2023
BEST USE OF AI
Creating a New Frontier in Audio Advertising using Synthetic Voice
Adthos
Adthos Creative Studio provides – for the first time anywhere- the opportunity to create broadcast-quality, targeted audio advertising on-the-go using advanced text-to-speech and synthetic voice and AI technology. This browser-based multitrack editor allows broadcasters and advertisers to collaborate online, combining music, human and ...
BEST USE OF EXPERIENTIAL TECH
Visa Masters of Movement
Imagination
With all eyes on Qatar for the first FIFA World Cup in the Middle East, Visa wanted to use their sponsorship of the tournament to demonstrate that the brand is much more than just a credit card. The Visa network enables the seamless movement of money across the world, just like the best football players move on the pitch. Visa Master...
BEST USE OF DATA
Managing Capacity on LNER with 1PD
MG OMD
As a long-distance rail company, LNER’s customer base (and revenue source) is mostly discretionary leisure and business travellers. On top of this, train operation comes with high fixed costs. To meet business revenue goals, every train journey needs to depart the station at close to full capacity. This makes LNER’s business model incr...
Permutive & Penske Media: Driving value for advertisers with first-party data
Permutive
Regulators and tech are giving users the tools, awareness and choice to protect their privacy by opting out of data sharing. The effect of user choice is rippling through the entire ecosystem; whether it’s emails, cookies or other IDs, users are being given a choice in multiple ways in every environment. In light of this, Penske Medi...
Revamp to proactive personalisation automation leads to industry first results
Merkle and Currys
To grow the marketing database to 10M, it was vital for Currys to switch to a proactive personalised marketing approach for customer communication, focusing on providing integrated dynamic content and personalisation in day-to-day campaigns. Currys messaging didn’t meet personalised demand from customers, leading to disengagement and h...
BEST USE OF EXPERIMENTAL TECH
The launch of Nissan ARIYA – Nissan Electrified Labs the Metaverse
MG OMD
Nissan have recently launched their first 100% electric vehicle - Ariya. Using cutting-edge technology alongside sleek Japanese design, Nissan have created a vehicle to take over the EV market and push the brand into a more premium category. Technology is the forefront of Nissans innovation quest; they are focused on bringing life to J...
BEST USE OF INSIGHT
Hacking 'Skip ad' functionality to save lives
Storycatchers
Trespass on the railway is a major issue. People mistakenly believe they understand all the risks – and are overly confident in their ability to avoid them. If I can safely cross a busy road, I can manage an empty train track, right? Wrong. An innovative partnership with Reach Media allowed us to break the rules of pre-rolls, to...
KFC Rewards Arcade
RAPP
•Most loyalty programmes give customers dull experiences, focusing on gradually (and slooowly) collecting points or stamps for eventual redemption. •KFC’s loyalty programme, Colonel’s Club, was no different – delivering an uninspiring experience that wasn’t driving frequency or minimising churn. •The average customer visits KFC twic...
BEST USE OF PAID SEARCH
Boots: Omnichannel Bid Optimisation
EssenceMediacom UK
With Boots having a large UK store footprint, we recognised significant impact on store footfall from paid search campaign activity through Google Ads Store Visits measurement. But we were keen to incorporate Store Sales and Revenue data to optimise our Google and Bing activity towards business outcomes. The weakest link in our purs...
BEST USE OF PAID SOCIAL
Hollyoaks 'Long Walk Home'
OMD UK
In November 2022, OMD, Channel 4, Lime Pictures and the Home Office launched an innovative & purpose driven paid social campaign connecting with the Metaverse, to promote a special Hollyoaks episode tackling the real-world social issue of women’s safety. In the episode titled ‘Maxine’s Long Walk Home’, Maxine is separated from her frie...
BEST USE OF TECH IN OUT-OF-HOME
Live Stream
Accenture Song
We needed to reinforce Land Rover’s purpose (‘to help you make more of your world’) to our ‘unstoppable’ audience, in a meaningful way, to strengthen brand love. Leveraging the insight that ‘to be truly unstoppable, you need to decelerate every so often’ and knowing that the best way to do so is to spend 2+ hours a week outdoors – feed...
Subway: Make Your Own Footlong
EssenceMediacom UK, DOOH.com, Kinetic and Above & Beyond
How do you celebrate a well-loved ritual with an audience whose attention is harder than ever to gain? By understanding where they personalise their experiences, and how they buy. During the pandemic, we experienced the delivery economy on steroids, with the novelty of instant delivery opening a world of cuisines to Gen Z online...
INTEGRATED CAMPAIGN OF THE YEAR
Enough - Violence Against Women and Girls
MG OMD
Following unprecedented public response triggered by the murder of Sarah Everard, the Government launched a behaviour change campaign aimed at tackling the societal issues that enable Violence Against Women and Girls (VAWG) in 2022. In UK cities, three quarters of women have experienced violence or harassment and certain types of VAWG ...
Derry Girls x Smash Hits
OMD UK
The Derry Girls are back! In March 2022 Channel 4 were set to launch the third and final series of the award-winning comedy show, a 90s cult classic. Channel 4 and OMD created a campaign so authentic you could literally feel the double denim, achieving the biggest comedy overnight on Channel 4 in over a decade. Tapping into nostalgic t...
LOCATION-BASED OR PROXIMITY MARKETING CAMPAIGN OF THE YEAR
Samsung Galaxy Watch4 UK launch
RAPP
THE BRIEF Samsung wanted to communicate the benefits of the new Galaxy Watch4 and show people how they could have a holistic overview of their health by being able to measure body composition and biometrics data. THE STRATEGY Our research showed that 74% of the nation was feeling stressed. In a category obsessed with tracking ath...
MOST EFFECTIVE USE OF PROGRAMMATIC MEDIA
Winner: Python Attention Optimiser
Mediahub
The loss of third-party cookies, privacy regulation, and erosion of trust in the standard currencies of measurement have thrown our industry into flux. Viewability has gone some way to address that by measuring whether an ad had a chance to be seen. But as an arbitrary metric, it is merely an opportunity for the browser to load the ad ...
TECH FOR GOOD
Hollyoaks 'Long Walk Home'
OMD UK
In November 2022, OMD, Channel 4, Lime Pictures and the Home Office launched an innovative & purpose driven paid social campaign connecting with the Metaverse, to promote a special Hollyoaks episode tackling the real-world social issue of women’s safety. In the episode titled ‘Maxine’s Long Walk Home’, Maxine is separated from her frie...
Meet your AI Breastfeeding Friend
Wavemaker UK
England has one of the lowest rates of breastfeeding worldwide despite its numerous benefits, both personal and societal. Wavemaker were tasked with helping to change this. Our research uncovered that a key time new mums were seeking help with breastfeeding was in the middle of the night when other avenues of advice were closed. To ...
TECH AS PART OF A CAMPAIGN: RETAIL
M&S and Goodmove: tailoring a programmatic DOOH media first
VIOOH and Kinetic
For their 2022 campaign, M&S wanted to put Goodmove, their own-brand activewear collection, at the heart of outdoor and in-home exercise activity as people embrace healthy habits post-COVID. Kinetic, VIOOH, Global, DOOH.com and Hivestack worked together to bring a savvy programmatic DOOH campaign to life targeting ‘Women interested i...
START-UP OF THE YEAR
Tech Meets Talent
Liberty Hive
BEST AUDIENCE ENGAGEMENT
Universal: Dream Big Dreams with Sing 2
EssenceMediacom UK
In January 2022, despite UK cinemas having returned to strength, audience behaviours remained unpredictable. Sing 2 was the biggest animated release since cinema doors had re-opened post-pandemic, and expectations were high. It is also rare for sequels to outperform originals meaning media had to work doubly hard to deliver our commerc...
Amex 'Summer Drop'
UM
In recent years, Millennials and Gen Zs have missed out on the live experiences they crave. Brand Consideration had stagnated for Amex in 2021, specifically amongst younger audiences as exclusive events like BST (British Summer Time) and Wilderness Festival, had been cancelled, preventing Amex from offering card members the exclusive a...
BEST USE OF CREATIVE PERSONALISATION
Visa Masters of Movement
Imagination
With all eyes on Qatar for the first FIFA World Cup in the Middle East, Visa wanted to use their sponsorship of the tournament to demonstrate that the brand is much more than just a credit card. The Visa network enables the seamless movement of money across the world, just like the best football players move on the pitch. Visa Master...