The second year of the Mobile Lions category has shed light on the different kind of ideas that can be executed in the mobile advertising domain. For Juror Justin Baird, Founder Partner, JumpTank in Australia, one of the key trends that stood out for the category was re-birth.
In a conversation with DMA, Baird explained that there were a number of dimensions that the jury looked at to arrive at work that would truly fall in mobile advertising. The first was the fundamental, which is the idea, and then its right creative execution. “Then there was mobile relevance,” added Baird, and elaborated, “Some ideas are great but they did not have the same kind of experience if you were on another platform like the PC – so the consistency of the quality of engagement was important too. Finally, it is about the value – what are the things that you give back to the consumer and it could be anything from entertainment and knowledge to utility but there has to be a takeaway since that is one criterion inherent to a medium like mobile.”
An example of utility was the ‘Missing Children’ app done for Baobeihuijia.Com – ‘Baby Back Home’ Volunteers Association by JWT Shanghai. “It was very difficult to find information on that in the beginning so we had done some extensive research for looking at things in the background, and it was just an astounding entry. It used technology to enable a new connection and find missing children, providing value for parents,” said Baird.
Baird agreed that not enough paid work was seen in the category and observed, “The monetisation of mobile itself is difficult. It is the standard publisher – advertiser model. And it stems back to the value proposition of what is it that would motivate someone enough to install an app on the phone, and make people pay for it. What you give back to the user in mobile is crucial, and this was one of the reasons why every one of these works that were entered were a discussion and a debate.”
The one trend that he found common in some of the winning works was the ability to take an existing platform and re-engineer it in a manner that would be interesting and be of value. Ogilvy & Mather’s work for SingTel ‘Old Phones Give New Life’ in Singapore is one example. The Grand Prix too was on the same fundamental of taking the existing routine of textbooks in its print format and re-presenting it in a text format for student, that DDB DM9.JaymeSyfu did for Smart Communications. The entry ‘Reborn’ from Duval Guillaume Modem Antwerp in Belgium was on similar lines.
“It was actually great to see that. These entries took technology and reused it for something new and something relevant. It was driving innovation to re-create an existing entity which once again stresses on the power of the idea than just strong use of technology,” summed up Baird.