BAE Systems, Rescue Remedy, Jack Daniel's: The Drum Digital Advertising Awards EU 2020 winners

Other winners this year included Rescue Remedy and agency Nelsons and The7Stars, The Trade Desk and Great Western Railway.

Meanwhile, LensWay Group, William Hill, The Scottish Government, NFL, Formula1, GSK, Pizza Hut, EDF, Direct Line Group, Gousto, Tesco, ROLI, Marfeel, National Forest Adventure Farm, Aer Lingus and Mobsta were also among the victors this year.

Partners of the awards this year were The Trade Desk.

Grand Prix/B2B

Agency: Kingpin

Client: BAE Systems

Kingpin was tasked with creating awareness, demand and qualified marketing leads for three core areas of BAE Systems' Applied Intelligence products and services.

It built and executed a two-month, high impact digital demand and awareness programme which targeted key personas within the cybersecurity space. Over 20 media partners were utilised, generating 2,916,558 total impressions, 8,248 ‘Expressions of Interest’ and a Click Through Rate 200% above industry average.

Juror's thoughts: “Myself and the other judges were impressed by the Kingpin campaign for BAE on a number of levels. What stood out was the advanced work on understanding target audiences and buying committees, the clarity of their content audit and relevance of delivered content to different audiences at different stages of the buying journey. Additionally, the fundamentals of the campaign were built on advanced principles of account based marketing, market leading martech integrations and bespoke lead-scoring algorithms. The campaign led to high levels of engagement and most importantly to strong business outcomes for the BAE client with a measurable ROAS of over 600%.“

James Mooney, head of agency partnerships, UK and international, LinkedIn

Chair Award

Agency: Nelsons

Client: Rescue Remedy

Sometimes, when you just want to switch off, constant connectivity and being bombarded by advertising can add stress to people’s lives. Rescue Remedy wanted to inform people about its product benefits in a potentially stressful environment, without being another irrelevant message assaulting the senses.

Nelsons brought together mobile proximity targeting, digital channels and dynamic content to serve contextually relevant communications in an under-utilised environment, UK Airports.

This year's chair of the jury, Lara Izlan, director, advertising data and analytics at ITV discusses her reasons for choosing her winner in the interview below:

Leisure and Travel

Agency: The7Stars and The Trade Desk

Client: Great Western Railway (GWR)

GWR tasked The7Stars with reaching a wide audience of leisure travelers to encourage them to use, and enjoy, its trains. In collaboration with The Trade Desk, it implemented a variety of strategies which delivered huge success for GWR over the autumn period.

Juror's thoughts: “Hugely impressively results driven from various tactics and strategies, using The Trade Desk technology to support its campaign objectives.“

Neil Robins, head of data strategy and precision marketing, Johnson & Johnson

FMCG

Agency: Captify and Spark Foundry

Client: Jack Daniel’s

Jack Daniel’s asked the Spark Foundry and Captify to promote its Jack Daniel’s Tennessee Honey whiskey in order to reach and engage new, relevant audiences.

By utilising Captify’s first party Search Intelligence, Jack Daniel’s succeeded in targeting new audiences with bespoke creatives appealing to its specific interests, driving increased engagement and a new perception of Jack Honey.

Video

Agency: Republic of Media

Client: The Scottish Government

Motorcyclists accounted 21% of road fatalities in Scotland in 2018. In partnership with the Scottish motorbiking community, Live Fast Die Old, Republic of Media and The Scottish Government were tasked to reach natural risk takers to push a message of safety and caution during the season of thrill-seeking freedom.

Juror's thoughts: “We were impressed with just about every aspect of this campaign. The work was insights-driven, the creative direction was masterful, and as a result the videos were consistently excellent. The campaign delivered results, but the work delivers on the brief so well that the content is likely to stay relevant as evergreen content for years to come.“​

Thiago Correa, head of performance media, Zenith

For a full rundown of the winners, visit The Drum Digital Advertising EU Awards website.