Effective Mobile Marketing Awards Winners 2014

MobileMarketing NEWS VIEWS ANALYSIS

DECEMBER 2014

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AWARDS SPECIAL

DECEMBER 2014

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Celebrating Excellence

EFFECTIVE MOBILE MARKETING AWARDS

Welcome to our annual celebration of the very best the mobile marketing industry has to offer. This is the fifth year we have run the Effective Mobile Marketing Awards, and every year, the quality of the work submitted just seems to get better and better.

Once again, the Awards attracted more than 200 entries from global brands and agencies, and once again, our judges were tasked with the almost impossible job of separating the outstanding from the merely excellent.

We introduced several new categories this year to take account of the ever-changing mobile marketing landscape. We also introduced the People’s Choice Awards, where we drew up a

shortlist of candidates and then put the final choice out to a public vote.

All told, the four People’s Choice awards attracted more than 2,000 votes. Turn to page 14 to see who won.

I’d like to take this opportunity to say a huge thank you to everyone who entered. Thanks also to our judging panel, who deliberated and debated in order to choose the winners. I always approach the judging process with a slight sense of dread, given the number of entries and the time needed

to give each one due deliberation.

Once you get down to it though, the judging process is hugely rewarding, as you see at first hand the fantastic work being done by brands looking to engage with consumers via mobile.

Congratulations to all our winners, and to the Highly Commended campaigns that came so close. And thanks to all our finalists for making the job of picking the winners so difficult.

David Murphy, chair of judges

The 2014 Effective Mobile Marketing Awards are sponsored by Digital Gurus, Celtra, Theorum, StrikeAd, Millenial Media and BlisMedia

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The Digital Creative Specialists Creating innovative solutions for digital media

Rich media and display ads are an essential component of online campaigns. Theorem produces eye-catching campaign creative across all platforms and utilising the latest technologies.

DECEMBER 2014

EFFECTIVE MOBILE MARKETING AWARDS

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MOST EFFECTIVE ADVERTISING NETWORK

Winner

Millennial Media This is always one of the most competitive categories in the Awards and this year was no exception.

A true mobile-first company, Millennial has developed its offering significantly in recent years, with data and intelligent, sophisticated targeting at the heart of things. The company has also strengthened its proposition over the past 12 months, with the acquisition of Jumptap and Nexage, and the launch of the Millennial Media Exchange in partnership

with AppNexus. It has also struck a number of partnerships with third-party data providers including BlueKai, Experian and MasterCard.

As of 30 June 2014, Millennial Media reached over 650m monthly unique users globally via more than 60,000 apps on the Millennial Media platform.

If you want to engage with mobile users at scale, Millennial Media has the reach, and the targeting, analytical and creative tools to make it happen.

Highly

Commended LoopMe

FINALISTS Airpush Air DSP Juice Mobile – Nectar Leadbolt Opera Software – Sponsored Web Pass Sonata Local Vdopia .VDO

LoopMe takes a Highly Commended accolade for the company’s innovative take on mobile advertising, and its success in delivering high-quality, full-screen ads at scale, delivering better cost per engagement and performance metrics than non-full-screen formats.

LoopMe uses HTML5 ad units to enable full-screen ads, including video con-

tent, to run on any platform across mobile web and inapp, without the need for an SDK. The judges were impressed also by the massive growth in LoopMe’s business over the past 12 months, both in terms of revenues and the company’s user base, figures which were shared with the judges in confidence.

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EFFECTIVE MOBILE MARKETING AWARDS

MOST EFFECTIVE ADVERTISING TECHNOLOGY PLATFORM

Winner

Drawbridge

Tracking consumers across the many devices they use to engage with brands is one of modern marketing’s biggest challenges, and one which Drawbridge has tasked itself with solving.

It does so using statistical methods that rely on anonymous data to identify the same user across their various connected devices by viewing user activity through ad requests, with an 85 per cent degree of confidence. Drawbridge then uses the data to enable brands to target consumers cross-device,

with impressive results.

They do so either through the Drawbridge Cross-Device Advertising Platform, where advertisers and agencies can set up and manage campaigns and specify target audiences, or through their existing relationships with Drawbridge partners who use the Drawbridge cross-device data map on their platforms.

The company’s ‘Connected Consumer Graph’ includes 1.1bn consumers across 2.6bn devices. Impressive technology, and a worthy winner.

Highly

Commended BlisMedia

FINALISTS ActionX – Mobile Pop-up Shop Adbrain Amobee Byyd Tech Celtra AdCreator Fiksu

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Localytics Simartis Bubble Somo Lithient xAd

www.mobilemarketingmagazine.com

Location is another hot topic in mobile and Blis Media does it better than most. Blis’s technology uses data derived from a device’s GPS or wi-fi connection to identify the user’s whereabouts. It then layers additional data such as online content consumed, first party demographic data,

and previous and habitual locations visited, to build a detailed portrait of the user.

The company’s ad serving platform then serves the consumer a relevant ad at the most appropriate time, in the most appropriate place, based on their location history, typically with impressive results.

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MOST EFFECTIVE MOBILE-FIRST SERVICE

Winner

Paym and The7Stars Paym enables UK mobile users to send and receive payments securely between current accounts of UK banks and building societies. The service enables any current account holder to log on to send money to another current account with just a mobile number.

The7Stars worked with The Payments Council to launch the Paym offering, driving awareness and signups with a multi-facet-

ed, multichannel campaign, which embraced geo-targeted mobile banner advertising; paid search activity; and social media, including Vine, Instagram and mobile video elements.

The launch activity drove 700,000 registrations in the first four weeks, and Paym reached the 1m registered users milestone within 100 days of launch, 40 per cent above target.

Impressive numbers.

FINALISTS Adbrain Deutsche Post – SIMSme Drawbridge Greggs and Eagle Eye – Greggs Rewards Localytics OpenMarket Mobile Engagement Platform Opera Software – Sponsored Web Pass Vdopia .VDO

Highly

Commended

Nimbletank - Soundjack Soundjack is an iOS and Android app enabling the user to choose and play music in one of the 10,000+ UK venues where the music is powered by Soundnet, the company behind the app. It’s the modern-day equivalent of a jukebox in your pocket.

You can choose tracks for free, including chart hits going back 50 years, but if there’s a song you really

want to hear, you can buy credits and use them to bump it to the front of the Soundjack queue.

The Soundnet rebrand and creation of Soundjack was so successful that within three months of its launch, its largest US competitor acquired Soundjack to establish the service across Europe to an additional 40,000 venues during 2015-2016.

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EFFECTIVE MOBILE MARKETING AWARDS

MOST EFFECTIVE APP OR SITE BUILDING PLATFORM

Winner

Future Platforms - Kirin Kirin is Future Platform’s cross-platform development framework designed and developed in-house.

One of its key strengths is the ability to deliver a native user interface with shared business and app logic.

Kirin builds the business and application logic just once, resulting in a significant reduction in the cost of development, support and maintenance when building cross-platform apps. In fact, the com-

pany says it has achieved maintenance time savings of up to 700 per cent and a reduction in build cost for cross-platform concepts of up to 33 per cent.

Future Platforms has used Kirin to build and manage a number of successful apps, including, among others, EE, Wembley Stadium, the Barclays Premier League, and Domino’s Pizza’s eCommerce apps, which generate more than £4.5m worth of orders every week.

MOST EFFECTIVE MOBILE OR RESPONSIVE SITE

FINALISTS 9xb – WYG Accenture – Accenture Folk – Finisterre Cold Water Surf Isbank

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FINALISTS Poq Studio Touchwonders – Highstreet

Winner

Ampersand – Harvey Nichols Making Luxury Mobile The Harvey Nichols site, designed in-house and built by Ampersand Commerce, is a great-looking mobile commerce platform. It features ‘accordion’ browsing, drilling down instantly from the top-level menu into sub-categories without the need (and time taken) to go online. It also offers real-time stock information and a dynamic account area, called MY HN, featuring shortlisting,

personalised content and preferences, accessible by customers, agents and instore Style Advisors.

The stats supplied to the judges in support of the entry are confidential, but suffice to say that since the new site went live in April, the uplift in key metrics, including mobile transactions, revenue from mobile traffic, and average order value on mobile devices, is extremely convincing.

BlisMedia puriďŹ es location data to power the most accurate, targeted digital ad campaigns on the market. Any device, any place, any time.

sales@blismedia.com . www.blismedia.com . +44 (0)203 451 9820

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DECEMBER 2014

MOST EFFECTIVE CONSUMER APP

Winner

Mothercare and NN4M – The Mothercare Android App Following on from the success of its iPhone app last year, Mothercare’s Android app is another incredibly fully-featured offering. It enables users to shop the entire Mothercare range, and in addition, throws in a smorgasbord of other useful stuff, including a baby namer; kick and contraction counters; a week-by-week pregnancy guide; lullabies and nursery

rhymes; and useful videos courtesy of Mothercare TV. The app was downloaded more than 70,000 times between September 2013 and August 2014, and paid for itself within weeks of going live via revenues from the app.

For its combination of mCommerce, advice and a great user interface, the Mothercare Android app is a worthy winner.

Highly

Commended

Future Workshops – The Open Championship

FINALISTS ASDA – ASDA Recipes Canal & River Trust – Readymade #WaterwayDays CHS and SUBWAY – SUBCARD Greggs and Eagle Eye – Greggs Rewards Hotels.com Isbank – IsCep Banking App OMD UK and Livity – NSPCC and ChildLine Zipit Plastic Mobile – Beyond The Rack Tesco and Engine Creative – Tesco Discover AR Platform

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This app was designed as a companion to this summer’s British Open golf tournament. It offered a timeline of events, interactive course guides, live video streams, scoreboards and video highlights from the event.

Future Workshops also worked with the event

organisers to install beacons around some of the greens, revealing additional content in the app only available to those using it on the course, close to the beacons. Over 3,200 people used the app on site, while another 300,000 users clocked up an average of 35 page views per user per day.

DECEMBER 2014

EFFECTIVE MOBILE MARKETING AWARDS

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MOST EFFECTIVE TABLET APP

Winner

Publicis-Blueprint – Vue Tablet app Vue’s digital magazine is everything a great tablet app should be: engaging, entertaining, feature-filled yet never less than intuitive to navigate. Content includes exclusive features, video trailers, interactive film listings and quizzes, plus additional video footage, such as red carpet access and interviews with movie stars. Users can also get new release alerts and book cinema tickets directly from the app.

Just as impressive as the content is the user interface. There are a variety of ways to move around the content, all of them logical and seamless.

Google Analytics stats for July reveal that users clocked up an average 10.5 screen views per session, while 8.6 per cent of users undertook a ticket-booking action direct from the app. So the app is not just engaging with its users, it’s prompting them to buy.

Highly

Commended

iRiS Software Systems and Kempinski Hotels – iRiS Guest Valet

FINALISTS Hotels.com Mothercare and NN4M – The Mothercare iPad App Somo and de Beers – For You Forever

iRiS Guest Valet is a groundbreaking idea – an app that sits on an iPad in the guest bedrooms at the Palais Hansen Kempinski 5-star hotel in Vienna, and acts as a concierge service for its well-heeled clientele.

The app links deeply into the hotel’s property management systems to enable users to book rooms,

taxis, order room service, and even control heating and lighting in the room.

At the same time, the iPad is used to target users with ads from luxury brands, driving footfall into local retail stockists.

This aspect of the service has generated a significant additional revenue stream for the hotel.

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EFFECTIVE MOBILE MARKETING AWARDS

DECEMBER 2014

MOST EFFECTIVE PROGRAMMATIC BUYING CAMPAIGN

Winner

Tesco, Qriously and Initiative – £1 Delivery vs. Click & Collect Qriously’s ad platform works by asking questions of mobile users via in-app banners to identify those most likely to be interested in a given proposition. In this case, Tesco’s free clickand-collect grocery service and home delivery starting from £1. The multiple choice questions identified over 36,000 consumers who found in-store grocery shopping a burden, then retargeted these ‘handraisers’ programmatically via

mobile banner ads.

The qualified consumers were exposed to over half a million impressions, with each consumer retargeted on average six times, with ads promoting either the free click-and-collect or £1 home delivery service.

By focusing the ads on those consumers most likely to be interested in the offer, the campaign delivered a total unique clickthrough rate of 32.3 per cent, way above industry standards.

MOST EFFECTIVE NATIVE ADVERTISING CAMPAIGN

FINALISTS LoopMe and Mediacom – Selfridge’s The Beauty Project Starbucks and Manning Gottlieb OMD – Frappuccino & YouTube Partnership Weve – Microsoft Windows Phone 8

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FINALISTS Byyd Tech – Sony Xperia Z1 Fiksu – Storytree Simpleprints

Winner

Sony Pictures and Manning Gottlieb OMD – The Amazing Spider-Man 2 Draw Something Partnership This campaign aimed to re-engage the Spider-Man franchise’s core 7-14 demographic for the launch of The Amazing Spider-Man 2 (ASM2), since the 7-14 age group made up only 20 per cent of the audience for The Amazing Spider-Man. With gaming accounting for a large part of this younger audience’s time on mobile (as well as mums) Sony Pictures partnered with Zynga via an integration with its Draw Some-

thing game, creating a bespoke, native game level featuring ASM2 characters and assets that encouraged players to draw items from the Spider-Man universe.

The rich media ad unit delivered over 3m game impressions, with 67,000 game plays across 51,000 users at a cost per engagement of £0.49. 92 per cent of players clicked to play the Custom level and 17.5 per cent clicked through to watch the trailer.

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EFFECTIVE MOBILE MARKETING AWARDS

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MOST EFFECTIVE RICH MEDIA CAMPAIGN

Winner

Manning Gottlieb OMD & Mobile5 – Renault ZOE Locate and Personalise This campaign aimed to drive awareness and footfall to dealer events for Renault’s ZOE electric car, in four UK cities that indexed highly for electric vehicle buyers: Bristol, Cardiff, Newcastle and Glasgow. Manning Gottlieb OMD used data from iTunes, InMobi, Experian, BlisMedia and Weve to target consumers. It then worked with Mobile5 to develop a rich media creative unique to each town,

creating a virtual journey to show how little it costs to get around in the ZOE. The campaign delivered 32m impressions over a four-month period, with an average expansion rate of 0.65 per cent and dwell times on the rich media ad unit of up to 15 seconds.

Lead generation in key locations went up by over 132 per cent. The dealership events also succeeded, with Bristol seeing a 700 per cent increase in test drives.

MOST EFFECTIVE USE OF VIDEO

FINALISTS BlisMedia and Starcom Mediavest – Spotify Story Telling Deutsche Post – SIMSme Millennial Media & Havas Media – Malibu Best Summer Ever Nissan and Manning Gottlieb OMD – QQ Digital Cover Wraps Starbucks and Manning Gottlieb OMD – Frappuccino & YouTube Partnership Tapjoy and Omnicom – Experian Credit Expert

FINALISTS Amobee – eBay Build Your World Amobee – InfinitiJX 3D OMD UK, Mobile5, YOC and Coty UK – Rimmel London Rita Ora Colour Rush Collection BlisMedia and Starcom Mediavest – Spotify Story Telling LoopMe and Mediacom – Sky Christmas Millennial Media - North Face Never Stop Exploring Millennial Media & Havas Media – Malibu Best Summer Ever Mindshare and ITV – ITV Player Me Time Mindshare and Unilever – Hellmans Makes It

Winner

Millennial Media – North Face Never Stop Exploring

The North Face’s first mobile campaign was part of a shift in its marketing strategy towards digital channels. Targeting 18-34 year old males in Germany and Italy in advance of the winter holiday season, the retailer used its own rich video content together with Millennial Media’s Video PLUS ad unit and targeting capabilities to engage with the audience.

The objective was to raise brand awareness by

engaging target audiences with compelling video content and to measure results by completed views.

The video drew over 319,000 completed views in Germany and more than 114,000 in Italy. 22 per cent of all those who were served the video watched it to completion, and despite an option to skip after 7.5 seconds, 29 per cent of viewers watched the video a second time, resulting in an additional 128,000 views.

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EFFECTIVE MOBILE MARKETING AWARDS

PEOPLE’S CHOICE

This year, we introduced the People’s Choice Awards as part of the Effective Mobile Marketing Awards. Together with a panel of industry experts, we drew up a shortlist of 20 people or companies in each of four categories.

Then we put it to a public vote to decide on the winner. More than 2,000 people took part, and at the end of the process, we were left with our People’s Choice winners for 2014. Congratulations to all of them.

MOST EFFECTIVE BRAND

Winner

Uber

Uber has upended taxi industries across the world by offering smartphone users a near-instant service that’s far smarter than your local minicab firm. The company is adding 1,000 new drivers per month to its roster and rolling out a ride-sharing service to cut customer costs.

Despite drawing no end of controversy, the Google Ventures-backed company is headed for a $40bn (£25.5m) valuation and another round of investment. The firm is also tipped to lead on driverless cars and right now, looks to be leaving other taxi app companies in the dust.

BEST TECHNOLOGY PROVIDER

Winner

Google

From AdWords to Artificial Intelligence, Google is on a mission to make the next amazing product the world never realised it needed, but has probably killed as many ideas as it has nurtured.

The company leads the world in mobile search and

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is battling strongly against Apple in the connected device market. The tech world waits with genuine anticipation, rarely seen from an always-on audience, to see whether Glass will stand or fall. Either way, Google won’t stop innovating.

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EFFECTIVE MOBILE MARKETING AWARDS

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PEOPLE’S CHOICE

MOBILE MARKETER OF THE YEAR

Winner

James Chandler, Global Mobile Director, Mindshare Tipped as a future leader at Mindshare back in 2011, Chandler quickly rose through the digital ranks to become head of mobile.

In his role, he represented the EMEA region on Mindshare’s Global Mobile Taskforce, ensuring that the right partnerships and

technologies were on the table during this transformative period for the agency. James took up the role of global mobile director earlier this year and has since opened the New York’s office’s wearable tech unit and been appointed to the IAB UK’s mobile board.

MOST EFFECTIVE AGENCY

Winner

Mindshare

Mindshare has demonstrated a long-standing commitment to mobile through its efforts to understand and share best practice across the industry.

Reaching beyond the work of a typical media agency, Mindshare recently unveiled a partnership that will see it focusing on the

development, targeting and distribution of real-time content in areas including programmatic, mobile and native.

The company has won numerous accolades for its work with Unilever’s FMCG brands, demonstrating particular success in emerging markets.

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EFFECTIVE MOBILE MARKETING AWARDS

DECEMBER 2014

MOST EFFECTIVE SOCIAL CAMPAIGN

Winner

OMD UK – Celebrity Cruises #SmartSnaps OMD’s campaign for Celebrity Cruises tapped into the explosive growth of taking and sharing photos on smartphones to address negative perceptions about cruises among UK holidaymakers. The agency created #SmartSnaps – the world’s first competition to find the best travel photo taken on a smartphone, judged by travel photography experts. Entries had to be generated on a smartphone

and submitted under the #SmartSnaps hashtag via social channels or the Celebrity Cruises blog.

The campaign was seen by over 10m people and garnered lots of editorial coverage and links to the Celebrity Cruises website in the process. Entries posted on Twitter alone reached 100,000 people, while traffic to the Celebrity Cruises website from SEO increased by 154 per cent.

FINALISTS LoopMe and Mediacom – Selfridge’s The Beauty Project Manning Gottlieb OMD and Starbucks – Frappuccino & YouTube Partnership Pancentric Digital – Bluewater Christmas Cracker Pancentric Digital – #Silverstone50

MOST EFFECTIVE MESSAGING CAMPAIGN

Winner

IKEA, IMImobile and LIDA – IKEA Family

FINALISTS Genesis Charlestown – ‘ZERO’ Campaign via MOBIPOST Mindshare and Unilever – Flora Weve Open Fundraising – World Vision Child Sponsorship Weve – Microsoft Windows Phone 8

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This campaign targeted IKEA customers in Dublin who were part of the IKEA FAMILY loyalty program, which has over 4.8m members in the UK and Ireland, including over 250,000 in Dublin. It promoted IKEA’s new garden range and encouraged recipients to visit the Dublin store, IKEA’s most recent store opening

in the UK and Ireland.

A control group of customers who did not receive the campaign was established to gauge its performance, and while the results, shared with the judges, are confidential, they were hugely impressive, with the activity driving substantial footfall, engagement and sales.

DECEMBER 2014

EFFECTIVE MOBILE MARKETING AWARDS

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MOST EFFECTIVE CRM CAMPAIGN

Winner

CHS and SUBWAY – SUBCARD The SUBWAY SUBCARD app enables SUBWAY customers in the UK, Ireland and Germany to engage with the European SUBCARD loyalty programme.

Through the app, users can collect and redeem points, claim free Subs, check their balance and available rewards and find nearby stores. They can also access exclusive offers and submit ‘in the moment’ feedback about their most recent experience in

store via the app’s ‘TellSUBWAY’ survey feature.

The app has been well received by SUBWAY customers, with 1.2m downloads at the time the entry was submitted, positive reviews in the app stores, and a 32 per cent increase in TellSUBWAY Survey completions. App users also visit stores three times more frequently than plastic loyalty card holders, and also have a higher average order value.

FINALISTS Lida – O2 Follow Me in 5D Simartis Bubble

MOST EFFECTIVE BRAND CAMPAIGN

Winner

John Lewis & Manning Gottlieb OMD – Christmas Bear and Hare

FINALISTS Amobee – Ford F150 3D Byyd Tech – Sony Xperia Z1 Mindshare and Unilever – Dove Men+Care: 6 Nations Manning Gottlieb OMD & Mobile5 – Renault ZOE Mindshare and Unilever – Walls Ice-cream: Thermal Activated Media OMD UK and McDonald’s UK – McFlurry Music Mix-Up Sony Pictures and Manning Gottlieb OMD – The Amazing Spider-Man 2 Draw Something Partnership

Last Christmas, John Lewis sought to extend the life of its ‘Bear and Hare’ TV ad in the form of an interactive eBook app. The TV ad was launched during the X-Factor live shows, and featured a previously-unknown Lilly Allen track. Viewers had to Shazam the ad to download the app, and they did so more than 114,000 times

over the Christmas period, pushing the app to number 2 in the iPad App Store Entertainment category, resulting in almost 300,000 downloads.

The judges also chose this campaign as the Most Effective Mobile Advertising Campaign overall, from the winners of the other ‘Campaign’ categories.

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DECEMBER 2014

EFFECTIVE MOBILE MARKETING AWARDS

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MOST EFFECTIVE SALES PROMOTION CAMPAIGN

Winner

Mindshare and Unilever – Walls Ice cream: Thermal Activated Media This campaign aimed to drive awareness of the Walls ice cream range across the summer and encourage purchase, specifically on hot days where customers were close to retail outlets. The brand spent its entire digital budget on mobile media that reacted in real time to the temperature and sun hours, using a feed from The Weather Channel.

Mindshare worked with YuMe and Apple to create a mobile-first rich media ad experience, and used Weve to deploy MMS messages based on the current weather conditions.

Post-campaign, Walls ice cream sales are up 8.8 per cent in value compared to 2012. In London, sales are up 24 per cent. Walls’ brand share has also risen by 3.7 per cent.

Highly

Commended

IKEA, IMImobile and LIDA – IKEA Family

FINALISTS Eagle Eye and Marks & Spencer – M&S My Offers i-movo and Walker’s – Gary’s Great Ingredient Hunt Manning Gottlieb OMD & Mobile5 – Renault ZOE Mindshare and Unilever – Flora Pro.activ With Weve OMD UK – Celebrity Cruises #SmartSnaps OMD UK and McDonald’s UK – McFlurry Music Mix-Up Open Fundraising – World Vision Child Sponsorship

This SMS campaign targeted IKEA customers in Dublin who were part of the IKEA FAMILY loyalty program, which has over 4.8m members in the UK & Ireland. It promoted IKEA’s new garden range and encouraged recipients to visit the Dublin store, IKEA’s most recent store opening in the UK and Ireland.

A control group of

customers who did not receive the campaign was established in order to gauge its performance, and while the results, shared with the judges, are confidential, they were hugely impressive, with the activity driving substantial footfall, engagement and incremental revenue for IKEA Dublin. A great example of the power of SMS.

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EFFECTIVE MOBILE MARKETING AWARDS

DECEMBER 2014

MOST EFFECTIVE TABLET ADVERTISING CAMPAIGN

Winner

OMD UK and Coty UK – Rimmel London Rita Ora Colour Rush Collection To launch Rimmel London’s Rita Ora ‘hot & cool’ nail and lip range, OMD UK and Coty UK worked with Adnostic to create an interactive, interstitial tablet ad within premium publishers’ tablet editions.

The ad opened with an animation of Rita Ora’s signature and arrows directing the user towards the full range of hot & cool nail

and lip products, encouraging users to customise Rita’s nail and lip colour by tapping on different shades.

The ad also included a ‘behind the scenes’ video, plus social media links.

The campaign generated over 47,000 clicks; a 53.3 per cent sales uplift of the Rimmel London franchise; and a 29.4 per cent uplift of its entire nail category.

FINALISTS Millennial Media & Havas Media – Malibu Best Summer Ever Mindshare and Unilever – Hellmans Makes It Nissan and Manning Gottlieb OMD – QQ Digital Cover Wraps

MOST EFFECTIVE INTEGRATED CAMPAIGN

Winner

OMD UK and Livity – NSPCC and ChildLine Zipit

FINALISTS Hotels.com – Captain Obvious John Lewis and Manning Gottlieb OMD – Christmas Bear and Hare Mindshare and Unilever – Hellmans Makes It OMD UK and McDonald’s UK – McFlurry Music Mix-Up Somo and Shop Direct – Very.co.uk Christmas Campaign

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In 2013, with 60 per cent of young people saying they have been asked for a sexual image or video of themselves, ChildLine challenged OMD UK and youth marketing agency Livity to devise a campaign to educate teenagers on the issues around ‘sexting’. The solution was Zipit – an app with humorous images and

messages that a child can use to reply to and defuse sexting requests.

The app launch campaign embraced desktop and mobile display, Facebook posts, paid search, vlogger outreach, out of home advertising and a tieup with Hollyoaks, driving 50,000 downloads at the time of entry.

DECEMBER 2014

EFFECTIVE MOBILE MARKETING AWARDS

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MOST EFFECTIVE IN-STORE INITIATIVE

Winner

Cadbury’s and Hi Mum! Said Dad – Joy Box To complement a global packaging rebrand, Cadbury engaged Hi Mum! Said Dad to create a rich off-pack mobile experience for its Dairy Milk brand.

The new pack design features a QR code with a call to action to “scan for joy”.

When the pack is scanned, the platform delivers funny curated videos. Hi Mum! Said Dad created 98 separate, unique codes for each product variant and pack size, which in turn enables

tailored experiences across SKU ranges and insight on cross-SKU consumption.

Within the first two months, the campaign generated more than 60,000 scans, with the average user viewing four videos and spending 2.5 minutes on the campaign site. 14 per cent of users spent over 10 minutes on the site, consuming the entire catalogue of content. The site sees an average of 1,800 visits on a typical day.

Highly

Commended

OMD UK and McDonald’s UK McFlurry Music Mix-Up

FINALISTS CHS and SUBWAY – SUBCARD SmartFocus – Meadowhall Ladies’ Night Tesco and Engine Creative – Tesco Discover AR Platform

This campaign aimed to encourage 16-24 year olds to re-engage with McFlurry, McDonald’s soft ice cream and confectionery mashup. QR codes printed on McFlurry cups gave the consumer access to The McFlurry Music Mix Up - two exclusive 60-minute TV shows, created in partnership with Bauer and 4Music, where popular UK artists such as Stooshe,

Wretch32 and DJ Fresh performed alongside celebrity guests.

The campaign reached over half of all 16-24’s in the UK, and over the campaign period, drove 57,000 unique cup scans and 171,000 portal page views, with over 65 per cent of McFlurry cup scans resulting in competition entries.

The campaign also had a positive impact on sales.

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DECEMBER 2014

MOST EFFECTIVE USE OF PAYMENT TECHNOLOGIES

MOST EFFECTIVE CHARITY CAMPAIGN OR SOLUTION

Bango – The Bango Payment Platform

Cancer Research UK – Play to Cure: Genes in Space

Winner

Bango aims to provide frictionless one-click payment for app stores and mobile operators in order to authenticate users and transact payments for apps, music, games and other digital content on a global scale. The strength of the Bango payments platform is reflected in the fact that it now has more than 130 mobile operator integrations, and powers mobile payments for Amazon, BlackBerry World, Facebook, Firefox Marketplace, Google Play, Samsung and the Windows Phone Store.

Winner

Genes in Space is a mobile game that is helping Cancer Research UK’s scientists to find a cure for cancer.

When they play the game, consumers effectively analyse data that would otherwise take a research team years, helping the scientists to focus their efforts where they are most needed.

Within a month of its launch, 280,000 people had downloaded the game (against a target of 65,000), delivering 2.4m classifications, again busting the inital target of 1.6m.

MOST EFFECTIVE FINANCIAL CAMPAIGN OR SOLUTION

MOST EFFECTIVE ENTERTAINMENT CAMPAIGN OR SOLUTION

Lloyds Banking Group – Lloyds Banking Mobile Banking

BT and Affiliate Window – BT Sport

Winner

Lloyds’ updated banking app enables users to sign in to their account securely with just three clicks.

Once in the app, they can check their balance and transactions, pay for goods and services, and make peer-to-peer payments, using nothing more than a mobile number.

The user interface is appealing and intuitive, and consumers have responded enthusiastically, with over 1.5m downloads as of 12 August 2014.

Winner

In 2013, BT tasked its affiliate agency, Affiliate Window, with launching BT Sport in the performance channel, after BT had secured the rights to show 18 top Premier League matches. It set the agency a target of increasing sales by 18 per cent, and increasing BT TV sales by 27 per cent.

Affiliate Window’s campaign comfortably busted all these targets, getting BT Sport off to a flying start in its race to establish itself as a prime alternative to Sky for viewing live Premier League football.

FINALISTS

FINALISTS Greggs and Eagle Eye – Greggs Rewards Judo Payments – JudoPay

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Canal & River Trust – Readymade #WaterwayDays OMD UK and Livity – NSPCC and ChildLine Zipit Open Fundraising – Diabetes UK Awareness Campaign Open Fundraising – World Vision Child Sponsorship Sport Relief and Hi Mum! Said Dad – Make Every Mile Count WPN Chameleon – UNICEF UK Mobile Web Donations

www.mobilemarketingmagazine.com

FINALISTS

FINALISTS

Getin Noble Bank – Getin Mobile The7Stars – Paym Launch

BlisMedia and Starcom Mediavest – Spotify Story Telling Future Workshops – The Open Championship Jam – Pointless Mindshare and ITV – ITV Player Me Time Sony Pictures and Manning Gottlieb OMD – The Amazing Spider-Man 2 Draw Something Partnership Tapjoy – Now TV Subscriptions

DECEMBER 2014

EFFECTIVE MOBILE MARKETING AWARDS

AWARDS SPECIAL

MOST EFFECTIVE TRAVEL & TOURISM CAMPAIGN OR SOLUTION

Winner

iRiS Software Systems and Kempinski Hotels – iRiS Guest Valet iRiS Guest Valet is an app preloaded on an iPad in the guest bedrooms at the Palais Hansen Kempinski 5-star hotel in Vienna, and acts as a concierge service for its well-heeled clientele.

The app links deeply into the hotel’s property management systems to enable users to book rooms, taxis, order room service, and even control heating and lighting.

Since its deployment in 2013, the hotel has reduced printed collateral in-room, and seen significant uplift with in-room food and beverage orders. iRiS Guest Valet also includes The Guest Engagement Programme, which enables luxury brands to engage with the hotel’s affluent consumers, generated a significant additional income stream.

Highly

Commended

Canal & River Trust – Readymade #WaterwayDays

FINALISTS BlisMedia and Mindshare – Three Feel at Home Golfbreaks – Golfbreaks.com Hi Mum! Said Dad – Contiki Shout!

Hi Mum! Said Dad – Penguin Ahoy Royal Caribbean iRiS Software Systems Ltd and Kempinski Hotels – iRiS Guest Valet Hotels. com OMD UK – Celebrity Cruises #SmartSnaps Thames Clippers and Masabi – Mobile Ticketing TUI Travel, AKQA and DogFi.sh – TUI Digital Assistant

This good-looking app forms part of a visitor marketing initiative targeted at families who don’t currently visit the UK’s canals and rivers. It delivers relevant, fun and practical information about the UK’s fantastic waterside locations and attractions.

Parents can use the app to search for a place to visit in their local area, or browse the list for inspira-

tion. Social media check-in features encourage users to share their experiences with their friends, spreading awareness of the app and the UK’s waterways, and encouraging repeat usage at each new destination they visit.

Since launch, the app has seen impressive download and usage figures. The judges were also impressed by the app’s user interface.

#emmas

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AWARDS SPECIAL

EFFECTIVE MOBILE MARKETING AWARDS

DECEMBER 2014

MOST EFFECTIVE RETAIL CAMPAIGN OR SOLUTION

Winner

IKEA, IMImobile and LIDA – IKEA Family This IKEA campaign shows the power of mobile in general, and SMS in particular, to drive retail footfall.

The SMS campaign targeted members of the IKEA FAMILY loyalty program in Dublin, encouraging them to visit the Dublin store and check out the new garden range. SMS was chosen as the communications vehicle for the campaign owing to its much higher engagement

rate, compared to email.

IKEA used IMImobile’s DaVinci Campaign Manager, create, deliver, track and measure the SMS campaign. IKEA’s faith in the medium was well placed.

While the results of the campaign are confidential, they were shared with the judges for the purposes of judging, and were hugely impressive, driving substantial increases in both store visits and sales.

Highly

Commended

SmartFocus – Meadowhall Ladies’ Night

FINALISTS Amobee - eBay Build Your World ASDA – ASDA Recipes Greggs and Eagle Eye – Greggs Rewards John Lewis and Manning Gottlieb OMD – Christmas Bear and Hare OMD UK and McDonald’s UK – McFlurry Music Mix-Up

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www.mobilemarketingmagazine.com

Ladies Night at Meadowhall Shopping Centre in Sheffield is an annual event that drives tens of thousands of visitors through the doors.

This year, for the first time, Meadowhall used beacon technology and a mobile app from SmartFocus, to stage a digital treasure hunt. Users visited predefined ‘hotspots’ within the shopping centre to unlock prizes within the app,

activated by the beacon.

On the night of the event, the app was downloaded 500 times in two hours, with over 500 active users overall.

The 120 hotspot offers were all redeemed in the first 45 minutes and over 1,000 rewards were redeemed on the night from the retailers involved. A great and effective use of cutting-edge mobile tech.

DECEMBER 2014

AWARDS SPECIAL

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#emmawards

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We are grateful to win Most Effective Video Campaign for The North Face and Most Effective Mobile Ad Network at this year’s EMMAs.

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