Adsmovil earned three Smartie Awards from the Mobile Marketing Association last night, including a Gold for raising brand awareness for the ice-cream company Magnum. In addition to the LATAM Gold, Adsmovil also won two LATAM Bronze medals, out of four nominations.
Adsmovil’s Gold Medal cited its “Innovation with Rich-Media and Location in a Mobile Campaign” for its work driving customers into the stores of Magnum Unilever in Ecuador with an interactive banner that enabled users to customize ice-cream bars on their phones and then pick up their bars at the store. More details are available in this brief video: http://bit.ly/MAGNUMCASE2 (The same campaign won a Festival of Media LATAM award late last week.)
Adsmovil also won Bronze Medals for the categories of “Location Based” and “Product/Services Launch,” for launching a Reckitt Benckiser product, Amopé, in Brazil.
“The Smarties is the most prestigious award within our mobile marketing industry and we'll keep building it stronger and stronger each year,” said Mobile Marketing Association LatAm Managing Director Fabiano Destri Lobo. “It's a great pleasure to host so many great success stories from LatAm companies such as Adsmovil.”
“By offering our target audience a unique experience, we achieved a high engagement rate and drove all kinds of store visits,” said UL Middle Americas – Initiative Agency Digital Director Elkin Rodriguez. “This was the first campaign for us of its kind, and it proved to us that rich-media banner ads, done right, remove the need to spend unnecessary money on special sites or applications. The gold medal serves as a fitting reflection of the campaign’s success.”
The Amope campaign marked the first time that Reckitt Benckiser had launched this kind a product in a mobile environment in Brazil. The average click-through rate on that campaign was four times bigger than the same campaign on web, and 26% of the product’s sales happened via a mobile device.
“Our team is thrilled to receive these three awards from MMA,” said Adsmovil CEO Alberto “Banano” Pardo. “Helping Magnum double the world record of ice-cream bars sold in a store on a single day, and introducing Amopé to its very first customers — we’re always proud to help brands grow, and so pleased that the MMA has recognized our work.”
Last year Adsmovil won a Smartie in the “Location-Based” category for a campaign involving the Reckitt Benckiser brand SBP (Brazil).