Summits Yellow

Awards Preview: Mobile Effective Retail Campaign or Solution

Alex Spencer

Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, we're looking at the shortlist for Most Effective Retail Campaign or Solution.

Domino's Future Platforms app

Domino’s Pizza and Future Platforms – Domino's Pizza UK & ROI Mobile Apps
Future Platforms has been working with Domino's Pizza for the past 10 years, becoming the brand's sole mobile development partner in 2012. The Domino's digital portfolio now includes smartphones, tablets, wearables and games consoles, with all apps built on Future's in-house platform, Kirin.

Digital orders now constitute 77 per cent of all Domino’s Pizza sales, more than half of which come from mobile platforms, and the apps together generate £6.5m in sales each week.

Camelot – The National Lottery Ticket Scanner
Launched in June, Camelot’s National Lottery Ticket Scanner enables Lottery players to quickly and easily check whether their ticket is a winner simply by scanning a QR Code on the ticket from within the National Lottery app. If the ticket is a winner, the scan also confirms the amount won and explains how to claim it.

Camelot knew from the off that customers liked the idea, with over 300,000 customers using the app to scan 940,000 tickets in the first week. Since then, the numbers have kept on rising, with over 10m ticket scans to date.

Heineken, Mediavest and LoopMe – Bulmers
To support the launch of Bulmers' new ‘Zesty Blood Orange’ and ‘Wild Blueberry & Lime’ flavoured ciders, two interactive rich media ad units utilising a 3D parallax effect were pushed out to an 18-34 audience with key passion points including music, festivals and sports.

Mediavest used location and weather targeting as well as LoopMe’s DMP and AI engine to optimise the campaign performance in real-time, generating over 1,165 hours of brand contact time.

M&S and Mindshare – M&S Food Summer Campaign
To reflect the flavours and carnival atmosphere of M&S's South America-themed #SpiritOfSummer range, Mindshare produced haptic creative and vertical video executions to complement the shape of the sizzling skewers of meat and chillis, all underpinned by a thermal feed that up-weighted media in key summer moments.

Mindshare worked with Statiq to create relevant audience segments based on location history, and used tracking pixels for complete visibility on footfall numbers, meaning that for the first time it could not only prove if mobile would drive an uplift in visitation, but could also work out exactly which creative executions, audiences and even publishers were delivering the results. The results are confidential, but were shared with the judges, and were impressive enough for Mindshare to describe the campaign as “Our most successful mobile campaign to date”.

Schwartz, RUN, Mediavest and McCormick – Schwartz Herbs & Spices
RUN worked with Schwartz to produce location data for consumers who regularly visited major supermarkets that stocked its herbs, using this data along with demographics to inform the brand's targeting strategy. Working with Mediavest and BBC Good Food, it developed inspirational content that would encourage consumers to use its products in their meals. The custom audience was retargeted with a mobile coupon upon visiting supermarkets, to ensure maximum impact.

The campaign resulted in a 52 per cent increase in consideration and 389 per cent boost in purchase intent, which translated into a 25 per cent increase in sales year-on-year. The precise targeting meant the cost of driving consumers to the BBC content hub was almost halved from previous campaigns, and the mobile couponing element also saw a fantastic click-to-download rate.

Virgin Red and DMI – Virgin Red App
The Red loyalty app was created to reward members for “living a life more Virgin”, rewarding users for their relationship with Virgin's various brands. DMI integrated the app with Virgin’s backend systems and back office functions, as well as its CRM and payment systems, to deliver personalised and targeted products and discounts – as well as enabling Virgin to gather consumer insights and trends.

The app garnered over 80,000 downloads during the first week and 150,000 downloads after the first month, while maintaining a five-star rating on the App Store.

Our Award winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.