Categories

For Campaign Awards (client marketer categories), please refer to No. 1-26
For Campaign Awards (mobile solution provider categories), please refer to No. 27-31
For Team Award category, please refer to No. 32

Recognises mobile and/or web apps in the banking services 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 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 mobile and/or web apps in the digital payment solution sector that are best designed for online customers, freelancers and business owners. Judges will be looking for innovative and user-friendly interfaces that can increase brand proposition, subscription and customer engagement.
Recognises mobile and/or web apps in the finance services 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 mobile and/or web apps from the 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 mobile and/or web apps in the insurance services 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 that are best designed to promote lifestyle and entertainment in sports, travel and music to engage with their targeted audience. Judges will be looking for engaging content and user-friendly interfaces to increase brand proposition, subscription and customer engagement.
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.
Recognises mobile and/or web apps in the retail 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.
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 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 app drove positive business results and changed consumer buying behaviour. Judges will be looking for best use of mobile and/or web to drive sales and increase consumer engagement.
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.
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.
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.
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 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.
This category focuses on the outstanding collaboration of KOLs (key opinion leaders) and brands in a mobile/web app. Entrants should show strong evidence of how the KOLs played a prominent role in the conception and/or execution of the campaign and how they generated benefits to the business.
Recognises the best use of social media in a mobile campaign that strengthened relationships with customers, recruited new customers or engaged existing customers, while driving core business objectives.
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 their 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 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 best mobile commerce solution from all sectors that successfully changed consumers’ behaviours and drove positive results for their clients. Judges will be looking for the most effective mobile/web solutions that helped their clients go beyond their business target.
This category recognises the most comprehensive mobile advertising strategies 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 most outstanding mobile campaign that uses infographics, insights, analytics and/or research for driving the client’s core objectives. Judges will be looking at the effectiveness of the data of the targeted audience for achieving the business goal.
This category recognises the most powerful social media strategy that utilised the social network power for their clients. Judges will be looking at how the effectiveness of the social media maximised the business result.
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. Judges are looking for the 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 in-house and agencies.