Categories

For Campaign Awards (client marketer categories), please refer to No. 1-27
For Campaign Awards (mobile solution provider categories), please refer to No. 28-29
For Team Award category, please refer to No. 30

Categories listed below are also open for submissions from media owners and platform owners. They may submit on behalf of their clients.

  • 5. Best App – Food and Beverage
  • 8. Best App – News, Arts and Entertainment
  • 13. Best In-App Advertising
  • 17. Best Mobile-Based Launch/Relaunch
  • 19. Best Reform of App
Recognises mobile and/or web apps produced by companies which make innovative use of their own content to effectively engage audiences. Content has to be commissioned by a brand or an organisation to communicate its marketing messages to its targeted audience via mobile apps.
Recognises mobile and/or web apps designed to increase interaction between a brand and its customer base. The focus of this category should be on ease-of-use, number of downloads, time spent using the app and relevancy to the category. Mobile and/or web apps created for a consumer brand across sectors such as banking or FMCG are eligible to enter.
Recognises excellence in the creative design of mobile and/or web apps. Judges will be looking for designs that enhance the user experience while creating an impressive visual environment within the apps. Developers, agencies and client marketers can enter this award.
Recognises mobile and/or web apps in the finance and/or banking field that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.
Recognises mobile and/or web apps in the food and beverage industry that are best designed to increase brand proposition, subscription and customer engagement. This category is also open to table reservation and/or food delivery mobile and/or web apps. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.
Recognises health and fitness mobile and/or web apps that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.
Recognises mobile and/or web apps from hospitality and/or travel industries that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.
Recognises the best mobile and/or web apps by media owner(s) which presents content in an innovative, interesting and informative way, fully utilising the mobile platform. The winning apps should provide a seamless experience moving from traditional media to mobile for customers or they can provide a standalone mobile media experience.
Recognises mobile and/or web apps from the property industry that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.
This category honours the mobile product which has a key target on a specific demographic group and has been launched from the demographic’s point of view.
Recognises organisations that best demonstrate the use of mobile to build strong relationships with consumers, strengthening customer loyalty and/or leading to an increase in customer retention.
This category aims to demonstrate how a successful mobile commerce solution drove positive business results and changed consumer buying behaviour. Judges are looking for campaigns that best use mobile and/or web to drive sales and increase consumer engagement. It is open to brands, developers, marketing or advertising agencies, content providers and app developers.
Recognises the best use of advertising inside mobile and/or web apps. Campaigns or oneoff spots, which utilise social networking, gaming or any content apps which carry advertising opportunities, are all eligible to win this category. Examples include banner ads, pop-ups, display ads, surveys and video ads.
Recognises the most outstanding use of infographics, insights, analytics and/or research as a foundation of a mobile campaign. Judges will be looking at how data has been crucial in driving the campaign’s core objects. Entrants should illustrate the details of the target audience and how they were engaged via the mobile campaign. This category is open to any one-off or ongoing campaign or initiative, where research may take place outside the eligibility period.
Recognises the best use of location-based marketing campaigns that leverage geographical data of a mobile device to deliver timely and relevant messages. This includes in-store or mobile commerce opportunities taking the form of coupons or advertising directed at customers based on their current location.
This category aims to recognise mobile solutions best designed specifically for an event which proved to be highly relevant and engaging. Judges will be looking at how a mobile strategy contributed to the event, either through a location-based offering, mobile check-ins, increased ticket sales and attendee interaction. Examples of events can include art fairs, beer festivals, music concerts, large-scale outdoor events or smaller more tactical media events.
Recognises the best use of mobile marketing for the first launch of a new product/service via mobile or the relaunch of an existing product/service. Judges will be looking for the role and overall contribution of mobile that drove the brand’s core business objective. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best original content created specifically for mobile platforms of a brand or organisation. This could include branded games, video episodes or any other content designed to entertain as well as increase brand interaction and awareness.
Recognises mobile and/or web apps that have undergone the best reformation after the first launch to increase brand awareness and entice more subscriptions. Judges will be looking for apps that have achieved the best reformation in regards to their user interface, exposure and engagement.
This category focuses on how a mobile device successfully engaged consumers using entertaining and engaging content in the form of a game, competition or other interactive media forms such as virtual and augmented reality. Judges will be looking for how an interactive mobile solution enhanced the brand experience and drove business objectives. We welcome entries from sophisticated mobile gaming, VR, AR and related apps created by highly creative developers, agencies and client marketers.
Recognises the best mobile campaigns that are implemented with a budget less than HK$100,000 in creative. This category is open to any one-off or ongoing campaign or initiative. Judges will be looking at the creative mobile solutions and executions that achieved the business objectives, along with evidence-based results.
Recognises excellence in the use of mobile marketing as part of a broader campaign, including online and offline platforms. Mobile should be an integral part of the campaign and a key driver of the marketing objectives. Integrated mobile work should highlight the unique communication between the given platforms.
Recognises the innovative use of rich media mobile formats, including applying HTML5 technology. Judges will be looking for creativity in a rich media environment, including high levels of interactivity and the ability to tell a brand story in a compelling way.
Recognises mobile campaigns which gave consumers a truly seamless and intuitive experience to achieve marketing objectives. Entrants must demonstrate a strategy which put the targeted user at the centre, set an industry standard of excellence with an innovative design and made ease-of-use a high priority.
Recognises mobile campaigns that generated an immediate response from its targeted consumers and enhanced audience reach. Examples of a desired response might include, but not be limited to, purchase, redeeming a coupon, checking-in or voting. This category is open to any one-off or ongoing mobile marketing campaign.
Recognises the best websites created specifi cally for the mobile environment to showcase a product, brand or service as part of a mobile marketing strategy. Judges will consider sites specifically designed for the mobile environment or those optimised for the mobile environment, for example, through responsive design.
Recognises the creative, innovative and successful use of mobile platforms. Judges will be looking for true originality and compelling innovative uses of the mobile medium that benefited consumers with new levels of functionality, access, value and convenience which pushed the boundaries and truly utilised new technology.
This category recognises the most comprehensive mobile advertising platforms across all content from all business sectors. Judges will be looking for outstanding platforms that provide convenience and user-friendly mobile experiences to end-users, while driving strong commercial value to clients.
This category recognises the use of any innovative mobile technology to activate or enhance a marketing strategy, long or short-term campaign or a one-off execution. The judges are looking for creative and effective use of mobile technology to achieve marketing outcomes.
This award recognises the excellent performance of a mobile creative or production team which has overachieved in performing a client’s assignments over the submission period. Judges will be looking for proof of the team’s scope of work, strategic skills and creativity in achieving the client’s business objectives. The award is open to mobile inhouse and agencies.