Talon wins 6 at the Outdoor Media Awards
Last night Talon and our partner agencies dominated proceedings at the annual ‘Outdoor Media Awards’ hosted by Clear Channel and Campaign. In total, out of the eight awards up for grabs we won an extremely respectable six, with our partners including MGOMD, OMD UK, Grand Visual, JCDecaux and Ocean.
Waitrose and MGOMD led the way with their Spring campaign, which live streamed from the farm direct to digital OOH screens. The supermarket’s spring promotion, which was part of a wider multimedia campaign, endeavoured to reinforce why its consumers enjoyed shopping with the brand. Featuring live footage from the brand’s dairy and free range hen farms, the campaign highlighted the supermarkets focus on the quality of its products, as well as showcasing how well their animals are treated. Talon and MGOMD also partnered with Grand Visual, JCDecaux and Ocean on this campaign.
The campaign picked up the first award of the evening, The Innovation Award, but it didn’t stop there. It further picked up the newly created ‘People’s Favourite Award’ as well as winning the overall Grand Prize.
Other Talon successes included Age UK and MGOMD winning the Data category for their ‘no one should have no one’ campaign, highlighting the problem of loneliness in older age. Using a sophisticated, data-driven approach, again in partnership with Grand Visual, we created the first ever Loneliness Map of Great Britain. Built with a comprehensive mix of Age UK, Office of National Statistics and English Longitudinal Study of Ageing data, we analysed multiple factors, including age, size of household, health status, proximity to family, mobility, access to services, remoteness of region and number of support groups. This allowed us to cleverly reveal the areas of the county with highest levels of loneliness, right down to postcode level and target those audiences with a targeted OOH campaign.
Channel 4 and OMD UK picked up a ‘Multiple Format’ award for our work as part of the Paralympics coverage. To get noticed the campaign featured on a plethora of formats across a multitude of environments from rail, underground and roadside. We wanted to encourage people to watch more of the games so we provided live updates via bus timetable screens, London Underground information screens as well as turning bus 6-sheets into audio enabled posters.
And finally, Tailster picked up the inaugural SME award. A campaign that saw fantastic results with limited budget from a unique start-up brand that used OOH to drive awareness and action with new customers in London and Scotland.
Sony Pictures’ Ghostbusters and MGOMD were also highly commended for their Waterloo domination, in partnership with JCDecaux. The campaign saw oozing ‘Slime poles’ reaching 8ft placed around the station, and a gigantic version of the legendary Stay Puft man breaking through the floor dominated part of the station.
Talon had a total of 9 campaigns shortlisted across each of the 6 categories. A fantastic achievement in itself, showcasing our variety and continued high standard of work, and our sustained ethos to be as creative, agile, smart and data driven when it comes to planning OOH campaigns.