MM Awards

Awards Preview - b2c App

David Murphy

We continue our daily preview of the shortlisted entries in the Effective Mobile Marketing Awards today with a look at the Most Effective App – b2c category, and with 14 entries to preview, there’s no time to lose.

First up is Pingit from the Barclays Digital Banking Team. When peer-to-peer mobile payments are as easy as they are with this app, you wonder why it hasn’t been done before, in the UK at least. A great app, backed up by great numbers.

Next up are Samsung Mobile, Cheil and Mobile 5 for the Samsung: Take Part 2012 app. This was released to support Samsung’s involvement in the London Olympics and combines Olympic-themed Augmented Reality (AR) games with an interactive map of the main Olympic venues, all beautifully realised.

Electrical retailer Comet may have some big problems on its plate right now, but its mobile app, created by Grapple, is not one of them. It includes a product finder, store locator and a barcode scanner that enables users to check out the price of any item elsewhere. A brave move, a great app.

Planning a trip? It couldn’t be much easier using easyJet’s mobile app, created by Mobile Travel Technologies. The app looks great, form the moment you fire it up, and with the ability to book flights, check the status of flights, and manage your bookings, it offers real value too. In fact, if you are preregistered, easyJet estimates that you can book a flight using the app in less than 30 seconds.

Staying with the travel theme,’s app does for bioking hotels what easyJet’s does for booking flights. The search tool returns results almost instantly, just enter your city and you’re away. There’s also a useful ‘Tonight’s Local Deals’ option for the fre-spirited traveller who doesn’t like to plan to far ahead. A joy to use. 

La Redoute has two apps in contention for this award. The first is its Street Shopping app, which used geo-location, along with AR functionality, to bring 'virtual shops' to the 10 biggest French cities, as well as treasure hunts in 56 cities. Users could win prizes by finding hidden virtual objects, or browse products in an AR environment, while in those locations.

La Redoute’s second offering is its Windows Phone app. This great-looking, transactional app makes full use of the Windows Phone user interface, enableing customers access to all of the retailer’s collections and offers, and place orders.

Nestle and Lumata are in contention for Nestle’s Croquons La Vie app, which enables users to find cooking ideas that match their taste and dietary requirements via a number of tools that filter through over 2,000 recipes. The app also includes a barcode scanner. When used to scan the barcode of a Nestlé product, it returns a list of all recipes within the app that include the scanned ingredient. Clever.

Payback makes the shortlist for the Payback Mobile app. This is the mobile version of the Payback loyalty scheme, which is the largest multi-partner loyalty scheme in Germany. The app delivers personalised mobile coupons to the scheme’s members on behalf of its merchant partners. In the first year after launch, more than 4m coupons were activated, and more than 1m coupons redeemed. 

The Gadget Show 360 app, created for the programme by mobile agency, XS2, has to be seen to be believed. It was designed to accompany a promotional trailer for the show, which was broadcast on 16 April 2012. The app synched with the broadcast, enabling viewers who had downloaded it to get a 360-degree view of the studio from where the trailer was being broadcast. So if you held your phone in front of the TV screen, you saw the presenters, move your phone to the left of the screen, and you saw what was to the left of the presenters in the studio. Angle it up towards the ceiling and you saw the studio ceiling. A tricky one to get your head round without actually experiencing it, but a tremendous piece of work.

James May's Science Stories is an app created for the Science Museum in London by Qualcomm, on its Vuforia platform. It’s thought to be the first AR app to be used in a national museum. Using the app, visitors can enjoy a personal guided AR tour of the museum’s Making of the Modern World Gallery from television presenter James May. The app also enables users who are not at the museum to dial up the AR experience at home or out and about. The app sells for £1.99, and one month after launch, was well ahead of targeted sales.

Aiports are not always the easiest of places to navigate. With this in mind, Zurich Airport commissioned Sevenval to create an app which would tell visitors all they need to know, including a guide to shops, restaurants and bars; nearby hotels, rental cars and car parking spaces. In addition, the welcome screen displays the latest flight arrival and departure times, and there’s also a link to check in via the app.

The final contender in this category is artist, writer and muesum Yoko Ono for her #smilesfilm app, created by Somo. #smilesfilm is a worldwide online participatory artwork by Yoko Ono that  invites people to upload geotagged images of their smiles to Instagram and Twitter, accompanied by the hashtag #smilesfilm. The #smilefilm app collates all the smiles using the hashtag so they are viewable globally and locally on a world map and together as a film.

A strong line-up then. The winner will be revealed on 29 November at the Awards Ceremony, which takes place on 29 November at the London Film Museum on the site of County Hall on South Bank, a stone's throw from the London Eye. The event is almost sold out, but there are still a couple of tables left. To book your place, contact Lisa Slavin by email or telephone +44 (0) 20 7183 5285. Individual seats cost £250; a table of 10 costs £2,150.

The 2012 Effective Mobile Marketing Awards are sponsored by  Openmarket, 7Digital, Celtra and Propel. To find out more about how to get your business or brand involved, contact John Owen by email or telephone on +44 (0) 77696 74824.