The winners in all 11 categories of the 14th Effective Mobile Marketing Awards were revealed at an Online Awards Ceremony this afternoon. Brands and organisations honoured for their work included Unilever, B&Q, Vodafone Turkey, Fitness AI, Spur and PlugSports. Agencies and tech firms collecting awards for their work included Replug, Yodel Mobile, Moloco, Adjust, Zappar and Moburst.

The Grand Prix Award went to Fitness AI and Replug for an innovative and all-embracing user acquisition campaign. This campaign also took the individual category award for the Most Effective App Install Campaign.

Yodel Mobile picked up two awards for its work with DIY and household retailer, B&Q, for the Most Effective App Store Optimisation Campaign and the Most Effective Use of Data.

For more on the winning entries, head to the Awards Site. Congratulations to all our winners. The full list is below:

Grand Prix
Fitness AI and Replug – Scaling User Acquisition with a Holistic Approach

Most Effective App Advertising Platform
Moloco – Moloco Cloud DSP

Most Effective App Analytics Platform
Adjust – Adjust Suite

Most Effective App Install Campaign
Fitness AI and Replug – Scaling User Acquisition with a Holistic Approach

Most Effective Augmented Reality/Virtual Reality Campaign
Countdown and Zappar – Countdown Bricks Farm

Most Effective App Store Optimisation Campaign
B&Q and Yodel Mobile – Leveraging Unconventional ASO Techniques to Drive B&Q Business Success

Most Effective Location Campaign
Vodafone Turkey and Carat – Geotargeting Tailored for Sales Channel Convenience

Most Effective Small Budget Campaign
Hailr – Spur Spiderman: Across The Spiderverse Campaign

Most Effective Use of Data
B&Q and Yodel Mobile – A Data-driven Approach to Driving B&Q Incremental Revenue

Most Effective User Acquisition Platform
Redbox Mobile – Astra by Redbox Mobile: A Revolution in Apple Search Ads UA

Most Effective Influencer Marketing Campaign
PlugSports and Moburst – An Influencer Marketing Slam Dunk!

Most Effective Mobile Advertising Campaign
Unilever, InMobi and PhD – Closeup Voice

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Social media giant Snap has extended its long-term partnership with Channel 4, creating a new series with a built-in Augmented Reality (AR) component.

As part of the extended partnership, the pair will collaborate on new ‘Snap-first’ content, which includes providing select content from Channel 4’s Paris 2024 Paralympic Games coverage.

Short-form clips of Channel 4’s most popular programmes will continue to be made available via Snapchat, including First Dates, Married At First Sight UK, Hollyoaks, Celebs Go Dating, Made In Chelsea, SAS: Who Dares Wins, Tattoo Fixers, Mashed, Celebrity Cooking School, The Big Celebrity Detox, and Absolutely Dyer.

“Having collaborated with Channel 4 over the past five years, our renewed and expanded partnership is a key part of our strategy to bring diverse and relevant content from world-class media brands to our UK community,” Snap Head of UK Partnerships Lucy Lake said.

“With the exciting year ahead in sports, the opportunity to bring the Paralympics content to millions of Snapchatters is very exciting, building on our sports offering platform-wide.

“We’re excited to continue to deepen our relationship with Channel 4, working to deliver exciting new formats and continue to innovate together.”

The new partnership with Snap supports the delivery of Channel 4’s Future4 strategy to prioritise digital growth over linear ratings, diversify new revenue streams and focus on partnerships.

Channel 4 Senior Distribution and Partnerships Lead of Commercial Innovation, Joe Harbinson added: “This partnership furthers our bid to serve young audiences and typifies the approach we are taking to reach viewers, wherever they are.

“Not only will we continue to innovate in how we adapt formats of our existing programming on new platforms, but we will also innovate by creating bespoke content to maximise the benefits of every platform for viewers and advertisers.”

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It includes nine Mobile & App Masterclasses, starting in Barcelona on 27 Feb, with other events taking place in London, New York, Amsterdam and Berlin. Each event runs for half a day and gives mobile & app marketers the opportunity to discuss the market and their current challenges with their peers and expert agencies and tech companies.

New for 2024 are Mobile & App Leaders’ Dinners, with the first one taking place in London on 30 Jan.

Recent attendees at Future of Mobile Festival events include Asos, Depop, Monzo, Just Eat, Vodafone, Gymshark, Sainsbury’s, Ralph Lauren, Vinted, Zalando, Babbel, Delivery Hero, HSBC, John Lewis, Travelopia, Expedia, Skyscanner, BT Group, Pepsi Co, Microsoft, Uber, American Express and more!

There’s more information here.

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The Bicester Collection

Designed to represent each of the Villages’ exquisite physical environments, the new virtual experience brings together Bicester Village (UK), La Roca Village (Spain), La Vallée Village (France) and Fidenza Village (Italy), maintaining the Villages’ visual integrity and real-life shopping experience. Guests around the world can wander and navigate freely around each virtual Village, discovering the Collection and its commitment to extraordinary experiences through its experiential offers, hospitality and services and portfolio of luxury retailers.

A feature of each of the real-life Villages is The Apartment, a dedicated private space that welcomes the Village’s private clients during their visits. While the physical Apartments are invitation-only, this experience invites all guests to explore the luxurious Apartments virtually.

In addition to discovering the private spaces, guests can also access the Collection’s signature hospitality offering by pre-booking physical, in-Village services like Hands-free Shopping, joining its membership programme, and booking live, virtual personal shopping appointments. Outside The Apartment, in the virtual Village itself, The Bicester Collection leverages the intrigue and enticement of real-life window shopping, inviting users to discover a selection of virtual boutiques, with each click on a display window bringing up a curated list of the Village’s luxury brand offering in different categories. These experiential virtual offerings allow The Bicester Collection to tailor the shopping experience to each guest’s needs before, during and after their visit to one of the physical Villages.

Highlighting the global reach of The Bicester Collection, a map introduces guests to the locations of the Villages around the world, allowing users to move seamlessly from one Village to another. Guests who explore all four Virtual Villages will receive a gift voucher, redeemable at all Villages throughout Europe and China.

“The Bicester Collection’s new virtual experience extends our reach to international audiences, beyond our Villages’ physical locations, while emphasising our dedication to an unparalleled physical shopping experience,” said Sylvie Freund-Pickavance, Global Strategy and Business Development Director at The Bicester Collection. “We continue to offer seamless hospitality and exquisite environments for our guests to discover as they begin their journey virtually before enjoying the physical Village experience. While each Village presents a uniquely curated local brand mix, our guests can expect a consistent emphasis on impeccable hospitality across our Villages, including membership and personal shopping, making The Bicester Collection an ideal destination for frequent travellers.”

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Packed with user interactivity and product discovery, the experience’s layout allows for easy exploration of gift finding, with products being conveniently distributed by budget, with five distinct product areas: Advent Calendar, Holidays Limited Edition Collection, Gift Sets, Fragrances, and Santa’s Wish List.

The experience teaches guests about the art of gift wrapping. Scattered around the space, they will find gift wrapping elements. As they locate each item, they are presented with different personalization options (i.e. tissue paper, box patterns, etc.). Upon completion of the mini-game, an animation shows the guest their customized box, rewarding them with a special L’Occitane Christmas reward.

The holiday collection designs have been created in partnership with Steven Wilson, a UK-based artist whose illustrations are meant to reflect joy, with retro yet contemporary design. Wilson has previously worked with brands including Nike, The Oscars, Virgin and MTV.

Stepping outdoors, each guest is greeted by a magical Christmas experience, with an Olive tree that guests can light up themselves. The Provencal Christmas tree, a millenary tree symbolizing joy, strength and togetherness, is also the spot where guests can create their own personalized postcard, containing their curated product wish list, to send to their loved ones.

“We’re incredibly proud of this virtual experience that immerses our customers in the enchanting holiday spirit,” said L’Occitane Middle East Marketing Director, Mariana Rodrigues. “It’s a dream journey, like being in a chalet, where they can explore the true origins of L’Occitane as a brand. The olive tree is symbolic and traditional for Provence, so our vision was to bring back those traditions to our customers. The holiday season is pure magic, and we want our customers to experience the enchantment of L’Occitane and Provence.”

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McDonald’s UK

Available exclusively on the McDonald’s app and running from 1- 30 November, Festive Wins provides customers with the opportunity to get their hands on offers and prizes each day, from 99p Big Macs through to 20 per cent off with a minimum spend of £15.

To get involved people just need to download the McDonald’s app, and tap on Festive Wins to reveal the offer available. Food offers are available to win during the week and are put directly into the ‘Offers and Rewards’ section of the app. They expire at midnight on the day they are awarded. Festive merchandise prizes are available only at the weekend and are instantly awarded when playing.

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Laser Digital Holdings

The Nomura-Laser Digital experience takes place in a Japanese botanical garden, symbolizing the bank’s cultural heritage and sustainability values. Through 20 quests, visitors can meet avatars of senior Nomura and Laser Digital management and complete tasks such as cultivating their own bonsai tree. QR codes displayed throughout the garden allow visitors to learn more about Nomura, Laser Digital and their strategic investments and innovations in digital assets.

The Sandbox, a virtual world represented by NFTs on the Ethereum blockchain and the Polygon blockchain, was founded in 2011. Since then, over 4.7m accounts have been created.

“Since our launch last year as Nomura’s digital asset subsidiary, we have been keen to explore the potential of the metaverse,” said Jez Mohideen, CEO of Laser Digital. “We are excited to experience the new interactions this project enables and we look forward to continued partnership with the Digital Company to further Nomura’s progress into the digital asset sector.”

The Nomura & Laser Digital Botanical Garden was developed by Metaverse Studio Paris. You can see a teaser of the experience here.

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Threedium

The funds will drive the company’s progression of spatial computing and 3D content production on the web. They will also be used to deepen R&D into AI to further enhance the efficiency of 3D models and extend the company’s growth by bringing immersive storytelling to more global brands.

Threedium’s proprietary 3D and AR engine, Unlimited3D enables any B2C brand or LVMH retailer to display their goods as hyper-realistic 3D assets, allowing customers to interact with the product, zoom in or out, see it from any angle, try it on, change the colour, size or material before committing to purchase, all from the browser, with no need to download an app.

“The world of static 2D eCommerce is becoming archaic,” said Mike Charalambous, Co-founder and CEO of Threedium. “User behavior is evolving and brands striving for distinction recognize the need to meet consumer demands for enriched, customizable experiences on the spatial web. This new round of investment reinforces the trust investors place in our mission to revolutionize digital landscapes, equipping businesses with engaging and immersive capabilities.”

Through its own engine or APIs, Threedium allows for full autonomy and creativity in crafting, customizing, and scaling thousands of bespoke 3D assets and turnkey 3D solutions seamlessly across web, mobile, and digital media channels. It has also  developed a proprietary file format, .TUF, to block AI and web theft of 3D files, rather than other open-source platforms that put IPs at risk.

Brands using Threedium’s tech include Louis Vuitton, Rimowa, Fendi, Bulgari, Dior, Loewe, Girard Perregaux, Tommy Hilfiger, Samsung, Diageo, and NuOrder Lightspeed.

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Insead XR offers a scalable, cost-effective, and user-friendly XR-based solution that elevates the impact of learning by making it more engaging and memorable. The portal offers access to 20 VR experiences covering a wide range of management topics.  

More than 40 faculty members at Insead have begun using Insead XR in their teaching or research; or are actively involved in the development of VR experiences. Insead XR has onboarded three academic institutions to start using VR experiences in their teaching, with ongoing plans for additional institutions to join. 

“Insead has always been at the forefront of innovation in management education, “ said Professor Francisco Veloso, Dean of Insead. “The Insead XR once again pioneers a new path to innovation and growth. As The Business School for the World, we are proud to see that Insead XR is leading the field of learning and research, making management education more impactful – not only at Insead, but also around the world.” 

Insead XR was developed for academic or corporate partners, spearheaded by Ithai Stern, Professor of Strategy at Insead and Academic Director of the VR Immersive Learning Initiative. Sterns contributions to teaching innovation have earned him the 2023 Strategic Management Society (SMS) Educational Impact Award, presented during the recent SMS Annual Conference in Toronto. 

The prestigious award acknowledges individuals who have made outstanding contributions to the quality and innovation of strategic management teaching. Stern was recognised as a “champion for VR immersive learning” due to his efforts in assembling a global consortium of business school professors dedicated to creating and integrating VR content into management education. 

He said: “Our XR library goes beyond showcasing digital cases. It is a turnkey solution for academic and corporate partners, offering them ready, easy-to-implement suite of immersive learning tools or customised solutions to achieve the desired learning objectives.”   

Thanks to the support of the Abu Dhabi Department of Education and Knowledge (ADEK) and a strategic partnership with Avris, Insead XR is being used for management education and experimental academic research.  

In June this year, the Insead Immersive Learning Initiative hosted the 1st Annual Meeting of the Global XR Community at the Insead Middle East Campus in Abu Dhabi, bringing together global scholars using and developing VR for teaching and research. The second edition is scheduled for April 2024 at the Insead San Francisco Hub for Business Innovation.  

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Most Effective App Advertising Platform
Applovin – AppLovins CTV for AppDiscovery
Bidease: Transparent Mobile DSAP – Using Predictive Algorithms and ML to Grow Daily Installs X10: Bidease DSP & Messenger Home/Email Home
Gamelight – Leveraging Data to Fuel AI Algorithms
Mistplay – Mistplay Enhances its Loyalty Platform to Drive +23% Install Volume, +37% D7 Retention, and +31% D7 ROAS for Mobile Gaming Advertisers
Moloco – Moloco Cloud DSP

Most Effective App Analytics Platform
Adjust – Adjust Suite
Swaarm – Explorer

Most Effective App Install Campaign
B&Q and Yodel Mobile – Driving App Store Visibility and Incremental Revenue for B&Q with Agile App Install Campaign
Driving Test Success and ConsultMyApp – Maximizing Budget Potential for Driving Test Success
Fitness AI and Replug – Scaling User Acquisition with a Holistic Approach
Home Fitness for Weight Loss and AdQuantum – x40 subscriptions in 6 months with SKAN and web-to-app campaigns
Marvel and Petrol Advertising – Marvel SNAP Launch
Vodafone Turkey and VMLY&R – Her ?ey Yan?mda Drop The Link!

Most Effective Augmented Reality/Virtual Reality Campaign
Countdown and Zappar – Countdown Bricks Farm
Unilever Lynx/Axe A.I. and Zappar – Lynx/Axe A.I. Launch Campaign
Vodafone Turkey and VMLY&R – Metaverse Shop
Vodafone Turkey and VMLY&R – Childrens Day with 5G

Most Effective App Store Optimisation Campaign
Angkas and M&C Saatchi Performance – Improving Google Play Store ranking for Angkas
B&Q and Yodel Mobile – Leveraging Unconventional ASO Techniques to Drive B&Q Business Success
Busuu and ConsultMyApp – App Visibility Unleashed: A Novel ASO Campaign for Busuu
Co-op and Apadmi – Driving Member Acquisition Through ASO
Product Madness and The71 – Optimising ASO at Product Madness
Upside and Moburst – The Cash-back Chronicles!

Most Effective Influencer Marketing Campaign
PlugSports and Moburst – An Influencer Marketing Slam Dunk!
Vodafone Turkey and VMLY&R – #RidiculouslyGreat Gaming w/ Enis Kirazoglu
Vodafone Turkey and VMLY&R – Your Money is Valuable at Vodafone

Most Effective Location Campaign
Jet2, Mobsta and Wavemaker Manchester – Jet2 Airport Proximity
Simpli.fi – HVAC Distributor Reaches Niche Audience With Location-based Targeting From Simpli.fi
Vodafone Turkey and Carat – Geotargeting Tailored for Sales Channel Convenience

Most Effective Mobile Advertising Campaign
EE, Essence & Picnic – EE Full Fibre Broadband
Kumu and AVOW – First UA Campaign Activation on Mobile OEMs and Alternative App Stores in the Philippines for Kumu
Marvel and Petrol Advertising – Marvel SNAP Launch
Unilever, InMobi and PhD – Closeup Voice Activated Campaign
Visa, Ogury and Starcom – How Ogury’s Cookieless Technology Helped VISA Engage Users During the 2022 FIFA World Cup
Vodafone Turkey and Carat – ASMR Unboxing

Most Effective Small Budget Campaign
Driving Test Success and ConsultMyApp – Maximizing Budget Potential for Driving Test Success
Good Earth Tea Co., Mobsta and Mediacom North – Good Earth, Good Energy
Hailr – Spur Spiderman: Across The Spiderverse Campaign
JoyGlitch and AppAgent – Tripling Monthly Installs for Wordling with User Acquisition and ASO
Vodafone Turkey – 25th November, I Exist
Vodafone Turkey and Carat – ASMR Unboxing

Most Effective Use of Data
B&Q and Yodel Mobile – A Data-driven Approach to Driving B&Q Incremental Revenue
Gamelight – Leveraging Data to Fuel AI Algorithms
Good Earth Tea Co., Mobsta and Mediacom North – Good Earth, Good Energy
Samsung and Vodafone Turkey – Vodafone & Samsung Data Usage in Programmatic Out of Home
Simpli.fi – Saint Lucia Tourism Authority Increases Web Traffic With Mediagistic and Simpli.fi
Vodafone Turkey and VMLY&R – November 25 – Every 11 Minutes

Most Effective User Acquisition Platform
Bidease: Transparent Mobile DSAP – Using Predictive Algorithms and ML to Grow Daily Installs X10: Bidease DSP & Messenger Home/Email Home
Gamelight – Leveraging Data to Fuel AI Algorithms
Mistplay – Mistplay Enhances its Loyalty Platform to Drive +23% Install Volume, +37% D7 Retention, and +31% D7 ROAS for Mobile Gaming Advertisers
Redbox Mobile – Astra by Redbox Mobile: A Revolution in Apple Search Ads UA
Upstream – Grow 

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