effective mobile marketing awards winners 2014

MobileMarketing

AWARDSSPECIAL

DECEMBER 2014 NEWS VIEWS ANALYSIS

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EFFECTIVE MOBILE MARKETING AWARDS

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DECEMBER 2014 AWARDS SPECIAL

Celebrating ExcEllEncE

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 al-most impossible job of separating the outstanding from the merely excellent.

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

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

EFFECTIVEMOBILEMARKETINGAWARDS

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 num-ber 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 cam-paigns 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 Digital Creative SpecialistsCreating 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.

Richard Sheridan - Creative Services Director - [email protected] / 020 3178 7205


MOST EFFEcTIVE aDVertiSing netWOrK

Winner

Highly

This is always one of the most competitive catego-ries in the Awards and this year was no exception.

A true mobile-first company, Millennial has developed its offering sig-nificantly in recent years, with data and intelligent, sophisticated targeting at the heart of things. The company has also strength-ened 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 part-nerships with third-party data providers including BlueKai, Experian and Mas-terCard.

As of 30 June 2014, Mil-lennial Media reached over 650m monthly unique users globally via more than 60,000 apps on the Millen-nial 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.

Millennial Media

loopMeLoopMe 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 in-app, without the need for an SDK.

The judges were im-pressed also by the mas-sive 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.

FinaliStSAirpush Air DSPJuice Mobile – NectarLeadboltOpera Software – Sponsored Web PassSonata LocalVdopia .VDO

commended


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MOST EFFEcTIVE ADVERTISInGteCHnOlOgY PlatFOrM

WinnerTracking 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 statis-tical 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-De-vice Advertising Platform, where advertisers and agen-cies can set up and manage campaigns and specify tar-get audiences, or through their existing relationships with Drawbridge partners who use the Drawbridge cross-device data map on their platforms.

The company’s ‘Con-nected Consumer Graph’ includes 1.1bn consumers across 2.6bn devices. Im-pressive technology, and a worthy winner.

Drawbridge

blisMediaLocation 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 where-abouts. It then layers addi-tional 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 serv-ing platform then serves the consumer a relevant ad at the most appropriate time, in the most appro-priate place, based on their location history, typically with impressive results.

FinaliStSactionX – Mobile Pop-up Shopadbrainamobeebyyd techCeltra adCreatorFiksu

Highlycommended

AWARDS SPECIAL DECEMBER 2014

6 www.mobilemarketingmagazine.com

localyticsSimartis bubbleSomo lithientxad


MOST EFFEcTIVEMObile-FirSt SerViCe


WinnerPaym enables UK mobile users to send and receive payments securely between current accounts of UK banks and building soci-eties. 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-tar-geted mobile banner adver-tising; 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.

Paym and the7Stars

nimbletank - SoundjackSoundjack 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 Sound-jack was so successful that within three months of its launch, its largest US com-petitor acquired Soundjack to establish the service across Europe to an addi-tional 40,000 venues during 2015-2016.

FinaliStSadbrainDeutsche Post – SiMSmeDrawbridgegreggs and eagle eye – greggs rewardslocalyticsOpenMarket Mobile engagement PlatformOpera Software – Sponsored Web PassVdopia .VDO

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Highlycommended


MOST EFFEcTIVEaPP Or Site bUilDing PlatFOrM


WinnerKirin is Future Platform’s cross-platform develop-ment 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 busi-ness and application logic just once, resulting in a significant reduction in the cost of development, support and maintenance when building cross-plat-form 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, Wem-bley Stadium, the Barclays Premier League, and Dom-ino’s Pizza’s eCommerce apps, which generate more than £4.5m worth of orders every week.

Future Platforms - Kirin

The Harvey Nichols site, designed in-house and built by Ampersand Com-merce, is a great-looking mobile commerce plat-form. 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 in-store 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 transac-tions, revenue from mobile traffic, and average order value on mobile devices, is extremely convincing.

FinaliStS9xb – WYgaccenture – accentureFolk – Finisterre Cold Water Surfisbank

FinaliStSPoq Studiotouchwonders – Highstreet

Winnerampersand – Harvey nichols Making luxury Mobile

MOST EFFEcTIVEMOBILE OR RESPONSIVE SITE



BlisMedia purifies location data to power the most accurate, targeteddigital ad campaigns on the market. Any device, any place, any time.

[email protected] . www.blismedia.com . +44 (0)203 451 9820


MOST EFFEcTIVE COnSUMer aPP

WinnerFollowing 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 down-loaded 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.

Mothercare and nn4M – The Mothercare Android App

Future Workshops – The Open championshipThis app was designed as a companion to this sum-mer’s British Open golf tournament. It offered a timeline of events, inter-active course guides, live video streams, scoreboards and video highlights from the event.

Future Workshops also worked with the event

organisers to install bea-cons 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.

FinaliStSaSDa – aSDa recipesCanal & river trust – readymade #WaterwayDaysCHS and SUbWaY – SUbCarDgreggs and eagle eye – greggs rewardsHotels.comisbank – isCep banking appOMD UK and livity – nSPCC and Childline ZipitPlastic Mobile – beyond the racktesco and engine Creative – tesco Discover ar Platform



Highlycommended


MOST EFFEcTIVE tablet aPP

Winner

Highlycommended

Vue’s digital magazine is everything a great tablet app should be: engaging, entertaining, feature-filled yet never less than intui-tive 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 direct-ly from the app.

Just as impressive as the content is the user inter-face. 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-book-ing action direct from the app. So the app is not just engaging with its users, it’s prompting them to buy.

Publicis-blueprint – Vue Tablet app

iriS Software Systems and Kempinski Hotels – iRiS Guest ValetiRiS 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.

FinaliStSHotels.comMothercare and nn4M – the Mothercare iPad appSomo and de beers – For You Forever

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MOST EFFEcTIVE PrOgraMMatiC bUYing CaMPaign

WinnerQriously’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 click-and-collect grocery service and home delivery start-ing from £1. The multiple choice questions identified over 36,000 consumers who found in-store grocery shopping a burden, then retargeted these ‘handrais-ers’ 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 like-ly to be interested in the of-fer, the campaign delivered a total unique clickthrough rate of 32.3 per cent, way above industry standards.

tesco, Qriously and initiative – £1 Delivery vs. click & collect

Sony Pictures and Manning gottlieb OMD – The Amazing Spider-Man 2 Draw Something PartnershipThis campaign aimed to re-engage the Spider-Man franchise’s core 7-14 demo-graphic 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 account-ing for a large part of this younger audience’s time on mobile (as well as mums) Sony Pictures partnered with Zynga via an integra-tion 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 engage-ment 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.

FinaliStSbyyd tech – Sony Xperia Z1Fiksu – Storytree Simpleprints

MOST EFFEcTIVE natiVe aDVertiSing CaMPaign

Winner

FinaliStSloopMe and Mediacom – Selfridge’s the beauty ProjectStarbucks and Manning gottlieb OMD – Frappuccino & Youtube PartnershipWeve – Microsoft Windows Phone 8




MOST EFFEcTIVEriCH MeDia CaMPaign

Winner

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 Gottli-eb OMD used data from iTunes, InMobi, Experian, BlisMedia and Weve to target consumers. It then worked with Mobile5 to develop a rich media cre-ative 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.

Manning gottlieb OMD & Mobile5 – Renault ZOE locate and Personalise

Millennial Media – north Face never Stop ExploringThe 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 con-tent 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.

FinaliStSBlisMedia and Starcom Mediavest – Spotify Story TellingDeutsche Post – SiMSmeMillennial Media & Havas Media – Malibu best Summer evernissan and Manning gottlieb OMD – QQ Digital Cover WrapsStarbucks and Manning gottlieb OMD – Frappuccino & Youtube Partnershiptapjoy and Omnicom – experian Credit expert

FinaliStSamobee – ebay build Your WorldAmobee – InfinitiJX 3D OMD UK, Mobile5, YOC and Coty UK – Rimmel London rita Ora Colour rush CollectionblisMedia and Starcom Mediavest – Spotify Story tellingloopMe and Mediacom – Sky ChristmasMillennial Media - north Face never Stop exploringMillennial Media & Havas Media – Malibu best Summer everMindshare and itV – itV Player Me timeMindshare and Unilever – Hellmans Makes it

MOST EFFEcTIVEUSe OF ViDeO

Winner

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EFFECTIVEMOBILEMARKETINGAWARDS PeOPle’S cHOIcE



WinnerUber 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) valua-tion 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.

Uber

googleFrom 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

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

MOST EFFEcTIVE branD

BEST TEcHnOlOGY PrOViDer

Winner

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.

EFFECTIVEMOBILEMARKETINGAWARDS PeOPle’S cHOIcE

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Winner

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 represent-ed the EMEA region on Mindshare’s Global Mobile Taskforce, ensuring that the right partnerships and

technologies were on the table during this trans-formative period for the agency. James took up the role of global mobile di-rector 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.

James Chandler, Global Mobile Director, Mindshare

MindshareMindshare has demonstrat-ed a long-standing commit-ment 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, demon-strating particular success in emerging markets.

MOBIlE MARKETER OF tHe Year

MOST EFFEcTIVE agenCY

Winner


MOST EFFEcTIVESOCial CaMPaign

WinnerOMD’s campaign for Ce-lebrity Cruises tapped into the explosive growth of taking and sharing photos on smartphones to address negative perceptions about cruises among UK holiday-makers. 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 Ce-lebrity 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.

OMD UK – celebrity cruises #SmartSnaps

iKea, iMimobile and liDa – IKEA FamilyThis campaign targeted IKEA customers in Dublin who were part of the IKEA FAMILY loyalty program, which has over 4.8m mem-bers in the UK and Ireland, including over 250,000 in Dublin. It promoted IKEA’s new garden range and en-couraged 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 impres-sive, with the activity driving substantial footfall, engagement and sales.

FinaliStSgenesis Charlestown – ‘ZerO’ Campaign via MObiPOStMindshare and Unilever – Flora WeveOpen Fundraising – World Vision Child SponsorshipWeve – Microsoft Windows Phone 8



FinaliStSloopMe and Mediacom – Selfridge’s the beauty ProjectManning gottlieb OMD and Starbucks – Frappuccino & Youtube PartnershipPancentric Digital – bluewater Christmas CrackerPancentric Digital – #Silverstone50

WinnerMOST EFFEcTIVEMeSSaging CaMPaign

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MOST EFFEcTIVEMeSSaging CaMPaign


MOST EFFEcTIVECrM CaMPaign

WinnerThe SUBWAY SUBCARD app enables SUBWAY cus-tomers in the UK, Ireland and Germany to engage with the European SUB-CARD 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 mo-ment’ feedback about their most recent experience in

store via the app’s ‘TellSUB-WAY’ survey feature.

The app has been well received by SUBWAY cus-tomers, with 1.2m down-loads 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 plas-tic loyalty card holders, and also have a higher average order value.

CHS and SUbWaY – SUBcARD

John Lewis & Manning Gottlieb OMD – christmas Bear and HareLast 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-Fac-tor 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 Advertis-ing Campaign overall, from the winners of the other ‘Campaign’ categories.

FinaliStSAmobee – Ford F150 3Dbyyd tech – Sony Xperia Z1Mindshare and Unilever – Dove Men+Care: 6 nationsManning gottlieb OMD & Mobile5 – renault ZOeMindshare and Unilever – Walls ice-cream: thermal activated MediaOMD UK and McDonald’s UK – McFlurry Music Mix-UpSony Pictures and Manning gottlieb OMD – the amazing Spider-Man 2 Draw Something Partnership

FinaliStSlida – O2 Follow Me in 5DSimartis bubble

WinnerMOST EFFEcTIVEbranD CaMPaign

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MOST EFFEcTIVE SaleS PrOMOtiOn CaMPaign

Winner

Highly

This campaign aimed to drive awareness of the Walls ice cream range across the summer and encourage purchase, spe-cifically 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 weath-er 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.

Mindshare and Unilever – Walls Ice cream: Thermal Activated Media

iKea, iMimobile and liDa – IKEA FamilyThis SMS campaign tar-geted 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 en-couraged 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 confi-dential, they were hugely impressive, with the activity driving substantial footfall, engagement and incre-mental revenue for IKEA Dublin. A great example of the power of SMS.

FinaliStSEagle Eye and Marks & Spencer – M&S My Offersi-movo and Walker’s – Gary’s Great Ingredient HuntManning Gottlieb OMD & Mobile5 – Renault ZOEMindshare and Unilever – Flora Pro.activ With WeveOMD UK – Celebrity Cruises #SmartSnapsOMD UK and McDonald’s UK – McFlurry Music Mix-UpOpen Fundraising – World Vision Child Sponsorship

commended

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MOST EFFEcTIVEtablet aDVertiSing CaMPaign

Winner

To launch Rimmel Lon-don’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 sig-nature and arrows direct-ing the user towards the full range of hot & cool nail

and lip products, encour-aging users to customise Rita’s nail and lip colour by tapping on different shades. The ad also included a ‘be-hind 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.

OMD UK and Coty UK – Rimmel london Rita Ora colour Rush collection

OMD UK and livity – nSPcc and childline ZipitIn 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 cam-paign embraced desktop and mobile display, Face-book posts, paid search, vlogger outreach, out of home advertising and a tie-up with Hollyoaks, driving 50,000 downloads at the time of entry.

FinaliStSHotels.com – Captain ObviousJohn Lewis and Manning Gottlieb OMD – Christmas Bear and Hare Mindshare and Unilever – Hellmans Makes itOMD UK and McDonald’s UK – McFlurry Music Mix-UpSomo and Shop Direct – Very.co.uk Christmas Campaign

FinaliStSMillennial Media & Havas Media – Malibu best Summer everMindshare and Unilever – Hellmans Makes itnissan and Manning gottlieb OMD – QQ Digital Cover Wraps

WinnerMOST EFFEcTIVEintegrateD CaMPaign




MOST EFFEcTIVE in-StOre initiatiVe

Winner

Highly

To complement a global packaging rebrand, Cad-bury engaged Hi Mum! Said Dad to create a rich off-pack mobile experience for its Dairy Milk brand. The new pack design fea-tures 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 sepa-rate, 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, con-suming the entire catalogue of content. The site sees an average of 1,800 visits on a typical day.

Cadbury’s and Hi Mum! Said Dad – Joy Box

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

Wretch32 and DJ Fresh performed alongside celeb-rity guests.

The campaign reached over half of all 16-24’s in the UK, and over the cam-paign period, drove 57,000 unique cup scans and 171,000 portal page views, with over 65 per cent of McFlurry cup scans result-ing in competition entries. The campaign also had a positive impact on sales.

FinaliStSCHS and SUBWAY – SUBCARDSmartFocus – Meadowhall Ladies’ NightTesco and Engine Creative – Tesco Discover AR Platform

commendedMOST EFFEcTIVEintegrateD CaMPaign

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MOST EFFEcTIVE USe OF PaYMent teCHnOlOgieS

Winnerbango – The Bango Payment PlatformBango 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 integra-tions, and powers mobile payments for Amazon, BlackBerry World, Face-book, Firefox Marketplace, Google Play, Samsung and the Windows Phone Store.

MOST EFFEcTIVE CHaritY CaMPaign Or SOlUtiOn

WinnerCancer research UK – Play to cure: Genes in SpaceGenes 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 anal-yse data that would other-wise 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 classifi-cations, again busting the inital target of 1.6m.

MOST EFFEcTIVE FinanCial CaMPaign Or SOlUtiOn

Winnerlloyds banking group – lloyds Banking Mobile BankingLloyds’ 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 ap-pealing and intuitive, and consumers have responded enthusiastically, with over 1.5m downloads as of 12 August 2014.

MOST EFFEcTIVE entertainMent CaMPaign Or SOlUtiOn

WinnerBT and Affiliate Window – BT Sport

In 2013, BT tasked its affili-ate agency, Affiliate Win-dow, 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 cam-paign 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.

FinaliStSgreggs and eagle eye – greggs rewardsJudo Payments – JudoPay

FinaliStSCanal & river trust – readymade #WaterwayDaysOMD UK and livity – nSPCC and Childline ZipitOpen Fundraising – Diabetes UK awareness CampaignOpen Fundraising – World Vision Child SponsorshipSport relief and Hi Mum! Said Dad – Make every Mile CountWPn Chameleon – UniCeF UK Mobile Web Donations

FinaliStSgetin noble bank – getin Mobile the7Stars – Paym launch

FinaliStSblisMedia and Starcom Mediavest – Spotify Story TellingFuture Workshops – the Open Championship Jam – Pointless Mindshare and itV – itV Player Me timeSony Pictures and Manning gottliebOMD – the amazing Spider-Man 2 Draw Something Partnershiptapjoy – now tV Subscriptions




MOST EFFEcTIVE traVel & TOURISM CAMPAIGN OR SOLUTION

Winner

Highly

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 proper-ty 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 Engage-ment Programme, which enables luxury brands to engage with the hotel’s affluent consumers, gener-ated a significant additional income stream.

iriS Software Systems and Kempinski Hotels – iRiS Guest Valet

Canal & river trust – Ready-made #WaterwayDaysThis good-looking app forms part of a visitor mar-keting initiative targeted at families who don’t currently visit the UK’s canals and rivers. It delivers relevant, fun and practical informa-tion about the UK’s fantas-tic 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, spread-ing awareness of the app and the UK’s waterways, and encouraging repeat us-age at each new destination they visit.

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

FinaliStSBlisMedia and Mindshare – Three Feel at Home Golfbreaks – Golfbreaks.comHi Mum! Said Dad – Contiki Shout!Hi Mum! Said Dad – Penguin Ahoy Royal CaribbeaniRiS Software Systems Ltd and Kempinski Hotels – iRiS Guest Valet Hotels.comOMD UK – Celebrity Cruises #SmartSnapsThames Clippers and Masabi – Mobile Ticketing TUI Travel, AKQA and DogFi.sh – TUI Digital Assistant

commended

23#emmas



MOST EFFEcTIVE retail CaMPaign Or SOlUtiOn

Winner

Highly

This IKEA campaign shows the power of mobile in general, and SMS in partic-ular, to drive retail footfall. The SMS campaign target-ed 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 com-munications vehicle for the campaign owing to its much higher engagement

rate, compared to email. IKEA used IMImobile’s

DaVinci Campaign Manag-er, create, deliver, track and measure the SMS cam-paign. 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 substan-tial increases in both store visits and sales.

iKea, iMimobile and liDa – IKEA Family

SmartFocus – Meadowhall ladies’ nightLadies Night at Meadowhall Shopping Centre in Shef-field 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 Smart-Focus, to stage a digital treasure hunt. Users visited predefined ‘hotspots’ within the shopping centre to un-lock prizes within the app,

activated by the beacon. On the night of the

event, the app was down-loaded 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 re-deemed on the night from the retailers involved. A great and effective use of cutting-edge mobile tech.

FinaliStSAmobee - eBay Build Your World ASDA – ASDA RecipesGreggs and Eagle Eye – Greggs RewardsJohn Lewis and Manning Gottlieb OMD – Christmas Bear and HareOMD UK and McDonald’s UK – McFlurry Music Mix-Up

commended



Take once a day to relieve the symptoms of mobile planning and buying

The world’s first dedicated mobile demand side platformFor many media agencies, planning and buying on mobile can be a painful experience which is why we built StrikeAd Solo™; a single platform through which you can plan, execute, evaluate and optimise all your mobile campaigns, in real-time and on a global basis.

StrikeAd Solo™: Makes the process of running mobile campaigns across multiple devices and geographies much easier. Our Real Time Bidding Engine ensures you are buying only the inventory that works for your clients and optimises automatically.

StrikeAd Engage™: If you’d like to test the effectiveness of our platform but are not in a position to license technology yet, we also offer a fully managed service. Send us your RFP and we will respond with prices and case studies to illustrate how we can add tangible efficiencies to your mobile plans.

London +44 207 290 0380New York +1 646 581 9300Chicago +1 312 5601571Singapore +65 9611 7669

[email protected]

ad_fusion_240x330_JUL14_print.pdf 1 18/07/14 14:57

25#emmawards


Take once a day to relieve the symptoms of mobile planning and buying

The world’s first dedicated mobile demand side platformFor many media agencies, planning and buying on mobile can be a painful experience which is why we built StrikeAd Solo™; a single platform through which you can plan, execute, evaluate and optimise all your mobile campaigns, in real-time and on a global basis.

StrikeAd Solo™: Makes the process of running mobile campaigns across multiple devices and geographies much easier. Our Real Time Bidding Engine ensures you are buying only the inventory that works for your clients and optimises automatically.

StrikeAd Engage™: If you’d like to test the effectiveness of our platform but are not in a position to license technology yet, we also offer a fully managed service. Send us your RFP and we will respond with prices and case studies to illustrate how we can add tangible efficiencies to your mobile plans.

London +44 207 290 0380New York +1 646 581 9300Chicago +1 312 5601571Singapore +65 9611 7669

[email protected]

ad_fusion_240x330_JUL14_print.pdf 1 18/07/14 14:57

4:30pm

3:00pm11:30am

#MOVEWITHMOBILE

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this year’s EMMAs.

effective mobile marketing awards winners 2014

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