DMA UK Awards

Celebrating campaigns that show the best thinking, innovation and results in direct marketing

Data & Marketing Association

About the Awards

The DMA UK Awards use a rigorous judging process across strategy, creativity and results to encourage the evolution of one-to-one marketing and create benchmarks for excellence.

The most recent Awards were announced in January 2021 and all the winning case studies are available to read here on WARC.

Find out more about the DMA UK

BT Sport: Unscripted

Grand Prix 2020

BT Sport: Unscripted

Brand
BT Sport
Agency
Wunderman Thompson / Essence

BT Sport collaborated with Google Cloud, Opta and Squawka to write the script for the entire 2019/20 sporting season using artificial intelligence.

Selected Gold winners

Scania: The Unbelievable Truth

Scania: The Unbelievable Truth

Brand
Scania
Agency
ThinkBDW

Scania increased web traffic and achieved an ROI of £220:1 with its compelling campaign that took consumers on an online journey.

Klarna: Heartbeats 4 Sneakers

Klarna: Heartbeats 4 Sneakers

Brand
Klarna
Agency
In-house

Klarna launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.

The Guardian: Hope is power

The Guardian: Hope is power

Brand
The Guardian
Agency
Uncommon / PHD Media

The Guardian launched its campaign Hope is Power with the target of reaching two million paying supporters by 2022.

O2: GO

O2: GO

Brand
O2
Agency
The Marketing Store

O2 re-engaged audiences with a campaign that increased the number of people downloading and using the O2 Priority app in the UK.

Further Gold winners

ROCKWOOL: The 7 Strengths of Stone – Test Series
Brand
ROCKWOOL
Agency
The True Agency
PayPal: A little win for data-driven empathy
Brand
PayPal
Agency
RAPP UK
National Health Service England: We Are Nurses. We Are The NHS.
Brand
NHS England
Agency
MullenLowe MediaHub / Mullen Lowe London
Sainsbury's: Collect For Christmas
Brand
Sainsbury's
Agency
Table19
Sainsbury's: Data Playback
Brand
Sainsbury's
Agency
Table19
Tommee Tippee: Nipplevision
Brand
Tommee Tippee
Agency
MRM London
BT: Flexible BT TV Launch - Cinema Activation
Brand
BT TV
Agency
Recipe / Essence
Médecins Sans Frontières UK: The COVID-19 Appeal
Brand
Médecins Sans Frontières
Agency
Crafted
Sainsbury's: Signsbury’s – the world’s first deaf-friendly supermarket
Brand
Sainsbury's
Agency
Hope & Glory / Gravity Road / DrumPHD
Toyota GB: Getting Hyper-Personal: Using Data to send powerful, relevant and meaningful communications to Toyota customers
Brand
Toyota
Agency
Jellyfish
Titan Travel: Worldwide brochure – a personalised travel experience
Brand
Titan Travel
Agency
iProspect / Accord Marketing
Hyperoptic: Hyper-optimum bidding strategy – A global first
Brand
Hyperoptic
Agency
Merkle
The Guardian Weekly: Berlin Takeover
Brand
The Guardian (newspaper)
Agency
OLIVER
Churchill Insurance: Little Chapters of Chill
Brand
Churchill Insurance
Agency
Engine
ODEON: Digital Customer Experience
Brand
Odeon
Agency
Ogilvy & Mather, Ogilvy
The Fragrance Foundation: Fragrance Lasts
Brand
The Fragrance Foundation
Agency
M&C Saatchi
World Animal Protection: Don't be fooled by a smile
Brand
World Animal Protection
Agency
Different Kettle

Bronze winners

Mitsubishi Motors: Weatherproof Warriors – How a data driven campaign helped Mitsubishi weather the Q1 storms
Brand
Mitsubishi
Agency
Manning Gottlieb OMD / Golley Slater
Rexona: #MoveMoreAtHome
Brand
Rexona
Agency
UStudio / OLIVER
Macmillan Cancer Support: A vital piece in the cancer puzzle
Brand
Macmillan Cancer Support
Agency
MRM London
Pets at Home: Very Important Pets Club
Brand
Pets at Home
Agency
In-house
BrandZ: Graphic Novel
Brand
BrandZ
Agency
WPP
Ambitious about Autism: The world has turned upside down
Brand
Ambitious about Autism
Agency
Red Brick Road
Circumstance Distillery: Monker's Garkel – the world's first AI gin
Brand
Circumstance Distillery
Agency
Tiny Giant
NSPCC: Look, Say, Sing, Play – helping parents and babies bond.
Brand
NSPCC
Agency
In-house
Mondelez: Creme Egg EATertainment
Brand
Cadbury's Creme Egg
Agency
Elvis Communications
ŠKODA UK: Climb for #ThisIsOurTime – Riding to close the gender gap in cycling
Brand
Skoda
Agency
Ogilvy & Mather, London
Network Rail: EIGHTEEN – The Graphic Novel
Brand
Network Rail
Agency
23Red
Sense: Sign School
Brand
Sense International
Agency
Good Agency
Department for Environment, Food and Rural Affairs (DEFRA): Petfished
Brand
Department for Environment, Food and Rural Affairs (DEFRA)
Agency
In-house
Liverpool FC scores international success
Brand
Liverpool F.C.
Agency
In-house
Level: Fly with Pride – An authentic prosocial travel campaign for Barcelona Pride
Brand
Level
Agency
Wavemaker London / Ogilvy & Mather, London
TalkTalk: Customer Value Statement
Brand
TalkTalk
Agency
The&Partnership

Selected Gold winners

The Times

The Times: James - Your digital butler

Brand The Times
Agency Merkle

The Times increased engagement with its digital readers in the UK by launching an AI-driven butler called James to deliver tailored content.

Mind

Mind: Pause for Mind

Brand Mind
Agency Open Creates

Mind encouraged more donations across the UK by launching Pause, a subscription box service that provides recipients with a monthly moment of me-time.

IKEA

IKEA UK: The £0 Lagom Collection

Brand IKEA
Agency Proximity London

IKEA highlighted its commitment to be a leading sustainable brand by launching the £0 Lagom Collection in the UK, which encouraged people to upgrade old items.

NHS

NHS Blood and Transplant: The dynamic blood appointment

Brand NHS Blood and Transplant
Agency Clear Channel

NHS Blood and Transplant increased donor regestrations across the UK by creating targeted out of home ads that showed data from local donor centres.

NHS

The Guardian: The Joy of Print

Brand The Guardian
Agency OLIVER

The Guardian increased its print subscriptions in the UK by creating a series of out of home posters and tube panels that made a nod to digital detoxing.

Further Gold winners

Cheltenham Science Festival: AIDA – AI Science Festival Curator

Brand Cheltenham Science Festival
Agency Tiny Giant

Westminster City Council: Armistice Day

Brand Westminster City Council
Agency TMW Unlimited

IBM: Can AI help a grassroots football club raise their game?

Brand IBM
Agency Ogilvy & Mather, Ogilvy

Miscarriage Association: Cards of Acknowledgement

Brand Miscarriage Association
Agency McCann London

Department for Education: Every Lesson Shapes a Life

Brand Department for Education
Agency Havas London

TalkTalk: Faster fibre and happier customers

Brand TalkTalk
Agency The&Partnership

Health Education England: NHS – We are returning nurses

Brand Health Education England
Agency MullenLowe London

Direct Line: Red Saturday

Brand Direct Line
Agency MRM/McCann

Royal Botanic Gardens, Kew: Smart advertising delivers record visitor numbers

Brand Royal Botanic Gardens, Kew
Agency Anything Is Possible

IKEA UK: Soffa Sans

Brand IKEA
Agency Proximity London

Crystal Cruises: Where luxury is personal

Brand Crystal Cruises
Agency MRM/McCann

Yorkshire Water: Without a Drought

Brand Yorkshire Water
Agency Jaywing

Silver

Virgin Media: A night out-out like no other

Brand Virgin Media
Agency RAPP UK

Ralph Lauren: CRM Dreams

Brand Ralph Lauren
Agency In-house

Macmillan Cancer Support: Events Growth Hack

Brand Macmillan Cancer Support
Agency Medialab Group

The Royal British Legion: Honouring D-Day 75

Brand The Royal British Legion
Agency In-house

Invesco: ETF campaign

Brand INVESCO
Agency LIDA

Mondelez: It's Hunting Season

Brand Cadbury's Creme Egg
Agency Elvis Communications

First Direct: Making mortgages more personal

Brand First Direct
Agency Jaywing

Movember: Shave the Date

Brand The Movember Foundation
Agency In-house

The Open University: The Open Diaries

Brand The Open University
Agency RAPP UK

University of Bradford: This is Bradford

Brand University of Bradford
Agency pslondon

VOXI Drop

Brand VOXI
Agency TMW Unlimited

Bronze

Coca Cola: "Alexa, send me a Diet Coke Exotic Mango"

Brand Coca Cola
Agency M&C Saatchi

BP: BPme Rewards – Little treats more often

Brand BP
Agency MRM/McCann Bangkok

IKEA UK: Mind over clutter

Brand IKEA
Agency Proximity London

Marsh & Parsons: Moving London

Brand Marsh & Parsons
Agency The Kite Factory / addmustard

Pamper your parcels with Doddle

Brand Doddle
Agency Wax/On

Medecins Sans Frontières: Putting PbD at the heart of MSF's DRTV strategy

Brand Médecins Sans Frontières
Agency M.i. Media

Shell Go+

Brand Shell
Agency Wunderman Thompson

Sky VIP: Your loyalty programme

Brand Sky
Agency One Green Bean / Brothers and Sisters

Specsavers: Audiology Pants/ Plants

Brand Specsavers
Agency In-house

Benenden Health: The affordable alternative to health insurance

Brand Benenden Health
Agency Moreish Marketing

Benefit: The Benefit of Voice

Brand Benefit Cosmetics
Agency Merkle

The Royal British Legion: The Nation says "Thank You"

Brand The Royal British Legion
Agency In-house

TV Licensing: The Perfect Couple

Brand TV Licensing
Agency Proximity London / Havas London