Warc announces winners of Channel Integration Media Awards

Launched in May 2016, this global case study competition recognises communications planning that has made a positive impact on business results.

The Effective Channel Integration category demonstrates how sophisticated communications architecture can help boost campaign effectiveness. A 10-strong international panel chaired by Sarah Mansfield, VP Global Media of Unilever, Europe, Latam and Global Media Operations judged it.

Gold winners

The three gold winners, in the judges’ opinion, more than fulfilled this criterion.

Lego’s ‘Make Lego the Star of Christmas’ campaign, through UM Australia, saw the toy company connect with families by encouraging them to build a Lego star for the top of their Christmas trees. Jury member Richard Shotton, deputy head of evidence, Manning Gottlieb OMD, said, “There was a wonderful order in its approach, focusing on fans, then the stunt with the star, then celebration, then user-generated content - that was excellent integration.”

In Unilever-owned Knorr’s ‘Love At First Taste’ campaign through PHD, the food brand engaged with millennial foodies by creating an online tool that matched people based on their ‘flavour personality’. Judge Paul Frampton, CEO Havas Media Group UK & Ireland described it as, “An incredible campaign that had an amazing number of people interact with it.

“Considering it could have just stuck money in TV ads, what it did encouraged people to go and buy the product. This was a good example of content, then owned platform and earned media and then paid media to go after millennials.”

Churchill’s Lollipoppers campaign, through MediaCom UK, saw the brand champion safer road crossing for children on their way to and from school. “I fell in love with the whole thing,” said judge Dominique Touchaud, global brand strategist, associate brand director, Procter & Gamble. “It solved a real issue and when the company realised something did not work, it did something else.”

Silvers, Bronzes

The three Silvers were awarded to UM Romania for its ‘Pay With Blood’ campaign for the National Institute of Blood Transfusion and Untold Music Festival; to Starcom’s ‘Never A Stranger’ campaign for Airbnb; and to FP7/DXB’s ‘Project Alphabet’ for NGO Smartlife.

The judges also awarded two bronzes: one to Almap BBDO’s ‘World’s Best Social Network’ for beer brand Antarctica, and one to Arena Media UK’s ‘Journey to Greatness’ work for fast food brand Domino’s.

The winners of the Effective Use of Tech, Effective Use of Partnership & Sponsorship and Best Use of Data categories will be announced shortly. The Grand Prix and Special Awards winners across all four categories will be announced at an event in London on 9 February 2017, when guests will hear insights and learnings from winning case studies presented by Warc Media Awards judges.