For the fifth time, the UK’s digital and creative industry gathered together to celebrate the best in digital stakeholder communications at the annual Digital Impact Awards. The 2014 awards showcased an industry that exhibits a maturity in the use of digital and social media across corporate communications.
This year’s Grand Prix winner, the Royal Navy and its partner E3, shows an innate understanding of how the organisation’s target audience wants to be communicated with. The Navy’s rebranded website approaches digital storytelling in a novel way and has seen a high level of engagement as a result.
DIA Awards
Other winners include Beats by Dr. Dre and this year’s Digital Agency of the Year R/GA, which has time and again engaged with a difficult Millennial audience in a way in which that audience is open to. It integrates social media into the brand proposition with ease and thus makes its communications more effective and efficient. Creativity was one of the night’s key characteristics as winning companies are thinking more laterally about their use of digital. Campaigns like Pepsi Max’s augmented reality bus stops combine humour and a solid message with a creative idea that bring communications to life through digital media.
“Digital is in the heart of communications and it is becoming increasingly integrated into campaigns,” founder of Cravenhill Publishing, Andrew Thomas, says. But that doesn’t mean we shouldn’t celebrate the digital components of successful campaigns, be they digitally integrated or digital-first campaigns in their own right. We congratulate all of the winners and shortlisted companies at this year’s Digital Impact Awards.”
In 2010, the UK’s digital landscape looked vastly different than it does today. Tech City was still a few upstart firms looking for convenient office space, now it’s a powerful association of leading social and digital businesses. Creatives across the comms industry were just coming to terms with the incorporation of digital media into their campaigns, now digital is almost always an essential addition to any communication.
Winners were announced at the annual awards gala at which guests were treated to dinner, a magician and the comedic stylings of Dominic Hall.
For more information about the Digital Impact Awards, contact Hannah.Hodges@communicatemagazine.co.uk or visit www.digitalimpactawards.com
The full list of winners is as follows:
Who won what
Deliverables
Best corporate website Gold – BG Group and Addison GroupGold – Interserve plc and PurestoneSilver – Tesco and Addison Group Bronze – Royal Navy and E3Highly commended – Lloyds Banking Group and DigitasLBiHighly commended – Nutreco and eFocus
Best corporate appGold – Orange and E3 Silver – Turkcell HesabımBronze – Brandtone and BeemHighly commended – Arup and Wardour Highly commended – Turkcell Platinum
Best use of mobile and portable devicesSilver – Barclays Bank plcBronze – PayPal and PurestoneBronze – Sony and IsobarHighly commended – Microsoft Xbox and UM London
Best use of digital to aid a CR campaignGold – Samsung ElectronicsSilver – Aviva plc
Best digital rebrandGold – Turkcell and R/GA LondonSilver – Royal Navy and E3Bronze – Fliks.co.uk and ImperoHighly commended – Ooredoo and Havas Media Middle EastHighly commended – Tesco and Addison Group
Best use of online videoGold – The King’s FundGold – Microsoft and UM LondonSilver – Sony Mobile and DigitasLBiBronze – Danone Waters – Volvic and Kameleon WorldwideHighly commended – NATS
Best corporate viral campaignGold – Beats by Dr. Dre and R/GA LondonSilver – Xbox (‘Keycode’) and UM LondonBronze – Compassion in World Farming and Catsnake FilmHighly commended – Historic Scotland and Storm ID
Best digital communication as part of an integrated campaignGold – Beats By Dr. Dre and R/GA LondonSilver – Microsoft Office 365 and UM LondonBronze – Marie Curie Cancer CareHighly commended – 3M Scotch and EscapadeHighly commended – Xbox and UM London
Social media
Best use of existing social media platforms (small budget) Gold – Philips and Emanate for OneVoiceConnect Silver – Expedia Media SolutionsBronze – DigitasLBi #RaveCaveBronze – Museum of London and Bloom Worldwide Highly commended – IKEA and iProspectHighly commended – University of Cambridge Judge Business School Executive Education and Touchpoint Digital
Best use of existing social media platforms (medium budget)Gold – Kellogg’s Krave and IsobarSilver – Twentieth Century Fox Home Entertainment and Way To BlueBronze – Carlsberg UK and DigitasLBiHighly commended – Nectar and Freestyle Interactive
Best development of proprietary social media platforms Gold – Autism West Midlands
Best development of proprietary social media tools Gold – Commetric
Best community developmentGold – Autism West MidlandsSilver – element14Bronze – NATS and MSLGROUPBronze – RenewableUK and Hill+KnowltonHighly commended – Creativepool
Best use of digital to an internal audience
Best intranet Gold – Healthwatch EnglandSilver – Dana Petroleum and ComprendBronze – International Personal Finance and Branded3
Best digital employee communicationGold – Tesco and Mandarin Kite Silver – Willis Group and OmobonoBronze – Post Office and GR/DD & ABBronze – Roche Products Ltd and theblueballroomltdHighly commended – Associated British Foods and MSLGROUPHighly commended – Brandtone and Beem
Best use of digital to an investment audience
Best online annual reportGold – Legal & General and nexxarSilver – Centrica plc and Addison GroupSilver – Standard Chartered Bank and MSLGROUPBronze – Tesco and Addison GroupHighly commended – BT and MSLGROUP
Best use of digital to aid media relations
Best online newsroomGold – adidas and TheNewsMarketSilver – Centrica plc and Addison GroupHighly commended – Panasonic UK and mynewsdesk
Evaluation
Best evaluation strategyBronze – VimpelCom and Ex Libris MRA
Sector
Best use of digital in the charity, NGO or NFP sectorGold – Marie Curie Cancer CareSilver – Royal Navy and E3Bronze – Team GB and TamarBronze – UNICEF UK and IgnitionOneHighly commended – Science Museum and Redweb
Best use of digital in the energy and utilities sectorSilver – RenewableUK and Hill+KnowltonHighly commended – Peabody energy
Best use of digital in the financial services sector Gold – NatWest Intention and SapientNitroSilver – NatWest Auto and SapientNitroBronze – City Index and Branded3Highly commended – Barclays Bank plcHighly commended – PayPal and Purestone
Best use of digital in the professional services sector Gold – PA Consulting Group and OmobonoSilver – Foosle and Hill+KnowltonBronze – WYG and 9xb
Best use of digital in the technology, media and telecommunications sector Gold – ITV Studios and RawnetGold -Turkcell and R/GA LondonSilver – Google UK Ltd and R/GA LondonBronze – Warner Bros. and TH_NKHighly commended – Xbox (‘Keycode’) and UM London
Best use of digital in the engineering and manufacturing sectorGold – RS Components and Freestyle InteractiveSilver – Infineum International Ltd and Bray LeinoHighly commended – Arup and Wardour
Best use of digital in the food and beverage sectorGold – Pepsi Max and AMVBBDOSilver – Diageo Baileys and R/GA LondonBronze – Kellogg’s Krave and IsobarHighly commended – Brancott Estate Pioneers and Impero
Best use of digital in the retail sector Gold – IKEA and iProspectSilver – Philips and Emanate for OneVoiceConnectBronze – Bathstore and 9xbHighly commended – Sainsbury’s and AMVBBDO
Best use of digital in the travel and leisure sectorGold – South African Tourism Board and UM LondonSilver – Virgin Holidays Cruises and Branded3Bronze – Emirates Airline and Havas Media Middle EastBronze – The R&A and Storm ID Highly commended – NATS and MSLGROUPHighly commended – Tourism Ireland and iProspect
Best use of digital in the healthcare sectorGold – AXA PPP healthcare and BOTTLEHighly commended – skn and Tamar
Best use of digital in the property sector Gold – Interserve plc and PurestoneSilver – Express Bi-folding Doors and 9xbBronze – Willmott Dixon and MadeByPiHighly commended – Lend Lease and Kolab Digital
Best use of digital in the public sectorGold – Royal Navy and E3Bronze – The National Galleries of Scotland and Storm IDHighly commended – The Scottish Government and Storm ID
Digital campaign of yearRoyal Navy and E3
Digital agency of the yearR/GA London
Authors: The Pixel Works