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Climate change, homeless veterans and snowflake recruitment: the DADIs 2019 winners

Not-for-profit charities have snapped up the top accolades at The Drum Awards for the Digital Industries (the DADIs) 2019.

Taking home the coveted Grand Prix for the thought-proving campaign 'Sleeping Flags', O.N.E (The Organisation of National Ex-Service Personnel) sought help from Rothco to help them spark a national conversation on the plight of ex-defence forces men and women in Ireland who have fallen on hard times.  

To draw public awareness and support for their plight, O.N.E., took the Irish flag and turned it into a sleeping bag. Veterans took to the streets, steps, and doorways of historically significant locations around Ireland in these sleeping bags, creating an unmissable spectacle that sparked a national debate about what mattered more - a flag or the people who gave everything for it.

Ete Davies, chief executive officer, Engine and judge said: "A beautifully simple, well executed, idea; that caught your attention and then allowed the compelling and emotive stories of the service personnel to be the focus.

"It’s an outstanding example of how a purpose-led campaign can be effective in delivering real change, in that it gained national attention and as result of the public reaction and demand, lead to government investment into the cause. "

 
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The United Nations and Grey London stacked up three awards, including the Chair Award, for The People's Seat climate change campaign.

The campaign was devised to enable ordinary citizens to share their own experience of climate change via the hashtag #TakeYourSeat, with these messages forming the basis for an address given by broadcaster and naturalist Sir David Attenborough to delegates on December 2018.

Backed with a spend of just £65,000, it dominated the global news agenda and delivered more than 100,000 direct interactions with the UN via the new Act.Now bot on Facebook's Messenger app. 

Phil Jones, founder of Podge Events and chair of the judging panel said: “Many of our judges loved this project. The campaign was topical and used social media to give people a voice on the greatest threat facing humanity. Climate Change. Backed with a relatively low spend it had a major impact on the global news agenda and delivered more than 100,000 direct interactions with the UN."

 
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Despite controversy on its launch, The British Army’s 2019 recruitment campaign, which targets ‘snowflakes’, ‘selfie addicts’ and ‘me, me, me millennials’, snapped up the Recruitment Award. 

To show the world that the army sees beyond stereotypes to spot the potential in young people, The 'Your Army Needs You' campaign was created by Karmarama to encourage 16 to 25-year-olds to sign up to the forces, based on the insight that 74% of people in that age bracket are "looking for a job with purpose".

The ads encouraged an influx of recruits with increased applications at 71% versus the previous year.

Alexandra Willis, head of communications, digital and content at The AELTC, Wimbledon said: “The judges admired the bravery of this campaign in its execution, a willingness to reflect and represent the challenges that exist in our society today, and leverage an opportunity to change the perceptions of what is one of the country’s oldest and most respected institutions.

"The entry was well put together with a clear demonstration of evidence which supported the aims of the campaign, and the significant outcomes. It may have been a controversial route to pursue, but the results show that it worked.” 

 
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You can view all the winning campaigns in full on The DADI's website

The following is a complete list of winners:

Grand Prix

Sleeping Flags
Agency: Accenture Interactive
Client: O.N.E (The Organisation of National Ex-Service Personnel)

Chairman's Award

Grey LDN, WPP & Facebook: The United Nations – The People’s Seat
Agency: Grey London
Client: The United Nations

Agency of the Year

Transmission

Creative/Digital Team of the Year

Jungle Creations
Agency: Jungle Creations

Rising Star of the Year

Lisa Arnold
Agency: Stein IAS

B2B Sector

Hop2O - The beer for the trade
Agency: Tangerine comms
Client: Wavin UK / Hep2O

Public Sector

Single Online Home (SOH) for UK policing
Agency: CDS
Client: CDS and Mayor’s Office for Policing and Crime (MOPAC); Digital Policing Portfolio (DPP)

Consumer Products or Services

Doubling down on Performance - How Heineken adopted an ecommerce data-driven mindset and pulled more pints
Agency: Dentsu R E D S T A R
Client: Heineken

Not-for-Profit/Charity

Grey LDN, WPP & Facebook: The United Nations – The People’s Seat
Agency: Grey London
Client: The United Nations

Professional Services

Securing a dizzying 87.5% conversion increase in the height safety industry using Total Search
Agency: Merkle | Periscopix
Client: Heightsafe

Financial Services

Putting the interest back into savings – Marcus by Goldman Sachs & iProspect
Agency: iProspect
Client: Marcus by Goldman Sachs

In-House

#Romanovs100: AR Family Photo Album
Agency: RT
Client: RT

Recruitment

Your Army Needs You
Agency: Karmarama part of Accenture Interactive
Client: Capita for The British Army

Travel/Leisure/Sports

Nulla Puo Fermarci (Stop At Nothing)
Agency: AnalogFolk
Client: Nike

Automotive and Transport

Kia Dealer Coop Platform: Turning Dealers into Display Advertising Experts
Agency: Havas media group
Client: KIA

Retail

BMW: using data to target car buyers
Agency: Zone
Client: The BMW Group

Healthcare and Pharma

Amplifon Hearing App
Agency: Publicis Sapient
Client: Amplifon

Best Website Design

Delete ‘drives’ sell-out for The Open Championship
Agency: Delete
Client: The R&A

Most Effective use of Organic Search

Winning The Smart Traveller: SEO Performance Content Pilot in South Korea
Agency: RED2 DIGITAL
Client: Marina Bay Sands

Most Effective use of Paid Search

Journey Further & Sky: Innovative PPC delivers customer service and savings of £7m
Agency: Journey Further
Client: Sky

Digital Media Strategy

Peak Ace & Nets – The Digital Reinvention of a Nordic Payment Giant
Agency: Peak Ace AG
Client: Nets

Most Effective use of Affiliate Marketing

Very and vouchercloud: turning data into deals
Agency: vouchercloud
Client: Very

Viral Campaign

The Greggs Vegan Sausage Roll Launch
Agency: Greggs, Splendid Communications, Red Havas
Client: Greggs PLC

Sleeping Flags
Agency: Accenture Interactive
Client: O.N.E (The Organisation of National Ex-Service Personnel)

Most Effective Use of Mobile

Creating retail-traffic through intelligent GPS data/customer mapping
Agency: Havas media group
Client: Aldi

Technical Innovation

My Makeup Artist, an innovative beauty platform that combines makeup artistry and technology
Agency: Beamly (part of Coty)

Video Website/Video

The Open Diaries
Agency: RAPP UK
Client: The Open University

Integrated Marketing Campaign

Simple x Little Mix
Agency: TMW Unlimited
Client: Simple Skincare

Most Effective Use of Social Media

Grey LDN, WPP & Facebook: The United Nations – The People’s Seat
Agency: Grey London
Client: The United Nations

UX/Usability

Cyber-Duck - Lyk by Thomas Cook Money
Agency: Cyber-Duck Ltd
Client: Thomas Cook Money

Most Effective Use of Branded Content

Cover Portugal with NOS
Agency: Havas media group
Client: NOS

Mosquito and Zoflora: Crufts 2019
Agency: Mosquito Digital Ltd
Client: Zoflora

Most Effective Use of Data

iProspect and Eurostar - Joining the Dots for Smoother Customer Journeys
Agency: iProspect
Client: Eurostar

Paid Media Campaign

Beware of the Bugs
Agency: Torpedo
Client: Valneva UK

Most Effective Use of VR and AR

#Romanovs100: AR Family Photo Album
Agency: RT
Client: RT

Most Effective Use of AI/Machine Learning

Memory Lane
Agency: Accenture Interactive
Client: Stockholm Exergi

Best Tech Platform

Impact – The ultimate tech platform for partnerships
Agency: Impact

The DADI's took place at the Park Plaza, Westminster on October 9 2019. Register your interest for the 2020 awards here.

Partners of these awards are UKFast, TVTY, Attest and Winmo.

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