R/GA and MediaCom lead nominations for Campaign Tech Awards

R/GA: virtual Michael Bublé creation for The O2
R/GA: virtual Michael Bublé creation for The O2

'O2 Bublé' is most nominated work at this year's awards.

R/GA London is the most-shortlisted entrant at this year’s Campaign Tech Awards, with seven entries nominated for prizes. 

Three of the agency's nominations are for its augmented-reality work for O2 that promoted a Michael Bublé concert by creating a 3D video avatar of the singer.

"O2 Bublé" is the most-nominated work the 2019 awards, appearing in the Best Audience Engagement, Best Use of Tech in Out-of-Home and Best Use of Experiential Tech shortlists. 

WPP’s MediaCom is the second-most-nominated agency with six nods. Two of its entries are for "Missguided styles Love Island", in which the fashion retailer partnered the ITV reality show to sell every outfit featured.

The Campaign Tech Awards, which will take place on 5 June in London, champion the best examples of collaboration between brands and agencies that use technology in marketing.

Snap’s UK general manager, Ed Couchman, is chairing this year’s panel of judges.

Last year’s winners include R/GA London (Agency of the Year); Wirewax (Tech Company of the Year), Threepipe (Integrated Campaign of the Year) and Google (Best Use of Data or Insight).

The shortlist in full 

Best Use of Experimental Tech 

Dentsu Aegis Network Manchester "Greggs gift bot"

Organic "Trump master flex"

The Brooklyn Brothers "Jaguar – the pace"

Toaster "Dippy's Naturenauts for the Natural History Museum"

Wavemaker "Start4Life breastfeeding friend"

VCCP "Look & Book" 

Most Effective Use of Programmatic Media

MediaCom "British Gas: Homecare"

Manning Gottlieb OMD "Specsavers uses cloud tech for performance gain"

Quantcast "Quantcast for FitFlop iQushion: British footwear brand puts its best foot forward in the US"

Best Use of Creative Personalisation 

Artefact "GA-as-a-DMP for segmented marketing"

MediaCom "British Gas: Homecare"

MediaCom "Missguided: Missguided styles Love Island"

Unit9 "StubHub: gift rapper"

Integrated Campaign of the Year 

Goodstuff Communications "Yorkshire Tea augmented realitree"

R/GA London "Make Google do it"

Tech for Good 

Dimension Data / Golin: "Connected conservation"

R/GA "CupClub"

Spotify "Spotify and Samaritans: the big listen"

Breakthrough Technology as Part of a Campaign

Mubaloo "The world’s first Alexa-powered ad unit"

VCCP "Look & Book"

AnalogFolk "Walkers win live"

UM / Johnson & Johnson "Calpol – using econometrics to predict the future"

R/GA "Beringar"

R/GA "CupClub"

SE2 "Digitally transforming the life insurance and annuities industries with digital direct life"

Yext "Yext – giving businesses a voice on Amazon Alexa"

Latitude Digital Marketing "Driving performance through innovation with 'the ticker’"

Wavemaker "WM air"

Best Use of Data/Insight

Publicis Sapient "The beat of 2018"

Stein IAS "Ingredion – you are how you eat"

Poke "Heineken - The world’s most shared moments"

Iris Worldwide "Iris & Barclaycard – how data has enabled always on marketing in the age of the customer"

IProspect "IProspect and Eurostar – inspiring real connections for smooth customer journeys"

UM for Johnson & Johnson "UM for Johnson & Johnson"

MediaCom "Tesco – the meat matrix"

Best Audience Engagement 

Poke "EE - 4GEE-style scanner"

MediaCom "Missguided: Missguided styles Love Island"

AnalogFolk "Walkers win live"

Mindshare "Three – puggerfly"

Mindshare "Three – #PhonesAreGood"

R/GA "O2 Bublé"

Best Use of Tech in Out-of-Home

Wavemaker "The power of suggestion: British Airways January sale 2019"

Grand Visual / Goodstuff Communications / Talon / Abbott Mead Vickers BBDO / Hiscox "The honeypot poster network"

R/GA "O2 Bublé"

Unit9 "Nike Reactland Dubai"

Best Use of Paid Search

Merkle UK Three "Merkle | Periscopix & Twitter: making paid search real-time with the power of tweets"

Essence "I-spy new mobile customer"

MediaCom "British Gas: winter is coming"

Wavemaker "Building a better account one purple brick at a time"

IProspect "IProspect and Saga – setting the bar for CPCs"

Best Use of Paid Social

Merkle UK Three "Merkle | Periscopix & Reed: vanity vs action: a paid social funnel strategy to improve retention and in-app conversions"

Reprise "The Economist and Reprise – new year, new you"

Mindshare "Three – puggerfly"

Mindshare "Three – #PhonesAreGood"

Mindshare "Marks & Spencer 2018 Christmas campaign" 

Best Lead Generation Campaign

Wavemaker "London Fire Brigade: recruiting firefighters & increasing female applicants"

The Lead Agency: "Driving incremental sales for Ford"

Manifesto / Ramblers: "Spurring campaign actions for the Ramblers with Facebook Instant Experiences"

Best Use of Experiential Tech

Mubaloo "The world’s first Alexa-powered ad unit"

4Creative "The human test"

Edelman "Omen by HP challenge"

Goodstuff Communications "Hiscox the honeypot poster network"

R/GA "O2 Bublé"

Quander "Sky Studios at The O2"

Tech Company of the Year

SoPro "The power of the plain text email – powered by SoPro’s social prospecting technology"

The Trade Desk: "Surf’s up! Ride the next wave of programmatic with The Trade Desk"

One to Watch

Huge: Cátia Oliveira, design director

Quander: Gavin Williams, chief executive 

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