Classic Posters and Banners

The winning campaign will demonstrate effective use of
classic (paper-based) large format posters or banners,
either independently or as part of a multi-format
campaign. Added attention will be paid to campaigns that
demonstrate effective brand building and an unmissable
presence.

Special Builds and Site Adaptions

Campaigns should feature a pre-existing OOH
opportunity that has been adapted or expanded in a
creative way. Examples could include 3D builds, vinyl
wraps, digital integration, original print and/or lighting
techniques, extra sensory stimulus etc.

Transport

This category awards campaigns that demonstrates
effective or original use of one or more transport
environments, e.g. Rail, Underground, Bus, Tram or
Airport etc. Whether its a creative tailored to commuters
or an execution original to the environment, the winning
entry should showcase Out-of-Home within the transport
environment.

National Campaign

The winner of this category will showcase an OOH
campaign at national scale across multiple environments
and formats. Campaigns in this category should
demonstrate the challenges and strategy involved in the
process. Added consideration will be given to campaigns
that showcase OOH’s ability to build brands and deliver
measurable benefits.

Best Interconnected OOH Formats

In this category the winning campaign will demonstrate
effective use of more than one format, and how these
worked together to deliver the campaign objective(s). For
example, this could be digital & classic or two or more
formats within each. Entries should clearly demonstrate a
role for each format and how they complemented each
other.

Best use of Digital

Campaigns should showcase the best of Digital Out-of-
Home, whether that’s innovative planning strategies that
utilise the flexibility of the format or a strategy where only
digital could deliver the objective. Campaigns can be of
any size and feature one or more bursts.

Multi-channel Strategy

The winner in this category will demonstrate a strong role
for OOH as part of a campaign that featured two or more
media channels. The entry should make clear why OOH
was chosen alongside the other channels and how they
complemented each other. Added consideration will be
given to entries that can attribute measurable benefits of
adding OOH to the campaign.

Interactive

This category recognises an OOH campaign or oneoff
execution that attracted an audience to engage
with an OOH screen either physically (in the form of
an experience) or via an online response. To qualify as
‘interactive’ the campaign should demonstrate an action/
response resulting from the person(s) participation either
immediately or very soon after.

Most effective use of Live Updates

The judges are looking for campaigns that utilise real-time
data to populate the OOH creative or creative displayed
in response to a real-time trigger. The campaign should
demonstrate the flexibility of OOH, in particular digital
formats, to respond in the most relevant moments.

Most effective use of Mobile

This category is open to advertisers that featured a
mobile interaction or mobile derived data as part of an
OOH campaign. This could be, for example, a campaign
that encouraged consumers to interact with the creative
using their mobile device or a campaign where planning
decisions were influenced by mobile data.

Most Talked About

We’re looking for an OOH campaign that got the public
and/or businesses talking about the campaign. This could
be evidenced through social media channels or featuring
in the trade press. The judges will consider campaigns of
all sizes, either nationally or locally.

Use of Digital Technologies

The winner of this category will demonstrate effective
use of digital technology. Examples could include digital
production techniques or using technology to enhance
the ability of the campaign to grab attention.

Visual Craft

Campaigns in this category must demonstrate creative
use of illustration, original or manipulated photography
and/or typography. This can be a single element within a
wider ad campaign or the overarching campaign design
and can be static or animated.

Copywriting

This category awards the best use of copy, in either
headlines and/or supporting copy, and the use of copy to
form dynamic messages.

Innovation

The winner of this category will showcase an OOH
innovation that pushes the boundaries of what’s possible.
This could include overcoming a physical or technological
challenge or pioneering something new to deliver the
campaign objectives. The judges will consider both high
profile innovations and smart technologies that underpin
the campaign, making it work harder/more efficient.

Spectacular

This category is open to campaigns or one-off executions
that feature one or more spectacular elements. For
example, this could be an adaption of an existing poster
site, taking over a venue or dominating an OOH space.

Experiential/Ambient

In this category the winning campaign will feature an
experiential/live marketing event or ‘ambient’ execution
that involves audience participation or creates an
experience for those viewing it. Extra consideration will be
given to campaigns that can demonstrate unprompted
engagement by the audience.

Best use of Long Copy

Campaigns in this category will demonstrate effective
use of long copy on a format with sufficient dwell-time to
allow the audience to read it fully. Extra consideration will
be given to copy that’s intriguing/attention grabbing and
able to demonstrate what use of long copy added to the
campaign.

International Campaign

The winner of this category will demonstrate how UK
OOH featured as part of an international campaign.
The judges are looking for a campaign that spans 2 or
more markets and provides evidence of an international
strategy and a clear role for the UK within this.

Small Budget

This category is seeking a campaign that demonstrates
impressive outcomes with a total budget of up to £50,000.
For example, this could be a local campaign that made a
big impact in the area, or a one-off execution that created
a wider scale response. To qualify for best use of a small
budget the campaign will need to punch above its weight
in terms of outcomes for the advertiser.

Use of Data

The judges are looking for evidence of effective use of
data to inform the planning, buying or creative output of
an OOH campaign. Extra consideration will be given to
campaigns that use data in new and innovative ways to
create strong & measurable outcomes for the advertiser.

Local Campaign

This category is for campaigns that delivered something
special at a local level. This could be a small-scale
campaign or a national campaign tailored to the local
audience. The judges are looking for evidence of using
OOH effectively to influence the local audience.

Point of Sale & Retail

Campaigns in this category will feature effective use of
OOH at or in proximity to point-of-sale locations, i.e. a
retailer or location of purchase. The successful campaign
will demonstrate the effect on sales and/or intent to
purchase resulting from the campaign. Extra consideration
will be given to entries that feature innovative use of OOH
in this space.

Corporate Socially Responsible

The winner of this category will demonstrate a campaign
that placed social responsibility at its heart. This could be
environmental, social or economic. The judges will award
the campaign that best demonstrates leadership in this
responsibility as part of a long-term strategy/commitment.

Not For Profit

This category is for campaigns that operated without
profit, i.e. with proceeds going to a charitable cause or a
campaign by a charity. The winning entry will demonstrate
effective use of OOH to deliver the campaign objectives.

Distruptive

This category is intended for campaigns that have used
OOH in novel ways to disrupt a moment or occasion,
creating stand-out in ways everyday media might not.
The campaign can be a one-off or series of appearances
at any budget level. Entries must be legal and pose no
danger to the public or property - evidence of this should
be provided if any uncertainty could arise.

New Media Opportunity

Media owners or owners of new OOH media offerings
(including brands if the idea can be made available to
others) are invited to submit entries for the best new
media opportunity. This could be a new OOH product/
panel, event or supporting technology for example.
Entries should demonstrate how the offering provides
measurable benefits for advertisers using one or
more examples. Extra consideration will be given to
opportunities that break new boundaries.

Best use of location

The winner of this category will demonstrate how location
was used as a primary factor in an OOH campaign. This
could be a campaign that appeared in an unexpected
place(s) or larger scale activity that localised the message
to give unique context to the campaign. The judges are
looking for examples that were only possible with location
at the heart of the activity.

Extra sensory

The judges are looking for a campaign that made effective
use of at least one extra sensory component, i.e. beyond
the norm, this could involve something visual, audible,
scent or taste based, or something you touch. The
execution should create evidence of added attention by
the audience.