Award Categories

Channels & Initiatives

1. Best App Install Campaign

This category recognises the best campaign designed to promote app installations and drive downloads. Judges will be looking for examples of the strategies employed and the results achieved over the campaign period.

2. Best Awareness Campaign

This category recognises mobile campaigns and initiatives that were designed to grow brand recognition, brand recall, and brand familiarity. Judges will be looking for examples of improved brand awareness post the campaign period.

3. Best Campaign – Sustainability-Focused NEW

This category recognises mobile campaigns that promote sustainability measures (e.g., environmental, and financial sustainability etc). Judges will look for campaigns that drive awareness and inspire action towards sustainable practices, with measurable impact in these areas.

4. Best Direct to Consumer Campaign

This category recognises campaigns that successfully engaged consumers. The entry should demonstrate how the campaign yielded a positive response in the form of new leads, sales, conversions, trials, or repeat customers. Judges will be looking for examples of how this was achieved using the mobile platform.

5. Best Insights-Driven Mobile Campaign

This category recognises the most outstanding use of data, insights, analytics, and/or research behind a mobile campaign. Judges will be looking at how data has been crucial in driving the campaign’s core objectives. Entrants should illustrate the details of the target audience and how they were engaged via the mobile campaign. This category is open to any one-off or ongoing campaign or initiative, where research may take place outside the eligibility period.

6. Best Launch/Relaunch

This category recognises the best use of mobile marketing for the first launch of a new product/service or the relaunch of an existing product/service. Judges will be looking for the role and overall contribution of mobile that drove the brand’s core business objective. This category is open to any one-off or ongoing campaign or initiative.

7. Best Mobile Advertising Strategy

This category recognises the most comprehensive mobile advertising strategies across content from all business sectors. Judges will be focusing on the campaign’s strategic foundation and effectiveness. This category is open to any one-off or ongoing campaign or initiative.

8. Best Mobile AI and Chatbot Integration

This category acknowledges outstanding integration of mobile AI and chatbots into marketing strategies. Judges will assess the extent to which AI-driven chatbots have been leveraged to engage, assist, and enhance the mobile user experience. Entrants should showcase the innovative use of AI and chatbots to achieve marketing objectives, such as improved user engagement, lead generation, or customer support.

9. Best Mobile Campaign for a Specific Audience

This category recognises the most effective campaigns for engaging and nurturing a specific target audience. Judges will be focusing on the campaign’s strategic foundation and effectiveness. This category is open to any one-off or ongoing campaign or initiative.

10. Best Mobile Gamification Campaign NEW

This category recognises mobile campaigns that creatively incorporate gamification elements to engage, motivate, and enhance user experience. Judges will look for campaigns that use game mechanics, such as challenges, rewards, and competition, to drive customer interaction, increase brand engagement, and deliver measurable results.

11. Best Mobile Growth Strategy

This category recognises the best use of mobile marketing as the most efficient routes to business/market growth. Judges will be looking for thought leadership and success in all facets of your business, from marketing, customer experience, design and product that drove the brand’s market growth. This category is open to any one-off or ongoing campaign or initiative.

12. Best Mobile Storytelling Campaign

This category recognises mobile campaigns that excel in the art of storytelling. This category celebrates initiatives that have effectively harnessed the mobile platform to craft and deliver compelling narratives. Entrants should demonstrate how their storytelling campaigns have captivated audiences, communicated brand values, and driven engagement or conversions on mobile platforms.

13. Best Mobile Viral Marketing Campaign

This category applauds mobile marketing campaigns that have gone viral, spreading like wildfire across digital landscapes. Judges will evaluate the strategies employed to create contagious content that resonates with mobile users. Entrants should showcase how their viral campaigns achieved remarkable reach, engagement, and brand visibility through mobile channels.

14. Best Original Content

This category recognises the best original content that included the mobile platform as part of its execution. This could include branded games, video episodes or any other content designed to entertain as well as increase brand interaction and awareness.

15. Best Results-Driven Mobile Campaign

This category recognises the most outstanding mobile campaigns based on data, insights, analytics and/or research for driving the client’s core objectives. Judges will be looking at the effectiveness of the data of the targeted audience for achieving the business goal. This category is open to any one-off or ongoing campaign or initiative.

16. Best Use of Display Advertising

This category recognises the best use display banners or rich media as part of a mobile marketing campaign. Judges will be looking for well-considered propositions or calls-to-action that resonated with its target audience, as well as above-average performance and/or ROI. This category is open to any one-off or ongoing campaign or initiative.

17. Best Use of Geofencing

Recognises the best use of geo-targeting and location-based marketing campaigns that leveraged geographical or other forms of location-sensitive data. Judges will be looking at role location played in contributing to a successful outcome. This category is open to any one-off or ongoing campaign or initiative.

18. Best Use of In-App Advertising

This category recognises the best use of advertising in-mobile applications. Judges will be looking for well-considered propositions or calls-to-action that resonated with its target audience, as well as above-average performance and/or ROI. This category is open to any one-off or ongoing campaign or initiative.

19. Best Use of Interactive Media / AR & VR

This category focuses on how a mobile device successfully engaged consumers using entertaining and engaging content in the form of a game, competition, or other interactive media forms such as virtual and augmented reality. Judges will be looking for how an interactive mobile solution enhanced the brand experience and drove business objectives. We welcome entries from sophisticated mobile gaming, VR, AR, and related apps created by highly creative developers, agencies, and client marketers.

20. Best Use of KOLs / Influencers

This category focuses on the outstanding collaboration of Key Opinion Leaders and brands in a mobile/web app. Entrants should show strong evidence of how KOLs played a prominent role in the conception and/or execution of the campaign and how they generated results against campaign objectives. This category is open to any one-off or ongoing campaign or initiative.

21. Best Use of Mobile Commerce

This category recognises organisations that have successfully leveraged mobile technology to enhance the customer shopping experience and drive sales using mobile apps or mobile-optimised websites. Entrants should demonstrate a clear strategy for utilising mobile commerce to reach and engage customers, resulting in significant growth in sales and customer satisfaction.

Judges will be looking for innovative uses of mobile technology to improve the customer journey, streamline the checkout process, and enhance the overall mobile shopping experience.

22. Best Use of Mobile for Social Impact NEW

This category recognises mobile campaigns that leverage the power of mobile technology to address social issues and create positive community change. Judges will look for campaigns that promote social good, raise awareness, and drive tangible action or measurable impact in areas such as health, education, equality, or social justice.

23. Best Use of Mobile Integration

This category recognises excellence in the use of mobile marketing as part of a broader campaign, including online and offline platforms. Mobile should be an integral part of the campaign and a key driver of the marketing objectives. Integrated mobile work should highlight the unique communication between the given platforms. This category is open to any one-off or ongoing campaign or initiative.

24. Best Use of Mobile-Customer Engagement

This category recognises organisations that best demonstrate the use of mobile and/or web apps to build strong relationships with consumers, strengthening customer loyalty and/or leading to an increase in customer retention. This category is open to any one-off or ongoing campaign or initiative.

25. Best Use of Personalisation

This category recognises organisations that have effectively used mobile marketing to deliver highly personalised and relevant experiences to their customers.

Judges will be looking for a clear strategy for leveraging customer data and mobile technology to create tailored and personalised experiences that drive engagement and conversion. This category is open to any one-off or ongoing campaign or initiative.

26. Best Use of Promotions

This category recognises the best use of promotions via the mobile platform. Judges will be looking for the specific special offer, discount or call to action that was promoted for the purpose of garnering an audience response. This category is open to any one-off or ongoing campaign or initiative.

27. Best Use of Real-Time Marketing

This category recognises organisations have successfully leveraged mobile technology to deliver real-time marketing campaigns that engage customers in the moment.

Judges will be looking for a clear strategy for using mobile technology to deliver relevant and timely content, offers and promotions to customers through push notifications, SMS, or in-app messaging. The winner will have effectively used real-time marketing to increase customer engagement, drive sales, and improve customer loyalty. This category is open to any one-off or ongoing campaign or initiative.

*Was previously “Best Use of Real Time Marketing”

28. Best Use of Social Channels

This category recognises the intelligent, creative, and effective use of social platforms for mobile users. Judges will be looking for kick-ass relationship building, lead generation, engagement, and/or a deeper connection with existing customers. This category is open to any one-off or ongoing campaign or initiative.

*Was previously “Best Use of Social”

29. Best Use of Video

This category recognises the most powerful use of video on the mobile platform. Judges will be looking for campaigns that leveraged mobile to yield great results against campaign objectives. This category is open to any one-off or ongoing campaign or initiative.

30. Best User Experience

This category recognises mobile campaigns which gave consumers a truly seamless and intuitive experience to achieve marketing objectives. Entrants must demonstrate a strategy which put the targeted user at the centre, set an industry standard of excellence with an innovative design and made ease-of-use a high priority.

31. Most Engaging Mobile Campaign

This category recognises mobile campaigns that generated an immediate response from their targeted consumers, and enhanced audience reach. Examples of a desired response might include, but not be limited to, purchase, redeeming a coupon, checking-in or voting. This category is open to any one-off or ongoing mobile marketing campaign.

32. Most Innovative Use of Mobile

This category recognises the creative, innovative, and successful use of the mobile platform. Judges will be looking for true originality and compelling innovative uses of the mobile medium that benefited consumers with new levels of functionality, access, value, and convenience. This category is open to any one-off or ongoing mobile marketing campaign.

33. Most Innovative Use of Mobile Technology

This category recognises the use of any innovative mobile technology to activate or enhance a marketing strategy, long or short-term campaign or a one-off execution. Judges are looking for the creative and effective use of mobile technology to achieve marketing outcomes.

Industry Specific Campaigns

34. Best Campaign – B2C

This category recognises companies or organisations that have successfully used the mobile medium to effectively reach and engage consumer audiences. Nominees for this award will have demonstrated a clear strategy for using mobile technology to deliver a campaign that effectively reaches and engages consumers, resulting in a significant impact on the business. This category is open to any one-off or ongoing mobile marketing campaign/app/execution.

35. Best Campaign – Banking & Finance

This category recognises companies or organisations in the banking and finance industry that have successfully leveraged the mobile medium to reach and engage their customers. Nominees for this award will have demonstrated a clear strategy for using mobile marketing to increase brand awareness, drive customer acquisition and engagement, and promote financial products and services. This category is open to any one-off or ongoing mobile marketing campaign/app/execution.

36. Best Campaign – Consumer Goods

This category recognises the best examples of mobile marketing for organisations from the consumer goods vertical. This category is open to any one-off or ongoing mobile marketing campaign/app/execution.

37. Best Campaign – eCommerce & Retail

This category recognises the best examples of mobile marketing for organisations from eCommerce and retail. This category is open to any one-off or ongoing mobile marketing campaign/app/execution.

38. Best Campaign – Fashion & Beauty

This category recognises the best examples of mobile marketing for organisations from fashion and beauty. This category is open to any one-off or ongoing mobile marketing campaign/app/execution.

39. Best Campaign – Food & Beverage

This category recognises the best examples of mobile marketing for organisations in the F&B industry. This category is open to any one-off or ongoing mobile marketing campaign/app/execution.

40. Best Campaign – Government, Utility & Services

This category recognises the best use of mobile to help improve communication, information flow and allows users to track or monitor their activity or consumption. This award is eligible for any government-owned, utility & services providers. Examples include social welfare, education, infrastructural development or government services, health-related counters, financial monitoring tools, a telco’s usage tracker, or any other utility or productivity-related mobile activities. Entrants will have to demonstrate the use of mobile to the brand, how the users were able to associate it to the brand, and the usefulness to its customer base.

41. Best Campaign – Health & Wellness

This category recognises the best examples of mobile marketing that promotes health and wellness through mobile initiatives, whether it’s fitness apps, mental health support, or healthcare information. This category is open to any one-off or ongoing mobile marketing campaign/app/execution.

42. Best Campaign – Lifestyle & Entertainment

This category recognises companies or organisations that have successfully leveraged the mobile medium to target the lifestyle and entertainment market. Nominees for this award will have demonstrated a clear strategy for using mobile marketing to increase brand awareness, drive customer acquisition and engagement, and deliver relevant and timely content, offers and promotions to customers through mobile apps or mobile-optimised websites. This category is open to any one-off or ongoing mobile marketing campaign/app/execution.

43. Best Campaign – Telecommunications

This category recognises telcos that have successfully leveraged the mobile medium to reach and engage their customers. Nominees for this award will have demonstrated a clear strategy for using mobile marketing to increase brand awareness, drive customer acquisition and engagement, and promote their products and services and/or their partners’ products and services. This category is open to any one-off or ongoing mobile marketing campaign/app/execution.

Not for Entry

44. Mob-Ex Best of Show - Agency (Not For Entry)

This title is not open for direct entry and is awarded based on overall performance at the Mob-Ex Awards 2025. It recognises the agency or solution provider with the highest scoring entries, representing the pinnacle of excellence in mobile marketing.

Points System:

Gold: 4 points
Silver: 2 points
Bronze: 1 point

Points Allocation for Multiple Agencies:

Lead Agency: In cases where multiple agencies collaborate on a winning entry, the lead agency receives full points. Non-lead agencies on the same entry will each receive 25% of the points.
Joint Submission: If two agencies declare equal partnership on a winning entry, each agency will receive 50% of the points.

Tie-Breakers:

Most Gold Awards: The agency with the highest number of Gold awards wins.
Most Silver Awards: If Gold awards are tied, the agency with the most Silver awards wins.
Highest Average Score: If a tie still persists, the agency with the highest average score percentage (as determined by the judges across all their winning entries) will win.

45. Mob-Ex Best of Show – Brand (Not For Entry)

This title is not open for direct entry and is awarded to the client organisation that demonstrates outstanding performance at the Mob-Ex Awards 2025. It recognises the brand with the highest scoring entries, showcasing unparalleled excellence in mobile marketing.

Points System:

Gold: 4 points
Silver: 2 points
Bronze: 1 point

Tie-Breakers:

Most Gold Awards: The brand with the highest number of Gold awards wins.
Most Silver Awards: If Gold awards are tied, the brand with the most Silver awards wins.
Highest Average Score: If a tie persists, the brand with the highest average score percentage (as determined by the judges across all their winning entries) will win.