Best use of Mobile in Marketing
Winning a Mobile Award offers a distinct competitive differentiation between products and services to a maturing domestic market. It provides recognition of excellence for employees, investors, customers and partners from the Australia Mobile Industry. The Mobile Awards also offer a unique platform for businesses to reach out to a highly specialised audience through the Awards communication streams.
This category recognises the best use of mobile incorporated in a wider marketing campaign.
It's not how big you are; it's what you do with it that counts. Up against market leader Durex in a conservative marketplace, we needed to find a smart way to liberate Okamoto and help it succeed against the odds. The word "condom" is banned from broadcast media, making condom advertising practically impossible. We therefore needed to find another way to reach our audience of young adult Singaporeans. Based on a profoundly local insight, we created products that gave our audience more chances to hide out and hook up - hence providing them with more opportunities to use Okamoto condoms.
Disney Pixar required full execution to promote their latest film, Brave, via mobile. The campaign included mobile advertising with HTML5 animation and interaction as well as an m-site which featured a trailer, character bios, synopsis and integration with a rewards scheme. The campaign was designed to increase the audience's emotional involvement with the film through an interactive and fun mobile experience.
Mnet applied cutting edge image recognition technology to delivers a slicker and more engaging experience to rival quick response codes and brings traditional print media to life. USnapp whet the appetite of mobile users who are demanding more from their device.
R.S. Challenge is a competitive 3D racing game for iOS created to promote both Renault's involvement in the Australian Grand Prix 2012, and the launch of the new Mégane R.S. 250 AGP Limited Edition. The game allows players to race around an exact replica of the Melbourne Albert Park F1 track in one of three editions of the award winning Mégane R.S. 250 Cup Trophée and features realistic physics and several play modes. The game was also built out on four PC-based simulator driving 'rigs' as part of a four day competition to promote it's launch at AGP 2012.
As part of Stockland’s Shopping Centre digital strategy, an opportunity was identified for Snepo to develop the My Stockland App in March 2012. A hook was required to launch the App in a highly competitive market. Stockland shoppers were invited to download the App with the incentive to play the integrated Treasure Trackers game for the chance to win a share of $135,000! Every day, virtual Stockland Gift Cards were dropped in and around Stockland Centres across Australia. Players could use the App to track, grab and win before someone else claimed their prize. The basic functionality of the App brought value and convenience to the user’s fingertips, and achieved a Top 35 Apple Store ranking. Download from App Store or Google Play for free.
Fanta Playzone is an integrated campaign leveraging out of home, social media, multiplatform mobile games, location-based challenges, and real-time image recognition technology to deliver awesome, engaging game experiences to a broad audience.
Acer Racer is an innovative integrated digital campaign, inviting anyone across Australia and New Zealand to create their own “virtual” racer using either Facebook or their smartphone, then compete in LIVE VIRTUAL HURDLE RACES each week for the chance to win Acer Aspire Ultrabooks and a grand prize draw worth $5,000 cash.
As part of a wider Vegemite campaign for the Olympics, JWT proposed a fun and engaging Mobile App solution for Australian lovers of both sport and Vegemite. As most of the London Games sports action was in the early hours of the morning an App was built that would act as a branded alarm clock for people to wake up with a phone call from either Dave Hughes or Laurie Lawrence telling them to get up and support a particular event.
Our Nokia Lumia entry, a mobile advertising campaign using state of the art HTML5 rich media technology, is a truly unique and innovative campaign that has leveraged all the benefits that mobile advertising offers.
2013 Mobile Awards
1 May - Entries open
ENTRIES OPEN NOW
22 July - Rush Entries
1 August - Entries CLOSE
19 August - Judging
29 August - Finalists announced
23 September - Voting closes
17 October - Awards Night
2013 Australian Mobile Awards - ENTER NOW
Household brands and digital agencies clean up at the 2012 Australian Mobile Awards
Friday, 31st of August: The biggest and best mobile brands and apps were revealed at the 2012 Australian Mobile Awards in Association with AIMIA.
To view Awards Night image gallery on Facebook click here.
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