The focus for this year’s Digiday Awards Europe finalists centered on tech innovations, brand partnerships and collaborations, as well as creating compelling narratives. The shortlist entries share a common theme: creating content that resonates with audience interests and investing in partnerships to reach new markets.
For example, Pepsi MAX secured a nomination for Best Use of Video for its campaign to get U.K. football (soccer) fans 18–34 to see the brand as the ultimate refreshing beverage. The brand partnered with food icon Big Zuu to provide meal inspirations, pairing Pepsi MAX with simple recipes that can be made quickly during the 15-minute halftime. Those who clicked on the brand’s videos via digital platforms were directed to a shoppable Amazon recipe hub to buy the ingredients, watch other recipe episodes and have the full recipe delivered by Amazon Fresh with a free sample of Pepsi MAX. The Pepsi MAX recipe inspiration received a 99% positive sentiment rate.
A standout in the Best Digital Product Innovation category was MiQ for its Deliveroo Automation Suite. Deliveroo, an award-winning online food delivery company connecting customers with best-loved restaurants and grocery partners, needed a bespoke solution to reach audiences in niche geographic U.K. areas. MiQ automated Deliveroo’s intricate programmatic forecasting, setup and quality assurance processes to transform Deliveroo’s hyperlocal media structure. An innovative Forecasting Tool helped reduce 3-hour tasks to 30 minutes, and MiQ’s Hyperlocal Campaign Creator tailored each campaign to its unique locale, cutting tens of hours of manual work to just hours.