RESULTS 2020
THE INNOVATION
BREAKTHROUGH TECH AS PART OF A CAMPAIGN - NEW
WINNER: ADIDAS: WINNING RETAIL SEARCH WITH PRICE (EXTENSIONS)
MEDIACOM
Retail in Asia, with expectations of double-digit growth YOY and eCommerce sales expected to grow by 14% CAGR until 2021 (source: Forrester), has become transformational for brands. Driven by a constant wall of ‘Mega Sale’ campaigns – 9.9, 11.11, Prime Day, 12.12, Christmas & Chinese New Year – consumers are spending but they expect a ...
WINNER: DISCOVERING LIFETIME VALUE FOR GOOGLE ADS
ESSENCE
Online marketers have long enjoyed the ability to track every user touchpoint and action, but for years the industry has focused on short-term goals, such as lead submissions or product purchases, missing important cues and assuming all customers have an equal value over time.Existing tools are helpful when the trackable action is an o...
WINNER: FIND UNLIMITED - VODAFONE
VERIZON MEDIA & WAVEMAKER
The most competitive time of the year for the mobile telecoms sector is the iPhone launch, with 34% of mobile service searches happening around the launch. Vodafone wanted to cut through all the noise to launch its new Unlimited offering with an idea as innovative as the new phone itself. But how do you create demand for new tech with ...
WINNER: MALARIA MUST DIE - THE VOICE PETITION
R/GA London
Malaria is the world’s deadliest ever disease. It still kills a child every two minutes. We're close to ending it, but without unprecedented funding it could mutate and come back stronger than ever. Introducing The Voice Petition. The world's first petition you can sign simply with your voice. To launch the petition we used "deepfake" ...
WINNER: THE DIVISION 2 - ECHO
MAKEMEPULSE
In the Ubisoft game 'Division 2', the world has collapsed, a smallpox hybrid virus has decimated a great part of mankind and every source of information is shut down. For the launch of the new game and to immerse players in this post-apocalyptic world, we developed a chatbot on messenger, using geo-localization, and native AR Technolog...
BEST INNOVATIVE APP
WINNER: THE SAILGP APP
APADMI
SailGP launched in 2019 and set out to redefine sailing and challenge perceptions of what’s even possible on water. It’s a new global sports championship and it’s ambition is great.Our job was to redefine what’s possible in an app. We had to create a mobile experience in global sport that gave fans something they’d never seen before.Th...
BEST USE OF EXPERIENTIAL TECH
WINNER: PUMA SKILL CUBE, 5TH AVENUE NEW YORK
GREEN ROOM DESIGN
Step inside the Skill Cube, a personalised, 1-2-1 training session with a global sports icon – an industry-first, multi-sensory, immersive digital experience, designed and installed in PUMA’s 5th Ave flagship store.PUMA needed to evolve its retail experience. Its core ‘Generation Hustle’ consumer is a digital native, living in a cultur...
THE TECH
BEST USE OF EXPERIMENTAL TECH
WINNER: MASTERCARD LIVE TROPHY
OCTAGON
At Rugby World Cup 2019 (RWC2019) Mastercard harnessed the power of ‘Live Storytelling’ with a unique combination of technology, fan passion, and Japanese design to create the world’s first live trophy.At the full-time whistle of every match, a one of a kind trophy was freshly engraved with live match commentary and presented to the Pl...
WINNER: WORLD’S FIRST 5G AI STYLIST
PUBLICIS•POKE
The world’s first 5G A.I Stylist: Helping you shop affordable red carpet fashion live at the BAFTAs.Research showed that fashion dominated the conversation at the BAFTA, with 33%* of fans wanting to purchase the looks of their favourite celebrity. However, with the average look costing over £12k star style is out of reach for most. Wit...
TECH FOR GOOD
WINNER: REAL TALK ABOUT SUICIDE
UNIT9
The REAL TALK ABOUT SUICDE is an interactive video with special social impact. It not only depicts the problem of suicides but actually trains you what to do when you meet a person endangered by the suicidal thoughts. While we are talking about it, this project might have just saved a human's life.
BEST USE OF TECH IN CONNECTED HOME - NEW
WINNER: ALL I WANT FOR CHRISTMAS IS… TO REACH CORD-CUTTERS ON CONNECTED TV
OMG / HEARTS AND SCIENCE/ THE TRADE DESK
Picture the scene: it’s Christmastime, the decorations are up, the gifts are under the tree – and a global video-sharing network wants to target light TV viewers in the 18-34 age bracket in a cost-effective way. Enter global advertising company The Trade Desk and OMG’s Hearts and Science agency with a CTV and video awareness campaign u...
BEST USE OF TECH IN CRM - NEW
WINNER: THE EVOQUE BUTTON: TRIGGERING A REACTION
EDIT & SPARK44
We know that people who test drive the new Evoque love it; however, they’re time starved, bombarded by digital marketing, and struggle to visit a Land Rover Retailer. We needed to cut through the noise and reach them with an innovative solution that makes booking a test drive a joy, not a chore. We reinvented the test drive booking pro...
BEST USE OF AI
WINNER: DISCOVERING LIFETIME VALUE FOR GOOGLE ADS
ESSENCE
Online marketers have long enjoyed the ability to track every user touchpoint and action, but for years the industry has focused on short-term goals, such as lead submissions or product purchases, missing important cues and assuming all customers have an equal value over time.Existing tools are helpful when the trackable action is an o...
THE USER
BEST USE OF CREATIVE PERSONALISATION
WINNER: PROJECT PEGASUS: GIVING CONTEXT TO GOOGLE NEST
ESSENCE
Google are pioneers in using A.I for personalisation. It’s in Google’s products and their advertising. But effective personalised ads can be labour-intensive and hard to scale - and they’re usually based on personal data.At the same time, consumer concerns about privacy and the way companies are using data to shape behaviour are growin...
BEST AUDIENCE ENGAGEMENT
WINNER: MARS #BOUNTYGATE
MEDIACOM
Christmas wouldn’t be Christmas without a family-size tub of assorted chocolates, like Celebrations, to dip into. To truly engage our audience and ensure Celebrations were the tub they were thinking about, we did the last thing they wanted. We put a Bounty – their least favourite flavour – behind the first day of the Celebrations adven...
BEST USE OF DATA/INSIGHT
WINNER: IBM WATSON AI WIMBLEDON CAMPAIGN
DOOH.COM, KINETIC WORLDWIDE, MINDSHARE & OGILVY
Unlocking the power of digital out of home; this ingenious campaign provided true utility to customers, and potential customers alike, dynamically created a unique experience for the audience. 2019 marked the 30th year IBM had been the official supplier of Information Technology to the All England Club and The Championships, Wimbledon....
HIGHLY COMMENDED: ACHIEVING RECORD-BREAKING CRM FOR KFC & IRIS
IRIS
Last year was KFC’s best ever for CRM.But as with any programme of digital activity, the proof is in the pudding. KFC had questions that needed to be answered: how much are we driving incremental purchases? Are we simply tracking transactions that would have taken place anyway? How successful are we at maximising revenue? What is the t...
MEDIA
LOCATION-BASED OR PROXIMITY MARKETING CAMPAIGN OF THE YEAR
WINNER: FIND UNLIMITED - VODAFONE
VERIZON MEDIA & WAVEMAKER
The most competitive time of the year for the mobile telecoms sector is the iPhone launch, with 34% of mobile service searches happening around the launch. Vodafone wanted to cut through all the noise to launch its new Unlimited offering with an idea as innovative as the new phone itself. But how do you create demand for new tech with ...
MOST EFFECTIVE USE OF PROGRAMMATIC MEDIA
WINNER: MAGPIE: A 100% AI-DRIVEN MULTI-CHANNEL MARKETING CAMPAIGN
MERKLE
To transform the way Twitter does digital marketing. We were challenged to create a cross-channel strategy that leveraged the best of Twitter – it’s high-quality, real-time conversations - to reach users off platform with relevant, personalised ads that drive both new user acquisition and increase user engagement. Taking a proof of con...
INTEGRATED CAMPAIGN OF THE YEAR
WINNER: CROUD & FRONTIER: LAUNCHING PLANET ZOO
CROUD
In an incredibly crowded and competitive landscape, Croud were tasked with delivering an integrated launch campaign for Frontier’s latest video game, Planet Zoo. Having delivered an extremely successful launch for their Jurassic World Evolution game the previous year, the pressure was on - and made all the more challenging due to the p...
BEST USE OF TECH IN OUT OF HOME
WINNER: DYNAMIC PERFORMANCE GROWTH FOR SPECSAVERS
MANNING GOTTLIEB OMD
We’ve become accustomed to using data-driven dynamic creative to personalise digital experiences, but this remains rare in more traditional channels. Working with Specsavers, Manning Gottlieb OMD took proven performance principles and applied them to Digital Out of Home advertising to drive increased in-store sales.Combining complex cl...
PEOPLE
ONE TO WATCH
HIGHLY COMMENDED: CHARLOTTE MONK-CHIPMAN
REBOUND RETURNS
Charlotte is the Marketing Director of retail logistics giant ReBOUND Returns. The business reported sales in 2019 of £16.7 million and already process 40 million returns each year for a wide range of online retailers including, Gymshark and ASOS (a founding client).She has demonstrated a fearless approach in educating an entire indust...
TECH PIONEER OF THE YEAR
WINNER: SHAUN LOHMAN
ADGILE MEDIA
Shaun Lohman is the developer of Adgile's proprietary ICR Technology. The ambition to develop ICR was in recognition of the requirement to provide a solution to a global TV industry problem.ICR is a self-learning content recognition technology that literally “watches” TV broadcasts and video streams 24/7. The technology employs proprie...