Campaigns from PHD China and PHD Hong Kong were two of the shortlisted papers in the Effective Use of Tech category of the WARC Media Awards 2019.
The WARC Media Awards recognise communications planning which has made a positive impact on business results and examines the insight, strategy and analytics that power effective media investment.
The Effective Use of Tech category looks for the best communications that have effectively used or combined emerging platforms or technology in the media mix, contributing to the overall business success of the broader campaign.
PHD China was shortlisted for their ‘The Secret Menu’ campaign for Google Translate. Amid a highly cluttered and competitive mobile app market in China, and with almost no presence in search results, Google Translate was looking to drive downloads of its app and increase brand awareness. Without the power of the Google masterbrand behind it, Google Translate partnered with China’s biggest lifestyle app, Dianping, and popular foreign restaurants around China, to create a Secret Menu that could only be unlocked with Google Translate’s mobile app. The campaign achieved a total of 602m impressions, and achieved 750,000 downloads of the Google Translate app in just two weeks.
PHD Hong Kong picked up their nomination for their ‘The Irreplaceable Home Taste’ for Knorr. Long working hours mean that Hong Kong residents are often not home in time for dinner, resulting in a decline in home cooking. Seasoning brand Knorr employed innovative AI in-video insertion technology to embed ads within popular Hong Kong sitcom Come Home Love: Lo and Behold to increase sales and boost brand awareness. Knorr successfully converted audiences from the leading brand, saw a 21% increase in click-through rates and 4% increase in market share one month post-launch.
The WARC Media Awards are a comprehensive set of awards covering four categories: Best Use of Data, Effective Channel Integration (for which PHD has five nominations), Effective Use of Tech and Effective Use of Partnerships & Sponsorships.
Further shortlists will be announced over the next few weeks.