"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."
"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."
Brands blend digital platforms and real-world environments to create immersive, personalized experiences that translate online energy into human connection. Award nominees emphasize frictionless customer journeys from awareness through ownership and advocacy to deepen loyalty and strengthen brand perception. For the Coca-Cola Music Experience 2025, DIVE and Essence Mediacom used TikTok's Out of Phone and high-impact DOOH screens with creator-led drops, countdowns, TikTok-native visuals and QR codes to convert foot traffic into real-time participation across Madrid. Tribal Worldwide London and Volkswagen used personalized brochures and advisor-enabled digital tools to extend in-person consultations, support early ownership and preserve trust across 174 retailers.
Read at Digiday
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