Best Mobile Advertising or Marketing Campaign | Global Mobile Awards

Please click here to enter this category

2a) Best Mobile Advertising or Marketing Campaign

As the new mass market medium to reach consumers on an unprecedented level, brands are employing mobile advertising as a key component of their digital marketing mix, to deliver greater cut through and a rapid return on investment.

Globally, mobile phone subscriptions outnumber television sets and the number of Internet users by more than 3 to 1 and PCs by more than 4 to 1, so it’s unsurprising that advertisers are rushing to innovate and exploit the medium. The aim of the Best Mobile Advertising or Marketing award is to recognise creative, brand and marketing leadership, showcasing ‘hot’ campaigns that are driving the emergence of this new sector.

The judges will shortlist four to six entries in this category, with one winner announced at the world’s leading mobile communications event, the Mobile World Congress in Barcelona on Tuesday 16th February 2010.

Please note: Please see category 2b for Best Location Based Mobile Advertising campaigns, or Category 6 for underlying technology/technology enablers that support Mobile Advertising or Marketing Services.

Eligibility:

The category is open to advertising or marketing agencies, mobile operators and brand owners, content aggregators, and traditional media outlets that have deployed effective mobile marketing or advertising campaigns. Joint entries from brand owners/ advertising agencies/mobile operators are welcome.

The entered campaign must have been launched in at least one or more market by the awards deadline of Monday 23rd November 2009. Please provide evidence to support this such as launch date of the campaign, including details of markets or countries or regions where it has been used, together with evidence of the campaign’s success.

Judging criteria

The judges will be looking at how well the entered campaign meets the key criteria, as follows:

What were the objectives of the campaign, and how well did it meet its stated targets?
How the entry demonstrates creativity and high quality production relative to the small screen format
How the entry leverages the unique characteristics of the mobile medium, and/or integrates with other media, e.g. online, to achieve its objectives
Innovative conveyance of the key advertising message
Demonstrates responsible approaches to protecting users from unwanted, obtrusive or offensive content
Interactive response rates achieved as part of the trial or campaign
Evidence of audience impact e.g. evidence of market success

Entry forms, supporting materials & formats:

Entries must be submitted using the Mobile Advertising Campaign entry form . For entry format and process for submission of commercials, see below.

Entrants are expected to submit on line supporting materials illustrating their specific advertising campaign. These can be either a .jpeg (for pictures), .mpeg (for video) or .ppt for powerpoint.

An additional upload facility will be provided via a link in your confirmation email once your entry has been submitted. You will have the ability to upload 3 additional files to accompany your entry up to a maximum file size of 10MB each.

Specific Entry Form Questions for this category:

On the entry form, in addition to submitting contact and company information, you will be asked to answer the following questions (maximum text/character length for your answers also shown in brackets below):

What is the name of your mobile marketing or advertising campaign? (100 characters = approx 20 words)
Is this a joint entry? If so who are the partnering organisations? (100 characters = approx 20 words)
What are/were the objectives of the campaign? (1000 characters = approx 170 words)
When was the campaign launched, and in which markets has it been deployed so far? (1000 characters = Approx 170 words)
How did/does the entered campaign best leverage the mobile medium, and/or integrate with other media e.g. online, to achieve its objectives? (1000 characters = approx 170 words)
What is the scale of the campaign in terms of target market audience? (1000 characters = approx 170 words)
What is new, innovative or unique about this campaign? (1000 characters = approx 170 words)
Please describe how this campaign was delivered in a non-intrusive and responsible manner (1000 characters = approx 170 words)
Please provide specific impact evidence to demonstrate the success of the campaign against these objectives, such as audience response, increased brand awareness downloads or other measurement criteria (1000 characters = approx 170 words)

Please note: Use URLs when they are specific/ relevant to the category and will help judges further understand your entry, but due to the number of entries received, judges will not have time to surf company websites looking for further information on the entered product/service or initiative.