Category 4 - Marketing & promotion

Category 4b – Best Mobile Brand Campaign

From international sporting events such as Formula One, football and tennis sponsorship to local community, music, film and arts festivals, television, newspaper, high street and on-line advertising, mobile brands pervade, demonstrating not just the wealth of vibrant competition in the sector, but the significant investment by the industry in sports, the arts and media in order to create and build strong brands.

The level of competition demands ever harder hitting, dynamic and creative marketing techniques, from brand or promotional campaigns to media or PR activities – all can be used to great effect in getting key messages across to consumers. Utilising the marketing mix powerfully can play a huge role in the positioning and branding of mobile services and products today. This category offers a chance to all in the mobile eco-system the opportunity to be acknowledged for a creative breakthrough in the way that mobile communications is promoted.

From multimedia to PR, sponsorship to merchandising and advertising, the judges will be looking for campaigns that demonstrate a potent mix of media to break through and stand out.

The judges will shortlist five entries in this category, with one winner announced at the GSMA's Global Mobile Awards Gala Dinner at the Mobile World Congress in Barcelona on the evening of Tuesday 17th February 2009.

Eligibility

The Judges will be looking for entries that:

• Demonstrate use of a combination of marketing tools & media
• Use clear key and compelling messaging to promote a mobile product or service
• Campaigns that position mobile positively
• Are accompanied by statistical evidence of increased awareness, take-up or enhanced revenues generated for products or sales within a given period of the campaign
• Outline a coherent set of campaign objectives
• Clearly differentiate a product or service
• Are implemented with creative impact and clarity of message

The eventual winner of this award will demonstrate a coherent set of marketing objectives and statistical evidence that brand awareness has been raised and enhanced. Campaigns should have been launched after 1st December 2007, and run during 2008.

Five nominees will be chosen from which one winner will be selected to receive the Best Mobile Brand Campaign.

Entry forms & Formats:

In order to ensure a consistent approach for our judges, entries must be submitted using the Mobile Brand Campaign entry form. Entries not using the web based entry form will not be considered. For entry format and process for submission of commercials, see below. All entries must be submitted by 28th November 2008 (5pm GMT).

Entrants are expected to submit on line supporting materials illustrating their specific brand 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.

Other formats will be considered upon request to upload@globalmobileawards.com If using sound, entries should be submitted with English language voice-overs or if not possible, they MUST be supported by an English translation of the script.

Specific Entry Form Questions:

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 brand campaign, what product or service is it promoting and to which audience primarily? (500 characters = approx 80 words)
• Is it a joint entry? If so. Who are the partnering organisations? (500 characters = approx 80 words)
• When was it launched? Over what period did it/ is it running? (500 characters = approx 80 words)
• Please describe the objectives of the campaign in simple terms (1000 characters = approx 170 words)
• Describe success of the campaign in terms of attributable additional sales generated during the given period in was running in 2007/2008 (1000 characters = approx 170 words)
• Please provide the 3 compelling messages of the brand campaign (1000 characters = approx 170 words)
• If possible, please reveal the campaign spend or budget (1000 characters = approx 170 words)
• What mix of marketing media/channels/vehicles/tools were used? To what extent? (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.