WARC’s Chiara Manco uncovers learnings from past winners of the APG Creative Strategy Awards.
The 2021 APG Creative Strategy Awards will open for entries on 21st January. The biennial Awards define great creative strategy as a means for brands to forge their own path against conventions, achieve long-term growth and produce emotional, transformative work. Here we look at some of the 2019 winners that showed the power of creative strategy by delivering on those criteria.
Register to attend the launch event
The 2021 APG Creative Strategy Awards will open for entries on 21st January with a free-to-attend online event.
The British Army and Bodyform/Libresse: breaking with the dominant narrative
WARC’s Chiara Manco looks at 2020 WARC Media Awards winners that have used data to inform innovative out-of-home strategies.
Among winners of the 2020 WARC Media Awards’ Best Use of Data category, were many examples of effective uses of out of home. From the informative to the emotive, they show how data can enrich out-of-home communication through contextuality and personalisation.
Specsavers: real-time creative drives awareness and spurs action
Grand Prix winner Specsavers used first-party data to drive people to its stores for eye tests. Upon finding that the UK public was not averse to eye tests, but rather saw them as something to do ‘soon’ rather than ‘now’, it set out to trigger action by making test availability known. Through Manning Gottlieb OMD, Specsavers scraped data around its stores’ appointment availability and fed it into digital OOH that showed free slots for the nearest store. After a trial phase drove booking growth in test stores, the activity wa
WARC’s Chiara Manco looks at how winners of the 2020 Media Awards’ Effective Channel Integration category reaped the benefits of using strategic comms planning to engage their audiences.
The WARC Media Awards’ Effective Channel Integration category rewards result-boosting comms architecture. While media-multiplier logic tells us that messages spanning multiple channels are likely to reach more people and grab more of their attention, some of the 2020 Media Awards winners went one step further. They showed that well-orchestrated channel integration has the power to engage consumers on a deeper level: empowering them, spurring them into action and even giving rise to movements.