DMA UK Awards

Celebrating campaigns that show the best thinking, innovation and results in direct marketing.

Browse latest case studies


About the Awards

The DMA UK Awards use a rigorous judging process across strategy, creativity and results to encourage the evolution of one-to-one marketing and create benchmarks for excellence.

The most recent Awards were announced in December 2017 and all the winning case studies are available to read here on WARC.

Find out more about the DMA UK

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Grand Prix

British Army

This is belonging

Brand The British Army
Agency Karmarama

The British Army used tagging technology, machine learning and AI to change its communication strategy and successfully increase applications among different target groups across the UK.

The campaign featured real soldiers showcasing moments of belonging, achieving a 139% increase in completed applications for regular officers and an 80% uplift for reserve soldiers.


Selected Gold winners

Martini

Martini DJ Bot

Brand Bacardi
Agency Proximity London
Category Best use of social media

Bacardi created a Facebook chatbot integrated with Spotify to connect with millennials and give them the summertime feeling as winter approached.

Cadbury

Creme Egg Hunting Season

Brand Mondelez - Cadbury
Agency Elvis
Category Best integrated campaign

Cadbury drove desirability and urgency to purchase its creme egg product by inventing a whole new season: Cadbury Creme Egg Hunting Season.

National Trust

Creating connections that go beyond concessions

Brand National Trust
Agency Medialab Group
Category Best customer acquisition campaign

The National Trust put value at the heart of its strategy and used more online channels to encourage new members to join and existing members to renew.

Scope

Mindful Monsters

Brand Scope
Agency Open and Good Innovation
Category Best creative solution

Scope created Mindful Monster character cards to attract new audiences and regular donors.


The RNLI

Communication Saves Lives

Brand The RNLI
Agency Proximity London
Category Charity

The RNLI persuaded the public to consent to being contacted by the brand, by producing a powerful call to arms, 'Communication saves lives'.

Further Gold winners

Leave them something that they will appreciate

Brand Co-op Funeralcare
Agency PSONA
Category Financial services

A Solar Collaboration

Brand E.ON
Agency Engine
Category Best brand building campaign

A 1960s replica to reach a new generation of drivers

Brand Fiat
Agency Krow Communications
Category Best use of mail

The old-school gentleman's club, for a digital age

Brand Hackett
Agency ICLP
Category Retail

Wimbledon's first AI tennis pundit

Brand IBM
Agency OgilvyOne
Category Best digital experience

A cross-stitched email sent in the post

Brand IKEA
Agency LIDA
Category Best design or art direction

Take a flight into the near-future

Brand Inmarsat Aviation
Agency OgilvyOne Business
Category Best B2B

Creating a test drive purely through sound

Brand Lexus UK
Agency DigitasLBi
Category Automotive

A year in the life of you and O2

Brand O2
Agency LIDA
Category Best loyalty or CRM programme

Don't let money come between friends

Brand PayPal
Agency RAPP UK
Category Best use of the moving image or audio

Finding your way for free in Britain's snap election

Brand The Economist
Agency Proximity London and UM London
Category Entertainment, publishing and gaming

Turning the daily commute into a journey towards a better career

Brand The Open University
Agency LIDA
Category Best writing

A virtual shopfront showcasing real-time digital offers

Brand Very/Shop Direct
Agency Posterscope
Category Best out of home

Stress-free comms, home to holiday and back

Brand Virgin Holidays
Agency Proximity London
Category Best customer journey

Your journey, your rules

Brand Virgin Trains East Coast
Agency TMW Unlimited
Category Best use of email

Silver

FairITales

Brand Advanced
Agency Graymatter
Category Best B2B

Search marketing for Age UK Mobility

Brand Age UK Mobility
Agency Accord Marketing
Category Best use of search

Current Account Switch Service: The Switch Guarantee Guy

Brand Bacs
Agency Engine/Partners Andrews Aldridge
Category Public Sector

Kicking off the UEFA Women's EUROs

Brand Channel 4
Agency CACI
Category Best use of email

Do Not Disturb

Brand Durex
Agency TMW Unlimited
Category Best use of moving image or audio

Spring/Summer door drops

Brand Great Western Railway
Agency Havas helia Cirencester
Category Best use of door drops

Connected Passenger Experiences

Brand Heathrow Airports
Agency Acxiom
Category Best customer journey

Whatever You

Brand Heist
Agency RAPP UK
Category Retail

The Howler Woofer Challenge

Brand Honest Brew
Agency OLIVER
Category Best use of mail

Sticks and Stones

Brand Internet Matters
Agency Table19
Category Utilities and telecommunications

Men in Progress

Brand Lynx/Unilever
Agency TMW Unlimited
Category Best brand building campaign

Content Darwinism

Brand P&G
Agency Proximity London
Category Best data strategy

Love Lived Here

Brand Pride in London
Agency Proximity London
Category Best data strategy

Stoptober 2016: Facebook Messenger Bot

Brand Public Health England
Agency OgilvyOne
Category Best digital experience

Be Food Smart

Brand Public Health England
Agency OgilvyOne
Category Health and wellness

Subsquad

Brand Subway
Agency Havas helia Cirencester
Category Best use of mobile and connected devices

Welcome to life after 50

Brand SunLife
Agency Mother
Category Best launch campaign

140 Thanks

Brand Virgin Media
Agency RAPP UK
Category Best use of social media

Corgi Cam

Brand Virgin Media
Agency RAPP UK
Category Entertainment, publishing and gaming

Addressing the Problem

Brand What3Words
Agency OgilvyOne
Category Best design or art direction

Just Ride

Brand Honda
Agency Karmarama
Category Automotive

Bronze

Open White

Brand Arm & Hammer
Agency Communicator London
Category Best use of door drops

Every Sip of the Way

Brand Buxton Water
Agency RAPP UK
Category Best use of social media

Econometric lead planning

Brand c2c
Agency MEC UK
Category Travel and leisure

Lovers and Haters Valentines Quiz

Brand Channel 4
Agency CACI
Category Best use of email

The Big Swim

Brand giffgaff
Agency All Response Media
Category Utilities and telecommunications

Who Knew

Brand Guide Dogs
Agency Proximity London
Category Charity

FWD.Rewards

Brand IAG Cargo
Agency BBH
Category Best B2B

My John Lewis

Brand John Lewis
Agency Proximity London
Category Retail

Things that go bump in the night

Brand Legal&General
Agency Wunderman
Category Financial Services

Making first time buyers feel at home

Brand Nationwide
Agency MEC UK
Category Best use of search

Find my VIP

Brand Pets at Home
Agency Havas helia Cirencester
Category Best use of mobile and connected devices

VIP club

Brand Pets at Home
Agency Havas helia Cirencester
Category Best loyalty or CRM programme

Float to Live

Brand RNLI
Agency krow
Category Best use of moving image or audio

Sit in the Chair!

Brand Royal National Theatre
Agency Altair Media
Category Best customer acquisition campaign

Think like a retailer

Brand Royal National Theatre
Agency Altair Media
Category Entertainment, publishing and gaming

Samsung Gear S3 World Choir

Brand Samsung
Agency Cheil London Worldwide
Category Technology

Sun Bets Launch

Brand Sun Bets
Agency Wunderman UK
Category Best launch campaign

The Media Planner

Brand The Guardian
Agency OLIVER
Category Best writing

Who bucked the trend?

Brand The Times
Agency Wunderman UK
Category Best design or art direction

The stamps that fell to earth

Brand Royal Mail
Agency LIDA
Category Best digital performance