Shiny metals. Thunderous cheers. Stellar work.
That’s when you know award season is here, and we love the feeling. As the industry celebrated mobile advertising innovation at MARKETING-INTERACTIVE’s Mob-Ex Awards 2023, InMobi and Glance shone in seven categories for creativity, contextualization, commerce, and more. Check out the five campaigns that won these awards (and the jury’s hearts) with the unique, strategic, and effective use of mobile.
Winner 1: Paddle Pop on its Mobile Marketing A-game
This success story is the perfect example of how gamified mobile campaigns can be the key to a brand’s success. When Paddle Pop relaunched its popular chocolate ice cream variant – the Choco Magma – in Indonesia, it drove consideration and purchase in a fun and immersive way. The brand involved parents and children in an ice cream-making game on mobile, amplifying brand love and interest. This Choco Magma Land game kept these parents and kids engaged for 1:02 minutes on average for a session and drove footfall to stores. Due to the campaign's impact, Paddle Pop’s market penetration witnessed a remarkable uptick, soaring by more than 60 bps. Want to know more about this sweet campaign? Read the success story here.
Winner 2: Pepsodent’s Complete Success on the Smart Lock Screen
Imagine reaching your target audience and driving purchase consideration before any other brand finds them on a social media platform or website. That is precisely what Pepsodent did for its Complete 8 toothpaste – on the smart lock screen with Glance. Continuing with its mission of promoting oral healthcare, the brand reached millions of Indonesians with thoughtful messaging tailored to the time of the day, reminding them to brush their teeth. The result was a click-through rate five times higher than the industry benchmark! Moreover, 23.18% of those who visited the stores after viewing the Glance experience purchased the toothpaste. Interested in knowing more about this campaign that made us smile? Read the complete story here.
Winner 3: Pocky’s Online-to-Offline Awesomeness via Mobile
Pocky’s sweet personalized sampling experience shows how having a strong consumer insight at the core of a campaign, coupled with
intelligent use of mobile commerce, can bring about joy for consumers and success for brands. Delighting Indonesian snack lovers with their two favorite things – deals and treats – Glico Pocky created an online-to-offline sampling experience with two great offers: a flat 20% discount for existing Pocky customers and another one for those who hadn’t tried Pocky. Making the journey easy and personalized with intelligent targeting, the brand achieved a massive 50% product redemption rate with a 16x higher CTR. Tempted to know more about Pocky’s success? Read the full story here.
Winner 4: Wall’s Indonesia’s Ramadan Reunion Special
What happens when you combine the excitement of a nationwide festival, the delight of family reunions, and the joy of a sweet tub of ice cream? Wall’s did this for Ramadan in Indonesia when it relaunched its popular family-sharing ice cream tub, Viennetta, elevating it to the next level with powerfully personalized location-based communication. Imagine Indonesians rushing to their hometowns to be with their families after two years of going through a pandemic and on reaching getting greeted with a mobile experience in the local language, featuring landmarks of the city. And to top that, think of the joy they’d feel on seeing a reminder to sweeten their reunion with a tub of ice cream! That’s exactly how Wall’s Viennetta became a part of the celebration effortlessly. The outcome was nothing short of thrilling – a whopping 49% of enthusiastic users eagerly made their way to the online store! Read more about this success here.
Winner 5: Wyeth Nutrition’s Wholesome Gamified Experience
Empowering parents to #NurtureTheExceptional in their children has been at the heart of everything Wyeth Nutrition does. Each of its scientifically advanced products and solutions has been a step in this direction. So, when the brand aimed to drive purchases in Indonesia for one such product, S-26 Procal GOLD, it stayed rooted in this mission. The brand decided to feed children’s imaginations and envision a bright future for them with role-play-based scientific learning. It offered purchasers of the S-26 Procal GOLD a progressive learning kit that helped parents inspire the little doctor in their little ones. It took this forward on the always-on device through a unique gamified mobile ad campaign where the parents and children had to apply cognitive abilities to help immunize a patient. The brand not only enlightened young minds but also achieved an astounding 3x higher click-through rate compared to the industry benchmark. Read more about Wyeth’s heartwarming campaign here.
What makes a winner?
While each of these campaigns you read about had a unique element that set it apart from the rest, there is one thread that ties them all together – the smart use of emerging trends in mobile marketing with a bold, innovative, and customer-centric approach. To know more, explore the list of award-winning campaigns from InMobi and Glance in 2022.
For more inspiration on creating campaigns that change customers’ lives, check out the case studies on our website. If you would like to explore how you can create meaningful customer connections with memorable work, write to us at mobilemarketing@inmobi.com.
