2008 WINNERS of The “Fourth Screen Awards” for Out-of-Home Digital Media Announced
04/02/08 12:50 Filed in: Press
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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