We’re excited to share that dentsu X has been shortlisted twice at the Outdoor Media Awards 2026 for our work with Heineken - recognising the impact of experience-led, data-powered media.
In a world where attention is earned through relevance and participation, this work shows what happens when media moves at the speed of culture. Using programmatic OOH, real-time data and intelligent audience planning, we helped Fosters show up in the right moments, in the right places, for the right people - transforming proximity into purchase and presence into performance.
Why this recognition matters
The Outdoor Media Awards celebrate work that doesn’t just stand out but delivers real results. For dentsu X, being shortlisted twice is a strong signal that smarter planning, better use of data, and more connected media experiences are making a tangible difference for brands.
The recognition spans both the Data & Intelligence and Programmatic OOH categories, highlighting the impact of a campaign that brought precision targeting and real-world media together.
Our shortlists
Planning Excellence – Data & Intelligence Award & Planning Excellence – Programmatic OOH Award
Heineken – Fosters Pure Aussie Refreshment (dentsu X / dentsu OOH / The Trade Desk)
After an extended absence, Foster’s returned to OOH with a sophisticated, ROI-driving programmatic approach. Despite challenging market conditions and amongst fierce, big-spending competitors, the campaign delivered sales growth that far exceeded the category norms. Our innovative programmatic approach has re-established OOH as a growth driver for Foster’s.
Foster’s wasn’t short on awareness. A strong, long-running brand campaign kept its Aussie credentials front-and-centre. But there was a gap in the final stretch of the shopper journey, close to the point of purchase. To win back market share, we needed shoppers craving “Pure Aussie Refreshment” just before they walked through the supermarket doors.
Because Foster’s drives the majority of its sales through the off-trade, we focused on influencing shoppers at the big 4 supermarkets - Tesco, Sainsbury’s, ASDA and Morrisons. We launched in September, after the peak sales period in summer, and following Foster’s brand activity in other channels. This enabled a cleaner test and offered a rich opportunity to demonstrate OOH’s incremental sales driving potential.
Taste-led messaging (“Pure Aussie Refreshment”) was chosen to directly tackle a key driver of choice in the crucial pre-shop moment.
Our campaign was the perfect combination of location, audience and timing. We’ve proved the value of OOH, so Foster’s is now planning to return to OOH bigger and better in 2026!
What’s next
A huge thank you to our teams, partners at The Trade Desk, and our client Heineken for the collaboration that brought this work to life.
We’re excited to attend the Outdoor Media Awards 2026 ceremony later this year, and to celebrate alongside the brilliant work shortlisted across the industry.
See the full shortlist here - https://www.bauermediaoutdoor.co.uk/outdoor-media-awards/shortlist.
