WARC Media Awards: Best Use of Data
Recognising the role of data in an effective communications strategy.
Grand Prix
COVID Booking Engine
Specsavers
Manning Gottlieb OMD
Specsavers
United Kingdom
British optician and audiologist Specsavers took a data-driven approach to improve customer experience and deliver demonstrable and sustainable value back to the business in the UK.
Using its digital booking engine, Specsavers could understand live appointment availability on an individual store level, reduce the volume of unused eye test slots and thereby increase sales volumes.
The approach drove a 68% uplift in eye test volume growth in stores, unlocking a new way to drive eye test appointments and allowing the brand to put a value on its first-party data.
Gold
Lifetime Value
Direct Line
MediaCom UK
Direct Line Group
United Kingdom
British insurer Direct Line integrated customer lifetime value calculations into its pay-per-click bidding strategy to reduce advertising costs and increase sales volume and value in the UK.
Data-driven search delivers for iPhone 11 launch
O2
Havas Media Group
Telefónica
United Kingdom
Telco O2 channelled the power of data to drive sales growth and efficiency gains for Apple's new flagship device in the UK.
Strategy taking flight
Singapore Airlines
PHD Singapore
Singapore Airlines
Global
Singapore Airlines, the airline, delivered an increase in revenue with its transformative use of data in a 32-country campaign.
Using data, empathy and out of home to sell international SIMs
O2
Havas Media, Talon Outdoor
Telefónica
United Kingdom
UK telco O2 increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home campaign.
Silver
Data is the best deposit
PUMB
Media Partnerstvo Buying, Empower
First Ukrainian International Bank
Ukraine
Personalised Social Impact Reports
Grab
In-house
Grab
Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam
Intent to purchase
Shell Helix / Pennzoil
MediaCom China
Royal Dutch Shell plc
China, United States
Data-driven media strategy for increased use of public transport
Entur
RED dentsu X
Entur
Norway
Bronze
The future of marketing has feelings
SAP
PHD Germany
SAP SE
Austria, Germany, Switzerland
AI31 – Hijacking live games
Clear Men
Mindshare Vietnam
Unilever
Vietnam
Burger King's Content Kitchen
Burger King
MullenLowe Group Singapore
Restaurant Brands International
Singapore
The 100 Stains Challenge
OMO
FP7 McCann Dubai
Unilever
Middle East & North Africa (general region)
Rainy Day Delivery
KFC
Mindshare China
Yum! China
China
Leveraging the love… and the hate
Sport Chek
Touché!
Canadian Tire Corporation
Canada
Boosting SEO with topic models
Harley-Davidson
Droga5
Harley-Davidson
North America
Every Step Counts
Emirates NBD
FP7 McCann Dubai
Emirates NBD
United Arab Emirates
Shortlist
Super Relatable
SuperNAN
Mindshare China
Nestlé China
China
The power of 100 lemons
Vim
Mindshare India
Hindustan Unilever Limited
India
Recruiting new Tennessee Honey drinkers
Jack Daniel's
Captify, Spark Foundry
Brown-Forman
United Kingdom
Creative Personalisation
British Gas
Nucleus (MediaCom UK/The &Partnership)
Centrica PLC
United Kingdom
2020 Judges
An eminent judging panel of client- and agency-side experts, chaired by Mark Evans, Managing Director of Marketing and Digital, Direct Line Group will be reading the entries.
Special Awards
Personalisation Award
for the best example of a campaign that used data to segment effectively
The Attribution Award
for the best example of a channel attribution model
Data-Driven Insight Award
for a campaign where data helped to identify the right audience at scale
Previous winners
Nine case studies won in the Best Use of Data category at the 2019 competition, with Vans, through Starcom and MRY, taking the Grand Prix.
Vans turned sixteen influencer communities into programmatic audience segments, within which 48 pieces of content were promoted through targeted, personalised social media posts.
The campaign increased ad awareness and word of mouth exposure by 22% and 24% respectively, directly generating $895k in revenue and an ROAS of 390%.
