LONDON: A campaign from the British Army and Karmarama, has won the Grand Prix at the DMA Awards, having incorporated new technology into its strategy to accurately target those most likely to apply.

The awards were revealed during a gala evening at London’s Old Billingsgate, where 64 prizes were given out in total. WARC subscribers can access all the Gold winning case studies here.

The Army’s winning campaign impressed judges with its intelligent use of data, which turned impressive results. From previous campaigns, the Army had noticed that previous campaigns had driven applications from those most likely to join anyway, rather than growing the market.

Through targeting, the campaign grew the Army’s brand by showing real soldiers across online content. The machine learning capability arose from its ability to tag and optimise content for specific audiences. Results were outstanding: it achieved a 139% increase in applications for regular officers.

“Karmarama’s work with the British Army really highlighted how the smart use of data, creativity in both strategy and execution, and intelligent implementation delivers fantastic results”, noted the Association’s MD, Rachel Aldighieri.

In addition to the Grand Prix, the jury awarded Golds to 17 different agencies and 22 brands across 33 categories. Proximity London were the most awarded agency with seven Golds, followed by Engine, Karmarama and LIDA who each won three.

Among the winning brands, the top scorers were E.ON, the British Army, the RNLI and Scope with three Golds each.

“It’s been a year of change for our industry, with agencies evolving and people moving. The result has been what feels like some unsettled work. In spite of this, it’s encouraging to see that the work across the board continues to be strong”, noted Nicky Bullard, Chair of the DMA Awards committee.

Sourced from the DMA