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. 

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. 

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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