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).
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]
Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]
WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured). The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]
Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]