NHS scoops top mobile marketing gong at The Drum’s MOMAs

The best and brightest of the mobile marketing industry gathered to celebrate and let its hair down at the annual Marketing on Mobile Awards.

The awards, sponsored by Adobe, Celtra, Mapp Media, Millennial Media and Weve, recognised the most effective and innovative mobile marketing initiatives and campaigns of the past year.

The NHS was took the coveted Grand Prix prize, beating off well versed mobile marketers such as Unilever, Google and John Lewis. It was also named the top consumer facing app on either a mobile or a tablet. The organisation’s free, quick and secure Patient.co.uk online service was hailed by this year’s judges for letting people book appointments with their GP or order repeat subscriptions in their own time – day or night.

At a time when marketers are starting to create services rather than traditional adverts, the campaign was deemed to be a great example of how putting the customer experience first rather than the technology could harness the ubiquity of mobile. The judges said the winner was genuinely one the best award entries they have ever had the opportunity to review.

The most effective brand on mobile award went to Thomson for its MyThomson holiday companion app. The app allows travellers to keep track of every aspect of their booked holiday through the travel agent; from destination guides to the ability to view flight times and suitcase essentials, the business said it wanted to create a service that helps holidays run to plan.

Mindshare UK was crowned the most effective mobile agency of the year, reflective of the other two awards it picked up on the night for its work for Ford. The agency also came close to landing several more awards for its work for Unilever and ITV.

Shop Direct was recognised for its progressive approach to mobile, banking two awards for its work with agency Somo. The most effective programmatic buying campaign and the biggest increase in ROI from a mobile campaign/strategy gongs went to the retailer for its “A Very Stylish Christmas” campaign.

Manning Gottlieb OMD scored the most innovative use of mobile award for its virtual holidays campaign for Virgin Holidays, while Essence’s Magic Mobile Banners for Google were hailed as the best use of video and rich media.

Carat was snapped up the Chairman’s award for its "Quest for the Chocovore Idol" campaign for Kellogg's. The agency also secured two other awards on the night.

Nick Buckley, ‎head of digital media and mobile marketing at Sony Mobile and chairman of this year’s MOMAs, said the chairman’s award winner's campaign was a “fantastic use of brand integration, reaching a niche target audience, delivering a genuine reason for customers to interact and engage with the brand.

In terms of the event as a whole he added: “it’s been truly refreshing to see such a high level of entries. What has stood out with the top entries is the clear and concise application of insights and research to deliver mobile first campaigns which effectively communicate and deliver upon the campaign objectives.”

You can find a full list of winners and greater detail on their entries in an online rundown of the event here.

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