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The Drum Awards for Digital Advertising rewards brands and teams that truly understand their customers we celebrate the best of digital media and technology in the Asia Pacific, Europe, and the US. In the year that went by, three campaigns from InMobi won awards in the APAC region, making us proud as an organization that's transforming inspiring ideas into marketing successes. Here are the details of the winning campaigns:
Category: Adtech for Good
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Tata Tea’s campaign “Jaago re” (wake up) urges people to act on the most pressing societal issues. To raise awareness of climate change on World Environment Day, Tata Tea joined hands with Glance and Wavemaker. With its unlimited lock screen capabilities, Glance captured millions' attention with a slider on the mobile screen showing the future of the coming generations and encouraging netizens to take action. The visuals on the screen delivered a powerful message that only tea should be hot, not the planet. The CTA led the viewers to pledge on the “Jaago Re” website to act against climate change. The campaign saw 1.9x higher CTR against the platform benchmark and recorded 32.33% interactions with the slider unit on the creative. Read more about the campaign from our case study page.
Category: Best Response to Change
With a prolonged stay at home during the pandemic, mealtime became a prime source of togetherness in the family. However, cooking special meals while juggling daily responsibilities was a common struggle many Southeast Asians faced. Unilever quickly sensed this gap and decided to enrich their consumers’ lifestyles with their meal-maker brands, Bango and Royco. Joining hands with InMobi, the brand promoted four products in Indonesia with an online-to-offline sampling program on mobile. An interactive and personalized experience encouraged consumers to collect a free sample of their choice online and redeem it offline from their nearest stores. In over a month, the mobile campaign delivered a voucher claim rate of 47% at a 38% lower cost per user. Post campaign brand lift study revealed that 82% of respondents emerged as strong advocates of the brands. To know more, read the inspiring success story.
Category: Most Effective Use of Creativity
The onset of the pandemic saw Indonesians taking their brushing habits lightly, as they were not investing in quality dental care. Data showed that over 57% of adults and 70% of children had oral problems. Being a socially conscious brand, Pepsodent partnered with InMobi and Mindshare to launch a special edition “Merdeka” toothpaste, symbolizing their Independence Day. Reaching audiences with dynamic creative optimization and keyword recognition technology, the brand launched an experience showing unhappy faces, which turned happy when the viewer said “Merdeka”, meaning independence. The brand further awed the viewers with a 6-second video highlighting freeing Indonesians from cavities with healthy brushing habits. As a result, 16% of viewers recorded the keyword, and the video saw a whopping 14% higher completion rate and 3.3 times the overall engagement rate against the benchmark. Visit our case study page to read the full story.
With the evolving expectations of consumers, brands are taking new ways to reach and engage them consistently. Learn more about such leading brands from the InMobi Case Studies page. If you want to learn how InMobi can help you in driving real connections, please write to us at mobilemarketing@inmobi.com.
