EMMAs

2018 Effective Mobile Marketing Award winners revealed

David Murphy

The winners in all 34 categories, including four People’s Choice Awards, were revealed at an Awards Ceremony in London this evening, attended by over 200 representatives from brands, agencies and mobile marketing firms.

Brands honoured for their work this evening included Very.co.uk, who, along with their agency Fetch picked up three awards, including the Grand Prix for their Christmas 2017 campaign. The campaign set out to outsmart the big-spending competition by reaching consumers on their mobile screens, something they did with great success.

Fetch picked up another two awards for their Words Chosen Well campaign with The Telegraph, whose goal was to build the next generation of loyal Telegraph readers by connecting data and editorial, and using a combination of mobile, out of home, social, programmatic and podcasts.

Another double winner was the ‘Air BnB for pets’ platform, TrustedHousesitters, which took the awards for Most Effective CRM Campaign and Most Effective B2C App. The B2B App Award went to Sky, Domestic & General, Rufus Leonard and Pocket App for the Sky Protect Engineers’ App.

New categories this year included Most Effective Anti-fraud solution, which was won by Machine Advertising, whose platform detected and blocked over 12m fraudulent installs for its clients between January and May 2018. And Most Effective Chatbot Solution, which was won by Walkers and AnalogFolk for their Walkers Win Live campaign, which used a chatbot to encourage and enable TV viewers to enter a competition promoted on-pack.

AnalogFolk also picked up the award for Most Innovative Campaign along with Marmite for their TasteFace campaign, which centred on a web app that used facial recognition to analyse user reactions to Marmite when they tasted it. Using the app, consumers could request a free Marmite sample and then take the TasteFace test, analysing their reaction to provide them with a score, as well as GIF of their unique reaction that could be shared on social media.

The Chairman’s Award, awarded by Chair of Judges David Murphy, went to Auto Trader and AmazeRealise for their #AutoTraderGoals campaign that ran during this Summer’s World Cup, where they gave away a car every time the England football team scored a goal.

In the People’s Choice Awards, Procter & Gamble chief brand officer Marc Pritchard was crowned Mobile Marketer of the Year in an industry vote, in recognition, no doubt, of his efforts to clean up the digital advertising ecosystem.

Adidas was chosen as Brand of the Year, while AppsFlyer took the honours for Ad or Marketing Tech Platform of the Year, taking a huge 58 per cent of the vote. The Start-up of the Year Award went to banking firm Tide.

This year's Awards were sponsored by Weve. For information about partnering with the 2018 Effective Mobile Marketing Awards, contact [email protected]

And for more on each of the winning entries, head to the Awards Site.  In the meantime, the full list of winners is as follows:

Grand Prix Award
Very.co.uk and Fetch – Winning the Christmas Retail Race on the Second Screen

Chairman’s Award
Auto Trader and AmazeRealise – #AutoTraderGoals

Most Effective Mobile-first Service
Merck Animal Health and Creative Digital Agency – My Vet Offers
Highly Commended: The Bridge Digital, News UK – The Times and Sunday Times v-Studio

Most Effective Location Campaign
Curry’s PC World, GroundTruth and Blue449 – Curry's PC World Prospecting and Retargeting campaign

Most Effective Cross-screen Campaign
Very.co.uk and Fetch – Winning the Christmas Retail Race on the Second Screen

Most Effective Automotive Campaign or Solution
Suzuki, Waze and the7stars – Suzuki Saturdays on Waze

Most Innovative Campaign
Marmite and AnalogFolk – Marmite TasteFace
Highly Commended: Mubaloo – The World’s First Alexa-powered, Interactive Ad Unit

Most Effective B2B App
Sky, Domestic & General, Rufus Leonard and Pocket App – Sky Protect Engineers’ App

Most Effective Augmented Reality/ Virtual Reality Campaign
Magnum Singapore, Blippar and Mindshare – Make My Magnum Through Augmented Reality

Most Effective Use of Data
MGM and Publicis Sapient – PlayMGM

Most Effective Messaging Campaign
BBC News and Urban Airship – Royal Wedding Weekend BBC News Rich Notifications
Highly Commended: France Televisions and Urban Airship – 2017 Elections: Franceinfo App

Most Effective Brand Campaign
The Telegraph and Fetch – Words Chosen Well

Most Effective Programmatic Buying Campaign
New Look and Criteo – Customer Acquisition Beta

Most Effective B2C App
TrustedHousesitters – TrustedHousesitters App

Most Effective Entertainment Campaign or Solution
Sony Pictures, S4M and IPG Mediabrands – Going from the Small Screen to the Big Screen

Most Effective Anti-fraud solution
Machine Advertising – Stop Fraudulent App Installs

Most Effective Retail/FMCG Campaign or Solution
Very.co.uk and Fetch – Winning the Christmas Retail Race on the Second Screen
Highly Commended: Argos and Apadmi – My Argos Card App

Most Effective In-app Advertising Campaign
Hewlett Packard Enterprise and Digitas – Yeasayers Game

Most Effective Social Campaign
Auto Trader and AmazeRealise – #AutoTraderGoals
Highly Commended: Tado – Antarctica: #NoPlanetB

Most Effective Integrated Campaign
The Telegraph and Fetch – Words Chosen Well

Most Effective App Install Campaign
NBC Universal (hayu) and Yodel Mobile – App Store Optimisation and Discoverability Campaign

Most Effective CRM Campaign
TrustedHousesitters – TrustedHousesitters App

Most Effective Chatbot Solution
Walkers and AnalogFolk – Walkers Win Live

Most Effective RCS Campaign
Walgreens and 3C Interactive – Text2Clip RCS Program

Most Effective Email Campaign
Odeon and Adeptiv – Odeon Blockbuster Movie Strategy

Most Effective Launch Campaign
Kwiff and Total Media – It's Perfectly Normal. Until it's Kwiffed

Most Effective Travel & Tourism Campaign or Solution
The Richards Group and GumGum – Go RVing 2018 Campaign
Highly Commended: American Airlines, Mobsta and Mediacom – Brand Campaign

Most Effective Performance Marketing Campaign
Britvic (Pepsi Max), Weve and OMD – Maximum Taste. No Sugar. Simple

Most Effective Use of Video
McLaren Automotive, Blis and DCT8 – McLaren Automotive Europe Campaign

Most Effective Charity Campaign or Solution
Global – Make Some Noise Competition Entry with Donation

People's Choice Awards
Mobile Marketer of the Year
Marc Pritchard, Procter & Gamble

Brand of the Year
Adidas

Ad or Marketing Tech Platform of the Year
AppsFlyer

Start-up of the Year

Tide

Huge congratulations to all our winners. Stay tuned for the launch of our 10th Anniversary Awards in the New Year.