coke"
The Coca-Cola Company
MediaCom UK, M&C Saatchi
Diet Coke
United Kingdom
#BringTheAnger
Angry Birds
Droga5
Rovio
United States
The Gift of Social Commerce
Lady's Choice
Mindshare Philippines, Jumper
Unilever Philippines, Inc.
Philippines
Bank the way you live
Union Bank
OMD Philippines, AdColony
Union Bank of the Philippines
Philippines
Twisted Carnival
Fanta
MediaCom UK
The Coca-Cola Company
United Kingdom
Shortlist
e-tron Has Landed
Audi
PHD Taiwan
Audi
Taiwan
The indoor-pollution alert system
Blueair
Mindshare India
Unilever India
India
AI-M (Artificial Intelligence – ‘Malaysianized')
Enchanteur Hand & Body Lotion
PHD Media
Wipro Unza
Malaysia
Blockchain-based out-of-home advertising
Foodpanda
Moving Walls
Foodpanda
Singapore
Memotraits
RAKBANK
Pixel Plus Media
RAKBANK
United Arab Emirates
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
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.
