Modern Marketing Brand Strategy The Drum Experience Awards

Winners announced at The Drum Awards for Experience 2022

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By Dani Gibson | Senior Writer

December 6, 2022 | 7 min read

Green Planet AR Experience with Sir David Attenborough takes the Grand Prix while Chair Award is picked up Ogilvy UK for its NextWave Elevator Challenge with EY.

exp gp 2022

Grand Prix winners Factory 42 with BBC Studios, EE, Royal Botanic Gardens, Kew, Dimension Studio, Talesmith, The Crown Estate

The Drum Awards for Experience celebrate the very best activations, as well as the teams, technologies and venues that made them successful. The results were revealed at a ceremony at The Drum Labs in London, during our week-long awards festival, and broadcast live on The Drum TV.

Factory 42’s work with The Crown Estate for the Department for Digital, Culture, Media & Sport (DCMS) snapped up the coveted Grand Prix as well as being named the Best Sustainable Event/Brand Experience. The ambitious Green Planet AR Experience was created with Sir David Attenborough and supported BBC Studios, EE, Royal Botanic Gardens, Kew, Dimension Studio and Talesmith.

The recipient of Chair Award was chosen by Julian Pullan, vice-chairman and president international of Jack Morton Worldwide. It went to Ogilvy UK for its work with EY and its NextWave Elevator Challenge.

Event Technology of the Year, Innovative Experience and Sports or E-Sports Experience all went to Unit9 and FCB New York for their work with Michelob Ultra (AB InBev).

The awards judges consisted of a panel of experienced senior marketers from companies and brands including VMLY&R, 22Squared, Tool of North, Pixel Artworks, Fifa, YouTube EMEA, Momentum, M&C Saatchi, Pinterest, Invnt Group, Pernod Ricard and Amplify Australia.

You can see all the amazing winners and work right here and find out more about the top winners below.

Grand Prix and Best Sustainable Event/Brand Experience

Agencies: Factory 42 with BBC Studios, EE, Royal Botanic Gardens, Kew, Dimension Studio, Talesmith and The Crown Estate

Client: Department for Digital, Culture, Media & Sport (DCMS)

Campaign: Green Planet AR Experience with Sir David Attenborough

The Green Planet AR Experience, powered by EE 5G, was a sustainable experience that moved and inspired over 10,000 people to better care for the planet as it transformed a central London location into the natural world through stunning AR. A unique journey of exploration and self-discovery where visitors explored our Green Planet like never before – all with a remarkable hologram of Sir David Attenborough as their personal guide.

The goal was to tell the incredible stories of plants and animals in an innovative and emotionally engaging way, to create awe and wonder for our natural world, and drive positive action in the public – all while minimizing our carbon footprint. Setting a new industry benchmark for sustainable event production, the project applied its green message and ambition to the entire production and delivery. Establishing a phenomenal media reach in excess of 318 million people around the world, the experience established an industry-first 96% audience approval rating, making it the UK’s number one immersive experience, according to StoryFutures.

The experience also saw an incredible double-digit shift in members of the public who were taking positive action to protect our planet, following their visit. A month after the experience, the percentage of visitors buying environmentally friendly products increased from nearly one third to 96%, while those using energy-efficient systems grew by a third to 88% and those donating money to environmental campaigns more than doubled to 41%.

Chair Award

Agency: Ogilvy UK

Client: EY

Campaign: NextWave Elevator Challenge

EY’s global ambition and strategy for creating long-term value had high awareness and commitment. However, a significant number of employees didn’t understand what they needed to do differently to connect their day jobs to the strategy.

Ogilvy’s brief was to inspire, engage and motivate EY’s 365,000 global employees and bridge this gap. The agency rooted its strategy in a fundamental human driver – the desire to play. Co-creating a digital platform based on gamified team play and fun.

The NextWave Elevator Challenge was a gamified, 360-degree viewable team experience. The elevator transports teams to different environments where they play interactive games, watch films and solve puzzles – all built around the strategic pillars of NextWave. And Ogilvy used behavioral science and gaming psychology to help drive the required behavior changes.

The experience is currently deployed in a phased approach across EY. Results have seen more than 35,000 people completing the challenge. And key feedback metrics of engagement, realization and understanding all score above 4/5, with the sentiment from thousands of Yammer posts being overwhelmingly positive.

Modern Marketing Brand Strategy The Drum Experience Awards

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