Awards Preview – Most Effective Rich Media Campaign
- Friday, October 31st, 2014
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The 2014 Effective Mobile Marketing Awards Ceremony takes place on 27 November in London. Between now and then, we are throwing the spotlight on the finalists in each of the 26 categories.
Today, we take a closer look at the nominees for the Most Effective Rich Media Campaign.
Mindshare and Unilever – Hellmanns Makes It
In order to increase their association between their mayonnaise and sandwiches, Hellmann’s used highly engaging rich media mobile formats to target mums using smartphones and tablets. The creative highlighted a variety of key words related to key sandwich fillers, accompanied with a ‘join the debate’ call to action.
Mindshare and ITV – ITV Player Me Time
ITV worked with Celtra to create a bespoke social rich media ad unit which appeared in Facebook users newsfeeds on mobile. The key objective was to encourage discovery on ITV Player by matching shows to the users mood. The campaign reached over 19m people and helped boost ITV’s Facebook fan base.
Amobee – eBay Build Your World
eBay selected Amobee to deliver an immersive rich media mobile ad campaign targeting social-mobile users in Russia with an interest in lifestyle, fashion or sports. The campaign invited mobile users to play a shopping-themed game within the Facebook mobile app in order to win a 10 per cent discount coupon.
Amobee – InfinitiJX 3D
Mindshare and Amobee were tasked with promoting the launch of the Infiniti JX. The ad campaign targeted key audiences throughout the Middle East and North Africa with creative featuring a 3D model of the car which could be explored in real time.
Manning Gottlieb OMD & Mobile5 – Renault ZOE Locate and Personalise
Understanding the niche market for the ZOE electric car, this campaign targeted four key cities in the UK that indexed highly for electronic vehicle buyers – Bristol, Cardiff, Newcastle & Glasgow – alongside local dealership events. Consumers were shown a rich media ad unit specific to their area, showing the lower cost of travelling to local landmarks in the ZOE.
OMD UK, Mobile5, YOC and Coty UK – Rimmel London Rita Ora Colour Rush Collection
To promote the launch of Rimmel London’s Rita Ora collection, OMDs created an immersive mobile rich media experience, displayed across premium sites and apps, where users could pick a shade of nail polish or lipstick and see how it looked on a picture of Rita Ora.
Millennial Media & Havas Media – Malibu Best Summer Ever
Malibu parent company Pernod Ricard worked with Havas Media to deliver a brand-focused mobile video experience, which was the first to leverage two ad units from Millennial Media – Video Ticker and Video Toggle. This campaign was tied into National Pina Colada Day on 10 July and competitions for Ibiza Rocks, and retargeted users who had viewed the videos with standard banners.
Millennial Media – North Face Never Stop Exploring
In advance of the crucial winter holiday season, The North Face turned to Millennial Media to help deploy its first ever mobile campaign as part of its Never Stop Exploring campaign. Targeting 18-34 year old males in Germany and Italy, the campaign used compelling video content with Millennial Media’s Video Plus ad unit.
LoopMe and Mediacom – Sky Christmas
With a firm focus on reaching families, LoopMe worked with certified partner Celtra to roll out expanded full-screen creative at massive scale. This targeting was achieved through the selection of family-friendly publications; by running in the early evenings and at weekends; and only running on wi-fi connections to ensure a domestic setting.
Blis Media and Starcom Mediavest – Spotify Story Telling
Blis Media was asked by Spotify to deliver 90 second TV ads to relevant audiences, to drive downloads of specially-themed Spotify playlists. In order to reach the target audience of millennials, Blis used its location retargeting technology, Path, to collect behavioural data a period of time, and then use it to serve the ads later on.
You can see the full list of finalists in all categories here.