YouTube has recognized Ikea, ING, Burger King and Vueling as winners of the third edition of the awards YouTube Works Awards in Spain. This is a contest that distinguishes the most creative, innovative and effective campaigns on the platform. Ikea, winner of the Grand Prix and two awards in the Greatest Sales Impact and Creative Works categories, has become the protagonist of a celebration marked by groundbreaking initiatives that have proven their effectiveness in reaching audiences through YouTube.
The YouTube Works awards are held in more than 15 countries around the world, including the United States, Japan or Colombia, already adding more than 200 winners globally. In Spain, the award ceremony for the third edition of the contest took place yesterday at an event in Madrid, which was also attended by the jury, made up of professionals from the advertising industry belonging to the Efficiency Awards Jury Club.
The awards have been divided into six categories: Greatest Sales Impact, Best Brand Campaign, Best Full Funnel Campaign, Creative Works, Media Orchestration, Breaking Barriers. Furthermore, the award Grand Prix which recognizes the campaign that demonstrates the most effective and creative work based on demonstrable business results.
Grand Prix, Greatest Sales Impact and Creative Works
First, the award Grand Prix of the YouTube Works Awards Spain 2022 has been allocated to the campaign that demonstrates the most effective, creative, innovative and data-driven work with commercial results. And this time it’s for IKEA “Stuck in the 90s”. In addition, Ikea has also won the award for the campaign that best demonstrates the use of YouTube to generate sales and the award for the campaign with the best creative execution that generates measurable business results. IKEA “Stuck in the 90s” It has been one of the 10 best campaigns in brand recognition (54%) since 2018, surpassing 41 previous campaigns, 40 impacts, 5,975. 559 audience. In this campaign, Ikea has told how six IKEA Natives faced a house from the 90s, without a trace of IKEA, to demonstrate the great impact that the brand has had on homes and how it has been improving our lives.
Best Brand Campaign and Breaking Barriers
in the categories Best Brand Campaign and Breaking Barriers the best brand awareness campaign has been awarded and the one that authentically represents diversity among consumers this award has gone to ING with the campaign “Stay with who wants you free” a project in which the brand has made real situations of everyday life visible.
Media Orchestration
In the category of Media Orchestration, the campaign that best uses a holistic audiovisual approach to generate a great commercial impact. This has been one of the keys to the success of the campaign, the question is not to choose one channel or another but to understand its strength. This award has been for Burger King, with your campaign Eurotubers – Home Delivery 2×1 an initiative with which the campaign had to remove prominence from pizzas during the European Championship and increase home orders from BURGER KING.
Best Full Funnel Campaign
recognition of the campaign Best Full Funnel Campaign, rewards the campaign that best demonstrates the role YouTube plays in driving full funnel conversion, from building brand awareness to growing consideration and driving action. This award seeks a campaign that uses data and insights to drive both branding and performance objectives, and that makes consumers drive full funnel conversion, for this reason, this award has gone to VuelingAirlines with his Summer Campaign ’21. The idea of this campaign was to put the viewer in front of data on the changes in consumption habits that the pandemic had led us to, face the overwhelming figures that suggested a change of life, sedentary, monotonous and provoke reflection. Award for the best campaign
These candidacies have been awarded by experts from the Efficiency Jury Club. Nine professionals from the advertising industry belonging to the Efficiency Jury Club, under the collaboration agreement established in the Global Sponsorship of YouTube in the Efficacy awards, which through a clear and transparent process and criteria have valued the creative idea and the effective use of the media to fulfill the strategic role of YouTube.