Pepsi MAX, MiQ, Gamelight, Tripadvisor and Netflix are 2023 Digiday Awards Europe finalists
The focus for this year’s Digiday Awards Europe finalists centered on tech innovations, brand partnerships and collaborations, as well as creating compelling narratives. The shortlist entries share a common theme: creating content that resonates with audience interests and investing in partnerships to reach new markets.
For example, Pepsi MAX secured a nomination for Best Use of Video for its campaign to get U.K. football (soccer) fans 18–34 to see the brand as the ultimate refreshing beverage. The brand partnered with food icon Big Zuu to provide meal inspirations, pairing Pepsi MAX with simple recipes that can be made quickly during the 15-minute halftime. Those who clicked on the brand’s videos via digital platforms were directed to a shoppable Amazon recipe hub to buy the ingredients, watch other recipe episodes and have the full recipe delivered by Amazon Fresh with a free sample of Pepsi MAX. The Pepsi MAX recipe inspiration received a 99% positive sentiment rate.
A standout in the Best Digital Product Innovation category was MiQ for its Deliveroo Automation Suite. Deliveroo, an award-winning online food delivery company connecting customers with best-loved restaurants and grocery partners, needed a bespoke solution to reach audiences in niche geographic U.K. areas. MiQ automated Deliveroo’s intricate programmatic forecasting, setup and quality assurance processes to transform Deliveroo’s hyperlocal media structure. An innovative Forecasting Tool helped reduce 3-hour tasks to 30 minutes, and MiQ’s Hyperlocal Campaign Creator tailored each campaign to its unique locale, cutting tens of hours of manual work to just hours.
Gamelight’s AI platform earned the company a Best Use of Technology nomination. The brand’s platform is the first mobile marketing platform solely relying on AI algorithms and mechanics to optimize marketing campaigns. Gamelight’s data-driven algorithm analyzes user behaviors, demographic data and gaming histories to decipher preferences, enabling the platform to offer highly relevant game recommendations tailored to individual players. Gamelight used its platform to promote a client’s mobile game to scale a title in the U.S., with install and ROAS targets. Gamelight heavily over-delivered on the client’s ROI goals and outperformed other channels that typically require 3–6 months to achieve full profitability for partners.
In the Best Use of Native Advertising/Sponsored Content category, Tripadvisor secured a finalist slot for its campaign with Tourism Ireland. To make Northern Ireland more accessible, Tripadvisor promoted the tagline, ‘It’s closer than you think.’ The partnership created unique, personalized experiences across various formats, leveraging original local experiences promoted by local talent with content selling the idea of traveling to places close to home. By working with leading podcast hosting platform Acast, Tripadvisor collaborated with the ‘Off Menu’ and ‘Chatabix’ shows, featuring renowned comedians to reach targeted demographics and integrate Northern Ireland content. The paid and native ad campaign delivered a remarkable 4.7 million impressions and 1.3 million video plays, with bookings 4% above target and room night bookings 14% over the forecast.
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For Best Experiential Campaign, Netflix was another standout submission. Netflix created ‘Tudum’ to bring fans inside the world of Netflix. The first two
‘Tudum’ shows were virtual. For the third one, Netflix hosted a 3-hour livestream event in tandem with an immersive 3-day experiential convention in Brazil. The third-annual ‘Tudum’ event was converted into an exciting, concert-like event in Brazil. By building in virtual-friendly elements, the company was able to bring ‘Tudum’ to millions worldwide. During the event, #Tudum trended in over 20 countries, with the new Netflix series ‘One Piece’ trending globally at number one. The metrics from the ‘Tudum’ events revealed a cultural impact, elevating brand awareness and assuring growth and expansion in the years to come.
All in all, 2023 showed that technology is at the forefront of companies’ minds, especially as they work to expand consumer experiences and offerings for clients. As more companies look to offer unique campaigns, product innovations and more, they’re seeing the value of compelling storytelling, diverse formats and tapping into audience interests.
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See the complete list of finalists below.
Agency of the Year
Aspectus Group
DEPT® UK
OneFifty
RocketMill
TEAM LEWIS
Best Ad Tech Platform
Les Echos-Le Parisien & Permutive
Lunio
Outbrain
Publica by IAS
VISA x Ogury
Zilch
Best Brand/Publisher Partnership
Halifax and Times Media
Haymarket Automotive Studio
Tripadvisor & Fuze
Twisted & Pepsi MAX
WSJ – Simon Kucher
Best Branded Content Site
Bloomberg Media x UBS
Northern Data x TEAM LEWIS
Pepsi MAX
WSJ – Saudi Tourism Authority
Best Collaboration
Chelsea & Co Digital Agency
G-Star RAW & Assembly
Havas Market Italy x Mabina Spa
Best Contextual Targeting Offering
Group M Nexus
Verve Group
Best Custom Advertising
Bloomberg Media x UBS
Best Digital Product Innovation
MG OMD
MiQ
VGina
Vyde & MGOMD
Wurl ContentDiscovery
Best E-Commerce Strategy
Havas Market Italy x Mabina Spa
Best Event
IGA Istanbul Airport & Inflow Network
Turkish Airlines Inc. & Inflow Network
Best Experiential Campaign
Netflix & Framework
Sela and Newcastle United
Best First-Party Data Strategy
Les Echos-Le Parisien & Permutive
Ljubljana Airport FLY
News UK
Best Influencer Collaboration
Cherry Pick Talent & Media Tonic
Cherry Pick Talent & Outfit7
IGA Istanbul Airport & Inflow Network
OneFifty & Watchfinder
Sushi & Jollibee
Turkish Airlines Inc. & Inflow Network
Best Launch Campaign
Cherry Pick Talent & Epic Games Store
John Lewis and MG OMD
Best Multi-Platform Campaign
College of Legal Practice xTEAM LEWIS
Halifax and Times Media
PMG & Who Gives A Crap
Smarts & Diageo
Best Podcast
Qualitest
Best Publisher Platform
Outbrain
Best Search Campaign
MG OMD
Best Use of AI
Gamelight
Phantasialand x Seedtag
Publica by IAS
Vodafone + Persado
Best Use of Audio
Gala Bingo and AMA
Best Use of Data – Advertiser
Arena Media Spain x Carrefour
Aspectus Group
Gamelight
Ljubljana Airport FLY
OneFifty & Watchfinder
VISA x Ogury
Best Use of Emerging Technology
UM
Best Use of Native Advertising/Sponsored Content
Haymarket Automotive Studio
Tripadvisor x Tourism Ireland
Best Use of Social
Make Honey
OneFifty & iQ
OneFifty & Watchfinder
The Goat Agency & Nivea
The Goat Agency x Nivea
Turkish Airlines Inc. & Inflow Network
Woo
Best Use of Technology
AIR PARFUM by Puig
Gamelight
MG OMD
NatWest + Persado
Publica by IAS
Sharethrough & Dell
Best Use of TikTok
The Goat Agency x ODEON
Best Use of Video
Allen & Overy x TEAM LEWIS
MiQ
Pepsi MAX
Woo
Most Effective/Measurable Campaign
College of Legal Practice xTEAM LEWIS
Gamelight x GOAT Games
MiQ
Sales&More
Sherry Week
Publisher of the Year
Telegraph Media Group
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