CONTENTS
THE CATEGORIES
INTRODUCTION & THIS YEAR'S JUDGES
THE BRAND FAME AWARD
THE INNOVATION AWARD
THE SME AWARD
THE DATA AWARD
THE GRAND PRIZE
THE RISING STAR AWARD
THE MULTIPLE FORMAT AWARD
THE PEOPLE’S FAVOURITE
THE CREATIVITY AWARD
CONGRATULATIONS & CONTACT US
SHARE
WINNERS 2018
EXCELLENCE IN OUT OF HOME
clearchannel.co.uk/oma2018
#OMA2018
Tim Pearson, CEO, MG OMD Geoff de Burca, Managing Partner, MediaCom UK Alison Jones, Customer Director, The Co-Operative Food Clare Peters, Executive Director, MG OMD Joanna Lyall, Managing Director, Mindshare UK Verica Djurdjevic, CEO, PHD UK Catherine Becker, CEO, VCCP Media Richard Morris, CEO, Initiative UK / President, Initiative EMEA Claire Beale, Global Editor-in-Chief, Campaign Alistair MacCallum, CEO, m/SIX Rian Shah, Managing Director, UK Hub, Zenith Chris Pelekanou, Chief Customer Officer, Clear Channel UK Caroline Pay, Co-Chief Creative Officer, Grey London Mark Evans, Marketing Director, Direct Line Group
Welcome to the Outdoor Media Awards 2018 winners’ guide. The awards, run by Clear Channel UK in partnership with Campaign magazine, are now in their 12th year and reward excellence in Out of Home (OOH) advertising. After the introduction of The SME Award and The People’s Favourite in 2017, we’ve now introduced The Rising Star Award to celebrate the people who are helping to create this fantastic work, and who are showcasing their dedication to the industry. Following a record-breaking number of entries, this year’s judging panel (right) selected the best OOH campaigns of 2017, which you’ll find across the following pages. It’s not just intelligent use of emerging technologies that unite our winners, but also true creativity, smart and innovative use of data, and in some cases, just brilliant simplicity. But, ultimately, what the judges looked for were campaigns that made an impact on the audience and delivered strong results for advertisers. What was also really interesting about this year’s entries was to see that what was innovative and exciting just a couple of years ago, or last year even, is becoming the norm in OOH advertising. It’s really inspiring to see how as an industry we’ve built upon that, and how OOH campaigns are shifting brand metrics and sales. As OOH continues to transform and better itself year on year, I can’t wait until the seeds of these ideas become part of the fabric of the medium in the future, and look forward to 2019’s entries raising the bar once again! Chris Pelekanou Chief Customer Officer, Clear Channel UK
OUTDOOR MEDIA AWARDS 2018 JUDGES
INTRODUCING THE WINNERS OF 2018
This is the best of the best of our category winners, according to our judges, and the selected campaign will be awarded £100,000 worth of media space.
THE GRAND PRIX
The winning campaigns from these categories were put to the vote of 1,500+ members of the public to select The People’s Favourite.
New for 2018. This award recognises those that have been in the OOH industry for five years or less, who have shown incredible potential, inspiring others to use the medium.
This award is open to campaigns from Small and Medium-Sized Enterprises who have used outdoor media most effectively.
This award celebrates campaigns which have inspired audiences by pushing the boundaries of what is possible in OOH with their original and unique execution.
This award looks closely at the creative idea that drove the campaign execution to deliver a truly brilliant creative idea to the right audience at the right time.
This award is open to campaigns which have pro-actively used data and insight to guide their OOH planning and campaign execution.
This award celebrates the campaigns which have strategically and successfully used different outdoor formats in different environments.
THE OUTDOOR MEDIA AWARDS CATEGORIES
SHORTLISTED
Talon Outdoor / OMD UK / Grand Visual
McDonald’s 2017, McDonald's
Kinetic / Mindshare / Clear Channel UK / JCDecaux / Primesight
Grilltopia, Hellmann’s, Unilever
Talon Outdoor / PHD / Fallon / Grand Visual
From Here, ŠKODA KODAQ
HIGHLY COMMENDED
Adcity / Posterscope / Havas Media / VCCP
Oops! O2
Pride in London / WCRS
Love Happens Here, Pride in London
Driven by the insight that nearly 50% of LGBQT+ Londoners have been a victim of hate crime, the ‘Love Happens Here’ campaign used an intelligent combination of planning, insight and data to drive awareness of the experiences and issues facing LGBQT+ Londoners. The campaign was split into two parts, a ‘Hate’ phase, and a ‘Love’ phase. The ‘Hate’ phase used black and white creative and highlighted the rising problem of anti-LGBQT+ hate crime in London. The ‘Love’ phase challenged this negativity and replaced these stories of hate with colourful posters and stories of love in boroughs across the capital. Not only was the creative idea behind the campaign impactful, but its execution recognised the strength of each outdoor format whilst bringing them together to share a compelling and coherent campaign.
Cruise TOY, Thomson, TUI
MediaCom Outdoor / MediaCom UK / Y&R / Grand Visual / JCDecaux / Exterion / Ocean Outdoor / City Outdoor
Delivering More, Deliveroo
Posterscope / Vizeum UK / Liveposter
Traffic Hell Spots, Virgin Trains
Talon Outdoor / MG OMD / Anomaly / Grand Visual / AdMedia / Outdoor Plus / Ocean Outdoor
Posterscope / Vizeum / St Luke’s / Liveposter / Clear Channel UK
A Very Black Friday, Very, Shop Direct
Kinetic / the7stars / DOOH.com / Guns or Knives
Helping London Move More Freely, mytaxi
To drive awareness of their black cab app and increase the number of users, mytaxi took their main competitor’s weakness and used it as an opportunity to create and deliver an innovative and business focused campaign. Using a combination of first and third party data, they pulled in six key indicators such as weather, events information and travel updates to create an algorithm that predicted price surges fromtheir main competitor. When these were predicted, tailored creative for mytaxi was activated on Digital Out of Home sites in the affected area, which showed location-specific maps that highlighted nearby empty black cabs. The screens were fed the mytaxi API to give real-time information on where the cabs were in relation to the ad, replicating the in-app experience, so users could see and understand how it works when they started using it themselves. If no taxis fell within the widest zoom levels, the ad would display the dynamic brand message. The campaign resulted in increased awareness and reputation of the brand, as well as a drastic increase in passenger numbers.
Posterscope / Zenith Media / Clear Channel UK/ JCDecaux / Primesight
Out-Of-Home Doesn’t Work! Milkybar, Nestle UK&I
Talon Outdoor / OMD UK / BBH / Hive / Grand Visual / Exterion
Pixel 2 Digital Bus, Google
MediaCom Outdoor / MediaCom UK / AMV BBDO / Grand Visual / Clear Channel UK
Stop Smoking, Cancer Research UK
MediaCom Outdoor / MediaCom / CP+B / Ubiquitous / Mobsta
Wi-FLY! American Airlines
To help with their UK customer cut-through and highlight their onboard Wi-Fi availability, American Airlines used cutting-edge technology to deliver a highly innovative campaign. Their aim was to influence the affluent business class audience in Canary Wharf and the City. But to truly cut through, they had to think outside the box, which resulted in a global first for Out of Home. They simultaneously geo-fenced Digital Out of Home sites in the target area, as well as wrapped cabs to capture the data of people exposed to the taxi (both passengers and pedestrians). This allowed them to ping messages to individuals who were not just in close proximity to the advertising sites, but also to audiences in close proximity to the moving black cabs. The campaign showcased the strength of partnership between various outdoor mediums and mobile, whilst creating a scalable and sustainable solution that added real value to a campaign and delivered results.
WCRS / The Mill London / Ocean Outdoor
MediaCom Outdoor / MediaCom UK/ The Big Kick / TRO / Frank PR / TfL / Exterion
#TankFree, The Born Free Foundation
Tap to Flow, Lucozade Energy, Suntory
Ahead of the new iPhone launch, O2 wanted to set themselves apart from the busy market full of the usual offers and promotions, and looked at what it was that customers actually needed. With the knowledge that 45% of broken screens go unrepaired, and that over the last three years, the UK racked up a £1bn repair bill for cracked mobile phones, they made free screen replacements a core market proposition on leading handsets. To tap into the feeling associated with cracking your screen, the campaign focused on communicating the ‘oops’ moment in times and places where you may be likely to drop your phone. With over a third of adults walking around with smashed mobile phones every day, Out of Home was the perfect medium to lead the campaign. Their cracked screen creative and ‘broken’ media successfully created a relatable, and memorable, ‘oops’ moment that helped O2 smash their KPIs and increase brand perception.
Posterscope / Vizeum UK / Liveposter / Mother/ Clear Channel UK / JCDecaux / Signature Outdoor
Bringing the Store to the Street, IKEA
Rapportww / Initiative Media / Joint
Music Unites, Amazon Music, Amazon
Posterscope / Zenith Media / Ogilvy Italy
The Life Deliziosa, Sparkling Fruit Beverages, San Pellegrino
Posterscope / Carat / AMV BBDO / Liveposter / Clear Channel UK / JCDecaux
Made of More, Guinness, Diageo
At over 250 years old, Guinness is one of the world’s bestselling and most loved beer brands. However, with a growing independent craft beer sector, they needed a fresh approach to make sure their famous stout stayed front of mind. The campaign plan was to focus on promoting the brand during ‘moments that matter’, such as big sporting events, and also identify smaller micro-moments to promote their product, using a data-led approach. This involved using mobile data to pinpoint where people with an affinity to sports were during prime drinking times, using pub footfall and capacity sensors to trigger bespoke content during key moments, as well as data taken from social media activity. During these ‘moments that matter’, bespoke copy was served to Digital Out of Home screens, such as directional messaging to the closest Guinness-stocking pub during major rugby matches, including the pub name, distance, and kick-off time to the next event. Using a data-led strategy enabled Guinness to maintain their number one position, grow their sales and ROI, whilst solidifying their iconic status and continue to drive brand fame.
GlaxoSmithKline / Clear Channel UK
Listen to your lungs, British Lung Foundation
RMS PR
Don’t Stop Believin’, Myerson Solicitors
As an independent law firm, Myerson Solicitors wanted to make their mark in South Manchester and were prepared to create acampaign that delivered tangible commercial success. To do this, they took their firststep into Out of Home advertising, using it as the focal point of a wider campaign to promote their private client services. The campaign creative used famous song lyrics, vibrant colours, and simple but clever copy across various sites to create something that was instantly relatable to everyone. The lyrics that were used were selected to advertise individual service offerings alongside general adverts. The campaign drove website traffic, telephone enquiries (both directly and through their partners), and it made a huge, unmissable impact, which led to the campaign being extended for a further six months.
MediaCom Outdoor
Nate Barker
S3 Advertising
James Rawlings
Talon
Jay Young
Jay kicked off his working life in the student events industry, then worked for a leading creative technology agency before joining Talon as Creative Solutions Project Manager in 2016. In recognition for this work across the agency, his ongoing energy and his relentless determination, he was promoted to Creative Solutions Director in December 2017. Jay’s passion for Out of Home has been infectious, with a clear ripple effect across Talon and their clients. His dedication to creativity has been proven time and time again in his ideas, his project management, and in his refusal to be limited by challenges. Congratulations! Campaigns he has worked on: - Harry’s Giant Ginger Beard - VW’s Bam The Ram - Waitrose Christmas - London Bus for Google
London
I THINK THE DESIGN IS REALLY CLEVER AS IT NOT ONLY GRABS YOUR ATTENTION, BUT YOU KNOW EXACTLY WHAT IS BEING ADVERTISED. IT’S REALLY GOOD.
Female, 18-24
Voted on by over 1,500 members of the public, O2’s ‘Oops!’ was the overall winning campaign that resonated the most with consumers. The unique, memorable and comical creative grabbed people’s attention, whilst also delivering its message in a simple and clear way.
THE PEOPLE'S FAVOURITE
Outdoor Media Awards Judge
IT WAS BRAVE, IT WAS BIG, AND IT REALLY STOOD OUT FOR US AMONGST ALL THE ENTRIES. IT MADE THE JUDGES JEALOUS THAT WE HADN’T DONE IT OURSELVES.
Joanna Lyall – Managing Director, Mindshare UK
Voted as the best of the best by this year’s judges, and winner of £100,000 worth of media space. Here’s what the judges had to say:
SPECIAL MENTION
Outdoor Media Awards Judgedon
WE HAD A RECORD NUMBER OF ENTRIES CREATING REALLY INTERESTING AND STIMULATING DEBATE, AND IT’S AN IMPORTANT JOB TO DO TO SET A BENCHMARK IN TERMS OF WHAT IS EXCELLENCE IN OOH.
Claire Beale – Global Editor-in-Chief, Campaign
I THINK IT’S A REALLY GOOD WAY OF SHOWCASING, NOT JUST THE WORK IN THE INDUSTRY THAT PEOPLE SEE, BECAUSE OUTDOOR BY ITS VERY NATURE IS VERY VISUAL, BUT IT’S A GREAT WAY OF EXTRAPOLATING SOME OF THE REALLY SMART THINKING THAT SITS BEHIND THE WORK THAT WE SEE ON THE STREETS.
Alistair MacCallum – CEO, m/SIX
I THINK THE OUTDOOR MEDIA AWARDS ARE A GREAT WAY OF CELEBRATING THE BEST IN THE INDUSTRY. IT’S INCREDIBLE TO SEE THE JOURNEY THAT THE MEDIUM HAS BEEN ON AND THE KIND OF THINGS PEOPLE ARE DOING NOW THAT WOULD’VE ONLY BEEN DREAMT OF JUST A FEW YEARS AGO.
Geoff de Burca – Managing Partner, MediaCom UK
outdoormediaawards@clearchannel.co.uk
We would like to extend our congratulations to all the winners, highly commended and shortlisted entries in 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 or have any questions about the awards, get in touch with the team at:
CONGRATULATIONS TO ALL OUR 2018 WINNERS
