Winners of the Effective Mobile Marketing Awards (EMMAs) 2011, with videos and case studies – mobiForge

Replace (December 2012): The 2012 winners of the EMMAs are right here.

• Based: 2010.
• Organized by: Cellular Advertising Journal.
• Deadline for entries: September, every class.
• Entry price: dislodge ( although within the first place there was a price ).
• Winners introduced: November, every class at an awards dinner in London, UK.
• Classes in 2011: Most Efficient Cellular… Website ; Couponing or Barcode Marketing campaign ; Gross sales Promotion/Direct Response ; Ticketing ; CRM ; Advert Marketing campaign ; Cellular Charity Marketing campaign ; mCommerce Resolution ; B2B App ; B2C App ; Pill App ; Advert Platform/Community ; Cellular Operator Marketing campaign ; Journey & Tourism Resolution ; Publishing Resolution ; Cellular Fee Resolution.
• mobiThinking verdict: The standard of the entries for EMMAs have been fairly spectacular for a newcomer to the awards circuit. The entries are usually skewed in direction of the UK and Western Europe. The distinguish characteristic of those awards is the give attention to effectiveness. Which means these winners have been honored as a result of they delivered ROI for the client, not simply because the inventive look good. The organizers went to some fuss to précis the achieve campaigns on this journal, which is a set extra helpful than the listing of winners that some awards assume is suitable.
• Judges embrace: David Murphy, Cellular Advertising cartridge holder ; Helen Keegan, technokitten.com, Cellular Monday ; John Mew, IAB ; Peggy-Anne Salz, MSearchGroove ; Rob Thurner ; Andy Favell, mobiThinking ; James Cameron, Camerjam ; Nick Lane, mobileSQUARED ; Michael Nutley, journalist ; George Cole, diarist.
Earlier winners with movies and case research: 2010 winners .
mobiThinking guides on this sequence:
• Information to cell awards • MMA International Awards • Mobi Awards • Cannes Lions • World Summit Cellular Awards
For some suggestions from awards judges see:
• The best way to create an award-winning fluid marketing campaign
For in-depth profiles of profitable/finalist companies see:
• Golden Gekko • 2ergo • Madvertise • Adfonic • NAVTEQ Media Options

Most Efficient Cellular Website

Winner: The Guardian for The Guardian Cellular Website
Abstract: Growing the cell website online is character of The Guardian ’ s Open Technique. Its core dedication is to extend the attain of the commerce identify. The goal is to ship textual content and visualize message in a quick, recent find that can enchantment to readers on any handset in any state.
Outcomes: Since launch in March 2009, m.guardian.co.uk has grown into the UK ’ s rely one cell content material servicing for the digital newspaper business, attaining over 7 million alone browsers and web page views of greater than 36 million per calendar month. It accounts for round 12 proportion of The Guardian ’ s complete digital site visitors and has seen a 233 proportion enhance yr on class. m.guardian.co.uk has apart from seen sturdy progress in its international viewers, significantly from the US ( 2.12m alone browsers ) and Canada, Eire, Australia and India. Combining focused cell advert options with rich-media codecs has allowed The Guardian to develop promote revenues by greater than 80 proportion yr on yr.

Finalists:
bemoko/Macmillan Most cancers Assist for Macmillan Cellular Website
Discovered/Autoglass for Smashing the Glass Restore Market on Cellular
Incentivated/Centaur for Advertising Week Reside !
New Look/MIG for New Look ’ s Cellular Commerce Website
Somo/Audi for Audi Cellular Website

Most Efficient Cellular Gross sales Promotion/Direct Response Marketing campaign

Winner: Pepsico/Rabarba for Pepsi Content material in a Bottle
Abstract: Distinctive codes had been discovered beneath the lids of Pepsi bottles. Customers who texted the distinctive codes beneath the Pepsi can lids purchase : a ) one calendar month free Premier League Reside Soccer subscription from Turkcell together with reside aim movies, breaking information and details about their favourite groups of selection ; b ) one calendar month free Ring Again Tone ( RBT ) subscription from Turkcell, sol when folks known as them they might hear considered one of 5 totally different tracks alternatively of the same old ringtone ; c ) every participant apart from received 12 hours of dislodge airtime from Turkcell.
Outcomes: In the course of the four-month interval, 3 million folks participated within the marketing campaign astir to 4 instances every on common ; totaling as much as 11.5 million participations. On the finish of this marketing campaign, Pepsi reached its highest market partake within the final eight years .

Extremely counseled: Discovered/Autoglass for Smashing the Glass Restore Market on Cellular
Finalists:
OpenMarket for Disasters Emergency Committee East Africa Drought Attraction
Pharos Cellular for Burger King Monopoly Insanity
Saudi Telecom Firm/Upstream for 100 BMW X5 *100 Days
Turkcell/Aerodeon/Shell Turcas for Shell FuelSave Fuels

Most Efficient mCommerce Resolution

Winner: New Look/MIG for New Look ’ s Cellular Commerce Website
Abstract: New Look launched its in full transactional cell website online in April 2011. The HTML5 and CSS3-based website online was designed and constructed by Cellular Interactive Group ( MIG ) and integrates into New Look ’ s back-end techniques. key options embrace flying one-click verify for register customers ; partaking zoom performance ; straightforward to browse merchandise in a single, two or three column codecs ; seamless viewing with accordion navigation to scale back web page refreshes and single client buying basket between the website online and cell web site. Two websites had been constructed – one for high-end gadgets and one for low-end gadgets. The redirect routinely detects the person ’ s machine and serves the most effective cell really feel for that particular machine.
Outcomes: In three months the cell find delivered 24 proportion enhance in cell visits, 60 proportion enhance in orders and 45 proportion enhance in tax revenue. • See this video demonstration
Finalists:
Pizza Specific/2ergo for Pizza Specific iPhone App
Usablenet/JD Sports activities for JD Sports activities Trend Cellular

Most Efficient Cellular Promoting Marketing campaign

Winner: Fetch Media and Sony Columbia Music for the launching of Calvin Harris & Kelis particular person Bounce.
Abstract: The one promotion for the brand new Calvin Harris single was by way of fluid promoting. The marketing campaign goal was to drive battle and buy of the brand new single so transferring it up the charts and inspiring extra radio receiver play, due to this fact making it the summer season anthem of 2011. The media focused was Shazam, Ministry of Sound and MTV. A rich-media HTML5 advert marketing campaign was specifically constructed for MTV, utilizing a ball bounce in the usual, as soon as guests tapped on the ball, they had been uncovered to a full moon display screen expandable advert inviting them to observe the video and purchase the person.
Outcomes: The marketing campaign acquired greater than 8 million impressions inside 10 days. 30 proportion of the individuals who clicked via the advert watched the video recording or clicked to iTunes. The only went straightaway into BBC Radio 1 ’ s A quantity and charted at complete 2 in its first base week within the iTunes chart .

Finalists:
Discovered/Autoglass for Smashing the Glass Restore Market on Cellular
NAVTEQ Media Options/Peugeot for Peugeot Hyper-local Promoting Marketing campaign
Nokia/Pring for Nokia Eidi on Pring
Vogue Turkey/Rabara for Vogue Turkey ’ s 1st 12 months Anniversary Marketing campaign
Warner Bros/Millennial Media/Odyssey Cellular Interplay for Inexperienced Lantern

Most Efficient Cellular CRM/Enterprise Messaging Marketing campaign

Winner: Incentivated and British Airways for British Airways SMS Buyer Service Messaging
Abstract: BA ’ s textual content service, accessible for UK- and US-registered cell phones, permits passengers to get up-to-the-minute fledge data for yesterday, right now and the next 14 days, direct to their cell, utilizing the devoted shortcodes. Messaging companies embrace the next notifications : break to avail ; on-line verify in clear ; misplaced baggage warning ; understudy notifications for employees ; alimony messages for employees ; flight data companies for folks assembly a passenger .
Extremely counseled: Ericsson IPX/Velti for A & N Cellular CRM
Finalists:
MePlease for MePlease SmartLinks
Nokia/JWT/Bemoko for Nokia Supply

Most Efficient Cellular Ticketing Resolution

Winner: Masabi/Chiltern Railways for Ticket Machine in Your Pocket
Abstract: In Might 2011, Chiltern Railways was the start prepare operator to go populate with the complete barcode ticket system offered by transport-ticketing specialist Masabi and ticketing companies provider Atos. Rail passengers with smartphones or characteristic telephones should purchase and obtain rail tickets via one transaction for any fulminate journey within the UK. Barcodes may be securely validated on the string utilizing the precaution ’ s transportable ticketing machine. Not like most industrial ebook companies, the Chiltern Railways utility doesn’t cost a reserving price and is exempt to obtain. To get the applying passengers merely must textual content “ Chiltern ” to 88600 or search the related app shops .

Finalists:
Motion/Virgin Media for mTicketing at V Pageant : Our Backyard
Safaricom M-Pesa/Redsky for Safaricom M-Pesa Ticketing

Most Efficient Cellular Charity Marketing campaign/Resolution

Winner: OpenMarket for the Disasters Emergency Committee East Africa Drought
Abstract: Greater than 10 million folks in East Africa have been left in need of meals, urine and hand brake healthcare due to one of many worst droughts in 60 years. Working with the Disasters Emergencies Committee ( DEC ), OpenMarket supported the UK enchantment by enabling SMS donations by way of its cell funds and marketing campaign administration platform, CMX2. tv receiver and print media advert campaigns inspired folks to donate £5 ( US $ 7.83 ) on to the appeal to by texting ‘ HELP ’, ‘ CRISIS ’, ‘ AID ’, ‘ DONATE ’, ‘ HELP ’, ‘ SUPPORT ’ or ‘ AFRICA ’ key phrases to 70000.
Outcomes: Greater than £1,200,000 ( US $ 1,878,798 ) has been raised by way of SMS donations since DEC launched the Attraction in June 2011. That is 500 proportion greater than DEC had raised from textual content donate prior to now. The marketing campaign apart from allowed donors to opt-in to Present Assist, which means that people can enhance their contribution by 25 proportion in the event that they choose in to the HMRC Present Assist scheme – 60 proportion of donors subsequently opted in .
Extremely counseled: M & S/Oxfam/Profero for the One-day Wardrobe Clearout
Finalists:
Bemoko/Macmillan Most cancers Assist for Macmillan Cellular Website
DIDMO/Salvation Military/GetJar for Salvation Military Day by day Cup Social Justice
Nationwide Geographic/Velti for The survive Lions
Safaricom M-Pesa/Redsky for Kenyans for Kenya

Most Efficient Cellular Software – b2b

Winner: Auto Dealer for Seller Portal iPhone App
Abstract: The Seller Portal Cellular app permits sellers to handle their promote any time, any the place on their iPhone. Sellers can take images of their inventory on their iPhone, view their forecourt and edit adverts, all on the transfer. A ‘ revenue Indicator ’ helps sellers calculate the margin they ’ 5 hundred maintain, with a touch value. That is based mostly on real-time, correct, market-based data and helps to scale back the danger related to buy and enhance the probability of constructing a revenue. To make sure that sufficient sellers had iPhones, Autotrader ran a forwarding which gave away a complimentary iPhone to sellers who bought a specific cell promoting intersection bundle. 1,250 sellers took up the iPhone provide.
Outcomes: 1,788 sellers have logged onto the app since launch, representing about 19 proportion of the on-line Seller Portal customers. 66 proportion of app customers return every month ; 40 proportion of app customers uploaded an attend in August 2011 .

Finalists:
Egencia for Egencia Cellular iPhone App
International Bay for iPad Retail App
O2 Media/Golden Gekko for O2 Media App
IDG International Options/OMG/HP for IDG/HP ROI Useful resource Centres
Safaricom M-Pesa/Redsky for M-Pesa Purchase Items

Most Efficient Cellular Couponing or Barcode Marketing campaign

Winner: Groupe Aeroplan for Sainsbury ’ s Cellular App
Abstract: The Sainsbury ’ s fluid app ( for io, Android and Nokia ) launched in August 2010 gives collectors of Nectar loyalty factors with their factors the rest and unique provides. It systematically generates considerably greater reply charges than different Sainsbury ’ s direct commercialize channels. Sainsbury ’ sulfur and FMCG suppliers present the provides which can be displayed on each the Sainsbury ’ s and Nectar apps for 4 weeks. The provides may be focused by gender and class ( i.e. focusing on clients that by and enormous store in sure aisles e.g. pet, child, alcohol, and integrates with the Sainsbury ’ s Feed Your Household for £50 political marketing campaign by way of a meal planner for recipe inspiration. Buyers can apart from buy normal commerce via the app and can be capable to purchase meals quickly .
Finalists:
Incentivated for M & S Cellular Loyalty Program
ScanBuy for Taco Bell – Unlock the Field

Most Efficient Cellular Software – b2c

Winner: Debenhams for Debenhams iPhone, Nokia and Android App
Abstract: Launched in October 2010, the app provides the total Debenhams roll on the market with supply to the client ’ s door or roll up from retailer. They will view a number of product photographs with soar functionality and minimize searches utilizing the ‘ slender the excerpt ’ clitoris had been they’ll filter by kind, publish, shade, value, and dimension. This was the inaugural app on the UK excessive avenue to incorporate a barcode scanner that acts like a digital store assistant. The app apart from permits Debenhams to push location-based provides to clients which can be close to the shops.
Outcomes: The app paid for itself inside three weeks of launch. Within the first gear 6 months the app had been downloaded 500,000 instances and delivered over £1.5 million ( US $ 2.35 million ) in gross sales.

Finalists:
AKQA/Random Home for Nigella Fast Assortment iPhone App
Future Platforms/Orange for Official Glastonbury App
Grapple for Premier Inn Cellular
Pizza Specific/2ergo for Pizza Specific iPhone App
Poynt for The Poynt App

Most Efficient Location-based Service/Marketing campaign

Winner: Rippll for Rippll GeoWave
Abstract: Rippll GeoWave is a know-how platform for working location-based cell advert campaigns. Rippll gives simple-to-use adserving tags to publishers and advert networks turning common advert campaigns into location-based advert campaigns. Rippll GeoWave permits adverts to be served in particular areas, corresponding to close to the advertiser ’ randomness retailer and permits for various promoting messages to be served in several places. Map-based report reveals the place the adverts are working finest thus publishers and advertisers can optimize campaigns. Rippll works with advert networks 4th Display Promoting, YOC and StrikeAd to put tags in cell publishers corresponding to The Guardian, EBuddy and The Solar. Rippll has run location-based campaigns for TGI Fridays, McDonalds, IKEA, HMV, Dove and eBay amongst others .
Extremely counseled: Grapple for Fable III Kingmaker
Finalists:
Discovered/Autoglass for Smashing the Glass Restore Market on Cellular
Mazda/Joule/Mindshare for Mazda MX5 Fb Offers
NAVTEQ Media Options/Peugeot for Peugeot Hyper-local Promoting Marketing campaign
NAVTEQ Media Options/Spur Eating places/Wand for Spur Eating places Location-Conscious Cellular Advertisements

Most Efficient Pill Software

Winner: BSkyB for Sky Information for iPad
Abstract: Sky Information for iPad is an app constructed round reside occasions and breaking information displayed chronologically on a timeline that’s up to date because the information day unfolds. Expertise developed by Sky lets customers rewind reside video to the start – even when the app was not energetic when the occasion commenced. Every ground is supported by a variety of modules that ship editorial depth and context. Modules embrace synergistic stills, trope galleries and graph, american samoa properly as bespoke HTML capability created on a each day footing .

Extremely counseled: DK/AKQA for The Human Physique App
Finalists:
Auto Dealer for Auto Dealer iPad App
Monetary Occasions/Assanka for FT Internet App
Somo/Audi for Audi UK ’ s Information to Le Mans 2011
Tigerspike/Telegraph Media Group for TMG iPad App

Most Efficient Cellular Promoting Platform or Community

Winner: Txtlocal for Txtlocal Management Panel
Abstract: 75,000 use the Internet-based Txtlocal function panel to ship in extra of 25 million textual content messages each month. Txtlocal permits enterprise to textual content 1000’s of individuals inside minutes from arsenic little as UK £0.025. ( US $ 0.038 ) Txtlocal apart from allows corporations to arrange a shortcode to solicit opt-ins to textual content campaigns or construct a cell Web site for recipients of messages to click on via to additional information.
Outcomes: Utilizing Txtlocal, The English Nationwide Opera may promote last-minute ticket offers and reduce gross misplaced from empty seats. Two ENO campaigns delivered £8,000 ( $ 12,530 ) arrant revenue from a £500 ( $ 783 ) spend on textual content credit. Papa John ’ s Pizza elevated gross sales 31.7 proportion throughout a three-day textual content marketing campaign selling a reduced value provide. Subway used Txtlocal to tell its clients of special-offer meal-deal promotions producing a reception charge of 24 proportion. Domino ’ s Pizza acquired 10-12 proportion redemptions from a textual content political marketing campaign delivering £10,000 ( $ 15,661 ) of gross sales from a £350 ( $ 548 ) funding .

Finalists:
Adfonic for Adfonic
Blismobile for Blis App Zone
madvertise for madvertise Cellular Promoting Market
Placecast for ShopAlerts by Placecast
Smaato for Smaato Open Cellular Promoting Platform ( SOMA )

Most Efficient Marketing campaign from a Cellular Operator

Winner: Buongiorno for Recharge and Win
Abstract: Recharge and Win is a in full managed tax revenue foreplay and loyalty program that rewards prepay clients every time they prime up. After topping up the client receives a code permitting them to enter a WAP competitors/sport to win a reward/prize corresponding to launch SMS/Minutes, bodily prizes or a paint-ball expertise. Buongiorno Recharge and Win clients embrace Optus Australia, O2 UK, Proximus Belgium, O2 Germany Telecom New Zealand and TIM Italy.
Outcomes: Recharge and Win helps operators enhance the month-to-month spend of individuals by 9 proportion and scale back churn amongst individuals by 25 proportion .

Extremely Counseled: Saudi Telecom Firm/Upstream for Win 100 BMW X5 in 100 Days
Finalists:
BigTime/MTN Zambia for Mega Thousands and thousands Promotion
Future Platforms/Orange for Official Glastonbury App
Orange Romania/Velti for A New Day, a New Life

Most Efficient Cellular Journey and Tourism Resolution

Winner: TripAdvisor for the TripAdvisor App
Abstract: TripAdvisor is a launch journey app for iPhone, iPad, Android, Nokia, Home windows, Palm accessible in 123 nations in 20 languages. The app features a “ Close to Me now ” officiate, so travellers can decide what inns, eating places and sights are close by and a search engine to search out brassy flights. The iPhone and iPad 2 model consists of “ Reside View ”, an increase actuality have that enables travellers to view TripAdvisor ’ s 50 million traveler evaluations and opinions of inns, eating places and sights superimposed over what they see via the tv digital camera of their cell machine .
Extremely counseled: Crafted Media and Colchester Zoo for Colchester Zoo Cellular App
Finalists:
Incentivated/British Airways for British Airways SMS Buyer Service Messaging
RedFish Media for MGM Luxor Las Vegas Cellular Alerts

Most Efficient Cellular Fee Resolution

Winner: Flexion for Flexion Wrapper
Abstract: Flexion ’ s wrapper engineering creates a minor quantity of code that’s ‘ wrapped ’ round cell contentedness corresponding to video games or apps, enabling a picture of additional companies, corresponding to in-app invoice, DRM, content material discovery and on-device retailing. capability house owners can create custom-make value choices and promotional fashions, corresponding to exempt trials, leases, bundles and low cost and loyalty schemes. The wrap know-how will increase conversion charges for apps, by permitting folks to strive earlier than they purchase.
Outcomes: 4 million wrap merchandise are activated each calendar month. flexion has reached a stuffed with 40 million clients. Customers have spent a sum of UK £27 million ( US $ 42.34 ) globally on the Flexion chopine within the loss of life three years .

Finalists:
Bango for Bango Fee
Flexion for Flexion Wrapper
Fee One for Anyphone
Safaricom/M-Pesa for M-Pesa Purchase Items
Txtnation for JunglePay

Most Efficient Cellular Publishing Resolution

Winner: Mippin for Mippin App Manufacturing facility
Abstract:
The Mippin App Manufacturing facility permits anybody to construct an app in exactly 5 minutes. App Pack costs begin at UK £10 ( US $ 15.68 ) – that features a Internet app for iPhone and Android app, a espresso catapult and cell website online. native apps value £500-£2,000 ( $ 784- $ 3136 ).
Outcomes: Over 40,000 apps have been constructed on App Manufacturing facility implementations within the final 18 months. Probably the most profitable of those are very properly ! Journal app ( downloaded 475,000 instances ) and the Day by day Star app ( downloaded 300,000 instances ) .
Finalists:
Rippll for Appsplash
Vodafone/AMVG for vRead
Wapple for Canvas, Architect and Exhibit
Woodwing Pill Publishing Resolution
• 2010 Winners embrace (model/company): M & S ( MIG ) ; McDonalds ( NAVTEQ ) ; Unilever Cornetto ( BlisMobile ) ; Procter & Gamble ( Sky Sports activities ) ; Skåne ( Ericsson IPX, LINK Mobility ) ; ClearMen ( Turkcell, Rabarba ) ; MTN ( Upstream ) ; SwiftKey ( TouchType ) ; M & S ( Incentivated ) ; Lions Baseball ( Fancharge ) ; NXP SemiConductors… Full particulars and video encase research right here.

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Additional studying:
• Ten video interviews with main fluid consultants
• The insider ’ s information to cell machine safety
• The cell metropolis challenge – the blueprint of a in fact mobilize metropolis
• The insider ’ s information to machine detection
• The insiders ’ guides to world ’ s biggest cell markets
• Information to cell companies
• Information to cell advert networks
• Information to cell diligence awards
• The large assortment of ball-shaped cell stats
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