Why These Campaigns Are The Best In The World And How Yours Can Be Too!

Why These Campaigns Are The Best In The World And How Yours Can Be Too!
SHARE
THIS



Australia soared to the front of the ad stage a few weeks ago when Warc released its top 100 campaigns from the past year, with Saatchi & Saatchi Australia’s Penny the Pirate topping the list.

Overall, Australia was ranked fifth in the world.

And besides just marvelling at the wondrous campaigns, Warc has released the common themes between them all so anyone can pull together a cracking campaign. You can download the full report here.

The four main takeaways are:

Digital-led strategies can be highly affective.

Eleven of the top 20 campaigns were digitally led in some capacity, says the executive summary of the Warc top 100. After analysing the campaign themes, social media emerged as the most used channel for the campaigns – around 80 per cent of the campaigns used social in some way.

Online video was the second most used channel, followed by public relations.

Online video remains a more used channel than TV for the second year running.

Digital is driving low-budget strategies.

The 2016 list has seen a trend towards less-expensive and shorter campaigns.

“This is unusual,” says the report. “The 2015 analysis, consistent with previous studies into high performing campaigns at effectiveness and strategy awards, found that bigger campaigns tend to overperform.”

Coming back to the first point, digitally-led campaigns are proving to be commercially viable, and some of them, says Warc, were on a very low-budget.

“New opportunities are clearly emerging for low budget work to cut through.”

Emotional appeals are becoming more often.

It’s been said time and time again – marketers can’t ignore the emotional pull of advertising. It’s so important, News Corp acquired video ad tech company Unruly and released an offering that uses emotions to target specific ads.

Similarly, emojis are becoming a more widely used marketing tool.

“Emotional marketing has increased in prominence every year since Warc began tracking Warc 100 data, and is now by far the most-used creative approach among the top campaigns,” says the report.

“Despite the fact that emotion is becoming more popular among the total case study set, emotional campaigns continue to overindex on the Warc 100.”

Warc singled out Always’ #LikeAGirl campaign, which came second in the leaderboard of top 100 campaigns, for being a brilliant example of emotional pull.

“The campaign used a digital and PR-led approach, with an online video later repurposed as a Super Bowl ad, all with a highly emotional appeal.”

In case you haven’t seen it, check it out below.

Australia remains a strategic powerhouse (so people are taking some tips from our fine nation).

This was one of the four takeaways from the overall report, meaning Australia can probably give itself a grand ol’ pat on the back.

The amount of campaigns Australia has within the Warc 100 list (13 per cent) well above our global ad spend (2 per cent).

 

 

Please login with linkedin to comment

Latest News

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Over 50s Insurer Apia Unveils New Work Via DDB Melbourne
  • Campaigns

Over 50s Insurer Apia Unveils New Work Via DDB Melbourne

Apia takes a look at the real-life, relatable moments over 50s experience with its new campaign via DDB Group Melbourne. For 30 years Apia has been designing products and services for Australians over 50. This new Home Insurance, Health Insurance and Multi-Policy Discounts campaign aims to speak to people in a way that’s refreshing, relatable […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]