DMA Awards 2013: Golden winners and amber bead

Throughout the summer months, the DMA asked us “what have we done to make a difference” this year. A simple, yet terrifying question, and after a slightly awkward pause and moment of reflection, it’s clear that hundreds of agencies and brands have stood up to be counted. So, not phased by the might and dominance of a diminutive gnome in 2012 (and the pesky blighter made a reappearance this year), a total of 172 campaigns were shortlisted across 37 different categories at this year’s DMA Awards.

So it’s the day after the DMA Awards and as we blear through the fug of the aftermath, and coming hot off the heels of St Andrew’s Day, there was a distinctly Scottish feel about some of the campaigns shortlisted in 2013. Although they didn’t romp away with Gold, what was the fuss about?

Whisky Galore

Ardbeg, The Glenlivet and Diageo have all poured the water of life into our souls this year in different ways.

Ardbeg has engaged a slightly younger audience with its creation of “Ardbog Day” and its “Galileo” launch campaigns, inviting consumers to go online and engage with the brand virtually as a small step to sampling Islay’s famous malt for real. With Facebook pages, YouTube films and an app where you can upload your face into that of an astronaut, what’s not to like? The Ardbog Day campaign picked up Silver for Best Launch campaign with its activity in 150 countries, connections with over 250,000 whisky drinkers, uplift of online traffic and selling out of their limited edition Ardbog bottles.

Ardbeg Galileo

Ardbog Day

Diageo meanwhile launched a new luxury online retail site to sell its brands, under the name of “Alexander & James” and the moniker comes from the two grandest spirit masters of all. We are told that this is much more than an online shop, as it shares lifestyle thoughts, gift ideas and the like. This is supported by “Alexander & James: How to drink whisky” and the pairing suggestions of food and drink. My personal favourites are the whisky and cheese suggestions. Lovely. Of course, the retail platform is integrated into Facebook too. It didn’t win the Retail category but it could still be the perfect place for some Christmas shopping.

Alexander & James: pairing-whisky-and-cheese

Alexander & James: Facebook

Best of all, there is The Glenlivet Alpha campaign which took us on a mysterious journey to discover, understand and help appreciate this new malt. The Alpha was launched without tasting notes or cask information, which was a bold move, and we were challenged to put our senses to the test. This is a key role for brands, inviting us in to discover it for ourselves. Maybe this approach isn’t exactly new, but it is for the whisky category, and it was done without being too gimmicky. Not everyone gets the chance to tour a distillery, but this is a great place to start and earn a true whisky experience through a digital destination:

The Glenlivet Alpha

The campaign has been a great success for The Glenlivet creating uplift in share of social media, dwell time online, uploading of results, and The Glenlivet Alpha sold out almost instantly.

And finally, and because we do need a sprinkling of gold, there’s IBM’s partnership with Wimbledon. Scottish? Of course, just look at the latest name on the Wimbledon honours board. Come on, Andy!

IBM’s data-driven souvenirs at Wimbledon

IBM made use of its long-standing Wimbledon sponsorship to interpret performance and social media data to create genuine souvenirs created by IBM’s 3D printer technology. This entry was recognised in multiple categories – IT/Telecommunications, B2B, Best use of social for brand building, Best use of data in digital, Best use of experiential, and Best use of technology; but collected Gold for Business to Business and Silver for Best use of experiential and Bronze forBest use of technology.

IBM’s Data-Driven Souvenirs at Wimbledon 2013

This isn’t funny, witty, charming, and all the rest; but it is really clever and a great way to showcase that IBM can understand and interpret data to make smarter decisions, use new technology and engage both key stakeholders and the public at large. So, IBM made a difference this summer by bringing the intangible to life, converting data into something you can tough and feel, all the time demonstrating their excellence, reinforced though their Wimbledon partnership. Pretty cool for a business solutions company, and it drove new business.

Of course, there are countless winners and campaigns that haven’t been highlighted here, and that’s not to say they don’t deserve it, but maybe the Brand Activation team will be sent some whisky this way. One thing’s for sure, they’ve all made a difference and that’s why they’ve been recognised by the teams of judges at the DMA Awards. Here’s looking forward to 2014 already, and data aplenty, and just a smattering of samba-style football themed campaigns.

For the full list of winners, please click here.

By DMA guest blogger Rob Mitchell, Head of Sponsorship at Arc and LeoSports, and DMA Brand Activation Council member