Winners Announced for Europe’s Prestigious MIXX Awards and Research Awards 2021!

IAB Europe is delighted to announce the 2021 winners for our prestigious MIXX Awards Europe and IAB Europe Research Awards.

The annual award competitions showcase the very best of digital advertising from across Europe. 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 of IAB Europe’s MIXX & Research awards were announced at IAB Europe’s Interact event on the 25th May. Interact is IAB Europe’s flagship annual event which brings together hundreds of stakeholders across Europe to discuss and debate the latest industry developments.

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.

 

THE 2021 MIXX AWARDS EUROPE WINNERS 

 

GRAND PRIX

Campaign:L’Enfant Bleu – The Fortnite Undercover Avatar

Submitted by: Havas Sports & Entertainment

Advertiser: L’Enfant Bleu

Video: https://www.youtube.com/watch?v=LEIeQI6LZlc&feature=youtu.be

 

Brand Advertising Campaign

SILVER 

Campaign: #NoMoreTags

Submitted by: Koton

Media Agency: Speed Media

Video: https://youtu.be/g_unmJjW0ZA

BRONZE 

Campaign: Furiously Fast Premier League with CANAL+

Submitted by: Havas Media Warsaw and Havas Warsaw (creative agency)

Advertiser: CANAL+

Video: https://youtu.be/0vaPjjWpcdc

BRONZE

Campaign: Dove #ShowUs Russia Y2

Submitted by: Initiative Russia

Advertiser: Dove/Unilever

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Branded Content

BRONZE

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 Effectiveness

GOLD

Campaign: Furiously Fast Premier League with CANAL+

Submitted by : Havas Media Warsaw and Havas Warsaw (creative agency)

Advertiser: CANAL+

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

SILVER 

Campaign: get through the hardships, get online

Submitted by : proof.

Advertiser: CloudCart Bulgaria

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

BRONZE

Campaign: Bankinter, the Bank that Sees MONEY the Way You Do

Submitted by:: Havas Media Spain, Sioux Meet Cyranos

Advertiser: Bankinter

Video: https://youtu.be/q5BdqI6OFCY

BRONZE

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

 

Digital Audio Advertising

SILVER

Campaign: Listen Up! Delivering personalised audio ads at scale for Bose

Submitted by: A Million Ads

Advertiser: Bose

Video: https://youtu.be/AICURYEivBg

SILVER 

Campaign: Mental Airbag

Submitted by: Wavemaker Hungary

Advertiser: BMW Group Hungary

Video: https://youtu.be/AICURYEivBg

BRONZE

Campaign: To Be a Girl Child in the Changing World

Submitted by: Digital Partners

Advertiser: Aydin Dogan Foundation

Video: https://youtu.be/AICURYEivBg

 

Digital OOH Advertising

GOLD

Campaign: Dogvertising

Submitted by: MediaCom

Advertiser: Pedigree Dentastix

Video: https://youtu.be/jktB-_zSFp0

SILVER 

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 

SILVER

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

BRONZE

Campaign: How to train a machine

Submitted by: Mediaworks (part of Core)

Advertiser: Liberty Insurance

Video: not submitted

 

Effective Use of Data

GOLD

Campaign: Water Index by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video:https://vimeo.com/386191013

SILVER 

Campaign: Dogvertising

Submitted by: MediaCom

Advertiser: Pedigree Dentastix

Video: https://youtu.be/jktB-_zSFp0

 

Games & E-Sports

GOLD

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

SILVER 

Campaign: #GamingWithoutBarriers

Submitted by: Fantasyexpo & Polska Liga Esportowa

Advertiser: Fantasyexpo & Polska Liga Esportowa

Video: https://youtu.be/aXwGIWXlDTw

 

Influencer Marketing

BRONZE

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=

 

Integrated Advertising

GOLD

Campaign: Cif – Beautiful When Clean

Submitted by: Mindshare

Advertiser: Unilever / Cif

Video: https://vimeo.com/396921353

SILVER

Campaign: #wakeupafter6pm

Submitted by: proof.

Advertiser: fritz-kola

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

BRONZE

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

 

Native Advertising

BRONZE

Campaign: PUMA Alonzo’s Virtual Music Tour on GTA

Submitted by: Havas Sports & Entertainment Paris

Advertiser: PUMA

Video: https://youtu.be/aXwGIWXlDTw

 

Non-Profit / Corporate Social Responsibility

GOLD 

Campaign:L’Enfant Bleu – The Fortnite Undercover Avatar

Submitted by: Havas Sports & Entertainment

Advertiser: L’Enfant Bleu

Video: https://www.youtube.com/watch?v=LEIeQI6LZlc&feature=youtu.be

SILVER 

Campaign: Fair Tales

Submitted by: PunchBBDO

Advertiser: Odeabank

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

SILVER 

Campaign: Water Index by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video:https://vimeo.com/386191013

BRONZE

Campaign: Cif – Beautiful When Clean

Submitted by: u-Studio powered by Oliver

Advertiser: Unilever / Cif

Video: https://vimeo.com/396921353

BRONZE

Campaign: #GamingWithoutBarriers

Submitted by: Fantasyexpo & Polska Liga Esportowa

Advertiser: Fantasyexpo & Polska Liga Esportowa

Video: https://youtu.be/aXwGIWXlDTw

 

Offline Digitalisation

SILVER 

Campaign: Hayrats – The Waterless Fountains by Finish

Submitted by: Havas Media Turkey

Advertiser: Reckitt Benckiser / Finish

Video: https://youtu.be/jktB-_zSFp0

 

Product Innovation

SILVER

Campaign: Green Look

Submitted by: Wavemaker Hungary

Advertiser: Romani

Video: https://youtu.be/jktB-_zSFp0

BRONZE

Campaign: VakifBank Mirriad Project

Submitted by: Papillon Istanbul

Advertiser: VakifBank

Video: https://youtu.be/J030z3KgBA0

 

Search Advertising

GOLD

Campaign: search against violence

Submitted by: proof.

Advertiser: Avon Bulgaria

Video: https://www.youtube.com/watch?v=f7orLpfjwXk

 

Social Media

GOLD

Campaign: fruits of diplomacy

Submitted by : proof.

Advertiser: kasaba

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

SILVER 

Campaign: Pit Story

Submitted by : Publicis Emil Turkey

Advertiser: Mercedes-Benz Turkey

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

BRONZE

Campaign: Rexona fantastic teens IGTV series

Submitted by : Initiative

Advertiser: Rexona / Unilever

Video: https://www.youtube.com/watch?v=SPdKQQfaoZ8&t=

 

Video Advertising

SILVER

Campaign: Furiously Fast Premier League with CANAL+

Submitted by: Havas Media Warsaw and Havas Warsaw (creative agency)

Advertiser: CANAL+

Video: https://youtu.be/0vaPjjWpcdc

 

Virtual and Augmented Reality

BRONZE

Campaign: PUMA Alonzo’s Virtual Music Tour on GTA

Submitted by: Havas Sports & Entertainment Paris

Advertiser: PUMA

Video: https://youtu.be/aXwGIWXlDTw

BRONZE

Campaign: Zoetis Cydectin Triclamox VR

Submitted by: Format C

Advertiser: Zoetis

Video: https://youtu.be/aXwGIWXlDTw

 

[NEW] Best use of CTV

BRONZE

Campaign: VakifBank Mirriad Project

Submitted by: Papillon Istanbul

Advertiser: VakifBank

Video: https://youtu.be/jktB-_zSFp0

 

 

RESEARCH AWARD WINNERS 2021 

GRAND PRIX

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?”

 

Audience Measurement

The Jury awarded no awards to campaigns in this category.

 

Best Use of Research Budget

SILVER

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. In this collaboration between MeMo², Ahold Delhaize and Publicis Groupe 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.

 

Brand Advertising Effectiveness

SILVER 

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

 

Consumer Attitudes and Behaviour

GOLD

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.

SILVER 

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

GOLD

MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales

BRONZE

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

SILVER 

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

GOLD

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?”

BRONZE

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.

 

Digital Advertising Formats

BRONZE

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?

 

Research Innovation

GOLD

PwC: ISBA / AOP / PwC Programmatic Supply Chain Transparency Study

SILVER 

Verizon Media:  Fabric of Reality – Measuring the impact of VR

BRONZE

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

 

 

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