A. Marketing Strategy:
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 strategies 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.
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 Impact / Not For Profit New*
Campaigns for not-for-profits or government agencies that create significant social change and/or deliver against a public service. Includes lobbying, fundraising, expanding, informing, or positively changing attitudes and behaviors. Show how your approach added value to your customers and benefitted your organization.
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.
A14. Best Mobile Messaging Campaign: SMS, MMS
This category focuses on the use of SMS/MMS and messaging platforms such as WhatsApp, Facebook Messenger, WeChat, Line etc., to brilliantly bring a marketing campaign to life.
A15. Most Engaging Mobile Campaign
Recognizes mobile campaigns that generated an immediate response from their targeted consumers, and enhanced audience reach. Examples of the desired response might include, but not be limited to, purchase, redeeming a coupon, checking-in or voting. This category is open to any one-off or ongoing mobile marketing campaign.
Campaign ranging from contests and coupons to special offers, sweepstakes and POS/Merchandising. Includes demos, coupons, exhibitions/trade shows, and games. Be very specific in demonstrating how your campaign specifically changed buyer behaviour.
A17. Maximizing Mobile Advertising / Programmatic and Machine Learning
A campaign that demonstrates how the use of a programmatic / RTB platform improved the targeting and increased efficiency and effectiveness in buying, selling and creating a mobile advertising solution. As well as campaigns using creative applications of mobile-based intelligent technology. Includes AI, chat-bots, facial recognition, etc.
A18. Best use of vernacular language in mobile advertising
A campaign that demonstrates the use of vernacular language including content and advertising to leverage local opportunities demonstrating hyper local expertise in the mobile environment.
A19. Mobile Video
Mobile is quickly ascending as the dominant screen for video consumption. It’s nuanced and intimate and is proven to yield impressive results as the most effective storytelling platform, despite the small screen. The formula for success is far more complicated than a 30 second spot but also offers greater opportunities. Show us your best in class, most impactful mobile video campaigns!
A20. Mobile Audio
Any campaign that demonstrates how the experience of audio techniques, be it music, voice or other sound (audio advertising), was used in a mobile environment to create consumer demand and engagement.
A21. Most Effective Email Campaign
A22. Best Use of Mobile – Customer Engagement
Recognizes the best use of mobile and/or web apps in the consumer goods field that is best designed to increase brand proposition, subscription, and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.
A23. Best Use of Mobile – Property
Recognises best use of mobile and/or web apps from the property industry that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.
A24. Most Effective DTC eCommerce Campaign
We are welcoming entries from DTC brands who are standing out in a time of unprecedented innovation and are excelling in areas including marketing, user experience, and sustainability. The DTCAs will accept entries from direct-to-consumer brands working in industries such as: Fashion, Fintech, Health & Wellness, Beauty, Apparel, Food & Drink, Travel & Tourism, Home & Garden, and other B2C Verticals.
A25. Most Effective Search Campaign
Advertising online and search engine marketing offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. In this category we are looking at campaigns that have been disruptive, impactful, seamless and least interfering.
A26. Best Use of Mobile Integration
A27. Best Use of Mobile – Beauty
Recognises the best use of mobile and/or web apps in the beauty industry that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.
B. Channel/Media Strategy
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 forms 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
Use of various forms of mobile advertising like banner, push ads, videos, full page ads , etc In-aAny 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
Social can include networks (think Facebook, Snapchat, Instagram, etc.), person-to-person (i.e. Skype, Facebook Messenger, Whatsapp etc.). Of course, all work must be focused on the mobile
B6. Best Emerging Technology Campaign: Mobile TV/Video, Bluetooth/WiFi, Voice, RBT, etc
This award recognizes campaigns that have resulted in great brand engagement, through the effective use of technology via Mobile TV/Video, Bluetooth/WiFi, Voice, RBT, etc In particular, judges will be looking for an application of technology that is genuinely innovative.
B7. Best Multi Mobile Channel Campaign
Campaigns that span two or more mobile channels.
B8. Location Based Services or Targeting
Use of GPS, geolocation and/or proximity technologies. It could be a targeted campaign for a location-specific audience (based on proximity), or contextual targeting based on history and customer behavior. Campaign can include one-off executions or longer term campaigns but must include specifics on impact against your marketing goals.
B9. Most Effective Chatbot Solution
B10. Most Effective Augmented Reality/ Virtual Reality Campaign
This category rewards the most effective use of Augmented Reality or Virtual Reality campaigns. Judges will be looking for evidence of effectiveness in terms of metrics such as the number of interactions; dwell time, and revenues generated by the campaign. They will also be looking beyond gimmickry at the most effective use of Augmented or Virtual Reality to achieve a business objective.
B11. Best Consumer Experience O2O
This award recognizes new online-to-offline products that deliver new and compelling consumer experiences using mobile as the core strategy. Nominees must have demonstrated a new or innovative approach to consumer shopping experiences.
B12. Most effective Retail Commerce campaign
Entries from omnichannel retail brands who are standing out in a time of unprecedented innovation and are excelling in areas including marketing, user experience, and sustainability. The DTCAs will accept entries from direct-to-consumer brands working in industries such as: Fashion, Fintech, Health & Wellness, Beauty, Apparel, Food & Drink, Travel & Tourism, Home & Garden, and other B2C Verticals.
C. Enabling Technologies
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 sales.
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 increase 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.
Use of customer data that played an integral role in the development and execution of a campaign to target, engage or develop a meaningful relationship with a specific audience or community. Detail the role that data had within the campaign strategy in achieving the brand and business goals.
C5. Most Engaging Mobile Creative
This is a category that awards a mobile creative on its post click performance. It measures the engagement levels of the user after the first point of interaction and how engaged a person remained as the ad progressed. It takes into consideration how long the user remained on the ad and whether they shared the experience forward on social media.
C6. Best Use of UGC
User-generated content (UGC) consists of any form of content that's created by users & consumers about a brand or product. UGC in turn enables authenticity and makes the user the brand ambassador. If you have creatively enabled UGC & crowd sourcing, to build consumer collaborative ads, yielding great results and metrics, this is the category for you.
C7. Best Data Driven Display Creative
Intelligent use of data insights for scaled personalization of creative to drive campaign and business objectives. Data insights could be based on audiences, context or from offline input (e.g. pollution API)
C8. Most Effective Voice Assistant App
C9. Most Effective App Install Campaign
In this category, the judges are seeking to recognize the campaign which performed best in driving app downloads. In addition to download numbers, the judges will be looking at the amount spent on the campaign in order to assess how well it performed in terms of return on investment.
C10. Most Effective Anti-fraud Solution
Fraud is one of the biggest issues plaguing the digital advertising world, costing advertisers hundreds of millions of pounds every year. This category will reward the most effective solution in stamping out fraud and helping to clean up the digital ad industry.
C11. Most Effective Tech Platform
C12. Best Use of Mobile – Fashion
This category recognises the best use of mobile and/or web apps for a fashion, apparel and / or accessories brand to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mention
C.13 . Programmatic Learning
Any campaign that demonstrates how the use of a programmatic or RTB platform improved the targeting and increased efficiency or effectiveness in buying, selling or creating a mobile advertising solution. Also the campaigns that used creative applications of mobile-based intelligent technology.
This could include : chat-bots, facial recognition, etc.
C.14 . AI & Machine Learning
Any campaign that demonstrates how the use of a AI or Machine learning platform improved the targeting and increased efficiency or effectiveness in buying, selling or creating a mobile advertising solution. Also the campaigns that used creative applications of mobile-based intelligent technology.
C.15 . Connected Devices / The Internet of Things
Any technology or device or wearable that sends and receives data via mobile-driven internet to engage customers or enhance the experience.
This could include : hardware, software, wearables, smart watches, digital health products, smart TV’s, appliances, etc.
Please note that the products could be in the market or exist as a prototype or could be in an incubator stage.
D. Hall Of Fame Awards
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.
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
D2. Agency of the Year * (Entries not invited)
The mobile/ creative agency/ organisation that won the maximum metals in above categories.
D.3 Tech platform of the year
(The winner will be decided on the basis of the total number of points won by tech Platform)