Press
2008 WINNERS of The “Fourth Screen Awards” for Out-of-Home Digital Media Announced
04/02/08 12:50
PRN’s Gillette Holiday Razor campaign took home the Best of the Best honors at the Fourth Screen Awards last week in Las Vegas with its use of animation and pitch perfect music to showcase disposable razors singing Christmas carols,
“The campaign won the entire jury over with its simple, yet clever messaging,” says Greg Kahn, chairman of the judging panel and VP of strategic insights at Optimedia. “It stood out from the pack by providing consumers with an extremely positive in-store brand experience.”
Digital Aisle's Win Bears Tickets! campaign for Miller Brewing Company scored a touch down in the Interactive category, winning a gold for custom high-definition interactive displays deployed in 10 Chicago liquor stores.
Beer drinkers were prompted via kiosks to compete in the "wipe the screen clean" game in an effort to win Bears tickets. Players were encouraged to enter their email addresses for future marketing messages and received coupons for purchases of Miller beer.
"The combination of strong promotional elements and compelling interactive features established Digital Aisle's entry as a category leader,” says Kahn, who as chair led a power panel of seven judges.
The average liquor store visitor spent between three to five minutes at Digital Aisle's kiosks and the participating stores witnessed a 20 per cent sales lift over stores that weren't outfitted with the display units.
The gold in the Brand Advertising category went to JC Decaux for its spectacular work on the Microsoft Digital Brand Experience campaign.
With nearly 60 entries, this year's Fourth Screen Awards showcased an outstanding body of digital out-of-home work. Many companies demonstrated creativity, on-target messaging and solid execution. Although the bar had been set high in 2007, this year's entrants exceeded expectations.
“I was very impressed by creative content that was specifically created for particular venues, and also by the non-use of typical TV creative,” says Jack Sullivan, SVP/Out-of-home Activation Director at Starcom USA and member of the judging panel. “Standard, non-customized TV commercials don’t work in most digital out-of-home venues.”
What does work for this emerging medium includes bold, large pictures, colorful creative, simple verbage and constant branding of the product on screen. If audio is enabled, the music or announcements must be clear and non-intrusive, says Sullivan.
“On the whole, the Fourth Screen Awards gave me the impression the industry is moving in the right direction.”
The Fourth Screen Awards 2008 was produced by Strategy Institute, the world’s leader in digital signage, in-store TV and narrowcasting education, and held in conjunction with OVAB and Digital Signage Today.com.
"Best of the Best"
Awarded to: PRN
Campaign Title: Gillette Holiday Razors on the Wal-Mart Network
Client: Wal-Mart In-Store TV Network
Promotional Advertising:
GOLD WINNER
Awarded to: PRN
Campaign Title: Gillette Holiday Razors on the Wal-Mart Network
Client: Wal-Mart In-Store TV Network
Silver Winner
Awarded to: PRN
Campaign Title: Holiday Photo Card on the Wal-Mart Network
Client: Wal-Mart In-Store TV Network
Bronze Winner
Awarded to: Daktronics
Campaign Title: My Coke Rewards
Client: Coca-Cola / Arena Networks
Brand Advertising:
GOLD WINNER
Awarded to: JC Decaux
Campaign Title: Microsoft Digital Brand Experience
Client: Microsoft / JC Decaux NA Digital Network
Silver Winner
Awarded to: Telstra TV
Campaign Title: Capabilities "Mercury"
Client: Telstra / Telstra TV
Bronze Winner
Awarded to: Best Buy
Campaign Title:Holiday 2007 "WOW GUARANTEED"
Client: Best Buy In-Store High Definition Television Network
Interactive Advertising
GOLD WINNER
Awarded to: Digital Aisle
Campaign Title: Win Bears Tickets!
Client: Miller Brewing / Digital Aisle Network
Silver
Awarded to: Reactrix, Inc.
Campaign Title: Crush - Skittles
Client: TBWA Chiat/NY / Reactrix Media Network
Bronze
Awarded to: Brand Experience Lab
Campaign Title: Volvo XC70 Audience Game
Client: Volvo
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Inaugural "Fourth Screen Award" Winners Announced
28/02/07 15:00
For immediate release
02/28/2007 – LAS VEGAS
Inaugural “Fourth Screen Awards” For Best Dynamic Content in Out-of-Home Digital Media Announces 2007 Winners in Brand, Promotional, Interactive and Public Service Announcement Advertising Campaigns
LAS VEGAS, February 28, 2007 – Juries for the Inaugural “Fourth Screen Awards” announced Gold Winners in four categories as well as a total of 10 Sliver and Bronze winners at the Annual Fourth Screen Awards for Best Dynamic Content in Brand, Promotional, Interactive and Public Service Announcement Campaign Awards Showcase held Wednesday February 21st, 2007 at Caesars Palace, Las Vegas.
"The Fourth Screen Awards 2007 was an opportunity to congratulate and learn from the most innovative, creative and effective content developers the out-of-home digital media industry has to offer," says Adam Remson, Publisher of Other Advertising Magazine. Adding “it’s a way to foster innovation and growth in content production. The Fourth Screen Awards celebrate those groups who have raised the bar for everyone in alternative out-of-home digital media.”
Out-of-home digital media is North America’s fastest growing new media. It encompasses digital billboards, out-of home TV networks, and place-based media, and continues to show the strongest growth rate gaining 31.6%, according to Veronis Suhler Stevenson 2006 Communications Industry report.
The name “Fourth Screen” was chosen for the award as it best represents the essence of this growing media and is the newly established moniker being used by the advertising industry (with TV being the first screen, computers/internet the second and mobile/cellphones the third screen).
The Fourth Screen Awards judging process makes it possible for there to be more than one Gold, Silver or Bronze winner – or in some cases, no Gold or Silver winners at all – within individual categories. Over 50 submissions were received from around the world. Professionals, networks, advertising agencies, specialty creative shops and production houses dedicated to content production in out-of-home digital media entered. If judges determined a Gold winner is representative of the highest standard in content design and effectiveness, they had the opportunity to bestow an even higher honor: “Best of the Best”.
“Best of the Best”
GOLD WINNER
Awarded to: Alchemy International
Campaign Title: Smirnoff Vodka / Casino Royale
Client: Diageo / Diageo In-Store Screens
Promotional Advertising
GOLD WINNER
Awarded to: The Famous Group
Campaign Title: Toyota Yaris Mobisodes
Client: Saatchi & Saatchi Los Angeles
Silver Winner
Awarded to: Unolink
Campaign Title: Can You See This?
Client: Optica Caroni
Bronze Winner
Awarded to: DraftFCB
Campaign Title: Carphone Warehouse and O2 Stores
Client: Nokia In-Store
Bronze Winner
Awarded to: Met|Hodder
Campaign Title: Pillsbury / Hershey's
Client: Pillsbury / Kroger Network
Brand Advertising
GOLD WINNER
Awarded to: Nike
Campaign Title: Hawk
Client: Nike Retail Network
Silver Winner
Awarded to: Captivate Network
Campaign Title: FedEx Total Shipping Solutions Campaign
Client: FedEx and FedExKinkos
Silver Winner
Awarded to: MediaPlace
Campaign Title: Champs Sports - Behind The Scenes - Nike AirMax
Client: Champs Sports / Champs Sports TV
Bronze Winner
Awarded to: Met|Hodder
Campaign Title: ABC Grey's Anatomy "Seriously"
Client: ABC Entertainment / ABC In-Store Network at Meijer
Interactive Advertising
GOLD WINNER
Awarded to: Polo Ralph Lauren
Campaign Title: Interactive Shopping Experience
Client: Polo Ralph Lauren
Silver Winner
Awarded to: Ecast
Campaign Title: Jeep Compass
Client: Jeep/Ecast Network
Bronze Winner
Awarded to: John Ryan Performance
Campaign Title: Health Savings Account
Client: US Bank
Public Service Announcement
Bronze Winner
Awarded to: DynaTek
Campaign Title: Get Converged!
Client: DynaTek Media Network
Bronze Winner
Awarded to: John Ryan Performance
Campaign Title: Citi Syndicates
Client: CitiBank
The Fourth Screen Award winners were decided by a panel of industry experts representing leading measurement, advertising and creative houses including: William Ratcliffe, Ph.D., Chair; Adam Remson, Publisher, Other Advertising Magazine; Spencer Knisely, Five Families Senior Director In-Store Communication, Best Buy EDG; June Peoples, VP Product Development, DS-IQ; Ryan Laul, Managing Director, PosterScope USA, Aaron Campus, VP Creative, EyeQ Digital, Inc.; and Kent Hodder, Creative Director, CEO, The Metropolitan Group, Met|Hodder.
By all accounts the Fourth Screen Awards were a resounding success. William Ratcliffe, Chair, Judge Panel of the Fourth Screen Awards in reflecting the unanimous view of judges said “Alchemy’s Smirnoff spot was the hands down “Best of the Best” winner of the 1st annual Fourth Screen Awards. The judges felt that the entry met a number of objectives extremely well, by adapting existing creative to multiple brand objectives for digital signage application. Objective included engaging shoppers in a positive in-store brand experience, encouraging personal brand interaction, stimulating sales and increasing the brand’s stature. Rarely are multiple objectives met with such clarity”.
June Eva Peoples, Judge, VP Business Development of DS-IQ, a company that does behavioral targeting for retail digital media advertising, commented: “I was happy to see a high order of creativity in the Award submissions, which suggests to me that the quality and precision of digital media messaging is evolving rapidly.”
The Inaugural Fourth Screen Awards (www.fourthscreenawards.com) were produced by Strategy Institute, the world’s leader in digital signage, in-store TV and narrowcasting education, and held in conjunction with Other Advertising (www.otheradvertising.com), the first and only publication dedicated to nontraditional advertising media. Other Advertising brings the news, trends and discussions concerning out-of home and nontraditional marketing to the forefront of the advertising business.
The second annual “Fourth Screen Awards” for best dynamic content in out-of-home digital media will be held in January 2008 in Las Vegas.
FOR FURTHER INFORMATION CONTACT:
Mark Fairhurst
Communications Executive
Strategy Institute
230 Park Avenue, 10th Floor
New York, NY 10169
Phone: 1.866.453.3345 x242
Fax: 1.866.298.9344
info@fourthscreenawards.com
www.fourthscreenawards.com
Announcement of the "Fourth Screen Awards"
20/11/06 12:00
Announcement of the "Fourth Screen Awards"
(NEW YORK) November 20th, 2006 - Strategy Institute is pleased to announce that at its Out-of-Home Digital Networks CONTENT STRATEGIES and AWARDS Summit being held at Caesars Palace, Las Vegas, February 21st -22nd, 2007, it will launch "Fourth Screen Awards".
Recognition will be extended to those professionals, networks, advertising agencies, special creative shops and production houses, which have exhibited excellence in content productions for the digital signage media. The "Fourth Screen Awards" will be decided by a panel of industry experts that represent the leading measurement, advertising and creative houses. The submission categories will fall along the lines of 6 specific business models including: branding; merchandising; corporate communications; public service; interactive and other.
The judging committee will be headed up by William (Bill) D Ratcliffe, PhD (formerly Millward Brown) who is a measurement specialist on how content in a digital network environment impacts customer behaviour. “I am excited about celebrating top rated content, this is the stuff that moves our industry forward” He also suggested “the most important aspect of any digital network is content, while it is an often sited cliché, content truly is king and is the main reason why a network succeeds or fails.”
"This is an opportunity to congratulate and learn from the most innovative, creative and effective content developers the out-of-home digital network industry has to offer," says David Laird, President of Strategy Institute. The “Fourth Screen Awards" will be a fixture at the Out-of-Home Digital Networks CONTENT STRATEGIES and AWARDS Summit held annually in Las Vegas.
Out-of-Home Digital Networks CONTENT STRATEGIES and AWARDS Summit is produced by Strategy Institute, the world’s leader in digital signage, in-store TV and narrowcasting education, and held in conjunction with Other Advertising Magazine.
FOR FURTHER INFORMATION CONTACT:
Mark Fairhurst
Marketing Manager
Strategy Institute
230 Park Avenue, 10th Floor
New York, NY 10169
Phone: 1.866.453.3345 x242
Fax: 1.866.298.9344
info@fourthscreenawards.com