With the 2019 Effective Mobile Marketing Awards open for entries and celebrating their10th anniversary, we are taking a closer look at some of the winning campaigns in last year’s competition. In this post, we turn the spotlight on the winners of the Most Effective Use of Video Award.
The award was won by McLaren Automotive, Blis and DCT8 for a campaign designed to support the launch of the Sport Series 570S spider and 570GT. McLaren wanted to increase awareness of both models, and widen its target customer base by bringing in new prospect customers into their dealerships for test drives. Working with Blis and DCT8, it identified high earners aged 30-65 with an interest in luxury goods and prestige cars as its key audience, and built a strategy to target them.
The team used geofencing around affluent locations such as exclusive clubs and hotels, Michelin star restaurants and luxury retailers, then identified competitor dealerships close to McLaren Automotive retailers. When profiled consumers were close to rival dealerships, the campaign targeted them in real-time with video ads, offering them a chance to learn more about McLaren’s latest models online or at a local retailer.
The campaign delivered over 4.2m impressions and drove over 23,000 consumers to the McLaren landing page to learn more about their latest models. In addition, McLaren was able to identify new conquest customers, with footfall data generated by the campaign providing key insights for future marketing.
“The campaign was intelligently executed and utilised Blis' proprietary location technologies,” Blis told us. “We felt very proud that Blis were able to help McLaren achieve their goals and that we played a direct part in driving new sales for the brand.”
While the campaign was successful for McLaren, Blis has also leveraged the win in terms of its own PR activity and promotion through its social channels. “The win highlighted the huge role location data plays for the auto sector,” the company told us. “We have since conducted a study on the auto vertical using Blis' data which will be launched in the coming months.”
As for the Awards judges, their verdict was that this was : “a well thought-out campaign with good-looking creative and impressive results.”
This year's Awards, staged in partnership with our Headline Sponsor, Dynata, are open for business.
To celebrate the 10th anniversary of the Awards, In addition to the 30 main categories,there are also four special Best of the Decade Awards. These are the Most Effective Mobile Marketing Campaign of the Decade; Mobile Marketing Agency of the Decade; Mobile Marketing Brand of the Decade; and Disruptor of the Decade, which could be a person or a company.
The Most Effective Mobile Marketing Campaign of the Decade is open for companies to enter in the usual way. The other three, for the best Agency, Brand and Disruptor will be chosen by a public vote after nominations from the industry. If you would like to nominate an agency, brand or disruptor of the decade, please send your nomination to [email protected] with a few words in support of your submission. Companies are allowed to nominate themselves.
The entry deadline for all awards is midnight UK time Friday, 26 July 2019, with an Early Bird deadline two weeks earlier, Friday 12 July. The cost to enter an award is £180 plus VAT per submission. There is a 50 per cent discount to enter any campaign into additional categories after the first category. There is also a £30 discount per entry submitted before the Early Bird deadline.