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 Press Release
First-ever Mazda CX-80 Crossover SUV Unveiled in Europe
Apr 19, 2024 13:50 JST
| 
Fujitsu develops technology to convert corporate digital identity credentials, enabling participation of non-European companies in European data spaces
Apr 19, 2024 10:17 JST
| 
Mitsubishi Heavy Industries and NGK to Jointly Develop Hydrogen Purification System from Ammonia Cracking Gas
Apr 18, 2024 17:01 JST
| 
Toyota Launches All-New Land Cruiser "250" Series in Japan
Apr 18, 2024 13:39 JST
|
Fujitsu and Oracle collaborate to deliver sovereign cloud and AI capabilities in Japan
Apr 18, 2024 11:14 JST
| 
Eisai: Research on Treatments for Alzheimer's Disease Based on Its Pathological Mechanisms Recieves Award for Science and Technology (Research Category)
Apr 18, 2024 10:53 JST
| 
All-New Triton Confirmed as First Double-Cab Pickup Truck to Achieve 2024 Five-Star ANCAP Safety Rating
Apr 18, 2024 09:22 JST
|
Eisai's Antiepileptic Drug Fycompa Injection Formulation Launched In Japan
Apr 17, 2024 16:17 JST
| 
Honda Unveils Next-generation EV Series for China
Apr 17, 2024 12:15 JST
| 
Lexus presents Time at the 2024 Milan Design Week
Apr 16, 2024 18:49 JST
| 
Mitsubishi Corporation Announces Participation in a DAC Project in Louisiana, USA
Apr 16, 2024 14:36 JST
|
New circuit challenge for TOYOTA GAZOO Racing
Apr 15, 2024 17:21 JST
|
TOYOTA GAZOO Racing back on asphalt for Croatian challenge
Apr 12, 2024 19:36 JST
|
Heidelberg Materials North America Announces Latest Milestone in Edmonton CCUS Project
Apr 12, 2024 14:39 JST
|
MHIAEL Completes Expansion of the its Nagasaki Plant for Manufacture of Aero Engine Combustors
Apr 11, 2024 18:08 JST
|
Mitsubishi Shipbuilding Acquires Approval in Principle (AiP) from Classification Society ClassNK for Ammonia Fuel Supply System (AFSS)
Apr 11, 2024 17:50 JST
|
DOCOMO, NTT, NEC and Fujitsu Develop Top-level Sub-terahertz 6G Device Capable of Ultra-high-speed 100 Gbps Transmission
Apr 11, 2024 15:10 JST
|
Mitsubishi Corporation Announces Completion of Capital Raise by Nexamp
Apr 11, 2024 13:07 JST
|
Mitsubishi Shipbuilding Receives Order for Ammonia Fuel Supply System for Ammonia-Powered Marine Engine
Apr 10, 2024 16:55 JST
| 
Transgene and NEC Present First Clinical Benefits of Neoantigen Cancer Vaccine, TG4050, in Head & Neck Cancer at AACR 2024
Apr 10, 2024 13:36 JST
|
More Latest Release >>
|