Unless you’ve been hiding under a rock, you’d know that we’ve been giving you comprehensive breakdowns on what the new B&T Awards categories are all about, and today is no exception.
The people spoke and we listened, and that left us creating five new awards for you to win – four in the Agency of the Year sector, and one in the other specific categories.
This week we’ve explained:
- Research Agency of the Year
- Production Agency of the Year
- Branding & Design Agency of the Year
- Direct Response/Performance Agency of the Year
And today, we’re looking at the award for Best Use of Mobile.
This category highlights examples of marketing that leverages the wealth of opportunities offered through the humble mobile phone to effectively showcase a brand or its attributes or to drive an effective response.
With the advent of a mobile-first or mobile-only world, this award recognises campaigns that have mobile technology at their heart.
Judging will be based on the idea behind the campaign (30 per cent), the experience delivered through the campaign that could only be achieved by harnessing a mobile phone’s many attributes such as geo-location, accelerometer, GPS etc. (30 per cent), the timeliness of the execution (20 per cent), and demonstrable proof of effectiveness (20 per cent).
The submission should be no more than 1000 words.
You are eligible for the Best Use of Mobile category if you:
- Have created an advertising campaigns where users engage with a brand via mobile devices, whether through mobile banners, social media, in-app ads, SMS/MMS, or games.
- Have worked on a campaign that incorporates video, audio, animations, motion graphics, etc. that is created specifically for mobile devices that serves to promote a brand, product, or message.
- Created an ad that includes mobile web banners and posters, SMS or MMS advertising, in-app advertising (in-game, in-video), full-screen interstitials, audio advertisements.
- Can demonstrate an example of fully integrated cross channel advertising incorporating mobile i.e. from sophisticated in-app advertising, branded content and integration with social media.
And while any agency can enter this award, there’s a few mobile-specialised agencies that should be first in line to enter these awards.
Here’s looking at you: FrontFoot Nurun; Mnet; Dark Blue Sea; OBMedia; DT Millipede.
Grill’d has launched a new tactical campaign ahead of the upcoming US elections, with the aim of comparing big American fast food giants with Grill’d’s home-grown, healthier approach to burgers. The tongue-in-cheek campaign depicts Donald Trump’s addiction to fast food options, such as McDonald’s, KFC, Burger King and Dominos, with the words ‘You are what […]
In this guest post, Dr Phillip Lawrence of Edith Cowan University debunks the myths of the environmental impact of printing… The environmental credentials of printing have been in the spotlight for a while with brands and marketers as well as large corporates regularly proposing they would reduce or eliminate paper and printing from their business as […]
The WPP-owned agency Mindshare has revealed it has won the media business for both Kayo and Binge. Both Kayo and Binge form part of Foxtel’s Steamotion’s streaming services and have seen significant boosts to the subscription numbers in recent times, primarily during lockdown. Commenting on the win, Mindshare CEO Katie Rigg-Smith said the win would […]
Realworld, an Australian location-based technology company, today launched adfindr.co, a leads platform for media owners. Adfindr finds the contact details of hundreds of local businesses around any location. Adfindr offers all media owners a database of local advertising leads. Simply type in a location and extract advertising leads in that area. David Sanderson, Director at […]
The new Online Will from State Trustees has launched with an unexpected campaign via newly appointed creative agency Hardhat, one that aims to turn in between moments into opportunities for action. Having a baby, moving house or exploring some thrilling new hobbies – this colourful, tongue-in-cheek campaign leverages the types of life stages that trigger […]
Worksafe and FCB New Zealand have launched a wild new campaign, challenging New Zealanders to take a fresh look at workplace safety. The launch TVC, hitting screens big and small this week, asks workers to be more vigilant and proactive, by listening to their inner-meerkats. In the last five years, WorkSafe has recorded 363 workplace […]
Immersive media company Imagine Room has signed an exclusive agreement with Microsoft to build and operate Australia’s first Mixed Reality Capture Studio to drive the next generation of content production. The state-of-the-art studio uses 106 cameras to create holographic and 3D-video performance assets and create immersive and interactive experiences for virtual reality (VR), augmented reality […]