Asian Spectator

WARC Awards 2020 - Effective Use of Brand Purpose winners announced

  • Written by ACN Newswire - Press Releases

WARC Awards 2020 - Effective Use of Brand Purpose winners announced

LONDON, Jun 4, 2020 - (ACN Newswire) - Campaigns for global brands including Airbnb, Cadbury Dairy Milk, Finish, Harpic and L'Oreal, as well as local brands such as Hungarian Telekom, Maxis in Malaysia and The Times of India, are among the winners in the Effective Use of Brand Purpose category of the WARC Awards, a global search for next-generation marketing effectiveness.

WARC Awards 2020 - Effective Use of Brand Purpose winners announced

WARC Awards 2020 - Effective Use of Brand Purpose winners announced

Ivan Pollard, Senior Vice President, Global Chief Marketing Officer, General Mills

WARC Awards 2020 - Effective Use of Brand Purpose winners announced

Grand Prix for The Country Pub Project, Airbnb

16 campaigns from around the world - one Grand Prix, four Golds, six Silvers and five Bronzes - have won in the Effective Use of Brand Purpose category, rewarding marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.

Airbnb Creative, APAC, has won the Grand Prix for The Country Pub Project. In Australia, Airbnb regained its position as the most popular booking site by creating a project to support rural communities by boosting the country pub, a gathering point for struggling country towns. The campaign used a combination of public policy, paid media, earned media and owned channels in a three-stage strategy to reach more than 15 million people, achieve over 30m video views, and drive increased brand favourability and awareness.

Three special awards have also been given in specific areas of excellence:

- Evaluation Award, for a brand purpose strategy that has gone the extra mile in measuring both commercial and societal impact, has been awarded to FCB India for The Times of India's Out & Proud - India Comes Out of the Closet campaign. The newspaper sparked a nationwide movement to normalise LGBTQ with a special Out and Proud classifieds section.

- Employee Engagement Award, rewarding a purpose-led strategy that is consistent both inside and outside an organisation, has been awarded to FP7 McCann Dubai for The Gift of Mom campaign for children's retailer Babyshop, which increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

- Sustainability Award, for a brand that has replaced a strategy or business practice with a more sustainable alternative and can prove that it has contributed to long-term brand health, has been awarded to Santa Clara for Native Bees, a campaign for Brazilian craft beer brand Cervejeria Colorado, which highlighted the problem of bee extinction to publicise its production chain and brand values.

An eminent jury of 18 agency- and client-side industry professionals, selected the following full list of winners:

Grand Prix:

- The Country Pub Project - Airbnb - Airbnb Creative, APAC - Australia

Gold:

- Out & Proud - India Comes Out of the Closet - The Times of India - Bennett Coleman & Co. Ltd - FCB India - India + Evaluation Award-The Gift of Mom - Babyshop - Landmark Group - FP7 McCann Dubai - United Arab Emirates + Employee Engagement Award- The Uncovered - Ahmini - Tunisie Telecom - J. Walter Thompson Tunis - Tunisia- As far as we go - Almosafer - Seera Group - FP7 McCann Dubai - Saudi Arabia

Silver:

- Native Bees - Colorado's Appia - AMBEV - Santa Clara - Brazil + Sustainability Award- Job-Hunting in Sneakers - Band-Aid - Johnson & Johnson - BBDO Japan - Japan- #FinishWaterWaste - Finish - Reckitt Benckiser - DEC PR - Australia- Senior Gamer Club - Hungarian Telekom - Deutsche Telekom - Uniomedia - Hungary- Abtal El Shawarea' (The Stars on the Streets) - Clear - Unilever - FP7 McCann Cairo - Egypt- The Ramadan campaign that didn't launch in Ramadan - Jawwy - STC - FP7 McCann Dubai, FP7 McCann Riyadh - Saudi Arabia

Bronze:

- Meet Me Halfway - SK-II - Procter & Gamble - Forsman & Bodenfors Singapore, Verizon Media - China, United States, United Kingdom- Glass and a half in everyone - Cadbury Dairy Milk - Mondelez International - Ogilvy Malaysia - Indonesia- The Non-Issue - L'Oreal Paris - L'Oreal Group - McCann London, McCann Paris - United Kingdom- Overcoming India's Toilet Divide - Harpic - Reckitt Benckiser - McCann Worldgroup India - India- The Unheard Prayer - Maxis - Leo Burnett - Malaysia

Commenting on the winners, jury chair, Ivan Pollard, Senior Vice President, Global Chief Marketing Officer, General Mills, said: "As you can see from these powerful case studies, purpose is not just the right thing to do, it is the best thing to do for business. Those brands that really do act purposefully and not just talk about it will prosper - not by chance but on purpose."

View on www.warc.com/WarcAwards.prize?tab=purpose the winning case studies in the Effective Use of Brand Purpose category alongside the winners of the Effective Innovation category.

The winners of the remaining categories - Effective Content Strategy and Effective Social Strategy - will be announced shortly. The Grands Prix and Special Awards winners across the four categories of the WARC Awards share a $40,000 prize fund.

More information on the WARC Awards is available on www.warc.com/warcawards.prize?tab=about

About WARC

- advertising evidence, insights and best practice

WARC provides the latest evidence, expertise and guidance to make marketers more effective. WARC's mission is to save the world from ineffective marketing.

WARC's clients include the world's largest brands, advertising and media agencies, media owners, research companies and universities. They rely on WARC for rigorous, unbiased information and advice on almost any advertising and marketing issue, which WARC delivers via best practice guides, case studies, research papers, special reports and advertising trend data, as well as via webinars, awards, events and advisory services.

WARC collaborates with more than 50 respected industry organisations globally including: The Advertising Research Foundation, Cannes Lions, Effie Worldwide, Association of National Advertisers, ESOMAR, 4A's, IPA and DMA.

WARC was founded in 1985, and has offices in the UK, US and Singapore. In July 2018, WARC became part of Ascential plc, the global specialist information company.

Copyright 2020 ACN Newswire. All rights reserved. www.acnnewswire.com

Authors: ACN Newswire - Press Releases

Read more //?#

Apollo Proton Cancer Centre Receives Prestigious JCI Accredita...

CHENNAI, India, July 3 /PRNewswire-AsiaNet/-- Apollo Proton Cancer Centre (APCC), the first Proton Therapy Centre in South Asia and the Middle East, announced its accreditation by Joint Comm...

OneWeb Announces HMG and Bharti Global Limited Consortium as W...

LONDON, July 3, 2020/PRNewswire-AsiaNet/-- - A consortium of Her Majesty's Government (HMG) (through the UK Secretary of State for Business, Energy and Industrial Strategy) and Bharti Global...

NEC and JAMSTEC Develop AI-based System for Measuring Microplastics in the Ocean

TOKYO, Jul 3, 2020 - (JCN Newswire) - NEC Corporation (TSE: 6701), in cooperation with the Japan Agency for Marine-Earth Science and Technology (JAMSTEC), today announced the development of...

CRRC Releases Its 2019 Australia Sustainability Report

SYDNEY, July 3, 2020 /PRNewswire-AsiaNet/ -- - The rail transport equipment company continues its commitment to sustainability to cultivate win-win opportunities and unlock long-term economi...

9 in 10 Employees Say Lack in Data Skills Lead to Greater Challenges at Work, May Be Career Development Roadblock

92% admit to not achieving optimal productivity due to a lack of data skills 89% say that they face challenges at work as a result of not understanding data87% view their lack of data c...

2.2 Million People set new record for views tuning in to BLACKPINK X #TwitterBlueroom

BLACKPINK communicated with fans around the world via #TwitterBlueroom Live Q&A, topping Twitter Trending globallyBLACKPINK introduced self-drawn special emoji on #TwitterBlueroom LiveBL...

Nitin Gadkari Inaugurates VVDN's Global Innovation Park (Techn...

GURUGRAM, India, July 02, 2020 /PRNewswire-AsiaNet/ -- The Hon'ble Union Minister, Shri Nitin Gadkari today inaugurated VVDN Technologies [https://www.vvdntech.com/] new Global Innovation Pa...

International Alliance for Responsible Drinking: CEOs of Leadi...

LONDON, July 3, 2020, /PRNewswire-AsiaNet/-- The COVID-19 pandemic presents an unprecedented global challenge of protecting lives while also safeguarding livelihoods and communities. Only a ...

SANNE Appoints New Head of Business Development in Tokyo

ST HELIER, Jersey, July 3, 2020 /PRNewswire-AsiaNet/ -- SANNE, a leading global provider of alternative asset and corporate services, has appointed Sakuya Tajima as Head of Business Developm...

United Safety Acquires QTEC Fire Services PTY LTD

EXTON, Pennsylvania, July 3, 2020 /PRNewswire-AsiaNet/ -- -- United Safety acquires premier supplier of high-quality fire suppression equipment.United Safety, a global manufacturer of safety...

Neusoft Ranks Top in China Healthcare IT Solutions Market for ...

SHENYANG, China, July 2, 2020 /PRNewswire/ -- Recently, International Data Corporation (IDC) has released the China Market Shares of Core Hospital Management Systems 2019: Upgrading Core Sys...

Xovis Multiplies Your Options in One Fell Swoop

ZOLLIKOFEN, Switzerland, July 2, 2020 /PRNewswire-AsiaNet/ -- - Two new AI features for in-store analytics made possible by Xovis 3D sensorsWhen their ordinary "all-in-a-day's-work" became e...

ANGUS Chemical Company Launches New TRIS AMINO(TM) AC (ADVANCE...

BUFFALO GROVE, Illinois, July 2, 2020 /PRNewswire-AsiaNet/ -- - COMPANY'S NEWLY EXPANDED TRIS AMINO MANUFACTURING FACILITY IN GERMANY PROVIDES THE MARKET WITH A DUAL ANGUS MANUFACTURING SOUR...

The 127th Canton Fair Concludes, Establishing A New Trade Mech...

GUANGZHOU, China, July 2, 2020/PRNewswire-AsiaNet/-- The 10-day 127th China Import and Export Fair (Canton Fair) concluded with fruitful results and helped promote the development of interna...

Liquid Group partners with NICE Payments to expand cross-borde...

SINGAPORE, July 1, 2020 /PRNewswire-AsiaNet/-- --Liquid Group will strengthen its cross-border contactless QR payment network through a strategic collaboration with NICE Payments ("NICE") as...

Global Pandemic and Recession - 4ARTechnologies is the First S...

ZUG, Switzerland, July 2, 2020/PRNewswire-AsiaNet/-- Following the implementation of Apple recommendations, the Swiss company 4ARTechnologies launches the next version of the 4ARTapp, the ar...

HeiQ Viroblock Certified as Cosmetic Grade and Bio-based Renew...

ZURICH, July 2, 2020 /PRNewswire-AsiaNet/ -- Textile innovator HeiQ's antiviral textile technology, HeiQ Viroblock NPJ03, has been certified as safe and sustainable as all its ingredients ar...

CIIE: South Korean Firms Believe Import Expo Will Restore Stre...

SHANGHAI, July 2, 2020 /PRNewswire-AsiaNet/ -- With many countries seeking ways to offset the economic slowdown caused by the COVID-19 outbreak and foster fresh trading momentum, the China I...

CIIE: Cambodia Firms Believe Import Expo to Boost Trade and In...

SHANGHAI, July 2, 2020 /PRNewswire-AsiaNet/ -- It's more than 100 days away, but Rouen Sovannarith has been eagerly awaiting the third CIIE as he thinks CIIE will provide a powerful boost fo...



News Company Media Core

Content & Technology Connecting Global Audiences

More Information - Less Opinion