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 2022 and all the winning case studies are available to read here on WARC.
Grand Prix 2022
Mayor of London: Have a word
Mayor of London
Ogilvy UK
The Mayor of London produced a film-based campaign that challenged misogynistic behaviour among young men by encouraging them to speak to their mates.
Selected Gold winners
Unilever: Reverse selfie
Unilever
Ogilvy UK
With 80% of girls distorting the images they took of themselves to better fit unrealistic beauty standards, Dove repurposed an old magazine retouching campaign to tackle ‘selfie dysmorphia’.
This campaign was shortlisted for the Grand Prix.
TV Licensing: The record-breaking mailing
TV Licensing
RAPP
TV Licencing, part of the BBC, encouraged customers to convert to digital TV licences with a social media competition, resulting in cost savings of £2.3m over five years.
This campaign was shortlisted for the Grand Prix.
Relate: The hornicultural society
Relate
Ogilvy UK
Relate, a relationship charity, produced ‘The Hornicultural Society’, a creative campaign that focussed on earned media to draw attention to safe sex among older people.
Sport England and Strava: Make your comeback
Sport England and Strava
23red
Sport England partnered with exercise app Strava in a film, social and community campaign to support women who wanted to become more active.
Further Gold winners
Volkswagen: Enhanced repurchase program VWFS & VWPC
Volkswagen Financial Services UK and Volkswagen Group UK
Merkle
Toolstation: Witness the quickness
Toolstation
Havas CX helia
Freesat: Live life free
Freesat
TMW Unlimited and The Specialist Works
Noah's Ark Children's Hospice: Nurse recruitment
Noah's Ark Children's Hospice
OLIVER
Blue Cross: The nation's first pet census
Blue Cross
Campfire Agency
TUI: Supercharging the customer journey with real-time mobile content
TUI
Formula 1: My F1 fantasy
Formula 1
Ogilvy UK
Specsavers: Boosting sales for Specsavers with next-level data innovation in search
Specsavers
MG OMD
IKEA: Loyalty starts from the inside
IKEA
RAPP
EE: Glastonbury festival app 2022
EE
Digitas UK
Lloyds Banking Group: On the money
Lloyds Banking Group
Havas CX helia and Stick & Twist
Oreo: Press play with OREO mixtapes
Oreo/Mondelez International
Digitas UK
Pot Noodles: Lost the pot
Pot Noodles/Unilever
OLIVER/U-Studio
Currys: Revamp to proactive personalisation automation leads to industry first results
Currys
Merkle
Samsung Consumer Electronics: Samsung Galaxy Watch4 UK launch
Samsung Consumer Electronics
RAPP
Matey Bubble Bath: Popping the representation bubble
Matey Bubble Bath/Unilever
OLIVER/U-Studio
adidas: #FastestFollower
adidas
Twitter Next
Love Food Hate Waste: Wasting food feeds climate change – Food Waste Action Week
WRAP (Waste Resources and Action Programme), Love Food Hate Waste
Total Media Connect and Kindred
Vodafone: Everyone.connected – how Vodafone is working to eradicate digital exclusion
Vodafone
Ogilvy UK and Carat, London
Silver winners
cinch: cinch it
cinch
VCCP
Barclays Bank: Black Futures
Barclays Bank
OLIVER and STAY HMBL
Findmypast.co.uk: Finding your 100-year past
Findmypast.co.uk
Smithfield Agency and Favour the Brave
Rexona: Watch me move
Rexona/Degree/Sure, Unilever
OLIVER/U-Studio
Refuge: Domestic abuse is getting smarter
Refuge
BBH
HSBC UK: Creating a personalised onboarding experience for new HSBC UK current account customers
HSBC UK
CHS
Sky: Glass
Sky
MediaCom
Chiltern Railways: Amplifying the voice of the customer – turning intuition into data driven decision making
Chiltern Railways
Euler
EE: PhoneSmart
EE
Digitas UK and Saatchi&Saatchi
Vodafone: All for you
Vodafone
TMW Unlimited
Nivea Men: Strength in numbers
NIVEA MEN
Digitas UK
Royal Mail: Open door boxes
Royal Mail
The Creative Consultancy
WeightWatchers: Turbo-charging post-lockdown performance
WeightWatchers
TMW Unlimited
Marmite: Pre-hated Marmite
Marmite/Unilever
OLIVER/U-Studio
Xylem: Take steps to solve water
Xylem
Brave and SPORTFIVE
Bronze winners
Land Rover: Live stream
Land Rover
Accenture Song and Dentsu X
BT Enterprise: How could BT Enterprise bounce back?
BT Enterprise
Now and Essence
WeightWatchers: On the road to wellness with WW
WeightWatchers
The Story Lab
Ascot Racecourse: A drama that can never be written
Ascot Racecourse
Smithfield Agency
Samsung UK: PPX welcome automation programme
Samsung UK
Digitas UK
Halfords: Halfords motoring club
Halfords
Planning-inc
Wickes: The MME – using data to transform the way consumers and tradespeople shop Wickes
Wickes
Team ITG and Emerald Thinking
Southern Co-operative: Dynamic dashboard enables Southern Co-op to find stories hidden in their data
Southern Co-operative
Edit
The Royal Navy: MyNavy – the employee empowerment tool
The Royal Navy
Great State
Wickes: Mission in motion
Wickes
Team ITG and Emerald Thinking
Virgin Media O2: The Virgin Media BAFTA must-see moment
Virgin Media O2
RAPP
NHS: Jack-In-The-Box
NHS
M&C Saatchi
Barclaycard: Avios
Barclaycard
OLIVER
Queer Britain: The place to be seen
Queer Britain
M&C Saatchi
Nissan UK: Electrified art – a Nissan metaverse experience
Nissan UK
TBWA and Nissan United
Cunard: Queen Anne – the next in a fine line
Cunard
Armadillo
Ralph Lauren: Flexible budgeting to maximise growth
Ralph Lauren
Assembly
NHS England: Life-changing careers UCAS events
NHS England
MullenLowe Group UK
MPB: ‘Change’ campaign
MPB
CPB London
Wild: Dirty talk
Wild
BBH
Oddbox delivery: Show me the growth – sustainable expansion
Oddbox Delivery