The fifth annual Digital Cinema Media Awards, held in partnership with Campaign, took place last night (18 September) at The Ham Yard Hotel. Leading figures from the media and advertising worlds came together to celebrate and reward the most impactful cinema advertising work created by our industry over the last year.
The big winner on the night was Lidl and Starcom’s ‘Lidl Movie Moments’, a 14-month long family-led cinema partnership. On-screen activity included a brand ad created by Karmarama and bespoke idents and assets created by DCM Studios and Contented relating to five key films: Mary Poppins Returns, Dumbo, Toy Story 4, The Lion King and Frozen II to highlight details of a new promotion. This aimed to drive both engagement and customer purchase by incentivising Lidl customers to increase their basket size with the opportunity to win family tickets to the cinema.
The campaign was praised for committing to capitalising on the unique nature of the cinema environment for the long-term. The campaign was termed “clear and compelling” by the judges and was a contender in every category it entered, taking the award for Best Use of Cinema (Large), a high commendation in Best Bespoke for Cinema campaign, as well as the overall Grand Prix prize.
The Digital Cinema Media Awards celebrate and reward the best cinema advertising launched in the past 12 months and prizes were handed out in six categories this year, with one overall Grand Prix prize.
The Awards have evolved significantly since their inception with entries from a broad mix of brands and agencies, showcasing more bespoke for cinema copy than ever before as well as evidence about how brands can use cinema to deliver short-term sales results and play a pivotal role at the launch of a campaign.
Other wins on the night included Grey Goose and OMD UK for cleverly using cinema with a small budget to deliver a purpose-built for cinema campaign with DCM and Everyman to create an all-round immersive experience, delivering strong results including an impressive uplift in volume sales in the Best use of cinema (small) category.
Counter Terrorism Policing and Wavemaker’s ‘ACT: Communities Defeat Terrorism’ campaign took home the trophy in the new Best Bespoke for Cinema category. The judges praised the campaign for using the shared, community experience of cinema in a “powerful, inventive and unexpected way” by taking “existing creative and making it engaging, accessible and relatable for the captive cinema audience.”
The winner of another new category, Best Cinema Launch campaign, was The Co-operative Group and Carat UK for its ‘One Co-op - It’s What We Do’ campaign, which demonstrated great planning and execution of a clear brand idea that capitalised on the presence of cinema within communities to deliver excellent results.
The Best use of innovation in cinema award went to John Lewis & Partners for its 2018 rebrand which saw its 150” Queen inspired creative follow every showing of the Bohemian Rhapsody trailer in a media first that disrupted the traditional daily programming of trailers. The judges said the campaign was “down to the tenacity of the teams involved” and that is was “brilliant from start to finish with equally brilliant results”.
British Gas and MediaCom were awarded the Best ‘marketing for good’ campaign prize for their ‘British Gas & Carers UK – Two Sides of the Story’ campaign, which used cinema as the lead medium, plus mobile retargeting, to drive engagement and become British Gas’ most successful campaign ever for shared content.
Four pieces of work received Highly Commended certificates in 2019. The judges decided to award Counter Terrorism Policing & Wavemaker’s ACT: Communities Defeat Terrorism (Best use of cinema (small)), The Co-operative Group & Carat UK’s One Co-op – “It’s What We Do” (Best use of cinema (large)), Lidl & Starcom’s ‘Lidl Movie Moments’ (Best bespoke for cinema campaign) and Halifax (Lloyds Banking Group) & MediaCom’s Halifax Makes it Happen: Leading the future of cinema advertising with the UK’s first ever ScreenX campaign (Best use of innovation in cinema) which further highlights the calibre of this year's nominees.
Below is a full list of winners from last night's ceremony. Click here to read more about the winners, where you can also download the 2019 Digital Cinema Media Awards brochure with insight from the judges and the nominees in each category.
BEST USE OF CINEMA (SMALL)
Winner – Grey Goose, OMD UK, Grey Goose x Everyman
Highly Commended – Counter Terrorism Policing, Wavemaker, ACT: Communities Defeat Terrorism
BEST USE OF CINEMA (LARGE)
Winner – Lidl, Starcom, Lidl Movie Moments
Highly Commended – The Co-operative Group, Carat UK, One Co-op – “It’s What We Do”
BEST BESPOKE FOR CINEMA CAMPAIGN
Winner – Counter Terrorism Policing, Wavemaker, ACT: Communities Defeat Terrorism
Highly Commended – Lidl, Starcom, Lidl Movie Moments
BEST CINEMA LAUNCH CAMPAIGN
Winner – The Co-operative Group, Carat UK, One Co-op – “It’s What We Do”
BEST USE OF INNOVATION IN CINEMA
Winner – John Lewis & Partners, Manning Gottlieb OMD, Innovation in Cinema – John Lewis & Partners
Highly Commended – Halifax (Lloyds Banking Group), MediaCom, Halifax Makes it Happen: Leading the future of cinema advertising with the UK’s first ever ScreenX campaign
BEST ‘MARKETING FOR GOOD’ CINEMA CAMPAIGN
Winner – British Gas, MediaCom, British Gas & Carers UK - Two sides of the story
Winner – Lidl, Starcom, Lidl Movie Moments