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The 2020 Effie Awards were announced on 1 September, with Digital Cinema Media’s (DCM) work alongside wagamama taking home the prize for UK Media Strategy and Idea.
A collaboration between wagamama, DCM and the7stars, the campaign centred on the ‘From Bowl to Soul’ messaging, focusing on the story of wagamama promoting brand, not price, to reach new heights in a casual dining crunch.
By embracing its distinctive soulful philosophy and mastering the secret art of cinema, wagamama attracted a new swarm of urban butterflies through its doors. While others closed shop, the campaign delivered a 6%-point penetration increase, growing like-for-like sales 8.8% vs. market growth of just 1.7%, achieving a profit ROI of £5.21 for every £1 invested.
Read a full case study of the campaign here.
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing that contribute to a brand's success. For over 50 years, winning an Effie has become a global symbol of achievement, and DCM is hugely proud to see the wagamama campaign be recognised.
View the full list of 2020 Effie Award winners here.