The 2014 Effective Mobile Marketing Awards Ceremony takes place on 27 November in London. Between now and then, we are throwing the spotlight on the finalists in each of the 26 categories.

Today, we take a closer look at the nominees in the Most Effective Tablet Advertising Campaign category.

Mindshare and Unilever – Hellmanns Makes It
In order to increase their association between their mayonnaise and sandwiches, Hellmann’s used highly engaging rich media mobile formats to target mums using smartphones and tablets. The creative highlighted a variety of key words related to key sandwich fillers, accompanied with a ‘join the debate’ call to action.

Nissan and Manning Gottlieb OMD – QQ Digital Cover Wraps
Nissan wanted to shift brand perceptions to make its Qashqai vehicle cool, particularly with tech-savvy men. It partnered with T3 and TotalFilm to create HTML5 cover wraps for the mags iPad Newsstand editions displaying video creative. Impressively, average dwell time on the cover wrap was actually longer than the video itself.

OMD UK, Mobile5, YOC and Coty UK – Rimmel London Rita Ora Colour Rush Collection
To promote the launch of Rimmel London’s Rita Ora collection, OMDs created an immersive mobile rich media experience, displayed across premium sites and apps, where users could pick a shade of nail polish or lipstick and see how it looked on a picture of Rita Ora.

Millennial Media & Havas Media – Malibu Best Summer Ever
Malibu parent company Pernod Ricard worked with Havas Media to deliver a brand-focused mobile video experience, which was the first to leverage two ad units from Millennial Media – Video Ticker and Video Toggle. This campaign was tied into National Pina Colada Day on 10 July and competitions for Ibiza Rocks, and retargeted users who had viewed the videos with standard banners.

You can see the full list of finalists in all categories here.

To book your place at the Effective Mobile Marketing Awards Ceremony, click here. To get involved with the Awards as a Partner, contact john.owen@wearedotmedia.com