Category 1: Mobile Entertainment Awards

1d) Best Mobile Advertising or Marketing

About this category:

As the new mass market medium to reach consumers on an unprecedented level, brands are employing Mobile Advertising as a key component of their digital marketing mix, to deliver greater cut through and a rapid return on investment.

As mobile phones outnumber televisions by over 2 to 1, Internet users by nearly 4 to 1, and the total laptop and desktop PC population by more than 4 to 1, advertisers in many markets are rushing to innovate and utilize the medium.

The aim of the Best Mobile Advertising or Marketing award is to recognise Asian leadership, and showcase 'hot' campaigns that are driving the emergence of this new sector. The judges will shortlist three to five entries in this category, with one winner announced at the Mobile Asia Congress in Hong Kong on Wednesday 18th November 2009.

Note! This year's winners in the Asia Mobile Awards will gain an automatic nomination (short listing) for the GSMA's Global Mobile Awards in 2010.

The Global Mobile Awards will be presented at the world's leading mobile communications event, the Mobile World Congress in Barcelona, Spain in February 2010.

Eligibility:

The category is open to mobile operators, advertising or marketing agencies, and brand owners that have deployed effective marketing or advertising campaigns in Asia. Joint entries from brand owners/ advertising agencies/mobile operators are welcome.

The entered campaign must have been commercially available on one or more Asian market* between 30th November 2008 and 15th September 2009 (the deadline for the awards at 5.00pm Hong Kong time). Please provide evidence to support this such as launch date of the campaign, including details of Asian countries or regions where the campaign is available, together with reviews and statistical evidence of market success.

*See Rules of entry for description of Asian region

Judging criteria:

The judges will be looking at how well the entered campaign meet the key criteria, as follows:

• How well has the entered campaign met its stated objectives
• How the entry demonstrates creative, impactive, high quality production relative to the small screen format
• How the entry leverages the unique characteristics of the mobile medium, and/or integrates with other media, e.g. online, to achieve its objectives
• Innovative conveyance of the key advertising message
• Demonstrates responsible approaches to protecting users from unwanted, obtrusive or offensive content
• Interactive response rates achieved as part of the trial or campaign
• Evidence of audience impact e.g. evidence of market success

Entry forms, supporting materials & formats:

All entries must be submitted by Tuesday 15th September 2009 (5pm Hong Kong time).

In order to ensure a consistent approach for our judges, entries must be submitted using the Mobile Advertising Award or Marketing entry form. For entry format and process for submission of commercials, see below.

Entrants are expected to submit links to on line supporting materials illustrating their specific advertising campaign. These can be either a .jpg, .gif, .tif, .bmp (for pictures), most common video formats or .ppt for powerpoint.

An additional email upload facility will be provided via a link in your confirmation email once your entry has been submitted. You will have the ability to email 3 additional files to accompany your entry up to a maximum file size of 10MB each.

Specific Entry Form Questions:

On the entry form, in addition to submitting contact and company information, you will be asked to answer the following questions (maximum text/character length for your answers also shown in brackets below):

• What is the brand name of your marketing or advertising campaign? (100 characters = approx 20 words)
• Is this a joint entry? If so. Who are the partnering organisations? (100 characters = approx 20 words)
• What are/were the objectives of the campaign? (1000 characters = approx 170 words)
• When was the campaign launched, and in what Asian markets has it been deployed so far? (1000 characters = Approx 170 words)
• What is the size of campaign in terms of target market size? (1000 characters = approx 170 words)
• What is the basic business model? What is new, innovative or unique about this campaign? (1000 characters = approx 170 words)
• Please describe how this campaign was delivered in an unobtrusive, and responsible manner (1000 characters = approx 170 words)
• Please provide specific impact evidence to demonstrate the success of the campaign against these objectives, such as increased awareness or downloading behaviour. (1000 characters = approx 170 words)
• How does the entered campaign best leverage the mobile medium, and/or integrate with other media e.g. online, to achieve its objectives? (1000 characters = approx 170 words)

Please note: Use URLs when they are specific/ relevant to the category and will help judges further understand your entry, but due to the number of entries received, judges will not have time to surf company websites looking for further information on the entered product/service or initiative.