Awards Preview – Location-Based Service/Campaign

With the 2012 Effective Mobile Marketing Awards Ceremony less than 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 Mobile Location-Based Service/Campaign.

ApertoMove – AlphaGuide

AlphaGuide is a service app created for customers of Alphabet Fleet Management, designed to help in the event of a breakdown or accident. As well as providing guidance, the app can be used record all the necessary details, both text and images from the phone’s camera.

The location-based aspect is a GPS search for relevant nearby facilities, such as tyre centres, service stations and petrol stations.

La Redoute – La Redoute Street Shopping

In June, La Redoute launched an iOS and Android app, Street Shopping, which used geo-location,  along with Augmented Reality 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.

McDonald’s/OMD – McDonald’s Extended Hours

This campaign was designed to drive business into McDonald’s late night stores – but with two thirds of its restaurants closing at 11pm, it employed location-based, geo-fence technology to avoid sending customers to a locked door.

At the heart of the campaign was driving downloads of a ‘restaurant finder’ app, which enabled consumers to find their nearest late-night McDonald’s, through banner ads served to smartphones on mobile sites that the target audience – late night travellers and shift workers – were known to browse. The app was downloaded 1.3m times over the course of the campaign.

SevenVal – View City Guides App

This free iPhone app enables users to browse restaurants, bars & pubs and films, and access ‘what’s on’ info in 21 cities across the UK. Users can filter a map of nearby attractions by a wide range of criteria, with they can then select for direct from their current location. Other feature include click-to-call and reservation functionality, and location-based cinema timetables.

The app has received more than 40,000 downloads, with 21 per cent of users creating a View account to access the full range of content. 26 per cent of app session come from outside of the UK, opening up an additional potential market for View.

Telmap – Telmap Navigator

Having provided white-label navigation apps for operators around the world for the last decade, in May 2012 Telmap decided it was time to go solo, with its direct-to-consumer BlackBerry app Telmap Navigator. The app enables users to search for addresses and points of interest, such as hotels, restaurants, and shops, and receive directions from their current position, established using a combination of GPS positioning and cell ID technologies. 

Telmap has partnerships with companies including Lonely Planet, Trip Advisor, and Ordnance Survey to provide local content. The app has been downloaded 28,000 times since its launch in May, 64 per cent of which are active users.


It’s a great selection of entries – but which will take the honours in the Location-Based Service/Campaign category on the night? There’s only one way to find out – join us at the ceremony, taking place 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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