Category 4 - Marketing and Promotion
4a: Best Broadcast Commercial
4b: Best Mobile Advertising
PLEASE NOTE: This category has two distinctively different sub-categories:
Category 4a: is for television and radio broadcasted advertising of mobile products and services by the mobile industry to end users.
Category 4b: is for mobile advertising i.e. using the mobile medium to advertise consumer or corporate brands or campaigns in other words reaching users via mobile networks/handsets with all forms of advertising directly to their mobile phones.
4a. Best Broadcast Commercial
About this category:
This category seeks to highlight the use of broadcast media to advertise and promote mobile services and product by the industry to the end user i.e. via television or radio media. This means television commercials created to promote network operator brands and mobile services, manufacturer branded devices or accessories or content owner/provider branded mobile services such as games, music downloads, promotions or other mobile content related services.
One of the most popular Global Mobile Awards categories, the award is highly sought after by network operators and manufacturers and among marketing professionals seeking to differentiate their services and products from those of their competitors through the use of creative television or radio advertising.
Eligibility:
The category is open to network operators, manufacturers, vendors and suppliers of handsets and devices as well as content owners/providers and advertising agencies, on behalf of their clients.
Judging criteria
Commercials entered must have been first broadcast or aired after December 1st 2006 or will be aired before November 30th 2007. The judges will be considering a number of factors including the following:
- how the commercial met clearly defined & stated marketing objectives
- artistic, dramatic and production qualities
- conveyance of light hearted, humorous or serious messaging
- product, service or brand appeal
In addition, they will require statistical evidence to demonstrate the success of the campaign such as increased awareness, take up and/or enhanced revenues within a given period.
Entry Process & Formats:
In order to ensure a consistent approach for our judges, entries must be submitted using the Best Broadcast Commercial entry form . Entries not using the web based entry form will not be considered. All entries must be submitted by November 30th 2007.
Following your web entry, you will be allocated a unique reference number by email. Then follow these steps:
- FOR JUDGING PURPOSES: Entrants should submit/upload their TV or Radio advertisement on line. Please note, do NOT send a series of commercials as part of a campaign, please select and enter your single BEST commercial only. These should be an .mpeg file (for video) or (confirm file formats for sound). 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 1 file to accompany your entry up to a maximum file size of 10MB. 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 an English translation of the script
- Entrants must also submit and send a Beta SP Pal, Digital Beta PAL or DVD version of television commercials or an audio CD for radio commercial. Please note, do NOT send a series of commercials as part of a campaign, please select and enter your single BEST commercial only. Entries should be submitted with English voice-overs or if not possible, they MUST be supported by either English subtitles or English translations of the scripts. Please send your video tapes or DVDs clearly marked with the unique reference number you are allocated after submitting your web entry to:
The Awards Administrator
GSMA
Block 2, Deansgrange Business Park,
Deansgrange
Co. Dublin,
Ireland
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 campaign?
- What are/were the objectives of the campaign? (1000 characters = approx 170 words)
- Please provide specific evidence to demonstrate the success of the campaign such as increased awareness, take up and or enhanced revenues/sales within a given period. (1000 characters = approx 170 words)
- Entries for this award category must have been aired after December 1st 2006 or will be aired before November 30th 2007. Please provide evidence to support this, specifically launch date of the campaign, regions covered and period that the commercial was aired. (500 characters = approx 80 words)
4b. Best Mobile Advertising
About this category:
Is for use of mobile networks to advertise and promote any product or brand via the mobile medium only i.e. advertising consumer brands using mobile networks. This could include advertising supported mobile content models, advertising clips, or promotional campaigns using MMS, SMS or video.
Mobile phones are the new frontier for the advertising industry, and some of the world's leading consumer brands are leading the charge. It's not surprising, given that almost 3 billion people are now connected to the 'always with me' medium of mobile, such massive untapped potential can offer advertisers an unequalled level of reach, immediacy and personalization. The world's leading consumer brands are leaning toward the nascent but fast emerging mobile advertising industry to lead the charge - many with advertising funded content models and radical response driven marketing campaigns. No other channel has the potential to reach users anywhere, anytime, anyplace.
Eligibility:
The category is open to advertising agencies, brand owners and advertisers, content owners/providers, promotional agencies and network operators. Joint entries from brand owners/ ad agencies with Network operators are welcome. Trial campaigns to test the concept are welcome as entries to the awards, providing they involve more than 500 user participants, and evidence of response can be demonstrated.
Judging criteria
The judges will be considering a number of factors including the following:
- Artistic, dramatic and production qualities relative to the small screen format (the GSMA will be looking to showcase the best examples at its Mobile World Congress in Barcelona)
- How the trial or campaign demonstrably has achieved the stated marketing objectives
- Innovative conveyance of the key advertising message
- Product, service or brand appeal
- Evidence of best practice and consumer sensitivity
- Interactive response rates achieved as part of the trial or campaign
- Evidence of sales impact
Entry Process & Formats:
In order to ensure a consistent approach for our judges, entries must be submitted using the Best Mobile Advertising entry form [Link to Best Mobile Advertising 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 November 30th 2007.
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 .doc text (for SMS) formats. 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 an English translation of the script.
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 trial/campaign?
- What are/were the objectives of the campaign? (1000 characters = approx 170 words)
- What is the size of trial/campaign scale in terms of mobile user reach? (1000 characters = approx 170 words)
- Please provide specific impact evidence to demonstrate the success of the campaign, such as increased awareness or downloading behaviour. (1000 characters = approx 170 words)
- Please provide evidence to support this, specifically launch date of the trial/ campaign, regions covered and period that the commercial was aired to mobile customers. (500 characters = approx 80 words)
