Award Winners’ Spotlight: Most Effective Mobile Advertising Campaign

By David Murphy

John Lewis Bear and Hare

As the deadline for the 2015 Effective Mobile Marketing awards draws closer – it’s now less than seven weeks away – we are turning the spotlight on some of last year’s winners, looking at why the judges felt they deserved to win an award.

First up, let’s look at John Lewis and Manning Gottlieb OMD’s Christmas Bear and Hare campaign, which picked up two awards: Most Effective Brand Campaign, and Most Effective Mobile Advertising Campaign overall.

John Lewis is famous for its Christmas ads in the UK of course. Whatever the media spend, you could argue the campaign pays for itself in the number of column inches it generates each year, and it has sparked a fierce rivalry among other department stores and grocery retailers to have the most memorable, best-loved Christmas ad.

For its Christmas 2013 campaign, John Lewis and Manning Gottlieb OMD created the ‘Bear and Hare’ campaign, in which the bear, who has never seen Christmas, goes off to a cave to hibernate for the winter, but wakes up on Christmas morning to find a present from his companion the hare. Upon which, he comes out of the cave and joins the rest of the animals enjoying themselves around the …read more

Source:: Mobile App News