Awards Preview – Campaign from a Mobile Operator

With the 2012 Effective Mobile Marketing Awards Ceremony three weeks away, we’re continuing to shine a spotlight on the shortlisted entries, one category at a time. Today, we’re looking at the Most Effective Campaign from a Mobile Operator category.

Beeline Laos/BigTime – The Gold SMS Mega Promo

In April, BigTime worked together with Laotian operator Beeline on this text promotion, which ran for 84 days. Participants texted answers to questions in order to win daily and weekly prizes, as well as a grand prize worth £4,000.

13.6 per cent of Beeline’s subscribers took part in the competition, each sending an average of 22.5 SMS messages over the course of the promotion.

O2/Cherry London – O2 Priority Moments

O2 introduced the Priority Moments loyalty programme in the UK in July 2011. It serves subscribers exclusive offers and experiences, based on their location, via SMS, MMS, the mobile web, and apps.

In the year since Priority Moments launched, millions of customers have signed up, as have over 100 brand partners. But most importantly, it’s improved customer satisfaction, reduced churn, and apparently saved O2 more than £8m in commercial spend.

Orange/Lumata – Orange QuickTap Treats

Orange Quick Tap Treats is a mobile contactless retail reward campaign, building on top of Orange’s Quick Tap initiative with Barclaycard. Subscribers with an NFC-enabled handset to tap their phone on posters at EAT outlets to receive a free ‘treat’.

As well as rewarding customers, QuickTap Treats was intended as a learning point – both for consumers new to NFC and Orange, to help it understand how people interact with contactless technology.


To find out which of these campaigns will take the mantle of Most Effective Campaign from a Mobile Operator, join us on 29 November, at the London Film Museum. Tickets are selling fast, but there’s still time to book your place. Just 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.

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