Campaign Media Awards: Retail - Online and Offline

To position itself as the destination for Black Friday deals, Amazon targeted its audience where they were - combining the use of mobile devices and OOH sites. The activity won the Retail - Online and Offline category at the Campaign Media Awards 2018.

Campaign Media Awards: Retail - Online and Offline

Winner

Amazon Black Friday Programmatic OOH

Amazon, Initiative and D1


Amazon wanted to take advantage of Black Friday sales, ensuring that consumers chose its site above the competition.

Campaign has agreed to keep details of the campaign confidential, but the judges were impressed by Amazon's use of out of home, digital media and location data.

The brand went on to report record-breaking UK Black Friday sales.

SHORTLIST

MG OMD and John Lewis -
Advertising as Entertainment

Manning Gottlieb OMD

Brand/advertiser: John Lewis
Media agency: Manning Gottlieb OMD
Media partner: Sky
Creative agency: Adam & Eve/DDB

Food Love Stories

MediaCom

Brand/advertiser: Tesco
Media agency: MediaCom
Media partner: James Parnum
Senior Planner/strategist:
Kelly-Star Baker
Creative agency: Bartle Bogle Hegarty

Lidl Surprises

Mail Metro Media

Brand/advertiser: Lidl
Media agency: Mail Metro Media

GAME Deadline Deals

OMD UK

Brand/Advertiser: GAME
Media agency: OMD UK
Media director: Chris Mitchell and Zach Jordan
Creative agency: Drum

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