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Mobile advertising has hit newer highs as screen times increased and consumers globally spent hours glued to their smartphones. With mobile adoption increasing by leaps and bounds, and attention spans getting shorter, marketers are consistently testing out innovative methods of connecting with target markets on mobile.
Putting the spotlight on the some of the most promising mobile-first innovations in Southeast Asia, South Asia, and ANZ, Mob-Ex announced its finalists for this year’s award ceremony. We at InMobi feel truly privileged to have been shortlisted for 27 categories.
Read on to understand more about the 7 campaigns that made the cut:
Campaign #1: Paddle Pop thrills parents and kids with the "Choco Magma Land" Treasure Hunt
Paddle Pop shortlists:
Category 1: Best Direct to Consumer Campaign
Category 2: Best Original Content
Category 3: Best Use of Interactive Media / AR & VR
Category 4: Best Use of Video
Category 5: Most Innovative Use of Mobile
Category 6: Industry Specific Use of Mobile: Food & Beverage
With the relaunch of its popular chocolate ice-cream variant – the all-new ’Choco Magma’ in Indonesia, Paddle Pop wanted to drive product consumption by creating a fun, engaging activity that parents could take part in with their children to cultivate healthy snacking habits. Paddle Pop partnered with Mindshare Indonesia and InMobi to create a gameplay experience that needs no preparation and is all fun for parents and children alike. Given the exciting nature of the Choco Magma Land gaming experience, Paddle Pop saw users spending 1:02 minutes on average per experience, with the CTR beating the industry average by 6%.
To know more, click here.
Campaign #2: Wyeth Nutrition leverages InMobi for commerce to grow in-store purchases
Wyeth Nutrition shortlists:
Category 1: Best COVID-19 Response
Category 2: Best Insights-Driven Mobile Campaign
Category 3: Best Location-Based Marketing
Category 4: Best Mobile Campaign for a Specific Audience
Category 5: Industry Specific Use of Mobile: Health & Wellness
Growing toddlers are curious and imaginative and often start learning early on. With its mission to #NurtureTheExceptional in Indonesian children, Wyeth Nutrition decided to provide role-play learning to feed their imagination. The brand provided a free doctor kit on the purchase of Wyeth S-26 Procal Gold for parents that instigates the little doctor in kids. To drive strong purchase intent, the brand needed to spread awareness among Indonesians in an engaging fashion. To this end, Wyeth Nutrition took the gamification route through an interactive mobile campaign.
With this live role-play mobile campaign, the brand connected with 7 million Indonesians with a 3X CTR and a massive 1.7X overall engagement rate.
To know more, click here.
Campaign #3: Castrol strengthens brand recall with blended in-game advertising
Castrol shortlists:
Category 1: Best Mobile Campaign for a Specific Audience
Category 2: Best Use of In-App Advertising
Category 2: Best Use of Interactive Media / AR & VR
Category 4: Best User Experience
Castrol partnered with Xaxis and InMobi to engage the Filipino gamers with an immersive in-game experience and measure the overall impact of mobile in driving brand consideration and purchase intent. With dynamic ad placements and engaging in-game creative experiences, Castrol drove impeccable results in just a month - ~70% of respondents successfully recalled the ad.
To know more, click here.
Campaign #4: Royco and Bango online-to-offline sampling program
Royco and Bango shortlists:
Category 1: Best Awareness Campaign
Category 2: Best Results-Driven Mobile Campaign
Category 3: Best Use of Promotions
Category 4: Industry Specific Use of Mobile: Food & Beverage
With Royco and Bango, the popular instant food brands from Unilever, introducing four new products - Royco Telur Asin, Royco Sup Kepiting, Bango Opor Seasoning, and Bango Nasi Goreng Seasoning – in the heavily cluttered Indonesian market, was challenging. The brands intended to showcase a strong differentiating point for these products by emphasizing the promise of quality, taste, and nutrition and the ethos Unilever stands for. The idea was to launch a free sampling program that will enable meal providers to taste the free product of their choice and experiment with newer recipes.
Royco and Bango partnered with Mindshare and InMobi to create a user-friendly journey on mobile that facilitates a seamless online to the offline trail with this free sampling experience. Through the compelling campaign, Royco and Bango drove footfalls to 4,000+ stores across the Archipelago, with a 38% decrease in Cost Per Acquisition (CPA).
To know more, click here.
Campaign #5: Pepsodent evokes confident, “Merdeka” smiles with an AI-powered brand activation OR Senyum Indonesia
Pepsodent shortlists:
Category 1: Best COVID-19 Response
Category 2: Best Original Content
Category 3: Most Innovative Use of Mobile Technology
Category 4: Industry Specific Use of Mobile: Consumer Goods
Pepsodent observed that consumers took the discipline of brushing twice a day lightly with the pandemic forcing a prolonged stay at home. As a result, numerous dental concerns arose. The brand aimed to increase oral health awareness and, subsequently, toothpaste adoption during the month of pride for Indonesians – the month of their nation’s independence. Targeting families, the brand decided to make Indonesians feel special and proud to get their hands on the special edition of the #SenyumIndonesia merdeka toothpaste that elicits the honor of the archipelago.
Pepsodent partnered with Mindshare and InMobi to elevate its brand love in Indonesia. Combining the power of video, AI-based keyword recognition, and Dynamic Creative Optimization (DCO), the brand created an eye-catching, rich media experience. 360,000 ad viewers interacted the AI-powered video experience, with the video completion rate recorded at 3.3X at the end of the campaign.
To know more, click here.
Campaign #6: Selecta Supreme drives purchases with an online to offline shoppable experience
Selecta Supreme shortlists:
Category 1: Best Direct to Consumer Campaign
Category 2: Best Location-Based Marketing
Category 3: Best Use of Display Advertising
As the Archipelago sees rising temperatures during February, right before the summer kicks in officially in March, Selecta, the Philippines' #1 ice cream brand, aimed to communicate to Filipino households with kids about their bestseller ice cream, 'Choco Almond Fudge.'
The brand partnered with InMobi and Mindshare Philippines to leverage household targeting, provide an immersive shoppable experience, and ensure online to offline attribution. The campaign results voiced the perfect strategy and execution done on mobile, with a 35% increase in the purchases driven in just a month.
To know more, click here.
Viso Pises shortlist:
Category 1: Best Use of Display Advertising
In Cambodia, the consumption of liquid detergent is an emerging and fast-growing opportunity; the brands that trailblaze this trend will not only benefit from a first-mover advantage but also secure their longer-term pursuit of scale and growth.
Hence, Unilever Cambodia needed to build a positive notion about the performance of their newly launched liquid detergent - 'Viso Pises' in the minds of Cambodians. Unilever Cambodia Viso Pises partnered with Havas Riverorchid Cambodia, Moblaze, and InMobi to turn their far-sighted vision into reality, through an interactive yet simple “slider-bar” experience. The brand intended to depict the contrasting differences between the widely used powder detergents and the highly capable liquid detergents in the most engaging way. Viso Pises delivered a 4.5X CTR with the right mix of creative excellence and targeting capabilities
To know more, click here.
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