2021 Results
Best Online/eCommerce Experience
ZeroLight’s pioneering virtual launch of the Lucid Air
ZeroLight
Client: Lucid Motors
ZeroLight, a tech innovation company from Newcastle, teamed up with Lucid to launch a pioneering, cloud-powered retail ecosystem for customers interested in exploring, customising, or buying its new Air luxury saloon. ZeroLight integrated each stage of the customer journey into a consistent, end-to-end experience that blurred the lines...
Aston Martin Configurator 2021
Aston Martin Lagonda
Client: Aston Martin Lagonda
To harmonise the virtual customising process even more with the distinctive brand experience of Aston Martin for our customers, dealers and brand enthusiasts, we have created a new online configurator within the scope of our pioneering Project Horizon transformation plan. The goal was to establish an interactive web tool with maximally...
Digital transformation of automotive retail
drivvn
Client: Stellantis
When the automotive industry needed to accelerate its digital transformation plans due to the pandemic, the team at drivvn stepped up. Its modular digital retail platform helped OEMs fast-track their digital stores, connect retailers seamlessly to the online journey, and create a more transparent and efficient customer experience. In ...
Optimising online conversion for Mazda UK
Candyspace
Client: Mazda UK
With lockdowns forcing a closure of dealerships during 2020, Mazda’s web platform became the central hub for customer engagement and lead conversion. Success could no longer be measured not by the usual test drive bookings, but by conversions on tools such as ‘find a dealer’ and ‘finance calculator’. Through Candyspace’s focus ...
Best Use of Data
LIFE AT 45 DEGREES – NEW LAND ROVER DEFENDER
Spark44 / Edit
Client: Jaguar Land Rover
To prompt sales for New Land Rover Defender from active, time-poor Land Rover drivers, we put them directly and effortlessly in contact with a Land Rover Retailer at the touch of a button. We used an innovative DM pack with a tech-enabled dial that could be turned to seamlessly trigger a call-back from a Defender expert at a retailer. ...
Aston Barclay Desirability Index
Aston Barclay
A high-profile vendor challenged us to think about how, using our data, we could provide insight as to which vehicles we sell are more likely to perform at auction. The objective for the customer was to be able to more accurately set their reserve prices, using a more responsive model than the monthly figures provided by CAP. It should...
BMW Group Virtual Retention Manager - Enabling Retailers to provide targeted Aftersales messages at the right time
Zone
Client: BMW Group UK
BMW Group’s Aftersales department operates in a rapidly changing and aggressive marketplace. To effectively reach known customers and help protect Retailers’ existing customer bases, we created the Virtual Retention Manager – a data-led eCRM programme that enables Retailers to provide targeted Aftersales messages at the right time. T...
Celebrating International Women's Day 2021
London North Eastern Railway
To celebrate International Women's Day 2021, we wanted to build on the foundations we laid in 2020 to encourage more women to work in the rail industry. In 2021, we looked specifically at women drivers to look at our female drivers of past, present and future in the hope of inspiring future generations of women to consider roles in rai...
Enhanced CRM through The Customer Engagement Platform (CEP)
Merkle UK
Client: Volkswagen Group UK
The Automotive industry is experiencing a continuous shift towards the digital experience. The Customer Engagement Platform (CEP) was implemented to enable Volkswagen Group to anticipate this trend by : -Improving customer experience across the lifecycle, bridging online and offline -Driving customer loyalty while also increasing Sa...
Marketing Delivery and Vindis – recapturing lost leads and data
Marketing Delivery
Client: Vindis Group
Digital tools are a vital resource for modern dealers to maintain a dialogue with leads and existing customers. With this digital age comes a wealth of data that must be managed effectively and regularly updated. Marketing Delivery, the leading eCRM and digital marketing agency for the UK motor retail sector provide expert software ser...
Best Use of Influencers
Praga Cars UK’s Guest Driver race programme featuring Jimmy Broadbent
Praga Cars UK
With a history dating back to 1907, Praga’s successful history includes designing and building road cars, race cars, motorcycles, tanks, trucks, airplanes and even fire engines. Today, the company is one of the world’s leading racing go-kart manufacturers, but its focus remains the championship winning all-carbon R1 race car that compe...
PROJECT DISCOVERY
Jaguar Land Rover UK
Consumers were confused about where Land Rover Discovery sat in the wider brand portfolio. With the advent of the latest model, we wanted to clearly communicate that it was the SUV for families, helping this audience to ‘Never Stop Discovering’ in a meaningful way. When the Pandemic hit, we commissioned research exploring its impact on...
Branded Content of the Year
NO TIME TO DIE – NEW LAND ROVER DEFENDER
Jaguar Land Rover UK
Consumers questioned whether New Defender was as capable as its predecessor. So, when it arrived in showrooms, we didn’t just want to create buzz around it, we wanted to prove just how capable it was, with the ultimate torture test – performing extreme stunts in the latest James Bond film, ‘No Time to Die’. Using thrilling, authentic f...
Building the Grenadier: The Unveiling of an Uncompromising 4X4
INEOS Automotive
Providing a detailed overview of its design, build and quality, from the axles to the chassis, the suspension to the powertrain and beyond, the Building the Grenadier (BTG) series was chosen to reveal INEOS Automotive’s uncompromising 4X4, the Grenadier, to the world. Component-by-component, the series gave potential customers the oppo...
In The Driver's Seat
London North Eastern Railway
In March 2020, we had to get creative. Not permitted to promote travel, we wanted to keep customers engaged and inspired. Utilising existing drone footage and combining it with self-shot videos and narration from the individual train drivers, each video successfully transports the viewer onto the train whilst at the same time educating...
NEW LAND ROVER DEFENDER – CAPABLE OF GREAT THINGS - THE DAILY ROUTINE
Jaguar Land Rover UK
We needed to raise awareness, drive desire and sales for New Defender. However, consumers questioned whether it was as capable as its predecessor and the Pandemic hampered plans. We needed to communicate that it was ‘Capable of Great Things’ and encourage test drives. ‘Daily Routine’ – a curated TVC – presented Defender’s off-road capa...
Digital Marketing Campaign of the Year
LAND ROVER ‘OUTSPIRATION HUNT’: HELPING THE NATION TO TRACK DOWN REWARDS IN THE GREAT OUTDOORS
Jaguar Land Rover UK
Research showed people need at least two hours a week in nature for their wellbeing, but 40% of UK working adults missed out. To solve this problem, Land Rover set out to become the official sponsor of the Great Outdoors. Using the campaign platform of ‘Find your #Outspiration’, we deployed a digitally-enabled real world treasure hunt,...
‘We want your car’
Marketing Delivery
Client: Sinclair Mercedes-Benz
With the pandemic having a damaging effect on the motor industry in 2020, a new crisis began to emerge in 2021. With a shortage of semiconductors needed for the production of new cars and buyers more eager than ever to make their next purchase, stock shortages became a big issue and prices began to soar. Marketing Delivery, the leading...
Event (Digital or Physical) of the Year
Fordswitch & Go Electric
Ogilvy UK
Client: Ford Motor Company
The future's electric. But for some, this poses problems. In our marketing bubble, we see Tesla and go “wow, electric cars are the future”, but for most that's worlds away. The biggest doubters? Those in rural communities. Why? It’s tricky to understand something you can’t see or touch. So how do we inspire people to switch?...
Arkana World
Ignition
Client: Groupe Renault UK
In early May 2021, Ignition were presented with the challenge of creating a full digital launch and sustainment programme for the All New Renault Arkana. Using innovative and bespoke creative ideas, the team conceived, created, and curated a multitude of different digital activations designed to appeal to broad spectrum of learning sty...
Bentley GT Speed Global Media Drive, Sicily 2021
Goose Live Events
Client: Bentley Motors
During the midst of the pandemic, Bentley Motors were ready to get back to covid-secure live events, after all how can you truly review a car without test driving it? As the world started opening up, Goose were tasked to find a location in Europe to launch their new Continental GT Speed to global automotive and lifestyle media. The ob...
Big Days Out At Longleat with MINI Countryman
Wasserman
Client: MINI
Following the release of the new MINI Countryman and launch of the national ‘Journey Big’ campaign, MINI tackled size perception and engaged with a family audience partnering with the UK’s No.1 Safari Park, Longleat. The 11 day immersive experience, delivered 351 safari test drives in a fleet of animal wrapped MINI Countryman Plug-in h...
Honda e Launch
Noble Events
Client: Honda UK
Honda UK was keen to launch the all-new Honda e in a fun and inspiring way, whilst ensuring that the strict Covid guidelines of 2020 were respected. Honda e is Honda’s first electric vehicle, and the key objective of the event was simple – to gain as much coverage as possible. The challenges of Covid, alongside the logistics of launchi...
PR Campaign of the Year
Fordswitch & Go Electric
Ogilvy UK
Client: Ford Motor Company
The future's electric. But for some, this poses problems. In our marketing bubble, we see Tesla and go “wow, electric cars are the future”, but for most that's worlds away. The biggest doubters? Those in rural communities. Why? It’s tricky to understand something you can’t see or touch. So how do we inspire people to switch?...
Abarth Virtual Reality (VR) Campaign
Performance Communications
Client: Abarth UK
In February 2021, Abarth launched the world’s first VR ‘test drive’ giving customers the chance to experience the thrill of driving an Abarth from the comfort and safety of their homes during the Covid-19 lockdown. A 360-degree video captured Abarth advocate @Stef_ABTV taking customers on a ‘test drive’ in the 595 Scorpioneoro on icon...
The Green Guide
London North Eastern Railway and Tin Man Communications
Over the past 18 months, LNER worked with Tin Man to promote the benefits of travelling on our new, eco-friendly Azuma trains. This played out in a multi-location campaign with visual impact, sand sculptures created to represent the carbon footprint left by varying modes of transport. The multi-faceted campaign travelled far and wide a...
Product or Service Launch of the Year
Lotus Emira
McCann Milton Keynes
Client: Lotus
This wasn’t just another sports car launch. This was the other sports car launch, announcing the arrival of the stunning new Lotus Emira to a brand new audience. It meant a bold new look, with a future-facing design language. It meant a whole new way of talking, that was first and foremost ‘For The Drivers’. And it meant a brave tea...
BMW Real-Time Test Drive
TMW Unlimited
Client: BMW
Booking a test drive remains one of the key stages in the car buying journey – but as with most automotive retailer websites, the process of booking one with your local BMW retailer required website visitors to fill in a test drive request form and then take a call from the retailer to arrange a convenient date and time. Our strategy...
EGR RollTrac: Bring it On
Gravity Global
Client: EGR
EGR Automotive is a very well-established automotive accessories manufacturer for major OEMs, with sites all over the world. EGR designed and manufactured a new product to go on the back of pick-up trucks (Toyota Hilux, Ford Ranger, Volkswagen Amarok, Mercedes X-class etc). Think of it as a horizontal roller shutter, similar to one on ...
ENYAQ iV Launch: Purrs electric, Grrs attitude
ŠKODA UK
The ENYAQ iV was arguably the most exciting launch in ŠKODA’s history. We realised that there was a chance to grow amongst people who wanted to make small moves to reduce their impact on the planet, but without sacrificing things they cared about when it came to cars – style, performance, and a bit of edge. ENYAQ iV answered this ...
Genesis Motor Europe Launch Webinar
Genesis Motor Europe
In May, under challenging pandemic conditions, Genesis Motor Europe delivered an online launch webinar to showcase the Genesis brand, vision, personnel, and vehicle line-up. The activity delivered 205 pieces of coverage, increased website traffic by 300% and secured a nine-fold increase in UK newsletter registrations. The team’s hard w...
V8 - The Launch of an Icon
April Six Mobility
Client: Scania
September 2020: Scania released their new V8. At 770hp, their most powerful engine. Launching into a market depressed by COVID was challenging. Running cost is key – V8 rarely measures well, making other Scania models/competitors more attractive. V8 is not a often a rational decision so we needed to fuel desire and emotional pulling po...
Retail/Dealer Marketing Campaign of the Year
The Unbelievable Truth
April Six Mobility
Client: Scania
A record sales month and a 40% reduction in used truck stock in 12 weeks. ‘Unbelievable Truth’ was the first coordinated European Used Vehicle sales campaign for Scania. We delivered hundreds of assets in just 2½ weeks from briefing to launch. Used truck sales required a retail strategy, so we directly addressed consumer concerns over ...
Toyota and Lexus Retailer Covid Response
TMW Unlimited
Client: Toyota and Lexus
As the pandemic hit, we needed to provide quick guidance and consumer-facing assets to Toyota and Lexus Centres – all while restrictions were ever-changing across England, Scotland and Wales. We quickly formed a Covid Response Team and developed a creative platform inspired by one of our retail partners. By bringing agency, client and ...
SEO Campaign of the Year
Thinking global AND local with ŠKODA UK’s migration
PHD
Client: SKODA
ŠKODA UK deserves to win because of the focus and collaboration between multiple different agencies and stakeholders. This lead to a local success of +52% increase in organic sessions after the migration, being a market leader in Core Web Vitals in the UK and laying the technical SEO foundation for 38 other markets to follow in our foo...
Small Budget Campaign of the Year
Celebrating International Women's Day 2021
London North Eastern Railway
To celebrate International Women's Day 2021, we wanted to build on the foundations we laid in 2020 to encourage more women to work in the rail industry. In 2021, we looked specifically at women drivers to look at our female drivers of past, present and future in the hope of inspiring future generations of women to consider roles in rai...
MotoFest Coventry 2021 – Hitting top gear in a pandemic year
WAA Chosen
Client: MotoFest Coventry
From humble beginnings, Coventry MotoFest has evolved to become the UK's leading free-to-attend motoring festival. A far-reaching and inclusive narrative has been a primary driver in promoting the festival since 2015 and has played a huge part in establishing its profile and status. With the pandemic forcing substantial changes to the ...
Show Us Your Shed
loop
Client: Footman James
A high-impact, ultra-low-budget campaign that evolved as part of joint effort between agency and client, Show us your Shed delivered high engagement, views and coverage but also, an extremely positive story for Footman James in its continuing work to establish a community for owners. This campaign got fans young and old talking, and mo...
Social Media Campaign of the Year
ŠKODA ENYAQ iV: PU-RR & GR-RR (social)
ŠKODA UK
The launch of ŠKODA’s first-ever fully-electric SUV was a huge moment for the brand. A historic moment that would mark a change towards the future for ŠKODA. Through the line, we used storytelling to tell the emotional narrative of robot siblings – PU-RR and GR-RR – combining their qualities together to create the ENYAQ iV. In social, ...
EGR RollTrac: Bring it On
Gravity Global
Client: EGR
EGR Automotive is a very well-established automotive accessories manufacturer for major OEMs, with sites all over the world and headquartered in Brisbane, Australia. EGR designed and manufactured a new product to go on the back of pick-up trucks (Toyota Hilux, Ford Ranger, Volkswagen Amarok, Mercedes X-class etc). Think of it as a hori...
Le Mans 2021
Jaywing
Client: Goodyear
When Goodyear Europe approached Jaywing to streamline their social marketing for 2021 Le Mans, we knew that the job was greater than simply consolidating their output into one Instagram account. We developed a unified social content strategy that built excitement amongst audiences while driving engagement on social media, through exclu...
“Making A Difference” Societal Campaign of the Year
Bentley Motors Unifying Spur campaign
Bentley Motors
To celebrate the launch of its new Diversity and Inclusion strategy, introduced as part of its Beyond100 company strategy, Bentley developed a unique communications campaign, built around an eye-catching, specially designed ‘Unifying Spur’ model. The on-going campaign is communicating key messages to both internal and external audience...
#NoWasteofSpace
Polestar
Polestar Manchester had only been open for business for a short time before a nation-wide lockdown forced it to close. Best when challenged, we reallocated resources and instead of having our Manchester space going to waste and the entire Polestar 2 fleet sit idle – it became a hub for charitable donations. People were asked to fill em...
#WeAreJMG
Jardine Motors Group
Client: Jardine Motors Group
#WeAreJMG was developed to create a culture where everyone feels included and supported, regardless of race, gender, sexual orientation, disability, or social/educational background. The strategy celebrates the diversity of our colleagues and creates an environment where everyone is comfortable to bring their true self to work, is empo...
NHS Ford Vaccine Van
Ford Motor Company & Ogilvy UK
Client: Ford of Britain
The national vaccine rollout was well underway and whilst uptake was high overall, certain communities faced barriers to getting vaccinated. A mobile solution was needed to go direct to those left behind, giving everyone equal opportunities. Introducing the Ford Transit Vaccine Van. Working at pace alongside frontline NHS do...
RED CROSS UK COVID RESPONSE – LAND ROVER
Jaguar Land Rover UK
To tackle the greatest UK humanitarian challenge since WW2 – the Covid-19 Pandemic – we utilised our facilities, expertise and vehicles, to provide help where it mattered most: To the virus victims and frontline NHS staff. We prepared a three-pronged aid plan: loaning 269 JLR vehicles to British Red Cross and other charities, leveragin...
Talk. Listen.
LKQ Euro Car Parts
The effects of the coronavirus pandemic on mental health have been widely reported, as has the need to normalise conversations on the topic. In the automotive industry, this remains an ongoing challenge. LKQ Euro Car Parts’ Talk.Listen campaign was designed to make colleagues feel comfortable talking about their mental health, and to h...
Creative Team of the Year
Ignition
We create automotive training events, learning experiences, and knowledge sustainment programmes – delivering bespoke, seamlessly integrated, and connected learning journeys for premium, mainstream, and boutique automotive brands. Our entrepreneurial outlook encourages everyone in the Ignition team to contribute and add value – from s...
Communications Team of the Year
Volkswagen Leaders In Electric Mobility
Volkswagen UK, PHD UK (media), adam & eve/DDB (Creative), Talon (OOH), 72 Point (PR), DDB (Social), Fuse (Brand Partnership Agency)
Volkswagen UK and their multi-agency team had a significant task of becoming leaders in electric mobility by launching the ID.3 (the third generation Volkswagen icon after the Beetle and Golf), followed by ID.4, while also building back trust from skeptical UK audiences around sustainability through our Tesco partnership that invested ...
Genesis Motor Europe Communications Team
Genesis Motor Europe
What the team has achieved in under a year has been nothing short of exceptional – from an online virtual launch and test drives across three countries, to producing a host of press information resources to introduce the products across various communications channels (YouTube, GME Media Site, social media platforms). Not to mention, i...
Group Communication Team
Jardine Motors Group
Creative, innovative, and collaborative, the Communications team excel in their ability to communicate key messages whether internally or externally and are recognised across the business for their can-do attitude and ability to support multiple stakeholders across a vast array of topics and variety of audiences. Each team member dem...
INEOS Automotive Global PR Team
INEOS Automotive and PFPR Communications
The INEOS Automotive PR team has defined and delivered a global communications strategy to introduce INEOS’s first vehicle, the Grenadier 4X4. During an extraordinarily challenging time for the automotive industry, the team has successfully established a previously unknown brand, while defining the unique position of the Grenadier for ...
London North Eastern Railway Communications Team
London North Eastern Railway
The last year has seen the newly formed LNER’s Communications Directorate grapple with changing government guidance relating to public transport whilst communicating to our key audiences, especially to those travelling for essential purposes. As we progressed into 2021, the team were agile in switching messaging throughout the governme...
Unlimited Group (In-House at Ford)
Unlimited Group
Client: Ford of Britain & Ireland
Offering a unique in-house service, the Unlimited Group agency team have seen exceptional results providing dealer marketing digital solutions to Ford of Britain & Ireland. Exceeding all KPIs, the team have transformed dealer marketing services for Ford by implementing a first-class digital marketing coaching programme and asset produc...