Awards Preview – Most Effective Use of Video

Awards crowd shotThe 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 Use of Video category.

Nissan and Manning Gottlieb OMD – QQ Digital Cover Wraps
Nissan wanted to shift brand perceptions to make its Qashqai vehicle cool, particularly with tech-savvy men. It partnered with T3 and TotalFilm to create HTML5 cover wraps for the mags iPad Newsstand editions displaying video creative. Impressively, average dwell time on the cover wrap was actually longer than the video itself.

Manning Gottlieb OMD and Starbucks – Frappuccino & YouTube Partnership
Starbucks co-created video content with influential YouTube stars to position Frappuccino as the drink of summer among millennials, integrating the drink into their content as organically as possible. The four videos created have together generated over 550,000 views to date, with mobile accounting for 93 per cent of views in one case.

Deutsche Post – SIMSme
SIMSme is a secure instant messenger app from the German courier company, which enables users to communicate via text, image or video messages, and to send location or contact data. The app promises complete end-to-end security encryption for all messages, free of charge.

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.

Tapjoy and Omnicom – Experian Credit Expert
Experian had been successfully using Tapjoy’s performance based in-app advertising platform to drive sign-ups for the Credit Expert product for some time. When activity started to plateau, it ran a TV ad on Tapjoy Video Plus alongside the CPA campaign to showcase the benefits of signing up for an account, thus actively showcasing why users should sign up for the service, boosting the average daily volume of conversions to the free trial by 84 per cent in a week.

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.

To book your place at the Effective Mobile Marketing Awards Ceremony, click here. To get involved with the Awards as a Partner, contact