WARC Awards: Effective Content Strategy winners announced

Campaigns for KFC Malaysia, Knorr, MS Limited Australia and Lockheed Martin have been awarded Golds in the Effective Content Strategy category of the inaugural 2017 WARC Awards, a new global competition honouring the effective use of emerging marketing disciplines.

Judges of the Effective Content Strategy category, which rewards branded content strategies that demonstrate a business outcome and where editorial-style content is designed to win attention, praised the four Gold awarded brands for their innovative, intelligent, and demonstrably effective content efforts.

The judging panel also awarded a further three Silver and five Bronze awards.

Australia on top

Of the 12 winning campaigns, four hail from Australia, alongside two global campaigns, two European campaigns, and one each from China, Malaysia, UAE and USA. McCann agencies lead the way with four winning campaigns submitted by offices in Melbourne, New York and Shanghai.

KFC Malaysia’s gold-winning entry by UM Malaysia/Ensemble employed programmatic technology to create and distribute content to millennials to launch its Hot and Cheezy burger in Malaysia.

Charles Baker, Strategy Director, Hearts & BBDO, said: “McDonald’s is the king of burgers. So, for KFC to make something enduring that could be fun for kids is smart. It builds preference and repeat visits.”

Knorr’s global ‘Love at First Taste’ gold-winning campaign attracted a new generation of cooks with a social media strategy that tapped into passion points rather than pushing products. It was praised for its originality in both content and distribution, stemming from good insight.

Jury member Nick Kendall, founding partner, Broken, Electric Glue and The Garage Soho, said of the campaign: “It showed true understanding of the role of food as a good metric for people deciding whether they like each other.”

Out of this world

Gold winner Space/Lockheed Martin’s ‘Field Trip to Mars’ by McCann New York, created a VR-enabled bus for school children that showed them what Mars would look like. Unlike most VR-led campaigns, the experience was collective.

As a result, the campaign was highlighted for its innovation by the judges, “There’s innovation there which we need to be pushing when it comes to what content does for people”, said judge Janisa Parag, Head of Planning at True.

Parag also commented on non-profit MS Limited Australia’s ‘This Bike Has MS’, a gold-winning campaign by whiteGrey Australia, which used a pushbike to describe the debilitating symptoms of multiple sclerosis, saying “It’s a good approach for a non-profit because they usually go for the heartstrings.”

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