AIS lands DMA Awards Grand Prix

Archibald Ingall Stretton (AIS) has scooped the Grand Prix at the 2010 DMA Awards for its O2 3D England rugby campaign.

O2: 3D screenings of England Rugby matches wins DMA
O2: 3D screenings of England Rugby matches wins DMA

The awards, sponsored by Royal Mail, were held last night at the City of London’s Old Billingsgate venue. The AIS campaign claimed Gold in four of the DMAs’ 34 categories, with the agency also picking up Golds for a separate campaign for O2 and its campaign for Skoda UK.

O2 commissioned AIS to bring the live experience of the England rugby team’s matches to its customers who were unable to get tickets to the international fixtures.

The innovative campaign saw the creation of 40 "mini Twickenhams" at cinemas across the country, which, for the first time, broadcast the England games in 3D.

To create a suitable stadium atmosphere, fans were given free beer and flags to wave, with their viewing experience augmented by the use of expert commentary and 3D match graphics.

The campaign, which mimicked O2’s ongoing promotion of music events, was conceived to help transform its customers into fans of the brand. As well as generating £250,000 in ticket sales, the campaign resulted in more than 100,000 new consumers registering with O2’s Priority experiences website.

Other big winners on the night include Partners Andrews Aldridge who took home five Golds, and Elvis, CreatorMail and Arthur London who each claimed two Golds. Geronimo won gold for best direct response TV ad for its work with Direct Line.

Entries were judged by 200 senior professionals with judging teams comprising copywriters, art directors, data planners, media buyers, planners, clients and sector specialists. Each campaign was judged individually and then by group discussion on three key criteria: strategy, creativity and results.

Rory Sutherland, vice-chair of Ogilvy Group UK, served as the chair of the 2010 DMA Awards Panel of Judges.

Sutherland, commenting on the Grand Prix winner, said: "This was a worthy winner in so many ways. It’s very much a post-modern piece of direct marketing in that it incorporates the principles of direct marketing, while also incorporating elements from other disciplines. And it uses the new digital technology in the best way possible – in the service of an idea rather than as the source of it.

"You would be hard pressed to improve on this – unless of course the client had sponsored the Welsh national team, rather than that of our Saxon occupiers."

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published