Walkers, Jaguar, Lloyds, Virgin Holidays, The Guardian, Specsavers and John Lewis were among the brands who celebrated wins at this year's Effective Mobile Marketing Awards.

The winners were unveiled at an Awards Ceremony in London this evening, attended by 300 representatives from brands, agencies and mobile marketing firms.

Audi, Cineworld, Carling, Premier Inn and Domino's Pizza were also among the brands who triumphed this year, while on the agency side, Nimbletank, Somo, PubMatic, Fiksu, Mindhare, Manning Gottlieb OMD, Mediacom, Millennial Media and and Hi Mum! Said Dad were just some of those honoured.

It's been another fantastic year for the Effective Mobile Marketing Awards, with the best ever crop of entries demonstrating the high level of innovation and quality the industry has achieved in the past year. The strength of the nominees in every category has been an inspiration, and made it tougher than ever when it came to picking winners.

Jaguar and Mindshare's Feel Wimbledon campaign was one of the big winners of the night, taking home the awards for Most Effective Use of Video, Most Effective Brand Campaign, Most Effective Mobile Advertising Campaign and our Grand Prix award.

The Virtual Holidays campaign by Virgin Holidays and Manning Gottlieb OMD also took home multiple awards, winning Most Effective Sales Promotion, Most Effective In-store Initiative, and Most Effective Augmented/Virtual Reality Campaign.

This year's Awards were sponsored by Trinity Mirror Pinpoint, Theorem and Masterclassing. For information about partnering with the 2016 Effective Mobile Marketing Awards, contact john.owen@mobilemarketingmagazine.com

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

PEOPLE'S CHOICE AWARDS
Most Innovative Use of Mobile
Google Cardboard

Start-up of the Year
UsherU

Most Effective Brand
Audi

Mobile Marketing Campaign of the Year
The ALS Association’s Ice Bucket Challenge

MAIN AWARDS
Most Effective Mobile-first Service
Premier Inn and Monitise Create – Hub by Premier Inn

Most Effective Smartphone App
Domino’s Pizza and Future Platforms – Domino’s UK & ROI Mobile Apps
Highly Commended: Shopcade
Highly Commended: Patient – Patient Access Mobile App

Most Effective Tablet App
John Lewis – #BreakingPad Project

Most Effective b2b App
Nimbletank – Soundjack Tablet App for Venue Hosts
Highly Commended: Carlson Wagonlit Travel – CWT To Go

Most Effective Smartwatch App
Lufthansa and SapientNitro – Lufthansa Travel Companion
Highly Commended: Addison Lee – Apple Watch App

Most Effective Mobile Payment Solution
Bravofly and Lastminute.com Group with Jumio

Most Effective Charity Campaign  
Specsavers and Manning Gottlieb OMD – SWOTY

Most Effective Financial Services Campaign  
Lloyds Banking Group – Lloyds Mobile Banking App

Most Effective Entertainment Campaign  
Cineworld – Cineworld Unlimited Card

Most Effective Travel & Tourism Campaign  
Hailo – Drive For Equality

Most Effective Retail Campaign
Somo and Shop Direct – A Very Stylish Christmas
Highly Commended: DFS and Mediacom – DFS Winter Sale

Most Effective App Install Campaign
Fiksu – Scotts My Lawn App
Highly Commended: John Lewis and Manning Gottlieb OMD – Monty: Christmas 2014 App Star

Most Effective Programmatic Campaign
Sure Max Pro (Unilever) and Mindshare – Sure Max Pro: Feeling the Heat?
Highly Commended: Criteo Mobile Performance Marketing for House of Fraser

Most Effective Native Advertising Campaign
The Guardian News and Media – General Election 2015 Campaign

Most Effective Rich Media Campaign
Yodel Mobile and AdGibbon – The Economist: The World in 2015
Highly Commended: Mindshare and LoopMe – Unilever TRESemmé Edge

Most Effective Use of Video
Jaguar and Mindshare – Feel Wimbledon

Most Effective Social Campaign
Walkers and OMD UK – Tweet to Eat

Most Effective Brand Campaign
Jaguar and Mindshare – Feel Wimbledon

Most Effective Sales Promotion Campaign
Virgin Holidays and Manning Gottlieb OMD – Virtual Holidays
Highly Commended: Proelios and Deep Silver Fishlabs – VW Group China Sports Car Challenge Series

Most Effective Tablet Advertising Campaign
Millennial Media, AvatarLabs and MEC Los Angeles – Paramount Pictures, Transformers: Age of Extinction

Most Effective Integrated Campaign
John Lewis and Manning Gottlieb OMD – John Lewis Wins Christmas 2014

Most Effective In-store Initiative
Virgin Holidays and Manning Gottlieb OMD – Virtual Holidays

Most Effective Location-based Campaign
Cineworld – Cineworld Unlimited Card

Most Effective Augmented/Virtual Reality Campaign
Virgin Holidays and Manning Gottlieb OMD – Virtual Holidays

Most Effective Search Campaign
Samsung, Starcom Mediavest and Google – Samsung Search Goes Viral
Highly Commended: Benefit Cosmetics and Liberty Marketing – Local SEO

Most Effective Loyalty Campaign
Carling and Hi Mum! Said Dad – Carling iPint: Cheers to Win

Most Effective Advertising Network
Google
Highly Commended: BuzzCity

Most Effective Advertising Technology Platform
PubMatic
Highly Commended: Criteo Mobile Performance Marketing for House of Fraser

Most Effective Mobile Advertising Campaign
Jaguar and Mindshare – Feel Wimbledon

Grand Prix Award
Jaguar and Mindshare – Feel Wimbledon