Outdoor Planning Awards 2016
Best use of innovation
Cancer Research UK, Tap to Beat Cancer - Kinetic / Mediacom聽
The Tap to Beat Cancer campaign created a totally new way to donate to charity, allowing Cancer Research UK to take a big step toward revolutionising the way they fund vital research.
In a world-first, Cancer Research UK shop windows were transformed into a donation channel. Purpose-built screen totems with embedded contactless payment devices were pushed flush against store windows, allowing 拢2 donations to be collected instantly.
By offering 鈥榗ontactless donating鈥�, this inventive campaign creatively leveraged emerging technologies and delivered astounding results 鈥� with 1 in 6 people who passed the shops engaging with the campaign!
鈥淎 game-changing development. The first of many, destined to open up a host of new opportunities for brands in the future.鈥�
Best use of digital
Winner:聽Carlsberg, Beer Body Ready 鈥� Talon / OMD UK / Fold7聽
Beer Body Ready took hold of a perfect opportunity for Carlsberg to put their on-brand spin onto a trending news topic and drive conversation of the brand across it鈥檚 target audience.
Reacting to the controversial Protein World ad, Carlsberg responded with a striking and immediate tongue-in-cheek comeback asking if consumers were 鈥榖eer body ready?鈥�
Ads were tactically positioned in direct proximity to the Protein World campaign, making the creative and placement hyper-relevant and contextual.
The campaign demonstrated the close link between OOH and social media, while relying on聽true media planning, creative聽and contractor agility
Highly Commended:聽Santander, Summer of Cycles - Posterscope / Carat / Liveposter
Best use of data and insight
Winner:聽Bethesda, Fallout 4 鈥� Posterscope / Target Media / Locomizer
By putting social data at the heart聽of OOH planning, Fallout 4 was able to achieve cut-through and take ownership of online conversations.
The use of audience optimisation tools and social media discovery engines, meant an effective mix of data, audience insight and location expertise could be used to develop a precisely targeted campaign.
The creation of 鈥榲irtual hotspots鈥� identified key locations where target audiences were most engaged with social media while out and about. These areas were then overlaid with striking Out of Home creative, pushing Fallout 4 into the heart of the conversation.
This innovative approach turned Fallout 4 into聽迟丑别听must-have game for Christmas.
Best use of multi-media
Winner:聽Dixons, Curry鈥檚 PC World Spare the Act 鈥� Posterscope / Blue449 / Liveposter
The Spare the Act campaign truly tapped into the national consciousness.
Developed around the insight that 66% of Brits receive unwanted Christmas gifts (but many are too polite to say!), the campaign humorously exploited this behaviour to reassure the public that they could avoid disappointment by shopping聽at Curry鈥檚 PC World.
The mass personalisation campaign encouraged people to drop their friends and family some not-so-subtle hints about what they really wanted for Christmas using a bespoke website. These requests could then be served聽in 1,000鈥檚 of locations that people could select as the most relevant to their loved ones.
Curry鈥檚 PC World were able to get the nation sharing their Christmas lists and redistributing the estimated 拢819m spent on unwanted presents every year!
Highly Commended:聽Mondelez International, Oreo Eclipse - Talon / PHD / Grand Visual
Best use of multiple formats
Winner:聽Channel 4, Hunted 鈥� Talon / OMD UK / 4Creative
The campaign for Channel 4鈥檚 new program, Hunted, only used formats that bought the concept of the show to life 鈥� going on the run in 21st聽Century Britain!
Ingenious use of 325 individual creative messages that ran across 114 formats on 37 media channels had the campaign turning up in the most unexpected places. From stunt Oyster card holders and hand stamps to beer mats and mirror stickers, this thriller of a campaign mercilessly pursued audiences, fully immersing them聽in the Hunted experience.
This cleverly orchestrated campaign helped to cement the positive perception of Channel 4聽as a brand that does things differently, with Hunted performing brilliantly at launch.
Best use of continuity and long-term brand-building
Winner:聽Camelot, Always on OOH 鈥� Posterscope / Vizeum / Liveposter
Since its launch in 1997, Camelot has used OOH every month, every year, growing with the medium and leveraging new developments.
OOH has contributed to Camelot鈥檚 most successful year in history! By cleverly utilising static formats and embracing digital, Camelot has been able to build excitement and create a real sense of urgency around new game propositions, event draws and rollovers.
Continued investment in the medium has led to some key developments, including the introduction of The National Lottery鈥檚 unmissable live countdown clock.
The 2016 Gallery
Take a look at the gallery of the Outdoor Media Awards 2016
