Australian Mobile Awards Open
The search has begun for Australia’s best mobile marketing campaigns and content for ADMA’s Mobile Marketing and Advertising Awards 2006
Run by the Australian Direct Marketing Association (ADMA) and its Mobile Marketing Council, the awards aim to celebrate and promote the best use of mobile marketing in Australia. The MMA Awards are open to mobile marketing campaigns and applications that have successfully incorporated the use of SMS, MMS and other new mobile technology within their campaigns over the past 12 months.
Formed in 2002, the MMA Awards have become one of the most coveted industry awards to win and have been successful in attracting a significant increase in both entrants and attendees each year. Last year’s entries in particular spanned a much wider range of industry sectors, demonstrating the acceptance of mobile as a viable channel for reaching a wide range of target audiences. Moving beyond the youth market, highly innovative and highly effective applications are now being seen in such diverse sectors as fundraising, banking, wine and events, with last year’s Best of Show award going to Grinspoon Concerts – Triple redemption m-ticket by Aura Digital Communications, that was also shortlisted for the 2005 160 Characters Awards.
Categories
Categories for this year’s MMA Awards have been revamped from last year, in order to reflect the ever-evolving nature of this sector and related technologies. Categories for 2006 are:
* В· Best use of mobile in CRM
* В· Best use of emerging mobile technology
* В· Best promotional or marketing campaign
* В· Best use of mobile with interactive media
* В· Most effective business application
* В· Best application of mobile payment
* В· Most creative mobile solution
* В· Best of show
* · The �One to Watch’ award
Two new award categories for 2006
* В· Best consumer content offering
* В· Mobile Marketer of the Year
Rob Edwards, CEO of ADMA said: “Last year’s awards entries showed that mobile marketing has moved on from the traditional use in youth-focused brands and is now being applied effectively in a whole variety of industry sectors.
Our new category for this year �Best consumer content offering’ will open up the awards programme to a whole new area of mobile applications. The integration of mobile content offerings with other marketing efforts is achieving real results in terms of brand reach and data capture. ”
The judging panel includes some quite high profile figures in the mobile space as well interactive media. Chairman of Judges, Cliff Rosenberg of Clear Light Digital (Former MD of Yahoo!) said: “The marketing mix has changed radically over the last few years and the buzz in the industry is the migration of eyeballs and ad dollars from the big screen in our living rooms to the small screens on our desks and in our hands! This phenomenon is written up almost daily and has been spurred on by the radical evolution in convergent device capabilities, high speed mobile networks, plus one of the highest mobile handset adoption rates in the world. ”
This year’s Awards presentation will be held in Sydney on Thursday 5 October 2006.
Entries close on Friday 11 August 2006 and a template for entries including all instructions is available at: www.mmaawards.com
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