Data driven media, CX and advertising agency AFFINITY has once again been recognised on the international stage, this time taking out the Grand Prix in the Warc Media Awards for Best Use of Data.
The awards were announced at a ceremony held in London overnight. Warc works with the world’s largest advertising and media agencies, research companies, universities and advertisers, offering best practice, evidence and insights to maximise advertising effectiveness.
The win is the latest global and local recognition for the campaign. In September last year it took out a coveted IPA Effectiveness Award in the UK, in addition to winning five Australian Effies, including gold for Best Use of Data.
AFFINITY won for its work on Narellan Pools, an innovative data-driven campaign that delivered incremental sales ROI of $54 for every dollar spent. It used weather data to identify the specific factors that acted as the tipping-point for consumers considering buying a pool across its 49 individual regional and metro centres. It then used programmatic buying tools that were only activated when those conditions were met – the first time programmatic has been used to turn activity on and off in real-time based on specific conditions in different regions. In addition to increasing sales by 23 per cent, AFFFINITY also reduced Narellan’s media spend by 30 per cent.
Sital Banerjee, global head of media, Philips, commented on the campaign: “They turned things around with a declining budget and were able to leverage data. That stood out for me.”
The campaign has also been awarded an MFA Award for Best Use of Data, Mumbrella Award for Media Campaign of the Year, MSix Award for Clever Use of Data and two gold and a silver at the Asian Marketing Effectiveness Awards.
Luke Brown, CEO at AFFINITY said: “We’re delighted that once again, our work has been recognised on the international stage. It was a highly effective piece of work and demonstrates that when used right, big data can be used creatively to deliver real results for brands.”
To see a full list of winners click here.