2018 Winners

2018 Winners

Congratulations to all this years winners! You can read more about the winner from each category by clicking on any of the links below.

Winner

mytaxi and YodelMobile – App Growth Campaign

Winner

Sliide – Headlines, News and Rewards: Offering More From Mobile

Other Shortlisted Entries

MTN and PlusNarrative / NETGEAR and Swrve / Pilot Flying J and Publicis Sapient

Winner

Ryanair and Swrve – Localizing Real-time Relevance to Increase Customer Loyalty

Other Shortlisted Entries

BP and Uberall / Kier Living, Fonemedia and Tank Top Media / No Kid Hungry and Groundtruth / Royal Caribbean, Blis and Mindshare UK / Starbucks, Factual, Mindshare, and Xaxis / Volvo, Mobsta and Mindshare

Winner

The Home Office, Manning Gottlieb OMD and Venatus Media – #KnifeFree

Other Shortlisted Entries

Max Bupa and Zapr Media Labs / Tata Motors, Zapr Media Labs and Havas Media

Winner

Volvo, Mobsta and Mindshare – Volvo XC60 Rebuilding Momentum Campaign

Other Shortlisted Entries

Parkmobile and MobPro / Renault and OMD / Tata Motors, Zapr Media Labs and Havas Media

Winner

SailGP and Apadmi – The SailGP App

Other Shortlisted Entries

BookMyShow and CleverTap / CBBC, Havas Media and Venatus Media / Rakuten Viber / Sprint / The Alchemist Group, William Grant and Sons and xDesign

Winner

KodakMoments – PixPax

Other Shortlisted Entries

Pilot Flying J and Publicis Sapient / Samsung and HelloWorld

Winner

7-Eleven and Zappar – Always-on AR

Other Shortlisted Entries

McDonald’s and Creata / The Alchemist Group, William Grant and Sons and xDesign

Winner

ODEON Cinemas and Yellow Velo – Roll the Film, Let the Data-led Magic Begin

Other Shortlisted Entries

Parkmobile and MobPro / Radiant and Moburst / Spring and AGCS / Twinings, LoopMe and the7stars / Uken Games and Swrve / Volvo, Mobsta and Mindshare

Winner

Countable and Leanplum – Civic Engagement Campaign

Other Shortlisted Entries

Sprint

Winner

Babylon Health and The ASO Co – Organic Search App Install Campaign

Other Shortlisted Entries

UKTV Play and Yodel Mobile / Universal Pictures and AGCS

Winner

BBC Good Food and Hi Mum! Said Dad – BBC Good Food Alexa Skill

Other Shortlisted Entries

Audible and Hi Mum! Said Dad / WaterAid and Hi Mum! Said Dad

Winner

CBBC, Havas Media and Venatus Media – CBBC Buzz App

Other Shortlisted Entries

BookMyShow and CleverTap / Rakuten Viber / TuneMoji and Viber / UKTV Play and Yodel Mobile / Universal Pictures and AGCS

Winner

Scalarr – Scalarr

Other Shortlisted Entries

Captiv8 / FraudScore / Impact / Integral Ad Science / Machine Advertising / Smaato / TrafficGuard

Winner

Twinings, LoopMe and the7stars: Twinings Superblends UK Campaign

Other Shortlisted Entries

Chico’s and Vibes / Costcutter, Boutique and Hawk by TabMo / Pernod Ricard, Havas and Hawk by TabMo

Winner

Playtika and Aarki – World Series of Poker User Onboarding campaign

Other Shortlisted Entries

Activision Blizzard and AdColony / CBBC, Havas Media and Venatus Media

Winner

Max Bupa and Zapr Media Labs – GoActive Campaign

Other Shortlisted Entries

JBL and Dept Agency / McDonald’s and Creata / Tata Motors, Zapr Media Labs and Havas Media / Volvo, Mobsta and Mindshare

Winner

mytaxi and YodelMobile – App Growth Campaign

Other Shortlisted Entries

Fusebox Games and Bidalgo / Radiant and Moburst

Winner

Google Assistant and Epsilon – Global CRM Program

Other Shortlisted Entries

The Bar Method and ZipWhi

Winner

Sprint – Sprint Complete

Other Shortlisted Entries

Ford Trucks International, Ingage and AdColony / Radiant and Moburst

Winner

mytaxi and YodelMobile – App Growth Campaign

Other Shortlisted Entries

First Group plc and Future Platforms

Winner

Radiant and Moburst – SAY App Launch Campaign

Other Shortlisted Entries

Parkmobile and MobPro / Starbucks and HelloWorld

Winner

The Home Office, Manning Gottlieb OMD and Venatus Media – #KnifeFree

Other Shortlisted Entries

Frost, McGarrah Jessee and Pixability

Winner

BECCA and Yodel Mobile – App Growth Campaignx§

Other Shortlisted Entries

KidzAlive and Plus|Narrative / The American Lung Association, AdCouncil and Ogury / The Movember Foundation and Swrve

Best of the Decade Awards

Mobile Marketing Campaign of the Decade

mytaxi and YodelMobile – App Growth Campaign

MyTaxi wished to focus on the user funnel from impression to rebooking as it continued to expand its reach across cities in the UK. Its objectives were to utilise effective channels for acquisition, populate the app with high-intent users, encourage first time user booking, and increase retention and average re-booking per user.

Yodel incorporated these objectives into three stages of its strategy, starting with increasing impression to install, then increasing install to first time user, and finally increasing first time user re-booking.

The app marketing consultancy used a combination of app store optimisation, push and in-app messaging, and highly targeted and retargeting campaigns.
The results of the campaign were shown to the judges in confidence and were more than sufficient to take the Award.

Judges’ View: “Just brilliant. If you’re launching an app, take this campaign and do it like this.”

Mobile Marketing Brand of the Decade

Domino’s

In the past decade or so, Domino’s hasn’t shied away from innovation. It’s launched digital billboards displaying real-time comments from customers, set up self-driving robot delivery services, and used drones to deliver pizza, among other things.
Before all this, however, its biggest developments came, arguably, when it rolled out its online and mobile ordering sites in 2007 and introduced its pizza tracker in 2008. These developments put the foundations in place for the world’s seventh-largest fast food restaurant chain to move from being a phone-based delivery business to an mCommerce market leader.

The company’s UK transition was helped by the alignment of its experience across all platforms and the development of a driver app and dashboard by its development partner, Future Platforms. Future Platforms’ work alongside Domino’s was also nominated for the Most Effective Mobile Marketing Campaign of the Decade Award.

Mobile Marketing Agency of the Decade

M&C Saatchi Performance

M&C Saatchi Mobile was founded by James Hilton as Inside Mobile in 2006. He sold the business to M&C Saatchi in 2010 and has since grown it to employ hundreds of people across the UK, Asia, and the Americas. It quickly took up its position at the forefront of the rise of mobile, being shortlisted for and winning multiple awards down the years for its work. Last year, it rebranded as M&C Saatchi Performance – a move designed to reflect shifting demand in the age of hyperconnectivity. Since then, Hilton has stepped away from his role as CEO – moving into the role of chairman and appointing Christian Gladwell to take his place.

Nonetheless, the agency’s name change hasn’t seen it slow down and it currently boasts clients including Amazon, Audible, The Pokémon Company International, Bethesda Game Studios, EDF Energy, ZipCar, and many more.

Mobile Marketing Disruptor of the Decade

Airbnb

The home rental marketplace was founded in 2008 and has since transformed the hospitality sector, despite other similar platforms including FlipKey and HomeAway existing before it, really showing just why the platform is rightfully considered a disruptor. And, in turn, it has paved the way for companies like Oyo Rooms, which it just so happens to own a stake in.
Airbnb’s growth has happened alongside disruption right across the majority of sectors from other companies such as Uber, Spotify, Monzo, and DoorDash. Its presence has seen the number of hotel nights being booked fall and resulted in falling revenues across the industry as well.

Earlier this year, Airbnb officially passed the 500m guest arrivals mark across the 191 countries and 81,000 cities it operates in around the world. 2019 also saw it expand with the acquisitions of HotelTonight – as it looked to add more boutique hotels to its platform – and Danish workspace marketplace Gaest.com.

Those two acquisitions came a little over a year after another pair of purchases in the shape of accessibility firm Accomable and ad testing and optimisation platform AdBasis.