Winners of the Effective Mobile Marketing Awards (EMMAs) 2012, with videos and case studies

Update (November 2013): The 2013 winners of the EMMAs are here.

Congratulations to the EMMAs winners. If you can send us a link to your case study/video and a paragraph outlining the nature of the entry, we will add it. Commended and finalists, please send a link. Send details to: editor (at) mobiThinking.com.

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).
• Winners announced: November, each year at an awards dinner in London, UK.
• Categories in 2012: Most Effective Mobile… Search campaign; Couponing/Barcode Campaign; Affiliate Campaign; Sales Promotion/DR Campaign; Operator Campaign; CRM Campaign; Location-based Service; m-Commerce Solution; B2B App; B2C App; Tablet App; Ad Campaign; Mobile Ad Platform/Network; Mobile Site; AR Campaign; Charity Campaign/Solution; m-Ticketing Solution; m-Payment Solution; m-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 quality of the entries for EMMAs are impressive for a relative newcomer to the awards circuit. The entries tend to be skewed towards the UK and Western Europe. 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 went to some trouble to précis the winning campaigns in this magazine, 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, The Heroes of the Mobile Screen; John Mew, IAB; Rob Thurner, Mobile Training Academy; Andy Favell, mobiThinking; Peggy-Anne Salz, MobileGroove; Cameron, Camerjam; Stuart Dredge, journalist; George Cole, journalist.
Previous winners with videos and case studies: 2011 winners2010 winners.

mobiThinking guides in this series:
Guide to mobile awardsWorld Summit Mobile AwardsSmarties (MMA Awards)MeffysWebby AwardsGlobal Mobile AwardsCannes LionsEMMAs
For some tips from awards judges see:
How to create an award-winning mobile campaign


Most Effective Mobile Site

Winner: Pizza Hut/bemoko for Pizza Hut delivery mobile site
Summary: Pizza Hut opted for a mobile site, rather than an app, in order to achieve greater reach. The site integrates with Pizza Hut’s back-office systems, and renders to all devices, but with a user experience tailored to each device. The site, created by bemoko, offers all the functionality of the desktop site. A User Console enables Pizza Hut to add and remove offers and new products. By the end of the first week after going live, the site accounted for 10 per cent of all online orders, with orders on mobile increasing by 60 per cent over the next two weeks. • Read the case study.
Finalists:
• Macmillan Cancer Support/bemoko for Macmillan mobile site
• Hotels.com for mobile- and tablet-optimised sites
• Copa Airlines/NCR for Copa Airlines mobile site
• Obergine for White Scar Cave mobile site
• Mercedes-Benz/Sevenval for Brand Portal & COMMAND System
• Furniture Village/We Love Mobile for Furniture Village mobile retail site

Most Effective Mobile Sales Promotion/Direct Response Campaign

Winner: Unilever/Rabarba for Cornetto ‘My Loooove’ 2012 Summer Campaign.
Summary: Every summer Cornetto has a “buy one get one free” promotion. This year the brand tried something new. Consumers who bought promotional ‘Cornetto in Love’ and ‘Cornetto Disc’ packs could text in a code printed on the packaging to receive 120 minutes of free airtime. When they did so, they received an automated call back asking them to express their love for the brand by shouting “My Loooove!” for as long as they could, replicating the theme of the brand’s summer TV campaign. The best efforts won a Cornetto teddy bear. Results: In addition to increased sales, the campaign generated 1.4m participations in the first two months, including 300,000 IVR responses. • Watch the video.

Highly commended: Debenhams/Fetch for Debenhams Summer Sale
Finalists:
• The Guardian/Muir Howard for Guardian iPad Edition
• Faberge/OpenFundraising/OpenMarket for The Faberge Big Egg Hunt
• Papa John’s/Net Media Planet for The Price Isn’t Always Right
• La Redoute for La Redoute Street Shopping

Most Effective Mobile Couponing or Barcode Campaign

Winner: McDonald’s/MobileBits for McDonald’s Euro 2012 Campaign
Summary: Sponsorship of the Euro 2012 football tournament, McDonald’s and its agency MobileBits used the SAMY4ME Mobile Mall app to offer McDonald’s vouchers and coupons. To redeem an offer, consumers simply had to click on the coupon within the app and show it to the McDonald’s cashier for redemption at the in-store POS. • Watch the video.

Finalists:
• Amplify Entertainment for Hey DJ! Mobile Request System
• Blockbuster/O2/Eagle Eye for Blockbuster ’14-Day Free Trial’ campaign
• Comet/Grapple for Comet mobile app nFluence – DealBoard

Most Effective Mobile Affiliate Campaign/Solution

Winner: The Body Shop/ TradeDoubler for The Body Shop m-Affiliate Programme
Summary: The Body Shop (TBS) has run its UK affiliate program with Tradedoubler since 2008. In November 2011, following the launch of TBS’s mCommerce site, Tradedoubler opened up the mobile channel for all TBS affiliates. Tradedoubler allocated in-store redeemable voucher codes to key affiliates for them to distribute to their mobile users. Online voucher codes were also made available on the mobile site. To overcome hesitation among affiliates about directing traffic to a mobile site, Tradedoubler offered an improved rate of commission for sales generated via the mCommerce site. As a result of the campaign, mobile now accounts for a larger share of the total affiliate program.
Finalists:
• BHS/Affiliate Window for BHS offline and online conversions
• VouChaCha/Affiliate Window for Affiliate Window in-storecouponing
• VouChaCha/Markcomedia for MyVoucherCodes.co.uk mobile app
nFluence for DealBoard

Most Effective Mobile Advertising Campaign

Winner: Nokia/YOC for Nokia Lumia 800 Mystery Ad.
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. 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, allowing the user 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. 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. Results: with a CTR of 29.7 percent the impact of the campaign is way above average suggesting that it has a similarly high impact on awareness and image indicators. • Watch the video.

Highly commended: McDonald’s/OMD for McDonald’s Extended Hours
Finalists:
• Papa John’s/Net Media Planet for The Price Isn’t Always Right
• Millennial Media & M/Six for Carphone Warehouse campaign
• Hotels.com/Fetch for Hotels.com global mobile marketing campaign 2012
• Starbucks/Manning Gottlieb OMD for Starbucks Rewards
• Yodelmobile for Jobsite O2 partnership

Most Effective Campaign from a Mobile Operator

Winner: O2/Cherry London for O2 Priority Moments
Summary: O2, in partnership with its agency, Cherry London, launched Priority Moments in July 2011 with 20 strategic partners. The program provides O2 customers with unique experiences and exclusive offers from top brands via their mobile phones. At the end of the first year of the program, O2 had attracted 2.6m customers and over 100 UK leading brand partners. Each customer had been offered savings of up to £840; over 1bn offers had been viewed; and over 4.5m rewards and offers had been accepted.
Finalists:
• Beeline Laos/BigTime for The Gold SMS Mega Promo
• Orange/Lumata for Orange QuickTap Treats

Most Effective Mobile Charity Campaign/Solution

Winner: Vodafone for the JustTextGiving
Summary: JustTextGiving was set up by Vodafone, the Vodafone Foundation and JustGiving, enabling anyone to donate by text to individual fundraisers – and Britain’s 184,000 charities via a unique textcode. At the time of writing, more than 16,000 charities and over 40,000 individuals had signed up to JustTextGiving, raising more than £4m for their respective causes. • Watch the video.

Finalists:
• Macmillan Cancer Support/bemoko for Macmillan mobile site
• OpenMarket/OpenFundraising for The Faberge Big Egg Hunt
• Prostate Action/Reading Room for iWee mobile web app
• Samsung/Velti for Samsung Hope Relay App
• Sport Relief/Velti for Sport Relief

Most Effective m-Commerce Solution

Winner: Screwfix Direct/Netbiscuits for Screwfix mobile site
Summary: The Screwfix m-commerce site was developed by Netbiscuits in just four months. Key to the success of the mobile site is the integration of one IT platform in the backend that allows all products, prices, customer profiles and purchases to be linked to the same conversation across all channels. The entire range of products and services, including real-time pricing, stock information, and ‘Click & Collect’ functionality, is available on all mobile devices. A ‘Quick Shop’ function gives customers a fast track from catalogue number straight to mobile purchase. Mobile visitors now account for over 10 per cent of all Screwfix online traffic, and customers are regularly using the mobile site as a stock-checker whilst in store.
Highly commended: Allfancydress/Crafted for Allfancydress mobile site
Finalists:
• La Redoute for La Redoute Street Shopping
• Murat Paris/Agencie .V. for Murat Paris mobile app
• Pizza Hut/bemoko for Pizza Hut Delivery mobile site
• Bango for Facebook direct-to-bill payments

Most Effective Mobile Search Campaign/Solution

Winner: Papa John’s/Net Media Planet for The Price Isn’t Always Right
Summary: Papa John’s wanted to drive sales, without discounting. Working with search agency Net Media Planet, it took the premise that hungry people are susceptible to appetite-inducing messages, and applied it to a mobile search campaign, encouraging hungry consumers to buy more when ordering their pizzas, thus driving up average order value. Taste tests were used to identify the keywords most likely to tantalize customer taste buds. Different side orders and desserts were promoted at different times of the day, on different devices, in different locations, to identify the best-performing combinations. The campaign drove up order values, increased revenue-per-click, conversions, and margin.
Finalist: Nectar/Aimia for Points for Search, Nectar app

Most Effective Mobile Application – b2c

Winner: EasyJet/Mobile Travel Technologies for EasyJet Mobile App
Summary: The free app, suitable for both iPhones and Android smart phones, will enable passengers to search fares, book flights and much more while they are on the move via their phones. It is the fastest airline booking app available, enabling passengers to book a flight on more than 580 routes in less than 30 seconds! • Watch the video.

Highly commended: Hotels.com Hotels.com smartphone app.
Finalists:
• Barclays Digital Banking Team for Barclays Pingit
• Samsung Mobile/Cheil/Mobile 5 for Samsung: Take Part 2012
• Comet/Grapple for Comet mobile app
• La Redoute for La Redoute Street Shopping
• La Redoute for La Redoute Windows Phone app
• Nestlé/Lumata for Nestlé Croquons La Vie
• Payback for Payback Mobile
• The Gadget Show/XS2 for The Gadget Show 360
• Samsung/Velti for Samsung Hope Relay
• Science Museum/Qualcomm Vuforia for James May’s Science Stories
• Zurich Airport/Sevenval for Airport Zurich
• Yoko One/Somo for #smilesfilm

Most Effective Mobile Application – b2b

Winner: Wienerberger/Sync Interactive for Wienerberger Brick Selector
Summary: Wienerberger and Sync Interactive’s Wienerberger Brick Selector app – the company is the largest brick manufacturer in the world – enables builders, architects or regular DIY-ers to browse the company’s range of bricks, filtering the choice by style, texture, colour, pattern and shade to narrow down the selection. You can compare multiple bricks, with detailed technical specifications, including size, tolerances, water absorption, and durability. And when you’re done comparing, order samples.
Highly commended: Audi/Somo Audi Mileage Tracker
Finalists:
• Aperto Move for AlphaGuide
• Compsoft for iPresent
• MPS and BBI for Norbar Torque Calculator
• QuickMobile for TechSpec

Most Effective Tablet Application

Winner: Compsoft for iPresent
Summary: iPresent is a tool that enables organisations to take their marketing collateral, including videos, PowerPoint presentations, PDFs, image galleries, white papers and more, and make it available to their sales force on their iPads. • Watch the video.
Highly commended: Design Museum/TwentySix Digital Design Museum Collection App. • Watch the video.
Finalists:
• Sky News Saudi Arabia/IMImobile for Sky News Arabia iPad app
• Hotels.com for Hotels.com iPad app
• Wienerberger/Sync Interactive for Wienerberger Brick Selector
• XS2TheWorld/Yune for NS Royal Waiting Rooms

Most Effective Mobile CRM/Enterprise Messaging Campaign

Winner: British Gas/IMImobile for British Gas Appointment Reminder Service
Summary: British Gas’ Appointment Reminder service, powered by IMImobile, covers three types of visit: first service, annual service, and breakdown. After the appointment has been booked, reminders are sent to the customer at various stages, up to and including the day of the appointment itself, via a personalized pre-recorded voice message (to a landline) or SMS (to a mobile), to confirm the date and time of the appointment, and offer the option to reschedule. This has helped to reduce the number of calls to the call centre about appointments (previously 7 percent of inbound calls) and the number of ‘no access’ appointments, where the engineer finds no one home.
Finalists:
• ApertoMove for AppRadar
• Virgin Atlantic/OpenMarket for Virgin Atlantic SMS Flight Alert Service

Most Effective Location-based Service/Campaign

Winner: McDonald’s/OMD for McDonald’s Extended Hours
Summary: This campaign was designed to drive downloads of a ‘restaurant finder’ app to enable consumers to find a late-night McDonald’s. Since two thirds of its restaurants close at 11pm, it employed location-based technology and geo-targeted above-the-line messaging, to avoid sending potential customers to a locked door. Banner ads were served to smartphones on sites that the target audience late-night travelers and shift workers – were known to browse, when the recipient was in close proximity to an open restaurant. Messaging on cashpoint screens, petrol pump nozzles, posters and till receipts with QR codes from outlets close to the open restaurants also directed the audience to the app. The app was downloaded 1.3m times over the course of the campaign, and when the sales uplift was calculated, the campaign delivered an ROI of 2:1.
Finalists:
• Aperto Move for AlphaGuide
• La Redoute for La Redoute Street Shopping
• SevenVal for View City Guides app
• Telmap for Telmap Navigator

Most Effective Mobile Travel and Tourism Solution

Winner: Barclays Barclays Bikes mobile app
Summary: Barclays Bikes can be hired from London streets, but finding a bike, and, more to the point, docking it after use, could be an issue. The app solves the problem with an interactive map, updated in real time, which tells you where your nearest dock is and how many free bikes there are to hire. It also lets you check the location of the nearest dock to your destination, and how many empty spaces there are, so you have a reasonable idea as to whether or not you will be able to park the bike. The app had been downloaded more than 130,000 times.
Highly commended: Hotels.com Hotels.com smartphone app
Finalists:
• Hotel.de/Apertomove for Hotel.de mobile site
• EasyJet/Mobile Travel Technologies for EasyJet mobile app
• Fort Lauderdale Visitors Bureau for Sunny.org mobile site
• XS2TheWorld/McCann Erickson for Discover Hong Kong AR

Most Effective Mobile Advertising Platform or Network

Winner: Fiksu
Summary: The Fiksu for Mobile Apps platform uses predictive algorithms to optimise mobile ad campaigns in real time through the relational evaluation of inventory; post-download activity, including app launches, purchases, registrations and upgrades; and key campaign variables, including traffic source, publishers, device, creative, organic uplift, and country.
Finalists:
• InMobi
• Adfonic
• Placecast for Placecast ShopAlerts
• Trademob
• TapJoy

Most Effective Mobile Augmented Reality Campaign/Solution

Winner: Stylist/Blippar for Stylist Olympics Issue
Summary: On 25 July, free weekly lifestyle magazine Stylist partnered with Blippar to create an AR Olympics issue. The cover featured a photo of Team GB’s synchronised swimming team, which turned into a video when the image was ‘blipped’. Other AR treatments included a showcase on trainers that readers could click to buy using the Blippar app. In the seven days post publication, more than 28,500 unique users blipped the pages, on average 5.8 times each. The trainer showcase generated 6 per cent of all blipps, showing a direct link between AR and commerce. • Watch the video.

Finalists:
• Auto Trader/We Love Mobile for Goodwood Festival of Speed
• Samsung Mobile/Cheil/Mobile 5 for Samsung: Take Part 2012
• La Redoute for La Redoute Street Shopping
• Volkswagen/Agence .V. for Virtual Golf Cabriolet
• XS2TheWorld/McCann Erickson for Discover Hong Kong AR

Most Effective Mobile Ticketing Solution

Winner: Samsung/Kilimanjaro Live/Intellitix for RFID Ticketless Technology Project
Summary: Working with Kilimanjaro Live and Intellitix, Samsung brought RFID ticketless technology to festival goers for the first time this summer at a Red Hot Chilli Peppers’ gig at Knebworth, and the Wakestock festival, as a precursor to using NFC at future events. RFID wristbands were used to process thousands of fans though custom-built entrance portals. At the Knebworth event, 15,000 people were processed in one hour, using 30 handheld RFID readers.

Most Effective Mobile Payment Solution

Winner: Barclays Digital Banking Team for Barclays Pingit
The Pingit app for iPhone, Android, or BlackBerry enables UK current account holders to send money to a friend via a text message. If the recipient is not registered they’re given 24 hours to register in order to accept the payment, or it goes back to the sender’s account… which helps drive registrations. The apps has been downloaded 1.2 million times in to date; and led to 742,000 payments in the first six months with a total value of over £28 million. • Watch the video.

Highly commended: Bango Facebook direct-to-bill payments.
Finalists:
• NeoMobile for Onebip


• 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.


• Be the first to know when mobiThinking adds new stats, guides, competitions etc… follow mobiThinking on Twitter: @mobithinking.


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• Guide to mobile agencies • Latest agency profile: • The Hyperfactory
• Guide to mobile industry awards • Check out the video case studies: • Smarties (MMA)Cannes Lions
• Guide to mobile ad networks 2012 • with 5 new ad networks •
• Mobile events 2012 • best conferences, great discounts and free tickets •
• The big compendium of global mobile stats

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