PHD has picked up three trophies at the 2021 WARC Media Awards – Gold for PHD UK, Silver for Touché! Canada, and a Grand Prix for PHD Canada in the Effective Channel Integration category.
The WARC Media Awards recognise communications planning, which has positively impacted business results, and examines the insight, strategy, and analytics that power effective media investment.
PHD Canada won the coveted Grand Prix in the Effective Channel Integration category for its ‘Vacation Intervention’ campaign for Air Transat. The judges in this category were keen to see evidence of how sophisticated communications architecture helped boost campaign effectiveness.
Air Transat uncovered a new insight about travellers to differentiate itself from competitors and gain new clients in Canada. The brand’s research revealed that many Canadians travelled to escape from work, and with the knowledge that many also had unused vacation days, its strategy was to remind consumers of the importance of holidays. Air Transat convinced 75,000 workers who wouldn’t have otherwise taken their vacation days, to travel, with nearly 50% of reservations coming from new clients.
PHD UK received Gold for ‘Bringing Entertainment Home’ for Warner Bros UK Distribution, in the Best Use of Data category, which recognises the role of data in an effective communications strategy. Warner Bros used real-time streaming data from Amazon Prime to boost digital purchases of titles from its Home Entertainment catalogue during lockdown in the UK.
Touché! Canada collected Silver in the Effective Use of Partnerships & Sponsorships category which showcases how collaborations with third parties, including native advertising and sponsorships, have helped brands meet business goals. The agency’s ‘Operation Puck Drop’ for the Canadian Tire Corporation was their winning campaign.
For the full list of winners at the WARC Media Awards 2021, click here.
