Since our 2017 Effective Mobile Marketing Awards earlier this month, we’ve been showcasing the winning entries every day. Today, we move on to our industry sector awards, and cover the winning campaigns and solutions by charity, financial services, and retail & FMCG brands.
Most Effective Retail/FMCG Campaign or Solution
The winner for Most Effective Retail/FMCG campaign or solution was Gordon’s: Alleviating Frustration at the Station, by Gordon’s Gin, Carat and Weve. This campaign tapped into insight that commuters stuck at train stations could be tempted into buying a premixed gin-and-tonic can while they waited.
Weve overlaid a number of data points, including live and habitual location and a National Rail API feed, that in combination could be used to trigger messages to pre-qualified target consumers when trains were delayed at their station.
These consumers were sent an MMS driving them to a personalised store locator pointing them to the nearest Gordon’s stockist – presenting itself as a solution without specifically highlighting the frustration. Over 150,000 of these messages were delivered, leading over 40,000 to find the store highlighted by the message, and over 32,000 to make a purchase of a gin and tonic can.
The judges said: “An excellent combination of location, highly-relevant, targeted data via the API from National Rail, with demonstrable sales results.”
Most Effective Charity Campaign or Solution
Comic Relief and Fonix were awarded the trophy for their Red Nose Day SMS Donations campaign, which has been running successfully for several years, and this year raised more than ever thanks to the introduction of a new £20 price point for text donations. This new higher level, which was available alongside the traditional £10 donation, reflected an increased level of comfort with mobile donation among consumers.
This level of comfort was reflected in the results, with SMS donations bringing in almost half of all money raised on the night, with 57 per cent of the total amount raised on mobile coming from the £20 price point.
The SMS donation platform also enabled for a smooth customer journey when it came to Gift Aid declarations, which add 25 per cent on to all donations at no cost to the customer themselves. At its peak, the platform processed over 18,000 donations in the space of a minute, demonstrating a truly robust platform capable of dealing with enormous volume.
Our judges said: “A well-executed charity campaign focused on SMS as simplest path to donations. Pretty straightforward and old-school, but effective.”
Most Effective Financial Services Campaign or Solution
uSwitch won Most Effective Financial Services Campaign or Solution for its Switching Made Simple app, a free platform that enables consumers to compare prices on household bills, broadband deals and mobile operators. After becoming the first price comparison app to introduce a QR code scanner in 2016, uSwitch was keen to build on its successes and save consumers more money than ever.
Over the course of 2017, uSwitch took several steps to boost downloads and engagement for the app, including a new brand creative at the start of the year, multiple display and rich media campaigns and the addition of new features designed to bring the app into line with all the services offered by uSwitch’s website.
Comparing H1 2017 to H2 2016, uSwitch has achieved several significant gains, increasing installs by 45 per cent, boosting its click-through rate by over 40 per cent and driving conversion rates on the mobile app to 40 per cent higher than tablet and mobile web users combined. Consumers have now saved over £6.5m by switching suppliers through the app.
Looking at the app, our judges commented: “Clearly successful campaign to promote a good mobile service and promote mobile over other forms of the service. Nice little application, and based on effectiveness then the savings are amazing, and worthy of recognition.”