2015 Awards Finalists

Mobile Marketing Award

Arnotts
Naomi Martin
Heineken Ireland
John O'Callaghan
Immigrant Council of Ireland
Jerry O'Connor
Musgrave Centra
Maighread Cremin
Ulster Bank
Glynis Hobson

Sponsored by

Arnotts

Naomi Martin

Arnotts is the first department store in Europe to embrace frictionless mobile technology as part of an integrated online and offline loyalty scheme. The Wonder App creates a platform to allow customers maximum flexibility with the loyalty card, both physical and virtual, contributing to customer acquisition through digital innovation and to retention through a rewards scheme. By placing mobile technology into the heart of a comprehensive marketing strategy that involves extensive staff engagement and systems development, Arnotts is opening opportunities to build a real-time digital interface with the consumer.
Winner
Heineken Ireland

John O'Callaghan

The Coors Light brand team and their colleagues at CKSK have established a baseline of high performance with the Great Rocky Mountain mobile platform, and have raised the bar further in engaging with its hard to reach target market. Having grown brand volume, the team focused on the data insights that digital and mobile provides and actioned these with brand activations that influenced the consumer to download, play and critically redeem a pint of Coors Light in the on- trade. Innovation and an agile approach to real time consumer insight made this possible and delivered further success.
Finalist
Immigrant Council of Ireland

Jerry O'Connor

As a charity with limited budgets, the Immigrant Council of Ireland sought to use mobile technology to raise awareness of the causes and impacts of human trafficking through a campaign on the Tinder mobile app. Working with Eighty Twenty, the ICI created a number of fake profiles to create a narrative of real life stories of people caught up in trafficking, combining the powers of platform and storytelling. Profile pictures began looking normal, and as one clicked in or matched, they proceeded to tell a story. A major boost was received through coverage in Irish and global media.
Finalist
Musgrave Centra

Maighread Cremin

Centra trades in a competitive market in which it is difficult to stand out. Working with Starcom, the team turned to mobile to capitalize on time-of-day targeted opportunities. The Centra consumer is tech savvy and on the go, so mobile is an effective platform.
1c price points were introduced on blockbuster items, and in order to grab attention, messaging was developed in real time based on a particular day's news headlines, with copy being generated that morning to appear on key search terms. This was very successful, driving incremental business on each occasion it was deployed.
Finalist
Ulster Bank

Glynis Hobson

Ulster Bank introduced Digital Journey Managers, focusing on getting customers to engage digitally with the bank. One of the initiatives introduced as a result was a mobile campaign to raise awareness of the "Get Cash" feature. The website homepage, SMS and tweets pointed at a video demo of the feature, and the campaign was launched at the peak Christmas period. It exceeded targets as measured by uplifts
in transactions, new registrations to the mobile app, and increases in traffic to the relevant web content, effectively using mobile to deliver a compelling relevant message at low cost.
Finalist