M&M Global Awards has announced the winners for its 2020 Awards, which sees mediaReach OMD and OMD Spain named as ‘Highly Commended’. Fuse Int (OMD New Zealand) won in the Financial and Utility Services category for the Kiwibank I AM HOPE campaign.
Work in EMEA that was ‘Highly Commended’ was for clients Power Oil and McDonald’s.
The Effectiveness Award: mediaReach OMD Nigeria: Power Oil – What did you just eat?
Unknown to most consumers, unbranded cooking oils were produced, distributed and sold under unhygienic conditions. This campaign led to OMD convincing the two most trusted media houses in Nigeria to launch an undercover exposé on the dangers of unbranded oil. This resulted in the news going viral and Power Oil was positioned as the viable alternative to harmful unbranded oils.
Rather than simply advertising, the power of journalism and education opened up people’s eyes to the brand message.
The campaign exceeded all sales expectations with 100ml unit bottles increasing in sales revenue by 100%.
Best Campaign Led by Data: OMD Spain: McDonald’s – Your desires are orders
This campaign was all about fulfilling the McDonald’s mission of ‘becoming a provider of micro-moments of happiness’.
OMD arranged a bespoke focus group that explored the emotional associations behind ordering from a delivery service. Following the data from the study, a tailored campaign was constructed using OOH, programmatic and paid social.
Since the campaign started, McDelivery orders increased by an impressive 79%.
Click here for the full winners’ list.