A1. Brand Recall

A Mobile Marketing campaign whose primary objective is to build brand awareness and establish brand recognition. For example, has the brand grown/developed/been enriched by its engagement with mobile.

A2. Lead Generation

A Mobile Marketing Campaign which has generated prospective customers, leads for the future engagement or impact sales and communications with the right target audience.

A3. Launch of Product/Service

Campaigns that has used mobile to successfully launch and/or re-launch a product or service.

A4. Relationship Building/Remarketing

Campaigns that build or manage strong relationships with customers ,should be measured by an increase in customer loyalty and/or led to customer retention.

A5. Best use of Apps/Games for Marketing

Applications/Games used to market a particular brand/product.

A6. Most Effective App for Consumer

Best campaign/app/ad done by publishers and app developers for consumer through mobile which can include various sectors like Entertainment, Travel & Tourism, Retail, Publishing, Financial services, etc.

A7. Campaign To Drive Sales

Any mobile marketing campaign that directly results in sales of a product/service via mobile. The campaign should be focused only on mobiles to drive/increase sales which can include discounts/offers/gifts/etc to ensure increase in sale of their products through their mobile app/website. The success will be measured by the amount of sales done during the marketing campaign.

A8. Gender Equity

The category invites entries which have used the most effective way to communicate gender sensitivity/inclusiveness/equitable nature, by a brand or company. It may be a modification of behavior by raising awareness of gender equity concerns and made a remarkable contribution to championing gender balance and equality of opportunity. The campaigns should have mobile marketing integrated as one of the strategy along with or without other media and communication platforms. Campaigns which have been submitted in previous category can also enter here and will be judged specifically for gender sensitivity.

A9. Amplification

Best use of mobile platform to amplify the marcom message or reach consumer in a cost effective manner.

A10. Community building

Best campaign done by Brand using mobile to build & engage community in a tactical manner.

A11. Social Connect

Best Campaign done by Brand using Mobile for building lasting communities.

A12. Maximizing Mobile Advertising

Best use of Mobile advertising to narrowcast message (location based) & programmatic advertising for Real Time Bidding (RTB) & Innovation.

A13. Digital Influence

Most effective use of mobile & social videos to generate disproportionate gains.

B1. Cross Media Integration

Campaigns where mobile marketing was integrated as a core strategy with minimum 3 other media and communication channels. For example, TV, Print, Radio, Outdoor, PR, Direct marketing, etc.

B2. In-App Advertising

Use of various form of mobile advertising like banner, push ads, videos, full page ads , etc In-app.

B3. Mobile Applications

Any mobile app that was created as part of an integrated mobile marketing strategy to either provide information, entertainment, productivity or utility as part of the customer experience

B4. Mobile Website

Any mobile website (not an app) developed to provide an enhanced mobile experience to showcase a company, product, brand or service.

B5. Use of Social Media

Campaigns featuring the use of social networks/communities on a mobile platform.

C1. Innovation

Campaigns featuring new or groundbreaking techniques and/or technologies to market a service or a product or even using existing technology in a new or unconventional way to promote product/service to engage customers or to increase sale

C2. Use of Integrated Payment / Mobile Wallet Solutions

Marketing Campaigns with key strategy focused on driving transactions via Integrated Payment Solutions (IPS) / Mobile Wallets. Campaigns where online payment is promoted via IPS / Wallets. Judges will look at cohesiveness of use of Wallet / Payment solutions in overall campaign construct, Results achieved w.r.t cost incurred and effectiveness of campaign.

C3. Use of Rich Media / Video / Interactive Content

Campaigns that increases customer experience and engagement with the brand using rich media technologies or video advertising or Interactive content or mix of them in a mobile environment. Judges will look for creativity in campaign creation centred around content, innovative use of content, results and impact of ad in terms of design, copy writing, use of the medium and memorability of the ad.

D1. Mobile Marketer of the Year * (Entries not invited)

Mobile Marketer of the Year is selected by the esteemed Judges from the maximum metals won in above categories.

D2. Agency of the Year * (Entries not invited)

The mobile/ creative agency/ organisation that won the maximum metals in above categories.

* The winner will be decided on the basis of the total number of points won by the agency in the other categories; A.Marketing Strategy, B. Channel/ Media Strategy and C.Enabling Technologies

Gold 10 points
Silver 7 points
Bronze 5 points