To celebrate the 10th Anniversary Edition of the Effective Mobile Marketing Awards, in addition to the 23 regular categories, we also have four special ‘Best of the Decade’ awards this year.

One, the Most Effective Mobile Marketing Campaign of the Decade, is being judged in the usual way. The other three, for the best Agency, Brand and Disruptor (person or company), are being chosen by a public vote.

Best of the Decade Awards

Most Effective Mobile Marketing Campaign of the Decade

  • Domino’s Pizza UK & ROI and Future Platforms – Domino’s Pizza UK & ROI Digital Strategy
  • Kwiff and Total Media – How Total Media Went Against the Grain to Help Minnow Kwiff Take on the Giants
  • mytaxi and Yodel Mobile – Mobile Growth Campaign

Mobile Marketing Agency
of the Decade

  • Future Platforms
  • M&C Saatchi Performance
  • Textlocal
  • Yodel Mobile

Mobile Marketing Brand of the Decade

  • American Express
  • Domino’s Pizza
  • Easyjet
  • JustEat
  • Lufthansa
  • Monzo

Disruptor of the Decade

  • AirBnB
  • Airship
  • Charles Manning, CEO of Kochava
  • 3 Sided Cube
  • Spotify
  • Uber

There are 17 categories in the Awards Program.
Scroll down to see the shortlist in each category.

2021 Awards Shortlist

Most Effective Advertising Campaign

  • Moose Toys and AdColony – Moose Toys and AdColony Spin the Wheel of Success for Collins Key
  • OmniGOV, The Cabinet Office and Mobsta – UK Government: Funding for Local Tourism
  • Public Health England, OmniGOV@MG OMD and Venatus – Public Health England: Better Health – Every Mind Matters
  • Shopkick and Moburst – Moburst/Shopkick TikTok Triumph
  • The Biden/Harris 2020 Presidential Campaign, Bully Pulpit Interactive, & Tapjoy – Ridin’ With Biden Video and Interactive End Card
  • Volkswagen and S4M – Converting 44% of Impressions to Volkswagen Dealership Visits

Most Effective Location Campaign

  • Kraft Heinzand Blis – Karvan Cevitam Signature Blends and Jumbo Campaign
  • OmniGOV, The Cabinet Office and Mobsta – UK Government: Funding for Local Tourism
  • Rent a Car and Uberall – Driving Online Consumers to a Location “Near Me”
  • Simpli.fi – National Grocery Store Chain Increases Store Visits with Simpli.fi’s Location-based Targeting
  • Vets4Pets and Blis – Brand Awareness Campaign

Most Effective Launch Campaign

  • Fertility Circle and Redbox Mobile – Fertility Circle Launch Campaign
  • Genesis and PadSquad – Genesis Young Luxury Campaign
  • Moose Toys and AdColony – Moose Toys and AdColony Spin the Wheel of Success for Collins Key
  • NHS and MG OMD – NHS COVID-19 Test & Trace App

Most Effective Messaging Campaign

  • Coca-Cola, Mobsta and Mediacom – Coca Cola Lightswitch
  • GambleAware, Goodstuff and Picnic – Tap Out, Take a Moment
  • Iterable – Brand Affinity
  • Orange and Airship – Retaining App Users and Cross-promoting Apps
  • Shopkick and Moburst – Moburst/Shopkick TikTok Triumph

Most Effective App Install Campaign

  • Hard Rock International & Yellowhead – Hard Rock International & yellowHEAD Hit the Right Chords with Snapchat Audiences
  • inDriver and Bidease – Programmatic User Acquisition for a Ride-hailing Service
  • PLT (PrettyLittleThing) and Redbox Mobile – Apple Search Ads Paid Advertising Using the Redbox Platform
  • Shopkick and Moburst – Moburst/Shopkick TikTok Triumph
  • Docks Bruxsel, Mobsta, Halo and BWP – Docks Bruxsel Footfall Attribution
  • GS Shop and Moloco – GS SHOP Achieves 4,000% ROAS Through Dynamic Creative Optimization with Moloco
  • Just Eat Takeaway.com and Liftoff – Just Eat Takeaway.com Acquires New Users and Re-engages Inactive Customers
  • Shopkick and Moburst – Moburst/Shopkick TikTok Triumph
  • Simplif.fi – Luxury Retail Brand Increases Online Sales and ROAS with Simpli.fi
  • The Royal Navy, MG OMD and Adludio – Navy Submariners

Most Effective Anti-fraud Solution

  • App Samurai – Interceptd: Real-time Fraud Prevention Tool
  • TrafficGuard – TrafficGuard: Clarity Beyond Measure

Most Effective Augmented Reality/Virtual Reality Campaign

  • BMB and Facebook UK – Connecting Kylie Minogue To Fans With Augmented Reality
  • NHSBT and MG OMD – Snapchat Lens for NHSBT Organs Campaign
  • The Transport Accident Commission Australia, Unbnd and Taboo – Left Unfinished
  • Torrens University Australia, Billy Blue College of Design, Unbnd and SomeOne – Start Your Adventure AR

Most Effective FMCG/CPG Campaign

  • Chicago Town, Mobsta, IRI and Wavemaker North – Chicago Town Leveraging Location Data
  • Jack Daniel’s, Spark Foundry and Hawk – Jack Daniel’s: Tennessee Whiskey Original and Tennessee Apple
  • Frito-Lay, OMD and Tapjoy – Frito-Lay Drives Holiday Brand Lift with 2.6m Gamified Engagements
  • GSK Narhinel Italy, Digitas UK – Narhinel Method Campaign
  • Russian Standard Vodka, The Village Communications and TabMo – Raise Your Standards in Vodka
  • McCormick, Spark Foundry and Hawk – Schwartz Herbs and Spices Campaign

Most Effective Influencer Campaign

  • Deutsche Telekom and Mindshare – What We Do Next
  • Disney and Titan Digital Media – Disney+ Launch Campaign
  • Ocean Spray and Captiv8 – Ocean Spray Craisins Dried Cranberries 2020 Holiday Campaign
  • Vichy and Billion Dollar Boy – Vichy Ambassador x E-retailer Partnership

Most Effective Paid Social Campaign

  • Deutsche Telekom and Mindshare – What We Do Next
  • Mobile Legends and Titan Digital Media – Mobile Legends 515 eParty
  • Shopkick and Moburst – Moburst/Shopkick TikTok Triumph
  • Vodafone Turkey – BJK Woman Team Sponsorship: #IExist Campaign

Most Effective Pandemic Campaign

  • HP and PadSquad – HP Colorizer: Print, Play and Learn
  • Kwalitaria and Fingerspitz – Delighting During COVID-19
  • OmniGOV, The Department for Business, Energy and Industrial Strategy and Mobsta – UK Government COVID-19 Business Support for BAME SMEs
  • Palmers and S4M – Driving Over 27,000 Visits for Palmer’s During the Pandemic
  • Public Health England, OmniGOV@MG OMD and Venatus – Public Health England: Better Health – Every Mind Matters
  • Textlocal – Streamlining the Delivery of COVID-19 Test Results with SMS

Most Effective Retail Campaign

  • Shopkick and Moburst – Moburst/Shopkick TikTok Triumph
  • Simpli.fi – National Grocery Store Chain Increases Store Visits with Simpli.fi’s Location-based Targeting

Most Effective Search Campaign

  • PLT (PrettyLittleThing) and Redbox Mobile – Apple Search Ads Paid Advertising Using the Redbox Platform
  • Vodafone Turkey – Competition Management Strategy for Search Engine Advertising During the Pandemic

Most Effective TikTok Campaign

  • Huawei and Connector by Granite – Huawei X Fleming
  • Shopkick and Moburst – Moburst/Shopkick TikTok Triumph
  • Torrens University Australia, Billy Blue College of Design, Unbnd and SomeOne – Start Your Adventure AR

Most Effective Use of Data

  • Empiricus and MoEngage – Insight-led Mobile Engagement
  • Gold Fish Casino Slots by Sciplay and Yellowhead – The Jade Monkey Campaign
  • Iterable – Brand Affinity
  • Manchester United and Airship – Growing Engagement with Personalised Manchester United Predictions
  • T-MT-Mobile Netherlands and Velti – Daedalus Clustering
  • Vodafone Turkey – Personalization with Vodafone Data Modeling

Most Innovative Campaign

  • My Online Therapy and Yodel Mobile – Transforming How We View Therapy: My Online Therapy
  • Disrupts the Health and Wellness Sector
  • The Biden/Harris 2020 Presidential Campaign, Bully Pulpit Interactive, & Tapjoy – Ridin’ With Biden

Most Effective Automotive Campaign or Solution

  • Parkmobile and MobPro – Anti-churn Campaign
  • Renault, OMD and Blis – Renault Kadjar SUV Campaign
  • Tata Motors, Zapr Media Labs and Havas Media – Ads Good As Football
  • Volvo, Mobsta, Mindshare and Finecast – Volvo XC60 Human Innovations Campaign

Most Effective In-app Advertising Campaign

  • Activision Blizzard and AdColony – World of Warcraft Battle for Azeroth Aurora HD Interactive Video
  • CBBC, Havas Media and Venatus Media – CBBC Buzz App
  • Playtika and Aarki – World Series of Poker User Onboarding campaign

Most Effective Charity Campaign or Solution

  • BECCA and Yodel Mobile – App Growth Campaign
  • KidzAlive and PlusNarrative –TalkTool App
  • The American Lung Association, AdCouncil and Ogury – Saved by the Scan Mobile Campaign
  • The Movember Foundation and Swrve – Elevating Reach and Relevance

Most Effective Cross-screen Campaign

  • Max Bupa and Zapr Media Labs – GoActive Campaign
  • The Home Office, OmniGov @ Manning Gottlieb OMD and Venatus Media – #KnifeFree
  • Tata Motors, Zapr Media Labs and Havas Media – Ads Good As Football

Most Effective Mobile-first Service

  • MTN and PlusNarrative – Y’ello Web
  • NETGEAR and Swrve – Real-time Relevance Campaign
  • Pilot Flying J and Publicis Sapient – Mobile App Redesign
  • Sliide – Headlines, News and Rewards: Offering More From Mobile

Most Effective App

  • KodakMoments – PixPax
  • Pilot Flying J and Publicis Sapient – Mobile App Redesign
  • Samsung and HelloWorld – Samsung Elite

Most Effective Travel & Tourism Campaign or Solution

  • First Group plc and Future Platforms – First Bus App
  • mytaxi and Yodel Mobile – App Growth Campaign

Most Effective Entertainment Campaign or Solution

  • BookMyShow and CleverTap – Avengers Endgame Campaign
  • CBBC, Havas Media and Venatus Media – CBBC Buzz App
  • Rakuten Viber – Viber World Cup 2018 Global Fans Challenge
  • TuneMoji and Viber – Music GIFs Creator
  • UKTV and Yodel Mobile – Organic Growth Campaign
  • Universal Pictures and AGCS – The GIF't Game Search Campaign

PREVIOUS WINNER