Categories

In addition to a big idea and proof of effectiveness in the outdoor campaign, the judges look for explanations regarding the use of research and data to inform the strategy such as planning tools, audience measurement and geo-demographic/lifestyle targeting.

New Category! Best use of digital in outdoor

This category rewards campaigns which demonstrate the best use of digital in outdoor. Digital platforms or technology should be central to the campaign idea and credit is given to campaigns which creatively engage through multiple copy changes, dynamic copy updates and links with social media.  Entries should explain how the digital element contributed to the success of the campaign and how it met the marketing objectives in terms of engagement, publicity and/or sales.

Best use of outdoor in a multi-media campaign

This category rewards the most outstanding strategy that uses significant outdoor advertising and at least one other media platform or medium to get its message across. Judges look at the roles of the media, relative weights, timings and regionality, how the media has worked together and how outdoor has contributed to the overall success of the campaign. A summary of all media used and campaign weights is an essential part of the entry.

Best use of multiple formats in outdoor

Judges look for success in a campaign which utilises two or more distinct advertising formats as part of an outdoor only campaign or within a wider multi-media initiative that has a substantial outdoor element. The overall strategy and use of outdoor should be explained, reasons should be given for a choice of formats and how they have been used creatively to best effect. Explanations for regional or local variations should be provided.

Best use of continuity in outdoor

This category specifically applies to outdoor campaigns that are worth more than £500,000 and have been live across two formats or more, for a continuous period of 15 days or more. Credit is given to brands which have made a long term commitment to outdoor, possibly throughout different campaigns. This category can be ideal for brands employing a recency strategy.

The winner should show why the campaign ran for longer than the standard two-week period and how the media plan made the most of this time-span or, alternatively, how the brand developed and used outdoor to build a strong presence over time. Campaigns that allow for changes of creative or format over the duration are eligible. This includes digital formats.

Best use of innovation in outdoor

This category rewards the application of innovative and creative thinking to a campaign in order to get the best results. This might involve the use of new technology or a special build – but simply using a new product or platform will not be enough to win this category. Indeed, using existing technology and formats in the thinking, planning and execution of a campaign can be equally impressive. New and effective collaborations, different ways of working and outstanding delivery, combined with clever insight, is rewarded by the judges.

Grand Prize Winner

The most outstanding of all the winning entries, in the judges’ opinion.