Legion Interactive scores top mobile marketing award Rachel Truman
A campaign for a pool cleaning company has been awarded the Best in Show at the 2006 ADMA Mobile Marketing and Advertising (MMA) Awards in Sydney last night.
Legion Interactive’s winning "Clean Up & Win" campaign, created for Zodiac Pool Cleaners, is proof the mobile is no longer seen as a niche channel for communicating with a youth sector—but rather as a far-reaching medium.
The campaign also won the Best Promotional or Marketing Campaign Award and was a finalist in the Most Creative Mobile Solution category.
Chair of the judging panel, Clear Light Digital's MD, Cliff Rosenberg, believes the mobile marketing industry is at an exciting time as it becomes part of the mainstream for a wide-ranging number of brands, evidenced by a wide range of entries in all the categories.
"[The judges] liked how the campaign showed how any brand or product can make use of mobile marketing. It's not just restricted to the big brands like Coca-Cola--any brands out there with any products can start participating and make use of the mobile medium," Rosenberg said.
Other major winners included Host's "Enjoy our rates responsibly" campaign for Virgin Mobile, which took out the Best Use of Mobile with Interactive Media category. Network Ten's "RPM Live Mobile Mag" by Hyro, TigerSpike and Cross Carrier took out the gong for Best Use of Mobile in CRM and showed how brands were using the mobile as more than a response mechanism.
The judges identified two entries to share the "One to Watch" accolade, which encourages examples of creative and innovative applications of the mobile channel as well as those which pave the way for future industry development. Joint winners were the "Mikey's MP3 Club" by 5th Finger, Chic Media & Central Station Records for Wild TV, and "mHITs—person-to-person payments by SMS" by mHITs Pty Ltd.
Accepting the inaugural Mobile Marketer of the Year award was AURA Interactive's sales and marketing director, Adam Dunne.
See this week’s issue of B&T (October 6) for more on this story.
