2013 Effective Mobile Marketing Awards Winners Unveiled

Effective Mobile Marketing Awards 2013 Highlights from MobileMarketingMag on Vimeo.

 

Pepsico, Colgate, Tesco and Intel among the triumphant brands

Mothercare, Orange, Warburtons, Specsavers, Tesco, Intel, Pepsico and Colgate were among the brands who triumphed in this year’s Effective Mobile Marketing Awards. The winning entries came from countries including the UK, US, India, Poland, India and Brazil, spanning four continents.

The winners were unveiled at an Awards Ceremony in London this evening, attended by 270 representatives from brands, agencies and mobile marketing firms. The last awards have just been handed out, and the party is now in full swing.

TUI Travel, Universal Music, The Body Shop and the British Journal of Photography were among the other triumphant brands, while on the agency side, AKQA, Apptitude Media, OMD, Nimbletank, Manning Gottlieb OMD, Upstream, Golden Gekko, Publicis Blueprint, Iris Mobile, Leo Burnett and Initiative were among those honoured.

Mothercare took the honours in two categories, for the Most Effective mCommerce Solution (in partnership with Demandware), and for the Most Effective Mobile Application – b2c. The judges praised the app for its comprehensive mix of advice, including a week-by-week pregnancy guide, and the ability to shop the entire Mothercare range.

Warburton’s in partnership with Golden Gekko, too the Most Effective b2b App award for its Red Insights tablet app, which is used by the baker’s Retail Field team to help manage inventory across more than 20,000 retail outlets in the UK. The app is estimated to have saved 5,000 man-days a year on time previously spent manually inputting data.

Universal Music and its agency partner, Nimbletank, took the award for Most Effective Mobile Augmented Reality Campaign for its launch effort for the Rolling Stones’ 50th anniversary greatest hits album, ‘GRRR!’. The campaign saw Stones fans interacting with a virtual version of the gorilla featured on the album cover art, which could be seen, using an AR app, scaling famous buildings around the world, from the Eiffel Tower to the Sydney Opera House. Nimbletank also took the award for Most Effective Mobile Site for its own mobile site, described by the judges as a “bold vision of what a mobile site could be, and could look like.”

TUI Travel took the award for Most Effective Mobile Travel & Tourism Solution, in partnership with AKQA, Aditi Technologies and Creator, for its MyThomson app, which creates an ongoing dialogue and engagement with TUI customers from the moment they book their holiday to the moment it ends.

The award for Most Effective Mobile Advertising Campaign went to computer chip-maker Intel and its agency OMD for a crowdsourced campaign that used Shazam to encourage viewers of last year’s X-Factor final to star in an ad at the end of the show. It was a TV first that also hit the prime campaign objective of improving brand sentiment towards Intel among digital natives. Fiksu took the award for Most Effective Mobile Advertising Platform/Network for the second year running.

Chair of judges David Murphy said the task of picking the winners this year had been harder than ever. “I’m amazed at the standard of work we saw, and proud of the job the judging panel did in arriving at the 21 winners,” he said. “As always, we gave out a Highly Commended award in some categories where the result was almost too close to call, and if I’m honest, there were some categories where we could have given four or five, but when the bar is raised so high, you have to be pretty ruthless in identifying and recognising the small differences that separate the Winners from the Highly Commendeds, and the Highly Commendeds from everyone else.”

Murphy also suggested that this year’s Awards Programme represented a watershed point for the industry. “We’ve had entries from global brands since year one, but this year was the first time that mainstream media agencies have weighed in with entries, particularly in the Mobile Advertising category,” he said. “This says to me that both the brands, and the media agencies who control much of their marketing spend, have now fully seen the mobile light. It’s been led by consumers of course, and the way we live our lives, with our mobiles always to hand, but I hope, and believe, that from here on in, mobile should have a slightly easier job justifying its place at the top table when the strategy is being hammered out, rather than picking up the crumbs for a test campaign or project.”

This year’s Awards were sponsored by Celtra, Theorem, InMobi and Digital Gurus. For information about partnering with the 2014 Effective Mobile Marketing Awards, contact john.owen@mobilemarketingmagazine.com

 

In the meantime, the full list of winners is as follows:

Most Effective Mobile Couponing or Barcode Campaign

Winner: Manning Gottlieb OMD – Specsavers Hyper-local Sales

Highly Commended: i-movo – Coors Light Cold Caller Campaign

 

Most Effective Mobile Affiliate Campaign/Solution

Winner: TradeDoubler – Omni-Channel Affiliate Programme for The Body Shop

 

Most Effective Mobile Sales Promotion/Direct Response Campaign

Winner: Upstream – Megabolada Brazil 2012

Highly Commended: Millennial Media/Eagle Eye/Harvester – Mitchell & Butlers Harvester Passbook

 

Most Effective Campaign from a Mobile Operator

Winner: EE/Publicis Blueprint – Orange Exchange Magazine App

Highly Commended: Velti – Vodafone Freebie Rewardz

 

Most Effective Mobile CRM/Enterprise Messaging Campaign

Winner: Brandtone – Credit for Torcida

 

Most Effective Location-based Service/Campaign

Winner: MEC – Colgate Kumbh Mela

 

Most Effective mCommerce Solution

Winner: Mothercare/Demandware

 

Most Effective Mobile Application – b2b

Winner: Warburtons/Golden Gekko – Red Insights

 

Most Effective Mobile Application – b2c

Winner: The Mothercare App

Highly Commended: ASDA

 

Most Effective Mobile Travel & Tourism Solution

Winner: TUI Travel/AKQA/Aditi Technologies/Creator – MyThomson App

Highly Commended: MX Data – Tube Map App

 

Most Effective Tablet Application

Winner: Apptitude Media – British Journal of Photography iPad App

Highly Commended: EE/Publicis Blueprint – Orange Exchange Magazine App

 

Most Effective Social Campaign

Winner: Initiative UK – Tesco Forget Me Not

Highly Commended: Tapit – Halo ‘Capture the Poster’

 

Most Effective Mobile Publishing Solution

Winner: Velti – 5ml

 

Most Effective Mobile Advertising Platform/Network

Winner: Fiksu Mobile App Marketing Platform

Highly Commended: Qriously

 

Most Effective Mobile Advertising Campaign

Winner: OMD UK/Intel – Intel Inside Live: TV Star In 30 Seconds

Highly Commended: OMD UK/Channel 4 – Tonight on 4 TV Guide

 

Most Effective Tactical Messaging Campaign

Winner: Iris Mobile and Leo Burnett USA – George & Will Come to Life

 

Most Effective Mobile Site

Winner: Nimbletank

Highly Commended: Debenhams

 

Most Effective Mobile Augmented Reality Campaign/Solution

Winner: Nimbletank – Universal Music GRRR! Rolling Stones Album Launch

Highly Commended: Audi/Somo – Audi A3 iPad App

 

Most Effective Mobile Charity Campaign/Solution

Winner: OpenMarket/Open Fundraising – Open Fundraising’s Mobilise Platform

 

Most Effective Mobile Ticketing Solution

Winner: Corethree – Brighton and Hove Buses Mobile Ticketing

 

Most Effective Mobile Payment Solution

Winner: PKO Bank Polski – IKO Mobile Banking App

Sponsors


Rich Media Sponsor




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Effective Mobile Marketing Awards Categories

Most Effective Mobile Application – b2c

This category rewards the most effective mobile application targeting consumers across any mobile platform. As brands and developers launch apps for different reasons, the judges will select the winner based on the entrant’s stated objectives, and on how well the app succeeded in meeting them.

Most Effective Mobile Application – b2b

This category rewards the most effective mobile application targeting business users across any mobile platform. Again, as brands and developers launch apps for different reasons, the judges will select the winner based on the entrant’s stated objectives, and on how well the app succeeded in meeting them.

Most Effective Tablet Application

This category reflects the massive impact that Tablet devices, led, of course, by Apple’s iPad, have had on the mobile marketing landscape. While many apps designed for smartphones will also run on Tablets running the same operating system, in this category, we are seeking to reward the most effective mobile application designed specifically to run on a Tablet. Applications will be considered for all platforms.

Most Effective Mobile Advertising Campaign

This category salutes the mobile advertising campaign that has worked hardest to deliver results in the form of clickthroughs and conversions for direct response campaigns, or, for branding campaigns, increases in classic brand value metrics such as brand awareness and propensity to buy.

Most Effective Mobile Advertising Platform/Network

This category recognises the most effective mobile advertising platform or network. This could be an independent mobile advertising network or exchange bringing together publishers or advertisers. It could be a Demand Side Platform, seeking to maximise the effectiveness of mobile advertising through real-time bidding. Or it could be a carrier’s in-house mobile advertising solution. What the judges are looking for here is not the results of any one campaign, but the efficiency and effectiveness of the platform or network as a mobile advertising solution.

Most Effective Mobile Affiliate Campaign/Solution

This is a new category for 2012, designed to reflect the growing importance of affiliate activity in the mobile channel. The judges will be looking for the most effective one-off affiliate campaign, or on-going affiliate solution.

Most Effective Mobile Augmented Reality Campaign/Solution

Another new category for 2012, designed to showcase the increasing number of AR campaigns from big-name brands. The judges will be looking for evidence of effectiveness in the form of user engagement numbers, clickthroughs and conversions to the campaign call to action.

Most Effective Mobile Sales Promotion/Direct Response Campaign

Here, the judges are looking for a mass-market campaign which uses a mobile mechanic (text & win, reverse auction, free calling credit etc.,) to drive a sale or charitable donation, or further the engagement with the consumer. The campaign should demonstrate mobile’s ability to reach everyone, and change buying behaviour.

Most Effective Campaign from a Mobile Operator

This category recognises the most effective mobile marketing campaign from a mobile operator in the mobile medium. We are not looking for the carrier that spends the most money on TV advertising to attract new customers, but rather, the most effective campaign run by a mobile operator on mobile. This could be an advertising/messaging campaign to customers who have opted in to receive mobile marketing on their phone through their mobile operator. Or it could be a mobile-based loyalty campaign to reward an operator’s pre-paid or post-paid subscribers for their custom.

Most Effective mCommerce Solution

Here, the judges are looking for an mCommerce solution that enables visitors to a mobile site to effectively buy and pay for goods and services, and, for physical items, arrange for delivery to the required address. The more handsets supported, the better.

Most Effective Mobile CRM/Enterprise Messaging Campaign

In this category, the judges are looking for the most effective messaging campaign to a company’s customers. This could be an alerts system to tell people their flight is delayed or cancelled, appointment reminders, or order confirmations. The judges will be looking for evidence that the activity has had an impact, in the form of reduced no-shows, an increase in measured brand loyalty, or whatever the appropriate metrics are.

Most Effective Location-based Service/Campaign

In this category, we are looking for the most effective service or campaign which utilises one of cell site ID, GPS or user-entered location data e.g. postcode/zipcode. It can be a one-off campaign, or an on-going service.

Most Effective Mobile Search Campaign/Solution

It is still early days for mobile search, with few brands running dedicated mobile search campaigns, but those that are, are reaping the rewards. This category, new for 2012, will showcase the most effective mobile search campaigns, reaching consumers who are on the street, on their phone, looking to buy.

Most Effective Mobile Couponing or Barcode Campaign

In this category, we are looking for a mobile couponing or barcode campaign or service that has over-performed and over-delivered in terms of return on investment, and meeting campaign objectives. This does not including mobile ticketing, for which there is a dedicated category.

Most Effective Mobile Site

In this category, the judges will reward the creators of the best mobile site. The judges will be looking for a site that is easily accessible on the widest range of mobile handsets, from basic, browser-equipped feature phones, to the latest smartphone. Evidence of effectiveness will be required in the form of visitor numbers, and, for transactional sites, details of the mCommerce revenues generated from the site. These can be supplied in confidence, not for publication.

Most Effective Mobile Charity Campaign/Solution

In this category, we are looking for the most effective use of mobile in the charity sector. It could be a one-off campaign inviting donations via SMS or the mobile web, or it could be a dedicated platform or solution that enables charities to use the mobile channel for fundraising purposes.

Most Effective Mobile Ticketing Solution

In this category, the judges will be looking for a successful mobile ticketing solution, with evidence in the form of user numbers, revenues, app downloads, efficiencies achieved by the company operating the service, and added convenience for customers. The solution could be for transport, events, in fact anywhere where paper tickets have been replaced by mobile versions.

Most Effective Mobile Payment Solution

Here, the judges are looking for a solution that enables consumers to easily pay for digital and/or physical goods and services via the mobile phone. The judges will look for evidence of effectiveness in the form of user numbers, amount of money transacted, and other appropriate metrics.

Most Effective Mobile Publishing Solution

The launch of the iPad, and subsequent competing Tablets, triggered an explosion in mobile publishing, as traditional media outlets sought to exploit the Tablet opportunity. In this category, the judges are looking for the mobile publishing solution that enables brands to easily and effectively mobilise their content. This obviously includes solutions for Tablet devices, but is not restricted to them; any publishing solution aimed at any mobile device is eligible for entry.

Most Effective Mobile Travel & Tourism Solution

This category will reward the most effective mobile tourism solution, whether that’s an app, a mobile site, or even a mobile CRM/loyalty platform. Judges will look for evidence of effectiveness in the form of user numbers, revenues, app downloads and increased customer loyalty, as appropriate.

Categories Summary

Most Effective Mobile Application – b2c

Most Effective Mobile Application – b2b

Most Effective Tablet Application

Most Effective Mobile Advertising Campaign

Most Effective Mobile Advertising Platform/Network

Most Effective Mobile Affiliate Campaign/Solution

Most Effective Mobile Augmented Reality Campaign/Solution

Most Effective Mobile Sales Promotion/Direct Response Campaign

Most Effective Campaign from a Mobile Operator

Most Effective mCommerce Solution

Most Effective Mobile CRM/Enterprise Messaging Campaign

Most Effective Location-based Service/Campaign

Most Effective Mobile Search Campaign/Solution

Most Effective Mobile Couponing or Barcode Campaign

Most Effective Mobile Site

Most Effective Mobile Charity Campaign/Solution

Most Effective Mobile Ticketing Solution

Most Effective Mobile Payment Solution

Most Effective Mobile Publishing Solution

Most Effective Mobile Travel & Tourism Solution