DECEMBER 2014
EFFECTIVE MOBILE MARKETING AWARDS
AWARDS SPECIAL
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.
#emmas
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