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The World Advertising Research Center (Warc) has issued its annual rankings of the most effective marketing campaigns and the agencies and advertisers driving effective results. Ranked number one, "Penny the Pirate" developed by Saatchi & Saatchi and OMD for Australian optical chain OPSM combined traditional and digital media, producing an engaging printed book and app to highlight vision problems in children.
More than 126,000 parents bought the reading book, the number of eye tests conducted by OPSM increased by 22.6% year-on-year, and its sales also grew by more than one-fifth (22.4%).
The Warc analysis found that 55% of the world’s most impactful campaigns are digital-led. Eleven of the 20 top-ranked campaigns led with digital channels. Notable uses of digital included the ‘Live Test Series’ (ranked fifth) by Volvo Trucks -- its YouTube video views of over 100m reached far beyond the brand’s niche target audience of truck drivers and resulted in a 23% growth in sales in the fourth quarter of 2013 -- and "If We Made It" (ranked sixth) by Newcastle Brown Ale, which used online video to parody the advertising hype around the Super Bowl, increasing volume sales by over 20%....
This is a very significant trend in advertising and digital promotion. It means that anyone with a big idea, a computer and some skills could technically create a viral campaign that shakes the world. No wonder agencies are unsure what's next.