Awards Preview – Most Effective Sales Promotion Campaign

Effective_Mobile_Marketing_Awards (120)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 in the Most Effective Sales Promotion Campaign category.

Mindshare and Unilever – Flora
Mindshare partnered with Weve to drive sign-ups of Floras Cholesterol Lowering Starter Kit via MMS, in turn promoting re-engagement with the Flora brand. From 3.1m messages sent out, Flora saw almost 40,000 sign ups.

Mindshare and Unilever – Walls Ice-cream: Thermal Activated Media
For the first time ever, Walls spent 100 per cent of its digital budget on mobile media to push ice-cream sales. The campaign leveraged real-time temperature and sunlight data to encourage customers to pick up a Walls ice cream on hots days, when they were close to a point of sale.

Open Fundraising – World Vision Child Sponsorship
This campaign was made up of two stages: first, members of the public registered their interest in donating by texting a shortcode shown on outdoor posters, with the text Boy or Girl. This triggered an MMS reply, introducing the relevant child with a photo, their name and some personal information.

IKEA, IMI Mobile and LIDA – IKEA Family
IKEA decided to evaluate the effectiveness of SMS by deploying a campaign to the 250,000 customers in Dublin who were signed up to the retailers Family loyalty program. These members were contacted via SMS and email with a message promoting the stores new garden range. From its origins as a trial for the channel, the campaign drove substantial footfall, engagement and incremental revenue for IKEA.

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 – Celebrity Cruises #SmartSnaps
The #SmartSnaps competition sought out the best travel photo taken on a smartphone. The campaign was seen by over 10m people, and helped change perceptions and boost sales without any dedicated spend – all costs were covered by Celebrity Cruises yearly SEO budget.

OMD UK and McDonald’s UK – McFlurry Music Mix-Up
To drive summer sales of the McFlurry seasonal editions, McDonalds and OMD created exclusive video content featuring pop stars who appealed to the young adult target demographic. This could be accessed via a QR code on the side of the McFlurry packaging, marking the first time McDonald’s had linked a media campaign to in-restaurant purchases in the UK. 

Eagle Eye and Marks & Spencer – M&S My Offers
For the My Offers project, Eagle Eye worked in partnership with M&S’s app developer to create an offers section within the existing Your M&S app. Once a consumer selects an offer, the platform then generates a unique code using the API technology built into the tool, which can be redeemed at point of sale, attracting customers to stores and giving M&S deeper insight into its customers.

i-movo and Walker’s – Gary’s Great Ingredient Hunt
This campaign saw 160m bags of Walkers crisps being printed with a code, concealed on the inside of the pack. This could be entered into a website as part of an online game in order to win a guaranteed prize. i-movo then delivered digital vouchers directly to the consumer’s mobile phone, which could be redeemed at any retailer with a PayPoint, Payzone or epay system.

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