Talon sweeps six wins at the Outdoor Media Awards
Along with our partner agencies, Talon dominated proceedings at the annual Outdoor Media Awards, hosted by Clear Channel and Campaign.
Over the eight categories available, Talon had 10 entries shortlisted and managed to take home wins in four categories along with the People’s Choice and Grand Prix awards.
Our work for McDonald’s alongside OMD UK, Grand Visual, Leo Burnett and Ocean Outdoor picked up a staggering five awards in total; the Multiple Format Award for McDonald’s digital long-term holding, Creativity Award for Big Mac is 50, Data and Insight Award for McDonald’s Ada optimised Saver Menu, People’s Choice Award for Big Mac is 50 and the Grand Prix. Unusually the Grand Prix didn’t award just one McDonald’s campaign but recognised all three that had been entered, for having a truly innovative and data-led approach. Campaign’s Global Editor in Chief, Claire Beale, also commented that McDonald’s was the “undeniable, best of the best in outdoor across the board”.
With OOH acting as one of McDonald’s hardest working channels, due to its ability to deliver the perfect balance of scale, brand fame and proximity, we explored new ways to use data to reconnect with the McDonald’s audience in smarter ways.
All the campaigns focused on this data-driven approach, driving strong, demonstrable results for McDonald’s. Highlights included driving a 39% increase in ad-recall for the digital long-term holding, the country selling out of Big Mac’s during the 50-year celebrations and the using our Ada platform to deliver 4.5x more incremental visits to McDonald’s restaurants following the Saver Menu campaign.
In addition to this Talon, Goodstuff, Grand Visual and AMV BBDO picked up the Innovation Award for the Hiscox Cyber Live campaign. This campaign centred around highlighting just how easy it is for small businesses to become victims of hacking, through creative showing live attacks on honeypot servers on digital OOH screens. The campaign resulted in incredible outcomes for Hiscox, including an 87% increase in overall cyber security quotes following the campaign.
Finally, we also saw work done for the brand Eve by Talon, Goodstuff and Exterion receive a high commended in the SME category.
We had a fantastic year, supported by our wonderful partner agencies and clients, showcasing the breadth and depth of our continued high standard of work and how we continue to implement our ‘Smarter as Standard’ approach.