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 ...
Foundry
RAPP
Founded in 2003, CODE’s mission is to help clients invent a new future for their marketing through data and technology. As part of RAPP and Omnicom Precision Marketing Group we specialise in helping clients deliver personalised experiences at scale. -Our Technology consultants build a transformation vision and a practical roadmap to...
MMP - Multi Brand Activation
OneOmnicom
Marketing moves extremely fast, so brands need to do so too. VWG brands looked to their collective power to diversify – questioning whether pooling budget, resources and their associated data sets could simulate brand optimisation, aid in targeting the right consumer and drive business outcomes. There was only one way to find out. MM...
RTB HOUSE’S DEEP LEARNING DRIVES MERCEDES-BENZ ADVERTISING
RTB House
RTB House partnered with Team X, Omnicom Group’s marketing agency on an advertising campaign for Mercedes-Benz. The objective was to promote Mercedes-Benz vehicles and accessories to a new audience through a tailored marketing approach, without sacrificing on brand safety. Team X brought RTB House on board as its Deep Learning algori...
Using ChatGPT to automate Universal’s data processing tasks
Acceleration@essenceMediacom
Acceleration@essenceMediacom and Universal sought to explore the potential of emerging AI tools for automating time-consuming data processing tasks to generate more marketing efficiency, freeing up resources for innovation and insight generation. Acceleration@essenseMediacom proposed harnessing ChatGPT for streamlining manual matchi...
Visibility for real - GroupM Nexus, Acceleration and The&Partnership
Xaxis
In Sweden, Toyota wanted to drive consumer action with a campaign for its hybrid electric car models. However, the challenge was most viewable display ads were not seen by online users. Marketing network The&Partnership, Xaxis, GroupM’s outcome media specialist and Acceleration, WPP’s media modernisation experts...
BEST USE OF EXPERIENTIAL TECH
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...
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 ...
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...
Sonic Prime: Enter the Shatterverse
Infillion
Netflix is best-in-class at original entertainment that spans generations in appeal – and “Sonic Prime,” the latest entertainment release featuring the iconic Sonic the Hedgehog, is no exception. Getting viewers excited through a brand awareness push meant reaching out to everyone from nostalgic millennials to lifelong geek culture dev...
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...
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...
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
Acceleration, for Shell's Go Well – Here For You 2022 campaign
Acceleration@essenceMediacom
While Shell is well known for selling fuel, it isn't traditionally associated with convenience retailing. However, with the role of the petrol station expanding beyond just fuels and car servicing, Shell wanted to completely change its perception and become the UK's number one Premium Mobility retailer. Shell partnered with Accelera...
AI Anxiety Meter
Bruketa&Zinic&Grey
First DOOH campaign that accurately measures anxiety, the hardest emotional state to detect. We managed it by pairing machine vision technology with powerful cameras in digital-out-of-home screens. AI Anxiety Meter campaign aimed to highlight dangers of emotional stress and consequences of not taking care of mental health. Real-time d...
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...
Making Cancer Research UK's Race For Life Unmissable
GroupM Nexus, EssenceMediacom, Choreograph
Race For Life is the most important fundraiser in Cancer Research UK’s (CRUK) portfolio, consisting of 450 events in which participants can run, jog, or walk. CRUK set out to relaunch its flagship fundraising event after the Covid-induced disruption of recent years. The charity was also aware that most participants do not travel mor...
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...
Real People, Real Stories – Rural Areas at Risk
Goodstuff
Goodstuff and 59A unified 13,383,965 unique data points across 20 years, to identify the complex signals more precisely surrounding suicide, which helped to motivate men in rural areas, who are at the most risk of suicide, to seek help. Men are less likely to reach out for support in rural areas compared to urban areas. So, to find ...
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
Driving footfall for Hollywood Bowl and Puttstars using experimental Out of Home tech
Talon
In 2022, Hollywood Bowl wanted to drive footfall to their UK Hollywood Bowl and Puttstars mini-golf centres across the Easter school holiday period. Importantly, they had an objective of driving saliency amongst families and young adults to ultimately drive pre-booked visits. Utilising Talon’s proprietary Out of Home technology, Ada...
Financial Times Climate Game
WongDoody, an Infosys Company
Though the climate crisis, in its near overwhelming enormity, is one of the defining issues of our time, communicating its impact on society, finance, business and politics in an accessible way can be challenging for even the most adept journalists. It is the shared ambition of the Financial Times and Infosys to raise awareness of t...
How Boots revolutionised discreet patient engagement with IoT-enabled connected packaging
SharpEnd
Boots, in partnership with the world’s first IoT agency, SharpEnd, experimented with connected packaging technology to turn the tedious set-up of of drug-free pain relief devices into an engaging at-home experience for its users. In-store, the technology further educated consumers by introducing the TENS product range. With a simple sc...
La Galaxia De Red Bull Batalla
Wunderman Thompson Technology & Commerce
Red Bull Batalla is the most relevant international improv hip hop battle event, performed in packed stadiums and event halls, and replayed millions of times on streaming platforms. Our client wanted to give their users a digital experience matching the ambitions of the event series, showcasing all the content they collected througho...
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...
ISBA & PwC Programmatic Study II
PwC
ISBA represents 3000+ leading UK advertisers, speaking with one voice to advocate a trusted advertising environment. PwC’s Marketing & Media Assurance team is a neutral independent party committed to delivering trust and transparency, reflecting PwC’s mission to “build trust in society and solve important problems”. In 2020 ISBA ...
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...
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...
BEST USE OF PAID SEARCH
Barclays Home Insurance
OMD UK
From the roof over your head to the wheels under it, anything can be insured, making the market one of the most competitive out there. With the perfect blend of data, technology and platform know-how, OMD UK transformed Barclays’ paid search approach for their Home Insurance product. Historically, the Home Insurance account had been...
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...
Get into Teaching
MG OMD
While it’s been a longstanding slogan for the Department for Education (DfE), the truth is getting prospective Teachers ‘into Teaching’ has never been harder. The backdrop of the campaign over the last year has had to contend with strike action and a cost-of-living crisis that affects any entry level vocation whilst operating in a fier...
BEST USE OF PAID SOCIAL
Get the Jump
MG OMD
The coronavirus pandemic impacted young people significantly. With over 180 school closures and the entire university collegiate shut at various moments throughout the pandemic, the historical method of showcasing ‘what’s next?’ to learners at key stages in their development were impeded. To better navigate our future youth through ...
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
Breaking News Stories with Times Radio and programmatic DOOH
VIOOH and Kinetic
Times Radio is a British digital radio station owned by News UK. For their ‘Breaking News Stories’ campaign, News UK wanted to spark debate and to get in front of key audiences at the critical moment when breaking news hits the airwaves. Using programmatic DOOH, Kinetic, mSIX, DOOH.com, Hivestack, Global and VIOOH came together to cr...
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...
Lumo: Cure Your Flight Shame
EssenceMediacom UK
How Lumo saved over 100 tonnes of carbon by switching frequent air travellers to electric rail travel AND packing out their trains in the process. Launched in April 2022, Lumo is a new type of train company. With sustainability at the heart of everything they do, their raison d'être is to remove the CO2 out of East Coast travel. ...
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...
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
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...
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 ...
Milk & More - Making Digital Work Harder with Data Insights
Tug Agency
Müller bought Milk & More in 2018, a milk delivery business aiming to expand its product offering and grow its digital customer base. Tug and Milk & More have a long-standing agency/client relationship spanning over 10 years. We worked with Milk & More to help them mitigate revenue loss due to the UK’s cost of living crisis. With inf...
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...
LOCATION-BASED OR PROXIMITY MARKETING CAMPAIGN OF THE YEAR
AdMaxim x Carat x Pizza Hut Winter Footfall Campaign
AdMaxim
AdMaxim and Carat worked together to increase footfall to Pizza Hut restaurants across the UK. AdMaxim built a range of dynamic animated ads, with the aim of maximising relevance and subsequently driving optimum footfall to Pizza Huts. The ads dynamically pulled through the name of the Pizza Hut closest to the user into the creative an...
How a location-based OOH campaign got “Busy Inspiration Seekers” to reconsider John Lewis
Talon and MG OMD
John Lewis and Talon developed a smart Out of Home approach utilising location-based data to shift audience consideration and drive footfall into John Lewis stores. Using a highly targeted approach, Talon used location-based, movement and behavioural data – through our proprietary DMP Ada - to focus on where and when the campaign wen...
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...
Lumo: Cure Your Flight Shame
EssenceMediacom UK
How Lumo saved over 100 tonnes of carbon by switching frequent air travellers to electric rail travel AND packing out their trains in the process. Launched in April 2022, Lumo is a new type of train company. With sustainability at the heart of everything they do, their raison d'être is to remove the CO2 out of East Coast travel. ...
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
Lumo: Cure Your Flight Shame
EssenceMediacom UK
How Lumo saved over 100 tonnes of carbon by switching frequent air travellers to electric rail travel AND packing out their trains in the process. Launched in April 2022, Lumo is a new type of train company. With sustainability at the heart of everything they do, their raison d'être is to remove the CO2 out of East Coast travel. ...
MMP - Multi Brand Activation
OneOmnicom
Marketing moves extremely fast, so brands need to do so too. VWG brands looked to their collective power to diversify – questioning whether pooling budget, resources and their associated data sets could simulate brand optimisation, aid in targeting the right consumer and drive business outcomes. There was only one way to find out. MM...
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 ...
Rail Delivery Group: Cross channel national recovery campaign
Hawk
Rail Delivery Group (RDG) is a British Rail Industry membership body. The organisation wanted to run an advertising campaign that encourages growth in both the number of people that use rail travel, and the number of journeys undertaken by encouraging commuters and leisure travellers to think positively about rail travel and make use o...
TECH FOR GOOD
Decarbonising Digital Advertising
Good-Loop and Group M
Advertisers are worried about the carbon cost of their digital ad campaigns. In July 2022 GroupM Australia partnered with purpose-led ad platform Good-Loop as part of a market-first digital sustainability initiative designed to address this to make advertising better for the planet. Digital advertising has a significant impact on the...
Every Mind Matters
MG OMD
The Government’s flagship Mental Health campaign “Every Mind Matters” strives to engage users who are vulnerable to, or experiencing, mental health issues. This year we were not only tasked with targeting people displaying signs of poor mental health, but also users exhibiting “numbing behaviours” that could lead to more severe conditi...
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...
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 ...
The Financial Times
WongDoody, an Infosys Company
Though the climate crisis, in its near overwhelming enormity, is one of the defining issues of our time, communicating its impact on society, finance, business and politics in an accessible way can be challenging for even the most adept journalists. It is the shared ambition of the Financial Times and Infosys to raise awareness of t...
Ukraine Welcome Text
BBD Perfect Storm
It is estimated that due to the illegal war on Ukraine, more than 8 million people have been forced to flee their home - the majority of which are women and children. Human traffickers have seen this as an opportunity, waiting to pounce as soon as Ukrainians arrive in their new home. We partnered with Unseen, a UK anti-slavery chari...
TECH AS PART OF A CAMPAIGN: RETAIL
Creating Difference that Matters with SpecsTech
MG OMD
Today, Advertisers have access to more technologies than ever before. Technologies that offer sophisticated automation, delivering unrivalled efficiencies vs. their sunsetted solutions. Whilst this is great for SME’s or players who do not have the resources or expertise to intrinsically optimise daily; for bigger players, modern search...
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...
SodaStream: push for better
Finecast
SodaStream, market leaders in the domestic appliance market for sparkling water makers, are on a mission to revolutionise the beverage industry. Their vision is to encourage people to live healthier and more hydrated lives whilst reducing their environmental impact. With their machines, SodaStream provides a way for consumers to mak...
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...
Where Science and Magic Meet
Goodstuff
Tonieboxes are a magical product; an innovative audio speaker that allows children to independently enjoy their favourite stories, backed up by the science of creating a durable piece of tech for kids. Parents love seeing the magic of a child’s reaction to interacting with a Toniebox, so, when outpriced by linear TV, we outpaced the...
START-UP OF THE YEAR
Tech Meets Talent
Liberty Hive
With Robots
AnalogFolk Group
BEST AUDIENCE ENGAGEMENT
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...
UNICEF USA Sees Significant Lift in Engagement and Donation Intent Using Cookieless SORT™ Technology through Partnership with Perion
Perion
UNICEF USA relentlessly works to deliver essentials that offer every child an equitable chance in life, addressing problems such as access to health care, safe water and sanitation, nutrition, education, emergency relief and more. The humanitarian organization holds human rights at the forefront of its mission.Perion, a global adtech c...
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...
Using Out of Home tech to drive parents instore and online for schuh
Talon
schuh utilised technologically advanced Out of Home to engage their target audience – parents of school kids - and drive footfall into stores. Well-known for its adult offering, they utilised Talon’s proprietary technology – Ada and Atlas - to drive traffic in-store and online throughout the summer months by increasing awareness and re...
BEST USE OF CREATIVE PERSONALISATION
How The AA delivered a refreshed feeling of freedom with Ozone
Goodstuff
Using The AA’s new messaging, “No Stopping You”, we personalised online ads automatically, tailored to the content being consumed across the premium websites of Ozone’s Publisher Alliance, as people plotted their road-based escapes post-pandemic. Ozone and Goodstuff planned this highly complex delivery to tap into positional emotion...
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...