Category 2: Mobile Marketing & Advertising
2a. Best Mobile Advertising & 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.
The aim of the Best Mobile Advertising & Marketing Campaign award is to recognise creative, brand and marketing leadership, showcasing ‘hot’ campaigns that are driving the emergence of this new sector. From entry level campaigns through to fully integrated cross channel advertising i.e. from the use of text or multimedia messaging on feature phones to sophisticated in-app advertising, branded content, barcodes and integration with social media on smartphones, this category highlights excellence in the use of the mobile medium to target and reach customers in innovative, compelling new ways.
The judges will shortlist five entries in this category, with one winner announced at Mobile World Congress in Barcelona on Tuesday 28th February 2012.
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 Wednesday 07th December 2011 at 5pm (GMT). 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, how well did it meet its 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
