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d 51 AWARD-WINNING NATIVE ADVERTISING EXAMPLES from the 2018 Native Advertising Awards Award Winning Native Advertising Examples Native Advertising Institute nativeadvertisinginstitute.com Table of Contents Foreword 4 Gonzo Media for Flying Tiger Copenhagen, Denmark 70 Aller Media A/S for Kosmolet x Nilens Jord, Denmark 75 Award-Winning Native Advertising Examples Motor Agency, Berlingske Media PartnerLab for Taffel, Denmark 81 Strategy 6 24sata Native for Pampers, Croatia 85 T Brand Studio for Pomellato, USA 7 Benjamin Native Studio for Eau Thermale Avène, Denmark 11 Channel 90 The Business Journals for BBVA Compass, USA 17 Omnicom/PHD, Ligatus for Volkswagen, Spain 91 A-Lehdet Content Studio/ Ryöväri for Mehiläinen, Finland 22 The Huddle Room for San Miguel Beer, The Philippines 94 Look at Media for Delivery Club, Russia 26 24sata Native for Cedevita, Croatia 98 VG Partnerstudio/Ernö for Thon Hotels, Norway 30 T Brand Studio for Bosch Home Appliances, UK 102 Look at Media for PepsiCo, Russia 34 N365 Group for USKA, Sweden 106 SBS, VIER, The Pool, Mediahuis for ENGIE Electrabel, Belgium 38 Nova TV for zadovoljna.hr, Croatia 108 TG Studio/Telegram Media Group for Panonska, Croatia 42 Aller Media/Starcom Denmark for Fiat, Denmark 113 JP/Politikens Hus for OPR Finance, Denmark 46 Schibsted Brand Studio for SOS Alarm, Sweden 117 Insider Studios/Insider Inc., MediaCom for Dell Technologies, USA 52 Gonzo Media for Ubisoft, Denmark 120 Indochine Media for Buro. Singapore, Singapore 56 Benjamin_Creative for Nørrebro Bycenter, Denmark 125 Styria Content Creation for Porsche Austria/SEAT, Austria 61 Telegraaf Media Groep for Rijksmuseum, The Netherlands 129 Axel Springer Brand Studio for Multiple Brands, Germany 66 ContentLab, del Groupe El Comercio for Maestro, Peru 133 Published by: Native Advertising Institute Editor: Johanne Eliasson Design: Nini Nielsen & Trine Münster-Swendsen 2 Table of Contents The Huddle Room for San Miguel Pure Foods Culinary Center, Axel Springer Brand Studio for Europa-Park, Germany 189 The Philippines 136 TG Studio/Telegram Media Group for Hrvatski Telekom, Croatia 192 Schibsted Brand Studio/OTW for SFF Stöldskyddsföreningen, Sweden 141 MUST for DFDS, Denmark 196 Gonzo Media for Lenovo, Denmark 145 The Boston Globe’s BG BrandLab for Franciscan Children’s Hospital, USA 198 24sata Native for LELO, Croatia 152 TV2 for Nordea, Denmark 201 CNN International Commercial/Gyro for UK Vertical Media/Gründerszene/Plan.Net Hamburg for Audible GmbH, Department for International Trade, UK 157 Germany 205 The Local Europe AB for Invest Stockholm, Sweden 161 VG Partnerstudio/IUM for United International Pictures, Norway 211 Bonnier News Brand Studio Vobling, Löfbergs, MEC for Löfbergs, Sweden 165 Schibsted Brand Studio for SOS Children Villages Sweden, Sweden 213 Passendo for Opel Danmark A/S, Denmark 169 Maison Moderne for BIL, Luxembourg 172 14 Valuable Learnings from the Award-Winning Native Advertising Campaigns 217 Format 174 Atlantic Re:think for Netflix Fauda, USA 175 All Winners of the Native Advertising Awards 2018 220 2L Agency for Ricoh, Russia 179 Interactive Projects Studio for the Kurchatov Institute, Russia 183 The Native Advertising Awards Jury 2018 223 Atlantic Re:think for Hewlett Packard Enterprise, USA 186 Published by: Native Advertising Institute Editor: Johanne Eliasson Design: Nini Nielsen & Trine Münster-Swendsen 3 d Foreword Welcome to the Native Advertising Awards 2018 wrap-up. hen we announced the Every case provides a deep insight into the goals of winners of the Native the campaigns, the process, the KPIs and much more. Advertising Awards 2018 We believe that it is the most comprehensive valua- at our annual conference - ble and educational case compilation ever made. An Native Advertising DAYS - absolute must-read for anyone looking for inspiration in Berlin, the room turned and insights on how to create truly award-winning ecstatic. The 450 attendees from 45 countries were native advertising campaigns. moreW than eager to celebrate the outstanding work of their peers. The winners themselves were proud We were wildly impressed with this year’s entries and happy beyond words–and for good reason. and can’t wait for next year’s entries to get another chance to celebrate all the creative, bold and This year’s award had the biggest number of sub- talented people in the native missions with almost 200 entries. The quality of the advertising industry. work was higher than ever, making the competition fierce. Going up against the best and the brightest from all over the globe, bringing home the gold or even being shortlisted is such an impressive achieve- ment. Jesper Laursen Founder We at the Institute are honored to provide the Native Advertising Institute platform for the global native advertising industry to celebrate the heroes of our space. We had 33 cat- egories this year, and in this ebook, you’ll find the gold, silver and bronze winners of each category. nativeadvertisinginstitute.com Award Winning Native Advertising Examples Native Advertising Institute nativeadvertisinginstitute.com 4 we’re now open for entries SIGN UP HERE! www.nativeadvertisinginstitute.com/awards/ d STRATEGY 2018 Award Winning Native Advertising Examples Native Advertising Institute nativeadvertisinginstitute.com d Best Native Advertising Strategy Campaign: Looking Back, Striding Forward – How women are paving the road to equality Publisher/Agency: T Brand Studio, The New York Times Brand: Pomellato Country: USA Summary The Italian jewelry brand Pomellato teamed up with T Brand Studio to raise awareness of the their brand and their #PomellatoForWomen campaign. T Brand Studio aligned the brand with the larger conversation about women’s rights, through a paid post, covering key events throughout history until today’s #MeToo movement. The campaign reached 135M total impres- sions. Mission The Italian jewelry brand Pomellato partnered with T Brand Studio, the branded content team at The New York Times, to create highly engaging, in-depth digital content supporting its 2018 #PomellatoForWomen campaign to be launched on International Women’s Day on March 8th. The objectives of this campaign were to raise awareness of the brand among a younger female that allowed for further alignment of the two brands audience and to provide context and setting for in a truly native environment. Pomellato’s new brand video, featuring influential women like Jane Fonda, Anjelica Huston, Chiara T Brand Studio recommended aligning the brand KPIs Ferragni and other inspiring figures who are publicly with the larger conversation about women’s rights, Primary KPIs spreading the word about the importance of female through news coverage of key events throughout yyAwareness of the Pomellato brand empowerment. history until today’s #MeToo movement. A strategy Award Winning Native Advertising Examples Native Advertising Institute nativeadvertisinginstitute.com 7 d Best Native Advertising Strategy / GOLD yyViews of the paid post yyReach Secondary KPIs yyViews of the campaign video yyEngagement with New York Times’ audience Target audience The campaign targeted women aged 25-49 who are highly educated, urban, independent and stylish, with interests in design, art, fashion, luxury, travel and lifestyle. It sought to reach New York Times readers earning more than 100K€ annually, geographically targeting major cities in United States, France and Italy. The campaign was aimed first at mobile users. Strategic approach The New York Times T Brand Studio used the occa- sion of International Women’s Day to launch digital branded content, marking milestones in women’s rights from 1967, when the house of Pomellato was born, to the present day. Positioning Pomellato in line with key historic mo- story and later won a Pulitzer Prize for the investiga- approach for the campaign message page layout. It ments in the women’s movement provided the brand tive journalism that prompted a worldwide movement. resulted in a dynamic, interactive page that’s inform- with a new platform to show the many ways it has Furthermore, this topic allowed Pomellato’s empow- ative, both historic and modern and a thoroughly consistently been focused on women’s roles in soci- erment message to resonate with audiences in an topical read for The New York Times’s audience. ety, reflecting a strong, independent and expressive authentic, contextually aligned and impactful way. femininity. Creative idea With a tight production schedule of around three To achieve Pomellato’s goal of positioning the brand It was a natural alignment, given that The New York weeks, T Brand Studio’s editors, designers and devel- as an empowering one for women, T Brand Studio Times broke the Harvey Weinstein sexual assault opers worked closely together to develop a timeline created a content destination on nytimes.com, using Award Winning Native Advertising Examples Native Advertising Institute nativeadvertisinginstitute.com 8 d Best Native Advertising Strategy / GOLD an engaging timeline format. It examined key mo- ments that defined the women’s rights movement from the early 20th century up until now and how these landmark civic changes are influencing our lives today. Along with this main narrative, T Brand Studio featured newsroom articles and images from The New York Times’ archives that added depth and lent broader background to each landmark moment. 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