What a way to start the year! We’re incredibly proud to announce that AFFINITY has won a global WARC Media Award for the third year in a row.
We were awarded Silver for Best use of Data for our Central Coast: Couch to Coast campaign for Tourism Central Coast.
Our 2019 WARC Award hat trick comes off the back of our Best Use of Data Grand Prix wins in 2017 and 2018.
The global WARC Awards are discipline-neutral and channel-agnostic, which means we were up against fierce global competition from pretty much everyone who entered.
Now in their fourth year, the WARCs recognise the insight, strategy and analytics that power effective media investment. Judges were looking for the thinking behind the strategy, the measurement approach put in place, and evidence that the comms strategy delivered against the client’s objectives.
They found that in spades with our entry, Couch to Coast. Our campaign didn’t just change perceptions, most importantly, it changed behaviour. We built a compelling brand that got people off their couches and heading to the Coast – in droves.
How? We created first party data and empirically tested strategic brand positionings. Those insights underpinned everything from a TVC to dedicated website and community engagement. Using data in new creative ways, we delivered the Central Coast’s highest-ever tourism numbers. In just six months, we flipped the reputation of the area from 'bogan' to boom town. Tourism increased by $199 million, a 22.7% increase.
As our CEO, Luke Brown, said: “We’re thrilled to win another award that recognises the role of data in an effective communications strategy. Being smarter with data to drive big outcomes is our bread and butter business. It doesn’t need to be complicated. Media-led insight driven by new collection methods and clever analysis will come up trumps every time. I couldn’t be prouder of our team and the results we’ve achieved.”
What a fab way to start the new decade. Bring on the 2020 WARCs – where we’ll be looking to make it a four-peat!
