Award Categories – Mob-Ex Awards


1. Best Use of Mobile – Branded Content

Recognises best use of mobile and/or web apps produced by companies which make innovative use of their own content to effectively engage audiences. Content has to be commissioned by a brand or an organisation to communicate its marketing messages to its targeted audience via mobile web/apps.

2. Best Use of Mobile – Customer Engagement

Recognises organisations that best demonstrate the use of mobile to build strong relationships with consumers, strengthening customer loyalty and/or leading to an increase in customer retention.

3. Best Use of Mobile – Financial Services

Recognises best use of mobile and/or web apps in the finance services field that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.

4. Best Use of Mobile – Food and Beverage

Recognises best use of mobile and/or web apps in the food and beverage industry that are best designed to increase brand proposition, subscription and customer engagement. This category is also open to table reservation and/or food delivery mobile and/or web apps. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.

5. Best Use of Mobile – Insurance Services

Recognises mobile and/or web apps in the insurance services field that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.

6. Best Use of Mobile – Lifestyle/Entertainment

Recognises mobile and/or web apps that are best designed to promote lifestyle and entertainment in sports, travel and music to engage with their targeted audience. Judges will be looking for engaging content and user-friendly interfaces to increase brand proposition, subscription and customer engagement.

7. Best Use of Mobile – Media

Recognises the best use of mobile and/or web apps by media owner(s) which presents content in an innovative, interesting and informative way, fully utilising the mobile platform. The entrant should provide a seamless experience moving from traditional media to mobile for customers or they can provide a standalone mobile media experience.

8. Best Use of Mobile – Property

Recognises the best use of mobile and/or web apps from the property industry that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.

9. Best Use of Mobile – Retail

Recognises best use of mobile and/or web apps in the retail industry that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.

10. Best Use of Mobile – Telecommunication

Recognises best use of mobile and/or web apps in the telecommunication industry that are best designed to increase brand proposition, subscription and customer engagement. Judges will be looking for engaging content and user-friendly interfaces that can achieve the above-mentioned.

11. Best Customer Journey

Recognises the best effective and innovative campaign that offer a seamless customer-centric intuitive experience to customers throughout the customer journey, and which deepen customer engagement. Judges will be looking at how the customer journey makes the customers interact with the brand in an easy manner, along with call for actions with multiple touch-points or channels.

12. Best Insight-Driven Mobile Campaign

Recognises the most outstanding use of infographics, insights, analytics and/or research as a foundation of a mobile campaign and draws unique business insights to drive business outcomes. Judges will be looking at how data has been crucial in driving the campaign’s core objects. Entrants should illustrate the details of the target audience and how they were engaged via the mobile campaign. This category is open to any one-off or ongoing campaign or initiative, where research may take place outside the eligibility period.

13. Best Mobile Advertising Strategy

Recognises the most comprehensive mobile advertising strategies across all content from all business sectors. Entrant should demonstrate the creative ideas of users’ acquisition, activation, retention and deliver personalize experiences that target the right users while driving strong commercial value to clients.

14. Best Mobile-Based Launch/Rebranding

Recognises the best use of mobile marketing for the first launch of a new product/service via mobile or the relaunch of an existing product/service. Judges will be looking for the role and overall contribution of mobile that drove the brand’s core business objective. This category is open to any one-off or ongoing campaign or initiative.

15. Best Original Content

Recognises the best original content created specifically for mobile platforms of a brand or organisation. This could include branded games, video episodes or any other content designed to entertain as well as increase brand interaction and awareness.

16. Best Result-Driven Mobile Campaign

Recognises the most outstanding mobile campaign that demonstrated how it used infographics, insights, analytics and/or research to drive significant results in achieving the business goal. Judges will be looking at the effectiveness of the data of the targeted audience for achieving the business goal.

17. Best Use of Interactive Media

Recognises the mobile and/or web apps that successfully engaged consumers using entertaining and engaging content in the form of a game, competition or other interactive media forms such as virtual and augmented reality. Judges will be looking for how an interactive mobile solution enhanced the brand experience and drove business objectives. We welcome entries from sophisticated mobile gaming, VR, AR and related apps created by highly creative developers, agencies and client marketers.

18. Best Use of KOL

Recognises the outstanding collaboration of KOLs (key opinion leaders) and brands in a mobile/web app. Entrants should show strong evidence of how the KOLs played a prominent role in the conception and/or execution of the campaign and how they generated benefits to the business.

19. Best Use of Mobile Integration

Recognises excellence in the use of mobile marketing as part of a broader campaign, including online and offline platforms. Mobile should be an integral part of the campaign and a key driver of the marketing objectives. Integrated mobile work should highlight the unique communication between the given platforms.

20. Best Use of Social Media

Recognises the intelligent, creative and effective use of social platforms in a mobile campaign. Judges will be looking for kick-ass relationship building, lead generation, engagement, and a deeper connection with existing clients.

21. Best Use of UX/UI Design

Recognises mobile campaigns that have been designed to provide a truly seamless and intuitive user interface as well as user experience. Entrants must demonstrate how it put the targeted user at the centre, set an industry standard of excellence with an innovative design and made ease-of-use a high priority.

22. Most Engaging Mobile Campaign

Recognises mobile campaigns that generated an immediate response from their targeted consumers, and enhanced audience reach. Examples of a desired response might include, but not be limited to, purchase, redeeming a coupon, checking-in or voting. This category is open to any one-off or ongoing mobile marketing campaign.

23. Most Innovative Use of Mobile

Recognises the creative, innovative and successful use of mobile platforms. Judges will be looking for true originality and compelling innovative uses of the mobile medium that benefited consumers with new levels of functionality, access, value and convenience which pushed the boundaries and truly utilised new technology.

24. Most Innovative Use of Mobile Technology

Recognises the best use of any innovative mobile technology to activate or enhance a marketing strategy, long or short-term campaign or a one-off execution. Judges are looking for the creative and effective use of mobile technology to achieve marketing outcomes.