The WARC Awards programme is a search for next-generation marketing effectiveness. It rewards best-in-class campaigns in four categories: Effective Social Strategy, Effective Content Strategy, Effective Use of Brand Purpose, and Effective Innovation.
The Effective Social Strategy category links social strategy to business success. Among the shortlisted campaigns this year is Re-Mind PHD’s campaign for automotive giant, ŠKODA, in France.
Despite its frequent new model launches and strong innovation strategy, the French market had an outdated view of ŠKODA, which made for lower than average sales and brand measures.
PHD and ŠKODA recognised that hesitation was the key insight for their audience and decided to openly acknowledge it.
The ‘Hesitation’ campaign included a series of films focusing on iconic hesitation moments. Launched first through social, the films were then supported by TV, cinema, PR, owned media and dealership tools.
The results showed improvements across brand attribution (52% vs. automotive market average of 34%), campaign message recall and awareness, and a significant improvement in brand image.
For more detailed information on the shortlisted ŠKODA: Hesitation campaign, click here.
Overall winners of the four categories will receive $10,000 each. There are also three $1,000 Special Awards: Path-to-Purchase, Smart Spender, and the Live Award.