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Awards Preview – Most Effective Automotive Campaign or Solution

Alex Spencer

Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, we're looking at Most Effective Automotive Campaign or Solution.

Jaguar Feel Wimbledon

Jaguar and Mindshare – Jaguar Feel Wimbledon
To mark its sponsorship of this year’s Championships, Jaguar once again turned to Mindshare for a ‘Feel Wimbledon’ campaign that could give non-attendees a taste of being at the iconic sporting event. The resulting three-minute 360° video featuring Andy Murray was available on YouTube – where it attracted 2m views – and social media channels, and in ‘experiential zones’ set up at London Waterloo station and Jaguar retailers nationwide. At Waterloo station, 7,900 people enjoyed the full VR experience, spending an average of 12 minutes with the brand. When it came to cut-through, #FeelWimbledon was the most used hashtag of all the Wimbledon partner brands.

Audi and Somo – Audi Mobile Site Refresh
Somo first built Audi's mobile site in 2009 and has been continually optimising since. In 2015, Audi was named as having the best mobile site amongst all automotive manufacturers in the UK by Psyma, but Audi wanted to build upon its success, laying the foundations of a mobile site which can complement, or even host, an end-to-end mCommerce journey. The site received 4.3m unique visitors between May 2015-May 2016, with certain campaign pages exceeding views of their desktop counterparts, and satisfaction with the site is now rated at 87 per cent, an increase of 10 percentage points.

Peugeot, OMD UK, Opera Mediaworks and Immersion – New 308 GTi by Peugeot Sport
Wanting to drive awareness, consideration and purchase intent for the 308 GTi and the wider 308 line, Peugeot decided to reach beyond just audio-visual creative. Working with Opera Mediaworks UK and Immersion, it developed hard-coded haptic vibration effects that would act in sync with the full-screen mobile video, in order to replicate the feeling of the 308 GTi's speed and performance. The ads were served exclusively within apps that were popular amongst the target audience and targeted higher-end smartphones that were equipped to deliver the full feel of the experience, resulting in a 95 per cent video completion rate and a two-fold increase in brand opinion and consideration intent for those exposed to the ads.

Renault Italia and OMD – Renault Business Booster
Based on the insight that 85 per cent of Italian enterprises are family-run businesses, this app aimed to reduce tensions between fathers and sons working together by providing a set of digital tools for easier remote working. Together with Google For Work, OMD developed the app as a way of sharing everything  from memos to delivery schedules, branded to help promote Renault's new range of commercial vehicles. The app was supported with an integrated campaign encompassing TV, print, radio, display and even a roadshow in 100 cities.

Renault, MGOMD and LoopMe – The All-new Renault KADJAR
Renault worked with Manning Gottlieb OMD and LoopMe to support the promotion of Renault’s all-new KADJAR. The target audience was ‘hero dads’, men aged 35-49 with children, who were in the market to buy a car. The ad experience featured two impactful full-screen ad units, using a mixture of the HTML5 rich media technology and high-quality video, targeted and optimised in real time using LoopMe’s Data Management Platform and Artificial Intelligence engine. The campaign delivered over 13,986 hours of brand contact time, and drove a 78 per cent increase in brand consideration and 76 per cent uplift in purchase intent.

Textlocal – Textlocal SMS Ticketing
UK car dealership franchise Lookers utilised the rich content of Textlocal SMS tickets to drive customers into four of their branches. Messages were sent to 80,000 customers in the North West, containing special offers on two Vauxhall models, and embedded links to find out more. The tickets could be redeemed through Textlocal's app, enabling Lookers to track purchases back to the original messages. As a result of the campaign, 76 cars were sold, off the back of an SMS spend of just £1,800, which Textlocal works out to be an ROI of 'well over 4,000 per cent'.

Our Award winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.