UAE has emerged the most awarded country this year at the Warc Prize for Connection Strategy with FP7/DXB standing out with three wins for the region. MEC also got one shortlist but could not make it to the winners list.
Warc, a platform observing advertising best practices, evidence and insights from various brands, launched the Warc Prize for Connection Strategy earlier this year to award connections planning.
There were four campaigns that were shortlisted from MENA out of the total 20 global campaigns. FP7 got three of its campaigns shortlisted with all three winning at the awards. The fourth campaign was that of MEC for Nestle’s Nido named Nido Fortified: I Love Mama campaign.
The McCann Worldgroup agency picked up two Special Awards in the inaugural Warc Prize for Connection Strategy.
The first was the Commercial Impact Award for the best example of a connection strategy with a direct influence on retail or e-commerce performance. The awards went to a campaign it developed for Fanta. With ‘Creating more play in MENA, it reinvented the soft drink’s strategy in the region with a distinctive teen engagement platform based on gaming. The campaign also won a Silver at the awards.
“We’re very happy for our work to be recognized by Warc as a best case example in Connections Strategy. Being judged and awarded by an esteemed panel of leaders in connections planning and to win out of the best cases in the world is an exciting achievement,” said Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA.
The agency was also behind the winner of the Context Award for a real-time or contextual connection strategy. Project Akshar (Alphabets) was set up by SmartLife, an NGO, to help Dubai’s labourers learn English and so improve their status and quality of life. “We wanted to reach labourers in a format and across connection points they’d be comfortable and familiar with as that was the key to being effective. Simple touches, like offering a missed call to enrol in the service, conveyed that we understood the lives of the people that we were trying to reach. Creating a participatory element through social media was also a planned move as part of our connections strategy,” explained Mr Rais.
The campaign won a Gold as well. The agency’s third shortlisted campaign for Emirates NBD also won a gold. The campaign increased awareness on children’s savings plans by inviting children to think about their futures and record a message to their future selves.