Jun 17, 2020 20:00 JST
Source: Warc
|
|
WARC Awards 2020 - Effective Social Strategy winners announced
Reprise wins Grand Prix for How KFC's #1 Fan Charmed Millions campaign
LONDON, Jun 17, 2020 - (ACN Newswire) - Campaigns for KFC in Malaysia, Amazon Prime Reading in China, Burger King in the US, El Tiempo in Colombia, German Rail in Germany, SKODA in France and WWF in the UK, are among the winners of the Effective Social Strategy category of the WARC Awards, a global search for next-generation marketing effectiveness.
| |
| Lex Bradshaw-Zanger, CMO, L'Oreal UK & Ireland and chair of the jury |
| Grand Prix, KFC #1 Fan |
A total of 13 campaigns - one Grand Prix, two Golds, five Silvers and five Bronzes - have won in the Effective Social Strategy category, which links social strategy to business success.
Reprise in Malaysia has won the Grand Prix for How KFC's #1 Fan Charmed Millions. The fast-food brand used a comedic take on a social influencer to drive affinity with millennials in Malaysia.
To combat a series of critical price-based social media posts, which sparked a national debate on rising prices within the fast-food industry, KFC launched a tactical free chicken promotion to reignite love amongst teens and young adults, and drive footfall in-store. KFC introduced its number-one fan, Mat Ayam Free, who drove affinity with millennials by hijacking other carefully curated top celebrities' Instagram pages, while shamelessly promoting KFC's chicken.
The campaign successfully increased brand share amongst teens and young adults by 4% each, gained exposure to the combined influencers' audience of 20.3m followers, gained 2.5m followers of its own with 6.6m impressions and reversed negative social sentiment.
Three special awards have also been given in specific areas of excellence:
- Path-to-Purchase Award, for a social strategy that successfully drove sales, has been awarded to Memac Ogilvy for Scroll-Thru, for which KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.
- Smart Spender Award, for a social strategy that was effective on a budget of $500K or less, has been awarded to Facebook Creative Shop for Great Work - WWF's Black Friday Twist. Wildlife conservation charity World Wide Fund for Nature ran a subversive Black Friday promotion to drive endangered animal adoptions in the UK.
- Live Award, for the best real-time campaign that has helped the brand achieve a specific business result, has been awarded to MullenLowe US for #NotAJoke. Non-profit gun safety organisation Change The Ref used comedian Louis CK and his words about shooting victims to create a stand-up 'comedy' act to bring gun-control conversation into pop culture in the US.
The full winners' list, as voted by the 15-strong jury of agency- and client-side industry professionals, is as follows:
Grand Prix:
- How KFC's #1 fan charmed millions | KFC | QSR Stores Sdn Bhd | Reprise | Malaysia
Gold:
- No Need to Fly | Around the World in Germany | German Rail | Ogilvy Germany | Germany - Twitter Bait | Burger King | Restaurant Brands International | MullenLowe US | United States
Silver:
- Celebrating Subcultures | Burger King | Restaurant Brands International | MullenLowe US | United States - Scroll-Thru | KFC | Yum! Brands MENAPKT | Memac Ogilvy | Middle East (general region) + Path-to-Purchase Award - Everyone is an Amazing Book | Amazon Prime Reading | Amazon China | McCann Worldgroup China | China - Bring Back the Idols | Snickers | Mars Japan | BBDO Japan | Japan - #WomenRewriteWomen | El Tiempo | MullenLowe SSP3 | Colombia
Bronze:
- Be a Masshole, Not an Asshole | Yes on 3 Coalition | MullenLowe US | United States - Hesitation | SKODA | RE-MIND PHD | France - Great Work - WWF's Black Friday twist | WWF | Facebook Creative Shop | United Kingdom + Smart Spender Award - The Gift of Social Commerce | Lady's Choice | Unilever | Ogilvy Philippines Inc. | Philippines - #NotAJoke | Change the Ref | MullenLowe US | United States + Live Award
Lex Bradshaw-Zanger, CMO, L'Oreal UK & Ireland and chair of the jury, commented: "As social grows in scope and becomes more firmly rooted in commerce, this year's winners show a range of social strategies, truly engaging the consumer, from across the world that practitioners can learn from and be inspired by, helping to build future growth across a multitude of sectors."
View here the Effective Social Strategy winners, the final category of this year's WARC Awards to be announced, alongside the winners of the Effective Content Strategy (www.warc.com/WarcAwards.prize?tab=content), Effective Use of Brand Purpose (www.warc.com/WarcAwards.prize?tab=purpose), and Effective Innovation (www.warc.com/WarcAwards.prize?tab=innovation) categories.
The Grands Prix and Special Awards winners across the four categories of the WARC Awards share a $40,000 prize fund.
More information on the WARC Awards is available on www.warc.com/warcawards.prize?tab=about
Contact:Amanda Benfell
Head of PR & Press
+44 20 7467 8125
amanda.benfell@warc.com
Source: Warc Sectors: Media & Marketing, Advertising
Copyright ©2024 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.
|
Latest Release
Hitachi High-Tech and University of Tokyo Promote Joint Research for the Practical Application of High-resolution Laser-PEEM in the Semiconductor Field Nov 07, 2024 18:19 JST
| Mitsubishi Motors Acquires Its Own Shares from Nissan Nov 07, 2024 17:20 JST
| Honda Signs Sponsorship Agreement to Provide Electrified Vehicles at World Athletics Championships Tokyo 25 Nov 07, 2024 17:10 JST
| Home of Fujitsu joint conservation project designated as first Nationally Certified Sustainably Managed Natural Site in Okinawa Nov 07, 2024 14:51 JST
| NEC and NEC Bio publish foundational work on T Cell Receptor engineering using proprietary generative AI at the Society for Immunotherapy of Cancer annual meeting Nov 07, 2024 11:40 JST
| Anime Tokyo Station 1st Anniversary Event: Celebrating one year since the opening of the new hub for sharing Japanese anime Nov 07, 2024 11:00 JST
| 57% of Banking Executives Struggle with Data Silos, Blocking AI-Driven Personalization, CleverTap's New Report Highlights Nov 06, 2024 15:30 JST
| Honda Unveils Electric Motorcycle Concept Models "EV Fun Concept" and "EV Urban Concept" at EICMA 2024 Nov 06, 2024 14:15 JST
| Yoshimoto Kogyo and Mitsubishi Corporation have signed a business partnership agreement for co-creation of business using "laughter" Nov 06, 2024 11:51 JST
| Honda to Begin European Verification Test of Battery Sharing Service with GoCimo Nov 06, 2024 10:39 JST
| Honda Unveils World's First and New V3 Engine with Electrical- Compressor at EICMA 2024 Nov 06, 2024 09:03 JST
| Victory and world title for TOYOTA GAZOO Racing Nov 05, 2024 17:59 JST
| Tokyo Stock Exchange and Fujitsu announce renewal of cash equity trading system 'arrowhead4.0' Nov 05, 2024 17:13 JST
| Mitsubishi Heavy Industries Continues Order Intake, Revenue, and Profit Growth in Strong First Half, Raises Full-Year Order Intake Guidance Nov 05, 2024 14:37 JST
| Eisai's Corporate Venture Capital Subsidiary, Eisai Innovation, Inc., Selected for AMED's 'Strengthening Program for Pharmaceutical Startup Ecosystem" Nov 05, 2024 11:35 JST
| Asahi Kasei and Honda Sign Shareholders' Agreement to Convert Existing Asahi Kasei Subsidiary into Joint Venture for Production of Lithium-ion Battery Separators in Canada Nov 04, 2024 14:12 JST
| Joby Aviation and Toyota Accelerate Efforts to Realize Air Mobility Nov 04, 2024 09:36 JST
| Eisai Completes Rolling Submission to US FDA for LEQEMBI(R) (lecanemab-irmb) Biologics License Application for Subcutaneous Maintenance Dosing for the Treatment of Early Alzheimer's Disease Under the Fast Track Status Nov 01, 2024 13:56 JST
| All-New Triton Wins Golden Award at VMARK Vietnam Design Awards 2024 Nov 01, 2024 12:43 JST
| Fujitsu's groundbreaking computing technology for accelerating scientific computing wins Japan Patent Office Commissioner's Award Nov 01, 2024 12:24 JST
|
More Latest Release >>
|