McDonald’s, Spotify, Redefine Meat and Nissan are Digiday Marketing and Advertising Awards Europe winners

The list of winners of the 2022 Digiday Marketing and Advertising Awards Europe highlights how companies are leaning on social media and data-based content strategies to drive brand engagement. Sustainability and other meaningful practices remain top priorities for consumers and companies, with many of this year’s entrants and subsequent winners striving to show their commitment to overall betterment.

McDonald’s and Spotify earned a win for Best Use of Data, the category with the highest number of entries, for its campaign driving awareness of McAuto locations — the restaurant’s drive-thru service — throughout Spain. Recognizing that road trips and music go hand-in-hand, the campaign took users on a personalized musical journey enhanced by location data. Spotify data was used to target listeners who were either in their cars or were categorized as car owners and were, therefore, more likely to visit a McAuto location. The ads prompted listeners to visit an interactive microsite, which served up suggested routes to their intended destinations while highlighting McAuto stops along the way. Users also received a personalized Spotify playlist that lasted the duration of the trip. The campaign delivered more than 9 million impressions with a total reach of more than 1.4 million.

For Best Use of Social, digital marketing agency Moburst and Redefine Meat were recognized for the brand’s European launch. The company, which creates plant-based meat with proprietary 3D printing technology, partnered with Moburst to generate brand awareness and collect leads with a wide range of ads and organic content. The campaign included a hyper-targeted lead-generation campaign targeting restaurant owners who would benefit from serving Redefine Meat’s products in their restaurants. Moburst and Redefine Meat also launched a new TikTok channel, which garnered 16 million video views in 60 days, and increased engagements and impressions on Facebook, Instagram and LinkedIn. Redefine Meat’s New-Meat appeared on the menu at 150 restaurants in the first quarter in four new markets. 

In the new Best Emerging Tech Campaign category, MG OMD, TBWA and Nissan claimed the award for their metaverse experience. To launch its new electric vehicle, the Ariya, Nissan partnered with MG OMD, TBWA, Warm Storm, Quantum Universe and Meta to develop a fully immersive metaverse WebXR car launch experience across VR headset, mobile and desktop. As part of the campaign, five emerging artists were challenged to create artwork showcasing the Ariya as a “ray of hope” in different cities around the United Kingdom. The works were recreated in VR within the Nissan Ariya metaspace as a 3D art gallery, then promoted across Facebook and Instagram. The campaign aimed to cement the electric SUV as Nissan’s halo model and differentiate the brand with innovative tech, Japanese-inspired design and electrification. The Meta campaign reached 24 million unique users across the U.K. Additionally, a YouGov study showed that those exposed to the campaign were more than twice as likely to see the Ariya as Nissan’s flagship model. During the campaign, there were more than 7,400 dealer inquiries and 2,200 customer sales.

Full DMAAE winners list below:

Agency of the Year

  • RocketMill – The UK’s largest employee-owned agency

Best Branded Content Series

  • Jungle Creations for Heinz – Heinz & Twisted: Sandwich Goals

Best Branded Content Site

  • Footballco and Heineken – Fresher Football launch

Best Campaign Pivot

  • Brandfirm

Best Collaboration

  • the7stars: Gousto Beats on Spotify

Best Community Management Strategy

  • Wilderness Agency

Best Emerging Tech Campaign

  • MG OMD, TBWA & Nissan – the Launch of the Ariya electrified labs metaverse experience

Best In-House Studio

  • Twitch

Best Influencer Collaboration

  • OneFifty x Airbnb – Reintroducing the City Break
  • RAPT Creative

Best Multi-Channel Content Distribution Strategy

  • MediaCom UK, Sky, Engine, SuperAwesome, Hogarth Metaverse Foundry

Best New Product or Launch Campaign

  • Moburst – Redefine Meat European Launch

Best Organic Campaign

  • KPN & Team5pm – KPN Ultimate Speedtest: adding value to the YouTube gaming community with strong and original branded video content.

Best Paid Social Campaign

  • Moburst – Redefine Meat European Launch

Best Search Campaign

  • MG OMD & Specsavers – Live Appointment Feed 2.0

Best Use of Audio

  • Cancer Research UK, A Million Ads and Mediacom – Race for Life

Best Use of Data

  • McDonalds & Spotify: Driving awareness of McAuto through Spotify
  • VidMob & Corona UK – Free Range Humans Campaign

Best Use of Native Advertising/Sponsored Content

  • WhatsApp View Once: Private moments you only view once

Best Use of Social

  • Moburst – Redefine Meat European Launch

Best Use of Technology

  • Marriott Bonvoy, Publicis Sport & Entertainment, Publicis Media and Bidstack – Forging a New Path for Hotel Brands in the Metaverse

Best Use of Video

  • tails.com

Brand of the Year

  • Economist Impact

Most Effective/Measurable Campaign

  • Lane Media for Fairfax & Favor
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