Working with UK China manufacturers Duchess China and agencies Carat and Elvis, Cadbury will be selling limited-edition Golden Goobilee commemorative plates on Depop to celebrate Creme Egg’s 50^th anniversary. All plates, which will be sequentially priced from £1 up to £50, will go on sale from 26 March, with all proceeds being donated to The Trussell Trust.

To back the launch, Cadbury has partnered with Carat, LadBible, and Twitter to leverage takeovers, videos, and editorial coverage across LadBible and a heart to remind feature on Twitter. Meanwhile, working with Elvis, the chocolate giant has created a social ad where plates are literally ‘dropped’. Cadbury is also lining up influencer activity.

The 50^th birthday celebrations began for Creme Egg back in January and has seen the brand release a 60-second film celebrating 50 years of ‘EATertainment’, an activation starring Gary Barlow, and a Creme Egg-inspired beer with Goose Island Brewery.

“Cadbury Creme Egg has been loved by the nation for five delicious decades, so we’re excited to launch our limited edition china plates, available to purchase now, for our fans to commemorate the momentous occasion in our final installment of EATertainment this season,” said Imogen Davis, Brand Executive at Cadbury owner Mondel?z.

The post Cadbury launches Creme Egg 50th anniversary commemorative plate campaign appeared first on Mobile Marketing Magazine.

The campaign – devised by Posterscope, in collaboration with Carat UK – features both traditional and digital out-of-home frames ringfenced by geotargeted social and mobile display ads to encourage people to download the app and register for the service, which can be done using an NHS login.

“At a time when it’s never been more important to look after ourselves, the Co-op Health website and app empowers people to manage their own health securely and conveniently,” said Rachel Rowe, eCommerce Growth Lead at Co-op Health. “By being able to use their NHS login even more people can now easily take charge of their repeat prescriptions in real time and get delivery direct to home.  Out of home has demonstrated its effectiveness across other parts of our business so we were keen to factor it into this campaign.”

The campaign runs from this week until 20 September as part of a wider campaign featuring radio and print ads.

The post Co-op launches NHS repeat prescription service with targeted OOH campaign appeared first on Mobile Marketing Magazine.

When most people mention OTT, they are referring to the likes of Netflix, Amazon Prime, and Hulu. However, there are video streaming services constantly popping up from a variety of sources – whether those be new platforms or from traditional broadcasters. And consumers are quick to embrace many of these services, knowing the platforms can provide the content they want when they want to watch it.

“One-third of UK consumers watch zero live television. Not one minute a day… Those eyeballs have moved and they’re never coming back. We all talk about cord-cutters, the term that we need to get used to is ‘cord burners’ – these people have burned the cord and they’re never turning back,” said Dallas Lawrence, chief communications & brand officer at OpenX, speaking at Advertising Week Europe. “50 per cent say their life is better today now that they don’t have a cable or satellite package. These are not people that are going to go back to old ways of thinking. They have walked away from that programming and they are walking into OTT.”

Coughing up the cash
With the continued consumer shift toward more-or-less entirely on-demand content, advertisers are slowly beginning to show a true desire to spend on ad-funded platforms.

It’s expected that $129.3bn will be invested into OTT services by 2023. Of this, $46.6bn – or 36 per cent – is set to be spent on ad-funded video-on-demand (AVOD) services by advertisers.

“If we’re standing back and looking at the macro picture, it starts to get very specific quite quickly depending on the territory,” said Dave Castell, general manager EMEA – inventory and partnerships at The Trade Desk. “When we think of OTT, we think more of CTV but we’re into acronym bingo quite quickly. One person’s CTV is another person’s HbbTV in Germany, IPTV in France. Overall, what’s interesting for us is that we see increasing demand from clients in accessing premium inventory.”

Haven’t we been here before?
As with anything experiencing rapid growth, there are several challenges facing the industry that need to be addressed sooner rather than later to get the most out of what OTT can deliver for advertisers.

One of the big problems affecting OTT – an issue which affects just about everything on the internet – is the issue of data. Many people choose to share their video streaming accounts with others, so a targeted ad may be seen by someone it’s not relevant to or, in the case of adult-focused brands, may be worringly served to a child.

“From a data standpoint, we’re seeing that a third of users are sharing passwords. So, the logged in walled garden environment of a Netflix has a lot of cracks in it when you start thinking about targeting,” said Lawrence. “If you’re only using that logged in password to send an ad, you need to start thinking about the whole mosaic of the user who’s behind that screen – using their device ID in a privacy compliant way, using the geography they’re in, or other data they have to put together this complex picture of who that OTT user actually is behind the screen, not just the password they’re using or the screen they’re watching on.”

Showing off your creative side
Another question that arises when it comes to OTT is “how do you plan when TV is so much more than just the box that you have in your living room,” according to Aurelia Noel, global digital partner at Carat.

“OTT is more linked to the rules which we had in social, which means, while we have a lot of data, creativity is still key into bringing penetration,” she said. “It is through shorter formats and more relevant ads, and we need to completely rethink the way we create… Creativity is a real challenge. I think, to me, it’s even more of a challenge than data.”

Creativity, as mentioned by Noel, is something that the industry has struggled with not just on OTT but across digital advertising. As such, it’s a challenge that the industry is more than familiar with and one it has had to overcome across multiple formats and screens already.

But this challenge may be different to the ones of the past with shortening attention spans and the need for shorter ads to address this.

“The creativity is definitely the key challenge… Now everybody is trying to get six or seven-second ads. You can’t tell a story in six seconds, that’s impossible,” said Olivier Jollet, EMEA managing director at Viacom-owned Pluto TV. “I think there is a huge switch that has be done from marketers and advertisers to say ‘okay, what can I achieve? Or, what do I want to achieve with six or seven-second ads?’. It’s not the same as running your 30-second TV spot, you won’t have the same impact.”

At present, however, “OTT commercials suck,” according to Lawrence. But, at the same time, recall is higher – and people are more likely to take action – on OTT ads than linear TV ads.

“Success for OTT or CTV, for us, is opening up that ecosystem,” said Castell. “It’s being respectful of the industries that are already there, but it’s also allowing the pipes to get connected technically. It’s the commercial education and openness that we all need to have around getting the message across that we may need to consider buying in different ways.”

The post “OTT commercials suck” appeared first on Mobile Marketing Magazine.

American Airlines, Mobsta and Mediacom – Brand Campaign
American Airlines is a strong global brand, but in the UK, it struggles against the likes of British Airways and Virgin, with less than 5 per cent share of the UK long-haul market. It was looking to secure more Business Class customers from the UK.

By cross-referencing American Airlines traveller data with the members of the British-American Business Council (which has over 2,000-member companies), Mediacom had established that Business Class travellers who travel regularly to the USA are heavily concentrated in 2 London locations: Canary Wharf and The City, so the entire media solution was focused in these areas.

The campaign targeted travellers in London’s iconic Black Cabs. American Airlines ‘wrapped’ 85 taxis (along with tip-on seats and receipts) that were predominantly based around Canary Wharf and The City. In a media first, these moving vehicles were also geofenced. Exposed devices were identified by connecting to the taxi API platform, enabling the taxi GPS to be geofenced and capturing device IDs within this moving geofence. These devices were then retargeted with a unique kind of location-informed sequential messaging via the user’s mobile devices, ensuring that the messaging on the taxi media was reinforced to the target audience, via their smartphone.

People exposed to both taxis and mobile advertising saw a significant shift in purchase intent of 8.8 percentage points; an 8.6 percentage point shift in brand familiarity; and a positive shift in unaided brand awareness of 1.6 percentage points. The wider campaign saw an overall increase of 9.8 percentage points in purchase intent, driven predominantly by taxi and mobile activity.

BBC News and Urban Airship – Royal Wedding Weekend BBC News Rich Notifications
Around 24m people in the UK watched the wedding of Prince Harry to Meghan Markle on 19 May. The BBC covered the event on broadcast television as well as online and on mobile through its news app, which uses notifications powered by Urban Airship. But the BBC and Urban Airship realised that not all of the app’s users would want push notifications about the event, so an initial alert was sent inviting users to opt in to receiving extra news on the wedding. Each subsequent notification to those who opted in included an ‘Unfollow’ button, making it easy to unsubscribe from the wedding notifications.

2 per cent of the BBC News app audience responded to the interactive notification campaign which is 4 times higher than the media industry’s average engagement rate of 0.5 per cent. 300,000 of those who interacted with the notification chose to receive the extra notifications.

An analysis of BBC News’s notifications sent to this targeted segment compared to broadcast (untargeted) Royal Wedding notifications from five similar UK news organisations showed that BBC News’s strategy achieved a direct open rate across the campaign of 13 per cent, which was more than 4 times higher than the other news outlets’ notifications average engagement rate. The best performing notification for BBC News achieved a 30 per cent direct open rate which is extremely high for apps from any industry, especially media. The campaign also had an extremely strong retention rate, with only 12 per cent of users choosing to unfollow the extra notifications throughout the day of the wedding.

Marmite and AnalogFolk – Marmite TasteFace
Previously, Marmite had used its digital channels to drive cultural relevance and provide product information, but with its TasteFace campaign, the brand was looking to find a way to leverage these channels, and mobile in particular, to increase the amount of people actually trying Marmite. The TasteFace campaign focused on asking consumers to test whether they had “the Marmite Gene”, and working with AnalogFolk, the team created a responsive web app that used facial recognition to analyse user reactions to Marmite when they tasted it.

The web app was built using the Microsoft Emotion API, which can recognise facial expressions across eight key emotions. Using the web app, consumers could request a free sample and then take the TasteFace test, analysing their reaction to provide them with a score, as well as GIF of their unique reaction that could be shared on social media.

So far, Marmite has distributed over 150,000 samples as part of the campaign, with 550,000 people visiting the TasteFace microsite, spending an average of 3.75 minutes exploring the content there. During the campaign, Marmite sales in Tescos increased by a massive 60 per cent, and the campaign also provided the brand with extensive information on consumers, particularly geographic location and taste preferences, all of which can be used in subsequent campaigns.

Mubaloo and Initiative UK – The World’s First Alexa-powered, Interactive Ad Unit
Mubaloos colleagues at Initiative discovered that there were two critical barriers in the purchase journey for Amazon Echo devices: education and understanding. Using Initiatives proprietary cultural insights tool, Recode, they identified that many ‘Early Mass’ customer believe that voice assistants, “sound more trouble than they’re worth”. Through further qualitative and shopper research, they found that a customer’s first engagement with Alexa and the Echo was pivotal in their decision-making process.

They needed to find a way for people to try Alexa before buying an Echo device. To do so, they baked Alexa into an ad unit, writing the code and designing the best UX for our customers’ first interaction with Alexa.

The campaign was delivered through bespoke display ad units delivered through programmatic partners, and native advertising placements through partnerships with OATH and TAN ad networks.

The results were shared with the judges in confidence but were very impressive.

Oreo, Blis and Carat – Oreo: Cookie Quest
Following the release of several new Oreo flavours and products in 2017, the brand was looking for a campaign that would turn consumers’ attention back toward the core Vanilla Oreo product. With families and children forming a key audience for the product, Oreo took inspiration from location-based apps such as Pokémon Go and created a game called ‘Cookie Quest’ that was available as both a standalone app and a rich media creative.

The first step in the campaign was to profile relevant audiences, with location tracking used to identify families at key locations such as commuter stations, family holiday destinations and toy stores. Rich media advertising was then delivered to profiled audiences when they were at home, close to stores stocking Oreo core products, or in proximity of an Oreo out-of-home site at Tottenham Court Road station, with creative changing depending on location.

The campaign delivered fantastic results against its objective of increasing sales of the core Oreo product, with 5.9 per cent footfall uplift to stores and out-of-home locations, and multipack sales of Oreo’s core product up almost 20 per cent during the campaign. Oreo felt that the campaign helped the brand reconnect with consumers by focusing back on the core product and the firm’s family audience, as well as demonstrating the power of playful creative to deliver true ROI.

The Body Shop and Urban Airship – Forever Against Animal Testing Mobile Wallet Pass
As part of its Forever Against Animal Testing campaign, The Body Shop worked alongside Urban Airship to develop and launch a bespoke mobile wallet pass. The campaign aims to end animal testing on cosmetics worldwide through a petition which will be presented to the UN after receiving 8m signatures, and the mobile pass, with its high visibility on users’ devices, strong retention rate and ability to distribute ongoing content, was used to drive awareness and collect signatures.

When signing the petition online, users were offered the ability to download the pass to their iOS smartphone, and thanks to the sharing capabilities built into the solution, could then promote the campaign easily to their friends, encouraging further signatures. The pass also enabled The Body Shop to keep users up to date on the latest developments and signature counts through updates to the pass, as well as push notifications.

“Mobile wallet passes offer us the perfect vehicle to spread the work and grow support for our efforts to end cosmetic animal testing globally once and for all,” said Harriet Williams, chief digital officer at The Body Shop. “The ease of creating, distribution and updating mobile wallet passes, combined with the high rate of social sharing, will help finish what The Body Shop started when we began campaigning against animal testing in the 1980s.”

Since launching the mobile wallet pass, The Body Shop has seen thousands of installs, more than 75 per cent of which came through organic sharing, rather than being distributed through the brand’s channels. In addition, only 1.12 per cent of shares were to 16 or more devices, showing that people, not aggregators, were driving this peer-to-peer behaviour. More than one year into the campaign, fewer than 10 per cent of passes have been uninstalled, and the Forever Against Animal Testing campaign has collected over 7m signatures to date.

Join us to find out the winners of our 2018 Effective Mobile Marketing Awards at our prestigious Awards Ceremony on 15 November. Tickets are available now, so book your place and celebrate the industrys best and brightest with us.

The post 2018 Awards Preview – Most Innovative Campaign appeared first on Mobile Marketing Magazine.

Argos and Apadmi – My Argos Card App
The Argos Card is a retail program used exclusively by Argos customers to help manage their purchases. As part of a company-wide digital transformation project, Argos Financial Services partnered with Apadmi to create a bespoke mobile app solution for customers, aimed at improving their experience, boosting engagement, increasing loyalty and improving operational efficiency.

The team focused on creating native apps for both iOS and Android to ensure that customers were able to take advantage of all the native benefits offered by mobile, with huge attention paid to UX and UI to make the app more engaging. Smooth integration into existing back-office infrastructure was also vital, with a bespoke piece of middleware built to sit between the application layer and Argos Financial Services’ business-critical, legacy IT systems.

The app was a huge success, with over 750,000 active monthly users, and 32 per cent of all payments for Argos Financial Services now made via the app. It has become the largest digital payment channel for Argos Financial Services, and helped to reduce fraudulent activity by 72 per cent compared to non-digital channels. It has also formed a central part of the firm’s digital transformation, demonstrating business success across a multitude of areas in a quick space of time and in a scalable manner.

Curry’s PC World, GroundTruth and Blue449 – Currys PC World Prospecting and Retargeting campaign
As the UK’s largest electrical retailer, Curry’s PC World (CPCW) has digital innovative technology running through its core, and was keen to leverage what mobile location could do for its omnichannel marketing efforts, driving people into stores and delivering measurable return on ad spend. While 32 per cent of customers consider mobile the most important device for research, 70 per cent are still purchasing in-store, demonstrating that the linear customer journey has changed. This led CPCW to a campaign focused on producing verified results proving the effectiveness of online-to-offline marketing.

Media agency Blue449 worked with GroundTruth to build key audiences based on both current location and location history, as well as shopping behaviours and other data insights. Once audiences had been identified, compelling creative was produced that focused on driving incremental footfall, and the team worked to develop a tool that could more clearly measure the impact of digital activity on store visits.

The data led approach, coupled with the newly-built measurement tool, enabled CPCW to successfully boost footfall in stores and deliver a seamless online-to-offline experience. The mobile-location strategy alone drove 12.4 per cent incremental footfall to stores, and the new measurement tool was used across all digital activity, providing a much clearly picture of how the campaign was affecting in-store spending.

La Redoute and Criteo – Adaptive Revenue Optimisation
With consumers increasingly flocking online, La Redoute was looking for ways to improve the efficiency of its online advertising while keeping customers engaged with personalised messaging. The brand already used some features of Criteo’s Dynamic Retargeting service, enabling it to match up anonymous user profiles and serve targeted ads, but in order to improve both efficiency and revenues, it planned to use Criteo’s Adaptive Revenue Optimisation (ARO) tool, which would allow it to target the customers most likely to buy, at the best time.

Criteo’s ARO tool was able to tailor bidding across the campaign by responding to changes in the bidding ecosystem on a 24/7 programmatic basis. Supported by machine learning and combined with the scale of data available through Criteo’s network, this ensured that La Redoute could target the right user, at the right time, at the right price.

The granularity and agility of the technology at play proved extremely valuable for La Redoute in maintaining the benefits of unique individual product recommendations, while the automation of bid monitoring freed up the team to spend time elsewhere. Over a six-month period, the campaign surpassed La Redoute’s target for reducing cost per sale, and saw sales and revenues both increasing substantially.

Merck Animal Health and Creative Digital Agency – My Vet Offers
Merck Animal Health was looking for ways to boost sales and market share for Bravecto, a flea and tick medication for cats and dogs. In the animal health industry, thousands of small independent vet clinics serve as both retailer and brand advocate, making up the single biggest factor for boosting sales, but as each clinic has its own POS system, a scalable mobile coupon integration is all but impossible.

Merck’s solution was to create My Vet Offers, a mobile-first web app build specifically to drive engagement within vet clinics. The web app handled both sides of the mobile coupon experience: distribution for pet owners, and redemption and reimbursement for vets. It offered pet owners helpful automated reminders, and provided vet clinics with a frictionless redemption process, especially compared to time-consuming paper rebate methods.

The program overwhelmingly achieved its goals, with each participating clinic selling an additional 11 doses of Bravecto every day. As well as generating new revenues for Merck and the participating clinics, it also created an all-new end-user database for re-engagement that also prompts pet owners when it’s time for a new dose of Bravecto. The success of the campaign has led to mobile becoming a top priority for Merck Animal Health, which is investing new resources in the area and continues to scale and expand the My Vet Offers program.

Oreo, Blis and Carat – Oreo: Cookie Quest
Following the release of several new Oreo flavours and products in 2017, the brand was looking for a campaign that would turn consumers’ attention back toward the core Vanilla Oreo product. With families and children forming a key audience for the product, Oreo took inspiration from location-based apps such as Pokémon Go and created a game called ‘Cookie Quest’ that was available as both a standalone app and a rich media creative.

The first step in the campaign was to profile relevant audiences, with location tracking used to identify families at key locations such as commuter stations, family holiday destinations and toy stores. Rich media advertising was then delivered to profiled audiences when they were at home, close to stores stocking Oreo core products, or in proximity of an Oreo out-of-home site at Tottenham Court Road station, with creative changing depending on location.

The campaign delivered fantastic results against its objective of increasing sales of the core Oreo product, with 5.9 per cent footfall uplift to stores and out-of-home locations, and multipack sales of Oreo’s core product up almost 20 per cent during the campaign. Oreo felt that the campaign helped the brand reconnect with consumers by focusing back on the core product and the firm’s family audience, as well as demonstrating the power of playful creative to deliver true ROI.

Very.co.uk and Fetch – Winning the Christmas Retail Race on the Second Screen
Christmas is the most important time of the year for Very.co.uk, with a significant percentage of its annual sales coming in during the October-to-December period, which ramps up from Black Friday to the end of the year sales. Lacking the budget of Argos, Currys or John Lewis, Very decided that it’s smartest approach to TV advertising would be to win the race for the second screen: mobile.

During the Christmas 2017 period, Very.co.uk took several steps to ensure it would ‘win Christmas’ on the second screen. Mobile ads served on target customers’ favourite apps were synchronised with TV campaigns by Very and its competitors, with gamified rich media units used to engage customers. Spotify playlists with ‘party’ in the name were targeted with audio advertising, performance activity was used throughout November and December to convert sales, and geo-targeting and location-based strategies were used to target busy shoppers in Very’s target audiences.

The campaign was highly successful, smashing Very.co.uk’s target for year-on-year sales growth by almost three times. 73 per cent of seasonal online sales came via mobile, while second screening activity boosted brand awareness by 10 per cent. The integrated strategy managed to break through the noise of other retailers’ promotions and reached key target audiences in the moments that really mattered.

Join us to find out the winners of our 2018 Effective Mobile Marketing Awards at our prestigious Awards Ceremony on 15 November. Tickets are available now, so book your place and celebrate the industrys best and brightest with us.

The post 2018 Awards Preview – Most Effective Retail/FMCG Campaign or Solution appeared first on Mobile Marketing Magazine.

Sutherland moves from Fetch to head up Carat UK
Jo Sutherland is switching roles within Dentsu Aegis Network, moving from MD at mobile-first agency Fetch to become CEO of Carat UK. She replaces Rick Hirst, who is moving on to a new global role within Dentsu Aegis Network. In her new role, Sutherland will report to Matthew Platts who was recently promoted to CEO of Media Brands, Dentsu Aegis Network UK & Ireland.

She has been with Dentsu Aegis Network since 1999. In addition to her role at Fetch, she has also served as COO at media agency Vizeum. At Fetch, she doubled the agencys revenues over the two years of her tenure. She introduced new digital capabilities to the agencys offering, subsequently attracting significant mobile-centric business from UK advertisers, including The Telegraph Media Group ING Bank’s Yolt.

“Jo brings a dynamic mobile-first philosophy to the heart of the business,” said Stef Calcraft, executive chairman, Dentsu Aegis Network UK & Ireland. “She is a progressive leader with a collaborative style that inspires more innovative ideas and solutions for our clients, our people and our media partners. Jo has played a pivotal role in transforming Fetch into the thriving business that it is today and I look forward to her leading Carat through its next phase of growth. I’d like to take this opportunity to thank Rick for his dedication to Carat over the past two years. I am delighted that he remains within the group and wish him all the best in his exciting new role.”

Morgan takes up GM role at OpenMarket
Jonathan Morgan has been appointed to the role of general manager at mobile messaging firm, OpenMarket. OpenMarket, an Amdocs company, enables enterprises to reach mobile users across the world, sending over 2bn business-to-consumer mobile messages each month.

Morgan has almost 20 years’ experience in commercial, engineering and operational leadership roles at OpenMarket, and prior to that, worked at Proxama and Hypertag.

In his new role, he will be responsible for driving the company’s global strategy and helping enterprises transform their operations in order to improve customer experiences through SMS, based on the principle of what the company calls ‘empathetic interactions’ – delivering text messages at the right time and in the right place.

Morgan said: “In the customer age, it’s not enough to say a business is consumer-centric, it must adopt a new mind set and approach which is entirely customer first. At OpenMarket, we believe the future of customer experience is around empathy. Those companies that capitalise on empathetic interactions, at those moments that matter, will drive the best loyalty among their consumers.”

ConsumerAcquisition.com hires Disney animator
Filmmaker and animator Mike Merell has joined ConsumerAcquisition.com as creative director.  Merell brings over 25 years of visual design experience, spanning both computer animation and live action, in the entertainment industry. With over 15 years at the Walt Disney Co., he worked as a CGI character animator and supervisor, and in development on such films as Hunchback of Notre Dame, Hercules, Atlantis, and Chicken Little.

At Disney Feature Animation he helped transitioned Disney’s 2D iconic characters, such as Ariel and Donald Duck, into the 3D world of animation for the theme park film Mickey’s Philharmagic. Later at DisneyToons Studios, he provided animation on Planes, Planes 2, and co-supervised animation on Tinkerbell’s ‘The Pirate Fairy’.

Merell was an animator at Starz/Arc on Gnomeo and Juliet and has also supervised animation at Warner Brothers, and animated on live action films for ILM and the Orphanage. More recently at Mattel he was in development for a future franchise and following that he was at The Third Floor Inc., where he provided pre-visualization for major studio films yet to be released by Disney, Marvel, Fox, Sony, and Prime.

At Consumer Acquisition, Merell will oversee the company’s professional in-house design team and its Creative Marketplace, which delivers creative videos and images to Facebook and Google advertisers. The company offers managed services for Facebook user acquisition, a creative marketplace that delivers a high-volume of fresh creative concepts for Facebook and Google UAC ads, and a self-service campaign management platform for Facebook. It has created over 300,000 videos and acquired over 150m app installs and leads for Glu Mobile, Ford, Lucktastic and Yelp, among others.

“Mike’s breadth of animation and filmmaking experience at top entertainment studios, including Walt Disney Feature Animation and Warner Bros., will be invaluable as he joins as creative director to lead our in-house design studio,” said Consumer Acquisition CEO, Brian Bowman. “He will be instrumental in driving the creative innovation of our design services team and we’re thrilled to have him on board.”

The post Movers & Shakers: Carat, OpenMarket and ConsumerAcquisition.com appeared first on Mobile Marketing Magazine.

The campaign was carried out with O2-owned mobile marketing firm Weve, in conjunction with media agency Carat, and has been recognised with a number of awards, including “Most Effective FMCG/Retail Campaign” and “Most Effective Location Campaign” at our own Effective Mobile Marketing Awards last November.

To deliver this innovative campaign, Weve first identified those who were known travellers, aged 18 and over, and in the vicinity of rail stations. The firm made use of O2’s anonymised first party contract data as the base for the campaign, and were therefore able to guarantee with 100 per cent certainty that the message would be delivered to commuters aged over 18 – an integral component for an alcohol product. Then, live location data allowed the campaign to be triggered within a 200m radius of a rail station, and habitual data was overlaid to build an audience of known commuters who frequented specific railway stations for double verification.

But it was the frustration of train delays that was the critical point in the success of the campaign. Weve partnered with cross-channel customer engagement provider Engage Hub to integrate a live National Rail API into Weve’s messaging delivery platform, enabling message delivery to pre-qualified target consumers only when trains were delayed at their station. The message drove recipients to a personalised store locator to find the nearest Gordon’s stockist and pick up a can as quickly and conveniently as possible, alleviating their travel frustrations.

Rick Hirst, CEO of Carat, called the campaign “the most innovative use of data we’ve utilised for a fairly specific comms challenge on the Gordon’s brand digitally ever. The success of the campaign has influenced future comms strategy and executions for Gordon’s in the UK. Mobile, and particularly SMS messaging, has secured its place firmly on the Gordon’s plan in the near future.”

“We were delighted that Carat and Gordon’s trusted Weve to be their media partner for this campaign, knowing that we could deliver an age-appropriate audience of delayed commuters,” said Martin Weller, managing director at Weve. “The success of this campaign rested on our ability to message consumers at the right time, in the right place, and together with our partner Engage Hub, we were able to use train delay data in an innovative and intelligent way to drive consumers in store, without the concern that they would miss their train.”

The results from the campaign speak for themselves: 21 per cent of targeted commuters purchased Gordon’s Gin & Tonic as a result of the campaign with Weve, 64 per cent of whom agreed they were more likely to do so because of where and when they received the message. The campaign also impacted future purchase intent, with those who recalled the message 60 per cent more likely to purchase from Gordon’s in the future.

“Gordon’s and Carat have been rewarded for being willing to push the boundaries of what’s possible with hyper-targeted precision marketing, setting a new standard for successful location-based customer engagement strategies,” said Ray Tierney, CEO at Engage Hub. “Working with Weve, we are exceptionally excited to see how much further we can take hyper-targeted precision marketing.”

The post Case Study: Gordon’s Gin integrates telco data to power commuter campaign appeared first on Mobile Marketing Magazine.

Most Effective Retail/FMCG Campaign or Solution
The winner for Most Effective Retail/FMCG campaign or solution was Gordon’s: Alleviating Frustration at the Station, by Gordon’s Gin, Carat and Weve. This campaign tapped into insight that commuters stuck at train stations could be tempted into buying a premixed gin-and-tonic can while they waited.

Weve overlaid a number of data points, including live and habitual location and a National Rail API feed, that in combination could be used to trigger messages to pre-qualified target consumers when trains were delayed at their station.

These consumers were sent an MMS driving them to a personalised store locator pointing them to the nearest Gordon’s stockist – presenting itself as a solution without specifically highlighting the frustration. Over 150,000 of these messages were delivered, leading over 40,000 to find the store highlighted by the message, and over 32,000 to make a purchase of a gin and tonic can.

The judges said: “An excellent combination of location, highly-relevant, targeted data via the API from National Rail, with demonstrable sales results.”

Most Effective Charity Campaign or Solution
Comic Relief and Fonix were awarded the trophy for their Red Nose Day SMS Donations campaign, which has been running successfully for several years, and this year raised more than ever thanks to the introduction of a new £20 price point for text donations. This new higher level, which was available alongside the traditional £10 donation, reflected an increased level of comfort with mobile donation among consumers.

This level of comfort was reflected in the results, with SMS donations bringing in almost half of all money raised on the night, with 57 per cent of the total amount raised on mobile coming from the £20 price point.

The SMS donation platform also enabled for a smooth customer journey when it came to Gift Aid declarations, which add 25 per cent on to all donations at no cost to the customer themselves. At its peak, the platform processed over 18,000 donations in the space of a minute, demonstrating a truly robust platform capable of dealing with enormous volume.

Our judges said: “A well-executed charity campaign focused on SMS as simplest path to donations. Pretty straightforward and old-school, but effective.”

Most Effective Financial Services Campaign or Solution
uSwitch won Most Effective Financial Services Campaign or Solution for its Switching Made Simple app, a free platform that enables consumers to compare prices on household bills, broadband deals and mobile operators. After becoming the first price comparison app to introduce a QR code scanner in 2016, uSwitch was keen to build on its successes and save consumers more money than ever.

Over the course of 2017, uSwitch took several steps to boost downloads and engagement for the app, including a new brand creative at the start of the year, multiple display and rich media campaigns and the addition of new features designed to bring the app into line with all the services offered by uSwitch’s website.

Comparing H1 2017 to H2 2016, uSwitch has achieved several significant gains, increasing installs by 45 per cent, boosting its click-through rate by over 40 per cent and driving conversion rates on the mobile app to 40 per cent higher than tablet and mobile web users combined. Consumers have now saved over £6.5m by switching suppliers through the app.

Looking at the app, our judges commented: “Clearly successful campaign to promote a good mobile service and promote mobile over other forms of the service. Nice little application, and based on effectiveness then the savings are amazing, and worthy of recognition.”

The post 2017 Award Winners: Retail/FMCG, Charity and Financial Services Campaigns and Solutions appeared first on Mobile Marketing Magazine.

Created by Google’s The Zoo creative think tank, along with digital marketing agency 360i, media agency Carat and production company Jam3, Oreo Space Dunk leverages Google Maps to enable users to launch Oreo cookies in to space and have their cookie dunked in to a glass of milk somewhere else in the world.

“While we know nothing beats dunking a real Oreo cookie in milk, it’s exciting to see variations of the ritual, including one that takes it into the digital space,” said Kerri McCarthy, senior global brand manager at Oreo. “The innovation behind the ‘Oreo Space Dunk’ is the result of true collaboration and it’s a great way to further diversify the array of Oreo dunks that make up the Oreo Dunk Challenge.”

To access the Space Dunk, Oreo fans scan an original Oreo cookie to launch the mobile site. Here, users swing their smartphones to send the virtual cookie into space, from their current location, before the cookie plummets back down to earth into a glass of milk in another location via Google Street View.

Michael Yapp, director of The Zoo at Google, said: “Were thrilled to see our products integrated into Oreo’s campaign in a fun, creative way and look forward to seeing the journey each Oreo takes.”

The post Oreo and Google Team Up for Digital Dunk Challenge appeared first on Mobile Marketing Magazine.

Roisin Donnelly Named Non-executive Adviser at IAB UK
Former P&G marketer Roisin Donnelly has joined the Internet Advertising Bureau (IAB) to serve as a non-executive adviser and chair for the industry bodys Advertiser Steering Group, which aims to ensure advertisers are aware of the latest opportunities digital advertising has to offer.

“I am delighted to be joining the IAB team and will help put the consumer and the advertiser at the centre of the IAB agenda,” said Donnelly. “This is an exciting time for the IAB as digital advertising has reached record levels but we face some important challenges.”

Donnelly worked for P&G for 31 years, rising to be the companys top marketer in Northern Europe before leaving eight months ago. Since then, she has also joined Just Eats board as a non-executive director and the Advertising Standards Authority to chair its Performance Review Committee.

“Roisin is supremely qualified in this space to help us promote and simplify digital for advertisers,” said Jon Mew, newly appointed CEO of IAB UK. “Not only has she managed some of the biggest budgets in marketing, she brings a wealth of experience in delivering world-class campaigns. She truly understands how to get the most from digital media.”

New Chief Technology Officer Announced at Tune
Marketing technology platform Tune has revealed a new chief technology officer in the form of industry veteran Dan Koch, who previously worked as director of engineering and in-app marketing at the firm.

In his new role, Koch will be responsible for the product and engineering organisations for the Tune Marketing Console and HasOffers, overseeing the work of over 100 engineers and developers. Koch joined Tune as part of its acquisition of Artisan Mobile, where he worked as director of product development on one of the industrys first mobile experience management platforms.

“Dan has shown an incredible aptitude for bringing together product and engineering disciplines, but most importantly his management style is humble and respectful to those he serves while passionate and inspired toward innovation,” said Peter Hamilton, CEO and partner at Tune. “If you met Dan, youd be wowed by his unique combination of intellect and genuine care. Most importantly, he will help to demonstrate and foster our chief value at Tune, which is to be excellent to each other.”

Elli Papadaki Leaves Financial Times for Vogue
Condé Nast Internationals Vogue magazine has announced that Elli Papadaki will be taking the newly-created role of head of programmatic and digital revenue, having previously served as global head of programmatic for the Financial Times.

Papadaki joined the Financial Times in 2005, rising from a sales executive to lead a variety of advertising and sales divisions. In 2014, she left to join Celtra as agency sales director, but returned to the FT in early 2016 as its first-ever global head of programmatic.

Her appointment at Vogue follows Condé Nast creating a head of programmatic role for the company as a whole last year, currently filled by Evan Adlman. Papadakis position at Vogue marks the first time the publisher has appointed a programmatic lead for an individual magazine brand, and according to the companys digital director, Jamie Jouning, it underlines the publishers “ongoing commitment to deliver a best in class digital commercial proposition to Vogues global advertising partners.”

Dentsu Aegis Network Shakes Up Leadership at Carat US
Media planning and buying agency Carat US, part of the Dentsu Aegis Network, has promoted Michael Epstein to CEO of the firm, while currenty CEO Doug Ray moves on to become president of product and innovation for the Dentsu Aegis Network as a whole.

Epstein joined Carat in 2013 as chief strategy officer, and most recently served as its president and chief client officer. He has been responsible for all the companys US-based client leadership, as well as ensuring consistent delivery of strategy and plans for clients. Under the leadership of Ray and Epstein, Carat has doubled agency revenue over the course of six years, and won clients including Danone, GM, Macys and Pfizer Consumer Healthcare.

“As Carat continues its mission to redefine media, Michaels track record of driving growth and delivering meaningful client business results make him a natural choice to lead Carat in its next phase,” said Rob Horler, CEO of Dentsu Aegis Network US. “Having Doug in a group role, focused on client solutions and leading product and innovation drawn from an even broader cross-section of our businesses, ensures we have the right strategic leadership in place to work with clients to manage the complexity and deliver truly leading-edge, integrated solutions.”

Sizmek Names Executive Chairman as CEO Prepares to Depart
Dr Mark Grether, co-founder and global chief operating officer of Xaxis, will become executive chairman of Sizmeks board of directors to help the companys transition during the departure of CEO and president Neil Nguyen.

“It has been an amazing and richly fulfilling 13-year journey,” said Nguyen. “Im truly grateful to all of our global employees, my talented leadership team, and our partners and clients around the world for the opportunity. I remain a big fan of Sizmek and under Vectors ownership, as well as Marks guidance, the company is well positioned to continue to be a market leader in advertising technology.”

Dr Grether will work with Nguyen during a transition period as well as spearheading the execution of the companys strategy and growth for the foreseeable future. Dr Grether has previously served as the global development director for GroupM, and has a wealth of agency experience, having worked with major brands across a variety of industry verticals.

The post Movers & Shakers: IAB UK, Tune, Vogue, Dentsu Aegis and Sizmek appeared first on Mobile Marketing Magazine.