A global campaign from German mobile operator Deutsche Telekom has won
the Grand Prix in the Effective Use of Tech category of the WARC Media
As well as the Grand Prix, three Golds, two Silvers and four Bronzes have been awarded.
three special awards for particular areas of expertise were given by
the jury panel. The Early Adopter Award for how a brand successfully
embraced a new platform; Most Scalable Idea Award, for a tech-led idea
with the scope to make an impact within its sector and, potentially,
beyond; and Best Use of Augmented or Virtual Reality Award for how
enhancements through virtual or augmented reality - or both - helped a
campaign fulfil its potential.
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
Says Kristi Argyilan, senior vice president of
marketing for Target, and chair of the jury: "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.
"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."
and Mindshare in the UK won a Gold for their 'Bigger Than Suicide'
campaign for Unilever's Lynx. The brand worked with suicide charity CALM
to create a series of digital out-of-home ads, which were integrated
with a social media campaign to increase awareness of suicide among
young men in the UK.
The third Gold went to Mindshare Sri Lanka
for 'The campaign that saved 2500 lives' which saw insurance company
Softlogic Life develop a SMS emergency hotline which was directly linked
to the Disaster Management Center in order to help rescue the victims
of floods during the monsoons in Sri Lanka.
The full winners list of WARC's Media Awards 2017 - Effective Use of Tech is: Grand Prix
- Sea Hero Quest · Deutsche Telekom · MediaCom, Saatchi & Saatchi · Global + Early Adopter Award
- Dynamic recruitment · The University of Sydney · The Monkeys · Australia
- Bigger Than Suicide · Lynx · Unilever · Kinetic UK, Mindshare · United Kingdom
campaign that saved 2500 lives · Softlogic Life Insurance · Softlogic
Holdings · Mindshare · Sri Lanka + Most Scalable Idea Award
- React to shamers · Always · Procter & Gamble · MediaCom · Israel + Best Use of Virtual Reality Award
- Smart = Sexy · Lifestyles, Blowtex · Ansell · Brazil, US
weather to grill, or not · Johnsonville Fresh Bratwurst · Johnsonville
Sausage Company · CompassPoint Media · United States
- #AdaAQUA campaign with #PathDaily · AQUA · Danone · Havas Media · Indonesia
- Humans 2: Closer to perfect than ever before · Channel 4 · OMD UK, 4creative · UK
- From inside the plot · Fiat · People Initiative · Turkey
see the winning case studies of Effective Use of Tech as well as in
Best Use of Data, Effective Channel Integration and Effective Use of
Partnerships & Sponsorships categories, or for more information on
the global WARC Media Awards please view here
will be holding a free-to-attend 'Lessons from the WARC Media Awards'
event in London on 6 February, where attendees can hear from winners and
judges. Register here