A campaign by Droga5 for Tourism Australia that featured a reboot of the Crocodile Dundee film character has won the Grand Prix in the Effective Channel Integration category in the 2018 WARC Media Awards.
In Dundee – The son of a legend returns home, Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travelers.
This featured a roll call of Australia’s biggest stars and was promoted on social media, digital and OOH, culminating in the ‘official movie trailer’ being shown during Super Bowl LII. The campaign – which also picked the POE Special Award for a strategy successfully linking paid, owned and earned media – led to an 83% increase in intent to book and yielded a 6:1 ROI for earned coverage.
In addition to the Grand Prix, a total of three Golds, six Silvers and two Bronzes were awarded alongside three Special Awards. For full details of the winners visit the Awards website.
A gold and the Effective Cross-Channel Measurement Award – for a campaign that most accurately measured the effectiveness of different comms channels and the halo effect that they achieved together – went to a UK campaign for easyJet by OMD UK and VCCP.
Project Multiscreen saw the airline using data to inform a tailored strategy for brand versus promotional communications on different screens, while also setting up rules by device for time-length – an approach that resulted in increased brand consideration and increased passenger numbers, with key spikes driven during campaign periods.
A Silver and the Path-to-Purchase Award – for a campaign building an effective integration model around shopper or path-to-purchase insight – went to Eurosport Player’s Delivering a digital-first Winter Olympics.
Created by MullenLowe MediaHub, the sports broadcaster used targeted digital and social ads to show interested audiences what they were missing at the Games in South Korea, while messaging stressed the functional benefits of on-demand viewing given the time difference. Eurosport was able to increase its monthly growth rate by 320%, giving incremental lifetime revenue of $35m.
