Effective Mobile Marketing Awards 2020 Edition – Rules of Entry
All entries must be submitted by the Awards deadline, which is midnight (UK time) on Friday, 24 July, 2020.
Any campaigns/platforms/solutions which ran or were developed in calendar year 2019 or calendar year 2020 are eligible for entry in the Awards. We welcome entries from across the world. Entries must be submitted via the Awards Portal at: Awards Portal.
Campaigns/projects may be entered into multiple categories.
The judges reserve the right to move an entry from one category to another if they believe it has been submitted to the wrong category and there is another, more appropriate category for it. The judges reserve the right to withdraw a category if insufficient entries are received. Any queries should be addressed to the Awards team at: email@example.com
Cost of Entry
The cost to enter an award is £180 plus VAT per submission, per category. So to enter a campaign in one category costs £180 (£216 including VAT). To enter it into two categories costs £360 (£432 inc. VAT). There is a £30 discount per entry, per category entered, before the Early Bird deadline of midnight UK time, Friday 10 July, 2020.
Entries must be paid for before judging commences in order to be considered for the Awards. To pay for your entries, select the entries you wish to pay for in the ‘Completed and Not Paid’ section, then click on the ‘Pay for Selected Entries’ button. Next, click on ‘Generate an Invoice’ to generate an invoice that can be paid by bank transfer (BACS) or credit card. The system will then generate an invoice for your entries. This should be settled immediately. If you already have Masterclassing set up as a supplier, please settle the invoice in the usual manner. If we are not set up as a supplier, either use the details on the invoice to pay by BACS, or click on Pay by Card to pay by credit card. If you have any queries regarding payment, please email firstname.lastname@example.org
The Effective Mobile Marketing Awards are scored on four criteria, as outlined below: Strategy – 20% Judges will be looking for evidence of a sound business strategy behind the development and launch of the campaign, platform, app or other marketing solution under scrutiny. What were the business goals the brand set out to achieve and how did the solution entered aim to meet them? Innovation – 20% For the Innovation element of the judging, the judges will quite simply be looking for evidence or originality and innovation, taking a different approach to solve an old problem.
Execution – 20% For this part of the judging, the judges will be looking at how well the campaign or other solution was delivered. It’s important to flag up any challenges that were encountered, whether in terms of developing the solution or targeting a particular audience segment, for example, and how these were overcome. You should also outline clear goals and relate outcomes to those goals. Results – 40% Here, the judges are looking for evidence of success. Wherever possible, you should supply real numbers rather than percentages. If the numbers are confidential, please make this clear on the Entry Form. The more evidence of effectiveness you can supply, the better your chances of success. The judges’ decisions are final and no correspondence will be entered into.
Any information contained in your Awards entry which is not for publication should be clearly marked ‘Not for publication’. By submitting an entry, you confirm that you agree with the Rules of Entry.
Please read on for a full summary of each category…
Most Effective Anti-fraud Solution
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.
Most Effective Location Campaign
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.
Most Effective Use of Data
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.
Most Innovative Campaign
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.
Most Effective Integrated Campaign
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.
Most Effective Messaging Campaign
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.
Most Effective Social or Influencer Campaign
This category will reward the most effective campaign that uses social media as part of its execution, either via a straight social advertising campaign, or by tapping into social media in other ways to give the campaign a viral kick and tap into the power of social networks.
Most Effective Augmented Reality/Virtual Reality Campaign
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.
Most Effective App Install Campaign
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.
Most Effective Retail or FMCG Campaign
In this category, the judges are looking for the mobile campaign or platform in the Retail/FMCG 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.
Most Effective Launch Campaign 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.
Most Effective Performance Marketing Campaign
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.
Most Effective Advertising Campaign
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.
Most Effective Brand Campaign
In its short history, mobile advertising has largely been seen as a direct response medium, but brands are increasingly exploring how it can be used in their businesses. Here, the judges are looking for the most effective mobile advertising campaign designed to improve brand metrics.
Most Effective Mobile Money Solution
In this category, the judges will be looking for the most effective mobile money solution, whether that’s a payment platform, a peer-to-peer money platform or a mobile-first bank.
There are two additional awards which are not open for entry:
This award goes to the entry deemed by the Chair of the Judges’, David Murphy, to have been the best entry overall.
Grand Prix Award
This award will go to the best of the winning entries from all other categories, as decided by the judges.