2016 Awards Supplement

DECEMBER 2016

l a i c e p S s d r a w A Supported by

the message. the corner. pinpoint them.

AWARDS

AUGUST 2015

getting geotargeting RealLiverpool time, highisproximity the message. from your local paper?

How it works

Are you looking for a smarter way to promote your brand to a local or regional audience in the Merseyside area? Then welcome to pinpoint. We’re the new, smart advertising With our easy-to-use online portal, y platform that lets local businesses put their brand in the can target smartphone users within hands of smart phone users with targeted mobile messages. specified geographic location such a re for way to your re you you looking for a a smarter smarter waydon’t to promote promote your brand brand to et’s getlooking to the point; customers hang around theseto a postcode, point of interest or stree local or regional audience in the Merseyside area?

Then the poweryou of Send mobile localTo orUnlock regional audience in location the Merseyside area?

Then ays. make an impact, need to be smart, fastadverts and to name. to pinpoint.

We’re the new, smart advertising users within a specified catchment relevant to your nelcome target.

That’s where pinpoint comes inarea - the new, smart elcome to pinpoint.

We’re the new, smart advertising With our With our easy-to-use online portal, you With oureasy-to-use easy-to-useonline onlineportal, portal,you atform that lets local businesses put in or business dvertising platform that lets businesses putbrand their brand atformbrand that lets local businesses put their their brand in the the in can target smartphone users within Your targeted audience receives a push can target smartphone users within a you can target smartphone users a ands of smart phone with targeted mobile messages. e hands of smartphone users with targeted, location-based ands of smart phone users users with targeted mobile messages. geographic location such as notification with a specified call-to-action to visit your specified geographic location such as within a specifi ed geographic location re you looking for amobile smarter way to promote yourDeliver brand to your messages via the Target users at scale obile messages.

How it works a postcode, point of interest or street business. local or regional audience in the Merseyside area?

Then a postcode, point of interest or street such as a postcode, point of interest nlock the power of location Send mobile adverts to apps that people use every day,mobile such asadverts Liverpool nlock the power of the location Send to Echo, The name. elcome to pinpoint.

We’re new, smart advertising name. or street nlock the power of location Send mobile adverts to With our easy-to-use online portal, you name.

Mirror and Mirror Football sers within a specified catchment area relevant to your atformwithin that letsalocal businesses put their brand the sers specified catchment areain relevant to your Drive valuable high street footfall can target smartphone users within a sers within a specifi ed catchment area relevant to your rand or ands of smart phone users with targeted mobile messages. rand or business business or online traffic your store with our entry specified geographic location such as Your push Your targeted targeted audience audience receives receives a ato push rand orAchieve businessmultiple aims Use pinpoint to drive traffic to a postcode, point of interest or street level package starting from just £300 for 2,00 notification with a a call-to-action call-to-action to to visit visit your your nlock the power of location Send mobile adverts your physical outlets and events ortoonline to websites, app notification notifi cation with arget mobile users at scale Deliver your messages via the name. arget mobile users at scale Deliver your messages via the messages! sers within a specified catchment area relevant to your business. arget mobile users at scale Deliver your messages viaThe the downloads or offers pages business. pps that people use every day, such as Liverpool Echo, rand or business pps that people use every day, such as Liverpool Echo, YourThe targeted audience receives a push pps that people use every day, such as Liverpool Echo, The irror and Mirror Football notification with a call-to-action to visit your Get in touch today, quote ‘ECHO’ and we’ll irror and Mirror Football Drive valuable high footfall irror mobile and Mirror Football arget users at scale yourNo messages via be the tech-savvy; Simple and easyDeliver to use need to Drive valuable high street footfall Driveextra valuable high street street footfall business. give you 20% messages FREE across our Gold, pps that with peoplepinpoint use every day, such as Liverpool Echo, The or online traffic youUse canpinpoint self-serve,toordrive we can develop your or online traffic to your store with our entry orBronze onlinepackages. traffic to to your your store store with with our our entry entry chieve multiple traffic to irror and Mirror Footballaims Silver and chieve multiple aims Use pinpoint to drive traffic to traffi c level package starting from just £300 Drive valuable high street footfall messaging for you if you opt for a managed service option level for 2,000 level package package starting starting from from just just £300 £300 for for 2,000 2,000 our physical outlets and events or online to websites, app or online traffic to your store with our entry our physical outlets and events or online to websites, app messages! chieve multiple aims Use pinpoint to drive traffic to messages! messages! ownloads or or offers offers pages pages level package starting from just £300 for 2,000 ownloads

How How ititworks works Howit works

our physical outlets and events or online to websites, app ownloads or offers pages

ToGet pinpoint your next customer: and we’ll Get in touch today, quote ‘ECHO’ andand we’ll Get in in touch touch today, today, quote quote ‘ECHO’ ‘MIRROR’ we’ll imple and easy to use No need to be tech-savvy; imple and easy to use No need to be tech-savvy; imple and easy to use No need to be tech-savvy; Get in touch today, quote ‘ECHO’ and we’ll give you 20% extra messages FREE across our Gold, imple and easy to use No need to be tech-savvy; give you 20% extra messages FREE across our Gold, ith pinpoint you can self-serve, or we can develop your givere-boots you 20% extra messages FREE acrossfor our Gold, ith pinpoint you can self-serve, we can develop your Powered by Trinity Mirror, pinpoint local the 21st century. ith pinpoint you can self-serve, or we can or develop yourpinpoint Silvermarketing and Bronze packages. packages.

“We used to drive Silver and Bronze Silver and Bronze packages. essaging you for managed essaging for for you you if you if for opt a managed optionservice essaging for you ifopt you opt for a a service managed service option option enquiries@pinpoint.tm messages!

Visit www.pinpoint.tm Email Our GPS-based, hyper-local adapp platform allows businesses to put their brand in the download of our in

Manchesterusers and saw hands of our smartphone withresults targeted, mobile messages.

To pinpointlocation-based yourTo next customer: To pinpoint pinpoint your your next next customer: customer: 16 times more effective Visit www.pinpoint.tm than conventional banners. of “We pinpoint to drive Visit “Weused used pinpoint to drive download Visit www.pinpoint.tm www.pinpoint.tm Email enquiries@pinpoint.tm download ofused our app in “We pinpoint to drive We recommend pinpoint as “We used pinpoint to drive our app in Manchester and saw results 16 Email Manchester and saw results enquiries@pinpoint.tm Email enquiries@pinpoint.tm download of our app in a new advertising download ofmobile our than app in times more effective conventional 16 times more effective Manchester and results solution.” than conventional banners.

Manchester and saw sawpinpoint results as a banners.

We recommend We recommend pinpoint as 16 times more effective timesadvertising more effective new16 mobile solution.” a newthan mobile advertising smarter local advert i sing conventional banners.

To pinpoint your next customer: than conventional banners. solution.”

We pinpoint A D V E R T Irecommend S I N G We recommend pinpoint as as Visit www.pinpoint.tm a a new new mobile mobile advertising advertising smarter local advert i sing A D V E R T I S I N G solution.” smarter local advert i sing Email:solution.” enquiries@pinpoint.tm

FIND OUT MORE

A D V E R T I S I N G A D V E R T I S I N G

2

www.mobilemarketingmagazine.com

smarter advert ii sing smarter local local advert sing

DECEMBER 2016

AWARDS SPECIAL

Effectively Brilliant MOST EFFECTIVE ADVERTISING NETWORK

I

f our Awards program is any sort of guide, 2016 was another stellar year for mobile marketing. All around the world, brands are waking up to the power of mobile in all its guises, from smartphones and tablets to connected cars and smart homes. And the quality of the entries in this year’s Awards was once again of the highest order.

From Africa to America and from Europe to China, we saw some of the world’s biggest brands and their agencies putting their best foot – and work – forward for the consideration of our judging panel. Our judges’ task was as daunting as ever, sifting through more than 200 entries to filter the excellent, from the merely very good. Thanks to all of them for their efforts.

When you look at the breadth of the entries, and the different sectors now turning to mobile to meet their business objectives – fashion, food and drink, travel, movies, finance, publishing, music automotive, hotels, healthcare – all human life is here. And that’s just the winners.

This year, we handed out Awards in 33 categories, including four People’s Choice Awards, where the winners were chosen by an industry vote, plus an additional Grand Prix Award, for the best piece of work overall, out of all those entries.

Our winners ranged from the small and new, like Dice, which took our People’s Choice Startup of the Year Award, to big, well-established brands like Barclays, Lynx, Levi’s, Jaguar and Unilever. All shared one thing in common – a desire to harness the potential of mobile to create effective, meaningful engagements with consumers that can help build their brand and their business.

Congratulations to all our winners, and to the companies who walked away from the Awards Ceremony with a Highly Commended trophy, in the seven categories where the result was almost too close to call.

We can’t wait to see what next year’s Awards Program brings.

David Murphy, Chair of Judges

#emmas

3

AWARDS SPECIAL

DECEMBER 2016

MOST EFFECTIVE CONSUMER SMARTPHONE APP

WINNER Sliide Airtime – Sliide Airtime Africa

S

liide Airtime provides people with ad-funded access to the internet through their mobile phone in emerging economies, where the average cost of mobile data is disproportionately high compared to people’s incomes. The company launched Africa’s first lock screen content discovery platform in Nigeria in March 2016.

The app provides people with a new way of accessing content from their mobile devices, while simultaneously earning free airtime.

After entering information about their interests, users receive personalised content, including news and entertainment hand-picked from local and international media sources, as well as branded content and ads, as

soon as they wake their phone.

Sliide uses some of the revenue it earns from showing ads on the lock screen to buy mobile data from mobile operators. It then gives this mobile data back to its users, allowing them to access the internet for free, while providing advertisers with a new and unique platform to reach consumers through their most prized and most frequently used device.

After seeing the numbers, which were shared with our FINALISTS judging panel in confidence, Cricket Wireless, SessionM and HackerAgency – Cricket Rewards App the judges John Lewis – John Lewis iPhone App decided that Lloyds Banking Group – Lloyds Banking Group Mobile App Sliide was a Santander and Nimbletank – KiTTi: An Account for Groups clear winner.

Schadeformulier, E-polis and aFrogleap – Schadeformulier app

MOST EFFECTIVE B2B SMARTPHONE APP

WINNER Nimbletank – Kobalt: The Future Of Music

T

FINALIST Renault Italia and OMD – Renault Business Booster

4

www.mobilemarketingmagazine.com

he Kobalt app enables music creators and artists to see where their money is being made, down to the performance of individual songs, type of song, rights or country, all in real time. Since its launch, the app has smashed all its KPIs, and received rave reviews, both from the music press, and the artists themselves, with Jonny Quinn of Snow Patrol and Gary Go, producer and songwriter for Rihanna and other artists, among those heaping praise on it. And despite the huge amount of data it allows artists to access, it’s very easy to use, with an intuitive user interface that makes it just as easy to get a top-line overview or drill down deep into the data.

A worthy winner.

DECEMBER 2016

AWARDS SPECIAL

MOST EFFECTIVE MOBILE PAYMENT SOLUTION

WINNER

Camelot and Barclays – National Lottery Payment With Barclays Pingit

W

orking with Barclays, Camelot launched an innovative payment experience for both National Lottery tickets and Instant Win Games that allows for quick, simple and secure purchases from customers’ mobiles via the Pingit app.

It’s the first new payment option for The National Lottery in more than 10 years,

and the first major merchant on Pingit to integrate registration, blending mobile payments with mobile identity within the banking app.

Since its launch, first time and overall conversion rates have significantly improved. A great outcome for both companies.

FINALISTS Bango – Direct Carrier Billing for Google Play in India Fonix – Tastecard Payments Mahindra Comviva – mobiquity Money Mobile Commerce – MCOM Payout Service

MOST EFFECTIVE PUBLISHER OFFERING

WINNER

Politico, Urban Airship and DigitasLBi – Politico’s EU Referendum Tracker

I

n the run-up to the EU Referendum, Politico created the EU Referendum Tracker, which delivered content and notifications to iPhones via an Apple Wallet pass. The front of the pass featured graphics displaying polling results leading up to the vote on 23 June. After the vote, the pass switched to display live results as they came in from 382 voting districts. The back of

the pass provided summaries and links to Politico’s latest coverage.

Politico’s European newsroom, working with Urban Airship, sent real-time content and notification alerts, informing passholders of key breaking news as it happened, and driving them back to the pass and updated story links.

In a single week between launch and the

referendum vote, Politico surpassed its goal of gaining 10,000 pass-holders, representing 104 countries. Almost three quarters of registered pass users were new to the organization’s database.

FINALIST The Times, Sunday Times and SapientNitro – The Times & Sunday Times app for iOS

MOST EFFECTIVE MOBILE-FIRST SERVICE

WINNER

Nimbletank – Kobalt: The Future Of Music

N

imbletank and Kobalt picked up their second Award for the Kobalt app, which enables music creators and artists to keep tabs on which songs and albums are generating the most money. Blessed with an excellent user interface, the app is great at the detail, but also at presenting the data in more of an overview style, giving artists the best of both worlds. Little wonder that the

app has been so well received by the artists, songwriters and producers who use it.

FINALISTS Camelot – The National Lottery Ticket Scanner Politico, Urban Airship and DigitasLBi – Politico’s EU Referendum Tracker Santander and Nimbletank – KiTTi: An Account for Groups SapientNitro – SpeakEmoji Sliide Airtime – Sliide Airtime Africa

#emmas

5

AWARDS SPECIAL

DECEMBER 2016

MOST EFFECTIVE INTERNET OF THINGS SOLUTION

WINNER

Ampersand & Ampersand – Ogilvy Lab Day Live

O

gilvy hosts 250 clients in its private Lab Day Live event each year. The theme of its latest event was the Internet of Things, and Ampersand & Ampersand was invited to create an app to enrich the audience experience.

It used a network of beacons to deliver exhibitor information and real-time speaker notifications. As delegates were navigating the exhibition space, the list of exhibitors

would reshuffle based on the visitor’s proximity to the exhibitor stands. Delegates were also notified whenever a new speaker was on stage.

Ampersand also gifted a ‘connected cactus’ to each willing visitor to take home.

This triggered the delivery of relevant app content when users approached the cactus, delivering hand-picked, personalised content via the app, long after the day of the event.

FINALIST Freckle – Freckle IoT

MOST EFFECTIVE TABLET APP

WINNER

Nimbletank – Kobalt: The Future Of Music

A

nd back for a third time on the winner’s podium are Nimbeltank and Kobalt for their excellent music industry-focused app.

The tablet version of the Kobalt app does everything the smartphone version does, but on a bigger canvas, making it easier for artists to dig deeper into its rich treasure trove of data. It speaks volumes that in this category the app was up against stiff

competition from John Lewis and another Nimbeltank production, the Forscene touch video editing app, but still emerged triumphant.

FINALISTS John Lewis – John Lewis iPad App Nimbletank – Forscene: Touch-First Video Editing

MOST EFFECTIVE INTEGRATED CAMPAIGN

WINNER

Unilever, Mindshare UK and TMW Unlimited – Lynx CALM

M

ale suicide is the biggest killer of men under the age of 45 in the UK, yet the subject is rarely discussed. Lynx teamed up with UK charity CALM (Campaign Against Living Miserably) to surface the issue and get people talking about it.

For its creative, the campaign used real-time social listening to pick out comparatively trivial topics that were

6

being discussed more than suicide, and then made this point across mobile, social and high-impact, out-of-home sites like London’s Piccadilly One, using the hashtag, #BiggerIssues. Finally, supporters were asked for permission to send out a synchronised ‘thunderclap’ message on International Men’s Day, to increase awareness of the issue.

CALM CEO Jane Powell said: “I’ve seen

www.mobilemarketingmagazine.com

nothing as big, as popular and as far reaching as this in my 10 years of running CALM. I am immensely proud of this campaign.”

FINALISTS Bel UK, OMD UK, Mobile5 and Simbiotik – Babybel Football Jaguar and Mindshare – Jaguar Feel Wimbledon Knorr, Joule, PHD, Mindshare, Edelman and Mullen Lowe – Knorr Love At First Taste

DECEMBER 2016

AWARDS SPECIAL

MOST EFFECTIVE RICH MEDIA CAMPAIGN

WINNER

Knorr, Joule, PHD, Mindshare, Edelman and Mullen Lowe – Knorr Love At First Taste

R

eaching the millennial audience isn’t the easiest challenge for a food brand best known for its stock pots, but this campaign did just that with a viral video showing couples sharing food on a first date. The video itself racked up 112m views across channels, but it was also supported across

social media, with an accompanying ‘flavour profiler’ web app. This garnered over 2.7m social actions taking place in the first two weeks of the campaign, including 400,000 likes and 200,000 shares of the main film and associated assets, with 1.87m people clicking through to find out their own flavour profile.

FINALISTS Heineken, Mediavest and LoopMe – Bulmers M&S and Mindshare – M&S Food Summer Campaign Mobkoi, General Electric and MEC Global – GE Octopus Sky Movies and Weve – The 360-degree Easter Egg Hunt Textlocal – Textlocal SMS Ticketing

MOST EFFECTIVE APP INSTALL CAMPAIGN

WINNER

Virgin Media & RAPP – Wi-fi Buddy

V

irgin doesn’t operate its own mobile network – it uses EE’s, and has to pay for every megabyte of data its customers use. Wi-fi Buddy was conceived as a way of keeping data costs down for both subscribers and Virgin itself.

Via email, SMS and owned media, RAPP reached out to customers with a fixed monthly allowance and those on an

unlimited data tariff alike, showing a benefit message appropriate to their situation: respectively focusing on the cost savings, or the ease of using the app. The campaign drove 377,000 downloads, and reduced total data consumption by 10 per cent. It also clocked up an average SMS response rate of 6 per cent. Impressive figures and a welldeserved winner.

FINALISTS Coral and Somo – Coral Sportsbook Euro 2016 Campaign Nasmedia and 4:33 – Lost Kingdom UA Campaign

MOST EFFECTIVE PROXIMITY MARKETING CAMPAIGN

WINNER

Amstel, Tesco, One Stop, Starcom Media Group, IRI and Blis – Amstel: Tesco & One Stop

A

mstel took an innovative approach to launching its lager brand into the offtrade retailer space. Leveraging location, it was able to accurately identify its premium 25-44 male audience via their real-world behaviour, and then reach them at the optimum point to drive footfall and sales to Tesco, its key retail partner.

The campaign saw great results, with a 19.7 per cent increase in sales of the featured Amstel products, and a 27.8 per cent increase in sales of all Amstel-branded products for the duration of the campaign period.

Amstel also outperformed its competitors both during the campaign and in the weeks beyond. A terrific piece of work.

FINALISTS Barclays, Maxus and TabMo – Barclays London Calling Bus London, Proxama, Mapway and Exterion – Bus London Hewlett Packard Enterprise Services and PHD Singapore – HPrecision Ambush M&S and Mindshare – M&S Food Summer Campaign Lidl, RUN and Starcom – Lidl Core

#emmas

7

AWARDS SPECIAL

DECEMBER 2016

MOST EFFECTIVE NATIVE ADVERTISING CAMPAIGN

WINNER

Paramount Pictures International, MEC and Phunware – Mission: Impossible - Rogue Nation

T

o promote Paramount Pictures International’s summer blockbuster, MEC partnered with Phunware to integrate the film and its characters into two popular mobile biking games via two custom levels, featuring characters based on those from the film.

The result was a 360-degree experience that allowed users to learn about the film while

having fun with the games they already loved.

The Phusion native brand placements delivered 13m gameplays against the target audience. In addition, the media portion of the campaign delivered an 87 per cent video completion rate and a 6.65 per cent clickthrough rate. The movie was one of Paramount’s most successful titles at the box

office last year, raking in $65m (£53m) on its opening weekend.

A fantastic campaign that smashed all its KPIs, and a richly-deserved winner of the Native Advertising category.

FINALIST InSkin Media – PageSkin Edge on Smartphone

MOST EFFECTIVE PROGRAMMATIC CAMPAIGN

WINNER

Strongbow, Blis and Mediavest – Strongbow Cloudy Apple

M

ediavest turned to mobile to launch Strongbow Cloudy Apple. Location was used in three ways. Firstly, the target audience was hit with a rich media ad when they were close to Cloudy Apple OOH (Out of Home) sites, effectively delivering a double impression. In addition, devices that had visited supermarkets and pubs selling Cloudy Apple twice over the last month were

sent an ad when they were at home with time to engage with the content. Finally, an ad, including directions, was served to people in the target audience when they were within a 10-minute walk of a Cloudy Apple pub or supermarket.

The campaign delivered a 19 per cent uplift in consideration for Strongbow Cloudy Apple, and an 18 per cent uplift in purchase

intent. Additionally, a footfall study revealed a 1.05x uplift in footfall to store, and a 1.35x uplift into pubs versus the control group.

FINALISTS Lidl and Starcom – Lidl Easter Made.com and Criteo – Criteo and Made.com Go Mobile New Look and Criteo – Connect the Consumer Travel Republic and Criteo – Criteo and Travel Republic Take Off

MOST EFFECTIVE BRAND CAMPAIGN

WINNER

Levi’s and OMD China – The Levi’s Campaign That Levi’s Didn’t Create

L

evi’s was facing a huge brand perception problem in China, having lost its denim leadership to rival Lee. To address the problem, OMD China and Levi’s invited Millennials to create their own version of Levi’s ‘We Are Original’ campaign.

They partnered with mobile music app, Tencent’s QQ, selecting songs that best embodied Levi’s brand spirit. Millennials

8

playing any of these songs unlocked Levi’s original images and were then invited to create a strapline to go with the image, and share it.

Over 2.6m Levi’s ads were created by Millennials in just two weeks, and the campaign achieved an additional 2.9m consumer engagements in the form of likes, forwards, comments and shares.

www.mobilemarketingmagazine.com

FINALISTS Heineken, Blis and Mediavest – Fosters and Strongbow Summer Stock Up Jaguar and Mindshare – Jaguar Feel Wimbledon Paramount Pictures International, MEC and Phunware – Mission: Impossible - Rogue Nation Renault, MGOMD and LoopMe – The All-new Renault KADJAR Strongbow and Mediavest – Strongbow Cloudy Apple

DECEMBER 2016

AWARDS SPECIAL

MOST EFFECTIVE USE OF VIDEO

WINNER

Renault, MGOMD and LoopMe – The All-new Renault KADJAR

T

he target audience for this car launch was ‘hero dads’, including men aged 35-49 with children, who were in the market to buy a car. The ad experience featured two impactful full-screen ad units, including video. LoopMe’s Data Management Platform and Artificial Intelligence engine enabled the campaign to be targeted and optimized in real-time.

The campaign ran in premium, brandsafe publisher environments across all mobile devices, on the mobile web and in-app, with frequency capping employed to ensure a positive user experience.

It generated impressive results, delivering over 13,986 hours of brand contact time; a 78 per cent increase in brand consideration; and a 76 per cent uplift in purchase intent,

compared to a control group.

FINALISTS Fyber – Playrix Video Campaign For Township and Fishdom Jaguar and Mindshare – Jaguar Feel Wimbledon Peugeot, OMD UK, Opera MediaWorks and Immersion – New 308 GTi By Peugeot Sport Samsung, Opera Mediaworks and Starcom – Samsung Galaxy S7 Edge

MOST EFFECTIVE SALES PROMOTION CAMPAIGN

WINNER

Textlocal – Textlocal SMS Ticketing

U

K car dealership franchise Lookers used the rich content of Textlocal SMS tickets to drive customers into four of its branches.

Messages were sent to 80,000 customers in the North West, containing special offers on two Vauxhall models, with embedded links encouraging recipients to click through to find out more.

The tickets could be redeemed through

Textlocal’s app, enabling Lookers to track purchases back to the original messages.

As a result of the campaign, 76 cars were sold, off the back of an SMS spend of just £1,800, generating a profit of approximately £76,000 which Textlocal calculates out to be an ROI of over 4,000 per cent.

Impressive results, and proof of the enduring power of SMS.

FINALISTS CAmstel, Tesco, One Stop, Starcom Media Group, IRI and Blis – Amstel: Tesco & One Stop BetVictor and Weve – The Grand National John Lewis and M&C Saatchi Mobile – John Lewis Christmas Schwartz, RUN, Mediavest and McCormick – Schwartz Herbs & Spices The Guide Dogs for the Blind Association and Weve – The Great British Dog Survey

MOST EFFECTIVE VIRTUAL REALITY CAMPAIGN

WINNER

Jaguar and Mindshare – Jaguar Feel Wimbledon

J

aguar and Mindshare followed up last year’s Award-winning Feel Wimbledon campaign with a Virtual Reality take on the Championships. A three-minute 360° video featuring Andy Murray was available on YouTube – where it attracted 2m views – and social media channels, plus in ‘experiential zones’ set up at London Waterloo station and Jaguar retailers nationwide, where fans could enjoy the full VR experience through Oculus Rift headsets. Additionally, at Waterloo

station, in Jaguar showrooms, and in the queue to get into Wimbledon, Mindshare distributed 40,000 Feel Wimbledon-branded Google Cardboard sets so people could enjoy the immersive experience via their own mobile phones.

At Waterloo station, 7,900 people enjoyed the full VR experience, spending an average of 12 minutes with the brand.

When it came to cut through, #FeelWimbledon was the most used hashtag

of all the Wimbledon partner brands, underlining the campaign’s success.

FINALISTS Barclays, Maxus and TabMo – Barclays London Calling Bus London, Proxama, Mapway and Exterion – Bus London Hewlett Packard Enterprise Services and PHD Singapore – HPrecision Ambush M&S and Mindshare – M&S Food Summer Campaign Lidl, RUN and Starcom – Lidl Core

#emmas

9

AWARDS SPECIAL

DECEMBER 2016

MOST EFFECTIVE SEARCH CAMPAIGN

WINNER

LeoVegas and Somo – The King of the Mobile Casino

C

asino operator LeoVegas and its agency Somo uses mobile paid search to amplify TV budgets through synchronised paid search promotions, using device, day-part and other targeting parameters to ensure the message hit the right people at the right time.

Its most recent campaign focused on direct registrations and first-time depositing players. It resulted in substantial percentage increases in click volumes, new depositing

players and registrations.

The results of the campaign are confidential, but were shared with the judges in confidence. In short, they provided LeoVegas with a great return on its paid search investment.

FINALIST Swinton Insurance – Car Generic Campaign

MOST EFFECTIVE LOYALTY AND REWARDS CAMPAIGN

WINNER

Cricket Wireless, SessionM and HackerAgency – Cricket Rewards App

T

he Cricket Rewards app is a pointsbased loyalty program. Members earn points when signing up for wireless services or upgrades, referring a friend to Cricket or paying their bill. They can also earn points when checking-in or playing in-app games.

On the redemption front, the app partners

with over 1,500 affiliated apps. Members can use points to enter contests, receive gift cards, or donate points to local and national charities.

Since launching less than a year ago, Cricket has seen 700,000 enrolments and a 50 per cent reduction in customer churn.

FINALIST Syniverse and Western Union – Leveraging Text Messaging to Drive Loyalty

MOST EFFECTIVE SOCIAL CAMPAIGN

WINNER

Levi’s and OMD China – The Levi’s Campaign That Levi’s Didn’t Create

L

evi’s and OMD China picked up their second award for this brilliant campaign that tapped into the current trend for usergenerated content, and the desire people feel to have a more personal engagement with the brands they love most.

Chinese Millennials were invited to

10

create their own version of Levi’s ‘We Are Original’ campaign, and they responded in huge numbers. Over 2.6m Levi’s ads were created by Millennials in just two weeks, and the campaign achieved an additional 2.9m consumer engagements in the form of likes, forwards, comments and shares.

www.mobilemarketingmagazine.com

FINALISTS Knorr, Joule, PHD, Mindshare, Edelman and Mullen Lowe – Knorr Love At First Taste LeoVegas – Instagram Video Carousel Ads Unilever, Mindshare UK and TMW Unlimited – Lynx CALM

DECEMBER 2016

AWARDS SPECIAL

MOST EFFECTIVE CROSS-SCREEN CAMPAIGN

WINNER

New Look and Criteo – Connect the Consumer

F

or this cross-device campaign, New Look was looking to get more from its ad spend by accessing mobile inventory in the RTB space. Mobile tagging was implemented to ensure that New Look could reach users visiting any New Look digital property. It also opted in to Criteo’s exact-match crossdevice technology to ensure a seamless user journey for cross-device users. As a result,

35 per cent of New Look’s retargeting sales are now delivered on mobile devices, and 52 per cent of sales come from users who browse and buy on two or more different devices. In addition, mobile conversion rates now average 9.1 per cent, compared to 7.2 per cent for desktop. And 26 per cent of New Look’s additional sales occur on a device other than the device clicked.

FINALISTS Lidl and Starcom – Lidl Easter Rubicon Project – The Future of Automation Travel Republic and Criteo – Criteo and Travel Republic Take Off Reiss, Viant and Threepipe – Reiss’s People-based Marketing Revolution VisitBritain, Carat London and Undertone – VisitBritain #OMGB: Home of Amazing Moments

MOST EFFECTIVE RETAIL CAMPAIGN OR SOLUTION

WINNER

M&S and Mindshare – M&S Food Summer Campaign

T

o reflect the flavours and carnival atmosphere of M&S’s South Americathemed #SpiritOfSummer range, Mindshare produced haptic creative and vertical video executions to complement the shape of the sizzling skewers of meat and chilis, underpinned by a thermal feed that upweighted media in key summer moments.

Mindshare worked with Statiq to create

relevant audience segments based on location history, and used tracking pixels for visibility on footfall numbers, meaning that Mindshare could work out exactly which creative executions, audiences and even publishers were delivering the results.

The results are confidential, but the judges agreed with Mindshare’s assessment: “Our most successful mobile campaign to date”.

FINALISTS Camelot – The National Lottery Ticket Scanner Domino’s Pizza and Future Platforms – Domino’s Pizza UK & ROI Mobile Apps Heineken, Mediavest and LoopMe – Bulmers Schwartz, RUN, Mediavest and McCormick – Schwartz Herbs & Spices Virgin Red and DMI – Virgin Red App

MOST EFFECTIVE CHARITY CAMPAIGN OR SOLUTION

WINNER

Unilever, Mindshare UK and TMW Unlimited – Lynx CALM

U

nilever, Mindshare and TMW collected their second award for Unilever’s Lynx brand, for this campaign to raise awareness of male suicide. By monitoring the trending conversations on social media, Lynx, in partnership with UK charity CALM (Campaign Against Living Miserably), was able to highlight some of the extremely trivial things being discussed, while the issue of mail suicide continued to be ignored. It then

made this point across mobile, social and high impact out-of-home sites, using the hashtag #BiggerIssues.

The campaign was so successful that it even led to the issue of male suicide being debated in parliament. Given the largely, and deliberately, frivolous nature of much of Lynx’s previous advertising, this was a tremendous achievement, deserving of the Charity category Award.

FINALISTS Fonix – Children In Need 2015 The Guide Dogs for the Blind Association and Weve – The Great British Dog Survey xAd – The Movember Foundation

#emmas

11

AWARDS SPECIAL

DECEMBER 2016

MOST EFFECTIVE FINANCIAL SERVICES CAMPAIGN OR SOLUTION

WINNER

Santander and Nimbletank – KiTTi: An Account for Groups

K

iTTi is an easy way to create a collective pot of money with friends, whether that’s to pay for a holiday or a post-match curry. It’s an account for groups, powered by mobile, and in terms of user feedback, funnel performance and the number of active KiTTis, it has outperformed expectations.

In the first four months post Beta, it saw a 313 per cent rise in users; a 294 per cent jump in monthly average transaction value;

and a 1,600 per cent uplift in processed transactions. Impressive numbers.

FINALISTS Barclays Corporate Banking and Maxus for Business – C-Suite Sensory Mobile Engagement Swinton Insurance – Car Generic Campaign Syniverse and Western Union – Leveraging Text Messaging to Drive Loyalty

MOST EFFECTIVE ENTERTAINMENT CAMPAIGN OR SOLUTION

WINNER

Future Platforms – Twickets

T

wickets is a cross-platform ticket exchange which enables music, sport and theatre fans to trade tickets at face value or lower. It’s designed as a viable and ethical solution to the much-plagued secondary ticketing market. Starting out as an internal agency R&D project, Twickets has grown into a multi-platform ticket exchange with almost 500,000 users. It experienced over 500

per cent growth in the first six months since full-service launch in February 2015, with turnover in June 2016 surpassing £150,000.

It has also secured exclusive partnerships with One Direction, Adele and Queens Park Rangers FC, among others.

For a platform that fulfils a real consumer need in a smart, intuitive way, Twickets takes the Award.

FINALISTS HTC, Spotify and SapientNitro – HTC Mood Player Nimbletank – Kobalt: The Future Of Music Paramount Pictures International, MEC and Phunware – Mission: Impossible - Rogue Nation Sky Movies and Weve – The 360-degree Easter Egg Hunt Warner Music Group and IMImobile – Gift An Album

MOST EFFECTIVE TRAVEL & TOURISM CAMPAIGN OR SOLUTION

WINNER

Hilton Worldwide and 383 – You’re Connected

Y

ou’re Connected is Hilton Worldwide’s curated, guest-facing wi-fi platform. It replaces the previous experience, which sent millions of users directly through to USA Today, circumventing all Hilton touchpoints.

Following an initial pilot in New York, the platform has rolled out across 94 per cent of Hilton’s global estate in under seven months since development.

12

The wi-fi receives over 144m page views and 96m unique users annually. More importantly, this has driven 550m ad impressions for external brands and partners, generating more than $10,000 in revenue per month. This compares to a cost line of $7 (£5.60) per room per annum, or $5.6m across Hilton’s global estate of 800,000 rooms, previously.

www.mobilemarketingmagazine.com

FINALIST Travel Republic and Criteo – Criteo and Travel Republic Take Off

DECEMBER 2016

AWARDS SPECIAL

MOST EFFECTIVE FASHION & LUXURY CAMPAIGN OR SOLUTION

WINNER

Levi’s and OMD China – The Levi’s Campaign That Levi’s Didn’t Create

N

ot content with picking up the prizes for Most Effective Brand and Social Campaigns, Levi’s and OMD China also walked away with the Fashion & Luxury Award for this brilliant piece of work which invited Chinese Millennials to create their own version of a Levi’s ad.

A partnership with Tencent’s QQ music app enabled consumers to unlock Levi’s images, pair these with a popular song, then choose a strapline and share it socially. And they did so in great numbers – an incredible 2.6m Levi’s ads were created in just two weeks.

FINALIST L’Oréal Travel Retail Americas and S4M – Polo Red Ralph Lauren Cross-continental Campaign

MOST EFFECTIVE AUTOMOTIVE CAMPAIGN OR SOLUTION

WINNER

Textlocal – Textlocal SMS Ticketing

T

extlocal picked up its second Award for this campaign for Lookers. The aim was to encourage interaction with four Lookers dealerships and drive sales of two Vauxhall models, in the face of falling email response rates.

Branded SMS tickets containing special offers on the two cars, plus links to click through for more information, were sent to

80,000 customers in the North West.

Each ticket had a unique code for tracking purposes. The use of the code enabled Lookers to attribute the sale of 76 cars to the promotion, generating profits of £76,000, for a campaign spend of just £1,800.

That’s an incredible return on investment, prompting one judge to comment: “It doesn’t get much more effective than that!”

FINALISTS Audi and Somo – Audi Mobile Site Refresh Jaguar and Mindshare – Jaguar Feel Wimbledon Peugeot, OMD UK, Opera MediaWorks and Immersion – New 308 GTi By Peugeot Sport Renault Italia and OMD – Renault Business Booster Renault, MGOMD and LoopMe – The All-new Renault KADJAR

MOST EFFECTIVE HEALTHCARE CAMPAIGN OR SOLUTION

WINNER

Connected Fitness Labs and DMI – CustomFit app

C

onnected Fitness Labs’ CustomFit iOS and Android app is available to members and non-members alike. It offers a choice of workouts, from a video library of 800 exercises that can be personalised.

CustomFit also features training programs designed by Team GB Olympic athletes, and was used in the Connected Fitness Labs-sponsored TV show, Fit for Fashion.

After launching in Germany this June, the app hit 12,000 daily active users and reached the number-two spot in the App Store’s Health and Fitness app rankings.

When you use it, it’s not hard to see why.

The training programs are well presented and easy to follow, enabling anyone to use the app to tailor their own workout program and stick to it.

FINALIST King’s College NHS and Ampersand & Ampersand – King’s College Hospital RD Rheumatology Department

#emmas

13

AWARDS SPECIAL

DECEMBER 2016

HIGHLY COMMENDED...

In seven of our categories this year, we gave a Highly Commended award, where there was very little to choose between two strong contenders, so take a bow please our Highly Commended winners.

CONSUMER Sliide Airtime – Sliide Airtime Africa liide added a Highly Commended to its Winners Award for Sliide Airtime Africa, which offers SMARTPHONE mobile users data in return for agreeing to receive branded content and ads on their phone when APP they unlock the screen.

S

M&S and Mindshare – M&S Food Summer Campaign

PROXIMITY he M&S Food Summer Campaign also picked up a Winner’s trophy in the Retail category, in MARKETING addition to its Highly Commended in the Proximity category. It used haptic creative and vertical CAMPAIGN video executions, underpinned by a thermal feed to up-weight media in key summer moments. An

T

innovative, effective piece of work.

Jaguar and Mindshare – Jaguar Feel Wimbledon

A

nother campaign that won in another category (Most Effective Virtual Reality Campaign), Feel

BRAND Wimbledon is another successful collaboration between Jaguar and Mindshare, designed to CAMPAIGN leverage the car maker’s partnership with the Wimbledon Tennis Championships. It used high-

(Oculus Rift) and low-end (Google Cardboard) VR headsets to give people a feel for what it’s like to play on Centre Court. An engrossing and engaging piece of content.

Rubicon Project – The Future of Automation

T

o capitalise on its panel at Advertising Week Europe, highlighting the potential of advertising

automation across a variety of media, Rubicon Project booked a campaign across various media CROSS-SCREEN types using the very technology they were discussing. It leveraged agency partnerships across outdoor, CAMPAIGN transportation, TV, desktop and mobile to build awareness of Rubicon Project’s capabilities, and drive attendance to its event.

Nimbletank – Kobalt: The Future Of Music

N

ot content with three Winner’s trophies, The Future of Music app also took a highly commended ENTERTAINMENT in the Entertainment category, where it was pipped at the post for the main prize by the ethical CAMPAIGN ticket reselling app, Twickets. Kobalt itself, meanwhile, is making lots of friends in the music business, OR SOLUTION making it easier than ever for artists and their management to see how much they are earning and from which songs.

Renault Italia and OMD – Renault Business Booster

B

ased on the insight that 85 per cent of Italian enterprises are family-run businesses, this app AUTOMOTIVE aimed to reduce tensions between fathers and sons working together by providing a set of digital CAMPAIGN tools for easier remote working. Together with Google For Work, OMD developed the app as a way of OR SOLUTION sharing everything from memos to delivery schedules, branded to help promote Renault’s new range

of commercial vehicles. The app was supported with an integrated campaign encompassing TV, print, radio, display and even a roadshow in 100 cities.

King’s College NHS and Ampersand & Ampersand – King’s College Hospital RD Rheumatology Department

T

his app acts as a digital hub where patients can find all the info they might need about their HEALTHCARE diagnosis, their consultants, and everything in between. It provides a detailed internal map CAMPAIGN of the hospital, an appointment booking feature and access to information about past and future OR SOLUTION appointments, allowing them to track their treatment over time. As well as helping patients, the app

aims to eliminate hospital paperwork and waiting time by allowing patients to fill in pre-appointment forms and health questionnaire assessments electronically at home.

14

www.mobilemarketingmagazine.com

DECEMBER 2016

AWARDS SPECIAL

PEOPLE’S CHOICE...

Our People’s Choice Awards give the industry the chance to vote for the Winners across four categories. Here are this year’s Winners…

MOBILE MARKETER OF THE YEAR

MOST EFFECTIVE BRAND

WINNER

WINNER

Jonathan Milne, Chief Revenue Officer, Celtra

Unilever

O

ver the past 12 months, Milne (pictured bottom right), has helped redefine what creative means for mobile through his innovative approach, and built meaningful relationships with brands and agencies. He oversaw Celtra’s international growth in EMEA and APAC, and is omnipresent at almost every mobile event and conference, acting as a great ambassador for the company. In a six-horse race, Milne polled an impressive 33.4 per cent of the vote.

U

nilever has invested heavily in innovation through its Next Big Thing programme which supports startups and growth in the mobile sphere, and as an advertiser, its various brands have used multiple creative formats on mobile to reach and connect with consumers. The company’s Lynx and Knorr brands featured prominently in the main Awards, picking up three Awards in total.

In this category, Unilever polled 32.8 per cent of the vote.

FINALISTS FINALISTS Adam Brotman,Chief Digital Officer, Starbucks Andy Donkin, Global CMO, Under Armour Betsy Paynter, Digital Media Manager, Heineken Sienne Veit, Director of Online Product, John Lewis

Amazon British Airways Jaguar Landrover Starbucks Target

MOST EFFECTIVE STARTUP OF THE YEAR

AD /MARKETING TECH PLATFORM OF THE YEAR

WINNER

WINNER

Dice

Celtra

D

C

ice is a mobile-first music discovery and ticketing app that enables consumers to avoid the price-inflating fees from similar services like Ticketmaster and See Tickets by dealing directly with artists. The app has been highly praised within the music industry, with high profile backers including the founders of DeepMind and the creator of Monument Valley. Over 700 artists, including Taylor Swift, Jack White and Justin Bieber have sold tickets through the app, and it has recently seen an additional $6m in investment. In a sixhorse race, the app polled 28.1 per cent of the vote.

eltra has maintained a strong presence this year, with a focus on improving viewability metrics and developing innovative formats with mobile-native features like vertical video. With increasing investment in video advertising, the firm is wellpositioned to continue going from strength to strength. It is the rich media partner of choice for many agencies looking to push the mobile envelope. Celtra polled 37.9 per cent of the vote, more than one third of the total votes cast, and the highest percentage of the four People’s Choice categories.

FINALISTS

FINALISTS

Carwow Hero.cx Minicabit Molotov.tv Zenreac

AppNexus Smartly SpotX UberMedia xAd

#emmas

15

AWARDS SPECIAL

DECEMBER 2016

GRAND PRIX WINNER Levi’s and OMD China – The Levi’s Campaign That Levi’s Didn’t Create

A

fter much deliberation, the Grand Prix Award went to this outstanding Levi’s campaign that also picked up the Winner’s trophy in the Brand, Social and Fashion & Luxury categories. Levi’s was facing a huge perception problem among its target Millennials audience in China. To overcome it, rather than trying to convince consumers that it was original, it invited them to create original Levi’s content, by coming up with their own versions of Levi’s ‘We Are Original’ ad campaign.

Through a partnership with TenCent’s QQ music app, consumers could create their

16

ad by combining an original Levi’s image – unlocked when they played popular songs in the QQ app – with their own strapline.

Once the ad had been created, they could share it on WeChat, TenCent’s messaging platform.

Meanwhile offline, the campaign invited China’s youths to star in their own Levi’s poster, striking a pose to show their originality, and then scanning a QR code to share these posters on social media.

The results were probably beyond what even Levi’s and its agency, OMD China, could have hoped for – over 2.6m Levi’s

www.mobilemarketingmagazine.com

ads were created by Millennials in just two weeks, and the campaign achieved an additional 2.9m consumer engagements in the form of likes, forwards, comments and shares.

This was a campaign which took a problem, and through the application of some lateral thinking that tapped into the current trend for user-generated content, turned it into an opportunity to engage with the brand’s target audience in new and unexpected ways, with great success. For that, it’s a richly deserved winner of the 2016 Grand Prix Award.

DECEMBER 2015

TARMO ADVERT TO FOLLOW

CREATIVE MOBILE DSP

AWARDS SPECIAL

Join global brands and marketing professionals at the most talked-about events in the industry for: Expertise in digital, mobile and social marketing Invaluable learning and networking opportunities Highly efficient, half-day format A combination of lean, organic presentations and discussion Events tailored specifically to your industry or sector

Limited availability. Find out more and register at

www.masterclassing.com #MASTERCLASSING