Awards Preview – Most Effective Integrated Campaign


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, its the turn of the Most Effective Integrated Campaign category.

Bel UK, OMD UK, Mobile5 and Simbiotik – Babybel Football
This Babybel campaign tapped into the 2016 UEFA Euro Championships, without being an official sponsor of the event, by creating a mobile game where players flicked the round cheeses into a goal for a chance to win prizes, including packs of Mini Babybel. The game tied into a wider campaign running across TV, outdoor, in-store and limited edition packaging which decked each cheese out in the colours of a different European country, and helped to push an 18 per ent increase in rate of sale at Tesco.

Jaguar and Mindshare – Jaguar Feel Wimbledon
To mark its sponsorship of this years 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.

Knorr, Joule, PHD, Mindshare, Edelman and Mullen Lowe – Knorr Love At First Taste
Reaching the millennial audience isnt the easiest challenge for a food brand best known for its stock pots, but this campaign did just that with a viral video showing couples sharing food on a first date. The video itself racked up 112m views across channels, but it was also supported across social media, with Twitters conversational video card unit, Facebook ads targeted at known foodies and an accompanying flavour profiler web app.

Unilever, Mindshare UK and TMW Unlimited – Lynx CALM
As a brand targeted at young men, Lynx decided to team up with UK charity CALM (Campaign Against Living Miserably) to tackle the issue of male suicide. For its creative the campaign used real-time social listening to pick out comparatively trivial topics being discussed more than suicide, which was then delivered across mobile, social and high-impact out-of-home sites like Londons Piccadilly One. Finally, supporters were asked for permission to send out a synchronised thunderclap message on International Mens Day, helping to increase awareness of the issue.

Our 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.