2018 Awards Finalists

Mobile Marketing Award

Heineken Ireland
Ronan Mc Cormack
SuperValu
Evelyn Moynihan
C&C Gleeson
Belinda Kelly
Vhi Healthcare
Maeve O’Gorman
Toyota Ireland
Sara Woulfe

Sponsored by

Heineken Ireland

Ronan Mc Cormack

With craft ales attracting traditional beer drinkers, Heineken faced a challenge with relevancy. H41 Wild Lager was part of the response to the threat. Mobile was at the heart of the brand’s engagement with trade and consumers, aiming to grow brand equity without the safety net of ATL. The creation of bespoke video content for accounts and retargeting of consumers via mobile with a pint redemption were category firsts. Geo-targeted always-on communications on social channels, mobile search activity and carefully selected content partnerships optimized for mobile ensured H41 remained in the consideration set of the target audience. H41 exceeded its awareness and trial goals, and enhanced Heineken brand equity.
Winner
SuperValu

Evelyn Moynihan

SuperValu is part of the Musgrave Group, Ireland's largest grocery and food distributor. With 223 stores throughout Ireland, SuperValu is a well-established landmark. Its reputation has been earned through product quality, value offering and customer service. The Real Rewards programme is an important driver of the success of the business, and its overall digital transformation has been a major step forward, growing engagement with existing customers and attracting new customers. The Real Rewards mobile app has been one of the key enablers of the transformation giving customers more easy ways to interact with the programme.
Finalist
C&C Gleeson

Belinda Kelly

Based on research showing that consumer loyalty strengthens when rewarded, C&C Gleeson launched a mobile-led campaign last summer which offered consumers the opportunity to Shazam promotional pint bottles of Bulmers and enjoy a unique AR experience. The campaign was supported by Runway Marketing, and it offered on-trade consumers a 1 in 10 chance of winning a free pint bottle of Bulmers which was instantly redeemable in their chosen outlet using Shazam visual recognition technology that had not yet been used in this manner in the Irish market. The campaign resulted in increased sales, repeat purchase rates, high levels of brand engagement and more satisfied customers.
Finalist
Vhi Healthcare

Maeve O’Gorman

Vhi has challenged the traditional customer experience in regard to medical digital services, and leveraged the power of mobile to deliver it. Aiming to deliver real benefits to members, Vhi created a Medical Health Assistant mobile app that offers instant services to members at the touch of a button. Benefits within the app include the ability to view and manage policy information and to store medical history, an Online Doctor, Nurseline and Snap & Send claiming. This blend of digital services with real life utility through the mobile device revolutionises the way health insurers can engage with their customers and empowers customers to live longer, stronger, healthier lives.
Finalist
Toyota Ireland

Sara Woulfe

Toyota Ireland’s marketing team took a leadership position in migrating away from the 20-year brand comfort zone of “The Best Built Cars in the World” to deliver a new positioning and a series of innovative initiatives, key among which was the Toyota FaceItDown mobile app. Supported by One Core, this mobile campaign helped revitalise the brand, making it more distinctive and compelling, but most of all more meaningful to Irish car buyers. Brand differentiation scores have seen a major increase, with Toyota being the most differentiated automotive brand in Ireland and is first for “new ideas”. The new brand promise “Built for a Better World” has taken root in the market after only one full year.
Finalist