Award Winners’ Spotlight: Most Effective Consumer App

Mothercare Android app hero shotThe deadline for the 2015 Effective Mobile Marketing awards is now less than six weeks away, and each week in the run up to the deadline, we are taking a closer look at some of last year’s winners and at what they did to impress the judges.

This week, our focus is on the Most Effective Consumer App, which was won by Mothercare, in partnerships with developer Nn4m, for the Mothercare Android app. Mothercare had enjoyed success in the Awards the previous year with its iPhone app. In 2014, the judges were once again bowled over by the app’s all-inclusive content, and it’s clear, intuitive user interface.

Having a baby of course, is a life-changing event and parents-to-be need all the help they can get, particularly first time round. The Mothercare app steps up to the plate with a ton of useful content, including a week-by-week pregnancy guide; kick and contraction counters; baby-namer; lullabies and nursery rhymes; and useful videos courtesy of Mothercare TV.
As if all that were not enough, you can also shop the entire Mothercare range if you think of something you’re going to need once the baby arrives.

The danger of having such a fully-featured app, of course, is that it could be difficult to navigate and access all this great content. The Mothercare app passes this test with flying colours. Despite the breadth and depth of content, the carousel-based user interface makes it a breeze to find your way around.

The app was downloaded more than 70,000 times between September 2013 and August 2014, and paid for itself within weeks of going live via revenues from the app. This, combined with heaps of useful advice and a great user interface, sealed the judges’ decision, though the app was pushed hard by Future Workshop’s app for The Open Championship, which picked up a Highly Commended accolade.

The final deadline for this year’s Awards is less than six weeks away, but to avoid a late-entry fee, you should aim to get your entries in before the Early Bird deadline of 24 July. The Awards, which are now in their sixth year, recognise excellence in mobile marketing across 36 categories, and attracted more than 200 entries each year.

This year sees several new categories added, including Most Effective Smartwatch App, Most Accessible App, and Most Effective Publisher Offering. In addition to the 36 standard categories, there’s also a Grand Prix Award for the best entry overall, and our four People’s Choice Awards, with the shortlist drawn up by a panel of industry experts and the winners chosen by a public vote. The People’s Choice categories and shortlist will be announced in the weeks to come.

The Awards Ceremony will take place on 26 November in London. For more information and details on how to enter the Awards, head for the Awards website.

For information on sponsoring the Awards, please contact
john.owen@mobilemarketingmagazine.com