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LONDON, November 5, 2015 /PRNewswire/ --
Campaign for Coca-Cola South Pacific by UM Sydney wins $5,000 Grand Prix in inaugural Warc Prize for Connection Strategy
13 entries won awards from 8 markets, including US, UK, India, Brazil, UAE and Australia
'#colouryoursummer', a campaign by UM Sydney for Coca-Cola South Pacific, has won the US$5,000 Grand Prix of the Warc Prize for Connection Strategy.
The Prize, in its inaugural year, showcases the best examples of channel thinking that deliver brand advantage. Entries were judged by a panel of senior marketers and agency-side strategy experts, chaired by Aaron Fetters, SVP Marketing Solutions, comScore.
A total of 20 entries were shortlisted for the global competition and 13 emerged with medals, as the judges awarded four Golds, five Silvers and four Bronzes. There were also five Special Awards for Commercial Impact, Attribution, Context, Paid Owned Earned strategy and the best low-budget campaign, each with USD$1,000 prize money.
The full list of winners can be viewed on the Prize website, http://www.warc.com/connectionprize, where Warc subscribers can also read the shortlisted papers.
The winning campaign featured smaller 250ml Coke cans that were made available in a limited-edition range of colours that teenagers could collect and share. The strategy put Coca-Cola's owned assets (its cans) at the heart of the campaign and through a connected system of touchpoints gave teens the opportunity to unlock the cans to discover a colourful world of content, experiences and...