The Moodies 2020 winners revealed: Recognising the best in airport & travel retail digital, social media & marketing
INTERNATIONAL. The Moodie Davitt Report is proud to reveal the winners of The Moodies — the airport and travel retail digital, social media & marketing awards — for 2020.
The winners are being announced today through The Moodie Davitt Report website and across our various social media platforms.
The awards, now in their seventh year, recognise best practices in social, digital media & marketing among the airport and wider travel retail community.
The winners were drawn from a shortlist of 142 entries from 23 different categories, generated via a mix of self-nomination or nomination by independent parties. The Moodies cover digital, mobile, social media and marketing activities across airports overall, plus airport retail and food & beverage.
Commenting on the winners, The Moodie Davitt Report Founder and Chairman Martin Moodie said: “At a time of such turmoil in the aviation and tourism sectors, how refreshing it is to celebrate the immense creativity, energy and professionalism of our industry. We’re thrilled to recognise — and to be associated with — such an outstanding line-up of winners.”
The Moodies 2020 winners will be featured in a dedicated workshop during the inaugural Moodie Davitt Virtual Travel Retail Expo.
As reported, travel retail’s first-ever Virtual Expo, which also features a Symposium led by some of the industry’s key thought leaders, takes place with a live event with a 30-day follow-up showcase. Exhibitor bookings and buyer/retailer interest are now rising fast, with brand and service companies taking advantage of highly preferential ‘Early Bird’ rates before 1 June.
The Moodies 2020 – Winners List
Special Judge’s Award for Inspiration in Crisis
The judges singled out this video from Qatar Airways for its poignant conveying of a simple-sounding yet hugely complex mission to get people home to their loved ones during the COVID-19 crisis.
Qatar Airways has played an inspirational, arguably unrivalled, leadership role throughout the COVID-19 crisis, one beautifully personified by a cabin crew member interviewed in this heartwarming film. She says simply, “We will bring you home.”
Qatar Airways prefaces the film by saying: “We are so proud of Qatar Airways’ cabin crew who are continuing to serve in the midst of this challenging time, just knowing that it will make a difference to somebody out there.”
- Winner: Qatar Airways Cabin Crew ‘Superheroes with Masks’ campaign
Special Judge’s Award for Creativity in Crisis
The judges singled out the Dubai Duty Free Nightingales, singing Josh Groban’s ‘You Raise Me Up’ from their homes while in lockdown. The split screen Zoom view showing each of them singing alone and yet in perfect unison offers a magnificent and moving musical tribute to key workers across the global duty free industry
- Winner: Dubai Duty Free Nightingales ‘You Raise Me Up’
Best Use of a Social Platform
This award examines successful social media strategies and how different social platforms were used to foster community engagement. We also wanted to explore how these social media channels have been integrated into campaign planning and marketing mix, and how they enhanced the brand, retailer, or airport’s key messaging and objectives.
- WeChat Winner: China Duty Free Group (CDFG) working with Globuy
- Facebook Winner: Copenhagen Airport
- Instagram Winner: Dubai Duty Free
- Best Use of Social Overall: Delhi Duty Free
Best Use of Video
This award sought to highlight the best video projects and campaigns from 2019/20. Those that have delivered exceptional audience engagement and moved airport, retailer or brand awareness beyond the business environment.
- Airport Winner: Changi LoveSG
- Retailer Winner: The Shilla Duty Free
- Best Use of Video Technology: Lagardère Fashion Gallery
Best Digital Agency
Which was the best digital advertising, marketing or creative agency and how did their work drive brand recognition for their travel retail clients in 2019/20?
- Winner: Air Concepts
Best Integrated Campaign
The winning campaigns needed to demonstrate creativity, innovation and best practice across multiple platforms and channels across more than one organisation.
- Winner Airport: Changi LoveSG
- Winner Retailer: Aer Rianta International
Best Omnichannel Campaign
This award recognises organisations that have successfully integrated various digital and social channels into a highly successful and cohesive campaign.
- Winner: L’Oréal Travel Retail Americas – Lancôme Idole Fragrance Launch
Best Digital Marketing/Competition Platform
In this category, we were seeking an online competition, contest or related initiative in 2019/20 that embraced new digital innovation, delivered exceptional results and contributed to sustainable business growth.
- Winner: Lotte Duty Free – World’s Best Online Duty-free Store
Best Launch/Relaunch Campaign
We wanted to recognise examples of exceptional strategies used to support the launch/relaunch of a new product or service by a brand, retailer or airport.
- Winner Airport: Malaysia Airports – Licence To Win 2019 (MILK PR)
- Winner Retailer: KrisShop Relaunch (with AOE)
- Winner Brand: Shiseido Travel Retail – The Royal Launch of K by Dolce & Gabbana
Best KOL-Driven Campaign
This award recognises the best partnership between KOLs (Key Opinion Leaders) and airports, retailers and brands in campaigns that clearly demonstrate exceptional results in terms of audience, influence and return on investment.
- Winner Retailer: Dubai Duty Free – DDF and Noha Nabil
- Winner Brand: Shiseido Travel Retail – NARS Jet Set in Red
Best CSR or Cause Advocacy Campaign
This category awards recognised the most innovative Corporate Social Responsibility initiatives and how digital platforms were used to advocate for important social causes.
- Winner: Bangalore International Airport Limited – Namma Shikshana (Our Education)
Best Use of Real-Time/Geolocation
In this category, we were looking for the best examples of campaigns that delivered an impressive audience level to an event or launch in real-time or by using Geolocation technology.
- Winner: Groupe ADP – Paris Airport Time Reward
Best Branding Advertising Campaign
This award recognises the biggest, brightest and most impactful advertising executions by airports, retailers and brands in the travel retail channel in 2019/20.
- Winner Media Vendor: JCDecaux Transport – Hong Kong International Airport – Giorgio Armani BOX Campaign
- Winner Retailer: Lotte Duty Free – Let’s Do Something Fun Campaign
- Winner Brand: Shiseido Travel Retail – Shiseido Forest Valley
Best Tactical Advertising Campaign
This award recognises the best examples of innovative short-term advertising campaigns that delivered significant exposure for the client or brand.
- Winner Media Vendor: JCDecaux Transport – HKIA Clarins V Shaping Facial Lift
- Winner Retailer: Aer Rianta International – ARI Ireland Black Friday
- Winner Brand: Ferrero – Pralines
Best Native Advertising Campaign
This awards highlights innovative native solutions that integrated seamlessly into the business and campaign and drove significant ROI for the client.
- Winner: OTG – Pride Month Drag Brunch, Newark Liberty International Airport (EWR)
Best Use of Digital to an Internal Audience/Employee Engagement
This award highlights the best digital technologies and initiatives in employee engagement that have contributed ongoing success to the businesses involved.
- Winner Retailer: Lagardère Travel Retail – Idea BoosTR Challenge
- Winner Brand: Shiseido Travel Retail – Share STR
Best E/M Commerce
This award recognises the most effective use of e-commerce and mobile to achieve a specific marketing outcome within airport travel and retail environment.
- Winner Airport: Auckland Airport – The Mall
- Winner Retailer: The Shilla Duty Free – The Shilla Online Duty Free
This awards highlights the excellence in the development of websites and microsites. It focuses on the functionality, overall structure, navigation, UX and UI design, use of content and the results delivered.
- Winner: Delhi Duty Free – delhidutyfree.co.in
Best Use of Mobile/App
For this awards, entries were required to demonstrate how they used the mobile platform to offer innovative, useful or engaging mobile content, services, applications or utilities.
- Winner: King Power International – Mobile App (developed by Jessica’s Secret)
Best Digital Team
This award honours the digital travel retail teams who have embraced new technologies and launched successful campaigns both online and offline throughout 2019/20
- Winner Retailer: Lotte Duty Free – LDF Pay
- Winner Brand: Mondelez World Travel Retail
Digital Innovator of the Year
This final category recognises the company that has thrived in the digital landscape and has led the way in terms of digital innovation throughout 2019/20. The winner has not only delivered exceptional digital campaigns but has also pushed the boundaries of the virtual world.
- Winner: DFS Group – WeChat
Final Judging Criteria
The judges were looking for clear objectives, creative and effective implementation and tangible and demonstrable results in the campaign award categories.
Each entry was judged under the following headings:
- Total budget & objectives
- Target audience & strategy
- Implementation & creativity
- Results & evaluation
Judges used quantifiable yardsticks to measure the impact of each nomination. For instance, nominated Facebook pages were rated by the number of ‘likes’ and ‘check ins’; YouTube presence was rated by the number of ‘views’; and the number of ‘followers’ generated by a Twitter account was noted. For airports, annual traffic was taken into account when assessing the number of ‘likes’, ‘views’ or ‘followers’ their social media presence generates.
Many companies are present in social media, but often they fail to update that presence or use it to create a meaningful relationship with their customers. Our judges rated nominations according to how well companies engaged with their customers through digital and social media, the level of interaction they achieved, and the quality of the conversation they generated.
Visual quality and impact is critical across all categories, our judges were looking for creativity, quality of imagery and excellence in execution.
Quality of content
The ways in which companies use digital and social media vary considerably. Our judges focussed on originality and breadth of content, and on the methods employed to win the traveller’s attention. Extra merit was earned by companies that did more than merely sell a product or service but used new media to create excitement and interest in the location in which they operate.
Incentive to spend
Our judges were looking at how airports and operators are using digital and social media to win spend from travellers? And how they ensure that those travellers become loyal customers?
Impact on the traveller experience
Today most travellers use mobile devices when they travel. The Moodie Davitt Digital Awards examined how airports and retailers have tapped into the SoLoMo – Social, Local and Mobile – trend to make their customers’ experience easier and more enjoyable, whether through practical information, gift incentives or other initiatives.