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| 2008 Winners
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| The MMA Award for m-Commerce |
| THE WINNER IS: |
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Hoyts BlueZone® network
AURA Interactive, Hoyts Cinemas
Case Study Download |
Judge's Comments:
- The Hoyts addressable audience has increased significantly over the past 12 months as adoption and handsets capability improves
- Substantial increase in sales redemption coupons
- The consumer proposition follows the KISS principle and works
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Finalists were:
Hoyts BlueZone® network
AURA Interactive, Hoyts Cinemas
mHITs
moshtix iPhone site
News Digital Media
Commonwealth Bank Home Loans
New Dialogue |
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| The MMA Award for Relationship Building |
| THE WINNER IS: |
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Saying "Thx :-)" increases loyalty
Telstra
Case Study Not Available |
Judge's Comments:
- Data driven, well planned, long term (1 yr+) ongoing lifecycle campaign, rather than a one off.
- Instantly identifiable creative across many touch points
- Over 3.3 million mobile contacts
- ~ 500% of initial forecast results
- Prepared to ‘test and learn’, refinements improved responses by up to 30%
- “Right message, right time, right medium”
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Finalists were:
Stimulating Telstra Customers to use MMS
George Patterson Y & R, Telstra
WotNext Music
TigerSpike, Telstra
Hoyts BlueZone® network
AURA Interactive, Hoyts Cinemas
Saying "Thx :-)" increases loyalty
Telstra
Ritchies CB MORE Loyalty Program
Third Screen Media
Jeanswest Go Mobile
Third Screen Media |
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| The MMA Award for B2B or Enterprise Application |
| THE WINNER IS: |
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AURA BlueZones network®
AURA Interactive
Case Study Download
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Judge's Comments:
- Created an alternative distribution network for companies to cost-effectively reach mass market consumers
- Delivery of measurable and targeted rich mobile content to consumers – over 1.2M pieces of mobile content delivered!
- 4M+ devices connected in 12 months – Makes rich mobile content more accessible with its free service and easy to understand opt-in/opt-out approach
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Finalists were:
AURA BlueZones network®
AURA Interactive
Ritchies CB MORE Loyalty Program
Third Screen Media
BeamMe.Info
BeamMe.Info, CNET.com.au & homehound.com.au
mHITs |
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| The MMA Award for Most Creative Mobile Solution |
| THE WINNER IS: |
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Foxtel Mobile Guide
Foxtel, Hyro
Case Study Download
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Judge's Comments:
- Very useful for customers
- The utility of the service encourages use
- Assists Foxtel in attracting customers and reducing churn
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Finalists were:
Foxtel Mobile Guide
Foxtel, Hyro
United Nations Voices Project
Saatchi and Saatchi, Dialect, Hyperfactory, Mobot
Mobile Warnie - Summer of Spin
TigerSpike, Foster VB
AURA BlueZones network®
AURA Interactive
Tooheys New World Record Australia
Dialect Interactive
BP Australia - 2008 Formula 1 ING Australian Grand Prix
AURA Interactive, BP Australia |
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| The MMA Award for Consumer Content Offering |
| THE WINNER IS: |
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United Nations Voices Project
Saatchi and Saatchi, Dialect, Hyperfactory, Mobot
Case Study Download |
Judge's Comments:
- Innovative approach to getting the message out, available to a wide range of handsets
- Content was engaging and unique
- Very successful for the United Nations in attracting attention to the issues
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| THE WINNER IS: |
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So You Think You Can Dance, 'Backstage Pass' mobile content
Singtel Optus, Channel 10
Case Study Download
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Judge's Comments:
- Wide content distribution from the Easter Show, online, mobile and bluetooth sites to a branded handset
- Great results, including 400% increase in mobile TV traffic
- Content packs available for both 2G and 3G phones meant a wider appeal and more appropriate experiences
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Finalists were:
United Nations Voices Project
Saatchi and Saatchi, Dialect, Hyperfactory, Mobot
TrueLocal iPhone site
News Digital Media
news.com.au iPhone site
News Digital Media
TheVine Mobile
TigerSpike, Fairfax digital
So You Think You Can Dance, 'Backstage Pass' mobile content
Singtel Optus, Channel 10
BP Australia - 2008 Formula 1 ING Australian Grand Prix
AURA Interactive, BP Australia |
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| The MMA Award for Mobile Advertising |
| THE WINNER IS: |
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27 Dresses Promotional Campaign
Vodafone Mobile Advertising, Brand Logic, BigMobile, 20th Century Fox
Case Study Download
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Judge's Comments:
- Mobile advertising as the leading element of an integrated campaign
- Three objectives : Promoting the film, building awareness and building a database for future releases
- Over 300% of target with almost 1 million impressions
- 11% mobile ad CTR
- 40% campaign recall, the highest for any C20th Fox content
- “A great mobile advertising case study.”
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Finalists were:
Commonwealth Bank Home Loans
New Dialogue
American Gangster
5th Finger, UPI / Mediacom / One For All
27 Dresses Promotional Campaign
Vodafone Mobile Advertising, Brand Logic, BigMobile, 20th Century Fox
Carlton Draught Sky Troop
ninemsn, MediaCom, Clemenger, Vodafone
Nokia Nseries
Yahoo!7 Mobile,
m.Net Corporation
Fame or Shame
Mark Agency, Optus, Run the Red |
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| The MMA Award for Mobile Entertainment |
| THE WINNER IS: |
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Festival Buddy
TigerSpike, Virgin Mobile
Case Study Download
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Judge's Comments:
- Positive brand extension with the application available for download prior to the event
- Improved usability and take up on the 2007 version with a 767% increase
- Download for free offer drove use, take up and an ongoing relationship between the brand and it's event sponsorship
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Finalists were:
WotNext Music
TigerSpike, Telstra
National Nine News Mobile
ninemsn
The Pitch
3 mobile
Festival Buddy
TigerSpike, Virgin Mobile
American Gangster
5th Finger, UPI / Mediacom / One For All |
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| The MMA Award for Promotional Campaign |
| THE WINNER IS: |
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Toyota Camry/ The Great Outdoors Consumer Promotion
Yahoo!7 Mobile,
m.Net Corporation, Toyota
Case Study Download |
Judge's Comments:
- Strongly integrated across TV, online, mobile
- Solid mechanic – explore the range to win
- Closed the loop by generating test drives, meeting objectives for Toyota
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Finalists are:
Paramount Pictures BlueZone® campaign
AURA Interactive,
Mediaedge:cia; Paramount Pictures,
Hoyts Cinemas
Toyota Camry/ The Great Outdoors Consumer Promotion
Yahoo!7 Mobile,
m.Net Corporation, Toyota
"My Space" "Dark Knight" Black Curtain Event
Third Screen Media and Fox Interactive Media
CBS Interactive Mobile gaming tournament
CBS interactive, IBM,
Neo@Ogilvy
Smirnoff Secret Party
Communicator Interactive
Pepsi ConX U!
mobux, The Marketing Store, TigerSpike
Helga's European Experience
5th Finger |
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| The MMA Award for Cross Media Integration |
| THE WINNER IS: |
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Live Earth Commitment Campaign
5th Finger
Case Study Download |
Judge's Comments:
- Multiple consumer touch points both from marketing (print, radio, tv, billboard) and response (SMS, Web and iTV)
- Impressive engagement with 1M entries, many requiring response
- Fantastic reach - response on SMS and Web across 35 countries
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Finalists were:
Foxtel Mobile Guide
Foxtel, Hyro, Rivet
Optus Pre-Paid “Recharge & Always Win”
CSM Australasia, Optus Administration/ Optus Prepaid
Paramount Pictures BlueZone® campaign
AURA Interactive
Mediaedge:cia; Paramount Pictures,
Hoyts Cinemas
Tooheys New World Record Australia
Dialect Interactive
Smirnoff Secret Party
Communicator Interactive
Give a dog a home on your phone
RSPCA (Victoria), M&C Saatchi, Touchpoint
Mobile Warnie - Summer of Spin
TigerSpike, Foster VB
Vidcast Participation TV
Gravity, MTV, Optus
Live Earth Commitment Campaign
5th Finger |
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| Mobile Marketer of the Year |
| THE WINNER IS: |
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Neil Wiles
Managing Director, Mobileactive Limited
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Finalists were:
David Hayes
Head of Sales, Information Dialling Services Pty Ltd
Claudia Sagripanti
Director of Mobile Communications, GroupM
Neil Wiles
Managing Director, Mobileactive Limited
Matthew Costello
VP - Strategy, 5th Finger International
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| The MMA Award for One to Watch |
| THE WINNER IS: |
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Ritchies CB MORE Loyalty Program
Third Screen Media
Case Study Download
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Judge's Comments:
- Mobile loyalty program trialled in 2 Ritchies supermarkets
- Consumer opt-in to receive weekly discount offers by SMS or MMS
- Customer shopping basket sales data collected and analysed
- Trial success has ensured approval to roll-out to the entire Ritchies chain
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| The MMA Award for Best of show |
| THE WINNER IS: |
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27 Dresses Promotional Campaign
Vodafone Mobile Advertising, Brand Logic, BigMobile, 20th Century Fox
Case Study Download
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Judge's Comments:
- Promotional advertising campaign across multiple channels
- Campaign objectives to promote the film; interact with the primary target and build product awareness
- Mobile advertising: SMS/MMS alerts; online advertising & content site: WAP; retail; POS; DM; 3rd party email; database build; consumer survey; added value/product bundling
- Integrated; interactive; creative consistency
- Outcomes significantly exceeded objectives
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