There are 23 categories in the main Awards Program for 2021.

Main Awards

In this category, we are looking for the most effective use of proximity in a mobile campaign. It could be a campaign leveraging the user’s location to target them with a marketing message to drive them into a physical retail outlet, or a campaign using beacons to serve up relevant messaging to shoppers inside a store, or any other instance of proximity being used to engage intelligently with consumers on their phones.

In this category, the judges are looking for a campaign that uses mobile to drive a download, a sale or charitable donation, retail footfall, or further the engagement with the consumer. The campaign should demonstrate mobile’s ability to reach consumers at scale and push them down the purchase funnel.

In this category, we are looking for the most effective use of messaging in a marketing campaign, either for a one-off promotion, or as part of an ongoing communications programme.

This category recognises the most effective mobile advertising campaign, either in-app or on the open web. The judges will be looking for creativity, targeting and most of all, results that demonstrate effectiveness.

In this category, we are looking for the most effective use of mobile to launch a new product or service, whether used in isolation, or in conjunction with other channels.

In this category, the judges are looking for the mobile campaign or platform in the Retail sector. It could be an app, a mobile site, a mobile marketing campaign, or a technology platform that enables companies in the sector to deploy effective mobile marketing campaigns.

In this category, the judges are seeking to recognise the campaign which performed best in driving app downloads. In addition to download numbers, the judges will be looking at the amount spent on the campaign in order to assess how well it performed in terms of return on investment.

This category rewards the most effective use of Augmented Reality or Virtual Reality campaign. Judges will be looking for evidence of effectiveness in terms of metrics such as number of interactions; dwell time; and revenues generated by the campaign. They will also be looking beyond gimmickry at the most effective use of Augmented or Virtual Reality to achieve a business objective.

In this category, we are looking for the most effective use of mobile as part of an integrated campaign. It could be a campaign targeting people using a mobile device in front of the TV, or enabling people to use their mobile to interact with other media such as TV, print or outdoor.

This category recognises the most effective digital marketing campaign by a brand in response to the COVID-19 pandemic. 

This category recognises the most effective digital marketing campaign by an FMCG/CPG brand. 

This category recognises the most effective marketing campaign by a brand. on a paid social channel or channels. 

This category will reward the most effective campaign that uses an influencer or influencers to amplify the brand’s messaging. 

This category recognises the most effective use of paid or organic search by a brand. 

This category recognises the most effective marketing campaign by a brand on TikTok. 

This category recognises the most effective marketing campaign by a brand on YouTube. 

This category recognises the most effective marketing campaign by a brand on Instagram.

This category recognises the most effective marketing campaign by a brand on Snapchat. 

This category recognises the most effective marketing campaign by a brand on Facebook. 

This category recognises the most effective marketing campaign by a brand on Twitter.

Data has been the key word of recent years. Many companies are overflowing with data, but are sinking, rather than swimming, in it. In this category, the judges will be looking for campaigns that use data to deliver real, meaningful insights, which are then brought to bear on the campaign.

Fraud is one of the biggest issues plaguing the digital advertising world, costing advertisers hundreds of millions of pounds every year. This category will reward the most effective solution in stamping out fraud and helping to clean up the digital ad industry.

In this category, the key to success is innovation. We are looking for the campaign that uses mobile in the most innovative way possible to engage with consumers, perhaps by harnessing some of a device’s lesser-used native features, or using them in ways not thought-of before.

Our two Special Awards celebrate the best of the best.

SPECIAL Awards

Grand Prix Award

This is the best campaign from all the other regular category winners, as selected by the judges.

Chairman’s Award

This is Chair of the Judging Panel, David Murphy’s choice as his favourite campaign of the year.

PREVIOUS WINNER