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Campaigns for brands including telecommunications provider du, fast food chain McDonald’s, London’s Mytaxi app, US restaurant Noodles & Company and Australian cough medicine Prospan, are among the winners of the Best Use of Data category of WARC’s global Media Awards 2017, recognising communications planning which has made a positive impact on business results.
Nine winners – One Grand Prix, three Golds, two Silvers and three Bronzes – have been awarded in the Best Use of Data category, recognising the role of data in an effective communications strategy.
The Grand Prix winner is Australian agency Affinity for its ‘Don’t ignore a cough’ campaign. In a challenging environment with fierce competition, cough medicine Prospan saw a 27% increase in sales and managed to connect with its customers by leveraging customer insights and big data to build a predictive algorithm that would alert concerned mothers when the chance of their children getting a cold was at the highest. Affinity also took the 2016 Grand Prix for the Best Use of Data and the Data Driven Insight Special Award for its highly acclaimed campaign for Narellan Pools.
The full winners list of WARC’s Media Awards 2017 – Best Use of Data is:
Grand Prix
- Don’t ignore a cough · Prospan · Flordis Affinity · Australia + Data-Driven Insight Award
Gold
- Everything but Rogue with Data · Rogue One: A Star Wars Story · The Walt Disney Company · OMD UK, OMD EMEA · United Kingdom
- My McDonald’s · McDonald’s Spain · McDonald’s · OMD · Spain
- Irse de madre DKV Insurance · OMD · Spain
Silver
- Going live with gold · Royal Mint Bullion · Royal Mint · Manning Gottlieb OMD United Kingdom
- Helping London move more freely · Mytaxi · Kinetic UK, the7stars · United Kingdom + Best Real-Time Award
Bronze
- Tropa for Life · du · Emirates Integrated Telecommunication Company · Starcom Dubai · UAE
- IMM’s patent pending solution for incrementality · Noodles & Company · IMM · United States + The Attribution Award
- Data-driven targeting · Age UK · Manning Gottlieb OMD · United Kingdom
To see the winning case studies of Best Use of Data as well as in the Effective Channel Integration and Effective Use of Partnerships & Sponsorships categories, or for more information on the global WARC Media Awards visit here