15 DEC 2021
MediaCom has retained the Media Network of the Year title that it won at Eurobest 2020.
The network picked up Gold in the Media category for its Dogvertising campaign for Pedigree Dentastix in Croatia, which was also shortlisted in three different categories; Use of Technology, Use of Real Time Data and Data-Driven Targeting. The campaign used cameras in DOOH screens to identify dogs being taken for a walk and then served relevant ads. The strategy boosted sales by up to 106%.
Dogvertising has also won trophies at Festival of Media Global, Cannes Lions, M&M Global Awards, Mixx Awards Europe and the Effie Awards Europe.
MediaCom’s work for Similac baby milk formula in Israel was also awarded Bronze in the Social Behaviour category. The campaign recognised the fact that lockdowns were making mums feel isolated in a country where pregnancy and birth can traditionally be a family affair.
The solution was to use sex toy technology to enable loved ones to provide mums-to-be with a virtual touch using haptic technology. New hospital identity bands that included this technology enabled families to stay connected thanks to Similac.
I’m delighted that we’ve retained the title that we won last year. Being Media Network of the Year is an honour for our team across EMEA and reflects the incredible work that is being done right across the region in very difficult circumstances. Dogvertising is a great example of the impact that MediaCom is delivering for our clients through creativity and Seeing The Bigger Picture.