The winners in all 34 categories, including four People’s Choice Awards, were revealed at an Awards Ceremony in London this evening, attended by 250 representatives from brands, agencies and mobile marketing firms.

Agencies honoured for their work this evening included Mindshare (who picked up five awards), Nimbletank (who collected four), Mediavest, MGOMD, OMD China and Future Platforms.

The Grand Prix Award for the best campaign overall went to Levi’s and OMD China for The Levi’s Campaign that Levi’s Didn’t Create. This was a brilliant campaign, harnessing the power of user-generated content, in which Levi’s customers were invited to create their own version of the fashion brand’s We Are Original ad campaign.

The campaign really caught young consumers’ imagination: over 2.6m Levi’s ads were created by Millennials in just two weeks, and the campaign achieved an additional 2.9m consumer engagements in the form of likes, forwards, comments and shares. The campaign also picked up the awards for Most Effective Brand Campaign, Most Effective Social Campaign, and Most Effective Fashion & Luxury Campaign.

In the People’s Choice Awards, which garnered over 2,000 votes, Start-up of the Year went to Dice; Most Effective Brand went to Unilever; and Jonathan Milne was voted Mobile Marketer of the Year, with Milne’s employer Celtra taking the award for Ad or Marketing Tech Platform of the Year.

This years Awards were sponsored by Trinity Mirror Pinpoint, Tabmo and Masterclassing. For information about partnering with the 2017 Effective Mobile Marketing Awards, contact [email protected]

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

PEOPLES CHOICE AWARDS
Start-up of the Year
Dice

Most Effective Brand
Unilever

Ad or Marketing Tech Platform of the Year
Celtra

Mobile Marketer of the Year
Jonathan Milne, Chief Revenue Officer, Celtra

MAIN AWARDS
Most Effective Mobile-first Service
Nimbletank – Kobalt: The Future Of Music
Highly Commended: Sliide Airtime – Sliide Airtime Africa

Most Effective Publisher Offering
Politico, Urban Airship and DigitasLBi – Politico’s EU Referendum Tracker

Most Effective Internet of Things Solution
Ampersand & Ampersand – Ogilvy Lab Day Live

Most Effective Mobile Payment Solution
Camelot and Barclays – National Lottery Payment With Barclays Pingit

Most Effective Consumer Smartphone App
Sliide Airtime – Sliide Airtime Africa

Most Effective B2B App
Nimbletank – Kobalt: The Future Of Music

Most Effective Tablet App
Nimbletank – Kobalt: The Future Of Music

Most Effective Retail Campaign or Solution
M&S and Mindshare – M&S Food Summer Campaign

Most Effective Charity Campaign or Solution
Unilever, Mindshare UK and TMW Unlimited – Lynx CALM

Most Effective Financial Services Campaign
Santander and Nimbletank – KiTTi: An Account for Groups

Most Effective Travel & Tourism Campaign
Hilton Worldwide and 383 – Youre Connected

Most Effective Entertainment Campaign
Future Platforms – Twickets
Highly Commended: Nimbletank – Kobalt: The Future Of Music

Most Effective Fashion & Luxury Campaign or Solution
Levi’s and OMD China – The Levi’s Campaign That Levi’s Didn’t Create

Most Effective Automotive Campaign or Solution
Textlocal – Textlocal SMS Ticketing
Highly Commended: Renault Italia and OMD – Renault Business Booster

Most Effective Healthcare Campaign or Solution
Connected Fitness Labs and DMI – Custom Fit App
Highly Commended: Kings College NHS and Ampersand & Ampersand – Kings College Hospital RD Rheumatology Department

Most Effective Integrated Campaign
Unilever, Mindshare UK and TMW Unlimited – Lynx CALM

Most Effective Rich Media Campaign
Knorr, Joule, PHD, Mindshare, Edelman and Mullen Lowe – Knorr Love At First Taste

Most Effective App Install Campaign
Virgin Media & RAPP – Wi-fi Buddy

Most Effective Proximity Marketing Campaign
Amstel, Tesco, One Stop, Mediavest, IRI and Blis – Amstel: Tesco & One Stop
Highly Commended: M&S and Mindshare – M&S Food Summer Campaign

Most Effective Native Ad Campaign
Paramount Pictures International, MEC and Phunware – Mission: Impossible – Rogue Nation

Most Effective Programmatic Campaign
Strongbow and Mediavest – Strongbow Cloudy Apple

Most Effective Brand Campaign
Levi’s and OMD China – The Levi’s Campaign That Levi’s Didn’t Create
Highly Commended: Jaguar and Mindshare – Jaguar Feel Wimbledon

Most Effective Social Campaign
Levi’s and OMD China – The Levi’s Campaign That Levi’s Didn’t Create

Most Effective Use of Video
Renault, MGOMD and LoopMe – The All-new Renault KADJAR

Most Effective Sales Promotion Campaign
Textlocal – Textlocal SMS Ticketing

Most Effective Virtual Reality Campaign
Jaguar and Mindshare – Jaguar Feel Wimbledon

Most Effective Search Campaign
LeoVegas and Somo – The King of the Mobile Casino

Most Effective Loyalty and Rewards Campaign
Cricket Wireless, SessionM and HackerAgency – Cricket Rewards App

Most Effective Cross-screen Campaign
New Look and Criteo – Connect the Consumer
Highly Commended: Rubicon Project – The Future of Automation

Grand Prix Award
Levi’s and OMD China – The Levi’s Campaign That Levi’s Didn’t Create