Brands are blending digital platforms with real-world environments to create immersive, personalized experiences that translate online energy into human connection. From awareness to ownership and advocacy, this year’s Digiday Marketing and Advertising Awards Europe nominees prioritize frictionless journeys that deepen loyalty, strengthen brand perception and deliver sustained business results.
In the new Best Out-of-Home Campaign category, agency DIVE is nominated for its work with Coca-Cola Spain. For the Coca-Cola Music Experience 2025, Spain’s premier youth music festival, Coca-Cola partnered with DIVE and Essence Mediacom to activate TikTok’s Out of Phone program, transforming Madrid into a live, citywide feed of festival anticipation. From Sept. 5–11, high-impact DOOH screens showcased creator-led artist drops, countdowns and TikTok-native visuals that mirrored how fans engage on the platform. QR codes invited real-time interaction, turning everyday foot traffic into active participants. By translating TikTok buzz into physical spaces, Coca-Cola elevated its role from festival sponsor to cultural catalyst at the intersection of music, youth and creativity.
Finalists in the Best Technology category include Tribal Worldwide London and Volkswagen. The interactive agency’s personalized brochures were a critical component in a campaign designed to restore human connection in an increasingly digital car-buying journey. Sales advisors used the tool to capture the energy of in-person consultations and extend it beyond the dealership, while post-sale owner brochures supported customers during the critical early ownership period. The approach reframed digital communication as a continuation of the advisor relationship rather than a replacement, preserving trust, clarity and excitement at scale across 174 retailers. By combining personalization, advisor expertise and scalable digital tools, Volkswagen delivered a more confident, connected path from consideration to ownership.
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