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
