Inaugural "Fourth Screen Award" Winners Announced
28/02/07 15:00 Filed in: Press
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
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