The MMA developed the Mobile Creative Framework which highlighted strategies behind the most effective mobile campaigns from 2013. Many of the same trends are now carried over into this year’s winners, but as the world of mobile has evolved, so have the more traditional strategies marketers have deployed to take advantage of the uniqueness of mobile.
Any mobile marketing campaign created with the primary objective of building brand awareness and establishing brand recognition by potential customers.
APAC – Lead Generation / Direct Response / Conversion
Any campaign that demonstrates how the use of mobile marketing generated prospective customers for future engagement and sales or any campaign that reveals how the use of mobile marketing directly impacted sales, conversions, trials, or purchase intent among your target audience.
Any mobile marketing campaign created with the objective of introducing a new product or service into the marketplace, delivering measurable success based on mobile platform.
Any campaign that demonstrates how the use of mobile marketing led to a successful promotional campaign (i.e.: contests, demonstrations, coupons, exhibitions/trade shows, games, sweepstakes, point-of-sale displays, merchandising, special offers etc.).
Any campaign that demonstrates how the use of mobile marketing was leveraged to build strong relationships with customers built customer loyalty and/or led to increased customer retention.
Any campaign where mobile marketing was integrated as an indispensable part of a broader marketing mix (mobile, online and offline) and delivered against a core marketing objective.
(e.g. SMS, Apps Messaging, Long form codes and others) Any campaign featuring the use of mobile messaging tactics that drives and delivers against a core marketing objective.
Any application that was created specifically for the mobile environment as part of an integrated mobile marketing strategy for the primary purpose of providing information, entertainment, productivity or utility while delivering an engaging customer experience.
Any website that was created specifically for the mobile environment to showcase a product, brand or service as part of an integrated mobile marketing strategy.
Any mobile marketing campaign featuring new or groundbreaking techniques and/or technologies to market a service or product or any campaign that has leveraged existing technology with a new, unconventional and creative execution.
Any mobile marketing campaign that uses location based services as the primary anchor of the campaign to connect with customers and deliver highly relevant, targeted messages at a time and place when a consumer is most likely to act on them.
The processing of a commercial transaction on a mobile device or the "path to purchase" via mobile at traditional retail outlets. Submissions must demonstrate how you have effectively enabled transacting on a mobile device. Creative brief must include the programs that led to these transactions by customers; and/or demonstrate how you have taken customers on a path to purchase with a mobile marketing program that led to traditional retail (including web) transactions.
This is a category that awards a mobile creative that embodies a brand’s philosophy and identity and creates an immersive and interactive experience keeping the brand at the core. It makes a user engage with a brand on the whole and creates top level recall and recognition in the user’s mind.
This is a category that awards a mobile creative on its post click performance. It measures the engagement levels of the user after the first point of interaction and how engaged a person remained as the ad progressed. It takes into consideration how long the user remained on the ad and whether they shared the experience forward on social media.