Warner Bros. Discovery, Cancer Research UK, Marriott Bonvoy and Bidstack are Digiday Marketing and Advertising Awards Europe finalists

European marketers turned to data-based content strategies across a wide range of channels to help drive engagement for brands. For many companies in this year’s Digiday Marketing and Advertising Awards Europe shortlist, attracting Gen Z consumers and highlighting their meaningful practices are also top priorities.

Warner Bros. Discovery received a nomination for Best Use of Data for its Winter Olympics campaign with Movable Ink. Warner Bros. Discovery reported a record Olympic Winter Games viewership and engagement, driven partly by the highly curated, relevant, personalized experiences offered through its email channel. Warner Bros. Discovery and Movable Ink worked together to create a bespoke, live medal table used for their triggered daily round-up emails across nine countries in eight languages to excite Olympics fans in a localized way. The medal table was developed to deliver a tailored and accurate experience to users and allow for easy swapping of data sources and assets for future tournaments.

In the new Best Use of Audio category, Cancer Research UK earned a nomination for its Race for Life campaign. Cancer Research UK worked with A Million Ads and Mediacom to create hyper-localized audio campaigns to increase awareness of its Race for Life fundraising events. The teams employed postcode targeting to call out a listener’s local race and recorded ad variants in male and female voices with regional accents. According to research by Unmissable, audio emerged as a vital channel for the Race for Life campaign and provided strong uplifts versus the control group.

Redefine Meat secured nominations in several categories for its European launch, including Best Use of Video. The company, which creates plant-based meat with proprietary 3D printing technology, leveraged visual and written content to generate brand awareness and collect leads ahead of its launch in Europe. Working with digital marketing agency Moburst, Redefine Meat launched a large-scale, broader awareness campaign featuring engaging visual assets to catch consumer attention and generate awareness for its products. The campaign included a newly-launched TikTok channel, which garnered 16 million video views in 60 days and increased engagements and impressions on Facebook, Instagram and LinkedIn.

Marriott Bonvoy, Publicis Sport & Entertainment, Publicis Media and Bidstack received a Best Use of Technology nomination for their metaverse campaign. The hotel loyalty program and in-game advertising and monetization platform Bidstack delivered a range of native in-game ad placements and branded experiences directly into the gameplay of leading titles such as Tennis Clash, Football Manager 2021, Dirt 5, Rezzil Player 21 and Top Eleven. In-game placements and branding appeared on stadiums, racetracks, custom vehicle wraps and unique character skins. With Bidstack’s SDK technology and publisher partnerships, Marriott Bonvoy created seamless brand integrations that directly and authentically engaged gamers. It was also the first hospitality brand to engage its target audience in the metaverse across VR, PC, console, cloud gaming and mobile devices.

Creative agency The Wild earned a nomination for Best Influencer Collaboration for its campaign with Major League Baseball to create interest around America’s Pastime among 18–34 year-olds in Europe. With limited live games during the 2021 season, The Wild created an original series featuring celebrity guests and iconic baseball dishes hosted by Instagram culinary star What Whilly Cook. In the five-episode YouTube series, ‘Home Plate,’ celebrity guests competed against the host to recreate classic stadium dishes — driving 553,000 organic views, 867,000 paid views and more than 10 million impressions. Once MLB games were live again, the series spawned a spin-off with micro-influencers called ‘Home Plate: Rivalries’ on Instagram.

Altogether, the judges’ nominations in 2022 demonstrated that companies are experimenting with new ways to attract audiences.

See the complete list of finalists below. 

Agency of the Year

Aspectus Group

Assembly

Realtime Agency

RocketMill – The UK’s largest employee-owned agency

Team Whistle’s “MAGNET” Agency

Best Branded Content Series

“The Roads To Carbon Neutral” TotalEnergies x NBCUniversal Catalyst

Jungle Creations for Heinz – Heinz & Twisted: Sandwich Goals

KPN & Team5pm – KPN Ultimate Speedtest: adding value to the YouTube gaming community with strong and original branded video content.

UBS and WSJ Custom – Sustainable Investing: The Tough Questions

Best Branded Content Site

Footballco and Heineken – Fresher Football launch

Ithra x NBCUniversal Catalyst – Digital well-being

WePresent

Best Campaign Pivot

Brandfirm

the7stars: Gala Bingo

Best Collaboration

CHS & Hyperoptic – Ready to Reach Hyperspeed?

MediaCom UK, Sky, Engine, SuperAwesome, Hogarth Metaverse Foundry

MiQ x Deliveroo: The blueprint for expanding global programmatic capabilities through collaboration

the7stars: Gousto Beats on Spotify

Wilderness Agency

Best Community Management Strategy

Wilderness Agency

Best Emerging Tech Campaign

Anzu, Twitch, and Ubisoft: Life In The Fast Lane For Twitch Ads In TrackMania

Bidstack and Starcom Worldwide – The Scent of Victory

MG OMD, TBWA & Nissan – the Launch of the Ariya electrified labs metaverse experience

Best In-House Studio

Outbrain Brand Studio

Twitch

Best Influencer Collaboration

Billion Dollar Boy x Heineken, The 12th Woman

Cherry Pick Talent & Epic Games – Fortnite’s Rift Tour ft Ariana Grande Influencer Activation

ITB Worldwide & UGG – ‘Feel’ EMEA Influencer Campaign

OneFifty x Airbnb – Reintroducing the City Break

RAPT Creative

The Wild for Major League Baseball – Home Plate

Best Multi-Channel Content Distribution Strategy

Aspectus Group and Munich Re – integrated campaign

MediaCom UK, Sky, Engine, SuperAwesome

MG OMD x NCS – Summer 2022

Best New Product or Launch Campaign

“The Magnificent Escape”: LOEWE x Spirited Away Collection Launch with Grason

CHS & LV= – Launching LV= Global Insurance to Intermediaries

LG Ads Solutions

Moburst – Redefine Meat European Launch

OneFifty Consultancy x Harvester – Bringing back a social icon

Best Organic Campaign

KPN & Team5pm – KPN Ultimate Speedtest: adding value to the YouTube gaming community with strong and original branded video content.

Rooster Marketing

Best Paid Social Campaign

Greenhouse & DELA – DELA Making Tangible Memories

Lane Media for Fairfax & Favor

Merkle x River Island

Moburst – Redefine Meat European Launch

Noise Media & TaskRabbit – #DDIY – Don’t do it yourself

RocketMill and USN: Turning the sports nutrition market inside out with “Greatness Inside”

Best Search Campaign

Assembly

Brandfirm

MG OMD & Specsavers – Live Appointment Feed 2.0

MG OMD- LNER Capacity Management Feed

Uberall

Best Use of Audio

Cancer Research UK, A Million Ads and Mediacom – Race for Life

Octave Audio and Adswizz launch dynamically targeted audio campaign for Mustard

Say It Now, Wavemaker Select, Xaxis for MSC Cruises

Best Use of Data

GruMediacom, Finecast, Kinetic, Xaxis

McDonalds & Spotify: Driving awareness of McAuto through Spotify

Mention Me

MiQ x Mediacom x Mars – Dolmio mealtime moments

VidMob & Corona UK – Free Range Humans Campaign

Warner Bros. Discovery & Movable Ink – Winter Olympics Bespoke Medal Table

Best Use of Native Advertising/Sponsored Content

Haymarket Automotive Studio: Delivering electrifying results for Audi e-tron with Autocar

Marc O’Polo & Outbrain – Achieving 1500% ROAS in a Competitive E-Commerce World

the7stars: Launch of Pokemon Legends

WhatsApp View Once: Private moments you only view once

X-LAB – JGL expert research hub,  largest international longevity platform

Best Use of Social

Assembly & Converse – CREATE NEXT with John Boyega

Assembly & Diesel – A mission to be the hottest fashion brand on the planet

Greenhouse & Subway: Recruit by AI – Apply with your favourite sandwich emojis!

MG OMD – Specsavers x TikTok

Moburst – Redefine Meat European Launch

OneFifty & Mazda UK – Beautiful Is On The Horizon

Best Use of Technology

Greenhouse & Eurojackpot – Finding the golden ticket in automation

Marriott Bonvoy, Publicis Sport & Entertainment, Publicis Media and Bidstack – Forging a New Path for Hotel Brands in the Metaverse

MG OMD & Specsavers – Live Appointment Feed 2.0

moebel.de & Productsup – Feed-based dynamic ads

the7stars – FreeNow contextual rides

Upstream and TIM Brasil – Driving plan upgrades through a multi-channel strategy and automated retargeting

Best Use of Video

CHS & Hyperoptic – Ready to Reach Hyperspeed?

Jungle Creations & Spark Foundry for Taco Bell – Let’s Not Taco ‘Bout Christmas

Moburst – Redefine Meat European Launch

RocketMill & HomeServe – Getting the house in order: Increasing brand demand through video

tails.com

The Premier League & Team Whistle – ‘Uncut’

Brand of the Year

Economist Impact

Most Effective/Measurable Campaign

Circus PPC & UK Radiators – PPC On Heat

Lane Media for Fairfax & Favor

MediaGroup Worldwide & Sax Lift – B2B company’s digital marketing transformation yields 2300% ROAS

MG OMD – Fashion at John Lewis

OneFifty & Mazda UK – Beautiful Is On The Horizon

Xaxis & Ford – Driving Real-World Outcomes for Ford through Programmatic