Winners Will be Announced on 25th May!
20th May, 2021, Brussels, Belgium: IAB Europe is delighted to announce the shortlist of finalists for the prestigious MIXX Awards Europe and IAB Europe Research Awards 2021. The annual award competitions showcase the very best of digital advertising from across Europe. Winners of the awards are renowned in the industry for delivering some of the best impactful and innovative work that Europe has ever seen!
Celebrating and sharing the very latest innovations in digital advertising research and campaign development is a key IAB Europe objective and we would like to thank everyone who took the time to enter.
IAB Europe would like to thank all of the jury of experts from across the digital advertising and research industry who dedicated hours of their time to reviewing and discussing all entries. This year’s jury includes experts from BBC Global News, Bloomberg Media, Bauer Media, Coca-Cola, Havas Media Group, Google, GroupM, Publicis Media, PHD, PubMatic, S4M, TikTok, Vodafone, Visa and WarnerMedia.
Winners Announced at IAB Europe's Flagship Virtual Event 'Interact' on 25th May
The winners will be announced at IAB Europe's Interact event on the 25th May. Across three afternoons on the 25th, 26th and 26th May, we will be streaming live with a series of panel discussions and keynotes on the Digital New Deal, as we aim to take stock of what is needed to ensure a sustainable and innovative future for Digital Advertising. We have a stellar line-up of speakers confirmed, including Věra Jourová, Vice-President of the European Commission for Values and Transparency, Simon McDougall, Deputy Commissioner - Regulatory Innovation and Technology, ICO, Tina Beuchler, Global Media & Agency Operations, Nestlé, and Terence Kawaja, Founder and CEO of LUMA Partners.
THE 2021 SHORTLIST
MIXX AWARDS EUROPE
Brand Advertising
Campaign: #NoMoreTags
Submitted by: Koton
Media Agency: Speed Media
Video: https://youtu.be/g_unmJjW0ZA
Campaign: Furiously Fast Premier League with CANAL+
Submitted by: Havas Media Warsaw, Creative Agency Havas Warsaw
Advertiser: CANAL+
Video: https://youtu.be/0vaPjjWpcdc
Campaign: We don't know! We're just asking questions!
Submitted by: Sector 7 Hub
Advertiser: Catmobile.ro
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Campaign: Dove #ShowUs Russia Y2
Submitted by: Initiative Russia
Advertiser: Dove/Unilever
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Campaign: Bank of Green Changes
Submitted by: Havas Media
Advertiser: BNP Paribas
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Branded Content
Campaign: Connecting Irish Women through Branded Content with An Post
Submitted by: Core
Advertiser: An Post
Video: https://www.youtube.com/watch?v=znDYTQlQMFc&feature=youtu.be
Campaign: Coca-Cola Screentime
Submitted by: Carat Media Turkey
Advertiser: Coca-Cola
Video: https://youtu.be/g_unmJjW0ZA
Campaign: Experience Management Platform
Submitted by: Neodigital
Advertiser: Tadım
Video: https://youtu.be/k6BzmevwOys
Campaign: Cif - Beautiful When Clean
Submitted by: u-Studio powered by Oliver
Advertiser: Unilever / Cif
Video: https://vimeo.com/396921353
Campaign: FIX FILIA (Fix Friendship)
Submitted by: DPG Digital Media
Advertiser: Fix Hellas / Olympic Brewery
Video: not submitted
Campaign: Eduard, the Urban Farmer
Submitted by: Saatchi & Saatchi + The Geeks
Advertiser: Edenia / Macromex
Video: https://youtu.be/blzpHgzTDpM
Campaign: KUBETI - "UNLOCK THE TOTEM"
Submitted by: Sunday Media
Advertiser: Kubeti / Ficosota Food
Video: https://youtu.be/blzpHgzTDpM
Campaign Effectiveness
Campaign: get through the hardships, get online
Submitted by : proof.
Advertiser: CloudCart Bulgaria
Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
Campaign: Furiously Fast Premier League with CANAL+
Submitted by : Havas Media Warsaw, Creative Agency Havas Warsaw
Advertiser: CANAL+
Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
Campaign: Bankinter, the Bank that Sees MONEY the Way You Do
Submitted by:: Havas Media Spain
Advertiser: Bankinter
Video: https://youtu.be/q5BdqI6OFCY
Campaign: Experience Management Platform
Submitted by: Neodigital
Advertiser: Tadım
Video: https://youtu.be/k6BzmevwOys
Campaign: Wilkinson - Sharpening Your Style Since 1772: Gaming
Submitted by: Wavemaker Poland, TeamPlay Poland, Artcore Poland
Advertiser: Wilkinson / Edgewell Personal Care?
Video: https://vimeo.com/386191013
Campaign: How to scale based on abandoners
Submitted by:Data Revolt Agency
Advertiser: YOXO (Orange Romania)
Video: https://youtu.be/0vaPjjWpcdc
Digital Audio Advertising
Campaign: Listen Up! Delivering personalised audio ads at scale for Bose
Submitted by: A Million Ads
Advertiser: Bose
Video: https://youtu.be/AICURYEivBg
Campaign: Mental Airbag
Submitted by: Wavemaker Hungary
Advertiser: BMW Group Hungary
Video: https://youtu.be/AICURYEivBg
Campaign: To Be a Girl Child in the Changing World
Submitted by: Digital Partners
Advertiser: Aydin Dogan Foundation
Video: https://youtu.be/AICURYEivBg
Campaign: Magnum 3D Spotify Audio
Submitted by: Mindshare Turkey
Advertiser: Unilever / Magnum
Video: https://youtu.be/AICURYEivBg
Campaign: Speed Limited Radio Spots
Submitted by: Publicis Emil Turkey
Advertiser: Mercedes-Benz Turkey
Video: https://youtu.be/jktB-_zSFp0
Digital OOH Advertising
Campaign: Dogvertising
Submitted by: MediaCom
Advertiser: Pedigree Dentastix
Video: https://youtu.be/jktB-_zSFp0
Campaign: Symulakra - a sculpture created by the forces of the city
Submitted by: Screen Network / panGenerator
Advertiser: Screen Network / panGenerator
Video: https://youtu.be/jktB-_zSFp0
Direct Response / Lead Generation
Campaign: How to train a machine
Submitted by: Mediaworks (part of Core)
Advertiser: Liberty Insurance
Video: not submitted
Campaign: How to scale based on abandoners
Submitted by:Data Revolt Agency
Advertiser: YOXO (Orange Romania)
Video: https://youtu.be/0vaPjjWpcdc
Campaign: Domino’s Most Awakened – Rewarding Late Night NBA Fans… the Next Day
Submitted by: Arena Media Spain
Advertiser: Domino’s Pizza
Video: not submitted
Campaign: Hacking Global Growth in Cybersecurity
Submitted by: Kaspersky & iProspect
Advertiser: Kaspersky
Video: not submitted
Campaign: The Magic Remote
Submitted by: Hype
Advertiser: BMW
Video: https://youtu.be/jktB-_zSFp0
Campaign: Germanos - COVID-19 – Real-Time Response to meet changing demand
Submitted by: Mindshare
Advertiser: Germanos
Video: https://youtu.be/jktB-_zSFp0
Effective Use of Data
Campaign: Dogvertising
Submitted by: MediaCom
Advertiser: Pedigree Dentastix
Video: https://youtu.be/jktB-_zSFp0
Campaign: Speed Limited Radio Spots
Submitted by: Publicis Emil Turkey
Advertiser: Mercedes-Benz Turkey
Video: https://youtu.be/jktB-_zSFp0
Campaign: Water Index by Finish
Submitted by: Havas Media Turkey
Advertiser: Reckitt Benckiser / Finish
Video:https://vimeo.com/386191013
Campaign: Coca-Cola Support Your Locals with "DCO"
Submitted by: Carat
Advertiser: Coca-Cola
Video:https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
Games & E-Sports
Campaign:L’Enfant Bleu - The Fortnite Undercover Avatar
Submitted by: Havas Sports & Entertainment Paris
Advertiser: L’Enfant Bleu
Video: https://www.youtube.com/watch?v=LEIeQI6LZlc&feature=youtu.be
Campaign: Coca-Cola e-Euro 2020
Submitted by: Carat
Advertiser: Coca-Cola
Video: https://www.youtube.com/watch?v=UTSJxXIKicA&feature=youtu.be
Campaign: CYBERPUNK 2077
Submitted by: Havas Media
Advertiser: CD PROJECT RED
Video: https://youtu.be/aXwGIWXlDTw
Campaign: PUMA Alonzo's Virtual Music Tour on GTA
Submitted by: Havas Sports & Entertainment Paris
Advertiser: PUMA
Video: https://youtu.be/aXwGIWXlDTw
Campaign: Wilkinson - Sharpening Your Style Since 1772: Gaming
Submitted by: Wavemaker Poland, TeamPlay Poland, Artcore Poland
Advertiser: Wilkinson / Edgewell Personal Care?
Video: https://youtu.be/aXwGIWXlDTw
Campaign: #GamingWithoutBarriers
Submitted by: Fantasyexpo & Polska Liga Esportowa
Advertiser: Fantasyexpo & Polska Liga Esportowa
Video: https://youtu.be/aXwGIWXlDTw
Influencer Marketing
Campaign: Trésor x LeStream: A story of mystery, engagement, and redemption.
Submitted by: Carat
Advertiser: Kellogg’s Trésor
Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
Campaign: Rexona fantastic teens IGTV series
Submitted by : Initiative
Advertiser: Rexona / Unilever
Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
Campaign: Furiously Fast Premier League with CANAL+
Submitted by : Havas Media Warsaw, Creative Agency: Havas Warsaw
Advertiser: CANAL+
Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
Campaign: KUBETI - "UNLOCK THE TOTEM"
Submitted by: Sunday Media
Advertiser: Kubeti / Ficosota Food
Video: https://youtu.be/blzpHgzTDpM
Campaign: PUBG MOBILE New Year's Eve
Submitted by: Dimi Advertising Agency
Advertiser: PUBG MOBILE
Video: https://youtu.be/blzpHgzTDpM
Integrated Advertising
Campaign: We don't know! We're just asking questions!
Submitted by: Sector 7 Hub
Advertiser: Catmobile.ro
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Campaign: Cif - Beautiful When Clean
Submitted by: Mindshare
Advertiser: Unilever / Cif
Video: https://vimeo.com/396921353
Campaign: Bank of Green Changes
Submitted by: Havas Media
Advertiser: BNP Paribas
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Campaign: Box Food App: a new player enters the Greek market
Submitted by: MINDSHARE
Advertiser: BOX
Video: not submitted
Campaign: #wakeupafter6pm
Submitted by: proof.
Advertiser: fritz-kola
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Native Advertising
Campaign: PUMA Alonzo's Virtual Music Tour on GTA
Submitted by: Havas Sports & Entertainment Paris
Advertiser: PUMA
Video: https://youtu.be/aXwGIWXlDTw
Campaign: Volvo A Million More
Submitted by: Mindshare Turkey
Advertiser: Volvo
Video: https://youtu.be/aXwGIWXlDTw
Non-Profit / Corporate Social Responsibility
Campaign:L’Enfant Bleu - The Fortnite Undercover Avatar
Submitted by: Havas Sports & Entertainment Paris
Advertiser: L’Enfant Bleu
Video: https://www.youtube.com/watch?v=LEIeQI6LZlc&feature=youtu.be
Campaign: Cif - Beautiful When Clean
Submitted by: u-Studio powered by Oliver
Advertiser: Unilever / Cif
Video: https://vimeo.com/396921353
Campaign: Bank of Green Changes
Submitted by: Havas Media
Advertiser: BNP Paribas
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Campaign: Fair Tales
Submitted by: Havas Media / Sales&More / Publicis / VMLY&R Poland / Point of View
Advertiser: Odeabank
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Campaign: Water Index by Finish
Submitted by: Havas Media Turkey
Advertiser: Reckitt Benckiser / Finish
Video:https://vimeo.com/386191013
Offline Digitalisation
Campaign: Hayrats – The Waterless Fountains by Finish
Submitted by: Havas Media Turkey
Advertiser: Reckitt Benckiser / Finish
Video: https://youtu.be/jktB-_zSFp0
Campaign: The Magic Remote
Submitted by: Hype
Advertiser: BMW
Video: https://youtu.be/jktB-_zSFp0
Product Innovation
Campaign: VakifBank Mirriad Project
Submitted by: Papillon Istanbul
Advertiser: VakifBank
Video: https://youtu.be/J030z3KgBA0
Campaign: Green Look
Submitted by: Wavemaker Hungary
Advertiser: Romani
Video: https://youtu.be/jktB-_zSFp0
Campaign: Bank of Green Changes
Submitted by: Havas Media
Advertiser: BNP Paribas
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Search Advertising
Campaign: search against violence
Submitted by: proof.
Advertiser: Avon Bulgaria
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Campaign: Performance in a Box
Submitted by: Generation Y - International eBusiness Hub
Advertiser: Box Pharmacy / Generation Y - International eBusiness Hub
Video: not submitted
Campaign: Praktiker Hellas – Google Ads Search Advertising Strategy
Submitted by: adjust.
Advertiser: Praktiker Hellas
Video: not submitted
Campaign: The illusionist
Submitted by: Hype
Advertiser: Turkcell
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Social Media
Campaign: Pit Story
Submitted by : Publicis Emil Turkey
Advertiser: Mercedes-Benz Turkey
Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
Campaign: fruits of diplomacy
Submitted by : proof.
Advertiser: kasaba
Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
Campaign: Rexona fantastic teens IGTV series
Submitted by : Initiative
Advertiser: Rexona / Unilever
Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
Campaign: Mix Up Your Summer
Submitted by : L2 Agency
Advertiser: Mirinda/ PepsiCo
Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
Campaign: Omniasig Home Insurance - Sandu The Scotch Tape Master
Submitted by : V8 Interactive Advertising
Advertiser: Omniasig
Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
Video Advertising
Campaign: Furiously Fast Premier League with CANAL+
Submitted by: Havas Media Warsaw, Creative Agency: Havas Warsaw
Advertiser: CANAL+
Video: https://youtu.be/0vaPjjWpcdc
Campaign: VIA VAI speeding towards omnichannel video success
Submitted by: Fingerspitz
Advertiser: VIA VAI
Video: https://youtu.be/0vaPjjWpcdc
Campaign: We don't know! We're just asking questions!
Submitted by: Sector 7 Hub
Advertiser: Catmobile.ro
Video: https://www.youtube.com/watch?v=f7orLpfjwXk
Campaign: Bankinter, the Bank that Sees MONEY the Way You Do
Submitted by:: Havas Media Spain
Advertiser: Bankinter
Video: https://youtu.be/q5BdqI6OFCY
Virtual and Augmented Reality
Campaign: PUMA Alonzo's Virtual Music Tour on GTA
Submitted by: Havas Sports & Entertainment Paris
Advertiser: PUMA
Video: https://youtu.be/aXwGIWXlDTw
Campaign: Zoetis Cydectin Triclamox VR
Submitted by: Format C
Advertiser: Zoetis
Video: https://youtu.be/aXwGIWXlDTw
Campaign: ARZU SABANCI FOR KOTON AUGMENTED REALITY APP
Submitted by: Koton / Speed Media
Advertiser: Koton
Video: https://youtu.be/aXwGIWXlDTw
Campaign: Pit Story
Submitted by : Publicis Emil Turkey
Advertiser: Mercedes-Benz Turkey
Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=
[NEW] Best use of CTV
Campaign: VakifBank Mirriad Project
Submitted by: Papillon Istanbul
Advertiser: VakifBank
Video: https://youtu.be/jktB-_zSFp0
RESEARCH AWARDS
Audience Measurement
MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales
MeMo² developed a unique research roadmap in which factual media contacts amongst real shoppers was correlated with Brand & daily Sales uplift data from individual supermarket checkouts. Media contacts were 100% passively registered through a mobile-based measurement platform, THX. (winner IAB Europe 2020), including the exposure to instore advertising by tracking store visits of real consumers.
Best Use of Research Budget
MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales
Annalect Nordics: Telenor Omnichannel Platform with Campaign AI Engine
Annalect has developed a comprehensive omnichannel platform using advanced AI modelling combined with a unique campaign mapping engine that enables clients to distinguish detailed creative effects from effects from sheer media pressure.
Brand Advertising Effectiveness
Annalect Netherlands: Driving marketing measurement accuracy through geo lift calibration in Marketing Mix Modeling
This research project encompasses ground-breaking Marketing Mix Modeling (MMM) for PepsiCo. The goal was to estimate impact of marketing and other factors on sales for Lays through Bayesian MMM, while integrating geo-experimental results, to significantly improve scenario planning and testing for marketing investments.
MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales
Consumer Attitudes and Behaviour
Kantar: Kantar’s COVID-19 Barometer: In March 2020, Kantar created The COVID-19 Barometer. The largest study into how consumers were being impacted by the pandemic. Created in days, with unparalleled breadth, depth and frequency, ‘the Barometer’ guided Kantar and our clients through the first year of the pandemic.
Annalect Nordics: Effective activation of McDonald’s 1st party data
With over 20+ years of experience with handling big data and computing complex statistical models for our clients, Annalect Nordics have developed a new CRM insights platform to engage clients 1st party data and optimize internal CRM communication, corporate strategies and customized marketing communication. Our Machine learning platform is designed to support the strategy for increasing customer engagement, decreasing the customer churn, and improving the overall customer experience within a company.
Annalect Netherlands: Up to 50% of Dutch young adults partially unreachable with digital ads due to Adblockers
Adblockers have been discussed often in the media in the Netherlands and abroad. However, local data on the use of adblockers was not available and media planners could not effectively take adblocker usage into account when planning campaigns.
Cross Media Measurement
Annalect Nordics: Effective activation of McDonald’s 1st party data
MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales
Dentsu: This is how Elgiganten changed retail – with the use of Dentsu’s Ecosystem Modelling
For decades, the retail industry has used physical leaflet advertising as one of the main drivers to push sales, and with great success. However, Elgiganten (Nordic market leading electronics and home appliances reseller) disrupted the retail industry by phasing out physical leflets during 2020.
Data Effectiveness
Annalect Nordics: Annalect’s CRM platform is developed on top of McDonald’s sales systems, CRM platform and data from public databases to enrich prediction scores.
Digital Advertising and Marketing Industry Insights
PwC: ISBA / AOP / PwC Programmatic Supply Chain Transparency Study
Two years ago the UK advertiser body (ISBA) and premium publisher body (AOP) tasked PwC with solving this key business challenge: “What do my programmatic supply chains really look like?”
Teads: The Effect of Creative Optimisations on Attention and Brand Metrics
Although the impact of creative quality on media effectiveness has been a well-researched topic, research has often focused on famous brands, standout campaigns and the best creativity that the advertising industry has to offer. But research on creative effectiveness has often lacked practical application for marketers looking to extract the most value from their assets and nowhere is this truer than with digital video.
MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales
Dentsu: This is how Elgiganten changed retail – with the use of Dentsu’s Ecosystem Modelling
Digital Advertising Formats
Verizon Media: Fabric of Reality - Measuring the impact of VR
Verizon Media saw an opportunity to disrupt and reinvent fashion shows at a time of Covid-19 and sustainability pressures, showing how virtual reality (VR) could become a compelling companion.
Verizon Media, in partnership with Kaleidoscope, Museum of Other Realities & the Fashion Innovation Agency launched the ‘Fabric of Reality’ (FoR) a first of its kind, VR fashion show to drive awareness of Verizon Media’s state-of-the-art production studio & the compelling next-gen experiences it can produce.
Teads: Creating engaging mobile advertising with or without sound
Most marketers believe that audio is a critical element in making successful TV advertising. There is indeed evidence that supports this notion on a TV screen but how does this apply to mobile where video can be consumed on mute?
Kantar: Media Reactions: where great ads thrive
Media Reactions is a new Kantar study, which introduces a global ad equity ranking for media channels and media brands. It is designed to help both media and advertiser brands navigate a way through these choppy waters, by providing a longer-term perspective on what people expect from advertising environments, particularly content-led and social media.
Research Innovation
Verizon Media: Fabric of Reality - Measuring the impact of VR
PwC: ISBA / AOP / PwC Programmatic Supply Chain Transparency Study
MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales
Digital Researcher of the Year
Anita Caras - Insights Director, EMEA - Verizon Media
Alexander Oude Elferink - EMEA Data Scientist - Annalect Netherlands
