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2017 EFFECTIVE MOBILE MARKETING AWARDS

Winners Revealed

The winners in all 36 categories, including four People's Choice Awards, were revealed at an Awards Ceremony in London on 16 November, attended by 250 representatives from brands, agencies and mobile marketing firms. Brands honoured for their work this evening included Subway France, who picked up three awards; and Gordon's Gin, Deutsche Telekom, Domino's, Cheapflights, and Turkish bank Yapi Kredi Bankasi, all of whom picked up two each. Other winners included Heathrow Airport, Mondelez, Specsavers, the BBC, Radox, Doritos, Renault and The Telegraph.

Media agency Mediacom took home no less than five awards for its work with Subway France and Deutsche Telekom. French advertising firm S4M scooped four, including a People's Choice award for Best Ad or Marketing Tech Platform of the Year. Weve and Lokall picked up three awards each, while Future Platforms, Manning Gottlieb OMD and KocZER, won two apiece.

The Grand Prix Award for the best campaign overall went to Subway France, S4M, MediaCom and Lokall for their 'You're The Chef' campaign, which used hyper-local geotargeting to drive footfall in Subway outlets.

One element of the campaign also "hijacked" consumers in the vicinity of competitor outlets to drive them into Subway stores. The planning and execution of the campaign, combined with excellent results, saw Subway and its partners collect the awards for Most Effective Programmatic Campaign and Most Effective Brand Campaign, in addition to the coveted Grand Prix Award. The Chairman's Award went to Code Computerlove for The Higher Lower Game. This started out as an internal exercise to enable Code to demonstrate its creativity, capabilities, and it's approach to mobile app design and development. But it took off in a way that may have surprised even Code itself. In its first six months, the game, which invites players to guess which of two Google search terms is most popular, was downloaded 6m times and played more than 400m times. It also generated £300,000 in revenue, through advertising and in-app purchases.

In the People's Choice Awards, which garnered over 1,800 votes, Amazon was chosen by a public industry vote as Brand of the Year, while S4M took the honours for Ad or Marketing Tech Platform of the Year. OMD UK's Ann-Marie Loughney took the Rising Star award, while News UK's Milton Elias was crowned Mobile Marketer of the Year. This year's Awards were sponsored by Weve, Tabmo and Masterclassing. For information about partnering with the 2018 Effective Mobile Marketing Awards, contact [email protected]

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

PEOPLE'S CHOICE AWARDS

Ad or Marketing Tech Platform of the Year
S4M

Rising Star
Ann-Marie Loughney , OMD UK

Brand of the Year
Amazon

Mobile Marketer of the Year
Milton Elias, News UK

MAIN AWARDS

Grand Prix Award
Subway France, S4M, MediaCom and Lokall – You're The Chef

Chairman's Award
Code Computerlove – The Higher Lower Game

Most Effective Mobile-first Service
Yapi Kredi Bankasi and KocZER – Yapi Kredi Mobile App

Most Effective Publisher Offering
The Washington Post – Zeus<
Highly Commended: Quartz – Quartz News App

Most Effective B2C App
Domino's Pizza and Future Platforms – Domino's Pizza UK and ROI Apps
Highly Commended: John Lewis – John Lewis Smartphone Apps

Most Effective B2B App
Domino's Pizza and Future Platforms – Domino's Pizza UK and ROI Drivers' App

Most Effective Launch Campaign
Yapi Kredi Bankasi and KocZER – Yapi Kredi Mobile App Launch Campaign

Most Effective CRM Campaign
Kindred (Unibet) and Amobee – Unibet Sports Betting App Marketing

Most Effective In-app Advertising Campaign
Mondelez and Elvis Communications – Cadbury Creme Egg 2016: Snapchat Lens

Most Effective Integrated Campaign
Deutsche Telekom, MediaCom and Saatchi & Saatchi – The Lenz App: Telekom Electronics Beats meets Gorillaz
Highly Commended – Jet2.com, MEC and Blis – Jet2.com Ski

Most Effective Rich Media Campaign
BBC, Mobext and Kargo – BBC Doctor Who
Highly Commended: Yapi Kredi Bankasi and KocZER – Find the Hidden Vadaa

Most Effective App Install Campaign
Teletext Holidays and Yodel Mobile – Teletext Holidays

Most Effective Location Campaign
Gordon's Gin, Carat and Weve – Gordon's: Alleviating Frustration at the Station

Most Effective Native Advertising Campaign
Radox, Rovio, Venatus Media and Mindshare – Radox/Rovio Casual Gaming Partnership

Most Effective Programmatic Buying Campaign
Subway France, S4M, MediaCom and Lokall – You're The Chef
Highly Commended: Deezer and Adotmob – Deezer Chatbot Programmatic Campaign

Most Effective Brand Campaign
Subway France, S4M, MediaCom and Lokall – You're The Chef

Most Effective Social Campaign
Cheapflights – Cheapflights Chat
Highly Commended – PG Tips and AnalogFolk – PG Tips Morning Moods

Most Effective Use of Video
Doritos, OMD UK and Blis – Doritos Heatburst

Most Effective Augmented Reality/ Virtual Reality Campaign
Heathrow Airport – Around the World With Mr. Adventure

Most Effective Loyalty and Rewards Campaign
Caffè Nero and Yoyo Wallet – Caffè Nero Mobile Payment and Loyalty Platform

Most Effective Cross-screen Campaign
Specsavers and Manning Gottlieb OMD – Cross-screen Attribution Project
Highly Commended: Deezer Suzuki and Viant – S-Cross Campaign

Most Effective Messaging Campaign
Sony Music Latin – Carlos Vives Call Me Campaign

Most Innovative Campaign
The Telegraph and Fetch – News Personalisation at a Grand Scale
Highly Commended: Ubisoft, Maxus and Weve – Watch Dogs 2: Unleash your inner 'hacktivist'

Most Effective Use of Data
iTaxi and Cube Group – Reach the Destination with iTaxi!
Highly Commended – Vodafone and MEC – Shhh…Don't Mention the iPhone 7

Most Creative Campaign
Deutsche Telekom, MediaCom and Saatchi & Saatchi – The Lenz App: Telekom Electronics Beats meets Gorillaz

Most Effective Retail/FMCG Campaign or Solution
Gordon's Gin, Carat and Weve – Gordon's: Alleviating Frustration at the Station

Most Effective Charity Campaign or Solution
Comic Relief and Fonix – Red Nose Day SMS Donations

Comic Relief and Fonix – Red Nose Day SMS Donations
uSwitch – Switching Made Simple

Most Effective Travel & Tourism Campaign or Solution
Cheapflights – Emoji Search

Most Effective Entertainment Campaign or Solution
Ubisoft, Maxus and Weve – Watch Dogs 2: Unleash your inner 'hacktivist'

Most Effective Automotive Campaign or Solution
Renault, Manning Gottlieb OMD and GroundTruth – The All New Renault Mégane

Most Effective Health and Fitness Campaign or Solution
Public Health England – Sugar Smart

Huge congratulations to all our winners. Stay tuned for the launch of the 2018 Awards in the spring.

There are 36 categories in which to enter this year, with several new categories, including Most Effective Internet of Things Solution; Most Effective In-car app; and Most Effective Healthcare Campaign or Solution.

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