Awards Preview - Most Effective Mobile Advertising Campaign

David Murphy

With just seven business days between now and the 2011 Effective Mobile Marketing Awards Ceremony, headline-sponsored by Upstream, we continue our preview of the finalists in each category with a look at the entries shortlisted for the Most Effective Mobile Advertising Campaign.

The Awards Ceremony takes place in London on 3 November. If you haven't yet booked your place at the event, there's still time - but tickets are selling fast. Right now though, let's take a look at the companies and campaigns vying for the honours in the Ad Campaign category, in alphabetical order.


Fetch Media/Sony Columbia Music - Calvin Harris & Kelis, Bounce: Single Launch
Mobile was the only channel used to promote this big release from Sony Music, so the campaign was under pressure to perform. The campaign aimed to drive engagement and purchase of Calvin Harris’s new single, a collaboration with Kelis, called Bounce. Engagement drives radio play, and Sony wanted to establish the track as a big hit for summer 2011.

Fetch carried out creative design and HTML5 work, as well as the media buying for the campaign, which targeted Shazam and Ministry of Sound users, as well as HTML5 creative on MTV. The MTV units enabled viewers to watch the video and buy the single. The campaign received 8m impressions within 10 days, and a 30 per cent clickthrough to either watch the video or go to iTunes.

Found/Autoglass - Smashing the Glass Repair Market on Mobile
Following successful campaigns for Premier Inn and Flybe, Found turned its hand to windscreens with a mobile strategy designed to provide Autoglass with an optimised presence across mobile search, and incorporate click-to-call functionality to capture motorists who need immediate roadside assistance.

The project combined simple, conversion-focused mobile web landing pages with a highly targeted mobile PPC campaign, including dynamic insertion of different click-to-call phone numbers, according to the referring search terms, and geo-targeting of ads for location-based searches.

The project represented an ideal marriage of consumer need and new technology, with the popularity of the concept proven with excellent click-to-call conversion rates, right from launch.

NAVTEQ Media Solutions/Peugeot - Peugeot Hyper-local Advertising Campaign
NAVTEQ’s campaign for Peugeot represents the first time a major automotive brand has leveraged Navteq’s LocationPoint platform to connect with potential customers. The ads invited users of navigation apps to detour to a nearby Peugeot dealer to test drive the new Peugeot RCZ – attempting to entice drivers with a special lease deal of €299 per month. The campaign targeted users as they approach one of 428 Peugeot dealers across France. The ads ran on different mapping publishers such as Ovi Maps, Appello or nDrive.

Location-aware banner ads were placed on the apps, and the ads linked to a landing page with more details about the offer, as well as details of the nearest dealer. The campaign delivered a 1.25 per cent clickthrough rate. Of those who clicked through, 29 per cent asked for driving directions to the nearest Peugeot dealer.

Nokia/Pring – Nokia Eidi on Pring
Pakistan’s Pring social network has over 2m users across the nation, and Nokia wanted to establish a long-term connection with customers to strengthen brand loyalty, and promote exclusive Ovi store apps launched for the holy month of Ramadan.

The campaign ran in two phases - the first involved Resource Edge who collaborated with Pring’s creative social media team to create a brand page on Pring for Nokia, and Pring ran an appended ad message campaign. This was targeted to 100,000 users to highlight the 10 featured apps in the Ovi Store.

The second phase saw the launch of the Nokia Eidi Phone campaign. Customers downloading apps from Ovi store advertised in phase 1 were given a chance to participate in viral campaign to win a Nokia phone each day. Over the course of the campaign, around 2m people received messages through friends over SMS and social media sites, and more than 500,000 took part in the raffle campaign to win a Nokia phone. 

Vogue Turkey/Rabara – Vogue Turkey’s 1st Year Anniversary Campaign
In its Vogue Turkey 1st Year Anniversary campaign, Vogue aimed to use mobile channels in order to pinpoint the premium female target. Various mobile platforms were used to pull consumers into the celebration of its first year. Mobile was used to support traditional communication efforts through print ads with QR codes embedded, and was also used to attract consumer attention through mobile ads and competitions.

Through the concept of “a daring year”, the campaign aimed to engage its premium-level consumers through rich media mobile ads, iPhone and iPad apps, and targeted MMS messages in high-profile shopping areas.

Warner Bros/Millennial Media/Odyssey Mobile Interaction - Green Lantern
Warner Bros used this mobile campaign from Millennial Media to promote blockbuster action movie, Green Lantern. The aim was to generate buzz and drive ticket sales to see the movie at the cinema. Warner Bros and Odyssey Mobile worked with Millennial Media to develop an engaging rich media campaign, featuring an ad format that was completely new to the market.

Playing on the idea of challenging viewers to see if they have what it takes to be a superhero, the ads used bright, branded colours to attract a click, and then rewarded consumers with a video. The preview video was easily shared on social networks, allowing for additional word-of-mouth marketing. The campaign ran in the UK, France, Germany, Italy, and Spain.

To book your place at the Awards Ceremony, please email or telephone +44 (0) 77696 74824. The event is strictly limited to 250 people. Tables of 10 cost £2,050, while individual seats are priced at £225.

And don't forget there's a native iOS app, a hybrid Android app, and a web app for other platforms, for the event. More details on that here.