Tinder Dating App Wins Top Honors At ANA Echo Awards Gala
New Marketing Data Strategy of the Year Award Presented to MediaCom and Choreograph
ORLANDO, Fla. (March 30, 2022) — Tinder, the online dating and networking application, took top honors last night at the 2022 ANA International ECHO Awards, announced during an awards ceremony here in conjunction with the ANA Masters of Data & Technology Conference.
Tinder was presented with the Diamond ECHO Award, which recognizes a data-inspired advertising/marketing campaign that represents the highest standards of strategic and creative excellence combined with clear and measurable market performance.
Founded in 1929, the International ECHO Awards recognize original ideas and brilliant execution and are considered by many the leading global award for today’s data-driven storytellers. Past winners have included global client-side marketers, agencies, and consultants who have displayed exceptional command of data-driven marketing methods.
“Unlike other ANA awards, the ECHOs are an international competition, which adds to their richness and diversity,” said ANA CEO Bob Liodice. “This year’s contestants universally displayed the kind of ingenuity and creative spark that makes these awards so special. We are happy and proud to congratulate the winners.”
Tinder won the Diamond ECHO for a campaign called “Swipe Night,” which was created by the company’s ad agency, 72andSunny. Swipe Night was a first-of-its-kind, live-action miniseries that lived solely inside the Tinder app, giving users a completely new way to match. The goal of the campaign was to create newfound cultural momentum for Tinder through sparking gen Z excitement, increasing social conversation, and enhancing brand sentiment.
Jurors for the Diamond ECHO Award consisted of marketing executives from companies including Kimberly-Clark, Coca-Cola, BlackRock, NBCUniversal, FCB, Citi, Accenture Interactive, Rapp, and Santander Bank.
This year’s competition also featured the Marketing Data Strategy of the Year Award, a new honor designed to showcase expertise critical to improving performance in today’s data-driven marketing ecosystem. The gold category winner was MediaCom and Choreograph for a campaign called “Vaccine Readiness Model.”
The Vaccine Readiness Model was created to help Walgreen’s identify COVID vaccine prospects effectively and efficiently. The model tapped multiple data points to create an algorithm predicting vaccine readiness levels among consumers. Targeting by readiness allowed Walgreen’s to effectively and efficiently administer 34.6 million lifesaving COVID-19 vaccines.
Additionally, in an award sponsored by the United States Postal Service, UnitedHealth Group, Level2, and IWCO Direct won the Gold Mailbox Award, a special commendation that recognizes the most innovative use of mail, whether as a solo effort or a major component of an integrated campaign.
This year’s competition attracted entries from over 15 different countries, and each region of the globe was represented with entries. There were a total of 82 winners in 29 categories who received gold, silver, and bronze awards. More than 350 marketing executives representing 24 countries served as judges for the competition.
A full list of this year’s ANA International ECHO Award winners is available at www.echoawards.org.
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The ANA’s (Association of National Advertisers) mission is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.
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