Best Mobile Location Based Advertising Campaign | Global Mobile Awards

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2b) Best Mobile Location Based Advertising Campaign

At the frontline of the next wave of mobile advertising, the Best Location Based Mobile Advertising award category is designed to recognise leading edge marketing campaigns that exploit to the full the and unique advantages of the mobile medium to reach its target audience in a direct, personal and responsible way, as never before.

Giving users full control on when and how they choose to receive ads, the benefits of LBS advertising can be a powerful approach to delivering relevant, personalised and timely information on product or service offerings that in turn quickly maximise the return on marketing and brand investment.

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.

Eligibility:

The category is open to advertising, marketing agencies, mobile operators and brand owners from any vertical sector that have deployed effective mobile location based 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:

The objectives of the location based campaign, and how well it met its stated targets
How the entry demonstrates creativity, and excellence in terms of location based functionality
How well the campaign exploits rich media and takes users “beyond the banner” to generate the highest levels of engagement and interaction
How the entry leverages the utility of the mobile device (e.g. one click to call, click to video or web link, click to map location, retail location, click to buy on-line)
Demonstrates a responsible approach to protecting users from unwanted, obtrusive or offensive content
How is the use of relevancy maximised? Can users cap the frequency of engagement? Does it have simple and easy ‘opt in and ‘opt out’ or 'skip this ad' features to ensure a positive user experience?
Innovative conveyance of the key advertising message
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:

All entries must be submitted by Monday 23 November 2009 (5pm GMT).

Entries must be submitted using the Best Location Based Mobile Advertising Award 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 location based mobile advertising campaign? (100 characters = approx 20 words)
Is this a joint entry? If so. Who are the partnering organisations? (100 characters = approx 20 words)
Specifically how does the ad campaign work, and what are/were its objectives? (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 device (e.g. click-to-call, click-to-video, click-to-map, retail location, click-to-buy on-line)? (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 the business model? What is new, innovative or unique about this campaign? (1000 characters = approx 170 words)
How is the relevancy to the user determined? What elements of customer control does it employ to ensure a positive experience? (1000 characters = approx 170 words)
Please describe how this campaign was delivered in a non-intrusive and responsible manner i.e. how is the privacy of mobile users adhered to and protected? (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 sales or other measurement criteria over a given period? (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.