Fifty has been shortlisted across three categories at two of the digital advertising industry’s most respected award programs: The Wires Awards 2026 and the Global Digital Excellence Awards 2026.

These recognitions celebrate our collaborative work alongside visionary client partners at Formula E and Guerillascope, PLAION and Deep Silver, and England Rugby.

Across all three shortlisted campaigns, the underlying thread is clear: when brands replace cookie-cutter demographics with proprietary audience intelligence, they unlock unprecedented commercial and cultural growth.

The Shortlisted Work

1. Formula E & Guerillascope: Driving a Record-Breaking Sell-Out

• Awards Recognition: Shortlisted for Best Use of Data at The Wires Awards 2026
• The Client & Campaign: Formula E & Guerillascope - Monaco E-Prix Ticketing Campaign
• The Challenge: Drive ticket sales for the flagship Monaco E-Prix in a strict regulatory environment without access to first-party CRM records, sales history, or web tracking pixels.
• The Strategy: Fifty constructed a privacy-first, cookie-less audience layer using Fifty Tribes. By deploying advanced network science across global behavioural signals, we identified untapped passion points across motorsport enthusiasts, eco-conscious tech advocates, and high-value event-goers across Europe.
• Fifty's Contribution: Rather than relying on individual tracking identifiers, Fifty mapped collective community behaviours to deliver an agile, omnichannel activation across social, programmatic, and video platforms.
• The Outcome: The campaign powered a record-breaking ticket sell-out for the Monaco E-Prix without relying on direct user pixel tracking, proving that data-led media strategies thrive in privacy-restricted environments.

Read the full case study here, or watch Fifty and Formula E’s session from Campaign Media360, exploring ‘How Challenger Brands Win in the AI Era’.

2. PLAION & Deep Silver: Performance Marketing at Scale

• Awards Recognition: Shortlisted for Best Use of Data at The Wires Awards 2026
• The Client & Campaign: PLAION & Deep Silver - Kingdom Come: Deliverance II Launch Campaign
• The Challenge: Stand out in a crowded gaming ecosystem during the global launch of a major AAA title, reaching core RPG enthusiasts while expanding into adjacent gaming communities.
• The Strategy: Fifty profiled the intricate digital web surrounding medieval RPGs, mapping creator affinities, gaming interests, and adjacent community clusters.
• Fifty's Role: Utilising our proprietary dataset and AI-driven planning tools, Fifty translated complex audience clusters into addressable media segments, dynamically tailoring message messaging across the full funnel to align with specific tribe passions.
• The Outcome: The performance marketing strategy delivered install volumes close to 2x. forecast, directly supporting global launch momentum and contributing to over 5 million copies sold.

Read the full case study here.

3. England Rugby: Transforming Fan Engagement for the Red Roses

• Awards Recognition: Shortlisted for Standout Use of Data at the Global Digital Excellence Awards 2026
• The Client & Campaign: England Rugby - Red Roses Rugby World Cup Campaign
• The Challenge: Accelerate participation in women’s rugby and convert excitement from the 2025 Rugby World Cup into long-term Six Nations ticket buyers.
• The Strategy: Rather than treating sports fans as a monolith, Fifty mapped distinct digital passion groups - uncovering non-traditional sports tribes such as 'Big Eventers' and 'Exploring Women's Sports'.
• Fifty's Role: We executed a full-funnel activation strategy grounded in custom audience profiles, deploying tailored creative across Meta and TikTok to build emotional resonance and prompt grassroots action.
• The Outcome:
  • Meta Brand Lift Impact: Achieved a +23.5 point lift in ad recall and a +21.5 point lift in standard brand awareness.
  • Perception Shift: Delivered a +9.8 point perception shift in agreement that "rugby is a sport for young girls and women".
  • Grassroots Action: Exceeded TikTok performance benchmarks by +18% in driven clicks, directing high-intent traffic directly to local club sign-up hubs.

Read the full case study here.

Looking Ahead

A heartfelt thank you to our visionary partners at Formula E, Guerillascope, PLAION, Deep Silver, and England Rugby for trusting us to push the boundaries of data, media, and audience intelligence.

Winners for the Global Digital Excellence Awards will be announced on Thursday, 22 October 2026, followed by The Wires Awards announcement later this year.

About the Awards

The Wires Awards 2026

Hosted by ExchangeWire, The Wires Awards celebrate the absolute best in global adtech, martech, and media strategy. The awards evaluate technical complexity, strategic innovation, and measurable execution across the global advertising landscape. Being shortlisted in the Best Use of Data category recognises Fifty’s ability to turn complex behavioural networks into direct media performance.

Global Digital Excellence Awards 2026

Judged by an international panel of industry leaders, the Global Digital Excellence Awards spotlight digital campaigns, agencies, and technologies that deliver transformative real-world impact. Fifty’s shortlisting in the Standout Use of Data category highlights how bespoke data intelligence can shift deep-seated audience perceptions and convert temporary attention into lasting brand affinity.