The winners of the Mobile Marketing Awards were announced in Sydney last night with, the Grinspoon triple redemption m-ticket promotion taking out both the Best Promotional and Marketing campaign as well as Best of Show.
MMA chairman of judges Oscar Trimboli said the entries to this year’s awards illustrated the increased maturity of the mobile channel as a marketing medium.
“The volume and quality of entries this year are significantly higher than previous years and the range of applications mobile marketers are using have broadened. It is especially encouraging at looking at mobility beyond SMS and it is clear that campaigns have broadened from youth and SMS, to a wide range of segments,” he said.
“These campaigns have become much more integrated into the traditional marketing mix. As a result, this year’s entries have done a better job of outlining the return on investment for each brand.”
The other MMA winners were: Ninemsn for its Level 9 CRM program for Best Use of mobile in CRM; UIP’s War of the Worlds Hypertag campaign for Best use of emerging mobile technology; the Most Effective Business Application was 5th Finger’s Air-Cast Self Serve; Australia Unites—Reach out to Asia Appeal won for Best Application of Mobile Payment and Most Creative Mobile Solution went to Legion Interactive and Endemol Southern Star’s Hammer Down mobile auction.
The One to Watch award was won jointly by Telstra i-Mode’s Bridget Riley audio tour and MiTaste’s mobile wine sommelier trial.
There was no winner in the Best use of Interactive media with mobile category this year.
See today’s issue of B&T for details and case studies for the winners.
