Categories
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 that has generated prospective customers, leads for future engagement, or impacted sales and communications with the right target audience.
A3. Launch of Product/Service
This sub-category deals with campaigns that have used mobile to successfully launch and/or re-launch a product or service.
A4. Relationship Building/Remarketing
This sub-category looks for campaigns that build or manage strong relationships with customers, leading to increased customer loyalty and retention.
A5. Best Use of Apps/Games for Marketing
This sub-category deals with applications/games used to market a particular brand or product.
A6. Most Effective App for Consumer
Best campaign/app/ad done by publishers and app developers for consumers through mobile, including 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 focus only on mobiles to drive/increase sales, including discounts/offers/gifts/etc., to ensure an increase in the 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
This category invites entries that have used the most effective way to communicate gender sensitivity/inclusiveness/equitable nature by a brand or company. It includes modifying behavior by raising awareness of gender equity concerns and making 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 submitted in previous categories can also enter here and will be judged specifically for gender sensitivity.
A9. Amplification
Best use of mobile platforms to amplify the marcom message or reach consumers in a cost-effective manner.
A10. Community Building
Best campaign done by a brand using mobile to build and engage with a community in a tactical manner.
A11. Social Impact / Not for Profit
Campaigns for not-for-profits or government agencies that create significant social change and/or deliver against a public service. This 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 messages (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
This sub-category recognizes mobile campaigns that generated an immediate response from their targeted consumers and enhanced audience reach. Examples of the desired response might include, but are not limited to, purchase, redeeming a coupon, checking in, or voting. This is open to any one-off or ongoing mobile marketing campaign.
A16. Promotion
Campaigns ranging from contests and coupons to special offers, sweepstakes, and POS/merchandising. This includes demos, coupons, exhibitions/trade shows, and games. Be very specific in demonstrating how your campaign specifically changed buyer behavior.
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. Campaigns using creative applications of mobile-based intelligent technology, including AI, chatbots, facial recognition, etc., can also enter.
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 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 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
A campaign that demonstrates effectiveness in engaging consumers via email through a mobile strategy.
A22. Best Use of Mobile – Customer Engagement
This sub-category deals with 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 criteria.
A23. Best Use of Mobile – Property
This sub-category recognizes the 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 fulfill the above-mentioned criteria.
A24. Most Effective DTC eCommerce Campaign
We welcome entries from DTC brands standing out in a time of unprecedented innovation and 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
Campaigns that have integrated mobile seamlessly and displayed originality, usability, and creativity. These are some of the key things our judges will be looking for in all submissions.
A27. Best Use of Mobile – Beauty
This sub-category recognizes 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 criteria.
B. Channel/Media Strategy
B1. Cross Media Integration
Campaigns where mobile marketing was integrated as a core strategy with a minimum of 3 other media and communication channels. For example, TV, Print, Radio, Outdoor, PR, Direct marketing, etc.
B2. In-App Advertising
This sub-category deals with the use of various forms of mobile advertising like banners, 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 provide information, entertainment, productivity, or utility as part of the customer experience.
B4. Mobile Website
This sub-category deals with the use of various forms of mobile advertising like banners, push ads, videos, full-page ads, etc., in 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
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 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 applications of technology that are genuinely innovative.
B7. Best Multi Mobile Channel Campaign
This sub-category deals with campaigns that span two or more mobile channels.
B8. Location-Based Services or Targeting
This sub-category deals with the 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. Campaigns can include one-off executions or longer-term campaigns but must include specifics on impact against your marketing goals.
B9. Most Effective Chatbot Solution
In this sub-category, we are looking for solutions that offer a high level of contextuality while self-serving and seamlessly looping in live agents to achieve faster resolution. We are also looking at the range of customizations that the chatbots can perform to increase customer satisfaction.
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 that stand out in a time of unprecedented innovation and excel 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
C1. Innovation
Campaigns featuring new or groundbreaking techniques and/or technologies to market a service or product or using existing technology in a new or unconventional way to promote a product/service, engage customers, or increase sales.
C2. Use of Integrated Payment / Mobile Wallet Solutions
This sub-category includes marketing campaigns with a 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 the cohesiveness of the use of wallet/payment solutions in the overall campaign construct, results achieved concerning cost incurred, and the effectiveness of the campaign.
C3. Use of Rich Media / Video / Interactive Content
Campaigns that enhance customer experience and engagement with the brand using rich media technologies, video advertising, interactive content, or a mix of them in a mobile environment. Judges will look for creativity in campaign creation centered around content, innovative use of content, results, and the impact of the ad in terms of design, copywriting, use of the medium, and memorability of the ad.
C4. Data/Insights
This sub-category deals with the 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 category awards a mobile creative based 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 considers how long the user stayed on the ad and whether they shared the experience on social media.
C6. Best Use of UGC
User-generated content (UGC) consists of any form of content created by users & consumers about a brand or product. UGC enables authenticity and makes the user the brand ambassador. If you have creatively enabled UGC & crowdsourcing to build consumer collaborative ads, yielding great results and metrics, this category is for you!
C7. Best Data-Driven Display Creative
This sub-category deals with the 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 offline input (e.g., pollution API).
C8. Most Effective Voice Assistant App
Voice assistant apps that can engage efficiently and deliver a high-quality customer experience are what we will be judging. We will also look at features like customization, linguistic diversity, and overall customer satisfaction.
C9. Most Effective App Install Campaign
In this category, the judges seek to recognize the campaign which performed best in driving app downloads. In addition to download numbers, the judges will look at the amount spent on the campaign 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
We are looking for tech platforms that have a clean, no-frills interface, are easy to navigate, and are friendly to users who might not be the most tech-savvy. The affordability of the platform and the scale of its functionality are also factors that will be considered during the judging process.
C12. Best Use of Mobile – Fashion
This category recognizes 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 look for engaging content and user-friendly interfaces that can achieve the above-mentioned results.
C13. 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. This sub-category also calls for campaigns that used creative applications of mobile-based intelligent technology, such as chatbots, facial recognition, etc.
C14. AI & Machine Learning
Any campaign that demonstrates how the use of AI or machine learning platforms improved the targeting and increased efficiency or effectiveness in buying, selling, or creating a mobile advertising solution. This includes campaigns that used creative applications of mobile-based intelligent technology.
C15. Connected Devices / The Internet of Things
This sub-category deals with any technology, 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, smartwatches, digital health products, smart TVs, appliances, etc. The products could be on the market, exist as prototypes, or 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.
D2. Agency of the Year * (Entries not invited)
The mobile/ creative agency/ organisation that won the maximum metals in above categories.