Commentary
Mobile Campaign
- by Staff Writers , September 6, 2007
Consumers are never without their mobile phones for long, so marketers have every reason to reach them on the devices.
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WINNER *
* CREATIVE BREAKTHROUGH *
THE HYPERFACTORY
OGILVY HONG
KONG
AURA INTERACTIVE AUSTRALIA
Motorola
The Hyperfactory Hong Kong: Geoffrey Handley, New Business Director; Howard
Hunt, Regional Account Director; Munagala Srinivas Rao, Solutions Architect
Ogilvy Hong Kong: Nils Andersson, Group Executive Creative Director; Jason Aspes, Creative Director;
Bo Deng, Art Director; Shannon Tham, Senior Art Director; Keith Capella, Regional Business Director; Patsy Lo, Regional Account Director; Karen Lee, Associate Account Director; Samantha Chow, Account
Executive.
Aura Interactive Australia: Adam Dunne, Director
For the launch of a new wing, Hong Kong International Airport held an agency competition for the best use of the large digital screens in the new facility. The winning campaign, developed by The Hyperfactory and Ogilvy HONG KONG on behalf of Motorola, let travelers say goodbye to loved ones by using their mobile phones to post photos of themselves with goodbye messages on the big screens. The campaign also featured video farewells from David Beckham and Cantonese pop star Jay Chou beamed to the airport via Bluetooth technology.
IPSH!
Bud Light
Ipsh!:
Melissa Gena, General Manager; Aaron Watkins, Business Development; Christian Thompson, Engineering; Ken Singer, Account Manager
Anheuser-Busch: Pamela Jordan, Manager,
Interactive Marketing; Tim Murphy Sr. Director, Digital Marketing; Julia Mize, Bud Light Product Manager; Rick Leininger, Sr. Director, Bud Light Brand Management
Seeking to create a viral effect, the Apologybot 3000 campaign created by Ipsh around the Super Bowl incorporated television, online ads, a microsite, and mobile text messaging. The mobile effort let consumers opt-in to rate Anheuser-Busch Super Bowl commercials and view them on their cell phones. It also invited users to go to a mobile site to create and send their own apologies.
STARCOM MEDIAVEST GROUP
Sprite
Starcom MediaVest Group: Damon Bethel, Digital Director;
Jonathan Hsia, Digital Associate Director; Tracey Paull, Digital Manager; Erica Rosengart, Connections Director; Ina Watkins, Connections Associate Director; Chris Owen, Connections Manager
Coca-Cola North America: Mel Clements, Sr. Interactive Brand Manager; Laurie Clark, Strategic Media Manager; Malaika Dowdell, Brand Manager
