Awards Preview – Most Effective Brand Campaign
- Monday, November 10th, 2014
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The 2014 Effective Mobile Marketing Awards Ceremony takes place on 27 November in London. Between now and then, we are throwing the spotlight on the finalists in each of the 26 categories.
Today, we take a closer look at the nominees in the Most Effective Brand Campaign category.
Mindshare and Unilever – Dove Men+Care: 6 Nations
Dove Men+Care wanted to grow unaided awareness of the brand among their core male 35+ audience of smartphone users, with a limited budget. Leveraging its partnership with the 6 Nations rugby tournament, Dove ran a mobile campaign that adapted in real-time to tournament news and match scores.
Mindshare and Unilever – Walls Ice-cream: Thermal Activated Media
For the first time ever, Walls spent 100 per cent of its digital budget on mobile media to push ice-cream sales. The campaign leveraged real-time temperature and sunlight data to encourage customers to pick up a Walls ice cream on a hot day, when they were close to a point of sale.
Amobee – Ford F150 3D
Ford made its mobile ad the lead creative unit for the broader F-150 campaign, over traditional ad channels. The ad unit featured an interactive 3D model of the vehicle, which users could re-colour and see in different environments, with light and shading rendered in real-time based on the their actions.
Byyd Tech – Sony Xperia Z1
Sony and MediaCom used Byyds demand-side platform Madison to gauge effectivness of a mobile ad campaign. As well as measuring impressions and engagement with the ad units, Byyd partnered with market research firm On-Device Research to identify which audiences had been exposed to the ad, through Byyds unique identifier database, and measure the campaigns effect on their brand awareness.
John Lewis and Manning Gottlieb OMD – Christmas Bear and Hare
To support its Bear and Hare Christmas TV campaign, John Lewis expanded the story of the two characters with an interactive eBook app. Because creative restrictions meant this app couldnt be promoted in the TV ad, Manning Gottlieb OMD leveraged Shazam. Whenever users scanned the Lily Allen track that appeared in the TV ad, they were prompted to download the eBook app, pushing it to the #2 position in the iPad Entertainment category.
Sony Pictures and Manning Gottlieb OMD – The Amazing Spider-Man 2 Draw Something Partnership
Sony wanted to reach the Spider-Man franchises core 7-14 year old audience, who may have been alienated by the darker tone of the recent films. To do this, it partnered with mobile game publisher Zynga to integrate a bespoke Spider-Man themed level into the Draw Something app, getting them to draw characters and assets from the film, and watch a trailer.
Manning Gottlieb OMD & Mobile5 – Renault ZOE Locate and Personalise
Understanding the niche market for the ZOE electric car, this campaign targeted four key cities in the UK that indexed highly for electronic vehicle buyers – Bristol, Cardiff, Newcastle & Glasgow – alongside local dealership events. Consumers were shown a rich media ad unit specific to their area, showing the lower cost of travelling to local landmarks in the ZOE.
OMD UK and McDonald’s UK – McFlurry Music Mix-Up
To drive summer sales of the McFlurry seasonal editions, McDonalds and OMD created exclusive video content featuring pop stars who appealed to the young adult target demographic. This could be accessed via a QR code on the side of the McFlurry packaging, marking the first time McDonald’s had linked a media campaign to in-restaurant purchases in the UK.
You can see the full list of finalists in all categories here.