Talon Dominates at the Outdoor Planning Awards
Some of our ground-breaking campaigns over the past year have been recognised by the Outdoor Planning Awards, held in conjunction with Brand Republic and Clear Channel. Talon was shortlisted in all but one of the six categories, with 7 nominations in total.
And at the awards night itself, Talon and our partners – including OMD, MGOMD, M2M and Grand Visual – dominated proceedings, picking up 5 awards including category wins for Google Outside (best use of digital OOH), Specsavers (continuity and brand building) and HP (best use of multiple formats), plus a highly commended for Hasbro’s My Monopoly (digital OOH) and the Grand Prix award for Google. Below is the list of our winning entries featuring overviews of the campaigns and why they won:
Grand Prize Winner & Best Use of Digital in Outdoor – Google Outside 2.0 (OMD UK, Grand Visual, R/GA London)
A campaign which has realised the true power and potential of digital Out-of-Home as a communications channel. Outside 2.0 pushed the boundaries to showcase Google’s search technology to millions of Londoners. It changed perceptions and behaviours, generating millions more searches via the Google Search App every day.
The judges declared that this dynamic piece of digital out-of-home as the greatest OOH campaign of the year, not only winning its category but scooping the Grand Prize too. The Grand Prize winning campaign demonstrated Out-of-Home at its very best, a shining example of what can be achieved with exemplary planning and execution.
Why it won – “Google Outside 2.0 really took context into account, with its use of dynamically screened content and live data. It demonstrated targeting to an enormous level.”
Highly Commended: Hasbro ‘My Monopoly’ (OMD UK, Grand Visual, Ambient, Bite PR)
#MyMonopolyLive fused DOOH, mobile, experiential and theatrical expertise to create a brand experience like no other. Digital Out-of-Home provided the canvas to stop the target audience in their tracks, creating a sense of scale and excitement, and deliver a uniquely personal and interactive experience.
Best Use of Multiple Formats in Outdoor – HP ‘Enterprise’ (M2M)
HP Enterprise was a multifaceted and intricate use of OOH. Using multiple formats in multiple environments, it demonstrated to key decision makers the difference HP could make to their business.
Why it won – “This entry felt like a leadership piece. Wonderfully integrated across all the formats with a creative approach that was very brave.”
Best Use of Continuity and Long-term Brand-building in Outdoor – Specsavers (Manning Gottlieb OMD)
Historically Specsavers’ ad spend was dominated by TV. However it became clear that a more integrated advertising approach was required. Long term holdings on large format OOH developed an unmissable presence for the brand, with Specsavers being able to equalise coverage at TV region level using geo-targeted billboards. Alongside this reactive digital campaigns publicising the brands ‘Should Have Gone to Specsavers’ moments propelled the brand in to having one of the most visible outdoor presences in the UK.
Why it won – “A solid strong entry, demonstrating a strategic use of the medium, hitting the required coverage target. This campaign showcased a good use of formats and told a great story.”