Effective Mobile Marketing Awards (EMMAs) 2013, the award-winning mobile campaigns with case studies and videos

The Effective Mobile Marketing Awards (EMMAs)

• Founded: 2010.
• Organized by: Mobile Marketing Magazine.
• Deadline for entries: September, each year.
• Entry fee: free (though originally there was a fee).
• Number of entries: 250.
• Winners announced: November, each year at an awards dinner in London, UK.
• Categories in 2013: Most Effective Mobile… Advertising Campaign; Tactical Messaging Campaign; Advertising Network; Affiliate Campaign; Augmented Reality Campaign; B2B Application; B2C Application; Charity Campaign/Solution; Couponing or Barcode Campaign; CRM/Messaging Campaign; Location-based Service/Campaign; mCommerce Solution; Mobile Site; Campaign from a Mobile Operator; Payment Solution; Publishing Solution; Social Campaign; Mobile Sales Promotion; Tablet Application; Ticketing Solution; Travel & Tourism Solution.
• What the judges look for: Originality of idea (scored out of 10); quality of execution (out of 10); Effectiveness (out of 15)
• mobiThinking verdict: The EMMAs is rapidly becoming one of mobiThinking’s favorite awards. The quality of the entries improves year-on-year. Entries still tend to be skewed towards the UK and Western Europe, but the global reach is growing. The distinguishing feature of these awards is the focus on effectiveness. That means these winners have been honored because they delivered ROI for the client, not just because the creative looked nice. The organizers go to some trouble to profile both the winners and finalists in the magazine and online… which is a lot more useful than the list of winners that some awards think is acceptable.
• Judges include: David Murphy, Mobile Marketing magazine; Helen Keegan, technokitten.com; James Cameron, Camerjam; John Mew, IAB; Rob Thurner, Mobile Training Academy; Russell Buckley, UK Government Advisor; Nick Lane, mobilesquared; Steve Ricketts, ATAO; Andy Favell, mobiThinking.
Previous winners with videos and case studies: 2012 winners2011 winners2010 winners.

Guide to mobile awardsWorld Summit Mobile AwardsEMMAsSmarties (MMA Awards)Global Mobile AwardsCannes LionsMeffysME Awards

• Congratulations finalists – please send a link to your video case study to: editor (at) mobiThinking.com, if you wish it to be included here.

Most Effective Mobile CRM/Enterprise Messaging Campaign

Winner: Brandtone and PepsiCo – Credit for Torcida
Summary: Street traders represent nearly 90 per cent of PepsiCo’s sales of Torcida snacks in Brazil, but how do you engage with an estimated 200,000 informal traders and street vendors in a meaningful way? For Pepsico, mobile was the answer. Working with Brandtone, PepsiCo offered Torcida vendors free airtime via mobile redemption of codes printed on product shipper packaging, in return for answering questions about their business needs and priorities. The campaign drove significant sales uplift and ongoing engagement with the street trader community.
Brandtone – Knorr Soup In Every Stew
Infinite Convergence Solutions – Enterprise Messaging Service
Iris Mobile and Leo Burnett USA – George & Will Come to Life
OpenMarket – Amdocs Mobile Engagement Platform Deployment
Westfield/nFluence – My Westfield Personalised App

Video case study: Credit for Torcida.

Most Effective Mobile Advertising Campaign

Winner: OMD UK/Intel – Intel Inside Live: TV Star In 30 Seconds
Summary: This campaign aimed to reverse negative perceptions of the Intel brand among young digital natives. It gave TV viewers the chance to star in Intel’s Christmas TV ad in the X Factor Final, with the ad created during the programme by bringing together mobile, social and TV. A 10-second ad near the start of the show invited the audience to star in the ad using the Shazam app and their mobile to submit festive picture messages to their friends, all to be live-edited remotely and showcased in a final ad at the end of the show, making it the fastest edited and approved TV commercial shown in the UK. 17,000 people engaged with the campaign, and brand sentiment improved significantly.
Highly commended: OMD UK/Channel 4 – Tonight on 4 TV Guide
Cheil Worldwide and Mobile 5 – Samsung Galaxy S4 Global Launch
Fetch – From eBay With Love
InMobi – Nick Grimshaw Breakfast Show
Manning Gottlieb OMD – John Lewis Click and Collect
Manning Gottlieb OMD – Driving the Nissan N-Tec
Manning Gottlieb OMD – Specsavers Hyper-local Sales
Millennial Media/Eagle Eye/Harvester – Mitchell & Butlers Harvester Passbook
Mindshare – Kleenex & Sneezeman: The Game
OMD UK/Coty UK – Rimmel London Kate Mappe Lip Ad Sync
Somo and Probability – Lady Lucks Second Screen
Unilever VO5 – VO5 & Shazam
Waitrose – Waitrose Passbook
YuMe – JustWink

Video case study: Intel Inside Live: TV Star In 30 Seconds.

Most Effective Tactical Messaging Campaign

Winner: Iris Mobile and Leo Burnett USA – George & Will Come to Life
Summary: The goal of the campaign was to attract theatre goers to a production of the musical, “Sunday in the Park with George” at Chicago’s Shakespeare Theatre, on a shoestring budget of less than $10,000.
Leo Burnett USA went to the Art Institute of Chicago, the home of the painting that inspired the play, and created a fake painting with the main characters missing. While guests were completely confused… the “missing” characters came to life in front of their eyes. After the performance the audience was encouraged to opt in to a mobile messaging campaign. Those who did received a video trailer encouraging them to buy tickets to see the play. The campaign delivered the highest number of first-time guests in the theatre’s history, and extended the musical’s run by an extra seven nights, at a time when sales were slumping.
Amobee – Svarovski App Download and Footfall Campaign
MEC – Colgate Kumbh Mela
Manning Gottlieb OMD – Virgin Wi-fi on the Underground
Mindshare UK – Comfort Range, Weve Proximity Messaging
Virgin EMI & the7 Stars – Avicii ‘Wake Me Up’ Mobile-first Alarm

Video case study: George & Will Come to Life

Most Effective Mobile Advertising Platform/Network

Winner: Fiksu Mobile App Marketing Platform
Summary: The company offers a high-performance mobile app marketing platform that delivers quality users at scale. It combines centralized media buying from what the company claims is the world’s largest mobile advertising inventory, with advanced optimization technology, to help app marketers deliver exceptional results. Fiksu says that its algorithm-based, real-time ad buying platform secures the lowest possible cost-per-install, and targets high-quality, loyal users for an app. Developers and brands using the platform include Coca-Cola, Zynga, Rovio and Disney.
Highly commended: Qriously Opinion Targeting
AdColony HD Instant-Play
Leadbolt Mobile User Acquisition and Monetization Platform
Smaato Mobile RTB Ad Exchange
Tapjoy Mobile Advertising Platform
Textlocal Messenger 2.0
Upstream MINT

Most Effective Location-based Service/Campaign

Winner: MEC – Colgate Kumbh Mela
Summary: This campaign targeted Hindu pilgrims attending the huge Kumbh Mela festival. The aim was to drive footfall to the Colgate stand, where the new Ayurvedic toothpaste was being sampled, and sold at a discount. Subscribers who came within a certain proximity to the Colgate stand were sent a 30-second voice message (as opposed to text message, due to high levels of illiteracy), encouraging them to visit the Colgate stand. 175,000 subscribers were contacted over three days, increasing footfall to the Colgate stall by over 300 per cent.
Highly commended: Finalists:
9xb – Eddisons
Manning Gottlieb OMD – Specsavers Hyper-local Sales
MX Data – Tube Map
Telmap Navigator South Africa
Virgin EMI & the7stars – Emeli Sande Valentine’s Day Proximity MMS

Video case study: Colgate Kumbh Mela.

Most Effective Mobile Affiliate Campaign/Solution

Winner: TradeDoubler Omni-Channel Affiliate Program for The Body Shop
Summary: Mobile is at the heart of The Body Shop’s affiliate activity, driving significant sales growth. For 2012/13, The Body Shop provided Tradedoubler with four main objectives for its affiliate program: to grow sales by 40 per cent over the previous year; to expand the mobile and in-store strategy for affiliates; to mirror The Body Shop’s movement to an omnichannel brand; and to remain at the forefront of innovative solutions in the online space. Tradedoubler’s activity over-delivered against all targets, making it a worthy winner in this category.
Affiliate Window Network
Mac Presents – Rolling Stones App Sponsored by Citi
Tradedoubler’s Mobile Affiliate Solution
Westfield/nFluence – My Westfield Personalised App

Most Effective Mobile Augmented Reality Campaign/Solution

Winner: Nimbletank Universal Music Grrrrrr Rolling Stones Album Launch
Summary: Nimbletank set out to create the world’s first Augmented Reality album launch for the release of The Rolling Stones’ 50th anniversary album, ‘GRRR!’. The result was uView, an app that allows Universal Music to create integrated campaigns that merge worlds instantly. More than 3,000 locations, including the Eiffel Tower, Big Ben and the Statue of Liberty were ‘tagged’ to release the virtual gorillas featured on the album artwork. When a user pointed his uView-equipped app at one of the buildings, he or she saw one of the Gorillas scaling the building. Grrregory (the gorilla) was seen over 200,000 times on buildings across the world, and a 28 per cent clickthrough rate to buy the album directly from the app. A great campaign
Highly commended: Audi and Somo Audi A3 iPad App
Audi and Somo – Audi Vision
Fetch – eBay Living Augmented Reality Campaign: Three Lives of Household Objects
Re:Systems: BT London Live App

Video case study: UView augmented reality campaign

Most Effective B2B Mobile Application

Winner: Warburtons/Golden Gekko
Summary: Golden Gekko developed this tablet app for the Retail Field Team at Warburtons, to help them manage inventory across more than 20,000 stores across the UK. The app mobilizes the process of capturing in-store product data, and equips the team with real-time storecard details, access to marketing and promotion collateral, and an interactive product catalogue. Today, the company estimates it is saving an estimated 5,000 working days on a yearly basis, thanks to time saved which was previously taken up inputting data. The app has proved hugely popular with the people who use it.
Auto Trader Dealer Portal
EE/Publicis Blueprint – Orange Exchange Magazine App
Honeywell/ The Purple Agency – Honeywell Installer Assistant
It Suits IT – Apps4FashionRippll AppSplash – Boxpark App
Myrio Interactive Shopping Window
Pitcher CLM
Tassell Design – ProLogis UK iPhone/iPad App
Thomson Reuters Eikon

Most Effective B2C Mobile Application

Winner: Mothercare app
Summary: The Mothercare iPhone app is designed as a smart companion for busy mums and mums-and-dads-to-be, designed to help them through one of the most important times of their life. In the app, users can shop the full mothercare.com range, view product videos, access their mothercare.com account, and create wishlists, checklists and To Do lists. The app also features a store finder, barcode scanner, advice-led videos from Mothercare TV, and a week-by-week pregnancy guide. It looks great, is easy to navigate, offers a heap of useful advice to a target audience that really needs it, and the entry came with a convincing stats as evidence of the app’s success and effectiveness.
Highly commended: The Asda App
AccuWeather for Android
British Gas App
Durex – The Durexperiment App
MX Data – Tube Map
Sync Interactive – Pregnancy by Bounty
TUI Travel/AKQA/Aditi Technologies/Creator – My Thomson App
Turkiye Is Bankasi – IsCep
Westfield/nFluence – My Westfield Personalised App
Wimbledon, The All England Lawn Tennis Club – Wimbledon 2013 Official App

Video promo: Mothercare app

Most Effective Mobile Charity Campaign/Solution

Winner: OpenMarket Open Fundraising’s Mobilise Platform
Summary: Mobilise is an innovative and easy-to-use platform for regular giving mobile donations via Premium SMS. It’s built on OpenMarket’s robust gateways, and allows the rapid creation and deployment of SMS-based donation services. The platform enables donors to control their gifts and the charities they donate to, while also connecting charities with a younger audience. The Mobilise platform has processed over £1m of donations in the year to date, with a further £700,000 expected before the end of the year. There are currently 15 charities using the platform, including UNICEF, RSPCA, Shelter and Merlin.
Friends of the Earth and OpenFundraising – The Bees Need You
OpenMarket – DEC Syria Crisis Appeal
Sociercise Virtual Charity Races
The Marketing Arm – The Skyhook Challenge
Velti – Comic Relief 2013

Most Effective Tablet Application

Winner: Apptitude Media British Journal of Photography iPad App
Summary: The British Journal of Photography iPad app takes the honours in this category for two reasons. Firstly, it’s a beautiful piece of work, with, as you might expect, stunning photography and great design. But the judges were impressed too by the story behind the development of the app, the way in which the magazine, which launched in 1854, has reinvented itself for the mobile age. And with such success that there are now 140 per cent more subscribers to the iPad version of the magazine, than there are to the print version.
Highly commended: EE/Publicis Blueprint Orange Exchange Magazine App
Accenture Outlook iPad App
Audi and Somo – Audi A3 iPad App
Auto trader iPad App
EE/Publicis Blueprint – Orange Exchange Magazine App
Hotels.com iPad App
Pocket App – Prostate Clinic
Re:Systems – Skidmore, Owings & Merrill LLP Portfolio App
Wimbledon, The All England Lawn Tennis Club – Wimbledon 2013 Official iPad App

Video demo: British Journal of Photography iPad App

Most Effective Mobile Couponing or Barcode Campaign

Winner: Manning Gottlieb OMD – Specsavers Hyper-local Sales
Summary: The judges liked this campaign for the clarity of thought and execution. The first step towards selling a pair of glasses is to convince a customer to take an eye test, so the campaign was designed to drive spontaneous footfall for free eye tests in Specsavers’ branches, using mobile coupons that users could redeem in their local store, with a unique SKU code. When users tapped on an ad, they were taken to the offer page, and encouraged to download their voucher to Passbook (non-Apple users could save the URL or take a screengrab of the voucher). Results are confidential, but the campaign was a huge success.
Highly commended: i-movo Coors-Light Cold Caller
Finalist: Millennial Media/Eagle Eye/Harvester – Mitchell & Butlers Harvester Passbook

Most Effective Mobile Site

Winner: Nimbletank Mobile Site
Summary: Nimbletank took this award for its bold vision of what a mobile site could be and could look like. The best way to describe it is to encourage you to look at it on your own handset. The motive for the site was to showcase the company’s abilities – it has helped the company pick up an impressive roster of clients, including ASOS, Universal Music Group, BBC and Random House Publishing and the company saw a 500 percent increase in revenues within three months of release. This is the first time the EMMAs has given the Most Effective Mobile Site to a mobile firm for its own project, but despite the fact that it was up against some stiff competition, it’s totally justified. The phrase mobile-first might have been invented for it.
Highly commended: Debenhams
Isobar – Toyota GT86 ‘The Real Deal’
Movement – ADT 2012
The Share Centre/SDL Mobile – The Share Centre
Velti – Walkers Homegrown

Video case study: Nimbletank Mobile Site.

Most Effective mCommerce Solution

Winner: Demandware Mothercare
Summary: Mothercare takes the honours in this category for its mobile site, which displays the full Mothercare range, with multiple product images, product reviews, easy sort and refine options, and synchronised basket and browse history between the full site and the mobile site. The site has delivered significant year-on-year increase across a number of metrics, including session length, revenue, average transaction value, and site speed.
Add Innovation – Zando
9xb – Hi-Tec
Paythru & ParkREG – ParkREG
Paythru, Shopamani and Mudo – Mudo Express Checkout
The Share Centre/SDL Mobile – The Share Centre
TxtNtion – Junglepay.com

Most Effective Campaign from a Mobile Operator

Winner: EE/Publicis Blueprint Orange Exchange Magazine App
Summary: Publicis-Blueprint produces this beautiful, bi-monthly tablet magazine for iPads and larger Android tablets on behalf of Orange. It’s aimed at the operator’s business customers, and is designed to keep them informed about EE and Orange products and services in a rich, interactive and engaging manner, something it succeeds handsomely in doing, with intuitive navigation and beautifully-presented content. The magazine is also used for reader surveys and polls to provide EE with customer insight. In a reader survey conducted earlier this year, 92 of respondents took positive action as a result of reading the magazine, with 55 per cent visiting the business website, 32 per cent contacting EE about products or services, and 13 per cent changing their business tariff.
strong>Highly commended: Velti – Vodafone Freebee Rewardz
Amobee – Telefonica Tu Me App Download Campaign
EE/IMImobile – EE Personalised Mobile Site
T-Mobile/IMImobile – Dancing Dads Campaign

Video demo: Orange Exchange Magazine App.

Most Effective Mobile Payment Solution

Winner: PKO Bank Polski IKO Mobile Banking App
Summary: The IKO app combines mobile banking and payments. It enables users to make payments and ATM withdrawals, and to send person-to-person payments to a mobile phone number. It also shows the current account balance and transaction history. The app launched in March, and has seen transactions to the tune of tens of millions of Polish zloty (several million pounds).
Bango’s Payment Platform for App Stores
Corethree – Brighton and Hove Buses Mobile Ticketing
Kotak Mahindra Mobile Banking App
Oxygen8 Group – Charge2Mobile
PostFinance – iTunes Credit Top-up
Turkiye Is Bankai – Iscep Parakod

Most Effective Mobile Publishing Solution

Winner: Velti 5ml
Summary: 5ml is a cloud-based, rich media authoring and publishing tool for multiple-channel HTML5-capable devices and media. It includes a free canvas editor tool, with over 40 built-in widgets, and allows brands and publishers to produce mobile versions of their content in the most effective format and factor for smartphones and tablets. There are currently 4,000 active 5ml mobile projects, serving millions of requests monthly across the globe.
It Suits IT – Apps4Fashion

Video promo:

Most Effective Social Campaign

Winner: Initiative UK – Tesco Forget Me Not
Summary: The plan was to position Tesco, in the run up to Christmas 2012, as ‘Santa’s little helper’ – the retailer that was open late, and understood its customers’ needs at Christmas time.
It used Facebook ads and page posts to ask Tesco shoppers’ what were their most forgotten items at Christmas, and then targeted customers with ‘most forgotten’ messaging when they were close to a Tesco store. Reminders were even incorporated into shoppers’ smartphone calendars. The campaign generated almost 6,000 comments, more than 26,000 clickthroughs to a mobile landing page, and increased Tesco’s market share in the run up to Christmas by 1.8 per cent.
Highly commended: Tapit – Halo Capture the Poster
Millennial Media & Maxus – Mercedes ‘You Drive the Story’
Millennial Media & MEC – Activision Call of Duty, Black Ops II’ Photo Shoot Campaign

Video case study: Halo Capture the Poster

Most Effective Mobile Sales Promotion/Direct Response Campaign

Winner: Upstream Megabolada Brazil 2012
Summary: Megabolada is an on-going mobile SMS marketing promotion operated by Upstream on behalf of four mobile network operators in Brazil: TIM, Claro, Oi, and Vivo. The campaign uses freemium mechanics to engage subscribers on a scale never before attempted via a trivia quiz with prizes, including a weekly R$20,000 (US $10,000) cash prize. Using its MINT platform, Upstream is able to help operators segment their customers and share the insights captured from the responses to the campaign. The results, while confidential, are little short of incredible, both in terms of participation, and revenues generated.
Highly commended: Millennial Media/Eagle Eye/ Mitchell & Butlers Harvester Passbook
Brandtone – Credit for Torcida
Friends of the Earth and OpenFundraising – The Bees Need You
i-movo – Coors-Light Cold Caller
Manning Gottlieb OMD – Specsavers Hyper-local Sales
Waitrose – Waitrose Passbook

Most Effective Mobile Ticketing Solution

Winner: Corethree Brighton and Hove Buses Mobile Ticketing
Summary: The Brighton and Hove mobile ticketing service includes a powerful mPayment and mWallet solution which means users can pay for products and services via any major smartphone or tablet, via any network, and by any debit or credit card. Since launch, the solution has generated over £1m in revenue from passengers using over 290 different devices on upwards of 130 mobile networks from around the world.
Highly commended: Finalists:
Movement – V Festival 2012: Our Garden
Paythru & ParkREG – ParkREG
Code Computerlove and Chester Zoo – Chester Zoo’s Fast Ticket Sales Solution

Most Effective Mobile Travel & Tourism Solution

Winner: TUI Travel/AKQA/Aditi Technologies/Creator My Thomson App
Summary: Usually when you book a holiday, that’s the end of the relationship with the company you book it with until you get to the airport. So the judges loved this app from TUI Travel, through which it engages with the customer from the moment they book their holiday to the moment it begins. It offers information on the resort, hotel, flights, weather and excursions, plus a ‘days to your holiday’ countdown timer, currency converter, and To Do and My Packing lists. The download and usage stats, which were for judges’ eyes only, were impressive too. For its ability to maintain a relationship with the company’s customers, the TUI Travel app is a worthy winner in this category.
Highly commended: MX Data – Tube Map
AirAsia Expedia & Somo – AirAsia Expedia App Promotion
Netbiscuits – Hotels.info

Video promo:

Videos from EMMAs finalists

Video case study: Novartis “Skyhook Challenge”

Video demo: Millennial Media & MEC – Call of Duty, Black Ops II

Video case study: Wimbledon 2013 Official App

Video case study: Ladylucks Dual Screen

Video case study: Hotel.info Netbiscuits

• 2012 Winners include (brand/agency):: Papa John’s (Net Media Planet); McDonald’s (MobileBits); The Body Shop (TradeDoubler); Unilever (Rabarba); O2 (Cherry London); British Gas (IMImobile); McDonald’s (OMD); Screwfix Direct (Netbiscuits); Wienerberger (Sync Interactive); EasyJet (Mobile Travel Technologies); Compsoft; Nokia (YOC); Fiksu; Pizza Hut (Bemoko); Stylist (Blippar); Vodafone; Samsung (Kilimanjaro Live/Intellitix); Barclays. Full details and video case studies here.

• 2011 Winners include (brand/agency): The Guardian; Sainsbury’s (Groupe Aeroplan); BSkyB; Pepsico (Rabarba); Auto Trader; New Look (MIG); TripAdvisor; British Airways (Incentivated); Debenhams; Chiltern Railways (Masabi); Disasters Emergency Committee (OpenMarket); Txtlocal; Sony Columbia Music (Fetch Media); Buongiorno; Mippin; Rippll; Flexion Full details and video case studies here.

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