Awards Preview – Most Effective Mobile Site

Theres just one week to go to the 2011 Effective Mobile Marketing Awards Ceremony, headline-sponsored by Upstream. Today, we continue our preview of the finalists in each category with a look at the entries shortlisted for the Most Effective Mobile Site.

The Awards Ceremony takes place in London on 3 November. If you havent yet booked your place at the event, theres still time – but tickets are selling fast. In fact, there are just 20 seats remaining. Right now though, lets take a look at the companies and campaigns vying for the honours in the Mobile Site category, in alphabetical order.


bemoko/Macmillan Cancer Support – Macmillan Mobile Site
Macmillan Cancer Support wanted to respond to the growing shift towards content being accessed on mobile devices, but needed to keep its content accessible to as wide a mobile demographic as possible. Working with mobile agency bemoko, the charity developed a mobile web presence that offers vital resources and information for cancer patients, their families, friends, and professional carers and medical staff.
bemoko’s solution was to design a mobile site that works seamlessly with Macmillan’s main website. This means that the mobile site is supported and updated, with as little impact on the charity’s editorial processes as possible.

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.

The Guardian – The Guardian Mobile Site
The Guardian’s mobile site is the best way to access the newspaper from a mobile device. The free, ad-supported site carries all the content from the newspaper’s website. The mobile site was relaunched in November 2010, and offers live football scores, favourites, top stories, and new navigation features, as well as index pages for galleries and blogs.

The Guardian sees mobile as both a standalone medium (the site has its own dedicated editor) and part of its wider digital solution for advertisers. By segmenting users based on content, devices, day-part, operating systems ,and location, the newspaper has attracted a wide range of advertiser brands, including Saab, American Airlines, Net a Porter, Tiffany, and Lloyds.

Incentivated/Centaur – Marketing Week Live!
This year’s Marketing Week Live, the marketing industry event run by Marketing Week, had its own mobile-optimised site. The site, which was created by Incentivated, included a registration page, conference schedule and exhibitor details, as well as directions to the show, and social media integration.

Centaur, Marketing Week’s publisher, wanted a showcase site that would show how mobile websites ought to work, and that would work on any handset. Incentivated also provided SMS notifications for registrations prior to the event, and ran a post-event feedback survey. The mobile site also handles registration quickly and easily, and offers a useful on-site guide to the show, which was held at London’s Olympia.

New Look/MIG – New Look’s Mobile Commerce Site
New Look’s first fully transactional mobile website offers the fashion brand’s customers a full shopping experience from their mobile device. Designed and built by Mobile Interactive Group (MIG), the site integrates New Look’s back-end web systems and utilises Javascript, CSS3 and HTML5.

The site includes ‘One Click’ checkout for registered users, and the ability to browse multiple products in one, two, or three columns. The site also allows users to use both the mobile site and the desktop site with a single shopping basket.

The site has exceeded targets – since it launched, New Look has reported a 24 per cent increase in mobile visits, and a 33 per cent increase in page views. Between the launch of the site in April, and the end of July, there has also been a 60 per cent increase in orders, and a 45 per cent increase in revenues.

Somo/Audi – Audi Mobile Site
Looking to exploit the increasing penetration of iOS and Android smartphones, Audi’s mobile-optimised site, created by Somo, takes advantage of touchscreen interfaces to offer 360-degree views of its cars, and also has a wealth of information on new and used Audi cars.

Users can request brochures and test drives via the site, and locate their nearest dealer. They can also search the Audi range of cars and view finance deals and offers. In the ‘Owners’ area’, visitors can view information on servicing and maintenance, as well as deals on insurance, warranties, and roadside assistance.

There are just 20 seats left at this years Awards Ceremony. To book your place,  please email or telephone +44 (0) 77696 74824. Tables of 10 cost £2,050, while individual seats are priced at £225, both including a 3-course meal and unlimited drinks.

And dont forget theres a native iOS app, a hybrid Android app, and a web app for other platforms, for the event. More details on that here.