Media Innovation - Emerging & New Channels

This award showcases those who had the insight and creativity to change the way a particular, emerging media channel is consumed or to create a new channel. 

2018 BRONZE

Precious™ Innovation in Maggi campaign

It is the most difficult Task, to be innovative in the field, where everybody has been acting the same way, preserving the "market standard". Precious™ is the revolution in TV planning. Due to use of data & technology in the way, nobody has come up before. Thanks to usage of Precious, we have finally the chance to communicate with people really responsible for sales and business growth. In Maggi C ase, we targeted Light & Medium category buyers. The campaign has successfully reached them, noticeably boosting awareness indicators & sales levels.

Brand: Precious™
Client: Nestlé Polska
Agency: Wavemaker
Language: Polish

2018 BRONZE

Smart technologies increase offline media efficiency

In a highly competitive market what media mix a high-tech company like Uber should use to reach the two main goals - brand awareness and usage growth? The classic mix: TV+OOH+Internet. But is it possible to increase OOH efficiency? We found a solution by combining mobile operators Big Data with our own Programmatic platform and invented Smart Digital OOH. As a result, we managed to target TA more accurately and increased conversion into Uber users significantly in comparison with region where classic OOH advertising was used.

Brand: UBER
Client: UBER Technology
Agency: OMD Media Direction
Language: English, Russian

2017 GOLD

Lockheed Martin Field Trip to Mars

In an era of Silicon Valley innovation, Lockheed Martin was seen as an outdated defense contractor. Especially when it came to space. It found itself losing its customers to start-up SpaceX. If Lockheed Martin didn't prove its innovativeness, it risked losing further business to SpaceX. Lockheed Martin set out to shift the conversation away from SpaceX by creating the first-ever group virtual reality experience. It shifted the conversation - receiving 180% more mentions in the Mars conversation than SpaceX and 132% more mentions than Musk.

Brand: Lockheed Martin
Client: Lockheed Martin
Agency: McCann New York
Language: English

FINALISTS

Mastercard True Self World

Bud Light Dude with Sign

UX Small Business Drive