With the shortlist announced, the countdown to our 2015 Effective Mobile Marketing Awards has begun. Theres less than a month until the ceremony on 26 November in London, and between now and then, well be taking a closer look at each of the nominees in our 32 categories. Today, well be focusing on the finalists for Most Effective App Install Campaign.

Addison Lee and Unique Digital – Driving Hyperlocal Bookings
As the UKs leading cab firm, Addison Lee has had great success in the b2b market, but was facing fierce competition from the likes of Uber in the consumer-facing space. In order to appeal to and capture more of this market, the firm launched a rebrand campaign and a significant app refresh.

Using rich customer journey data to segment and define its target audience, an omnichannel fully-integrated campaign was planned that delivered across display, search, social, press and digital out-of-home, resulting in a 48 per cent increase in app downloads.

Fiksu – Scotts My Lawn App
Scotts My Lawn app provides users with an individualised lawn care plan along with guidance and advice, so Fiksu focused on a seasonal campaign, aiming to drive high volumes of installs in the short spring time-frame when the app would be most relevant to users and could drive product sales the highest.

Using leading programmatic channels, Fiksu and Scotts aimed to accumulate a larger mobile customer base, but the main focus was driving consumers to complete lawn care plans, as this would ultimately lead to higher sales for the brand. Thanks to precise interest targeting, the campaign beat all its targets, with over 60 per cent of users completing a lawn care plan.

John Lewis, M&C Saatchi Mobile and Google – John Lewis App Install Campaign 2015
The John Lewis App is a key sales channel for the business, and in December 2014 the firm launched a six month app promotion initiative across a variety of mobile media sources using display and video formats, aimed at obtaining customers matching the profile of their existing app user base.

Working with M&C Saatchi Mobile and Google, the campaign used audience and placement insights to continually improve campaign install efficiency in an automated, scalable way, enabling the team to focus on developing strategy rather than refining performance. By the end of the campaign, it was delivering the lowest CPA and highest ROI compared to all other media suppliers.

John Lewis and Manning Gottlieb OMD – Monty: Christmas 2014 App Star
John Lewis has become synonymous with Christmas thanks to their festive ad campaigns. For 2014, the company wanted to not only create a great TV ad, but put consumers at the heart of the campaign via engaging experiences.

Knowing that consumers would be using Shazam during the TV ad, app installs ads for an eBook were delivered via the platform. In addition, the campaign targeted conversations on mobile-first social platforms with video units, and created a virtual reality version of the app which could be accessed using Google Cardboard units at John Lewis stores.

Vungle Creative Labs – Trivia Crack US Campaign
Turning a viral hit into a sustained success can be difficult, and it was the challenge that the maker of Trivia Crack had to face when its game became the most downloaded app in the world, with 100m users. To continue that momentum, the key was creating an ad format that conveyed the interactive and engaging personality of the game.

Vungle Creative Labs designed high-impact video ad experiences with interactive end cards that mimicked the apps gameplay, giving consumers a taste of what they could expect. It then used complex A/B testing to identify the strongest format, which ended up doubling Trivia Cracks conversion rate and driving an influx of new, high-quality users.

You can see the full list of finalists in all categories here. To book your place at the Effective Mobile Marketing Awards Ceremony, click here.

To get involved with the Awards as a Partner, contact [email protected]