PHD Singapore’s ‘Finding a Buried Treasure’ Campaign for SAP Wins Award


PHD Singapore’s ‘Finding a Buried Treasure’ campaign for SAP has won Gold at the WARC Media Awards 2018, making it one of only four global campaigns to win a Gold in the Data category this year.

Structure of WARC Media Awards

There were four categories and each one had its own judging panel and set of Special Awards. The judging panel of industry experts, chaired by Nicole Kane, Global Media Director, McDonald’s, read the entries. As part of the judging process, judges were asked to nominate entries they think deserve to be considered for the Special Awards. The categories are:

  • Effective channel integration: How sophisticated communications architecture helped boost campaign effectiveness.
  • Effective use of partnerships & sponsorships: How collaborations with third parties, including native advertising and sponsorships, have helped brands meet business goals.
  • Effective use of tech: Communications that have effectively used or combined emerging platforms or technology in the media mix. How did using a particular tech contribute to the overall business success of a broader campaign?
  • Best use of data: Recognising the role of data in an effective communications strategy.

Details of the Winning Campaign

The campaign also picked up one of three special awards bestowed this year – the Personalisation Special Award for being “the best example of a campaign that used data to segment effectively.”

Challenged with sluggish growth, rising alternatives for enterprise solutions, and shorter key decision-maker lifespans in a category that tends to have long lead times, SAP and PHD had to work together to find a better way to spark growth.

The award-winning campaign, ‘Finding a Buried Treasure’, increased leads for SAP and decreased their cost-per-lead by tracking executives’ job changes and continuing where it left off with the executives previously exposed to SAP, rather than approaching them as fresh leads just because they changed companies.

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