By A Correspondent
Campaigns for premium vodka Absolut, fast-food restaurant KFC, museum Louvre Abu Dhabi, antiperspirant Rexona and feminine care brand Stayfree are among the winners of the Effective Use of Brand Purpose category of this year’s WARC Awards, a global search for next-generation marketing effectiveness.
Thirteen campaigns from around the world – one Grand Prix, four Golds, three Silvers and five Bronzes – have been selected as winners in the category, which rewards marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community. Three special awards, recognising specific areas of excellence, have also been given.
Mindshare India won a Gold and the Evaluation Award with a campaign for Lifebuoy from Hindustan Unilever. ‘The Adaptive Data Lighthouse’ campaign targeted the people most at risk of infections preventable by good hand hygiene to increase sales in rural
A campaign by FP7 McCann Dubai for Babyshop has won the Grand Prix and the Smart Spender Award. In ‘Al Umobuwah – Putting ‘Mum’ into ‘Parenthood’, the children’s retailer used a multichannel approach and created a new Arabic word that embraced the concepts of both motherhood and fatherhood (the Arabic word for parenthood translates only to fatherhood) in order to drive brand meaning – and sales – in the Middle East.
Commenting on the Grand Prix winner, judge Nazia du Bois, Founder, Principal Consultant, rice bowl, said: “Inserting a word into what’s essentially a hermetically sealed language is remarkable, especially given the 50k budget.”