Making Science

2018 Awards Preview - Most Effective Brand Campaign

Tyrone Stewart

Ahead of our 2018 Effective Mobile Marketing Awards, we'll be previewing the nominees in each category, giving you a glimpse at the high quality of entries we've seen this year. In this preview, we’re looking the most creative brand campaigns from around the world.

American Airlines, Mobsta and Mediacom – Brand Campaign
American Airlines is a strong global brand, but in the UK, it struggles against the likes of British Airways and Virgin, with less than five per cent share of the UK long-haul market. It was looking to secure more Business Class customers from the UK.

By cross-referencing American Airlines traveller data with the members of the British-American Business Council (which has over 2,000-member companies), Mediacom had established that Business Class travellers who travel regularly to the USA are heavily concentrated in two London locations: Canary Wharf and The City, so the entire media solution was focused in these areas.

The campaign targeted travellers in London’s iconic Black Cabs. American Airlines ‘wrapped’ 85 taxis (along with tip-on seats and receipts) that were predominantly based around Canary Wharf and The City. In a media first, these moving vehicles were also geofenced. Exposed devices were identified by connecting to the taxi API platform, enabling the taxi GPS to be geofenced and capturing device IDs within this moving geofence. These devices were then retargeted with a unique kind of location-informed sequential messaging via the user’s mobile devices, ensuring that the messaging on the taxi media was reinforced to the target audience, via their smartphone.

People exposed to both taxis and mobile advertising saw a significant shift in purchase intent of 8.8 percentage points; an 8.6 percentage point shift in brand familiarity; and a positive shift in unaided brand awareness of 1.6 percentage points. The wider campaign saw an overall increase of 9.8 percentage points in purchase intent, driven predominantly by taxi and mobile activity.

Hawaiian Tropic, Wavemaker and Xaxis – Hawaiian Tropic Short-form Video Campaign
Sun care brand Hawaiian Tropic was looked to shift brand perceptions from being a sun care protection product to one that also has true skincare and beauty credentials. Wavemaker was tasked with running a campaign to build brand awareness and presence of the Hawaiian Tropic range in the UK. A key objective was to encourage the UK’s young women to be protected from the sun, not just when they are on a beach holiday abroad, but also during key summer moments such as Hot Weekends in the City and Festivals. The brand’s target audience was fashionable females 18-34, with 18-24 year olds the core target.

With studies showing that younger audiences spend at least 1hr 30mins daily on social media (Nielsen, 2018), Wavemaker believed the best option would be a mobile-first campaign, that ran on premium social and entertainment environments. Hawaiian Tropic and Wavemaker partnered with Xaxis, as its new short form video product could address consumers decreasing attention spans by serving consumers impactful, mobile first, six-second video ads.

Where advertisers have traditionally been limited to using Facebook and YouTube because the alternatives haven’t yet offered the required reach or scale, Xaxis’ new Short-Form Video product tackles this challenge by allowing its clients to reach 27m UK consumers across a selection of premium partners including Twitter, Spotify, Global Radio.

Hawaiian Tropic worked with the Wavemaker content team to create three vibrant six-second videos, that promoted key products and Aloha Spirit. The video creative highlights the brands target audience of young fashion conscious females in three different scenarios – at a festival, enjoying city life in the summer and relaxing on the beach. Using these video creatives, Xaxis began setting up the campaign to target relevant audience segments within its platform.

As the business objective was to bolster reach and brand awareness, Xaxis proposed that it optimise the campaign towards completed video views, whilst maintaining good coverage across all app environments. The campaign ran on a hand-picked selection of millennial focused, household brands including Twitter, Spotify and relevant Global properties such as Capital, Heart and Capital Xtra. On Spotify, ads would only play on songs users selected and on Global, the ads only ran on its known brands online.

Hawaiian Tropic achieved excellent results for their first ever short-form video campaign. The campaign results are confidential, but were shared with the judges.

Leicht and Doorboost – Collection 2018 Brand Partner Campaign
Premium kitchen manufacturer Leicht has partnered with Doorboost to provide branded landing pages and advertising campaigns for their partnership network across more than 18 different countries since 2016.

The aim of Leicht’s first brand partnership campaign of 2018 was to bolster its online advertising efforts both for the brand and their worldwide dealerships partners by increasing brand recognition and foot traffic amongst high-value potential customers.

Doorboost provided participating dealerships and showrooms with customised brand-approved landing pages and digital ad campaigns that were promoted to audiences within their local radius. It then worked closely with retailers to drive ready-to-buy customers to their businesses, where they were then turned into loyal long-term customers.

The startup also developed image, carousel, and video ads to be promoted on Facebook, Instagram, and Google. These ads enabled potential buyers to download brand brochures and to schedule in-person consultations at the nearest Leicht dealership location.

Leicht’s ‘Collection 2018’ campaigns resulted in 3,777,648 impressions being place with 1,614,798 potential customers reached. These visitors created 87,994 landing page visits and generated 5,057 leads.

The Telegraph and Fetch – Words Chosen Well
The Telegraph identified the need to start building the next generation of loyal, Telegraph readers. With their traditional print audience (male, 55+, affluent) naturally in decline, and in the face of rapidly-changing consumer behaviour, it was now more important than ever to make the Telegraph brand relevant to a new, younger, mobile-first audience. Most of this submission was marked confidential, which limits the amount we can say about it. But in essence, the key objective was to drive more registrations since registered readers are more likely to become paying subscribers than non-registered readers.

By connecting data and editorial on a real-time media basis, and using a combination of mobile, out of home, social, programmatic and podcasts, the Telegraph drove a significant shift in brand relevancy and exceeded its targets for the number of new registered users. The campaign also outperformed its KPIs in a number of other areas. These results were shared with the judges in confidence.

Tito’s Handmade Vodka – Tito’s Tailgate
Tito’s Handmade Vodka launched a US national campaign to promote tailgating experiences while offering consumers the chance to win a Tito’s Tailgate Kit, stadium chair, or cooler.

The brand was looking to increase awareness and encourage participation and did so via a short-form trade marketing video shared on www.titosvodka.com, social media, and via email. The video asked consumers to text ‘TitosTailgate’ to 811811 for their chance to win a prize.

Results of the campaign were not shared.