2015 effective mobile marketing awards supplement

DECEMBER 2015

Awards Special

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AWARDS AUGUST 2015

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MOST EFFECTIVEADVERTISING NETWORK

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EffectivelyBrilliant

DECEMBER 2015 AWARDS SPECIAL

Welcome to this celebration of the winners of the 6th annual Effective Mobile Marketing Awards. This year saw a record number of

entries and some incredible work to put the judges to the test. One of the most notable features for me this year was that in many instances, mobile was not the be-all and end-all of some of the winning campaigns. It’s a sign of the increasing maturity of the channel that mobile is increasingly used alongside TV, out of home, social and many other channels as part of a seamless, integrated campaign. I hope and expect to see this trend continue in 2016, as brands and their agencies get to grips with the almost limitless possibilities offered by the combination of smarter devices, smarter networks, and consumers’ insatiable demand for mobile content.

The Awards Ceremony, as anyone who was there will hopefully recall, was another great evening, celebrating all this great work. Almost 300 people gathered in central London to honour the 34 Award

Winners, and 12 Highly Commendeds, who took the stage to collect their trophies.

We’re already making plans for next year’s awards. We’ll be streamlining the entry process, with a new Awards Portal where you can submit and preview all your entry materials. You never know what next year’s crop of entries will bring and if I’m honest, I always approach the judging process with a slight sense of dread, given the sheer scale of the task. But this is quickly dispelled once you get stuck in and see at first hand some of the amazing work being done.

We couldn’t reach our decisions, of course, without the support of our Judging Panel, so I’d like to take this opportunity to say a huge thank you to each and every one of them, and to everyone who entered this year’s Awards. I look forward to seeing what 2016’s entries bring.

David Murphy, Chair of Judges


DECEMBER 2015AWARDS SPECIAL

MOST EFFECTIVEMOST EFFECTIVE RETAIL CAMPAIGN

HIGHLYCOMMENDEDDFS and Mediacom – DFS Winter Sale

W ith only a very small budget to play with, Mediacom devised a location-based targeting

campaign to drive in store footfall - a complete departure from the the type of activity DFS usually engaged in.

Geo-fencing was used to target mobile display ads to people within 10 miles of a DFS store. Mediacom created pools of users that had passed within 20 metres of an Out Of Home site, then waited 20 minutes (the length of the average car journey) to target them. Ads were served for one hour post- exposure. DFS also had heavy TV spend so devices were targeted at home, synching tablet ads in home with when the TV ads aired. The activity helped drive more than 6,000 store visits for a small spend. A great example of the power of proximity marketing.

FINALISTS

Carling and Hi Mum! Said Dad – Carling iPint: Cheers to WinCarpetright, Summit and Google – Carpetright: Off line to OnlineFord UK and Mindshare – Ford Commonwealth Games SponsorshipHouse of Fraser and Criteo – House of Fraser Mobile Performance Marketing CampaignsJohn Lewis and M&C Saatchi Mobile – Uncovering a New Platform to Drive Scalable RevenueJohn Lewis and Manning Gottlieb OMD – Cross-screen Effectiveness StudyJohn Lewis and Manning Gottlieb OMD – Monty the PenguinNew Look and Criteo – New Look Mobile Performance Marketing

WINNERSomo and Shop Direct – A Very Stylish Christmas

As a pureplay online retailer, Very.co.uk was fighting a war on two fronts in the run-up to

Christmas 2014, against both its online and high street competitors. Somo devised a contextual integrated campaign to amplify and activate Very.co.uk’s major offline branding campaign, driving mobile engagement and direct on-device sales.

To capitalise on second-screening behaviour, mobile activity was synchronised with TV ad spots. Using audio recognition technology, Very.co.uk mobile ads were targeted to coincide with the TV ad soundtrack, current UK hit singles, and competitors’ TV ad soundtracks

Somo also used hyper-local targeting to send text messages to Very.co.uk’s target demographic when they entered key shopping destinations to remind them how quickly and easily they could complete their shopping right there and then on their smartphones.

The company also used a live Twitter countdown, pinned to the top of Very.co.uk’s feed, in the final five

days leading up to the cut-off point for Christmas delivery, driving shoppers to the Very.co.uk site.

All of which helped deliver double the campaign’s target ROI. A great piece of work.


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MOST EFFECTIVEAPP INSTALL CAMPAIGN

WINNERFiksu – Scotts My Lawn App

The aim of Fiksu’s campaign for Scotts’ ‘My Lawn’ app was to successfully re-launch an updated

version of the app. The focus was on driving high volumes of installs in the short spring time frame, when the app would be most relevant to users. The app also encouraged users to complete lawn care plans, in order to drive product sales.

Fiksu maximized its integrations with leading programmatic channels, including Facebook, Twitter and Google, to drive successful results and over-deliver on Scotts’ key KPIs. In fact, Scotts beat its new user goal by 60 per cent, with over 60 per cent of those users completing a personal lawn care plan, all while beating the cost per install target.

Driving app installs is an increasingly difficult challenge, but with results like these, it’s not overstating the case to say that this is one campaign that definitely came up smelling of roses.

HIGHLY COMMENDEDJohn Lewis and Manning Gottlieb OMD – Monty: Christmas 2014 App Star

For its 2014 Christmas campaign, John Lewis, wanted to not

only create a great TV ad, but also, put consumers at the heart of the campaign, and to drive downloads of an interactive eBook featuring the star of the campaign – Monty the Penguin. The ad featured Tom Odell’s ‘Real Love’. Viewers who Shazamed the ad were prompted to download an

eBook app. In addition, the campaign targeted conversations on mobile-first social platforms with video units, and created a virtual reality version of the app to access in-store using Google Cardboard headsets, creating some family-friendly in-store theatre in the run up to the Christmas period.

The ad became the most scanned advert on Shazam in 2014, with more than 86,000 scans over Christmas period. In total, the campaign drove 143,000 installs of Monty’s Christmas apps, at a rate of over 3,000 installs per day, with each download resulting in an average of four plays per person.

FINALISTS

Addison Lee and Unique Digital – Driving Hyperlocal BookingsJohn Lewis, M&C Saatchi Mobile and Google – John Lewis App Install Campaign 2015Vungle Creative Labs – Trivia Crack US Campaign



MOST EFFECTIVEB2B APP

HIGHLYCOMMENDEDCarlson Wagonlit Travel – CWT To Go

After identifying the need for an app that provides all the features required by a business traveller on

the go, the team behind Carlson Wagonlit Travel set out to create just that app, integrating hotel and flight booking with itinerary management, mobile check-in, synced calendars and loyalty program details.

The app has over 465,000 registered users, over half of whom are frequent business travellers, and has achieved a 4.5 star rating on the Apple App Store and 4.4 on Google Play.

The focus on developing a mobile platform that works door-to-door has resulted in a one-stop app that prevents clutter and stores all the information a business traveller needs in a single place.

If you’re heading away on business, don’t leave home without it.

FINALISTS

BROWZ for ClientsLondon’s Air Ambulance With EE and Mubaloo – Dispatch App

WINNER

Soundjack is a digital jukebox for leisure venues that enables customers to select the music

they want to listen to through the Soundjack app. The service is free, though users can buy credits to bump their choice up the playlist.

The Soundjack Tablet App enables venue hosts to manage the service. It comes pre-loaded on an Asus Memo Pad 7, visualising data and providing real-time analytics. Venue managers can tailor music to suit different audiences, moods, events and time of day or year. It’s currently used in over 1,000 venues across the UK.

Soundnet Managing Director Simon David is impressed with Nimbletank’s efforts. He says: “From the very beginning Nimbletank understood our vision for Soundjack. The mobile-first product they developed and crafted is beautifully designed and helped us to reach the next level in our business.” Congratulations on a great partnership.

Nimbletank – Soundjack Tablet App for Venue Hosts


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MOST EFFECTIVETABLET ADVERTISING CAMPAIGN

WINNERMillennial Media, AvatarLabs & MEC Los Angeles – Paramount Pictures, Transformers: Age of Extinction

Mobile is a central part of Paramount Pictures

International’s strategy for raising awareness of motion picture releases in its key markets.

For this Transformers campaign, Paramount Pictures’ global media agency MEC Los Angeles, AvatarLabs and Millennial Media built a custom ad format using their Video Wrapper ad unit for tablet devices to layer the content with additional rich media for maximum impact.

The trailer was framed by an animation of one of the film’s most iconic scenes, with Optimus Prime riding a Dinobot into battle, with the

full-page video unit using the mobile device’s accelerometer to animate the film’s Dinobot, breathing fire as the device was tilted in either direction.

Below the trailer, consumers had the choice to click through to Facebook and find out more on the film, or to view more video clips promoting the movie. The campaign generated more than 2.6m completed views across all markets, along with a high volume of second views for the trailer, with an impressive overall engagement rate of 5 per cent clicking through to additional video content and social channels supporting promotion of the movie. Tremendous stuff.

WINNERJohn Lewis and Manning Gottlieb OMD – John Lewis Wins Christmas 2014

For this Christmas 2014 campaign, John Lewis used its famous TV ad as the springboard for a variety of other activities. TV viewers

were encouraged to Shazam the TV ad to download a companion eBook app featuring the campaign star, Monty the Penguin. App awareness and downloads were also driven by targeting Monty conversations across social platforms, and a Google Cardboard app was developed to create an immersive Monty experience in store.

The campaign generated 143,027 downloads of Monty’s app across the festive period, with the app reaching number one in the App Store Kids Channel. The TV commercial was the most Shazamed ad during the Christmas period, with 86,000 scans and an extremely high tap through rate to the app store of 1.6 per cent.

FINALISTS

Cineworld – Cineworld UnmissablesHailo – Drive for EqualityJaguar and Mindshare – Feel WimbledonWalkers and OMD UK – Tweet to EatSomo and Shop Direct – A Very Stylish ChristmasVodafone, Ketchup Agency and AMVG – Vodafone KaraKartal Summer TransferWywy and Nissan – Nissan Pulsar European Launch

MOST EFFECTIVEINTEGRATED CAMPAIGN

FINALISTS

Ford UK and Mindshare – WARPPandora, Widespace and Cream – Pandora Rose Collection



MOST EFFECTIVEMOBILE-FIRST CAMPAIGN

WINNERPremier Inn and Monitise Create – hub by Premier Inn

Picture a smartly-designed hotel in the beating heart of Covent

Garden, with slick one-touch room controls, and the ability to customise the lighting, temperature or TV from your phone. hub by Premier Inn sets a benchmark for a new generation of ‘tech hotels’, with stylish rooms that feature digitally-enhanced connectivity in a contemporary setting.

An iOS and Android app enables users to control every aspect of their stay, from booking and checking-in, to adjusting room settings and ordering breakfast. And in May, Premier Inn became the first hotel in the world to allow guests to control their room settings using the Apple Watch.

Since opening in November 2014, the hotel has enjoyed impressive occupancy levels, with over 50,000 room stays and 43,000 app downloads to date.

The ability to control room settings via the app from a personal device receives strong commentary across social media sites and Trip Advisor reviews (maintaining a 4.5 out of five star rating), and remains a key differentiator for the brand across the UK and global hotel market.

The Covent Garden hotel is one of 13 hubs planned by Premier Inn, with 10 sites secured in London and three in Edinburgh. A great concept, brilliantly executed.

WINNERBravofly Lastminute.com Group with Jumio

While half of all UK travellers want to book holidays via their mobile device, poor user

experience leads to 38 per cent of consumers attempting to book holidays on their mobile abandoning the transaction before completion, because of the amount of information that needs to be entered. Jumio’s own research calculates that this cost the UK travel industry £2.7bn in 2014.

Bravofly teamed up with computer vision firm Jumio to enable customers to scan their passport and payment card within their app and automatically fill out their booking forms using Jumio’s Fastfill technology, shaving almost two minutes off transaction time and boosting conversion by 10 per cent.

FINALISTS

3Suisses France – Press DayAff iliate Window – The Cross-device ChallengeBravof ly Lastminute.com Group with JumioFuture Platforms and EE – 2015 Glastonbury Festival Off icial AppNimbletank and Minicabit – Minicabit iOS and Android Mobile AppsOpenMarket Mobile Engagement PlatformSafaricom – Lipa Stima, Okoa Stima

MOST EFFECTIVEMOBILE PAYMENT SOLUTION

FINALISTS

Bango – Bango BoostSafaricom – Lipa Na M-PESA


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MOST EFFECTIVESMARTWATCH APP

HIGHLYCOMMENDEDAddison Lee – Apple Watch App

Addison Lee’s smartwatch app is easy on the eye and the finger, enabling the user to book a ride

with just three clicks on the watch. Once the destination has been selected, the user is

presented with a single confirmation screen with time to pick-up and cost. After confirming the trip, a screen with the driver’s time to arrival is shown, together with vehicle details. Once inside the cab, the user receives a welcome on board notification with information on the expected time of arrival. During the whole trip the user can check their progress between their pick-up and drop-off points.

The app has been well received by users, with more than 55,000 iOS/Apple Watch downloads at the time of entry since its launch in May 2015, and rapid growth in the number of total overall daily users.

FINALIST

Nimbletank and Minicabit – Minicabit Apple Watch App

WINNERLufthansa and Sapient-Nitro – Lufthansa Travel Companion

When you’re rushing to catch a flight, what could make more sense than having all the essential

information, not to mention your boarding pass, available via a glance at your Apple Watch? Lufthansa and SapientNitro correctly identified the smartwatch to be a seamless, hands-free way to remove stress, providing highly contextual, real time data to the passenger. And making the app for the Apple Watch was a no-brainer, since 80 per cent of mobile engagement with Lufthansa’s apps and web properties happens on Apple devices.

The watch app is slick, seamless and intuitive and, not surprisingly, has proved popular with passengers, clocking up just short of 2m downloads between the launch date of 24 April 2015 and when the entry was submitted at the end of August. If you’re flying Lufthansa, don’t leave home without it.



MOST EFFECTIVEAD NETWORK

HIGHLYCOMMENDEDBuzzCity

Founded in 1999, BuzzCity is a veteran of the mobile advertising world and has been successful

in reinventing itself and staying relevant in a fast-changing business.

The BuzzCity network currently serves 30bn banner ads each month with a reach of 500m mobile surfers, focused primarily on emerging markets. The company works with over 75,000 publishers and more than 10,000 advertisers globally, and prides itself on offering scale and reach, quality audiences, and insights into mobile trends and response rates.

It’s a combination the company’s clients seem to like. Global revenues have been growing at 50 per cent year-on-year, and for 2015 revenue growth of 30 – 50 per cent is projected, as more clients look for quality traffic.

Congratulations to BuzzCity on its staying power and continued success.

FINALISTS

Airpush Performance Creative InitiativeByydLeadbolt Direct Deals Marketplace

WINNERGoogle

Google’s mobile network consists of four core platforms, through which advertisers can direct

and control campaigns using the AdWords interface.Search ads offer access to more than 100bn mobile

searches per month globally and also facilitate ads on the Play Store and the 1bn people on Android devices. mGDN display ads on mobile websites can reach over 90 per cent of internet users. AdMob display ads can run on 650,000 premium and niche apps. And YouTube display and in-stream ads offer access to 1bn unique users every month. Meanwhile Google Analytics enables brand to optimise their campaigns for maximum ROI.

In short, Google offers incredible scale and reach, and the campaign results supplied for advertisers as diverse as John Lewis, Sephora and Zalando bear witness to the effectiveness of Google’s offering.

More than 90 per cent of the UK’s top 100 advertisers use Google, and when you look at the numbers, it’s not hard to see why.


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MOST EFFECTIVEPROGRAMMATIC CAMPAIGN

WINNERSure Max Pro (Unilever) and Mindshare - Sure Max Pro: Feeling the Heat?

Sure Maximum Protection is proven to be twice as strong as the leading

antiperspirant but, with an RRP nearly three times more expensive than the category average, it was a difficult task convincing consumers to trial. The audience are not necessarily in the market for a clinical deodorant, so the brand needed to reach them at exactly the right moment in order for the product message to resonate.

So Mindshare built an intelligent ‘Weather Tool’, using a feed from the Met Office’s granular weather data, providing a live forecast for five days against 5,000 individual weather stations. The tool calculated the heat index across the UK, and then plugged

the data into Mindshare’s trading desk, ULTRA, to determine where to turn media on and off across channels, according to where people would be feeling the heat the most.

This ensured that the campaign targeted the right audience at exactly the right time, when they would be most receptive to finding out more about Sure Max Pro.

IRI research measuring the mobile activity showed an impressive sales uplift of 5.1 per cent in the test areas where media was live, and ROI of up to £1.79 for every £1 spent on media.

The judges were impressed both by the clever use of weather data, and a great set of results.

HIGHLY COMMENDEDCriteo Mobile Performance Marketing for House of Fraser

House of Fraser has worked with Criteo on digital marketing

since 2014, launching its mobile performance marketing campaign for the department store in 2014, and adding cross-device capability the following year.

In conjunction with a site redesign, the company deployed a mobile banner retargeting campaign that extended the great shopping experience offered by the House of Fraser site to its dynamic mobile display ads. The dynamic mobile campaign increased ad engagement and relevance with consumers using mobile devices and significantly increased ad performance, particularly among high-value Safari browser users.

Most importantly, it ensured that House of Fraser could reach its users across all devices with a consistent and positive experience and keep them coming back for more.

At the beginning of 2014, more than 50 per cent of House of Fraser’s website traffic was coming from smartphones and tablets, but only 2 per cent of sales and 3 per cent of clicks were coming from mobile. The campaign results from January 2014 to May 2015 show an eight-fold increase in clicks, and a nine-fold increase in sales from mobile. In addition, cross-device retargeting ads generated a conversion rate 40 per cent higher than ads without cross-device visibility.

FINALISTS

Byyd – Coca-Cola Happiness WeekCineworld – Cineworld UnmissablesFiksu – Topps Sports Trading CardsNew Look and Criteo – New Look Mobile Performance MarketingQuantcast – First ChoiceSomo and Shop Direct – A Very Stylish ChristmasVdopia .VDO



MOST EFFECTIVENATIVE ADVERTISING CAMPAIGN

WINNERThe Guardian News and Media – General Election 2015 Campaign

The Guardian has a long term goal to improve brand perception and increase digital reach and engagement with 17 - 24 year olds and saw

the 2015 General Election as the perfect opportunity to activate a mobile marketing campaign. The approach was to let the journalism do the talking and shine a light on the relevant content for this demographic, taking its journalism out to new audiences through native advertising on Facebook and Twitter.

The campaign was built around four key pillars – real time, personalisation, social and mobile. From promoting live debates on Twitter in real time, to micro-targeted content advertising on Facebook, by harnessing the ability to do mobile native advertising on social media, The Guardian achieved the best digital advertising results it has ever seen, serving 28m impressions across Facebook, Twitter and YouTube and delivering 1.9m engagements on social from 17 – 24 year olds. The campaign also delivered the Guardian’s lowest ever cost per engagement on Twitter of £0.03 and highest ever engagement rate of 22 per cent, with similarly impressive results on Facebook.

WINNERWalkers and OMD UK – Tweet to Eat

Walkers’ and OMD’s Tweet to Eat campaign involved three digital vending machines in

three London bus shelters that dispensed a packet of crisps in return for a Tweet.

But the brand and the agency leveraged the activity to brilliant effect, so that in addition to the 8,500 people who interacted with the vending machines via their mobiles, a 90-second piece of supporting video content was viewed more than a million times, driving 5.7m Twitter impressions, and creating a real viral buzz on social channels.

This was a brilliantly different and eye-catching campaign that more than delivered on its KPIs and deserved to take the award in this category.

FINALISTS

The Guardian News and Media – General Election 2015 CampaignHailo – Drive for EqualityJaguar and Mindshare – Feel WimbledonLenovo #TravelyourwayStarbucks and Manning Gottlieb OMD – Frappuccino’s Summer Social

MOST EFFECTIVESOCIAL CAMPAIGN

FINALISTS

Renault and Manning Gottlieb OMD – Renault Twingo TunnelSky and Mediacom – Sky Movies Rovio CampaignStarbucks and Manning Gottlieb OMD – Frappuccino’s Summer SocialUniversal Music, Sky and Mediacom – Universal Music launch Sky’s SnapChat Discover Hub


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MOST EFFECTIVESALES PROMOTION CAMPAIGN

HIGHLYCOMMENDEDProelios and Deep Silver Fishlabs – VW Group China Sports Car Challenge Series

The judges were impressed by this novel way of generating leads and driving test drives. The

Sports Car Challenge series of racing simulation iOS and Android apps form part of Volkswagen Group China’s ‘Sports Car Initiative’ to raise awareness of the company’s premium sports brands and products - Audi, Bentley, Bugatti, Lamborghini, Porsche and VW - within the Chinese markets.

They have succeeded brilliantly in doing so, delivering more than 1.3bn minutes of brand engagement time with VW premium sports brands, and initiating more than 180,000 calls to Volkswagen dealership. Hugely innovative and hugely successful.

FINALISTS

Greggs and Vouchercodes.co.uk – Free Greggs Sausage RollMicrosoft Mobile and M&C Saatchi Mobile – MWC 2015Challenge Mobile Game SeriesShopcade – Wedding Guest Outf itSure Max Pro (Unilever) and Mindshare – Sure Max Pro: Feeling the Heat?Vodafone, Ketchup Agency and AMVG – Vodafone KaraKartal Summer TransferVouchercloud – Eat Your Way Through Eurovision

WINNERVirgin Holidays and Manning Gottlieb OMD – Virtual Holidays

Take a bunch of people in a Virgin Holidays concession in January, waiting in a queue to see a

sales assistant to discuss their summer holiday options. How do you alleviate their boredom? In this case, with a simple Google Cardboard virtual reality headset and some content promoting two holiday destinations, Riviera Maya and Miami to give them something to do while they waited.

The headsets were rolled out across 50 Virgin Holiday stores. The result: sales showed a marked year-on-year uplift in the VR-equipped stores, with sales of holidays to Riviera Maya increasing by significantly more year-on-year within stores that used the VR headsets, compared to those stores without it, equating to substantial revenue increases over the six-week sale period.

A simple enough concept, but brilliantly executed, and one which met a real customer need to be entertained while waiting to be seen.



PEOPLE’S CHOICE

WINNERGoogle Cardboard

Until a few years ago, virtual reality was a relic of the 1990s,

a technology that promised much but never truly developed. New innovations like the Oculus Rift started to show how far we’d come in terms of what could be achieved, but the tarnished public perception remained. Google Cardboard is changing all that

By placing virtual reality within the grasp of everyday consumers, Google Cardboard not only makes the technology more accessible, but enables brands to experiment with new ways of engaging customers

through impactful experiences. Since its launch, 600 Cardboard-compatible apps have been created, and there are 28,000 Cardboard-related videos on YouTube.

Brands including Volvo, Lionsgate and Converse have all run Cardboard-based campaigns, while companies like the New York Times and the New England Patriots NFL team have engaged in massive Cardboard promotions, putting the headsets into the hands of hundreds of thousands of consumers who are now embracing virtual reality.

WINNERUsherU

The best start-ups enter an area that has worked traditionally for a long time and offer

something truly innovative and disruptive to shake up the entire industry. UsherU does just that, transforming the way that consumers and cinemas can interact and helping both get the most out of film in the process.

Backed by Telefonica’s Wayra incubator, UsherU offers film distributors a way to market the astonishing 75 per cent of cinema tickets which go unsold. Using powerful targeting technology to identify users based on their personal interests, the company’s app offers dynamic cinema listings that help cinema chains to fill their theatres, while giving consumers great deals on films they will enjoy.

In an age of streaming content and home theatres, the app is helping to drive people back to the full cinema experience, and delivering value for both brands and consumers at the same time.

START UP OF THE YEAR

MOST INNOVATIVEUSE OF MOBILE


#emmas 15

WINNERAudi

For a company whose motto translates as “advancement through technology”, Audi certainly

puts its money where its mouth is. Over the past year, the company has embraced the potential of mobile, not just following where others have gone, but blazing a new trail.

For a campaign tied to the world famous Le Mans 24 hour race, the brand deployed a new short-form vertical video format for mobile, transforming traditional TV spots into something native to mobile that takes advantage of the whole screen. while remaining part of a seamless consumer experience.

The company also launched a pop-up store in London’s Westfield shopping centre promoting its hybrid A3 Sportback e-tron, making use of AR and VR technology to educate visitors about the car’s features, and was also part of the consortium that purchased Nokia’s Here mapping unit, paving the way for more accurate navigation software, and opening up the potential for automated cars. A worthy winner.

WINNERThe ALS Association

If you went online during the summer of 2014, you couldn’t miss the Ice Bucket Challenge. The origins of the initial campaign are hazy, but the way the challenge

spread shows the undeniable power that social media and video can have when deployed correctly. In August 2015, the ALS (Amyotrophic Lateral Sclerosis) Association relaunched the Ice Bucket Challenge as an annual event, with celebrities including Justin Bieber, Hugh Jackman and Renee Zellweger among those taking part.

The viral video series spread awareness of ALS across the globe, with 17m videos created by 440m people in 159 different countries. Ice Bucket Challenge videos were viewed 10bn times, and created the second largest conversation in Facebook history. It wasn’t just about the social buzz however; the donations that followed the campaign generated $220m (£145m) for ALS research, making the Ice Bucket Challenge the largest medical fundraiser in history. The money raised has already helped researchers achieve breakthroughs when it comes to the treatment of ALS, and the campaign means that awareness of the condition is higher than ever.

As part of the Effective Mobile Marketing Awards, together with a panel of industry experts, we drew up a shortlist of 10 people or companies in each of four categories. Then we put it to a public vote to decide on the winner. At the end of the process, we were left with our People’s Choice winners for 2015. Congratulations to all of them.

MOBILE MARKETINGCAMPAIGN OF THE YEAR

MOST EFFECTIVEBRAND



MOST EFFECTIVEAD TECH PLATFORM

WINNERPubMatic

PubMatic offers a comprehensive service across mobile display,

mobile video and native advertising formats through a consultative approach with publishers as diverse as Spotify, Vice and The Spectator, to more than 500 demand partners.

The company’s 2014 acquisition of Mocean Mobile broadened PubMatic’s existing mobile offering by supplementing its mobile app, mobile web and tablet capabilities with a mobile ad server, enabling to provide publishers with an end-to-end mobile solution for traditional direct sales, programmatic direct sales and mediation. The company’s mobile solutions generated in excess of a 500 per cent revenue increase in 2014.

Since employing enriched tags in

the second half of 2014 to capture device ID from iOS and Android apps and using its mobile suite, publisher client National Rail Enquiries has seen a 65 per cent increase in revenues across its mobile, web and app offering. “As important as revenue is to us, user experience and site integrity outweigh it,” says Jonathan McCauley-Oliver, online sales manager at NRE. “Working with PubMatic, we have seen an uplift in revenue whilst adhering to our core values of user experience and transparency.”

HIGHLYCOMMENDEDCriteo Mobile Performance Marketing for House of Fraser

House of Fraser first engaged with Criteo on mobile in 2014 in a bid to provide an intuitive mobile shopping experience that would offer helpful but not

intrusive suggestions. It added cross-device capability in 2015.In conjunction with a site redesign, the company deployed a mobile banner

retargeting campaign that extended the shopping experience offered by its site to its dynamic mobile display ads. The mobile campaign increased ad engagement and relevance with consumers using mobile devices and significantly increased ad performance, particularly among high-value Safari browser users.

The results speak for themselves: at the beginning of 2014, more than 50 per cent of House of Frasers’ website traffic was coming from smartphones and tablets, but only 2 per cent of sales and 3 per cent of clicks were coming from mobile. By 2015, the retailer had seen an eight-fold increase in clicks, and a nine-fold increase in sales from mobile. In addition, cross-device retargeting ads generated a conversion rate 40 per cent higher than ads without cross-device visibility.

A very successful partnership.

FINALISTS

51 Degrees Device Detection SolutionBlisMediaByyd

FiksuLeadbolt Direct Deals MarketplaceLoopMeLuxia Guest Engagement PlatformNo-SDK Ensighten Mobile


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MOST EFFECTIVELOCATION-BASED CAMPAIGN

WINNERCineworld and Starcom Mediavest – Cineworld Unlimited Card

This campaign aimed to improve low awareness of the Cineworld Unlimited Card, a monthly subscription product offering customers unlimited movie

access for £16.90 per month. Working with data aggregator Statiq and cross-device DSP Drawbridge, SMG used precise geo-targeting to integrate mobile with out-of-home (OOH) and push interested users towards an Unlimited card purchase.

A bespoke audience segment of consumers that frequently visit cinemas, theatres and film-focused events was created. Users were targeted at the exact moment they were next to an OOH ad, and also at home once they had walked past the OOH ad a few times. Both tactics ran alongside a control line with UK-wide geo-targeting applied as well as a brand research study so as to gauge the effectiveness of the activity, which drove a 5,800 per cent uplift in brand consideration. The brand research also revealed that mobile was the most recalled channel across the entire campaign and drove 19 per cent higher brand awareness than OOH on its own.

WINNERVirgin Holidays and Manning Gottlieb OMD – Virtual Holidays

Our Sales Promotion Campaign winner picked up its second

award for Most Effective Augmented/Virtual Reality Campaign, beating off competition from Audi and 3Suisses France.

It was a Virtual Reality, rather than Augmented Reality experience, using Google Cardboard to enable customers in Virgin Holidays stores to experience the delights of two popular holiday destinations - Riviera Maya and Miami - while they waited in line to see a sales assistant.

The campaign scored on a number of fronts: innovation, simplicity, fitness for purpose, but most of all, effectiveness. Sales of holidays to Riviera Maya increased by much more year-on-year within stores that used the VR headsets, than in stores without them.

It also succeeded in transforming a wholly negative experience of waiting in a queue into something much more entertaining and beneficial for all parties. No wonder the client was so delighted.

FINALISTS

Addison Lee and Unique Digital – Driving Hyperlocal BookingsArgos and Vouchercloud – Geofencing CampaignCoca-Cola and xAd – Coca-Cola Location TargetingDFS, Mobsta and Mediacom – DFS Winter SaleFord UK and Mindshare – Ford Commonwealth Games SponsorshipJaguar and Mindshare – Feel WimbledonMastercard, Blis and Vizeum – Location TargetingSamsung – Samsung Galaxy A SeriesSure Max Pro (Unilever) and Mindshare – Sure Max Pro: Feeling the Heat?

MOST EFFECTIVEAUGMENTED/VIRTUAL REALITY CAMPAIGN

FINALISTS

Audi UK and Somo – A3 Sportback e-tron Experience Centre3Suisses France – Press Day



MOST EFFECTIVERICH MEDIA CAMPAIGN

WINNERYodel Mobile and AdGibbon – The Economist: The World in 2015

This campaign aimed to drive awareness of The Economist’s

mobile supplement app, The World in 2015, containing predictions from prominent figures in politics, economics, the arts and current affairs.

It centred on a rich media ad unit consisting of an interactive 3D globe, on which pop-up boxes appeared across different continents displaying live news feeds. The globe was designed to capture readers’ attention before they clicked on it to go through to the App Store to download the app. Overall, the campaign embraced rich media, video, app store optimisation, retargeting, and non-incentivised CPD and CPA Offerwall activity, and

far exceeded its KPIs, as evidenced by the campaign results, supplied to the Awards judges in confidence.

HIGHLYCOMMENDEDMindshare and LoopMe – Unilever TRESemmé Edge

The campaign objectives here were to attract new users to the TRESemmé product range ‘Edge’ and encourage existing brand users to trade up. The target audience

was “Discerning Stylish Women”: ABC1, 16-34 year olds, for which LoopMe built a carefully-crafted whitelist of high-quality premium brand-safe UK publishers.

The creative strategy mixed rich media and videos, addressing multiple sub-audience groups. To communicate how certain looks could be achieved with the TRESemmé product, a ‘Before’ and ‘After’ approach was taken.

On tablets, the top of the ad showed an embedded video with a TRESemmé ad, introducing the Edge product range. Below, the bespoke HTML5 creative featured four tiles that consumers could interact with to discover more content about the product range. Three tiles showed a ‘before and after’ of three distinct looks, while the fourth tile showed the Edge range with a clear call to action to buy the products. The hairstyle tiles showed a model with wet hair before the product use and styling, which the user could tap on to reveal the finished look, and tap again to serve up a YouTube video on how to create the look. A similar execution was adopted for smartphones, but tweaked for the smaller screen. The campaign delivered a video completion rate of 17 per cent, clickthrough rate of 14.4 per cent, and engagement rate of 19.2 per cent. Impressive results.

FINALISTS

3Suisses France – Press DayByyd – Coca-Cola Happiness WeekJaguar and Mindshare – Feel WimbledonMillennial Media, AvatarLabs and MEC Los Angeles – Paramount Pictures, Transformers: Age of ExtinctionOpera Mediaworks, Maxus and BBH – Barclays’ Code PlaygroundSomo and Shop Direct – Live a Very Stylish Life, Whatever the Weather


#emmas 19

MOST EFFECTIVETABLET APP

WINNERJaguar and Mindshare - Feel Wimbledon

FINALISTS

Airpush – Stand Up To CancerMillennial Media & Empowering Media at Aegis – Microsoft CloudPenguin Random House, Widespace, Mobext UK and Havas Group – ‘Grey’ by

EL JamesSpecsavers and Manning Gottlieb OMD – SWOTYSure Max Pro (Unilever) and Mindshare – Sure Max Pro: Feeling the Heat?TUI and Mediacom – Thomson Holidays Sensatori: Discover Your SmileWall’s (Unilever) and Mindshare – Wall’s Thermal Targeted Advertising

WINNER

The #BreakingPad project has seen a complete redesign of the John Lewis iPad app. Key

improvements include new APIs to improve the performance and robustness of core journeys including search, navigation, product and account area. The navigation has also been revamped: the overcrowded tab bar has been removed, and the experience split into two main journeys - Maintenance (Account, Store Finder and About); and Shopping, which now features more visual and interactive refinement options such as sliders, rating stars and colour swatches.

Customers can also compare key attributes of up to three products, and the UI now delivers a seamless experience for product, content and page loading.

The new app looks great and has gone down well with customers, with much quicker loading times, resulting in healthy increases in sessions, conversions and revenues.

MOST EFFECTIVEBRAND CAMPAIGN

FINALISTS 3Suisses Tablet AppHighstreet – PME Legend Shopping AppTVPlayer

Sports fans watching the annual Wimbledon tennis tournament were given bespoke wearable tech that captured their emotive

response to every moment of the tennis, while sensory beacons were placed in the grounds to capture crowd energy and atmosphere. This human data was then analysed, interpreted, and turned into content in real time to give tennis fans around the world a real-time sense of the Wimbledon feeling. On average, 24 pieces of live and great-looking content were created and distributed each day, streamed to a bespoke mobile site, and published via a range of paid and owned

channels, including social media and digital outdoor screens. On one level, this perfectly mirrored Jaguar’s brand purpose as a

creator of sensory and emotive experiences. On another, it deliver fantastic fan engagement. Jaguar was the most talked about brand on social media across The Championships fortnight, achieving a 27 per cent share of voice, with the #FeelWimbledon hashtag used almost 8,000 times, the most used hashtag of any partner brand.

This piece of work also took the Video award, and the overall award for Most Effective Mobile Advertising Campaign. Great work.

John Lewis – #BreakingPad Project



MOST EFFECTIVESMARTPHONE APP

WINNERDomino’s Pizza and Future Platforms – Domino’s UK & ROI Mobile Apps

Mobile has been a key part of Domino’s success for

some time now, but the apps created and maintained by Future Platforms are going from strength to strength. The apps themselves are easy and intuitive to use, and are playing a massive part in Domino’s digital story, generating more than £5m in sales every week. A multi-platform approach helps: the apps are available for iPhone, Android, iPad, Windows Phone 8, Windows 8.1 machines, and Microsoft Xbox One. A highly

impressive portfolio.Future Platform’s aim has

been not just to build a better presence on mobile for Domino’s but also to establish the company’s mobile offering as the gold standard among its competitors.

It seems to be succeeding: Domino’s digital orders now account for 70 per cent of total sales, with 51 per cent of those made through the mobile apps, representing a 100 per cent year-on-year growth for app orders in the last 12 months.

FINALISTS

Equiniti and Mubaloo – Equiniti Pension Solutions Compendia AppGetin Noble BankHighstreet – PME Legend Shopping AppLloyds Banking Group – Mobile Banking App

MX Data – Tube MapProelios Brand Gaming and Deep Silver Fishlabs – Volkswagen Group China Sports Car Challenge Mobile Game SeriesTVPlayer

HIGHLYCOMMENDEDPatient - Patient Access Mobile app

Patient Access Mobile app is the UK’s first GP services app, enabling patients to book and

cancel appointments with their doctor; order repeat prescriptions; securely message their practice and view their medical record, all from their smartphone.

Patient Access works by securely connecting with the IT systems of enabled GP practices. This app also enables patients to create a Personal Health Record by integrating with Apple’s Healthkit, then synching this data into their existing medical record and giving permission for their GP to view the results.

During 2015, the app has seen strong increases in all key metrics, including appointments booked; repeat prescriptions ordered; messages to GPs, and medical record logins. Just what the doctor ordered.

HIGHLYCOMMENDEDShopcade

Shopcade is an mCommerce app, which aims to tap into the fact that 58 per cent of modern consumer fashion purchases are influenced by celebrities and

other influencers, yet consumers have difficulty finding those items and when they do find them, they are usually expensive.

With Shopcade, consumers can stay updated on the latest celebrity styles, fashion trends, and new collections and deals from retailers and buy related products. It also creates compelling content behalf of its advertising partners. This celebrity/fashion mash-up is going down well with its registered user base of over 1.3m consumers, who generate 2.2m monthly mobile page views, with an average 3.7 page views per session and average dwell time of 5m 19s. Cool!


#emmas 21

MOST EFFECTIVE...

FINALISTS

Vodafone, Ketchup Agency and AMVG – Vodafone KaraKartal Summer TransferMobistar and Lumata – Next-generation Loyalty ProgramVodafone, Ketchup Agency and AMVG – Vodafone Avantaj CepteVodafone and Ketchup Agency – Vodafone Red

This Jaguar campaign scooped a number of our awards this year for its vision

and its ambition. It took the Most Effective Use of Video award because video was at the heart of the campaign. The idea of handing out wearable tech to people at the Wimbledon tennis tournament to capture their emotions was a novel one. But video played a major part in sharing those emotions, with a video recap of each day’s emotional ups and down streamed to a bespoke mobile site, and published via a range of paid and owned channels, including social media and digital outdoor screens.

This was a campaign that embraced so many different tactics and channels – mobile, social, experiential and video – with video playing a crucial part in its success.

This neat Virgin Holidays Google Cardboard app also walked off with the

Sales Promotion and AR/VR awards, and given that it was an in-store campaign, it was going to take something special to deny it victory in this category.

At the risk of repeating anything said on earlier pages, this was a brilliantly effective campaign which turned a negative (standing in a queue) into a positive (experiencing the next best thing to being in one of Virgin’s popular holiday destinations).

Hopefully, given the success enjoyed by this campaign, and the ever-decreasing cost of VR headsets, this will be the first of many such successful in-store deployments in the years to come.

Carling iPint was one of the first branded apps for the iPhone, but a

lot of water has flowed under the bridge (and lager over the bar) since then, so Hi Mum’s challenge was to reinvent the app for the mCommerce age, tasking the app with driving footfall to pubs; moment of truth purchase consideration; and transactional loyalty.

In response, the app is backed by a CRM and segmentation, targeted messaging and attribution engine for on-boarding, location-triggered rewards, cashback and money off vouchers that can be redeemed across thousands of pubs, restaurants and retailers.

But of course, you can still just use it to down a virtual pint, or ‘Cheers a Mate’ for the chance to win something at the same time. Results are highly encouraging, with 75 per cent of users returning to the app, and frequent users spending over five minutes per session engaged with the brand. We’ll drink to that!

FINALISTS

Carling and Hi Mum! Said Dad – Carling iPint: Cheers to WinJohn Lewis, Google, Manning Gottlieb OMD and A&EDDB – Extending Monty Beyond the TV ScreenMeadowhall Shopping Centre and Smart-Focus – Ladies’ Night 2015

FINALISTS

Dulux UK, BBH and WIREWAX – Explore Colour: Interactive FilmLoopMe – StudioCanal: Shaun the SheepMillennial Media & Empowering Media at Aegis – Microsoft CloudUniversal Music, Sky and Mediacom – Universal Music launch Sky’s SnapChat Discover HubVizeum Amplif i and Opera Mediaworks – Stella Artois World’s Greatest Events

USE OF VIDEO

Jaguar and Mindshare – Feel Wimbledon

IN-STORE INITIATIVE

Virgin Holidays and Manning Gottlieb OMD – Virtual Holidays

LOYALTY CAMPAIGN

Carling and Hi Mum! Said Dad – Carling iPint: Cheers to Win



MOST EFFECTIVESEARCH CAMPAIGN

WINNERSamsung, Starcom Mediavest and Google – Samsung Search Goes Viral

For the launch of the Galaxy S6, Samsung and Starcom Mediavest created a cheeky campaign

that was highly visible on mobile. To ensure maximum visibility on smartphones,

mobile bid modifiers were applied in AdWords, and mobile-optimised ad copy was also used, so the ad appeared correctly across all smartphone screen sizes and allowed for it to be easily shared and circulated.

The campaign took advantage of the rising volume of ‘iPhone 6S’ searches and displayed cheeky messages informing customers searching for ‘iPhone 6S’ of their ‘awkward mistake’. Surely in searching for the ‘6S’ they had made an error and meant the ‘Galaxy S6’? The campaign went viral, and while the results are confidential, they, combined with the disruptive nature of the campaign, were enough to give it the edge over its rivals in this category.

Whose says search can’t be creative?

FINALISTS Football Super Tips and Liberty Marketing – Transfer Deadline Day QuizLV= and Google – LV= Mobile Enhancement

HIGHLYCOMMENDEDBenefit Cosmetics and Liberty Marketing – Local SEO

Benefit Cosmetics tasked Liberty Marketing with the job of increasing footfall in its stores, with a particular emphasis on driving bookings to its BrowBar

Beauty Lounges. Liberty already managed a successful PPC campaign for Benefit, but for this

task, Liberty advised Benefit to leverage the high level of mobile searches that have a local intent, and focus on increasing their visibility in local search results.

Liberty took over Benefit’s local listings and re-structured them, removing ones for stores and concessions no longer there, and putting new listings into place for those that weren’t showing. It also branded the listings, optimised them, and standardised citations across the web so that Google’s trust in each linking improved, all in one month.

There are now 400 map listings for Benefit live on Google Maps, all on a fraction of the budget that would have been required to achieve the same outcome using paid search.

By taking a logical, practical approach, Liberty over-delivered on the campaign objectives and KPIs, while working within the confines of an extremely small budget.


#emmas 23

MOST EFFECTIVE ...

FINALISTS

Airpush – Stand Up To Cancer

Vodafone and Mapp Media – The Big

Poppy Run

Specsavers and Manning Gottlieb OMD – SWOTY

Each year, Specsavers runs the Spectacle Wearer Of

The Year (SWOTY) competition to combat the negative stigma sometimes associated with wearing glasses. The company donates £1 to anti-bullying charity Kidscape for every entry received. The campaign encourages consumers to upload a photo of themselves wearing their glasses, followed by a public vote to decide their SWOTY winner for 2015.

This year, for the first time, it went mobile-only. A frictionless upload process enabled entrants to submit their entry via a mobile-optimised site or via a rich media ad unit and the hashtag #LoveGlasses was used to drive the competition on social.

The campaign exceeded all key KPIs, attracting twice as many entries as the previous year and helping to drive a 45 per cent year-on-year increase in donations to Kidscape.

CHARITY CAMPAIGN

FINANCIAL SERVICES CAMPAIGN

ENTERTAINMENT CAMPAIGN

TRAVEL & TOURISM CAMPAIGN

Lloyds Banking Group – Lloyds Mobile Banking App

With this app, Lloyds sought to take a mobile-

first approach, offering secure yet easier and faster mobile banking access to its 6m mobile banking customers. Customers can log in to the app securely in three clicks, reducing login time from 45 seconds to 10. New payments have also been speeded up, and over 30 new products and services have been baked into the app.

The improvements have been well received, with a 5-star rating in the Apple App Store, monthly customer logins up 89 per cent, and an 85 per cent increase in customers rating the login process as ‘excellent’. Nicely done.

Cineworld and Starcom Mediavest – Cineworld Unlimited Card

The Cineworld Unlimited campaign also took the

award for the Most Effective Location-based Campaign. It fused out of home and mobile advertising and messaging to great effect to raise awareness of the Cineworld Unlimited Card, a monthly subscription product offering customers unlimited movie access for £16.90 per month, that was facing competition from Odeon’s launch of a competing offering.

The campaign succeeded in driving a 5,800 per cent uplift in brand consideration and a cost per acquisition figure 62 per cent lower than the control group. Great results.

Hailo – Drive For Equality

Hailo’s campaign focused on the Gay Marriage Equality

Referendum in Ireland in May. It launched #DriveForEquality, offering free taxis (up to €15) to polling stations in all major Irish cities to encourage people to vote. It was promoted via multiple channels, including a viral video of a “heterophobic” taxi driver, talking to Hailo passengers about his distaste for straight couples to show just how ridiculous discrimination is.

Hailo says the most important result was that the Yes campaign succeeded, but it also saw 30 per cent more new user registrations, while revenues grew by 26 per cent during the campaign. Top work.

FINALISTS

Al Rayan Bank – Mobile Optimisation

Project

Direct Line Group and TouchCommerce

– Direct Line Group Mobile Engagement

Program

Investec and Athlon – Investec Test

Tracker

LV= and Google – LV= Mobile

Enhancement

Mastercard, Blis and Vizeum – Location

Targeting

FINALISTS

Channel 4, OMD UK and Mobile5 –

Cucumber, Banana, Tofu

Cineworld – Cineworld Unmissables

Mapp Media and Mediacom – James

Bay

Millennial Media, AvatarLabs and MEC

Los Angeles – Paramount Pictures,

Transformers: Age of Extinction

Universal Music and Mediacom – Effec-

tively Targeting Spotify Users on Mobile

Universal Music, Sky and Mediacom –

Universal Music launch Sky’s SnapChat

Discover Hub

FINALISTS

OMD Hilton Hotels and Resorts and

OMD UK – Our Stage, Your Story

Addison Lee and Unique Digital –

Driving Hyperlocal Bookings

Bravof ly Lastminute.com Group with

Jumio

Hotels.com and Fetch – Hotels.com

EMEA Mobile Week

TUI and Mediacom – Thomson

Holidays Sensatori: Discover Your Smile

Nimbletank and Minicabit – Minicabit

iOS and Android Mobile Apps

Virgin Holidays and Manning Gottlieb

OMD – Virtual Holidays



WINNERJaguar and Mindshare- Feel Wimbledon

The judges were unanimous in their decision to award the Grand Prix to

the Jaguar/Mindshare Feel Wimbledon campaign.

It’s a campaign that perfectly embodies Jaguar’s core values as a creator of sensory and emotive experiences, and more to the point, kicked off Jaguar’s partnership with Wimbledon in the best possible way. “I can’t wait to see what they come up with next year,” said one judge.

The campaign involved distributing wearable tech to tennis fans watching the Wimbledon Championships. The devices captured their emotional response to the action, while beacons in the ground captured the atmosphere and the energy of the tournament. The data was analysed and interpreted and then used as the basis for a ton of

content – around 24 pieces for each day of the tournament. This was streamed to a dedicated mobile site, and also seeded via social channels and giant outdoor screens.

The result of all this activity was that Jaguar was the most talked- about brand on social media across The Championships fortnight, achieving a 27 per cent share of voice, outperforming long-standing partner brands such as Stella Artois and Evian. The #FeelWimbledon hashtag, meanwhile, was used almost 8,000 times, the most used hashtag of any partner brand.

Congratulations to both Jaguar and Mindshare for a fantastic piece of work that serves as a textbook example of how to successfully leverage a major event partnership.

GRAND PRIX


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2015 effective mobile marketing awards supplement

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