Award history


2015 AwardMLP Law

Sponsored by

 

Winner 2015

Engage Interactive with Mr Men and Little Miss for Beefeater Grill

Engage Interactive Engage Interactive

The judges said

A brilliant creative idea, executed smartly that spanned web and social. Close to half-a-million completed engagements and 35m+ social impressions spanning 150 countries. It drove significant brand awareness and delivered fantastic sales uplift.

Entrant's description

"We were tasked with raising awareness of Beefeater Grill’s 40th birthday celebrations and the renewal of a historic partnership with the Mr Men and Little Miss characters, the first time the two brands have worked together since the 1980s. There was also a need to drive kids covers in the restaurants. We created a bespoke web application to create shareable family portraits using the Mr Men and Little Miss characters to represent members of your family, workplace, friendship group, etc. To date over 453,000 portraits have been created. "

Commended

iProspect Manchester with GO Outdoors Tent Domination

iProspect Manchester

Entrant's description

GO Outdoors are one of the UK’s leading retailers of outdoor, camping, walking and climbing equipment. They are a multi-channel retailer with over 40 stores and a healthy and growing ecommerce division. Throughout 2014 the core brief for iProspect was to use digital channels to dominate their primary market of tents. Through search channels, programmatic display, video, social and content we have established a market dominant position in this competitive sector which has led to record breaking revenue figures for GO Outdoors.

Shortlist

  • Engage with Mr Men and Little Miss for Beefeater Grill
  • Integrity Search Ltd with Pixaprint.ie SEO, Social Media & Content Marketing Campaign
  • iProspect Manchester with GO Outdoors Tent Domination
  • Mosquito & Zoflora with Hidden World of Bacteria
  • Topspin Digital with Smarten Up
  • Uniting Ambition with LinkedIn Recruiter Story

Criteria

An entry in this category must include a significant use of online or digital technology to promote a product or service. Campaigns could include online advertising, viral marketing, email marketing, SMS campaigns and integrated on and offline campaigns. Entrants should demonstrate the effectiveness of the campaign in generating business (for the commissioning organization), directly or indirectly.


2014

UKFast2014 award sponsored by UKFast

Winner 2014

MBNA Digital Team with MBNA’s Summer Travel Service Campaign

MBNA Digital Team MBNA Digital Team

The judges said

The winner was a simple customer-service campaign - using digital to make it easier for MBNA credit card holders to use their cards abroad. The judges described it as extremely commercially successful. It delivered great ROI, improved operational efficiency and a vastly improved customer experience.

Entrant's description

"Our integrated campaign aimed to make life easier for customers travelling abroad, and was timed to contact them 3 weeks before July’s peak holiday season. It promoted our innovative “Text2Travel” service, where customers can notify us when/where they are travelling via a single text message. This is vital so their card can be enabled for foreign transactions. The end-to-end experience was 100% digital, encompassing email, text and online content. Results were outstanding; 145k text notifications received; >5,400 customer hours saved by using the simplified digital service, and £286k cost savings from reduced contact centre traffic. "

Shortlist 2014

  • Axon Garside with Inbound for Kahootz
  • BLISS with Umbro Golaço
  • KMP Digitata with Trek Toons: a Facebook competition for Trek America
  • MBNA Digital Team with MBNA’s Summer Travel Service Campaign
  • R.O.EYE and Harveys Furniture Store with Optimising sales through digital performance marketing

Criteria 2014

An entry in this category must include a significant use of online or digital technology to promote a product or service. Campaigns could include online advertising, viral marketing, email marketing, SMS campaigns and integrated on and offline campaigns. Entrants should demonstrate the effectiveness of the campaign in generating business (for the commissioning organization), directly or indirectly. Judges will be looking for ROI or tangible business benefit.

 

MMU2013

2013 award sponsored by:

Winner 2013

MBNA with Proactive multi branded email alert programme

MBNA MBNA

 

The judges said

This entry stood out in the category simply by delivering brilliant results. The judges thought the entire programme was well thought-out, reducing calls to contact centres, preventing fraud and delivering a fully branded experience to customers for the first time. But it was the results what won it.

Entrant's description

MBNA's brand new email programme keeps customers abreast of their latest account activity. The fully automated service delivers information straight to customers' inboxes, reducing their need to call in and check account information or promotional offers. Fraud prevention is also encouraged by asking customers to check they recognise certain account requests. The custom-built email tool allows on-the-fly changes to content, with our high profile business partners receiving a fully branded experience for the first time. From confirming a payment has been made through to reward point reminders, the programme marks a significant leap forward in our online communication strategy.

Shortlist 2013

  • Code Computerlove with Behind The Brands
  • Matmi with The Smiler
  • MBNA with Proactive multi branded email alert programme
  • Mosquito Digital with Show Me Your Wardrobe campaign for Collection Cosmetics

Criteria 2013

An entry in this category must include a significant use of online or digital technology to promote a product or service. Campaigns could include online advertising, viral marketing, email marketing, SMS campaigns and integrated on and offline campaigns. Entrants should demonstrate the effectiveness of the campaign in generating business (for the commissioning organization), directly or indirectly.


2012

Winner 2012

TBWA\Manchester with Join The Revolution

TBWA\Manchester TBWA\Manchester

 

The judges said

Join The Revolution was a multi-platform campaign aimed at increasing engagement with the Co-operative. The judges were impressed with the way all the media drove traffic to the social space, and with the level of involvement customers showed once there. More importantly, those engaged customers went on to transact across the Co-Op's family of businesses, delivering a positive return on investment.

Entrant's description

The Co-operative was making new, industry-leading CSR commitments and wanted to engage and involve the public. The ‘Join the Revolution' launch used real-life case studies of individuals ‘changing their worlds'. At the heart of the multi-channel campaign was a search-optimised, social-integrated website. The site had deeper, sharable content in case studies, detail on The Co-operative's wider commitments, plus many ways to ‘get involved', including a competition with £5000 prizes. Over 300 entrants entered their ‘Revolutions' and asked supporters to vote and use their social networks to spread the word, attracting 60,000 public votes, and even a tweet from Stephen Fry!

Shortlist 2012

  • Amaze with Casting out the net for Saucy Fish Co.
  • Design By Music with Music Christmas Campaign 2011
  • TBWA\Manchester with Join The Revolution
  • Tokyo Digital with Xmas in November

Criteria 2012

An entry in this category must include a significant use of online or digital technology to promote a product or service. Campaigns could include online advertising, viral marketing, email marketing, SMS campaigns and integrated on and offline campaigns. Entrants should demonstrate the effectiveness of the campaign in generating business (for the commissioning organization), directly or indirectly.

 


2011

Winner 2011

Matmi with Optathlon

Matmi Matmi

 

The judges said

This award goes to a company that has shown innovation, humour and above all great quality work. The judges instantly agreed that this was the stand-out campaign among a number of fantastic entries. The use of mobile gaming and how it was integrated into the overall campaign will surely pave the way for future digital marketing campaigns.

Entrant's description

 

In 2010, United Airlines decided to release its range of flight upgrade options to all passengers rather than Premium flyers only.

The challenge was that people didn't understand the flight upgrades until they'd tried them - which created the “Optathlon” campaign.

Free advergames enabled passengers to experience and win free flight upgrades. A microsite hosted online versions for maximum exposure, and by playing the mobile versions, passengers could play to win an upgrade before boarding.

The games have been played over 2 million times and 85,000 passengers won free upgrades, earning millions of dollars' worth of additional revenue for United Airlines.

 

 

Shortlist 2011

  • Fast Web Media with Cobra Beer National Curry week
  • IAS b2b Marketing with A digital revolution
  • Matmi with Optathlon

 


2010

Winner 2010

 

iris Manchester with Wonderbra - Ultimate Strapless

 

iris Manchester iris Manchester

 

The judges said

This year's winner won the judges' full support for a campaign gracefully executed and pitched just right for the target audience. With a great microsite as well as social media activities, it highly deserves this year's award.

Entrant's description

Until recently launching a product without the use of traditional media would be unthinkable. There's nothing wrong with shouting about your new arrival in this way. What if you don't want to shout? What if you want to build momentum, spread the word, in a more targeted and efficient way? Would you be brave enough to launch your most revolutionary products in years, a strapless bra that actually works and something women have been crying out for, with JUST a microsite, digital marketing, and PR for support? The Ultimate Strapless. No straps. No traditional above-the-line support. Just record sales.

Shortlist 2010

  • iris Manchester with Wonderbra - Ultimate Strapless
  • Mobious with Carling Weekly Email
  • PushON and Brazen PR with 30 Beats: Mechanical Music

 


2009

Winner 2009

LOVE with Doctor Martens

 

LABEL Dr Martens

Click to see bigger photo

The judges said

Digital Marketing requires the pretty obvious intersection of digital and marketing but it's seldom that agencies actually get the balance right. The winning work here struck exactly the right chord, encouraging 25,000 people to create a design online, 1 million people to vote and over 3 million page views within a 3 month period. And it delivered a 500% increase in audience from last year's award-winning campaign.

Entrant's description

Dr Martens wanted to reconnect and increase relevance of their brand to the younger audience. Technology enabled this to happen instantly and globally with an online competition to find the design for the next 1460 boot. Building on the success of the previous year, they launched a second round in 2008, giving people the chance to leave their mark on two blank iconic canvasses. Round two of The Brief also had two winners with one selected by the public and another by an industry panel. Additional campaigning tools enabled entrants to display designs in their own personal web spaces.

Commendation

The judges also awarded a commendation to:

Axon Garside Creative with The Factory

 

LABEL

Axon Garside - Commendation for Best Digital Marketing Campaign

The Factory

Click to see bigger photo

The judges said

This was an entry that made us laugh out loud, bringing a potentially dry subject to life.

Shortlisted entries 2009

 


2008

Winner 2008

Best Digital Marketing and Brand Development was won in 2008 by Love Creative with design a boot.


2007

Winner 2007

The Best Digital Marketing Campaign was won by Pavilion Communications with Lifeworks