The Drum Mobile Awards - formerly The Drum Marketing on Mobile Awards (MOMAs) - rewarding the best campaigns, brands and agencies at the forefront of the mobile industry has been launched.
Confirmed judges include industry experts from Transmute, Karmarama, Shazam, AdSquare, Eurotunnel, Google, IAB, Roast, Deloitte Digital , Essence and M&C Saatchi Mobile.
Sales and marketing director at Eurotunnel, Jae Hopkins would love to see effectiveness and innovation coming from the entries. "Without effectiveness we marketers don’t deserve our jobs," she explained. "Without innovation we’re going nowhere.
"I’m not interested in whether the budget was big or small; nor whether I’ve ever heard of the brand or agency before. What matters to me is whether their submission makes me wish it were mine"
Founder of Transmute and fellow member of the judging panel, Tiffany St James said: "The Drum Awards are one of the best in the industry and easily one of the most recognisable." She will be looking for work that pushes the boundaries of the medium while underpinning a good strategy and solid effectiveness.
She continued: "Its great to see creative executions, but its always exciting to see new techniques being used delivering good results. Entries that also have a real-world effect always pique judges interest."
These awards are open to enter. To give you a clue as to what makes a winner, check out the five winning campaigns from our 2018 awards below.
Campaign: Footfall uplift Action stores with mobile advertisement
Agency: Mobile Journey
Award: Most Effective Brand on Mobile
Mobile Journey was selected to help Action determine the mobile strategy and execution to reach out to existing and new consumers, providing visibility on the store visitation impact, and optimize performance throughout the campaign.
Campaign: Black Mirror season four
Award: Most Innovative Use of Mobile
Black Mirror, Netflix’s techno-paranoia drama features speculative fiction with dark themes that examine modern society, particularly with regard to the unanticipated consequences of new technologies.
With the mobile device, Netflix’s goal was to capture the attention of new and previous Black Mirror viewers by creating a hauntingly realistic advertising experience, making viewers wonder if they are living in an episode of Black Mirror.
Campaign: Zone Boxt
Award: User Experience/Usability
Startup Boxt wanted to revolutionise the UK home heating industry using the disruptive power of digital. The platform they built distils the laborious two-week process of arranging a new boiler into a 20-minute interaction on a mobile phone – from landing on the site to booking an installation.
Campaign: The Hunger Spotter
Agency: Spotify Ltd, AMV BDDO, ZenithOptimedia Ltd and MediaCom
Client: Mars (Snickers)
Award: Best Use of Data
The Hunger Spotter campaign (from Spotify, Snickers, Mediacom, AMV BDDO and Zenith) took the already successful and well-known Snickers message, ‘You’re Not You When You’re Hungry’, and reimagined it for audio advertising using streaming insights and data to personalise the message and deliver it at the most humorous and memorable moment.
Campaign: Bridging the offline and online worlds with cutting edge media technology
Agency: Red Brick Lane Marketing Solutions Pvt. Ltd.
Award: Best Use of Technology
Zapr Media Labs built the world’s largest media consumption repository mapping out over 60 million smartphone users across their viewership of 650+ TV channels. Combining this with in-house ad-technology to solve some of the most challenging Big Media problems, Zapr is the only individual level TV consumption repository with user-level analytics and TV-to-mobile engagement technology in India, the world’s second largest TV population.
Campaign: Cadbury Heroes Christmas adventure
Agency: Blippar and Design Bridge
Award: Best use of 3D/Augmented Reality / VR
In 2017, Cadbury treated chocolate-lovers to a brand new product, an AR-enabled advent calendar. Customers could use their mobiles to unlock a festive selfie filter for each day of advent. The campaign was key to positioning the calendar as a premium product, driving exceptional engagement results and encouraging social sharing.
The Drum Mobile Awards, formerly The Drum Marketing on Mobile Awards (MOMAs) is the award scheme that rewards the best campaigns, brands and agencies at the forefront of the mobile industry.
These awards are open to enter. The deadline for entries is February 12.