The Drum Mobile Awards 2019 finalists have been revealed.
As one of the most engaging marketing platforms, mobile is constantly evolving to meet consumer demand for content, with that campaigns are ever evolving and breaking the mould. The industry is swiftly catching up on what mobile can offer to help brands create meaningful experiences to consumers, said judge and vice president of demand EMEA at adsquare GmbH, Vincent Tessier.
He said: “I was particularly impressed by new approaches to UX as well as use of AR to take user engagement to another level.
“I was really impressed by the quality of the work produced by all the entries. My take away is that it doesn't matter if you are a big agency or a small start-up, innovation and quality have no boundaries.
One category that stood out for Tessier was Footfall Strategy or Campaign. “Location is not only about footfall attribution anymore. It can really help brands to have more insights about consumer behaviour and inform their whole media plan including mobile, online and offline media channels.”
The finalists for Footfall Strategy or Campaign are: AdMaxim for LloydsPharmacy (The Specialist Works); Shopmium UK for Henkel - Dylon Colour Catcher, S4M, PHD for HP Inc and TabMo, Pernod Ricard UK, Havas Media.
Utilising geo-location in various ways against different KPIs was a big trend this year. Quite a few entries deployed this strategy to better communicate with the consumer and ensure that a relevant message is received at the right moment in time, expressed Laricea Roman, head of digital at The Specialist Work.
“This leads to better engagement and overall campaign performance,” she explained. “New creative formats is another trend that pleasantly surprised me given the current situation of mobile formats that are usually small, busy, not very clear and interruptive in many cases.”
In the Use of Mobile Technology category, Roman welcomed the quality of the entries that really put this medium at the heart of the brand’s communication strategy in a remarkable sync with other channels.
She said: “The mix of tactics such as chat bots, geo-fencing and targeting OOH sites was unique and innovative. The deployment of enhanced targeting techniques, along with new, engaging mobile online formats really impressed me and made me hope that user experience on mobile will continue to improve and make the most of the advanced technologies.”
The finalist for Biggest Increase in ROI from a Mobile Campaign or Strategy is: Future Platforms for Domino's Pizza Group.
It was very obvious that environmental - using less ’stuff’ - and personal ‘get the world moving’ was a theme, believes Miles Lewis, chief creative officer at MelodyVR
“Harnessing the power of one’s smartphone, AI, data and gamification seem to be a formula of the moment.”
One category that stood out for Lewis was Public Sector and Health, this category demonstrated great thinking, worthy causes and success.
The finalists are: Publicis Sapient for Oshawa Power; Spotify Ltd, Carat and The Story Lab for National Citizen Service and the University of Liverpool.
A full list of the finalists can be found here.
Sponsor of the awaards are Winmo