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Mediacom, Lowe Lintas secure shortlists for Warc Prize for Connection Strategy

Mediacom's Duracell: 10X power in your hand and Lowe Lintas' Fair and Lovely: Project Forshya - The best ever (Re)-Launch campaign make the cut in the inaugural competition

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Mediacom, Lowe Lintas secure shortlists for Warc Prize for Connection Strategy

Mediacom's Duracell: 10X power in your hand and Lowe Lintas' Fair and Lovely: Project Forshya - The best ever (Re)-Launch campaign make the cut in the inaugural competition

BestMediaInfo Bureau | Delhi | October 6, 2015

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Medicom India and Lowe Lintas have made the cut and secured one shortlist each for Warc Prize for Connection Strategy, a global competition to find the best examples of channel thinking that delivers brand advantage. A total of 20 entries from a wide range of agencies worldwide were shortlisted.

Mediacom India's work for Duracell titled '10X power in your hand' made it to the shortlist. The case study describes how Duracell, a battery brand, created online video content to engage young consumers in India.

  • Duracell lasts ten times longer than other battery brands, but TV ad campaigns in India had failed to drive the brand's sales.
  • Creating online videos and tying up with the entertainment youth network TVF, the campaign reached the right audience with the right content.
  • Using romance, drama, humour and interaction, consumers could see the ten times longer claim demonstrated.
  • The content was successful in engaging consumers and building the Duracell brand.

Watch the case study here:

Fair and Lovely: Project Forshya - The best ever (Re)-Launch campaign done by Lowe Lintas also made the cut. The case study describes how Fair and Lovely, one of Unilever India's biggest and most profitable brands, used previously untapped data to target lapsed consumers and grow sales.

  • Fair and Lovely was losing market share, and an earlier strategy, aimed at attracting new consumers, had ended up alienating its core customer base.
  • This campaign needed to put Fair and Lovely back on the track of sales growth, appealing lapsed and new users alike - many of whom didn't have access to mass media, such as TV, radio or print.
  • The campaign identified the best places to target the lapsed consumers by drilling down into data in detail not previously seen.
  • Media dark areas were targeted with a combined outdoor and mobile campaign and low-cost sampling lured back dubious customers.
  • The campaign almost instantly reversed the sales slump and saw significant improvements in perceptions of the brand.

Commenting on the shortlist, David Tiltman, Head of Content at Warc, said, “What stood out to me was not only the range of markets represented, but also the different companies who made the shortlist – media agencies, creative agencies, media owners and digital specialists.”

“It's clear that connection planning is becoming a key skillset across the industry,” he added.

Aaron Fetters, the Chair of the Prize judging panel, stressed that he would be looking for “great examples of thinking that transcend touchpoints such as television or online and demonstrate a true consumer experience”.

The brands and agencies that have met his standards will be revealed next month when Warc will name Gold, Silver and Bronze winners for the highest-scoring cases in four regions – the Americas, EMEA, APAC, and one for a global or multimarket strategy – and award a $5,000 Grand Prix to the best paper in the competition.

There will also be five $1,000 Special Awards covering the following areas: commercial impact, POE, attribution, context and low-budget.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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