DMA UK Awards
Celebrating campaigns that show the best thinking, innovation and results in direct marketing.
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 2019 and all the winning case studies are available to read here on WARC.
Grand Prix
Mondelez: Hunt the white creme egg
Brand Cadbury's Creme Egg
Agency Elvis Communications
Mondelez increased sales of its Creme Egg in its third year of the Creme Egg Hunting Season campaign by creating a sense of urgency for consumers in the UK.
Unilever, Heinz, Google, Honda and Benefit hid Creme Eggs in their advertising, which, once found, was unwrapped to instantly discover whether a rare White Creme Egg had been won.
The campaign resulted in 15.7 million completed video views, a 32% view-through rate on skippable YouTube ads, and an increase of brand sales for 2019 by 9.9%.
Selected Gold winners
The Times: James - Your digital butler
Brand The Times
Agency Merkle
The Times increased engagement with its digital readers in the UK by launching an AI-driven butler called James to deliver tailored content.
Brand Mind
Agency Open Creates
Mind encouraged more donations across the UK by launching Pause, a subscription box service that provides recipients with a monthly moment of me-time.
IKEA UK: The £0 Lagom Collection
Brand IKEA
Agency Proximity London
IKEA highlighted its commitment to be a leading sustainable brand by launching the £0 Lagom Collection in the UK, which encouraged people to upgrade old items.
NHS Blood and Transplant: The dynamic blood appointment
Brand NHS Blood and Transplant
Agency Clear Channel
NHS Blood and Transplant increased donor regestrations across the UK by creating targeted out of home ads that showed data from local donor centres.
The Guardian: The Joy of Print
Brand The Guardian
Agency OLIVER
The Guardian increased its print subscriptions in the UK by creating a series of out of home posters and tube panels that made a nod to digital detoxing.
Further Gold winners
Cheltenham Science Festival: AIDA – AI Science Festival Curator
Brand Cheltenham Science Festival
Agency Tiny Giant
Westminster City Council: Armistice Day
Brand Westminster City Council
Agency TMW Unlimited
IBM: Can AI help a grassroots football club raise their game?
Brand IBM
Agency Ogilvy & Mather, Ogilvy
Miscarriage Association: Cards of Acknowledgement
Brand Miscarriage Association
Agency McCann London
Department for Education: Every Lesson Shapes a Life
Brand Department for Education
Agency Havas London
TalkTalk: Faster fibre and happier customers
Brand TalkTalk
Agency The&Partnership
From kettle reviews to fake news: The re-invention of Which?
Brand Which?
Agency Grey London
Twitter: Magpie – A 100% AI-driven multi-channel marketing campaign
Brand Twitter
Agency Merkle
Health Education England: NHS – We are returning nurses
Brand Health Education England
Agency MullenLowe London
Brand Direct Line
Agency MRM/McCann
Royal Botanic Gardens, Kew: Smart advertising delivers record visitor numbers
Brand Royal Botanic Gardens, Kew
Agency Anything Is Possible
Brand IKEA
Agency Proximity London
Jaguar Land Rover: The Evoque button – Triggering a reaction
Brand Jaguar Land Rover
Agency Spark44
Crystal Cruises: Where luxury is personal
Brand Crystal Cruises
Agency MRM/McCann
Yorkshire Water: Without a Drought
Brand Yorkshire Water
Agency Jaywing
Silver
Virgin Media: A night out-out like no other
Brand Virgin Media
Agency RAPP UK
L'Oréal Matrix: Club Matrix – A category defining programme
Brand L'Oréal
Agency RAPP UK
Brand Ralph Lauren
Agency In-house
Macmillan Cancer Support: Events Growth Hack
Brand Macmillan Cancer Support
Agency Medialab Group
Bentley Motors: EXP100GT – The future of extraordinary journeys
Brand Bentley
Agency In-house
The Royal British Legion: Honouring D-Day 75
Brand The Royal British Legion
Agency In-house
Brand INVESCO
Agency LIDA
Brand Cadbury's Creme Egg
Agency Elvis Communications
First Direct: Making mortgages more personal
Brand First Direct
Agency Jaywing
Brand Walt Disney Studios Motion Pictures
Agency In-house
Brand The Movember Foundation
Agency In-house
The Economist: Opening minds in a closed world – purpose-driven brand engagement
Brand The Economist
Agency In-house
WarnerMedia: Privacy time with blindfolds, Playdoh and lemons
Brand Warner Media
Agency In-house
The Open University: The Open Diaries
Brand The Open University
Agency RAPP UK
The United Nations: The people's seat inspiring action on climate change
Brand United Nations
Agency Grey London
University of Bradford: This is Bradford
Brand University of Bradford
Agency pslondon
Brand VOXI
Agency TMW Unlimited
Bronze
Coca Cola: "Alexa, send me a Diet Coke Exotic Mango"
Brand Coca Cola
Agency M&C Saatchi
Autodesk BIM 360: A construction website that builds more business
Brand Autodesk
Agency In-house
BP: BPme Rewards – Little treats more often
Brand BP
Agency MRM/McCann Bangkok
RBS: Business Unusual – Business Banking Switch
Brand RBS
Agency In-house
Brand IKEA
Agency Proximity London
Marsh & Parsons: Moving London
Brand Marsh & Parsons
Agency The Kite Factory / addmustard
Pamper your parcels with Doddle
Brand Doddle
Agency Wax/On
Coutts: Power to the People – CX and value optimisation through data, tech and marketing automation
Brand Coutts
Agency Merkle
Medecins Sans Frontières: Putting PbD at the heart of MSF's DRTV strategy
Brand Médecins Sans Frontières
Agency M.i. Media
Brand Shell
Agency Wunderman Thompson
Sky VIP: Your loyalty programme
Brand Sky
Agency One Green Bean / Brothers and Sisters
The Guardian: Soulmates – Dating with a two track mind
Brand The Guardian
Agency OLIVER
Specsavers: Audiology Pants/ Plants
Brand Specsavers
Agency In-house
Benenden Health: The affordable alternative to health insurance
Brand Benenden Health
Agency Moreish Marketing
Brand Benefit Cosmetics
Agency Merkle
The Royal British Legion: The Nation says "Thank You"
Brand The Royal British Legion
Agency In-house
TV Licensing: The Perfect Couple
Brand TV Licensing
Agency Proximity London / Havas London