Mindshare wins the Steve Wozniak Award at Masters of Marketing Awards 2016
Mindshare UK, part of WPP, is delighted to announce that it has won the Steve Wozniak Award for Tech Excellence at Masters of Marketing for its Feel Wimbledon campaign with Jaguar Land Rover.
The Masters of Marketing celebrates the very best work and campaigns happening in the UK right now, and the fabled Steve Wozniak Award recognises excellence in brands’ use of data, analytics or skilled optimisation.
Mindshare UK took home the prestigious gong for its Jaguar Land Rover Feel Wimbledon campaign, which used biometrics and sociometrics to provide real-time mood analysis at The Wimbledon Championships 2015.
The system measured crowd movement, audio levels and heart rate data and collated this with sociometric tracking from social media to create a ‘live mood picture’, enabling fans to access a daily live Wimbledon mood and emotion feed via Jaguar Land Rover’s own social media channels.
The judges noted that the campaign overlapped creativity, emotion and incredible real-time data science. It showcased an innovative use of sensor IOT solutions and visualisations, activated in both on- and offline environments.
Helen McRae, CEO of Mindshare UK, said: “This award highlights our position as one of the leading creative media agencies in the UK. Lots of campaigns today seem to use technology for technology’s sake, however, our Feel Wimbledon campaign proves that by embracing cutting edge tech, brands are able to draw on the UK’s emotional attachment with events like Wimbledon to form genuine attachments with current and future customers. The live mood picture was also a compelling and simple way to display the data we gathered, making it accessible for everyone interested in Wimbledon 2015.”
Robert Herd, Head of Communications at Jaguar Land Rover UK, said: “This win is a direct result of the great working relationship we have with Mindshare and their ability to align their media strategy with Jaguar’s drive for performance, innovation and technology. The Feel Wimbledon campaign was a perfect example of this fusion.”
Ruth Mortimer, director of the Festival of Marketing, said: "The Masters of Marketing is all about being the best of the best. Because the awards are part of the Festival, we ask our most high profile speakers to help us award true mastery. We asked Steve Wozniak to pick the entry from our winners that best showed excellent use of technology. We were thrilled that the Jaguar Land Rover and Mindshare campaign using biometric data won the award given Wozniak's iconic status."