Summits Yellow

2017 Award Winners: Travel & Tourism, Entertainment, Automotive and Health Campaigns

Tim Maytom

Since our 2017 Effective Mobile Marketing Awards earlier this month, we’ve been showcasing the winning entries every day. Today is the final day of profiles, and we’re covering the last sector-specific campaigns and solutions that were recognised at our Awards Ceremony.

Most Effective Travel & Tourism Campaign or Solution
Winning for its Emoji Search campaign, Cheapflights wanted to engage with consumers in a more informal way, matching the methods of communication that they most frequently use. Research by the travel brand found that ‘holidays’ rank in the top 10 most used emoji category list, and are employed by mobile consumers of all ages.

Working with its internal product and development team, Cheapflights was able to build emoji search functionality directly into its core mobile sight, as well as its Facebook Messenger bot. With 63 per cent of Cheapflights’ traffic and 54 per cent of its revenue coming from mobile, the function would impact a huge number of customers and underline its mobile-first approach to travel.

The campaign resulted in over 125,000 mobile visits, 7m mobile impressions on social media and 32,000 entries into an accompanying competition. During Q3 2016, Cheapflights saw mobile revenues increase by over 200 per cent year-on-year, enabled by the kind of continuous mobile product innovation that Emoji Search represents.

Our judges praised the entry, saying: “A fun use of a mobile native feature. Taps into a functionality that most brands fail to fully engage with, and generated a boost in performance as a result.”

Most Effective Entertainment Campaign or Solution
Ubisoft, Maxus and Weve
took home the trophy in this category for their work on the Watch Dogs 2: Unleash your inner ‘hacktivist’ campaign. The game, which centres on an adventurous hacker, was the perfect subject matter for a mobile-first campaign, and the team at Ubisoft, Maxus and Weve took this to heart, creating an innovative campaign that simulated a ‘hack’ on consumers’ smartphones to create a personalised experience.

In order to ensure that the campaign was understood by the consumers it reached, the team used Weve’s 100 per cent verified data to ensure accuracy and target an audience of ‘gamers’ using behavioural data. The location-based campaign then triggered when the audience was within 500m of a Game store, deploying a MMS message with a store locator that was then ‘hacked’ by characters from the game franchise.

Of the 50,000+ messages delivered, 74 per cent of messages were opened within five minutes, and the campaign achieved results significantly above benchmarks for ad recall, footfall and purchase rates. Almost half of those reached by the campaign agreed that the mobile ad brought the game to life in a way that made them want to play.

Our judges said: “A great concept backed up by highly targeted data and audience segmentation. Hacking potential users’ phones was a bold concept and one that seems to have struck a chord with the engaged audience. This is an original and clever idea that builds on the brand and product.”

Most Effective Automotive Campaign or Solution
The winners in this category were Renault, Manning Gottlieb OMD and GroundTruth, who worked together for The All New Renault Mégane campaign. The brand wanted to speak to audiences who were eligible for company cars, and target end users, rather than focusing on traditional decision makers, to generate buzz and talkability in offices.

The team behind the campaign achieved this by combining its rich first-party data with GroundTruth’s location targeting capabilities, creating precise geofenced areas around offices of businesses that qualified for Renault cars. Within these geofenced areas, a variety of targeting methods were then employed to expose people to campaign messaging, with mobile-first video experiences created specifically for the campaign, including a 360 video.

The campaign saw over 1m video completions for the 60 second videos, with a video completion rate significantly higher than benchmarks for similar video lengths. More importantly, the campaign drove visits to Renault car showrooms, with noticeable increases in foot traffic while the campaign was running.

Our judges said: “Strong insight used to define data and targeting, with mobile-specific video content producing strong results. The number of video views is pretty impressive, and driving visits to showrooms shows they were effective.”

Most Effective Health and Fitness Campaign or Solution
Public Health England were the winners in the Most Effective Health and Fitness Campaign or Solution with the Sugar Smart app, a simple and convenient tool for parents that aimed to help combat Britain’s obesity epidemic. With the average child consuming three times their recommended daily allowance of sugar, Public Health England’s research found that while parents knew a high sugar diet was bad, there was a lack of awareness which food and drinks were high in sugar.

The Sugar Smart app was the first product ever launched by Public Health England, which had previously focused on education and information campaigns. The app enables parents to scan barcodes to instantly visualise the sugar in over 75,000 food and drink products, and was promoted using TV, digital and social channels, with a focus on parents.

The app and surrounding campaign was far more successful than Public Health England’s previous campaigns surrounding childhood obesity, with six times more parents taking action. The app was downloaded over 2m times, with over 14m products being scanned. The app generated major news coverage for the campaign, and most importantly, 81 per cent of parents who used the app stated they had reduced their children’s sugar intake as a result.

Our judges praised the app and campaign, saying: “Excellent mobile-centred approach to a health campaign, delivering utility to consumers as well as awareness of issues. Great results compared to previous initiatives, and the innovative app generated a wealth of free media.”