The winners in all 29 categories of the 10th Effective Mobile Marketing Awards, staged in partnership with headline partner Dynata, and partners DAX and TabMo, were revealed at an Awards ceremony in London on the evening of November 11th, attended by over 200 representatives from brands, agencies and mobile marketing firms.
Brands and organisations honoured for their work this evening included Volvo, Domino’s, ODEON Cinemas, Google, mytaxi, BBC Food, Twinings, Ryanair, 7-Eleven, Babylon Health, BECCA and the Home Office.
On the agency front, the big winner on the night was Yodel Mobile, picking up five Winners awards as well as a Highly Commended. It’s App Growth Campaign for mytaxi took the Grand Prix Award, as well as the Awards for Mobile Marketing Campaign of the Decade; Most Effective Travel & Tourism Campaign; and Most Effective App Install Campaign. Yodel also picked up a Winner’s trophy in the Charity Campaign category for its work with breast cancer charity, BECCA.
The Home Office, with its agency partners OmniGov @ Manning Gottlieb OMD and Venatus Media, picked up two awards, for Most Effective Cross-screen Campaign and Most Effective Use of Data, for its #KnifeFree campaign to reduce knife crime in the UK.
In addition to the Mobile Marketing Campaign of the Decade award, there were three other special ‘Best of the Decade’ Awards, voted for by the industry. The Mobile Marketing Brand of the Decade went to Domino’s Pizza. M&C Saatchi Performance was voted the Mobile Marketing Agency of the Decade, and the Disruptor of the Decade Award went to Airbnb.
The Most Effective Anti-fraud Solution Award went to Scalarr, while BBC Good Food and Hi Mum! Said Dad triumphed in the Most Effective Voice assistant App category for the BBC Good Food Alexa skill. The Beeb’s CBBC Buzz app took the award for Most Effective Entertainment Campaign.
For his Chairman’s Award, Chair of Judges David Murphy chose his favourite campaign or solution of the past decade, and gave the Award to predictive typing app SwiftKey.
The full list of winners is as follows:
Grand Prix Award
mytaxi and YodelMobile – App Growth Campaign
Chairman’s Award
SwiftKey
Most Effective Mobile Marketing Campaign of the Decade
mytaxi and Yodel Mobile – App Growth Campaign
Highly Commended: Domino’s Pizza UK & ROI and Future Platforms – Domino’s Pizza UK & ROI Digital Strategy
Mobile Marketing Brand of the Decade
Domino’s Pizza
Mobile Marketing Agency of the Decade
M&C Saatchi Performance
Disruptor of the Decade
Airbnb
Most Effective Entertainment Campaign or Solution
CBBC, Havas Media and Venatus Media – CBBC Buzz App
Highly Commended: Universal Pictures and AGCS – The GIF’t Game Search Campaign
Most Effective In-app Advertising Campaign
Playtika and Aarki – World Series of Poker User Onboarding Campaign
Most Effective Messaging Campaign
Countable and Leanplum – Civic Engagement Campaign
Most Effective Retail/FMCG Campaign or Solution
Twinings, LoopMe and the7stars: Twinings Superblends UK Campaign
Highly Commended: Chico’s and Vibes – Chico’s Mobile Campaigns
Most Effective Augmented Reality Campaign
7-Eleven and Zappar – Always-on AR
Most Effective Location Campaign
Ryanair and Swrve – Localizing Real-time Relevance to Increase Customer Loyalty
Most Effective App Install Campaign
mytaxi and YodelMobile – App Growth Campaign
Most Effective CRM Campaign
Google Assistant and Epsilon – Global CRM Program
Most Effective Automotive Campaign or Solution
Volvo, Mobsta, Mindshare and Finecast – Volvo XC60 Human Innovations Campaign
Most Effective App
KodakMoments – PixPax
Highly Commended: Pilot Flying J and Publicis Sapient – Mobile App Redesign
Most Effective Use of Data
ODEON Cinemas and Yellow Velo – Roll the Film, Let the Data-led Magic Begin
Most Effective Cross-screen Campaign
The Home Office, OmniGov @ Manning Gottlieb OMD and Venatus Media – #KnifeFree
Most Effective Anti-fraud solution
Scalarr – Scalarr
Most Effective Voice Assistant App
BBC Good Food and Hi Mum! Said Dad – BBC Good Food Alexa Skill
Most Effective Use of Video
The Home Office, OmniGov @ Manning Gottlieb OMD and Venatus Media – #KnifeFree
Most Effective Charity Campaign or Solution
BECCA and Yodel Mobile – App Growth Campaign
Most Effective Performance Marketing Campaign
Radiant and Moburst – SAY App Launch Campaign
Most Effective Integrated Campaign
Max Bupa and Zapr Media Labs – GoActive Campaign
Highly Commended: Tata Motors, Zapr Media Labs and Havas Media – Ads Good As Football
Most Effective Search Campaign
Babylon Health and The ASO Co – Organic Search App Install Campaign
Highly Commended: UKTV Play and Yodel Mobile – Organic Growth Campaign
Most Effective Travel & Tourism Campaign or Solution
mytaxi and Yodel Mobile – App Growth Campaign
Most Innovative Campaign
SailGP and Apadmi – The SailGP App
Most Effective Launch Campaign
Sprint – Sprint Complete
Most Effective Mobile-first Service
Sliide – Headlines, News and Rewards: Offering More From Mobile.
Highly Commended: Pilot Flying J and Publicis Sapient – Mobile App Redesign
This article was originally published by Mobile Marketing Magazine.