Award Winners’ Spotlight: Most Effective Sales Promotion Campaign

Tim Maytom

mindshare unilever awardsThe deadline for the 2015 Effective Mobile Marketing Awards, sponsored by Theorem, is now less than two weeks away, on Friday 7 August.

As the deadline approaches, we are turning the spotlight on one of last year’s winners each week, looking at what gave the winning entry the edge over the competition. This week, our focus is on the Most Effective Sales Promotion Campaign, which was won by Unilever, and its creative agency partner, Mindshare.

The campaign was for Unilever's Walls ice cream brand, and aimed to drive awareness of the range across the summer, encouraging purchases. In particular, Unilever wanted to target customers close to ice cream point-of-sale outlets on hot days, utilising the unique targeting opportunities that mobile provides.

The brand spent 100 per cent of its digital budget on a mobile media campaign that reacted in real-time to summer temperatures and sun hours, using data provided by The Weather Channel. Mindshare worked with mobile partners Yume & Apple to create a mobile-first, rich media ad experience, and used Weve to deploy MMS messages based on real-time weather conditions.

Thanks to the campaign, Walls ice cream sales increased 8.8 per cent in value compared to 2012, with sales up 24 per cent in London, where 40 per cent of the media buy was spent. After 12 weeks after the campaign, Walls' brand share had risen by 1.4 per cent, and rose an additional 2.3 per cent in subsequent weeks.

The final deadline for this year’s Awards is less than two weeks away, so now is the time to give your entries a final polish and make sure they contain all the information needed to best present your hard work. The Awards, which are now in their sixth year, recognise excellence in mobile marketing across 36 categories, and attracted more than 200 entries each year.

This year sees several new categories added, including Most Effective Smartwatch App, Most Accessible App, and Most Effective Publisher Offering. In addition to the 36 standard categories, there’s also a Grand Prix Award for the best entry overall, and our four People’s Choice Awards, with the shortlist drawn up by a panel of industry experts and the winners chosen by a public vote. The People’s Choice categories and shortlist will be announced in the weeks to come.

The Awards Ceremony will take place on 26 November in London. For more information and details on how to enter the Awards, head for the Awards website.

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