The top campaign of last year is the Shah Rukh Khan-My-Ad project, according to successes in effectiveness competitions tracked by WARC. Who else succeeded?
WARC has unveiled this year's ranking of the 100 campaigns that won the most awards at effectiveness competitions around the world. Be it competitions like Effie, the effectiveness categories at Cannes Lions, WARC Awards or AME Awards.
The most effective campaign last year was the Shah Rukh Khan-My-Ad project by agencies Ogilvy Mumbai and Wavemaker Mumbai for Cadbury. It responded to the fact that over 70 per cent of gifting products are sold by local retailers. The result was an interactive geotargeting campaign that made actor-star Shah Rukh Khan an ambassador for these smaller businesses. The communication garnered over 140 million impressions and sales of celebration products increased by 35 percent.
The second most effective campaign also relates to the Indian market - a long-running Keep Girls In School project by Procter & Gamble's Whisper brand with agencies Leo Burnett Mumbai and EssenceMediacom. It not only educates girls about menstruation but also tries to prevent them from dropping out of school. And over three years, she has helped a nine per cent growth in business.
The third most effective campaign is also a long-term communication - Famous Orders from agencies led by Wieden+Kennedy NY for McDonald's. For several years, it has connected the brand with popular celebrities who show their own "go-to" orders, increasing the brand's popularity with young people, not just in the US.
The ranking also reveals the most successful brands in terms of efficiency, with McDonald's reigning supreme for the fifth time (followed by Cadbury from Mondelēz and KFC from Yum! Brands). The aforementioned Famous Orders campaign came third in the main ranking for the second year in a row. Overall, Anheuser-Busch InBev wins the most effective campaigns for the third time in a row (followed by Unilever and McDonald's). Its success was driven by the communications of 32 brands, five of which made the top 50 most effective brands.
In terms of agencies, Leo Burnett Dubai had the most campaigns awarded for effectiveness, having shot to the top from last year's 26th place (Ogilvy Mumbai and AlmapBBDO São Paulo followed). The most efficient media company is Mindshare New York (followed by Wavemaker Mumbai and Starcom Chicago). Among the networks, Ogilvy reigns supreme, followed by DDB Worldwide and Leo Burnett, just like last year. It is among the holding companies that the ranking has changed, with Omnicom Group moving to the top of the ranking from second place, displacing WPP, and Publicis Groupe coming third, having swapped positions with Interpublic Group compared to last year. In terms of independent agencies, Special fared best, followed by DJE Holdings and Wieden+Kennedy.
Source: mam.cz
