DMA UK Awards

Celebrating campaigns that show the best thinking, innovation and results in direct marketing

Data & Marketing Association

About the Awards

The DMA UK Awards use a rigorous judging process across strategy, creativity and results to encourage the evolution of one-to-one marketing and create benchmarks for excellence.

The most recent Awards were announced in January 2021 and all the winning case studies are available to read here on WARC.

Find out more about the DMA UK

BT Sport: Unscripted

Grand Prix 2020

BT Sport: Unscripted

Brand
BT Sport
Agency
Wunderman Thompson / Essence

BT Sport collaborated with Google Cloud, Opta and Squawka to write the script for the entire 2019/20 sporting season using artificial intelligence.

Selected Gold winners

Scania: The Unbelievable Truth

Scania: The Unbelievable Truth

Brand
Scania
Agency
ThinkBDW

Scania increased web traffic and achieved an ROI of £220:1 with its compelling campaign that took consumers on an online journey.

Klarna: Heartbeats 4 Sneakers

Klarna: Heartbeats 4 Sneakers

Brand
Klarna
Agency
In-house

Klarna launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.

The Guardian: Hope is power

The Guardian: Hope is power

Brand
The Guardian
Agency
Uncommon / PHD Media

The Guardian launched its campaign Hope is Power with the target of reaching two million paying supporters by 2022.

O2: GO

O2: GO

Brand
O2
Agency
The Marketing Store

O2 re-engaged audiences with a campaign that increased the number of people downloading and using the O2 Priority app in the UK.

Further Gold winners

ROCKWOOL: The 7 Strengths of Stone – Test Series
Brand
ROCKWOOL
Agency
The True Agency
PayPal: A little win for data-driven empathy
Brand
PayPal
Agency
RAPP UK
National Health Service England: We Are Nurses. We Are The NHS.
Brand
NHS England
Agency
MullenLowe MediaHub / Mullen Lowe London
Sainsbury's: Collect For Christmas
Brand
Sainsbury's
Agency
Table19
Sainsbury's: Data Playback
Brand
Sainsbury's
Agency
Table19
Tommee Tippee: Nipplevision
Brand
Tommee Tippee
Agency
MRM London
BT: Flexible BT TV Launch - Cinema Activation
Brand
BT TV
Agency
Recipe / Essence
Médecins Sans Frontières UK: The COVID-19 Appeal
Brand
Médecins Sans Frontières
Agency
Crafted
Sainsbury's: Signsbury’s – the world’s first deaf-friendly supermarket
Brand
Sainsbury's
Agency
Hope & Glory / Gravity Road / DrumPHD
Toyota GB: Getting Hyper-Personal: Using Data to send powerful, relevant and meaningful communications to Toyota customers
Brand
Toyota
Agency
Jellyfish
Titan Travel: Worldwide brochure – a personalised travel experience
Brand
Titan Travel
Agency
iProspect / Accord Marketing
Hyperoptic: Hyper-optimum bidding strategy – A global first
Brand
Hyperoptic
Agency
Merkle
The Guardian Weekly: Berlin Takeover
Brand
The Guardian (newspaper)
Agency
OLIVER
Churchill Insurance: Little Chapters of Chill
Brand
Churchill Insurance
Agency
Engine
ODEON: Digital Customer Experience
Brand
Odeon
Agency
Ogilvy & Mather, Ogilvy
The Fragrance Foundation: Fragrance Lasts
Brand
The Fragrance Foundation
Agency
M&C Saatchi
World Animal Protection: Don't be fooled by a smile
Brand
World Animal Protection
Agency
Different Kettle

Bronze winners

Mitsubishi Motors: Weatherproof Warriors – How a data driven campaign helped Mitsubishi weather the Q1 storms
Brand
Mitsubishi
Agency
Manning Gottlieb OMD / Golley Slater
Rexona: #MoveMoreAtHome
Brand
Rexona
Agency
UStudio / OLIVER
Macmillan Cancer Support: A vital piece in the cancer puzzle
Brand
Macmillan Cancer Support
Agency
MRM London
Pets at Home: Very Important Pets Club
Brand
Pets at Home
Agency
In-house
BrandZ: Graphic Novel
Brand
BrandZ
Agency
WPP
Ambitious about Autism: The world has turned upside down
Brand
Ambitious about Autism
Agency
Red Brick Road
Circumstance Distillery: Monker's Garkel – the world's first AI gin
Brand
Circumstance Distillery
Agency
Tiny Giant
NSPCC: Look, Say, Sing, Play – helping parents and babies bond.
Brand
NSPCC
Agency
In-house
Mondelez: Creme Egg EATertainment
Brand
Cadbury's Creme Egg
Agency
Elvis Communications
ŠKODA UK: Climb for #ThisIsOurTime – Riding to close the gender gap in cycling
Brand
Skoda
Agency
Ogilvy & Mather, London
Network Rail: EIGHTEEN – The Graphic Novel
Brand
Network Rail
Agency
23Red
Sense: Sign School
Brand
Sense International
Agency
Good Agency
Department for Environment, Food and Rural Affairs (DEFRA): Petfished
Brand
Department for Environment, Food and Rural Affairs (DEFRA)
Agency
In-house
Liverpool FC scores international success
Brand
Liverpool F.C.
Agency
In-house
Level: Fly with Pride – An authentic prosocial travel campaign for Barcelona Pride
Brand
Level
Agency
Wavemaker London / Ogilvy & Mather, London
TalkTalk: Customer Value Statement
Brand
TalkTalk
Agency
The&Partnership