Announced via The Drum's COOH Awards Twitter account on Friday 13th October, the results were welcomed by the Primesight team in a year of stand-out creative work in outdoor advertising.
Our Snickers campaign at Waterloo delivered everything a fun experiential campaign should offer consumers. On 14th February 2017 AMV BBDO, Mars and Primesight sought to save forgetful Londoners with a special, interactive billboard with the tagline 'You're Forgetful When You're Hungry' made of Valentine's cards. And with 6,000 cards given out in three days it's clear that the Snickers campaign kept quite a few busy commuters out of the dog house.
Shortlisted in the 'Use of Digital Technologies' the Hyundai campaign was the first of its kind with a three screen set-up that spoke to consumers across multiple channels, amplifying the message to reach adventurous types in cinemas through their mobiles, digital 6-sheet screens and cinema trailer advertising.
Louise Coshan, Account Director at Adcity, heralded the nomination for Hyundai saying 'Our partnership with Primesight allowed us to utilise the strength of their digital technology offering to bring more synergy between the campaign story and product for Hyundai. We're proud to have delivered this three-screen cinema experience that allowed a deeper engagement with our audience for the Sante Fe and achieved great results showing the benefits of delivering a cross channel media solution.'
Matt Baker, Planning Business Director added 'It was a pleasure working with Adcity on what was an amazing opportunity for Hyundai to own the entire cinema experience via this three screen solution media first. It was a great example of cross media collaboration, fuelled by data and new technologies that helped deliver deeper brand engagement for the brand.'
Rounding off a great run of shortlisted campaigns is the recent winner of 'Marketing Campaign of the Year' - our work for World Duty Free and Disney UK promoting Rogue One: A Star Wars Story at Gatwick Airport. Nominated in the 'Multi-Platform' category this campaign ran over nine weeks and across 10 different formats in a total airport takeover in front of the 1.8 million passengers who travelled through the north and south terminals over the holiday period. 'From a marketer's perspective this project has been a dream' was the verdict from World Duty Free and we can't help but agree.
Vix Nikishina, Client Services Director celebrated the nomination saying 'Following this week's win for Marketing Campaign of the Year we're pleased to see this campaign recognised once more with a nomination at the COOH Awards. Our work on Rogue One exemplifies the best our channel offers in frictionless consumer journeys having turned 70+ customised touchpoints across Primesight’s static, digital and ambient airport media estate into one seamless experience. Collaborating with multiple stakeholders to realise ambitious campaigns is one of the biggest advantages that airport advertising delivers to brands.'