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42 brilliant mobile marketing campaigns [Cannes Lions]

Cannes Mobile Grand Prix

There was a time when mobile marketing meant sending someone out onto the street with a sandwich board with your latest special printed on it. As mobile technology has evolved however, so has the advertising that comes with it.

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It’s a multi-billion dollar space and it’s only going to get better. In fact, tech research house eMarketer reckons that mobile ad spend will grow four times in the next four years from US$8.4-billion today to US$37-billion by 2016.

That’s hardly surprising given the array of tools and platforms advertisers have at their disposal these days. Back when the best an ad agency could hope for was to send someone an SMS, the scope for innovation was limited. But now they have a variety of platforms, operating systems and devices to ply their trade on.

That does however mean that the expectations are much higher and your campaign has to have something seriously special about it to really stand out. It’s those campaigns that the Cannes Lions mobile section seeks to reward.

This year, there were a number of high tech campaigns that were rewarded for their innovation in the mobile space. Among those was Ogilvy Paris’ scrabble WiFi campaign and the Score Cleaner Notes app, which will write sheet music for you when you hum into your phone.

The standout campaign however was DDB Dm9 in the Phillipines for Smart Textbooks. It recycled old SIM cards and downloaded school textbooks onto them (the textbooks were proving too expensive to print). The sim cards were then handed out at schools and kids popped them into their phones.

Title Advertiser/Client Product/Service Entrant Company Country Award


A01 Activation by Location or Proximity

BLUETOOTH DIAPER ALERT
P&G / HIPOGLOS AMENDOAS ANTI-RASH CREAM
AFRICA Sao Paulo BRAZIL
Bronze Lion
THE END OF THE SILENT MAGAZINE
BILLBOARD / MAGAZINE
OGILVY BRASIL São Paulo BRAZIL
Short List
NFC CHARITY STICKERS
UNICEF HK / CHARITY STICKER (PUBLIC SERVICE)
CHEIL HONG KONG Hong Kong HONG KONG
Bronze Lion
AIR CHECK IN
SKY COMPANY SKYDIVING / SKYDIVING
AGE ISOBAR São Paulo BRAZIL
Short List
SCRABBLE WIFI
MATTEL / SCRABBLE
OGILVY FRANCE Paris FRANCE
Gold Lion
MOST VALUABLE CHECK-IN
MISSING CHILDREN SOCIETY OF CANADA / CHILD SAFETY & INVESTIGATION
GREY GROUP CANADA Toronto CANADA
Silver Lion


A02 Augmented Mobile Experience

NEWSPAPER WITH CHILDREN
THE TOKYO SHIMBUN / THE TOKYO SHIMBUN
DENTSU Tokyo JAPAN
Short List
THE WORLD’S FIRST INTERACTIVE OBITUARY
FUNERARIAS J. GARCIA LOPEZ / FUNERARIAS J. GARCIA LOPEZ
GANEM GROUP Mexico City MEXICO
Silver Lion
PENGUIN NAVI
SUNSHINE CITY CORPORATION / SUNSHIN AQUARIUM
HAKUHODO Tokyo JAPAN
Silver Lion
MISSING CHILDREN
BAOBEIHUIJIA.COM – ‘BABY BACK HOME’ VOLUNTEERS ASSOCIATION / MISSING CHILDREN MOBILE SEARCH APPLICATION
JWT BEIJING CHINA
Silver Lion
TRACK MY MACCA’S
McDONALD’S AUSTRAILA / CORE MENU
DDB Sydney AUSTRALIA
Short List


A03 Networked Mobile Technology

MOBILE ORCHESTRA
AKQA / MOBILE WEBSITE
AKQA New York USA
Silver Lion
WORLD WIDE MAZE
GOOGLE / WORLD WIDE MAZE
PARTY Tokyo JAPAN
Silver Lion
EASY WAY SUBTITLES
EASY WAY LANGUAGE CENTER / EASY WAY SUBTITLES SERVICE
LODUCCA São Paulo BRAZIL
Bronze Lion
WINDOW SHOPPING
ADIDAS / ADIDAS NEO
TBWA\HELSINKI FINLAND
Bronze Lion
DUREXPERIMENT FUNDAWEAR
RECKITT BENCKISER / DUREX
HAVAS WORLDWIDE AUSTRALIA North Sydney AUSTRALIA
Short List
SUPER SYNC SPORTS
GOOGLE / GOOGLE CHROME
GOOGLE CREATIVE LAB London UNITED KINGDOM
Short List
THIRD EYE
STARHUB MOBILE / MOBILE BRANDING
DDB GROUP SINGAPORE SINGAPORE
Silver Lion


A04 Other Technology for Mobile

THE TALKING WINDOW
SKY DEUTSCHLAND / SKY GO
BBDO GERMANY Düsseldorf GERMANY
Short List
GADGET SHOW WORLD
CHANNEL 5 / THE GADGET SHOW
XS2THEWORLD Amsterdam THE NETHERLANDS
Silver Lion
SCORECLEANER
DOREMIR / SCORECLEANER NOTES
MOBIENTO Stockholm SWEDEN
Silver Lion
FULL CONTROL
KDDI CORPORATION / AU 4G LTE
RHIZOMATIKS Tokyo JAPAN
Short List
SELF
ASSOCIATION OF WOMEN FOR ACTION & RESEARCH / GENDER EQUALITY ADVOCACY GROUP
LOWE SINGAPORE SINGAPORE
Short List
MOBILIZING THE 12TH MAN
C. S. HAMMAM-LIF / FOOTBALL CLUB
MEMAC OGILVY LABEL TUNISIA Tunis TUNISIA
Silver Lion
THE TALKING SHOE MOBILE APP
GOOGLE / ADVERTISING
72ANDSUNNY Los Angeles USA
Short List
NATALIA PROJECT
CIVIL RIGHTS DEFENDERS / GLOBAL ASSAULT ALARM SYSTEM FOR HUMAN RIGHTS DEFENDERS AT RISK
RBK COMMUNICATION Stockholm SWEDEN
Silver Lion
THE TRACK-LIST GUEST LIST
BONNIER ART GALLERY / ART GALLERY
DDB STOCKHOLM SWEDEN
Short List


B01 Products

INSTAGRAM MENU
COMODO / COMODO MENU
RAUL X MIHAI X MIHNEA Brooklyn USA
Bronze Lion


B02 Services

NIMBLETANK – A NEW BREED OF WEBSITE FOR A NEW BREED OF AGENCY
NIMBLETANK / NIMBLETANK
NIMBLETANK London UNITED KINGDOM
Silver Lion


B03 Media, Entertainment and Leisure

SCRABBLE WIFI
MATTEL / SCRABBLE
OGILVY FRANCE Paris FRANCE
Silver Lion
BACK TO VINYL
KONTOR RECORDS / KONTOR RECORDS
OGILVYACTION Düsseldorf GERMANY
Short List
BACK TO LIFE
CANAL+ / LES REVENANTS
BETC Paris FRANCE
Short List


B04 Social Media

#WINAGAINSTTHEELEMENTS#
NIKE CHINA / NIKE RUNNING
AKQA Shanghai CHINA
Bronze Lion


B05 Charities, Not for Profit and Public Information

FREE THE FORCED!
UNITED NATIONS ASSOCIATION OF GERMANY / UNITED NATIONS CAMPAIGN AGAINST FORCED MARRIAGE
CHEIL GERMANY Schwalbach GERMANY
Gold Lion
HASHTAG KILLER
WATER IS LIFE / WATER IS LIFE (NON PROFIT)
DDB NEW YORK USA
Short List


C01 Products

KETTLER S-FIT APP
KETTLER / KETTLER RACER S
ICONMOBILE GROUP Berlin GERMANY
Short List
PERFECT PACE
ASICS / APP
BORGHI/LOWE São Paulo BRAZIL
Short List
THE RECORD RE-CALCULATOR
McDONALD’S SWEDEN / HAPPY MEAL
DDB STOCKHOLM SWEDEN
Short List
BLUETOOTH DIAPER ALERT
P&G / HIPOGLOS AMENDOAS ANTI-RASH CREAM
AFRICA Sao Paulo BRAZIL
Short List
GROUP ALARM
YILI MILK / GULIDUO MILK
CHEIL OPENTIDE Beijing CHINA
Short List
UNIQLO WAKE UP
UNIQLO / UNIQLO
PROJECTOR Tokyo JAPAN
Bronze Lion
MURPHY’S WHEN IT RAINS IT POURS
HEINEKEN IRELAND / MURPHY’S IRISH STOUT
PUBLICIS DUBLIN Dublin IRELAND
Bronze Lion
DESIGNATED TEXTER
SAB MILLER / SALVAVIDA
4AM SAATCHI & SAATCHI Tegucigalpa HONDURAS
Short List


C02 Services

SECRET FISHING SPOTS
HUTCHWILCO / SAFETY EQUIPMENT
DDB GROUP NEW ZEALAND Auckland NEW ZEALAND
Bronze Lion
OLD PHONES GIVE NEW LIFE
SINGTEL / PROJECT SILVERLINE, A CORPORATE SOCIAL RESPONSIBILITY INITIATIVE
OGILVY & MATHER SINGAPORE SINGAPORE
Gold Lion
DRIVE AWAKE
PTT / COFFEE SHOP
BBDO PROXIMITY THAILAND Bangkok THAILAND
Silver Lion
WEATHER TO WAKE
METSERVICE / METEOROLOGICAL SERVICE
Y&R NZ Wellington NEW ZEALAND
Bronze Lion
GET CASH
RBS / BANK
SAPIENTNITRO London UNITED KINGDOM
Gold Lion


C03 Media, Entertainment and Leisure

GROLSCH PHOTO MACHINES
GROLSCH / GROLSCH BEER
NAKED COMMUNICATIONS Stockholm SWEDEN
Short List
SCORECLEANER
DOREMIR / SCORECLEANER NOTES
MOBIENTO Stockholm SWEDEN
Gold Lion
SUPER HEROES MOVIE MAKER
LEGO SYSTEMS / LEGO DC UNIVERSE SUPER HEROES
PEREIRA & O’DELL San Francisco USA
Short List
CALVIN HARRIS 18 MONTHS
COLUMBIA RECORDS / CALVIN HARRIS 18 MONTHS ALBUM LAUNCH
WE MAKE AWESOME SH UNITED KINGDOM
Short List
KAIZERVIRUS
KAIZERS ORCHESTRA / VIOLETA VIOLETA VOL.3
ANORAK Oslo NORWAY
Silver Lion


C04 Social Media

MASTERCARD MIYAMO
MASTERCARD / MASTERCARD MIYAMO
R/GA New York USA
Silver Lion


C05 Charities, Not for Profit and Public Information

SAVING YOUR FUTURE
YAHOO JAPAN CORPORATION / DISASTER ALERT APP
YAHOO Tokyo JAPAN
Short List
BHF – MINI VINNIE
THE BRITISH HEART FOUNDATION / CHARITY
GREY LONDON UNITED KINGDOM
Bronze Lion
SECOND LIFE APPS
REBORN / ORGAN DONATION FOUNDATION
DUVAL GUILLAUME MODEM Antwerp BELGIUM
Gold Lion
MISSING CHILDREN
BAOBEIHUIJIA.COM – ‘BABY BACK HOME’ VOLUNTEERS ASSOCIATION / MISSING CHILDREN MOBILE SEARCH APPLICATION
JWT BEIJING CHINA
Gold Lion
LEVEL .06
SYSTEMBOLAGET / THE SWEDISH ALCOHOL RETAIL MONOPOLY
FORSMAN & BODENFORS Gothenburg SWEDEN
Bronze Lion


D01 Tablets and Other Devices

THE SINGING ALPHABET
THE MINISTRY OF LETTERS / OPERATION ALPHABET
MOTHER London UNITED KINGDOM
Short List
FLY DELTA
DELTA AIR LINES / AIR TRAVEL
AKQA New York USA
Bronze Lion
WWF TOGETHER
WORLD WILDLIFE FUND / WORLD WILDLIFE FUND
AKQA Washington USA
Bronze Lion
NECOMIMI
DENTSU,INC. / NECOMIMI
DENTSU Tokyo JAPAN
Bronze Lion
CLOUDS OVER CUBA
THE JFK PRESIDENTIAL LIBRARY & MUSEUM / CUBAN MISSILE CRISIS 50TH ANNIVERSARY
THE MARTIN AGENCY Richmond USA
Silver Lion
THE SOCIAL HOME TOUR
CARVALHO HOSKEN / CARVALHO HOSKEN
ARTPLAN Rio de Janeiro BRAZIL
Short List
TOOTHBRUSH GAMES
LZG – NATIONAL GERMAN CENTRE FOR HEALTH INFORMATION / APPLICATION FOR EDUCATION
OGILVY GERMANY Frankfurt GERMANY
Bronze Lion


E01 Products

QUATTRO EXPERIENCE
AUDI / QUATTRO
ZULU ALPHA KILO Toronto CANADA
Short List
JACKFLUSH BRAHVA
BRAHVA BEER / BRAHVA BEER
EL TAIER / TRIBU DDB Guatemala City GUATEMALA
Silver Lion
STREET QUEST
VOLKSWAGEN / CORPORATE
OGILVY & MATHER CAPE TOWN SOUTH AFRICA
Short List


E02 Services

WORLD WIDE MAZE
GOOGLE / WORLD WIDE MAZE
PARTY Tokyo JAPAN
Gold Lion


E03 Media, Entertainment and Leisure

TOUR DU SOFA
SKODA / SKODA
ACHTUNG! Amsterdam THE NETHERLANDS
Bronze Lion


F01 Products

THE BRIGHTEST ONLINE AD
LUPINE LIGHTING SYSTEMS // BIKE DIGITAL / OUTDOOR HELMET/CYCLING LAMPS // MOUNTAINBIKE SPECIAL INTEREST MAGAZINE
PUBLICIS MUNICH GERMANY
Bronze Lion
SCREENSHOT
AUDI / AUDI R8
ALMAPBBDO São Paulo BRAZIL
Bronze Lion


F03 Media, Entertainment and Leisure

INSTAGRAM TAKEOVER
SWISS INTERNATIONAL AIRLINES / SWISS INTERNATIONAL AIRLINES
SERVICEPLAN Munich GERMANY
Short List


F04 Charities, Not for Profit and Public Information

CRASH
PEUGEOT / SAFE DRIVING
Y&R SÃO PAULO BRAZIL
Silver Lion


G01 Messaging Campaigns, including SMS, MMS and Mobile EmailMessaging Campaigns, including SMS, MMS and Mobile Email

TXTBKS
SMART COMMUNICATIONS / SMART PUBLIC AFFAIRS
DDB DM9JAYMESYFU Makati City THE PHILIPPINES
Grand Prix
SOS BY SMS
OBRA DO BERCO / OBRA DO BERCO – PRO BONO DAYCARE FOR CHILDREN
DDB BRASIL São Paulo BRAZIL
Bronze Lion


H01 BEST INTEGRATED CAMPAIGN LED BY MOBILE

EASY WAY SUBTITLES
EASY WAY LANGUAGE CENTER / EASY WAY SUBTITLES SERVICE
LODUCCA São Paulo BRAZIL
Bronze Lion
FREE THE FORCED!
UNITED NATIONS GERMAN CHAPTER / UNITED NATIONS CAMPAIGN AGAINST FORCED MARRIAGE
CHEIL GERMANY Schwalbach GERMANY
Silver Lion
SECRET FISHING SPOTS
HUTCHWILCO / SAFETY EQUIPMENT
DDB GROUP NEW ZEALAND Auckland NEW ZEALAND
Silver Lion
THE LET’S CAFE MY LATTE ART PROJECT
FAMILY MART / LET’S CAFE
JWT TAIWAN Taipei CHINESE TAIPEI
Short List
MOBILIZING THE 12TH MAN
C. S. HAMMAM-LIF / FOOTBALL CLUB
MEMAC OGILVY LABEL TUNISIA Tunis TUNISIA
Silver Lion
MISSING CHILDREN
BAOBEIHUIJIA.COM – ‘BABY BACK HOME’ VOLUNTEERS ASSOCIATION / MISSING CHILDREN MOBILE SEARCH APPLICATION
JWT BEIJING CHINA
Silver Lion


I01 Interface & Navigation

WORLD WIDE MAZE
GOOGLE / WORLD WIDE MAZE
PARTY Tokyo JAPAN
Silver Lion
OLD PHONES GIVE NEW LIFE
SINGTEL / PROJECT SILVERLINE, A CORPORATE SOCIAL RESPONSIBILITY INITIATIVE
OGILVY & MATHER SINGAPORE SINGAPORE
Short List
BIRDSEYE
DE-DE / EMAIL APPLICATION
DE-DE New York USA
Short List


I02 Best Visual Design/Aesthetic

WWF TOGETHER
WORLD WILDLIFE FUND / WORLD WILDLIFE FUND
AKQA Washington USA
Silver Lion
CLOUDS OVER CUBA
THE JFK PRESIDENTIAL LIBRARY & MUSEUM / CUBAN MISSILE CRISIS 50TH ANNIVERSARY
THE MARTIN AGENCY Richmond USA
Bronze Lion
CALENDARWATCH
DENKWERK / CALENDARWATCH
DENKWERK Cologne GERMANY
Short List
SINGULAR MASTERPIECE
VOLKSWAGEN / VOLKSWAGEN PHAETON
OGILVY BEIJING CHINA
Short List
MIRRORWORLD
CORNELIA FUNKE / IPAD APP
MIRADA Los Angeles USA
Silver Lion


I03 Best User Experience

WWF TOGETHER
WORLD WILDLIFE FUND / WORLD WILDLIFE FUND
AKQA New York USA
Bronze Lion
KETTLER S-FIT APP
KETTLER / KETTLER RACER S
ICONMOBILE GROUP Berlin GERMANY
Short List
CLOUDS OVER CUBA
THE JFK PRESIDENTIAL LIBRARY & MUSEUM / CUBAN MISSILE CRISIS 50TH ANNIVERSARY
THE MARTIN AGENCY Richmond USA
Gold Lion
THE WORLD’S FIRST INTERACTIVE OBITUARY
FUNERARIAS J. GARCIA LOPEZ / FUNERARIAS J. GARCIA LOPEZ
GANEM GROUP Mexico City MEXICO
Short List
PENGUIN NAVI
SUNSHINE CITY CORPORATION / SUNSHIN AQUARIUM
HAKUHODO Tokyo JAPAN
Bronze Lion
MOBILIZING THE 12TH MAN
C. S. HAMMAM-LIF / FOOTBALL CLUB
MEMAC OGILVY LABEL TUNISIA Tunis TUNISIA
Short List
YOUR KIDS FIRST EMAIL
MAILY / YOUR KIDS FIRST EMAIL
FONK Amsterdam THE NETHERLANDS
Short List


I04 Best Content created for Mobile

MOBILE ORCHESTRA
AKQA / PRODUCT
AKQA New York USA
Short List
FLY DELTA
DELTA AIR LINES / AIR TRAVEL
AKQA Washington USA
Short List
MIRRORWORLD
CORNELIA FUNKE / IPAD APP
MIRADA Los Angeles USA
Short List

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