CONTENTS
INTRODUCING THE WINNERS OF 2017
THE LONG-TERM BRAND FAME AWARD
THE INNOVATION AWARD
THE SME AWARD
THE DATA AWARD
THE GRAND PRIZE
THE MULTIPLE FORMAT AWARD
THE PEOPLE’S FAVOURITE
THE CREATIVITY AWARD
TALK TO US
SHARE
WINNERS 2017
EXCELLENCE IN OUT OF HOME
clearchannel.co.uk/oma2017
#OMA17
Claire Beale, Campaign Natalie Bell, MG OMD Natalie Cummins, Zenith Michael Florence, PHD Clare Hart, Havas Anna Hickey, Maxus UK Rick Hirst, Carat UK Jem Lloyd-Williams, Vizeum Aki Mandhar, OMD UK Chris Pelekanou, Clear Channel UK Leo Rayman, Grey London Cilla Snowball, AMV BBDO Andrew Stephens, Goodstuff Alex Tait, Consultant
Welcome to Excellence in Out of Home, the Outdoor Media Awards 2017 winners’ guide. Now in their eleventh year, the awards have been rebranded and refreshed to reflect and celebrate the rapid transformation in Out of Home advertising. And there’s plenty to celebrate! This year, our esteemed panel of judges sifted through a record number of entries, and the winners and shortlisted entries demonstrate exactly why Out of Home advertising is in such a fabulous place right now. On the following pages, you’ll see some brilliant examples of campaigns that use Out of Home’s traditional ability to provide advertisers with national reach and build brand fame. What is really exciting about this year’s entries is that we are seeing digital Out of Home really come of age. Whether it’s using live streaming to bring farms to busy train stations, truly innovative use of data to highlight the important issue of loneliness among the elderly, or engaging consumers in a seriously smart code-cracking puzzle; it’s not just intelligent use of emerging technology, but good old-fashioned creativity that unites our winners. You’ll see some of the biggest brands in the world represented on the following pages, and I’m delighted to see small and medium businesses represented too, with the introduction of The SME Award – just one of three new awards launched this year. This year, we’ve also let the public have their say – after all, Out of Home only truly works if it resonates with consumers! Over 1,000 people from right across the country were asked to select their favourite campaign from this year’s award winners in the first ever People’s Favourite Award. As the transformation of Out of Home gathers further pace, I’m already looking forward to seeing just what next year’s entries have in store! Chris Pelekanou Commercial Director, Clear Channel UK
OUTDOOR MEDIA AWARDS 2017 JUDGES
SHORTLISTED
Posterscope / Havas Media / Fallon / xAd
Stay ‘One Step Ahead’ this Winter with AXA, AXA Home, Motor & PPP
Kinetic / DOOH.com / Pulse Creative
The Sun Tournamental, News UK
Talon / OMD UK / Grand Visual / Ambient Worldwide
Interactive Portal to LA – Doctor Strange, Walt Disney Studios
HIGHLY COMMENDED
MEC / DOOH.com / Clear Channel UK
Health Stop – One You, Public Health England
Talon / MG OMD / Grand Visual / JCDecaux / Ocean Outdoor / adam&eveDDB
Waitrose Spring, Waitrose
‘Waitrose Spring’ was a bold and innovative campaign designed to shift brand perceptions and raise awareness of Waitrose’s dedication to ethical sourcing. The supermarket worked with Talon, MG OMD, Grand Visual, JCDecaux and Ocean Outdoor to lift the lid on food sourcing practices. Using Digital Out of Home for its ability to shift brand perception and build trust, Waitrose farms were live streamed to high-impact sites that indexed against affluent target audiences – showcasing Waitrose food quality in a whole new light. By taking a simple idea, delivered using sophisticated and challenging technology, ‘Waitrose Spring’ resonated with consumers and ultimately resulted in a sales uplift and record market share. Described as an enviable execution by our OMA judges, ‘Waitrose Spring’ used technology in a beautiful and compelling way that delivered effective and inspiring innovation in Out of Home.
Talon / Grand Visual / Rocket
Smarter as Standard, UKTV
Talon / MG OMD / Grand Visual / Drum
No One Should Have No One, Age UK
Over 1.2 million older people in the UK are chronically lonely, with 500,000 going over a week without speaking to anyone. To raise awareness of this issue and gather volunteers for their Call in Time service, Age UK created the first ever Loneliness Map of Great Britain, using a sophisticated, data-driven approach. The map, which revealed the loneliest areas in Britain, fuelled the campaign’s Out of Home planning, implementation and executions. Working alongside Talon, MG OMD and Grand Visual, Age UK’s location-specific creatives indicated how many chronically lonely people were in that area and called for action. Using OOH as their lead channel, the campaign saw an incredible response – including 33,000 new volunteers for their Call in Time service, which matches lonely older people with those willing to do a weekly call. The campaign also generated impressive press coverage and saw cash donations rise 4%. ‘No One Should Have No One’ successfully captured the hearts of the UK public, and is a great example of how intelligent use of data in OOH can be used to deliver highly relevant and meaningful advertising.
Open Outdoor / YOU Agency
Talon / MG OMD / JCDecaux
Vote Rump: Our Thickest Burger Ever, Gourmet Burger Kitchen
Ghostbusters, Sony Pictures
Talon / OMD UK / 4creative
Channel 4 Paralympics, Channel 4
Channel 4’s Rio 2016 Paralympic campaign aimed to celebrate ability in all walks of life with inclusive, accessible promotion of its Rio Paralympics coverage. Channel 4, Talon, OMD UK and 4creative used technological innovation and various Out of Home environments to showcase some of the incredible abilities of people with disabilities. Multiple formats were used throughout the campaign. These included both large and small formats across rail, Underground and roadside environments. In addition, 54 bus shelter 6-sheets were transformed into audio-enabled posters, creating Channel 4’s most accessible advertising campaign ever. Channel 4 also became the first advertiser to share live medal updates across 2,660 iBus timetable screens, 1,200 Underground information screens and boards, with live announcements at Underground ticket halls. The breadth of formats used by Channel 4 created huge reach and impact; the Channel 4 Paralympics coverage was watched by 27.2m people and the campaign had positive impacts on attitudes towards disability.
Talon / OMD UK / Fold 7 / Blackjack
If Carlsberg did Chocolate Bars, Carlsberg
Posterscope / Forward Media / VCCP
Coded, O2 Telefonica
To drive awareness and sales of O2’s network exclusive for the One Plus 3 handset, Posterscope, Forward Media and VCCP, created ‘Coded’ – a campaign that engaged with tech-savvy audiences and created excitement for new customers. Targeting tech fans in key locations, digital Out of Home sites displayed coded messages containing geographical coordinates nearby. The first tech enthusiasts to crack the code and get to the designated destination would win a One Plus 3 handset, activating real-time screen updates that encouraged people to get involved the following day for another chance to win. Creating cut-through in a cluttered market, ‘Coded’ effectively connected with O2’s target audience; smashing sales targets and fuelling huge social engagement with an unforgettable execution that our judges agreed displayed true creativity in Out of Home.
Talon / OMD UK
McDonald’s, McDonald’s
Kinetic / MEC
London Network Campaign, Vodafone
Posterscope / Carat
Guinness: A Beer Made of More, Diageo
Kinetic / Mindshare
Goodbye Serious, Hello Joy, Wall’s
Posterscope / Vizeum
Very.co.uk, Shop Direct
Shop Direct’s ‘Very.co.uk’ campaign aimed to achieve stand-out for the online retailer and support key retail periods – particularly ‘Black Friday’ and other tactical opportunities – as the market becomes increasingly cluttered. As traditional in-store retailers continue to develop ‘omni-channel’ shopping experiences, Shop Direct, Posterscope and Vizeum used Out of Home sites as Very.co.uk ‘shop windows’ on the high street, to create brand presence and drive audiences online. ‘Very.co.uk’ used a combination of classic and digital Out of Home, multiple data sources and an insight-led approach. The campaign saw relevant content served to target audiences during key promotional periods. ‘Very.co.uk’ showed an effective long-term commitment to the medium, using DOOH as dynamic store fronts in place of a physical presence on the high street – a clever and dexterous use of the medium and a brilliant campaign execution.
Smiley-Jones Worldwide / Alt-Design
Fighting Back, Paull’s Vehicle Rental
Talon
A Dog’s Best Friend, Tailster
The SME Award, a brand-new category for the 2017 Outdoor Media Awards, celebrates outstanding use of Out of Home media by small to medium-sized enterprises. As a new dog walking start-up, Tailster worked with Talon to develop an extensive OOH campaign to raise awareness of the brand, and the services that it offers. Using multiple planning tools, Tailster and Talon identified highly populated areas close to green parks and spaces in London, Glasgow and Edinburgh, and then targeted the commuter audiences at rail and tube stations nearby. ‘A Dog’s Best Friend’ was also supported by promotional activity, including staff with dogs handing out leaflets during weekends, in parks and local high streets. Tailster became the most searched for dog walking service in its competitive market, with online visits during the OOH campaign more than doubling in London and Scotland. ‘A Dog’s Best Friend’ demonstrates how smart planning and tactical use of Out of Home can effectively and significantly boost awareness of small businesses, reaching target audiences in key locations nationwide.
Outdoor Media Awards Judge
"IT WAS ACTUALLY BEAUTIFULLY SIMPLE BUT, CRUCIALLY, TRUE TO THE BRAND. THEY’VE USED THE TECHNOLOGY AVAILABLE TO DO SOMETHING UTTERLY SURPRISING."
Claire Beale – Global Editor-in-Chief, Campaign
The Grand Prize celebrates the highest standard of Out of Home in the UK. Voted for by our judges from the winners of each OMA category, the Grand Prize winner is not only the very best in class, but is also representative of the incredibly high standard of the OOH industry today. ‘Waitrose Spring’ saw Waitrose farms live streamed to digital Out of Home sites in busy commuter locations, in order to raise awareness for their food sourcing practices. Although the idea was relatively simple, delivery was complex – but fantastically powerful. The creative has been widely commended for being beautiful, impactful and completely on brand. ‘Waitrose Spring’ captured the imagination of audiences with its meaningful message and unique execution, and our OMA judges were in overwhelming agreement that it was the rightful winner of the 2017 Outdoor Media Awards Grand Prize.
South East
"THE ADVERTISING IS INFORMATIVE AS WELL AS SELLING SOMETHING. THIS ADVERT WOULD MAKE ME MUCH MORE LIKELY TO SHOP AT WAITROSE, BOTH BECAUSE OF THE MESSAGE AND THE METHOD OF DELIVERY, WHICH IS INNOVATIVE AND EYE-CATCHING."
Female, 35-44
The People’s Favourite, a brand new Outdoor Media Awards category for 2017, is voted for by a panel of over 1,000 people of different ages and demographics – from the winners of each OMA category. This category celebrates the campaigns that resonate with real consumers; the very audiences who advertisers are aiming to reach. ‘Waitrose Spring’ saw Waitrose farms live streamed to digital Out of Home sites. Cows’ fields, chickens, beehives and rapeseed fields were broadcast in busy commuter locations to raise awareness of Waitrose’s ethical food sourcing practices. Striking a cord with the public for its honest approach to animal welfare and farming, ‘Waitrose Spring’ tapped into live streaming trends and was praised for its immediate impact, visual appeal and unique execution.
THE PEOPLE'S FAVOURITE
outdoormediaawards@clearchannel.co.uk
We would like to extend our congratulations to all the winners, highly commended and shortlisted entries into this year’s Outdoor Media Awards. Following a record number of entries into the awards, our judges were blown away by the standard of the submissions they received, and we would like to thank everyone who entered. If you’d like to find out more information about the Outdoor Media Awards, or would like to get involved next year, please get in touch:
CONGRATULATIONS TO ALL OUR 2017 WINNERS
