Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The results of Effective Use of Tech, the final category of Warc’s Media Awards, recognising communications planning that has made a positive impact on business results, are announced.
A 10-strong international panel chaired by Debbie Weinstein – Managing Director, Brand Solutions & Innovations, EMEA, Google, have so far awarded three Golds, three Silvers and four Bronzes in this category, which rewards communications that have effectively used or combined emerging platforms or technology in the media mix contributing to the overall business success of the campaign.
Procter & Gamble-owned personal care brand Old Spice, charity Cancer Research UK and Australian mental health foundation Headspace have won Golds.
Old Spice’s ‘Nature Adventure’ from Wieden + Kennedy was a gaming-led campaign in the US and Canada on live-streaming platform Twitch which helped the brand to build affinity with 18-34 year old men.
Cancer Research UK’s ‘Tap to Beat Cancer’ campaign, by MediaCom, saw the charity trial digital screens with a contactless card payment facility in its shop windows.
Suzy Ryder, Managing Partner, Digital and Technology, OMD and a judge, described it as “a very easy and logical way to maintain and increase fundraising.”
Australian youth mental health foundation Headspace was the third Gold awarded by the judges for its Reword campaign. Through Leo Burnett Melbourne, the organisation helped to reduce instances of online bullying by young internet users through the introduction of an online tool that encourages people to reconsider what they have written before posting.
The Grand Prix and three Special Awards in the Effective Use of Tech category – Best Real-Time, Early Adopter Award and Best Use of Programmatic – as well as in the three other Warc Media Awards categories, will be announced at a free-to-attend event at MEC in London on Thursday 9 February. Warc Media Awards judges will reflect on this year’s entries and there will be two presentations from winners.