A global campaign from German mobile operator Deutsche Telekom, which included teams from the Adriatic region, has won the Grand Prix in the Effective Use of Tech category of the WARC Media Awards, honouring communications planning which has made a positive impact on business results.
The Best Use of Tech category recognises communications that have effectively used or combined emerging platforms or technology in the media mix.
As well as the Grand Prix, three Golds, two Silvers and four Bronzes have been awarded.
Grand Prix winner Deutsche Telekom’s campaign, ‘Sea Hero Quest’, created in partnership with MediaCom and Saatchi & Saatchi, used a smartphone game to support research into dementia. The aim was to connect with consumers through its ‘life is for sharing’ brand belief by tackling the biggest threat to memory – dementia.
The game measured spatial navigation to create a benchmark against which dementia could be measured in the future. Against a target of 100,000, Deutsche Telekom achieved 3 million downloads creating usable data, which is being analysed by researchers at two universities. This success has also had a positive effect on Deutsche Telekom’s brand, with an 18 point increase in brand approval in Germany.
“As judges, we all agreed that the most important thing was how each of the winners used their marketing assets to help solve bigger societal problems aligned with their brand purpose.” said Kristi Argyilan, senior vice president of marketing for Target, and chair of the jury.
“That was especially true of our Grand Prix winner, Deutsche Telecom. They crafted a powerful and moving digitally-animated short story to bring awareness to the world’s first-ever mobile game designed to help fight dementia. Their work, along with the rest of our winners, speaks tremendously to how technology can help brands do great things for the world around us.”
The full winners list of WARC’s Media Awards 2017 – Effective Use of Tech is available here.
