We are absolutely thrilled to have been shortlisted for two awards at the highly competitive The Drum Marketing Awards EMEA 2026. This recognition is a massive honour and a testament to the incredible hard work and dedication everyone at Fifty has conducted throughout last year, and the partnership with our incredible clients.
Our shortlisted entries showcase our ability to deliver smarter media across diverse markets and client challenges, showcasing the versatility and impact of our AI-powered audience intelligence platform across different sectors, from gaming to sports:
- Brilliant Use of Data & Insights with PLAION for Kingdom Come Deliverance II
- Marketing Strategy for Sports, Wellness & Fitness with England Rugby
At Fifty, our mission is to move beyond broad demographics and utilise our unique Audience Insights platform to decode complex human behaviours, identifying unique "tribes" and passion points to drive exceptional performance. These two shortlisted campaigns exemplify this approach, proving that deep audience insights are the key to driving global fanbases and scaling media performance.
1. Brilliant Use of Data & Insights (PLAION)
Our work with PLAION is a brilliant showcase of using data and insights to their fullest potential.
The gaming industry is complex, but our unique audience intelligence allowed us to understand the granular characteristics, interests, and motivations of the Kingdom Come Deliverance II audience.
By ensuring every strategy is data-led and grounded in actionable intelligence, we achieved remarkable results for KCDII, including a 177% increase in installs than forecasted driving long-term franchise momentum.This translated into record-breaking commercial success, with 1 million copies sold in the first 24 hours and over 2 million within two weeks.
Read the full case study here, or you can read the award submission here.
2. Marketing Strategy for Sports, Wellness & Fitness (England Rugby)
Being shortlisted for our work with England Rugby underscores our ability to craft strategies that drive both top-of-funnel awareness and bottom-of-funnel action.
For England Rugby, the challenge was to create a measurable perception shift and foster the next generation of women's rugby fans. By tailoring media environments to focus on audience passions, we were able to engage new and existing fans, ultimately delivering a 9.8-point perception shift.
Read the full case study here, or you can read the award submission here.
Overall, this achievement belongs to the entire team at Fifty, whose expertise and dedication to innovation drive our success every day.
A huge congratulations and thank you to our fantastic partners at PLAION and England Rugby. Your trust and collaboration on these projects have been invaluable, and we are incredibly proud to celebrate this joint success.
