UK mobile ad agency Yodel Digital has picked up a Mobile Merit Award for ‘Best Brand Agency’ in the Mobile Marketing category of the awards, for its work on a mobile campaign for recruitment firm Jobsite.
The winning campaign ran throughout January and February 2010 in support of Jobsite’s nationwide TV advertising. Featuring 15-second edits of the TV creatives, the ads appeared prior to requested news and sports reports on key mobile sites such as Sky and ITN, and on the news services of the biggest phone operators, including Orange and 3. It is one of the largest UK mobile video campaigns to date with the Jobsite ads being shown more than 2 million times by the end of the two-month run. It is also the first video mobile campaign in the UK to be shown across multiple carriers, apps and publishers at the same time.
The campaign contributed towards a 427 per cent increase in traffic to the Jobsite mobile site. It also performed well against other advertising media such as TV and print, with 40 per cent of those who saw the Jobsite advert seeing it on their mobile.
“This campaign was a first for us in using TV creative adapted specifically for mobile as part of wider advertising activity,” says Yodel Digital chairman, Mick Rigby. “It’s set a benchmark for how this can be done effectively, and brands, both in the recruitment space and other sectors, are now looking to follow the Jobsite approach. Such is its trailblazing nature that it’s provided key learnings on mobile’s impact on brand awareness, usage considerations and integration into above the line advertising. We’ve been asked to speak at conferences about this campaign and to provide details for reports and presentations in this field, with the IAB wishing to use it as a key mobile case study for 2010.”
The full list of winners in each category is as follows:
Mobile Marketing
Brand Agency – Yodel Digital
Campaign – Pontomobi
Mobile Marketing Innovation – Neustar
Mobile Technologies
4G Service Creation & Development – Sprint-Nextel
Billing & Customer Care – DeviceAnywhere
Infrastructure – SpiderCloud Wireless
Service Delivery Platform – Alcatel-Lucent 
Mobile Services
Enterprise Product or Service – CellTrust
Mobile Entertainment Technologies – FonYou
Mobile Payments & Commerce – Sybase 365
Mobile Health
mHealth – WellDoc
Mobile Media Entertainment
Mobile Entertainment Technology – GoTV Networks
Mobile Video – Fun Little Movies
Gadgets/Handsets/Devices
Mobile Connected Device, Non-gadget – Novatel Wireless
Mobile Handset or Device – Research in Motion
Other – Santom
Mobile Apps
Android – GoTV Networks
Blackberry – Onecast
iPhone – Gravity Mobile
Overall Consumer App – Telenav
Overall Enabler App – Charge Anywhere
Overall Enterprise App – Whoop Mobile
