TFM Award for Incentivated

Congratulations to mobile agency Incentivated, which took the award for best Mobile Marketing Campaign of the Year at the Technology for Marketing (TFM) show held recently.
Incentivated took the award for its work with Macmillan Cancer Support, enabling members of the public, for the first time, to make one-off donations by text, and immediately afterwards, to complete a Gift Aid declaration through a dedicated WAP site. By texting one of four keywords: SUPPORT, NURSE, HELP or MACMILLAN, to the premium rate shortcode 85222, 3 is either immediately deducted from the donors credit for pay as you go customers, or appears on their next bill, for contract customers.
The judges said the mobie category had been one of the most difficult to judge.
This category threw up a few interesting hurdles for the judges, as the style of work entered varied massively from entry to entry, each one having their own case for being the winner said Ant Cauchi, head of digital agency Outside Line, and one of the award judges. Ultimately though, the judges believed that the Macmillan Cancer Support campaign was deserving of the prize, not because it was the most creative, but because it delivered real world value using mobile marketing. 
More information on the awards here.