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 Integrated Campaign.

Cineworld – Cineworld Unmissables
In a busy Christmas period where advertisers from all sectors are vying for attention, Starcom MediaVest and Cineworld piggybacked off film trailers that distributors were already running on TV, and served mobile ads to the target audience at the same time.

Hailo – Drive for Equality
During Ireland’s gay marriage equality referendum in May, Hailo launched ‘#DriveForEquality’ offering free taxis to the polling stations in all major Irish cities. This was supported with a social and PR push, centering around a viral hidden-camera video starring a heterophobic Hailo driver talking to passengers about his distaste for straight couples. The campaign drove a substantial uplift in new and active users, and awareness of the Hailo brand.

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.

John Lewis and Manning Gottlieb OMD – John Lewis Wins Christmas 2014
John Lewis Christmas ads have become an annual tradition, but the retailer wanted to extend the campaign beyond TV, launching an interactive e-book app and Google Cardboard experience starring Monty the Penguin, the character from the TV spots. The app was promoted through Shazam whenever the song was scanned – which, thanks to it being 2014s most scanned advert, helped drive 143,000 installs – while the VR experience kept shoppers in store for longer.

Walkers and OMD UK, Clear Channel UK, AMV BBDO and Talon – Tweet to Eat
To push its Do us a Flavour competition in 2014, Walkers created digital vending machines within three London bus shelters, which could be activated by sending a tweet to claim a free packet of crisps. Over 8,500 people interacted with the OOH locations, but the real reach came from the social campaign, thanks to a 90-second video content, which was viewed over 1.1m times and drove 5.7m Twitter impressions.

Somo and Shop Direct – A Very Stylish Christmas
Mobile activity was triggered by the soundtracks of not only the brand’s TV ads but also their competitors’, in order to extend the reach of Very’s TV advertising and drive a direct response, while geo-targeted messages hijacked shoppers on the busiest high streets, offering a stress-free shopping alternative online. The campaign contributed to Very’s record-breaking Christmas, with mobile sales up over 45 per cent.

Vodafone and Ketchup Agency – Vodafone KaraKartal Summer Transfer
Tying into Vodafones sponsorship of Turkish football club Besiktas, sports community program KaraKartal sends offers to its members on match days — but it didnt stop during the leagues summer break, instead offering free calls or mobile data, with higher amounts for new customers. By the end of the campaign, KaraKartals subscriber base had almost quadrupled.

Wywy and Nissan – Nissan Pulsar European Launch
In order to reach mobile second-screeners, Nissan used Wywy’s TV Sync solution to deliver display, video, and social ads to viewers devices during TV ad breaks featuring the Nissan Pulsar campaign. This synchronisation led to a 39 per cent uplift in brand awareness compared to TV-only, and analytics helped Nissan determine which channel, time and day of the week delivered the best results in terms of conversions.

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