Lifebuoy Flood Campaign Demonstrates World’s Best in Mobile Marketing
New York, October 01, 2015 – InMobi, the world’s most powerful mobile advertising platform, today announced it has been awarded the top prize at the 2015 Global Smarties™ Awards in partnership with Unilever and Mindshare from the Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry. The awards, honoring innovation, creativity and in-app advertising, are among the most prestigious awards in the mobile marketing industry.
InMobi won the Global MMA Smarties award in the Location category for the “Lifebuoy Flood” campaign. Designed for Unilever’s iconic health and hygiene brand Lifebuoy, the InMobi rich media ad campaign was aimed at generating awareness among communities that regularly witness floods across Indonesia. Lifebuoy wanted to promote their hand wash in this region where floods often result in stagnant water that subsequently become a breeding ground for mosquitoes, germs, and various communicable diseases. The ad unit was centered on how clean hands could stop several diseases from spreading, as the majority of Indonesians eat with their hands.
“We are delighted to receive the Global MMA Smarties for the Lifebuoy Flood campaign by MindShare in collaboration with InMobi. It is a true reflection of how collaboration and ‘Adaptive Planning,’ which is at the heart of Mindshare, delivers excellent results. We are extremely proud to win the first-ever Global Smarties award for Indonesia,” said Himanshu Shekhar, CEO of Mindshare Indonesia & SEA.
This creative format enabled InMobi to truly leverage the visual medium of mobile and is the first instance of real-time warnings about floods through mobile ads. Through integrations with PetaJakarta API, a community-backed, open-source flood and critical water infrastructure platform, and data from the national meteorological department, InMobi delivered geo-targeted ads to flood-prone areas in Indonesia. The campaign generated 42 million unique impressions for Lifebuoy, while maximum reach was witnessed in cities like Jakarta and Surabaya. With this campaign, Unilever saw brand loyalty grow by 3%, and brand penetration grow by 4% for Lifebuoy, thus making it a very high ROI campaign.
“InMobi operates at the exact intersection of leveraging location data and creativity to provide impactful advertising,” said Richard O'Sullivan, Vice President & General Manager, Brand, North America, InMobi. “We are honored to receive the top honor from the MMA for our successful campaign that demonstrates the best of mobile advertising and its true power to reach the consumer with a brand message that resonates. This latest recognition reflects our commitment to delivering the most seamless, engaging and high-performance mobile advertising that helps brands achieve their marketing objectives.”
This award builds
on the InMobi-Unilever partnership and previous successful campaigns including
award-winning creative for brands like Ben & Jerry’s and Close Up.
Click here to view InMobi’s award winning Lifebuoy campaign.
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