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

By Digiday Awards

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 …read more

Source:: Digiday