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Coca-Cola Campaign Wins Connection Strategy PrizeLONDON, November 5, 2015 /PRNewswire/ --
'#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 prizes. The campaign led to an increase in sales 27% above forecast." Leo Roberts, GMM Integrated Marketing Communications, Coca-Cola South Pacific highlighted how the #colouryoursummer campaign exemplified many of the principles that underpin Coca-Cola's approach to communications planning, and credited UM's execution. "#colouryoursummer is a campaign we're very proud of. The strong link from insight and strategy to execution, the importance of owned media, the fact that it is inherently participative, the integrated nature of the overall plan and the manner in which it encourages consumers to discover more and more elements are all fundamentals of what we believe makes for great marketing communications in the modern age." Sophie Price, Chief Strategy Officer, UM Australia said "Winning the Grand Prix is a real honour for both UM Australia and Coca-Cola South Pacific, especially as this is the first year of this global competition." Price also noted the importance of collaboration, and acknowledged the role of partner agencies Ogilvy Sydney and Satellite Media. Aaron Fetters, the chair of the judging panel and svp/Marketing Solutions at comScore, praised the campaign's "integration of touchpoints and channels". "This submission and the underlying campaign masterfully demonstrated structured objectives and tangible goals, and followed through by delivering real results," he added. Winning entries (Agency / Client / Market of Origin) CASH PRIZE WINNERS Grand Prix ($5,000 cash prize) Coca-Cola: #colouryoursummer Attribution Special Award ($1,000 cash prize) Commercial Impact Special Award ($1,000 cash prize) Context Special Award ($1,000) SmartLife: Project Akshar (Alphabets) - How we transformed lives of labour into lives of learning Paid Owned Earned Special award ($1,000 cash prize) Low Budget Special Award ($1,000) GOLD Coca-Cola: #colouryoursummer Bonnington's Irish Moss: A Story of David vs Goliath Emirates NBD: Hey Future Me SmartLife: Project Akshar (Alphabets) - How we transformed lives of labour into lives of learning SILVER O2: Bringing smart tech to life for O2 Gurus Antarctica Pilsen: Rio de Janeiro, the city where people meet EXIT-Deutschland: Nazis against Nazis - Germany's most involuntary charity walk Fanta: Creating more play in MENA Very.co.uk: A Very stylish Christmas BRONZE Beam Suntory: Influencing the Influencer Fair and Lovely: Project Forshya - The best ever (Re)-Launch Johnnie Walker Blue Label: The Gentlemen's Wager Priority Mail Shipping: USPS Delivers with The Amazing Spider-Man 2 About Warc Warc.com offers advertising best practice, evidence and insights from the world's leading brands. Warc helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. Warc's clients include the world's largest advertising and media agencies, research companies, universities and advertisers. In addition to its own content, Warc features advertising case studies and best practices from more than 50 respected industry sources, including: ARF, Effies, Cannes Lions, ESOMAR and IPA. Warc hosts four annual case study competitions: Warc Prize for Innovation, Warc Prize for Social Strategy, Warc Prize for Asian Strategy and Warc Prize for Asian Strategy. Founded in 1985, Warc is privately owned and has offices in the UK, U.S. and Singapore. For Media Enquiries, contact: SOURCE Warc 
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