The Global Award Winning Strategies
Nov 17, 2008
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AWARD CATEGORY
Best Use of Mobile Marketing, Branding
COMPANY NOMINATED: BBH
ADVERTISER / BRAND: Lynx (Unilever)
AGENCY: BBH, with Golden Gekko
CAMPAIGN / INNOVATION NAME: Lynx Get In There mobile tools
CAMPAIGN LOCATION: UK
The challenge was to encourage boys who flirt online to "get in there" and talk to real girls, where the Lynx product can play a role. The goal was to encourage guys to get back out there chasing girls in the real world, by equipping them with the right knowledge and tools.
Get In There is an online and mobile cornucopia of tips, tricks and gadgets from Lynx to give nervous guys the vital inspiration they need to get the girl.
The Get In There mobile tools are a set of six mobile Java applications (two already launched), giving guys icebreakers to approach girls with. The first two are sonic tools aimed at a girl's laughter spot:
• Lynx FX-helps you approach girls without having to utter a cheesy one-liner-a smorgasbord of witty and impromptu sound effects.
• Fit Girl Finder-sat-nav for your love life. An application allowing the unsuspecting female to think you've got some powerful chemistry.
Since launch, there have been almost 100,000 downloads of the first two mobile applications, and with four more applications yet to be launched, the campaign promises more excellent results.
AWARD CATEGORY
Best Use of Mobile Marketing, Direct Response
This campaign also won the Global Award for Best Use of Mobile Marketing, Cross-Media Integration
COMPANIES NOMINATED: The Hyperfactory and Saatchi & Saatchi Australia
ADVERTISER / BRAND: United Nations
CAMPAIGN: United Nations "Voices"
The Hyperfactory prides itself on producing fantastic, creatively driven, technologically innovative yet consumer relevant mobile campaigns. While the company strives to meet this standard every day with each campaign, every once in a while, a campaign stands out: The UN Voices campaign has been a 2008 highlight.
The campaign has been showcased by global media, been a massive success in the
United Nation's eyes and most important, the audience response was huge.
Pushing the boundaries technically is something the Hyperfactory does every day-but not very often is it possible to balance innovation and the overlooked traditional "voice" component to mobile- resulting in a campaign as powerful and emotive as Voices.
In a brilliant example of how the The Voices campaign was so successful, the company was approached mid-way through the first weeks of the campaign by numerous outdoor advertising companies and billboard / bus shelter providers offering their space at no cost to support the campaign. Consumer response was immense and emotional.
AWARD CATEGORY
Best Use of Mobile Marketing, Promotion
COMPANY NOMINATED: AURA Interactive
ADVERTISER / BRAND: Paramount Pictures, Australia
AGENCY: AURA Interactive, Mediaedge:cia
CAMPAIGN / INNOVATION NAME: Paramount Pictures BlueZone® campaign
CAMPAIGN LOCATION: Australia, APAC
AURA Interactive deployed an integrated interactive out-of-home media and mobile advertising campaign for Paramount Pictures across major shopping centers and the Hoyts Cinemas chain around Australia. The campaign promoted the release of three Paramount blockbuster titles, Iron Man, Indiana Jones and The Incredible Hulk.
This integrated out-of-home media campaign incorporated 60 PoS promotional display stands positioned inside Hoyts cinema foyers and interactive touch screens prominently positioned in high traffic areas of malls to gain maximum exposure and reach. Combined, these locations created an intelligent network of Bluetooth®, hotspots, called BlueZones®.
While standing within a BlueZone®, consumers could choose to "accept" or "decline" an invitation to download free "made for mobile" content including video previews, screensavers, voice tones, candy bar m-vouchers and calendar reminders.
This campaign effectively reached over 5.5 million consumers via the digital screen media, delivered more than 117,000 branded movie-related downloads directly into the hands of the target audience, engaged with this audience in a positive and memorable way with an average period of engagement being three minutes, created awareness of the movie release dates and, most important, helped drive over $55 million in ticket sales through to Australian box offices.
AWARD CATEGORY
Best Use of Mobile Marketing, Relationship Building
COMPANY NOMINATED: CellTrust
CAMPAIGN / INNOVATION NAME: CellTrust and Harlem Success Academy
CAMPAIGN LOCATION: Harlem, NY
Yearling Harlem Success Academy Charter School was a new charter school in one of the poorest neighborhoods in New York and where attendance, parental involvement and success for students in regular public schools was extremely low.
By implementing an SMS program designed by CellTrust, the school's new text message platform was developed as a way for parents and teachers to stay connected regarding information, homework, events and general expectations. As a result, the technology revolution in the Harlem Success Academy has greatly assisted in the school's success.
Once the text message program was implemented, parental involvement soared to a record 99 percent, and student performance levels sky rocketed. After the school's initial success, the Harlem Success Academy student recruitment campaign attracted 3,600 applicants for 600 spots for the next school year.
Thanks in part to this mobile marketing solution and the CellTrust Social Responsibility program, the recruitment lottery had 5,000 in attendance and was the largest charter school lottery in New York State history. By summer's end, 600 students had been selected and prepared, complete with uniforms and a clear understanding of what was expected, all via the mobile device. What began by serving 155 students in 2006 has now grown to nearly 1,000.
AWARD CATEGORY
Best Use of Mobile Marketing, Product/Services Launch
This campaign also won the Global Award for Innovation for Creativity in Media
COMPANY NOMINATED: Mobile Dreams Factory
INNOVATION NAME: Information in Your Phone
ADVERTISER/BRAND: CajaMadrid
AGENCY: Shackleton
LOCATION: EMEA
The communications strategy consisted of transferring all CajaMadrid financial products to a mobile environment (deposits, pension plans, payrolls, etc.) and, most important, generating audience in line with the products.
The most outstanding aspect of this campaign is that it utilizes all mobile formats- mobile Internet, MMS and SMS messages, 2D codes and even Bluetooth-to make contact and build a solid relationship with the user by providing a convenient service.
The Information in your Phone campaign had a great impact on CajaMadrid, strengthening its image as an innovative, IT brand, which offers the user financial services in a direct and fun manner.
To this end, all content from Expansión- the Spanish leader in financial and economic news-was mobilized, and offered free to cell phones, sponsored by banners that linked to different CajaMadrid WAP portals. These banners reached a CTR of 4.5%.
Furthermore, Vodafone and Movistar offered a free MMS alert service with the trading day results, which included market charts. The services were truly attractive for the user because they were not only free of charge but also directly related to his/her interests and of great added value. The campaign was widely covered by the media and more than 2.3 million people received information, while 312,000 individual active users were generated with more than 1,225,000 alerts sent.
AWARD CATEGORY
Best Use of Mobile Marketing, Cross-Media Integration
COMPANY NOMINATED: Mobile Dreams Factory
ADVERTISER / BRAND: Heineken
CAMPAIGN: You've Got a Plan (Tienes un Plan)
LOCATION: EMEA
Heineken launched last year one of the most original and successful products, the HEINEKEN 5 liters BARREL intended for the residential market. It has a special functionality as the barrel needs to be refrigerated for 10 hours before serving. In spite of this being clearly labeled on the package, Heineken found that many people weren't following instructions. The result was a mountain of foam.
You've Got a Plan is an exciting campaign from Heineken that emerged from the need to reinforce the concept of refrigerating 10 hours in advance. For the first time it was decided that the mobile should be included with two objectives: on the one hand, to viralize the campaign and create a mix of media and, on the other, to interact with the campaign's participants. The users are rewarded for throwing parties with Heineken and sharing their photos.
The campaign was launched on a national level through television, the press and the Internet. The innovation, however, was to communicate with new channels like Facebook, which has suitable penetration into the target audience. The campaign continues to be active.
AWARD CATEGORY
Innovation
COMPANY NOMINATED: AKQA
ADVERTISER / BRAND: Nike
AGENCY: AKQA
CAMPAIGN / INNOVATION NAME: Nike PHOTOiD
CAMPAIGN LOCATION: UK, Italy, Germany, Spain, France, Denmark, Finland,
Norway and Sweden
Nike asked AKQA to give sneaker heads a way of tapping into their creativity and the NIKEiD service through their mobile. The agency created NIKE PHOTOiD, the ultimate fusion of mobile technology and creative shoe design, giving shoe addicts the chance to create unique kicks from any inspiration, at any time.
Here's how the agency described the process:
1. Shoot something you like on your mobile.
2. MMS your picture plus the word "DUNK"to a short code.
3. AKQA creates a unique NIKE PHOTOiD Dunk based on the colors in your picture and texts you the shoe design.
4. Enter your DESIGNiD at NIKEiD.com to customize and buy.
The NIKE PHOTOiD service that the agency created plugs revolutionary image-recognition technology into Nike's existing NIKEiD service, transforming the mobile into a pocket design studio throughout nine different territories.
"NIKE PHOTOiD-Shoot Your Colours" created a powerful, simple, yet intriguing insight into the service. Using this, the agency propelled Nike into an exciting new space, helping sneaker devotees connect to NIKEiD in an exciting new way that set a new standard for mobile marketing.
AWARD CATEGORY
Innovation for Creativity in Technology
COMPANIES NOMINATED: Mobile Dreams Factory, Diageo
ADVERTISER / BRAND: Johnnie Walker, Cacique and J&B
CAMPAIGN: iDrinks
The market for spirits is highly competitive, due to a wide spectrum of brands and prices.
Therefore, building customer loyalty is very tough.
iDrinks is a customer loyalty system for the mobile environment that has positioned Johnnie Walker, J&B and Cacique as the most consumed brand having the best repetition of consumption values. The iDrinks platform uses an innovative system based on the delivery of mobile coupons that offer customized discounts to be redeemed at scanners in bars. After signing-up, users became members of iDrinks and would receive weekly MMS messages containing 2D codes to be validated at the scanners in the bars. Each code printed a customized ticket with an incentive (up-grade, discount or points), which was validated when the customer paid for his drink and gave the waiter the corresponding ticket. In return, the user received a proof of purchase with a unique code to earn points that could be exchanged later for special prizes.
iDrinks had a participation rate of 41 percent over 2,000 users, with a repetition rate of 76 percent, thus proving the system's efficacy. In a follow-up survey, users said they liked the promotion because it was innovative and fun, enhancing the experiential aspect. Research also showed customer loyalty to the brands.
Diageo has reached two goals: first, generating traffic and boost consumption at the point of sale; second, increasing client's brand sales against the competition's, building customer loyalty.
For more MMA Awards Coverage:
Welcome Note
Mobile Marketing: Its Time Has Come Part I
Mobile Marketing: Its Time Has Come Part II
12 Things You Must Know to Be Successful with Mobile Marketing
Mobile Metrics
2008 MMA Awards Winners
2008 Selection Committee
adidas: Award for overall excellence for company or committee
Laura Marriot: outstanding individual achievement award
Academic of the Year
The Global Award Winning Strategies
More Winning Strategies
