The Cannes Mobile Lions winners 2012: the award-winning mobile campaigns with case studies and videos

Update (June 2013): The 2013 winners of the Cannes Mobile Lions are here.

Awards: Cannes Lions International Festival of Creativity
Founded: 1954; Mobile Lions launched 2012.
Deadline for entries: March.
Entry fee (for Mobile Lions): €399 (US $528.65) for international entries €478.80 (US $634.37) for UK entries
Winners announced: June.
Prize: (much coveted) Lion trophy.
mobiThinking verdict: mobiThinking has been campaigning for years for a Mobile Lions category at Cannes, so it’s good to see it attract a whopping 965 entries in the inaugural year. In 2010 and 2011, we collated all the mobile campaigns across the various Lions categories, which gave a good indication of what was to come this year. The quality and variety of winners is pretty impressive. The excellent thing about Cannes is that most entrants prepare an enlightening video case study (many of which we have tracked down).
The 2012 mobile categories were carefully crafted (disclosure: mobiThinking was one of the advisers to the Cannes organizers as the mobile Lions was set up) to help to avoid the tsunami of branded novelty apps which monopolize most mobile awards. However the Cannes’ heritage is advertising, so creativity tends to be prioritized over effectiveness in the judging criteria, and thus submissions can be a bit vague when it comes to results.
Disclosure: mobiThinking was one of the advisers to the Cannes organizers as the mobile Lions was set up.
Judges: Ana Paola Teixeira, AndinaTech (Chile); Peter Sells, BBH (UK); Leo Xavier, Grupo.Mobi (Brazil); Daisuke Yanasawa, Kayac (Japan); Hoon-Joo Shin, Korea Telecom (KT) South Korea; Per Holmkvist, Mobiento (Sweden); Salvador Carillo Bardo, Mobile Dreams Factory (Spain); Laura Marriott, NeoMedia (USA); Barney Loehnis, Ogilvy & Mather (Hong Kong); Tom Eslinger, Saatchi & Saatchi (UK); Paul Gunning, Tribal DDB (USA); Geoffrey Handley, The Hyperfactory (USA). • Agency profiles: The Hyperfactory; BBH; Grupo.Mobi; Mobiento; Mobile Dreams Factory; Ogilvy & Mather.


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

• Congratulations winners, if you would like to see your video case study featured here, or if we’ve have missed any award-winning mobile campaigns at Cannes, please contact: editor (at) mobiThinking.com.
• Essential reading for all prospective awards entrants: Confessions of a Cannes Mobile Lions jury member.
• For analysis which countries did best, entered the most, top performing agencies, categories attracted the most entries etc see: Cannes Mobile Lions 2012 – scrutinizing the numbers.
• Also read mobiThinking’s article in Cannes Daily News Mission possible: how mobile helps companies deliver strategic objectives.


Grand Prix winners


Nike+ Fuelband (USA)

Awards: Titanium Grand Prix; Cyber Grand Prix.
Category: Titanium and Integrated.
Brand: Nike.
Agency: R/GA New York.
Summary: Nike and RG/A has invented a common, universal metric called Fuel that tracks all your daily activity via a bracelet-like device called the Nike+ FuelBand. Fuel allows anyone who’s active to compare their cumulative activity with others, whatever activities each have undertaken, as proclaimed by the tagline: “Now everything you do counts.” One button on the FuelBand lets you set your daily goal, and then watch as the indicator turns red to green as you approach your goal. The FuelBand syncs via Bluetooth with the Nike+ Website – which now boasts 6 million members – and Nike+ Fuel mobile app . The mobile app allows you to set your daily goal; see your daily activity breakdown and view your progress by week, month, or year; connect, compare and compete with your Facebook friends; see your daily and weekly NikeFuel totals on a social leaderboard and keep a diary record. The app automatically sends all your information to your Nike+ profile online and allows you to manage your Nike+ profile and settings on the go. When the FuelBand became available online for pre-order, the demand was so high it sold out within minutes. Once the FuelBand was available at Niketown, customers lined up around the block before doors opened.
Other awards for this entry: Gold Titanium and Integrated Lion; Silver Mobile Lion (Use of innovative mobile technology).
More information:video case studymobile part of campaign • For background on Nike+ see Mission possible: how mobile helps companies deliver strategic objectives.

Video case study: Nike+ Fuelband (USA).


Hilltop re-imagined for Coca-Cola (USA)

Awards: Grand Prix Mobile Lion.
Category: Craft: Best user experience.
Brand: Google
Agency: Grow Interactive Norfolk.
Summary: Grow Interactive re-imagined Coca-Cola’s classic ‘Hilltop’ commercial for a modern audience, in the digital age. Fulfilling the promise of the original ad, it allows users to connect with strangers by sending a Coke around the globe to an unsuspecting recipient. The rich media ad ran on Google’s AdMob network, within apps for iOS and Android devices. A viewer can react to the ad, deciding where to send a Coke by selecting one of many custom-designed vending machines located around the world, from New York City, to Cape Town, to Buenos Aires. They can then add a custom text message to personalize their Coke delivery. Google Translate converts these messages on the fly, breaking down the language barrier across countries. A dynamic video with Google Maps, Street View, and composite motion graphics shows the Coke’s journey from the viewer’s current location to the vending machine across the globe. Users can wait for confirmation of their Coke’s delivery, or enter an email address to be notified later. Once the Coke is delivered, recipients are not only treated to the generosity of a stranger, thousands of miles away, but they can also say ‘thanks’ by sending a video message of their own back to the user. A gallery showcases some favorite exchanges between people around the world connecting over a can of Coke. Today’s technology allows us to make good on a promise Coca-Cola made over 40 years ago, and lets users ‘Buy the World a Coke’ from the palm of their hand.
Other awards for this entry: Silver Cyber Lion (Advertising & media); Bronze Mobile Lion (Rich media advertising for mobile devices).

Video case study: Hilltop re-imagined for Coca-Cola.


Gold winners

• Includes both Mobile Lions and mobile campaigns that won in other Lions categories.


Mobile Medic (Australia)

Awards: 2 x Gold Promo and activation Lion; Gold Direct Lion; Gold Media Lion.
Category: Promo: Best use of outdoor; Best use of digital media. Direct: Direct response via mobile marketing. Media: Best use of mobile devices.
Brand: Australian Defence Force.
Agency: George Patterson Y&R Melbourne; VML Kansas City
Summary: The Australian Defence Force wanted to recruit 850 medical students worthy of a Defence Force University Scholarship. An augmented reality (AR) app called ‘Mobile Medic’ was created to help find the best students while giving them a taste of what life is like as a Medical Officer. The app allows students to x-ray, scan and diagnose a series of patients across screens and billboard posters. The promotion then saw students graduate from patient to patient, using true-to-life diagnostic techniques, in a race rewarded with a Defence University Scholarship. The promotion was the entrance exam. The experience immersed them in the role of Medical Officer, letting them use CT scanning, Angiogram, Stethoscope, ECG, and Ultrasound on very real and dramatic Defence Force scenarios. Those who performed the best were called straight away and offered their Scholarship. This promotion not only not only narrowed down the applicants and found the best, it also gave those few a very real experience of the amazing day-to-day lives in the role they would fill. Also medical students are naturally more competitive than most students, which is why a promotion where they competed, in and around their campus, was a perfect fit.
Other awards for this entry: Titanium and Integrated Bronze Lion; Silver Outdoor Lion (digital outdoor).

Video case study: Mobile Medic (Australia).


Pain Squad (Canada)

Awards: 2 x Gold Mobile Lions.
Categories: Craft: Best user experience; Mobile applications: Charities, not for profit and public information
Brand: The Hospital for Sick Children
Agency: SickKids; Cundari Toronto.
Summary: Every year at Toronto’s Hospital for Sick Children thousands of children with cancer are being treated. This includes painful treatments such as surgery, chemotherapy and radiation. The hospital is continually working on innovative ways to minimize the pain being experienced. To help them do this, they need their patients to record exactly how they are feeling on a daily basis. After treatment however, many patients are too tired or discouraged to even hold a pen much less keep detailed reports and unfortunately unless the data is collected consistently, it is virtually useless. The answer was the Pain Squad Mobile App. Each child was given an iPhone loaded with our App, then twice a day they received an alert informing them it was time to complete their pain reporting mission. With a simple flick of the finger, kids could easily identify exactly where and how much it hurt. An engaging reward and graduation structure encouraged patients to file their reports as consistently as possible. Then to help keep the recruits motivated as they progressed, we enlisted the casts of Canada’s top police dramas, Flashpoint and Rookie Blue, to inform our patients when they were moving up the ranks through a series of motivational videos. The response to the app has been amazing. Due to its success, the Pain Squad Mobile App is now set to roll-out into four other Canadian hospitals and will soon be made available everywhere. So now, thanks to SickKids and their commitment to innovation and medical thought leadership, kids with cancer the world over will have a new weapon in their brave fight.

Video case study: Pain Squad (Canada).


Backseat Driver (Japan)

Awards: 2 x Gold Mobile Lion.
Category: Creative use of technology: activation by location or proximity and Mobile games: Products.
Brand: Toyota.
Agency: Party Tokyo.
Summary: Backseat Driver is the first digital toy from ToyToyota. It’s an iPhone app which allows kids to enjoy driving from the backseat of the car. By using the iPhone’s GPS function, the player is able to drive a virtual car, which moves along with the real car that he/she is riding. They can collect actual shops and landmarks, which are generated using the Foursquare API. The player can accrue points, customize their car, and share their drive with friends via Twitter. The “Backseat Driver” offers the passenger a new way to enjoy driving.

Video case study: Backseat Driver (Japan).


Be The Coach (South Africa)

Awards: Gold Branded Content & Entertainment Lion.
Category: Branded Entertainment: Best use or integration of experiential events.
Brand: Carling Black Label (South African Breweries).
Agency: Ogilvy Cape Town.
Summary: South African soccer fans feel that they know their teams better than anyone else, but their cries from the stands, couches and living rooms had always fallen on deaf ears. So, Carling Black Label rewarded soccer fans by giving them the chance to use their mobile phones to vote for the players that would take to the field in a special televised Carling Black Label Cup between South Africa’s top soccer teams Kaizer Chiefs and Orlando Pirates. Using a unique code, found under the bottle cap, fans could literally Be the Coach by voting to select the players and could even make live substitutions on the day of the game (whether they were watching the game at the stadium or live on TV). The campaign was used a wide range of channels including TV, PR, Radio, Press, Digital, Mobile, On Pack advertising and Point of Sale to drive participation in the eight-week build-up to the televised soccer match. Media owners also took the campaign idea and independently promoted it to their audiences on their own platforms. Over 80,000 fans watched the Carling Black Label Cup live in Johannesburg’s World Cup Stadium – with millions more watching on national TV. Be the Coach received 10.5 million votes over a 7 week promotional period. 78% of the fans engaged with the campaign more than once. 82% of the votes came from a new target audience for Carling Black Label. The campaign generated over $12.2m of P.R. for the brand. Carling Black Label saw strong growth in a declining beer market
Other awards for this entry: Silver Mobile Lion (Best Integrated Campaign Led by Mobile); Bronze Direct Lion (Direct response via mobile marketing); Bronze PR Lion (Best Use of Sponsorship)

Video case study: Be The Coach (South Africa).


VIP Fridge Magnet (United Arab Emirates)

Awards: Gold Mobile Lion.
Category: Creative use of technology: Use of innovative technology for mobile.
Brand: Red Tomato Pizza.
Agency: TBWARAAD Dubai.
Summary: Red Tomato is a neighborhood pizzeria wanting to drive loyalty with existing customers and increase delivery orders in the face of competition from multinational pizza chains, with big budget ad campaigns and ‘value deals’. While home delivery is popular in a city with over 200 nationalities, placing and receiving the right order is usually riddled with communication problems. We delivered Red Tomato fridge magnets to loyal customers. The twist? The magnet doubles as the ultimate VIP pizza emergency button! Customers could activate it by connecting through Bluetooth with their mobile phones. With just the press of a button, it would automatically place an order for their favorite Red Tomato pizza whenever a craving struck. And if fans found a new favorite, they could simply edit their preferred order online, with the pizza magnet updating their selection on the spot. In addition, a YouTube teaser video was created to make other customers realize what they were missing out on. The VIP Fridge Magnet uses tech innovation to drive convenience and create a personal, one-of-a-kind experience at the same time. Instead of a campaign, we developed a game-changer product and a new way for the brand to deliver customer satisfaction. The VIP Fridge Magnet is the world’s first one-push pizza delivery service, exclusively for Red Tomato’s most loyal customers. Finally, we helped Red Tomato customers enjoy ordering their favorite pizzas! This new kind of customer engagement increased orders and earned the pizzeria word-of-mouth and buzz that money just can’t buy. In just 4 weeks, On a total marketing budget of $9,000: Deliveries increased by 500%, 3,240 requests from existing customers 97,133 requests from new customers. It also delivered over 12,000 mentions 9,400 news stories worldwide and over $8 million in free media franchisee opportunities around the world.
Other awards for this entry: Silver Mobile Lion (Craft: Best user experience); Bronze Media Lions (Best use of mobile devices).

Video case study: VIP Fridge Magnet (UAE).


Sunny Sale (South Korea)

Awards: Gold Direct Lion.
Category: Direct Lions: Direct response via mobile marketing.
Brand: Emart.
Agency: Cheil Worldwide Seoul
Summary: Even though Emart is Korea’s No.1 discount store, it has a weakness. Its sales drastically decrease during lunch time. Therefore, Cheil Worldwide would like to find a way to increase sales from 12p.m. to 1p.m. to reinforce their market leader position. We installed a shadow QR Code which was only available from 12p.m. to 1p.m when the sun was at its highest. When people scan the QR Code it is automatically linked to the SunnySale mobile homepage. The users receive special offers including a $12 coupon. When users make a purchase on the online store, it is directly delivered home. Over 12,000 coupons issued and new Emart membership increased by 58% in February from the previous month. Sales at Emart mail increased 25% during lunch hours in February and media coverage on the shadow QR Code promotion over the past month.
Other awards for this entry: Silver Mobile Lion (Creative use of technology: Augmented mobile experience).

Video case study: Sunny Sale (South Korea).


Mystery Ad (Germany)

Awards: Gold Mobile Lion.
Category: Rich media advertising for mobile devices: Products.
Brand: Nokia
Agency: YOC/Carat
Summary: Surfing the mobile web, the user is surprised by a sudden appearance of the Windows Phone interface on their iOS or Android device – a surreal experience. No channel can be targeted as efficiently as the mobile channel: delivered only to iOS and Android users in Germany, Nokia presents a well designed, well crafted rich media mobile ad demonstrating the features of its new Lumia 800. Clicking on the ad, the user is led to a landing page providing a very smooth, native-app-like user experience. Based on state-of-the-art mobile rich-media, the user is able to look at a slide-show picture gallery presenting the new Nokia Lumia 800 features, get further information on the phone’s functions, browse through available accessories and even kick back and enjoy the embedded video. The campaign used state-of-the-art rich-media technology, the campaigns hits the bullseye reaching the target group without wastage. With the creative concept of delivering an interface of a completely different operating system to an iPhone or Android device, an unreal and surprising experience is guaranteed. Early evaluations have been stunning: with a CTR of 29.7% the impact of the campaign is way above average suggesting that it has a similarly high impact on awareness and image indicators.

Video case study: Nokia Mystery Ad (Germany).


Pennies For Life (UK)

Awards: Gold Mobile Lion.
Category: Messaging campaigns, including SMS, MMS and mobile email.
Brand: The Microloan Foundation.
Agency: DLKW LOWE, Grand Visual.
Summary: The MicroLoan Foundation is a small, London-based charity that helps women in Africa to set up their own small businesses. The ‘Pennies for Life’ campaign aim was to show how even a small donation here could make a big difference in Africa. On a digital poster site at a busy shopping centre in London showed unfinished portraits of African women, made entirely of pennies. Then passers-by were invited to complete each picture by texting a donation to the poster, along with their name. Making innovative use of Grand Visual’s OpenLoop platform, the SMS activated an on-screen animation sequence, and the donation dropped into place as an animated shower of coins, adding to the unfinished portrait. The donor’s name also appeared on the screen, with a personal ‘thank you’. As soon as we had received enough donations to fund one business loan, all the donors were rewarded with an animation sequence that completed the portrait, and demonstrated how the money raised would help the woman to set up her new business. Each donor received a reply text inviting them to our campaign microsite, where they could view a live donation tracker and find their own credit in our ‘portrait gallery’, as well as seeing who else had contributed. From one poster site, in its first weekend, 21 women in Africa who had nothing now have their own small businesses.

Video case study: Pennies For Life (UK).


Chevy Game Time (USA)

Awards: Gold Mobile Lion.
Category: Creative use of technology: Use of multiple screens or networked mobile technology.
Brand: Chevrolet.
Agency: Goodby Silverstein & Partners San Francisco.
Summary:
Chevy Game Time: Hijacking the Super Bowl by adding a second screen. Super Bowl Sunday, the biggest TV advertising day in America, has become a crowded place: with over 50 advertisers competing for viewers’ attention, how do you stand out? The Chevy Game Time is a live second-screen experience designed to distract viewers from competitors’ ads and give them a reason to engage with Chevy for the entire game. It rewarded players’ attention with awesome prizes and got entire parties to watch our ads again and again: first on TV, then in the app, then online. On game day, 700,000 app users interacted in real-time with our commercials and the game. Each time one of our commercials aired, we asked trivia questions about it within the app. Since this could win you the Chevy you just saw on TV, it pulled viewers’ attention back to our brand and racked up commercial views and interactions with our products. In a unique integration between the app and live broadcast TV, app users were given a personal license plate; and if you spotted your plate in our ads, the car was yours. This became a reason for players to watch our commercials on multiple screens, and multiple times. During the game, the promotion literally promoted itself. Over 700,000 downloads in two weeks – Featured app in both Android and Apple app stores – Top 10 app in the Apple App Store, passing Angry Birds and Facebook – Over 130,000 people playing at one time during the game – Over 21 million trivia questions answered – Over 1,500 answers a second passed through the app when we asked questions about game play – Our players rewarded us with their attention and millions in online social conversations throughout the day; we returned the favour with awesome prizes: 20 Chevys, hundreds of partner prizes and thousands of instant-win opportunities
• More info.


Parking Douche (Russia)

Awards: Gold Mobile Lion.
Category: Mobile applications: News, weather and media
Brand: The-Village.Ru.
Agency: Look At Me Moscow.
Summary: ‘Douche parking’ is a huge city problem in Russia. There’re not many places to park but also there’re people who just don’t care about others. Online city newspaper, The Village.ru, has decided to help people make such behavior socially unacceptable using digital media. We’ve created a free app. It allows people to take pictures of wrongly parked cars, and save the car number, type (e.g. crossover) and color. This data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked. These banners work as pop-ups where you see a car with a number ‘parked’ on an article you’re reading. When you hover over the banner it lets you know that this car is annoying people in a certain street in the city right now just like it’s doing on the site. The user was motivated to share the picture of the ‘parking douche’ in social media to close the banner. Because of the IP address/location targeting, lots of people saw themselves, their neighbors/colleagues or the ‘douches’ they saw and hated for a long time. That made them care and share the project information, and others were left feeling ashamed.

Video case study: Parking Douche (Russia).


Fake Ad (Brazil)

Awards: Gold Mobile Lion.
Category: Tablets and other devices.
Brand: Bradesco Seguros.
Agency: AlmapBBDO São Paulo
Summary: The iPad magazine ad looked just like any other ordinary car ad of a car. But when the reader does the regular gesture to ‘turn’ the page, the car follows and crashes. Then the concept is revealed: ‘Unexpected events happen without warning. Make a Bradesco car insurance plan’.

Video case study: Fake Ad (Brazil).


Band-Aid Magic Vision (USA)

Awards: Gold Mobile Lion.
Category: Creative use of technology: Augmented mobile experience.
Brand: Johnson & Johnson.
Agency: JWT New York.
Summary:
Band-Aid Magic Vision: Featuring the Muppets is a mobile augmented reality app that turns any ordinary Band-Aid Brand adhesive Muppets bandage or box into a stage for interactive entertainment. When a child gets a ‘boo boo,’ they typically beg their parents for a Band-Aid bandage to make them feel better. The bandages almost have a magical effect. Band-Aid Magic Vision was designed to amplify the magic. Now, when a parent applies a Muppets Band-Aid bandage to their child’s hand and scans it with their iPhone/iPad mobile app, Kermit the Frog, Miss Piggy and Gonzo the Great come to life to entertain away the pain.

Video case study: Band-Aid Magic Vision (USA).

• For analysis which countries did best, entered the most, top performing agencies, categories attracted the most entries etc see: Cannes Mobile Lions 2012 – scrutinizing the numbers of entries and winners


Cannes Mobile Lions winners and shortlist by category

• Includes video case studies from Silver and Bronze Lions winners not shown above.


A. Creative use of technology

A01. Creative use of technology: activation by location or proximity
Gold: Backseat driver (Japan) – Toyota/Party Tokyo (see case study above).
Silver: Hijack (Guatemala) – Meat Pack/4 am Saatchi & Saatchi Guatemala.
Bronze: Kid rescue (Colombia) – Telefónica/Y&R Colombia (see case study below).
Shortlist:
Wi-Fiction (Australia) – Melbourne Writers Festival/JWT Melbourne (see case study below).
Rapid Rescue (Singapore) – Red Cross Society/JWT/XM Singapore.

Video case study: Hijack (Guatemala).

A02. Creative use of technology: Augmented mobile experience
Gold: Band-Aid Magic Vision (USA) – Johnson & Johnson/JWT New York (see case study above).
Silver: Sunny Sale (South Korea) – Emart/Cheil Worldwide Seoul (see case study above).
Bronze: Life Of George (Denmark) Lego/Hello Monday Copenhagen.
Shortlist:
Mobile Medic (Australia) Australian Defence Force/George Patterson/Y&R Melbourne (see case study above).
• Tinemilk App (Norway) Tine/Try/Apt Advertising Agency Oslo.

A03. Creative use of technology: Use of multiple screens or networked mobile technology
Gold: Chevy Game Time (USA) – Chevrolet/Goodby Silverstein & Partners San Francisco (see case study above).
Bronze: Walkers Kill Count (UK) – The Walking Dead (Fox)/Red Bee Media London.
Bronze: Pick n Play (Sweden) – McDonald’s Sweden/DDB Stockholm.
Shortlist:
Free Throws Like Dirk (Germany) – ING/ Agenta Agency Group Münster.
Chok! Chok! Chok! (Hong Kong) – Coca-Cola/Mccann Worldgroup Hong Kong.

Video case study: Pick n Play (Sweden).

A04. Creative use of technology: Use of innovative technology for mobile
Gold: VIP Fridge Magnet (United Arab Emirates) – Red Tomato Pizza/TBWARAAD Dubai (see case study above).
Silver: Nike+ Fuelband (USA) – Nike/R/GA New York (see case study above).
Bronze: The Sound Of Football (Sweden) – Pepsico/Carlsberg/Åkestam Holst Stockholm.
Bronze: Happiness Refill (Brazil) – Coca-Cola/Ogilvy São Paulo.
Shortlist:
Tipoff (Singapore) – Corlison/TBWA Singapore.
Keyfree Login Ford (France) – Ogilvy Paris.
• Dance Cam (USA) – Microsoft Xbox/AKQA New York.
• Wake Up (Spain) Vaesa/Audi/DDB Madrid.
• The Pinch Banner (Israel) – Opticana/Mccann Erickson Tel Aviv.

Video case study: The Sound Of Football (Sweden).


B. Mobile Websites and Web apps

B01. Mobile websites and web apps: Products
Shortlist:
The Pizzananny (Germany) – Dr. August Oetker Nahrungsmittel/BBDO Düsseldorf.
Pick n Play (Sweden) – McDonald’s Sweden/DDB Stockholm (see case study above).
Windows Phone Mobile Demo Takeover (USA) Microsoft/Iconmobile Seattle.
Adidas X Giants: Digital Tryout (Japan) – Adidas/TBWA/Hakuhodo Tokyo.

B02. Mobile Websites and Web apps: Services
No shortlist.

B03. Mobile Websites and Web apps: News, weather and media
No shortlist.

B04. Mobile Websites and Web apps: Entertainment, lifestyle and leisure
Bronze: AKB48 on Google+ (Japan) – Google/Ground Tokyo.

B05. Mobile Websites and Web apps: Social media
No shortlist

B06. Mobile Websites and Web apps: Charities, not for profit and public information
Shortlist: Drag Him Away (UK) – National Centre for Domestic Violence/JWT London.

Video case study: Drag Him Away (UK).


C. Mobile applications

C01. Mobile applications: Products
Bronze: Hijack (Guatemala) – Meat Pack/4 am Saatchi & Saatchi Guatemala (see case study above).
Bronze: Volvo on Call (Sweden) – Volvo Cars/Mobiento Stockholm.
Shortlist:
Tipoff (Singapore) – Corlison/TBWA Singapore.
Life Of George (Denmark) – Lego/Hello Monday Copenhagen.
Adidas X Giants: Digital Tryout (Japan) – Adidas/TBWA/Hakuhodo Tokyo.
• Pringles Crunch Band (Sweden) – Procter & Gamble/CP+B Gothenburg.
• Lacta Mobile App (Greece) – Kraft Foods/OgilvyOne Athens.
• Golf Story Game (Belgium) – Volkswagen/DDB Group Brussels.
• Siri: Opel’s New Showgirl – (Germany) – Adam Opel/Scholz & Friends Hamburg.

Video case study: Volvo on Call (Sweden).

C02. Mobile applications: Services
Shortlist:
• Rimi Pluss (Norway) – Rimi/Mccann Oslo.
• File Share Printer (Japan) Fuji Xerox/Dentsu Tokyo.
• Google Wallet (USA) – Google/R/GA New York.

C03. Mobile applications: News, weather and media
Gold: Parking Douche (Russia) – The-Village.Ru/Look At Me Moscow (see case study above).

C04. Mobile applications: Entertainment, lifestyle and leisure
Bronze: Autodance (Sweden) – Ubisoft/CP+B Gothenburg.
Bronze: Street Tag (UK) – Brothers And Sisters London/ 4creative London.
Bronze: Medida Certa (Brazil) – TV Globo/Grupo.Mobi.
Bronze: MTV Under The Thumb (UK) – MTV (Viacom) AKQA London.
Shortlist: FHM Movie App (Germany) – All Type Media / All Type Media/Interone Munich.

Video case study: Autodance (Sweden).

C05. Mobile applications: Social media
Silver: CNN iReport (USA) – CNN (Turner)/Nokia.

C06. Mobile applications: Charities, not for profit and public information
Gold: Pain Squad (Canada) – The Hospital for Sick Children/Cundari Toronto (see case study above).
Silver: Kid rescue (Colombia) – Telefónica/Y&R Colombia.
Shortlist: LRA Crisis Tracker (USA) – Invisible Children/Digitaria San Diego.

Video case study: Kid rescue (Colombia).


D. Tablets and other devices

Gold: Fake Ad (country) – (Brazil) – Bradesco Seguros/AlmapBBDO São Paulo (see case study above).
Silver: Beating Facts (Germany) – Frauen Gegen Gewalt/Plan.Net Munich.
Bronze: Point and Fly (Sweden) – Scandinavian Airlines/CP+B Gothenburg.
Bronze: Drive It Like You Hate It Re-Imagined (USA) – Google/Grow Interactive Norfolk.
Shortlist:
• MSD Sketchbook App (Switzerland) MSD Merck Sharp & Dohme Chibret/ Futurecom Interactive Zürich.
• Pizza Hero (USA) Domino’s/Crispin Porter + Bogusky Boulder.
• Dickens Dark London (UK) Museum Of London/Brothers and Sisters London.
• Pack Your HBO (USA) HBO /BBDO New York.

Video case study: Beating Facts (Germany).



Video case study: Point and Fly (Sweden).


E. Mobile games

E01. Mobile games: Products
Gold: Backseat driver (Japan) – Toyota/Party Tokyo (see case study above).
Silver: Tori 500 (USA) – Lexus/Team One El Segundo.
Bronze: Pick n Play (Sweden) – McDonald’s Sweden/DDB Stockholm.
Bronze: Life Of George (Denmark) – Lego/Hello Monday Copenhagen.
Shortlist:
The Escape iAd (USA) – Intel/Ansible Mobile New York (see case study below).
Captains Conquest (USA) – Captain Morgan (Diageo)/Anomaly New York.
Be The Coach (South Africa) – Carling Black Label (South African Breweries)/Ogilvy Cape Town (see case study above).

Video case study: Life Of George (Denmark).

E02. Mobile games: Services
No shortlist.

E03. Mobile games: Entertainment, news, lifestyle and leisure
No shortlist.

E04. Mobile games: Charities, not for profit and public information
Shortlist: Pain Squad (Canada) – The Hospital for Sick Children/Cundari Toronto (see case study above).


F. Rich media advertising for mobile devices

F01. Rich media advertising for mobile devices: Products
Gold: Mystery Ad (Germany) – Nokia/Yoc/Carat Düsseldorf (see case study above).
Silver: The Escape iAd (USA) – Intel/Ansible Mobile New York.
Bronze: Hilltop Re-Imagined For Coca-Cola (USA) – Google/Grow Interactive Norfolk (see case study above).
Shortlist: Dirty (Brazil) Nivea Visage/Agência Click/Isobar São Paulo.

Video case study: The Escape iAd (USA).

F02. Rich media advertising for mobile devices: Services
Bronze: Real Life with Virtual Wallet (USA) – PNC Bank/Deutsch New York.

F03. Rich media advertising for mobile devices: News, weather and media
No shortlist.

F04. Rich media advertising for mobile devices: Entertainment, lifestyle and leisure
No shortlist.

F05. Rich media advertising for mobile devices: Charities, not for profit and public information
Bronze: Beating Facts (Germany) – Frauen Gegen Gewalt/Plan.Net Munich (see case study above).


G. Messaging campaigns, including SMS, MMS and mobile email

Gold: Pennies For Life (UK) – The Microloan Foundation/DLKW LOWE London (see case study above).
Bronze: Situation Stockholm (Sweden) – Mobiento Stockholm.

Video case study: SMS is King/Situation Stockholm (Sweden).


H. Best Integrated Campaign Led by Mobile

Silver: Be The Coach (South Africa) – Carling Black Label (South African Breweries)/Ogilvy Cape Town (see case study above).
Silver: Chok! Chok! Chok! (Hong Kong) – Coca-Cola/Mccann Worldgroup Hong Kong.
Bronze: Mcdonald’s Coin Hunters (Denmark) – Mcdonald’s/DDB Copenhagen.
Bronze: Move To The Beat (UK) – Coca-Cola/Movement London.
Shortlist:
Amnesty-Slide To Unlock (Sweden) – Amnesty International/Garbergs Stockholm.
• The Bud Ice Cold Index (UK) – Budweiser/DDB.
• Golf Story Game (Belgium) – Volkswagen/DDB Group Brussels.

Video case study: Mcdonald’s Coin Hunters (Denmark).


I. Craft

I01 Craft: Interface & navigation
Silver: The 360º NS Royal Waiting Rooms (The Netherlands) – NS (Dutch Railway)/Xs2theworld Amsterdam.
Bronze: Choose Your Flight (Canada) – Jordan (Nike)/Blast Radius Vancouver.
Shortlist:
Tram Sightseeing App (Sweden) Västtrafik/Forsman & Bodenfors Gothenburg (see case study below).
• Digital Showrooms (UK) – Volkswagen / DDB London.
• Rock ‘N’ Scroll Volkswagen (Germany) Volkswagen/DDB Tribal Berlin.

Video case study: The 360º NS Royal Waiting Rooms (The Netherlands)

I02. Craft: Best visual design/aesthetic
Silver: Gagosian (USA) –Gagosian/@Radical.Media New York.
Silver: Sting 25 (USA) – KSM/@Radical.Media New York.
Bronze: Recollections (Germany) – Siemens/Conrad Caine Munich.
Bronze: Captains Conquest (USA) – Captain Morgan (Diageo)/Anomaly New York(country).

Video case study: Gagosian (USA).

I03 Craft: Best user experience
Grand Prix: Hilltop Re-Imagined For Coca-Cola (USA) – Google/Grow Interactive Norfolk (see case study above).
Gold: Pain Squad (Canada) – The Hospital for Sick Children/Cundari Toronto.
Silver: VIP Fridge Magnet (United Arab Emirates) – Red Tomato Pizza/TBWARAAD Dubai (see case study above).
Bronze: Volvo on Call (Sweden) – Volvo Cars/Mobiento Stockholm.
Bronze: Tram Sightseeing App (Sweden) Västtrafik/Forsman & Bodenfors Gothenburg.
Shortlist:
Nike+ Fuelband (USA) – Nike/R/GA New York (see case study above).
Happiness Refill (Brazil) – Coca-Cola/Ogilvy São Paulo.

Video case study: Tram Sightseeing App (Sweden).


Cannes Media Lions (mobile winners and shortlist)


Best use of mobile devices

Gold: Mobile Medic (Australia) Australian Defence Force/George Patterson/Y&R Melbourne (see case study above)
Silver: Chok! Chok! Chok! (Hong Kong) – Coca-Cola/Mccann Worldgroup Hong Kong
Bronze: Mcdonald’s Extended Hours (UK) – Mcdonald’s/Omd London
Bronze: VIP Fridge Magnet (United Arab Emirates) – Red Tomato Pizza/TBWARAAD Dubai (see case study above)
Bronze: Wi-Fiction (Australia) – Melbourne Writers Festival/JWT Melbourne.
Shortlist:
Chevy Game Time (USA) – Chevrolet/Goodby Silverstein & Partners San Francisco (see case study above)
FHM Movie App (Germany) – All Type Media / All Type Media/Interone Munich.
Wetherspoon Connect (UK) – Bacardi Brown Forman Brands/Ogilvyaction.
Nike Sparq (USA) – Nike/R/GA New York.
Ex-Lover Blocker (Brazil) – Ambev DDB São Paulo.

Video case study: Wi-Fiction (Australia).


Cannes Direct Lions (mobile winners and shortlist)


Direct response via mobile marketing

Gold: Sunny Sale (South Korea) – Emart/Cheil Worldwide Seoul (see case study above).
Gold: Mobile Medic (Australia) – Australian Defence Force/George Patterson/Y&R Melbourne (see case study above).
Bronze: Be The Coach (South Africa) – Carling Black Label (South African Breweries)/Ogilvy Cape Town (see case study above).
Shortlist:
VIP Fridge Magnet (United Arab Emirates) – Red Tomato Pizza/TBWARAAD Dubai (see case study above).
Pick n Play (Sweden) – McDonald’s Sweden/DDB Stockholm (see case study above).
Kid rescue (Colombia) – Telefónica/Y&R Colombia (see case study above).
Hijack (Guatemala) – Meat Pack/4 am Saatchi & Saatchi Guatemala (see case study above).
Happiness Refill (Brazil) – Coca-Cola/Ogilvy São Paulo.


Promo and Activation Lions

• Mobile winners not mentioned previously.


Best Use of Ambient in a Promotional Campaign

Bronze: VW QR Load (Mexico) Volkswagen/DDB Mexico City.


P.S. (09-07-12) Thanks to Helen Keegan from Musings of a Mobile Marketer for making this piece the post of the week in the latest Carnival of the Mobilists, a weekly roundup of the best in mobile and wireless blogs. (Blushes with pride).

Don’t miss:
• For analysis which countries did best, entered the most, top performing agencies, categories attracted the most entries etc see: Cannes Mobile Lions 2012 – scrutinizing the numbers of entries and winners
• Mission possible: how mobile helps companies deliver strategic objectives
• Role of mobile in publishing – friend or foe? Interview with Judith Curr, Atria Books
• Safaricom M-PESA – building a mobile business centered on essential services
• China: 1 billion mobile subscribers; 400 million mobile Web users; world’s top smartphone market
• What you can learn from the FT Web app: interview with Steve Pinches
• Guide to mobile ad networks 2012 • with 5 new ad networks •
• Most popular content on mobiThinking in 2011
• Mobile events 2012: best conferences, great discounts and free tickets
• The insider’s guide to device detection
• The insiders’ guides to world’s greatest mobile markets
• Guide to mobile agencies
• Guide to mobile industry awards
• The big compendium of global mobile stats

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