Awards Preview – Most Effective Brand Campaign

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 Brand Campaign.

Awards-crowd-shot-carousel.jpgAirpush – Stand Up To Cancer
In the weeks leading up Valentines Day, SU2C ran the Kiss Cancer Goodbye, encouraging mobile users to share a kiss pic on social media and drive viral awareness of the charitys initiatives. Through use of Airpushs Abstract Banners, targeting heavy mobile social users, the campaign clocked up 33,296 shares on Facebook and Twitter over the course of one week.

Jaguar and Mindshare – Feel Wimbledon
Jaguar used bespoke wearables and sensory beacons to capture human responses at Wimbledon in real-time, data which was then analysed and turned into content by Mindshare to give fans around the world the Wimbledon feeling. This resulted in Jaguar being the most talked-about brand on social media during the tournament, achieving a 27 per cent share of voice versus other Wimbledon partner brands and driving over 36,000 visits to the mobile site.

Millennial Media & Empowering Media at Aegis – Microsoft Cloud
Recognising that the B2B audience for its cloud solutions business are heavy mobile device users, Microsoft ran a mobile video campaign that leveraged its own rich brand video assets, targeting business users via Millennials audience profiles, geographic location and retargeting tactics. Over two months, the campaign saw almost 3m with an video completion rate of 70 per cent.

Penguin Random House, Widespace, Mobext UK and Havas Group – ‘Grey’ by EL James
Penguin promoted the launch of the 50 Shades of Grey sequel with a mobile-first takeover ad integrated natively into female-skewed premium lifestyle and entertainment sites such as Cosmopolitan, ElleUK and DigitalSpy. Despite a low spend level, the campaign achieved an awareness uplift of 43 per cent, and a purchase intent uplift of 153 per cent, helping the publisher to over-deliver on sales forecasts.

Specsavers and Manning Gottlieb OMD – SWOTY
Specsavers has runs its Spectacle Wearer of the Year competition for 19 years, to combat the negative stigma attached to wearing glasses and the bullying it causes for young people. For 2015, it took its entries purely from mobile for the first time, encouraging glasses-wearers to upload a selfie via a mobile site or directly from a rich media ad unit, exceeding all KPIs.

Sure Max Pro (Unilever) and Mindshare – Sure Max Pro: Feeling the Heat?
Mindshare’s Intelligence team built a ‘Weather Tool’ which calculated the heat index across the UK to work out where people would be feeling the summer heat and, by plugging into the Ultra trading desk, deliver targeted ads to those users. In some areas, this targeting resulted in an ROI of up as much as £1.79 to every £1 spent.

TUI and Mediacom – Thomson Holidays Sensatori: Discover Your Smile
The travel agent partnered with Instagram, using its new Carousel format to showcase holiday locations in the Thomson Sensatori range, targeted at 25-44 year olds specifically. The campaign delivered an ad recall seven times higher than usual, and a six  point increase in brand favourability amongst females, the brands key decision makers.

Wall’s (Unilever) and Mindshare – Wall’s Thermal Targeted Advertising
For the first time, Wall’s spent 100 per cent of its digital budget on mobile media, for a campaign that reacted to summer temperatures and sun hours, using a real-time feed from the Weather Channel. Ads were also geo-targeted to reach consumers when they were closest to the point of sale. Wall’s ice cream sales increased by 8.8 per cent year-on-year, and by 24 per cent in London, where the biggest share of investment was focused.

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 john.owen@wearedotmedia.com