Colenso BBDO
Wed, 23 Jan 2019 01:08:52 GMT
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Colenso BBDO + MediaCom Win Bronze for 'The Most Prosperous ATM' at WARC Media Awards
Campaign has won in the Effective Use of Tech category
A campaign by Energy BBDO for American non-profit organisation, the
National Safety Council, has won the Grand Prix and the Early Adopter
Award.
The Prescribed to Death campaign raised awareness of
prescription opioid overdose in the US with an innovative live
experience supported by a multimedia campaign. Prescription opioids
contribute to the deaths of more than 22,000 Americans each year. An NSC
survey on drug abuse revealed that one in three Americans taking
prescription opioids don't even know they're taking opioids, so the
campaign targeted household health decision-makers and pain-sufferers.
The campaign launched opioid educational information on Facebook,
developed 'Warn Me' labels for insurance cards and, using data and
images of overdose victims, created a digital memorial wall and drove
awareness via ads on social media, OOH and radio.
The campaign attracted close to 2.5 billion earned impressions, built recognition for the NSC and more than one million Americans put the labels on their insurance cards.
Says Ben Sutherland, chief digital officer, Diageo, who was on the jury for the 2018 WARC Media Awards' Effective Use of Tech category, commented on the Grand Prix winner: "The way they used the tech to demonstrate the mortality rate was really good. It was an incredibly emotive area and also very impactful -- it's everything I'd like my teams to be creating."
A Silver and the Most Scalable Idea Award -- for a tech-led idea with the scope to make an impact within its sector and, potentially, beyond -- has been won by OMD Media Direction Russia, Media Direction Group. The agency took the silver for a multimedia campaign for ride-hailing service Uber that used its own 'smart out-of-home' system to grow penetration.
The full list of winners Effective Use of Tech category -- WARC Media Awards 2018 are:
Grand Prix
Prescribed to Death · National Safety Council · Energy BBDO · United States + Early Adopter Award
Gold
The Wentworth Rat · Showcase · Foxtel · Mindshare Australia · AustraliaHighway Gallery · Louvre Abu Dhabi · ADTCA · TBWA\RAAD · United Arab Emirates
Golden Egg Crunch · KFC · QSR Stores Sdn Bhd · Ensemble Worldwide, Universal McCann · Malaysia
Silver
Energy Broadcast System · Flying Pig Marathon · Barefoot Proximity · United StatesTasteFace · Marmite · Unilever · AnalogFolk · United Kingdom
Racing the Sun · Volvo · Courageous Studios, Mindshare · United States
Smart technologies increase offline media efficiency · Uber · Uber Technology · OMD Media Direction Russia, Media Direction Group · Russian Federation + Most Scalable Idea Award
Bronze
The most prosperous ATM · Bank of New Zealand · Colenso BBDO, MediaCom NZ · New Zealand + Platform Pioneer AwardReal-time multiscreen sync · Breeze · Unilever Philippines · Mindshare Philippines · Philippines
Less screen time, more play time · OMO · Unilever · Mindshare, Lowe · Vietnam
World Cup Winning Moments · Clear Men · Unilever Indonesia · Mindshare Indonesia, AdColony · Indonesia
More
information on the WARC Media Awards 2018 - Effective Use of Tech
winners, as well as the winners of the Best Use of Data and Effective
Channel Integration categories, is available here. The winners of the Effective Use of Partnerships & Sponsorships category will be announced shortly.
The WARC Media Awards are a comprehensive set of awards rewarding pioneering communications planning which has made a positive impact on business results for brands around the world. The Grands Prix and Special Awards share a total prize fund of $40,000.
