Data company Qlik believed being “data literate” gave companies and individuals powerful insights that drove smarter critical decision making. But, in 2017, research into the state of data literacy showed fewer than one in three individuals are data literate — it was Brands2Life’s job to help Qlik reverse these numbers and shine a light upon the importance of data literacy.
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In order to operate with impartiality, Brands2Life installed an advisory board of seven diverse, independent global influencers and experts from the private and public sector, including the MIT professor who coined the term “data literacy.”
It then recruited leading academics at Qlik and Experian to create an extensive, end-to-end, learning platform called The Data Literacy Project — a one-stop shop giving individuals and organizations access to data literacy levels, the ability to up-skill through free e-learning courses and the potential to become fully certified dataliterate (a world first).
Next, Brands2Life worked with the Wharton School and IHS Markit to develop the Data Literacy Index, which quantified the financial value of a data-literate workforce for enterprises — a story picked up by national and business media.
The project significantly delivered on its promise, with over 25,000 individuals to date having assessed their data literacy; 20,000 completing e-learning courses; and 2,000 becoming fully data literate. This initiative not only made it possible for anyone to improve their data literacy for free, but also positioned Qlik as the leading voice on data literacy.
Judge's comment: "The strong strategic approach, the robust nature of the methodology, the careful selection of people and partners involved, and the outstanding campaign delivery created something of genuinely global significance. A highly ambitious campaign that made great use of partnerships to produce a genuinely stand-out and globally relevant narrative.”
Highly Commended
'We’re there. So you can be too' by WPP (Ogilvy, Hill+Knowlton Strategies, BCW, Geometry) for InterContinental Hotels Group
We’re there” campaign set out to answer one simple question: why do we travel? The resulting campaign debuted across traditional advertising and digital channels and was measured throughout the year. Tracking revealed more than 1 billion total campaign impressions for activities June-December 2019 in the U.S., U.K., Canada and Mexico, view and engagement rates that met or exceeded industry benchmarks, and brand lift studies that showed a significant increase in intent to book.
Shortlisted
'#ThisIsParenthood' for WaterWipes by Golin x The Brooklyn Brothers
'Happy Meal 40th Surprise Happy Meal' for McDonald's by Golin
'LEGO® Education SPIKE™ Prime – The Building Bricks to Confidence in Learning' for LEGO Education by WE Communications
