Innovation Gold winner
- Koushi Chemical Industry | “Shellmet” by TBWA\Hakuhodo (Japan).
Mobile Lions
Argentinian delivery app PedidosYa and agency Gut Buenos Aires won a Mobile Lions Grand Prix after sending out 6 million messages guised as faulty order confirmations.
Instead of tracking the status of a meal they didn’t order, the app queued the notification for the exact moment the Argentina team’s plane from Qatar left the ground, allowing fans to follow their journey home in real time. On the day of the campaign, #PedidosYa racked in 32% more social mentions than #LioMessi.
Shannon Washington, Mobile Lions jury president and U.S. chief creative officer of connected communications at R/GA USA, admired the brand’s “bravery” in executing a campaign of this reach without media investment.
“You don’t see Messi anywhere in the experience, but what you see is the ability to use mobile technology and a native feature at that to tap into the heart and soul of a nation,” she said.
Mobile Gold winners
- Renault | “Plug-Inn” by Publicis Conseil (France)
- Congresso Em Foco | “Transparency Card” by AKQA (Brazil)
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