Awards Countdown: Check out Blis winning entry from last year

Blis Amstel Mediavest Tesco award winning 2016
The countdown is on to our 2017 Effective Mobile Marketing Awards, with the final deadline for entries just six weeks away on Friday 4 August, and our Early Bird deadline two weeks earlier on Friday 21 July.

In the lead-up to the closing date, we’ll be profiling some of last year’s winning entries, to give you some idea of the high standard of mobile-first campaigns and solutions that we’ve seen in the past, and what you can expect from this year’s crop of nominations.

The 2016 winner of Most Effective Proximity Marketing Campaign was Amstel’s Tesco and One Stop campaign, created by Blis, Mediavest and IRI. Amstel took an innovative approach to promoting its lager brand, following its launch into the off-trade retailer space. By leveraging mobile geo-technology, Amstel was able to accurately identify its premium 25-44 male audience via their real-world behaviour, and then reach them at the optimum point to drive footfall and sales to Tesco, its key retail partner.

At the same time, it was also important for Amstel to prove the efficacy and accountability of mobile where it mattered most, off-trade sales. Amstel collaborated with Blis for its mobile profiling and targeting capabilities, and IRI for its store-level sales insight to create a new performance success metric for the brand, and set a new sales performance benchmark for the category.

The campaign saw great results with a 19.7 per cent increase in sales of the featured Amstel products and an impressive ROI. These results were not only confined to the core Amstel products on offer, but also to all Amstel branded products (27.8 per cent sales uplift), and the beer category as a whole (3.5 per cent sales uplift) for the duration of the campaign period. Amstel also outperformed its competitors both during the campaign and in the weeks beyond.

“The launch of Amstel in the off trade is key to driving value into the premium lager category by encouraging consumers to trade up from classic lager,” said David Lette, premium brands director at Heineken. “We’re delighted by the early success of Amstel and look forward to really accelerating the growth of this great brand through the year.”

Other winners from last year include Levi’s, Santander, OMD, Mindshare, Nimbletank, Paramount Pictures and Virgin Media. Entering this year’s Awards couldn’t be easier: just register here, choose the categories you wish to compete in, and upload your entries.

The winners will be announced in a lavish ceremony on 16 November at the Grange Tower Bridge Hotel in London, in what promises to be one of the highlights of the year for the mobile marketing industry. Check out pictures from last year’s Awards Ceremony here, and video from the event here.

We look forward to receiving your entries, and hope you’ll be joining us for the ceremony.