The results of the Drum Awards for Out of Home have been announced for 2020, with the BBC, Klarna, Dettol and Spotify among the winning advertisers.
2020 has been a particularly challenging year for out-of-home. Thanks to a string of lockdowns and a rise in working from home, fewer people are commuting, shopping and generally spending time outside. But out-of-home remains a prestigious and exciting field, defying the rise of digital advertising by creating effective, innovative work.
The Drum Awards for Out of Home reward the best work from creatives and strategic thinkers, that have struck a chord with consumers and achieved real results. This year’s awards also included three new categories, to elevate work in direct response to the pressures of the Covid-19 pandemic. The results were announced in a virtual ceremony on Wednesday 25 November. Catch up below if you missed it.
The Drum is proud to present these awards in partnership with Alight Media.
Grand Prix / Response to Covid-19 - Best Use of OOH Media for Good
Agency: DOOH.com, Kinetic Worldwide, Kinetic Ireland, Adtower, Alight Media, Boomerang Media, blowUP media, Clear Channel UK, Clear Channel Ireland, Hi! Street Digital Media, JCDecaux, Micromedia, MJ Flood Digital, Ocean Outdoor UK, Open Media, Orb Screen, Wide Eye
Client: 72 million people of the UK & Republic of Ireland
Campaign: #MyHeroes: Campaign to Celebrate Key Workers During the Pandemic
Companies from across the out-of-home industry came together to create this wide-reaching but targeted campaign. Running across the United Kingdom and Ireland, this was the largest ever multi-format campaign in the two countries. Seeking to connect loved ones and recognise the key workers that are largely taken for granted, it allowed people to share messages of love and gratitude through a broadcast.
The campaign was live for eight weeks on 1292 sites. #MyHeroes had a tangible effect on people's lives, and authentically connected loved ones that couldn’t be together during an immensely difficult time.
What the judges said: This work was in a category about collaboration - and it's a true example of working together. Recognising that we're going through a difficult time with Covid-19, they showed their ability to get a message out across the land, but the message itself was very meaningful. An empathic and moving campaign, that will stand the test of time.
Chair’s Award / Special Builds and Site Adaptions / Most Talked About
Agency: Havas Media and Talon Outdoor
Campaign: Bringing BBC’s Dracula to life through OOH
For this category, the chair of the jury picks their favourite from the very best entries. This year's chair was Kevin Johnson, chief executive officer of MediaCom Canada.
The stakes were high for the launch of the BBC’s new series and it needed to stand out. Looking to build brand fame amongst younger audiences, the team created an unmissable, high impact campaign.
Custom builds featuring a cluster of three-dimensional, bloody stakes were unassuming by day, but as night fell, created an unmistakable silhouette.
This innovative execution received a remarkable response and drove huge earned reach across social and publisher platforms, as well as exposure across national and industry press.
What the chair said: A much-talked-about campaign that really brings out the ‘oohs’ and ‘ahhs’. Fun and creepy, extremely fitting for the subject matter, creatively and technically well done, and a lesson in how to use out-of-home. When we look back at this in 20 years, we'll still be saying, "Damn that was good."
Response to Covid-19 - Best Creativity and Innovation during Covid-19
Agency: Zenith Media
Campaign: Dettol keeps London moving safely
The Covid-19 pandemic was, in undeniably practical terms, the perfect context for Dettol’s equity to grow, and for their product to sell out. Zenith, however, saw this as a longer-term brand-brand building opportunity. Using a creative platform, they were able to connect with consumers who were keen to protect themselves and their loved ones.
By becoming a partner of TfL’s hand sanitizer scheme, they secured hundreds of sanitizer points at public transport stations across London. Dettol built their brand in a very visual and active way, providing a useful service to all of London’s travelling audience.
What the judges said: This was an excellent practical response to the pandemic and showed great innovation.
Most Effective Use of Live Updates
Agency: Posterscope USA, Carat USA, McgarryBowen
Client: United Airlines
Campaign: United Wins New York
Newark is United Airline’s hub airport, but one that New Yorkers consider an inviable option. By analysing traffic drive times, the team found that although Newark was perceived as further away, it was often quicker to get there than to the heavily congested JFK and LGA airports.
Knowing New Yorkers hate to waste time, the campaign showed journey times from different locations using digital out-of-home and their dynamic content platform, Liveposter. The result was 750 digital units on taxis and transit shelters, updated every single minute of the eight-month campaign, reminding viewers how much precious time could be saved. Passengers agreed – United Airlines saw 840,000 more people going to Newark.
What the judges said: This was the most useful application of live updates. Made use of clever creative with subtle branding, and good format choices.
Agency: Dash Two
Campaign: Who’s A Good Shopper?
Klarna, a shopping payment app popular with millennials, researched its audience and found dog owners accounted for a great deal of its business. Knowing that dogs are the way to their humans' hearts, with the help of Dash Two, they created a dog-themed campaign with a mural located near a popular Brooklyn dog park.
Seeking to stand out from other outdoor advertising, the first-of-its-kind wall mural featured 901 dog toys fastened to the 90-foot long, 13-foot high installation. Of course, every dog walking by stopped to nuzzle, sniff, and bite the toys, leading every owner to spend minutes in front of the mural. It generated an average 178,407 weekly impressions among adults, and over four weeks, that number swelled to 713,628 - 82% of whom were dog owners.
What the judges said: Such a clever idea, showing real innovation, and rightly much-talked-about. Vivid and bright, great for both dog and owner alike. Best in Show!
A complete list of winners is available at the website for The Drum Awards for Out Of Home.