Warc Announces “Best Use of Data” Winners

Brooke Bond Red Label India, Destination Canada and Philips China win Golds

Warc’s Media Awards jury – a 10-person international panel – have granted three Golds, three Silvers and one Bronze in the Best Use of Data category, which recognises the role of data in an effective communications strategy.

The Gold winning Brooke Bond Red Label‘s 6 Pack Band campaign, through Mindshare, saw the Hindustan Unilever-owned tea brand employ big data analysis to promote India’s first transgender band. This analysis empowered the brand to be more agile in its media investment and decision-making.

“Being able to support an initiative that could be so sensitive in a conservative society requires a lot of skill and thought in how the data is collected and they did it very well. The social impact that this has had goes beyond what a commercial brand would expect,” said Sital Banerjee, Global Head of Media, Philips, and chair of the judges.

Another Gold went to Destination Canada‘s Explore Canada campaign (video above) through OMD in multiple countries that combined influencer content with data to increase tourist visits by 7.9%.

Carat China won the third Gold for its Philips campaign, 11.11 and The Art of War, involving a data optimisation initiative that resulted in the consumer electronics brand doubling sales on Singles Day.

“Whether it’s Black Friday or Singles Day, there’s a lot of planning and preparation required to succeed in the moment,” said Graham Wylie, Senior Director Market Development & Channels, AppNexus and one of the judges. “This struck me as a very intelligent approach. There were tangible results from a brand that many might not consider to be a classic Singles Day slam dunk.”

Three Silvers were also awarded, with Google and OMD UK taking one for London Community Noticeboard which saw the tech giant using digital out-of-home to broadcast relevant information to London commuters. Compass Point/McCann won a Silver for Keybank’s Hassle-Free Account, which saw the US financial services brand increase high-value account openings through smart use of data.

A third Silver went to Sky and MediaCom UK for Start of Season, an initiative that saw the UK broadcaster Sky Sports increase purchase intent by using a variety of data sources that targeted football fans based on their team affiliations.

Aviva Motor Insurance‘s campaign, through Zenith, that used data to challenge Britons to drive more safely, won a Bronze.

Visit here for more information about Warc’s Media Awards.