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Nov 17, 2008

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AWARD CATEGORY
Best Use of Mobile Marketing, Branding
COMPANY NOMINATED: OgilvyOne Worldwide Hong Kong
ADVERTISER / BRAND: Diageo Greater China Ltd. /Guinness
CAMPAIGN / INNOVATION NAME: Guinness Passport to Greatness

Guinness operates in a highly competitive market. Becoming the official beer of the Hong Kong Rugby Sevens was an excellent opportunity to raise awareness of the brand and give it a voice in a crowded marketplace. The agency brief went beyond communicating the partnership to the public; the principals wanted to make Guinness synonymous with the event.
    
    The Hong Kong Rugby Sevens features 24 national rugby teams, with approximately 20,000 people traveling from overseas to attend. But these visitors don't know the city or speak the local language, Cantonese.

    In a world's first, OgilvyOne created the Guinness Passport to Greatness, a free mobile event guide that speaks Cantonese for you through your mobile's loudspeaker.
It contained match schedules, a Guinness bar guide, city guide and useful Cantonese phrases, including a few pick-up lines to try on the opposite sex.

    Users could also use quick links in the application to call bars serving Guinness or discover more information about tourist hot spots via WAP hyperlinks. Downloads were driven by a competition to win Sevens tickets, spread virally online through local rugby clubs, social networking sites and local/international PR. This drove 30 percent year-on-year increase in Guinness sales for the month.

COMPANIES NOMINATED: Unilever, F.biz, Nokia Interactive Advertising ADVERTISER/BRAND: Unilever Seda Teens
CAMPAIGN / INNOVATION NAME: Unilever Seda Teens Shampoo Mobile Marketing Campaign
CAMPAIGN LOCATION: LATAM

This campaign also won the Regional Award for Best Use of Mobile Marketing, Product/Services Launch To captivate and engage the hard-to-reach teen audience for the launch of Unilever's Seda Teens shampoo, the brand turned to mobile.
    
    F.biz, Unilever's mobile agency, and Nokia Interactive Advertising answered with a novel idea for a mobile advertising campaign, including:
• A customized Nokia 5200 Pink with a Seda Teens-branded sleeve and phone jewelry and preloaded with Seda Teens advertisements, four Seda Teens "themes," a Seda-branded game and MP3s from a popular Brazilian band.
• Bookmarks preloaded to the device, pointing to a branded game and social networking site, accessible on both mobile and the traditional web. The initial goal of handsets sold was met after only one month, prompting four-volume increases to meet retailer demand, again selling out after only two months.

COMPANY NOMINATED: Golden Gekko
ADVERTISER / BRAND: Absolut Vodka
CAMPAIGN / INNOVATION NAME: Absolut Drinks in Your Mobile
CAMPAIGN LOCATION: United States

In August 2007, Absolut Vodka launched the first major brand mobile drink application ever.

    The service is easily understood and based on the successful absolutdrinks.com web site. The mobile application, available in the United States as a free download, includes 1,000-plus drink recipes, top lists of the most popular vodka-based drinks, random drinks and a home bar search function, making it possible to check what the user has at home and generate a list of inspiring drinks that can be blended from the available ingredients.

    Within three months after launch, the mobile service had over 20,000 visits to the mobile web site, 10,000 downloads of the mobile drinks application, and more than 35,000 eye balls of the Absolut drinks guide without any other exposure than a shortcode in the members section of the web site.

    More important, the average customer had used the application at least every eight days, which proved that it worked as a serious brand relationship builder. Absolut has continued to promote the service ever since, with more than 50,000 users.

AWARD CATEGORY: Best Use of Mobile Marketing, Direct Response
COMPANY NOMINATED: Mobile Dreams Factory
ADVERTISER / BRAND: Johnnie Walker
CAMPAIGN: Voice Push by Diageo
CAMPAIGN LOCATION: EMEA

Johnnie Walker is one of the sponsors of the English Formula 1 Team Vodafone McLaren Mercedes. Johnnie Walker invited 100 journalists to a press conference for the Formula 1 Grand Prize celebrated in Valencia. Pedro de la Rosa, test pilot of the English racing team, was present at the event.

    One of Johnnie Walker's aims is to strengthen the message of responsible consumption. The target was a Johnnie Walker database of 30,000 users, in addition to the journalists at the press conference.

    In the press conference, Pedro de la Rosa made a "trigger call," which activated the WAP Voice Push: All 100 journalists and the 30,000 users from Johnnie Walker's database received a call at the same time. When they answered their phones, they could listen to a message from McLaren's pilot.

    The campaign was a success: In the case of the 30,000 users in the database, 65 percent made successful contact and 14 percent of the users who didn't answer their phones called later to check the message.

COMPANIES NOMINATED: Walmart, Kraft Foods, AT&T and Single Touch Systems
CAMPAIGN: Walmart, Kraft Foods, AT&T Signature Sales, and Single Touch Systems, #MEALS
CAMPAIGN LOCATION: United States

#MEALS, available exclusively through Walmart and featuring Kraft products, is a smart integrated marketing program providing real value to today's busy families. The program's true ingenuity results from its accessibility to mass-market consumers using a branded AT&T Abbreviated Dial Code (ADC) solution provided by Single Touch Systems.

    Walmart introduced #MEALS though emails, online and instore POP materials. Customers call #MEALS from their mobile phone and elect to receive a Kraft recipe or sign up for free daily alerts via text message or email. When the customer visits a Walmart Super Center and the Kraft branded aisle, ingredients for the recipes are organized and easily available for purchase.

    From July 15 through Sept. 15, approximately 20 percent of unique callers opted into the #MEALS program to receive recipes, and more than nine messages (SMS,WAP and email) were sent per caller. Due to the positive response, Walmart chose to extend the #MEALS campaign an additional six weeks and is evaluating other ADC programs.

AWARD CATEGORY
Best Use of Mobile Marketing, Promotion
COMPANY NOMINATED: Electric Agency
ADVERTISER / BRAND: Coca-Cola
CAMPAIGN: Coca-Cola Euro Cup- "What Happened to the Ball?"
CAMPAIGN LOCATION: Turkey

As the main sponsor of the Turkish National Football Team, Coca-Cola wanted to excite interest in the Euro Cup 2008 football championship and to carry the soccer fan buzz into the digital world in a way never before attempted. The "O Topa Ne Oldu" ("What Happened to the Ball?") campaign had cross-media integration with the web, WAP sites, TV, outdoor and POPs at point of sales. It ran between April and July 2008.

    For the consumer, the journey began by finding a unique code under Coca-Cola bottle lids and ring-pull tabs, and then either texting the code to the campaign phone number or entering the code on the campaign web site. Participants then received an automatic IVR (Interactive Voice Response) call-back, playing the commentary from an exciting moment of an earlier match featuring the Turkish team. At the most exciting point of the game, the commentary stopped dead, and the call ended.

    Then, a text message was sent to the consumer asking "What happened to the ball?" If the consumers texted back the correct answer, they were immediately rewarded with digital gifts, such as air-time credits, personalized wallpapers for their phone, team shirts, a downloadable football game, gift checks, etc.

COMPANY NOMINATED: HANZO SA
CAMPAIGN: HANZO Online Mobile Marketing Campaign
CAMPAIGN LOCATION: Brazil

Radio is the second-biggest mass media vehicle in Brazil and one of the most important media for communicating with young adults. To connect with these listeners and build distinctive brand personalities, radio stations use targeted promotions and offer ways to interact with the programming.

    However, Brazilian radio stations were frustrated with promotional mechanics that involved listeners dialing eternally occupied hotlines and resulted in low consumer engagement.

    Given this challenge, HANZO built a platform that allows companies to create, online and in real time, branded campaigns and have them go live with all Brazilian carriers in less than 10 minutes. With the HANZO Mobile Marketing platform, radio stations can create, implement and monitor campaigns according to their needs, quickly and easily.

    The HANZO Mobile Marketing platform was launched in January 2008. Since then, 46 Brazilian radio stations have come to use the mobile exclusively for their promotions, resulting in a substantial increase in consumer engagement.

COMPANY NOMINATED: The Weather Channel Interactive
CAMPAIGN: Mobile Month
CAMPAIGN LOCATION: North America

The Weather Channel (TWC) identified the need to build awareness of the mobile web platform and to increase the adoption and usage of the weather.com mobile site specifically. To do this, The Weather Channel partnered with Research in Motion to execute a truly cross-platform, integrated promotion.

    TWC teamed up with RiM to offer a "BlackBerry a Day" instant give-away, along with a grand prize sweepstakes of a "Weather Everywhere" prize pack (a BlackBerry device, a hi-def TV and a laptop). Userscould enter either online or via the weather.com mobile site to see if they were the daily instant winner.

    With more than 730,000 sweepstakes entries, a 29 percent opt-in rate, and a 35 percent lift in page views to the mobile site, The Weather Channel "Mobile Month" promotion proved not only to be a success for the company in its inaugural implementation, but also serves as a scalable model for future promotions.

AWARD CATEGORY
Best Use of Mobile Marketing, Relationship Building
COMPANY NOMINATED: Mindshare India
ADVERTISER / BRAND: Pepsi
CAMPAIGN: Pepsi-Youngistaan-A New Cult for Youth!
CAMPAIGN LOCATION: India

Using technology to build imagery and relationship is a difficult task: Pepsi, the No. 1 cola drink of the country, took up the challenge to position the new brand thought "Youngistaan" in the TG's mind. The campaign featured use of different platforms within the mobile medium, such as SMS communities, SMS 2.0 (Affle), CRBT, mobile discount coupons and a WAP site.

    The campaign saw an overwhelming response, with more than 8,000 registered users in the SMS community, more than 39,000 user interactions on SMS 2.0 who contributed to 900 unique participations, more than 13,000 downloads of content from the Youngistaan WAP site, more than 5,200 downloads of Pizza Hut discount coupons, and more than 220,000 users who have Youngistaan as their caller tune.

COMPANY NOMINATED: R/GA
ADVERTISER / BRAND: Nokia
CAMPAIGN: Urbanista Diaries
CAMPAIGN LOCATION: EMEA

The powerful Nokia N82 is enabled with GPS technology and a 5-megapixel camera that allows users to tag each photo to a specific location and instantaneously share their experiences with anyone via widgets posted on blogs or social networking sites such as
Facebook.

    Urbanista Diaries was rolled out in an extensive three-phase campaign that engaged bloggers, journalists and everyday people to take photos of their life adventures. For the first phase, four influential bloggers were sent across the globe with a Nokia N82 to record their journeys on the Urbanista Diaries site.

    For phase two, Nokia partnered with several top media sites, such as Wallpaper, Lonely Planet, National Geographic and CNN, to document major world events in real time via journalists, artists and scientists.

    Phase three opens up the experience to everyone with a GPS-enabled Nokia device.

AWARD CATEGORY
Best Use of Mobile Marketing, Product/Services Launch
COMPANY NOMINATED: The Hyperfactory
ADVERTISER / BRAND: Nike
CAMPAIGN: Nike T90 Kick Off Launch in 3D Augmented Reality on Mobile
CAMPAIGN LOCATION: APAC

The Hyperfactory prides itself on producing fantastic creatively driven, technologically innovative yet consumer-relevant mobile campaigns. While the company strives for this every day with each campaign, every once in a while a campaign stands out-and the Nike T90 Augmented Reality in 3D campaign stands out by a mile.

    The campaign has been showcased by global media, has been a massive success in the client's eyes, and most important, was judged a success by consumers.

COMPANY NOMINATED: Jaguar Cars North America
AGENCIES: Global Beach, digital agency, Incentivated, mobile marketing agency
CAMPAIGN: Jaguar XF Launch Campaign

This seriously heavy-weight mobile advertising campaign directed traffic to a purpose built mobile Internet site from where Jaguar enthusiasts could find out details of the new car, download video clips, wallpapers and the TV ad, as well as find their nearest dealer and order an email brochure to be sent to their PC (directing traffic to the even richer website).

    The campaign hit all the right notes with the tech-savvy target audience, being fully optimized for all handsets, including Smartphones and iPhones, and was in keeping with the luxury identity of the Jaguar brand.With 55 million impressions booked (and some still to run) across a range of sites including MSN mobile, Yahoo! mobile and Cars.mobi, this is believed to be one of the world's biggest mobile advertising campaigns to date.

AWARD CATEGORY
Best Use of Mobile Marketing, Cross-Media Integration
COMPANIES NOMINATED: Mobext Brazil (Mobile Agency), Media Contacts Brazil (Online Marketing Agency) and Citroën (Client)
ADVERTISER/BRAND: Citroën
CAMPAIGN: Delivering Geo-Target Information
CAMPAIGN LOCATION: Brazil

Citroën wanted to increase excitement about C4 Pallas and drive traffic to the closest retailers from the audience to schedule test drives. The brand decided to run a national mobile campaign combined with the existing online efforts.

    Using a combination of web banners and an SMS platform that supported ZIP code lookup, prospects opted-in into the program by filling their data into the web banner. Afterward, the users received a personalized text message containing with the nearest dealer address and a click-2-call number.

    Within only 28 days, 15,641 opt-ins were achieved from all five areas of the country. Through the insertion of mobile marketing in an already existing online media plan, the budget was optimized and the results obtained led Citroën to significantly increase investments in mobile.

COMPANY NOMINATED: HipCricket
ADVERTISER/BRAND: John Wiley & Sons Inc.
CAMPAIGN: TXT4Dummies
CAMPAIGN LOCATION: NA

John Wiley & Sons' For Dummies books have become a widely recognized and regarded companion around the world. When it came time to promote its annual "Dummies Month" during the month of March, Wiley turned to HipCricket to drive awareness of the popular books, while engaging consumers at the point of sale.

    The Dummies campaign which was initiated by a text message, was supported by a mobile website and mobile banner advertisements. In addition, other media such as out-of-home, email and web elements were used.

    The TXT4Dummies campaign was successful in meeting its objectives, drawing more than 1.3 million impressions. Of the hundreds of text entries that were received, there was a 34 percent conversion rate for consumers joining the TXT4Dummies Club.

AWARD CATEGORY
Innovation
COMPANIES NOMINATED: Cellfire Inc. and Kroger
ADVERTISERS/BRANDS: General Mills, Clorox, ConAgra, Del Monte, Kimberly-Clark, Procter & Gamble, Pepperidge Farms, and Unilever
CAMPAIGN: Cellfire Mobile Grocery Coupons

Cellfire, Kroger and eight leading packaged goods manufacturers executed what Ad Age called "one of the most significant mobile marketing ventures in the U.S." For the first time, manufacturer coupons were issued via a mobile device and could be redeemed at a participating grocer in a completely closed-loop digital process.

    Using the Cellfire service, consumers access coupons on their mobile device, select the offers they want to use, and the offers are then automatically loaded to their shopper loyalty card. Consumers simply present their savings card at checkout to have the coupons deducted from their total.

    The Cellfire mobile grocery coupon program launched at 219 Kroger stores in the Southeastern U.S. and incorporated mobile advertisements, mobile alerts, in-store signage, in-store demonstrations, print and online advertising, email and public relations. Within a two-month period, thousands of shoppers registered. Redemption rates across all offer categories averaged more than 18 percent.

    The strong consumer adoption and high redemption rates exceeded expectations and resulted in a nationwide rollout of the program to more than 2,200 Kroger stores in October.

AWARD CATEGORY
Innovation for Creativity, Technology
COMPANIES NOMINATED: R/GA
ADVERTISER/BRAND: Nike
CAMPAIGN: Nike Basketball Ballers Network
CAMPAIGN LOCATION: North America

The Nike Basketball Ballers Network is a social networking experience that initially launched as a Facebook application, but has since extended its experience to a stand-alone web site, live events, and now a mobile application. Now the ballers everywhere have a full cross-media experience.     

    Most important, ballers engage with Nike Basketball from the palm of their hands, wherever they happen to be. The extension of the Ballers Network experience to mobile was a logical extension given that the core target audience is constantly on the go and they are avid users of mobile devices.

For more MMA Awards Coverage:
Welcome Note
Mobile Marketing: Its Time Has Come Part I
Mobile Marketing: Its Time Has Come Part II
12 Things You Must Know to Be Successful with Mobile Marketing
Mobile Metrics
2008 MMA Awards Winners
2008 Selection Committee
adidas: Award for overall excellence for company or committee
Laura Marriot: outstanding individual achievement award
Academic of the Year
The Global Award Winning Strategies
More Winning Strategies