April 5, 2019
FOX Networks Group Wins the Grand Prix for its DEEP STATE Pan-European Marketing Campaign
London, Friday 5th April 2019:The winners of the 2019 World Media Awards were announced last night at an exclusive VIP event held at The Ham Yard Hotel in London with brands such as Amgen, Audi, Credit Suisse, Deutsche Bank, Formula 1, Incredible India, Samsung and Siemens receiving accolades for their entries. Hosted by the World Media Group*, the World Media Awards, now in their fourthyear, are the only global awards to recognise brands, agencies and media partners who, together, create the most effective cross platform, cross border, content-driven advertising campaigns.
The biggest winner on the night was FOX Networks Group, whose pan-European campaign for the espionage thriller series DEEP STATE, picked up the World Media Awards Grand Prix, as well as winning the World Media Award for the Media and Entertainment category. The winning campaign succeeded in heightening awareness for the ‘Deep State’ concept and igniting interest and conversation with its target audience even before creative material from the series was available. Following a global strategy with local activations, the campaign delivered an uplift in new audiences of nearly 40 percent.
The judges also praised Audi,winner of the Automotive category,for its innovative ‘Bring the e-tron to the Digital Airwaves’ campaign, which brilliantly exploited the podcast as a content channel, delivering outstanding results for the business. Formula 1 drove away with the prize for Luxury, Lifestyle & Fashion, and received a Highly Commended in the Media & Entertainment category, for‘Unleashing the World’s Greatest Racing Spectacle on the Planet’, a campaign designed to increase fan engagement by drawing them closer to the drama of F1 and creating active conversations around the brand. Incredible India’s entry,promoting the Indian sub-continent as a world-class tourist destination,took home the Travel & Tourism award fora campaign full of high impact imagery and visual storytelling, which was produced specifically for a mobile-first audience.
“The World Media Awards provide an important benchmark for innovation in international content marketing so we’re delighted to be awarded this year’s Grand Prix for the DEEP STATE marketing campaign,” said Antoine Chapuy, Senior Marketing & PR Manager, Fox Networks Group Europe & Africa.“We were up against an impressive line up of competitors so it’s testament to the hard work of our European and African marketing teams whose collaboration and execution was key to the success of the campaign.”
A panel of 30 senior jurors from leading advertisers, agencies and publishers, headed up by Co-Chairs Stacy Gratz, Global Media Director at Bacardi, Caroline Foster Kenny, CEO EMEA at IPG Mediabrands and Jim Piercy, Creative Director, Customer Studios EMEA/Asia at The Wall Street Journal, were taskedwith selecting the eight category winners and the Grand Prix winner from the many global submissions. This year saw a huge increase in entries from media brands, a reflection of the number of media owners that have established their own brand studios in recent years to create credible content.
Stacy Gratz, WMA judge and Global Media Director at Bacardi,said“We were delighted to receive an impressive array of submissions from all over the world as more and more brands embrace content as a way to tell their stories across multiple channels and borders.FOX Networks Group’s campaign for DEEP STATE is a great example of an innovative pan-market content strategy that has been executed seamlessly at the local market level across several countries. The campaign maximised cross-border collaboration to yield outstanding results overall, and is well-deserving of the Grand Prix award.”
For more information on the World Media Awards and to see the winning entries in full, visit http://sandbox.world-media-group.com/awards/2019-winners.
The winners of the World Media Awards 2019, along with comments from the judges about the category winners,are as follows:
“This campaign showed some great insight around the power of podcasts. There was a clear business challenge and they told a great story of the development of the strategy, the implementation and results – and the business results were fantastic!”
Brand & Media Owner Partnership
Credits: Havas International, Ipsos MORI
“This was a well-considered partnership. The content was audience behaviour led, digging down into the science of the entrepreneur and offers the audience real value. The results speak for themselves!”
Highly commended- Samsung Galaxy Note9: Selling a Phone with Hidden Powers
“This campaign benefitted from an intelligent strategy that highlighted a clear USP, creating exclusivity and virility in a beautifully crafted way.”
“In a very tough sector, this campaign delivered its message to the right audience, going above and beyond what you would normally expect.”
“This campaign has created long-term value, building a genuine community around specialist issues. It demonstrated clever targeting, was led by highly focused information and content, and delivered great business results.”
Lifestyle, Luxury &Fashion
“This campaign needed to resolve a tough challenge – it was a well-presented entry, demonstrating a great, insight-led strategy and delivering superb business results.”
Media & Entertainment
“The DEEP STATE campaign achieved amazing results – delivering an uplift in new audiences to the channel of nearly 40%. The entry incorporated innovative , creative solutions, with real-time, agile and responsive media and content choices..”
Highly Commended –Formula 1: Unleashing the World’s Greatest Racing Spectacle on the Planet
“This campaign created a turn-around for the brand, with multi-level touchpoints and bespoke strategies for different need-states.”
Technology & Telecommunications
“We loved the data-led story telling. This campaign had at its root an original idea and created engaging content around it.”
Travel & Tourism
“This campaign benefitted from compelling content and new formats, leveraging CNBC’s premium traveller research insights to identify new opportunities – it also delivered strong results.”