Digital Case Study : 5 best mobile campaigns of 2012

Awards in the media fraternity is always an area of concern for me due to their authenticity & quality of entries making it to the top which further opens a brand new Pandora box of questions for all enthusiasts.

What’s the credibility of the entries?
Is the shortlisting process transparent enough? Ideally I Would love to have this process democratic in nature. Most of these campaigns are followed by who’s who of the advertising world be it Account Planners, Brand Managers, Marketing Managers, Copywriters, Business owners, start ups, digital enthusiasts etc.

But there are few forums that genuinely brings the quality on top, EMMA for instance is one platform which has brought impressive content as a whole.

The entries tend to be skewed towards the UK and Western Europe. The distinguishing feature of these awards is the focus on campaign effectiveness. That means
the final winning entries have won because they actually delivered ROI metric for their clients, not just because the creative looked fancy from outside.

This year’s final entries opens up your mind as a digital marketeer purely because of the way they have tried to engage with the customer.

And the winners are..

1. Most Effective Mobile Campaigns for Direct Response

Winner : Unilever/Rabarba for Cornetto ‘My Loooove’ 2012 Summer Campaign

Summary : Moving away from their annual tactical campaign “Buy 1 Get 1 Free”, brand asked Consumers who bought promotional ‘Cornetto in Love’ and ‘Cornetto
Disc’ packs could text in a code printed on the packaging to receive 120 minutes of free airtime. When they did so, they received an automated call back
asking them to express their love for the brand by shouting “My Loooove!” for as long as they could, replicating the theme of the brand’s summer TV campaign.
The best efforts won a Cornetto teddy bear.

Results: In addition to increased sales, the campaign generated 1.4m participations in the first two months, including 300,000 IVR responses.

Watch the video.

2. Most Effective Mobile Sites

Winner: Pizza Hut/bemoko for Pizza Hut delivery mobile site

Summary: In order to build greater reach into their campaigns, Pizza Hut opted for a mobile site, rather than an app. The site integrates with Pizza Hut’s back-office systems, and renders to all devices, but with a user experience tailored to each device. The mobile site offers all the functionality of the desktop site. A User Console enables Pizza Hut to add and remove offers and new products.

Results: By the end of the first week after going live, the site accounted for 10 per cent of all online orders, with orders on mobile increasing by 60 per cent over the next two weeks.

Read complete case study here.

3. Most Effective Mobile Campaigns through Mobile Coupons

Winner: McDonald’s/MobileBits for McDonald’s Euro 2012 Campaign

Summary: Sponsorship of the Euro 2012 football tournament, McDonald’s and its agency MobileBits used the SAMY4ME Mobile Mall app to offer McDonald’s vouchers and coupons. To redeem an offer, consumers simply had to click on the coupon within the app and show it to the McDonald’s cashier for redemption at the in-store POS

Samy-McDonalds-EURO2012 Video from MobileBits on Vimeo.

4. Most Effective Mobile Campaigns in Advertising

Winner: Nokia/YOC for Nokia Lumia 800 Mystery Ad.

Summary: Surfing the mobile web, the user is surprised by a sudden appearance of the Windows Phone interface on their iOS or Android device – a surreal experience. Nokia presents a well designed, well crafted rich media mobile ad demonstrating the features of its new Lumia 800. Clicking on the ad, the user is led to a landing page providing a very smooth, native-app-like user experience, allowing the user to look at a slide-show picture gallery presenting the new Nokia Lumia 800 features, get further information on the phone’s functions, browse through available accessories and even kick back and enjoy the embedded video. With the creative concept of delivering an interface of a completely different operating system to an iPhone or Android device, an unreal and surprising experience is guaranteed.

Results: with a CTR of 29.7 percent the impact of the campaign is way above average suggesting that it has a similarly high impact on awareness and image indicators.

5. Most Effective Mobile Campaigns for charity

Winner: Vodafone for the JustTextGiving

Summary: JustTextGiving was set up by Vodafone, the Vodafone Foundation and JustGiving, enabling anyone to donate by text to individual fundraisers – and Britain’s 184,000 charities via a unique textcode.

Results: more than 16,000 charities and over 40,000 individuals had signed up to JustTextGiving, raising more than £4m for their respective causes.

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