Vodafone Qatar has won two awards at the Mobile Marketing Association (MMA) Smarties Mena Awards 2020, taking home a silver in both the Product/Services Launch and Brand Awareness categories.
The company was awarded for its 5G launch campaign, 'Red Velvet' and 'Stop the Clock', which was run in collaboration with Wavemaker Qatar and InMobi, the world’s leading independent marketing cloud.
The MMA Smarties Mena Awards honours the most effective mobile marketing campaigns across the region. The first programme of its kind, the Smarties celebrates innovation across the industry and reward those campaigns that result in significant business impact for brands, agencies, media companies and technology providers.
Vodafone is the only company from Qatar to win an accolade at this year's awards.
To boost awareness of its 5G offerings and as part of its wider strategy to drive digital engagement with the brand and innovation in the Qatari market, Vodafone Qatar worked with Wavemaker Qatar and InMobi to implement a two-pronged approach.
By utilising InMobi’s industry-leading audience targeting capabilities and in-house creative services, Vodafone Qatar and Wavemaker Qatar were able to create innovative augmented reality (AR) mobile adverts that highlighted the unique features of Vodafone Qatar’s 5G network.
The campaign delivered over 12mn impressions across an eight-week period and reached hundreds of thousands of users across the country. In addition, the campaign performed exceptionally well in terms of ROI, boosting 5G sales by three times the initial estimates.
“I’m proud that Vodafone Qatar has been recognised in these awards, and of the work that our entire team put into this campaign to move the needle on digital engagement and innovation in Qatar,” said Diego Camberos, chief operating officer, Vodafone Qatar.
“This year has been challenging for us all, but the crisis has highlighted the critical role of technology to keep us all connected. This campaign demonstrated our belief that innovation can improve lives, and that we are committed to building a sustainable digital society which ultimately benefits everyone, powered by our industry-leading 5G network,” he said.
“Vodafone Qatar’s innovative, two-pronged approach, which utilised custom AR creatives and hyperspecific audience targeting, led to great results and we are excited that their effort was recognised by MMA Smarties Mena,” said Andy Powell, VP and managing director, Emea at InMobi.
“2020 was a year unlike anything any of us have ever experienced before, featuring unique challenges that drove us to innovate on new solutions, dig deep into our creative reserves and forge still tighter bonds with our clients.
“It's quite rewarding to see our close collaboration with partners, innovative spirit and creativity be acknowledged by the MMA. We thank the judges and salute the inspiring competition from other brands, agencies and technology providers across the region,” he said.
Wavemaker business director Anas Najih said, “5G is a crucial technology for Vodafone, so it was critical that we get the word out effectively to ensure consumer adoption.
“Thanks to a well thought out strategy that ensured targeting highly accurate audience segments with the use of unique custom mobile creatives, we were able to see results well above and beyond our expectations.”
For more information about the award-winning campaign, visit InMobi Vodafone Qatar Case Study for 2020 MMA SMARTIES MENA.
The MMA Smarties Mena Awards honours the most effective mobile marketing campaigns across the region. The first programme of its kind, the Smarties celebrates innovation across the industry and reward those campaigns that result in significant business impact for brands, agencies, media companies and technology providers.
Vodafone is the only company from Qatar to win an accolade at this year's awards.
To boost awareness of its 5G offerings and as part of its wider strategy to drive digital engagement with the brand and innovation in the Qatari market, Vodafone Qatar worked with Wavemaker Qatar and InMobi to implement a two-pronged approach.
By utilising InMobi’s industry-leading audience targeting capabilities and in-house creative services, Vodafone Qatar and Wavemaker Qatar were able to create innovative augmented reality (AR) mobile adverts that highlighted the unique features of Vodafone Qatar’s 5G network.
The campaign delivered over 12mn impressions across an eight-week period and reached hundreds of thousands of users across the country. In addition, the campaign performed exceptionally well in terms of ROI, boosting 5G sales by three times the initial estimates.
“I’m proud that Vodafone Qatar has been recognised in these awards, and of the work that our entire team put into this campaign to move the needle on digital engagement and innovation in Qatar,” said Diego Camberos, chief operating officer, Vodafone Qatar.
“This year has been challenging for us all, but the crisis has highlighted the critical role of technology to keep us all connected. This campaign demonstrated our belief that innovation can improve lives, and that we are committed to building a sustainable digital society which ultimately benefits everyone, powered by our industry-leading 5G network,” he said.
“Vodafone Qatar’s innovative, two-pronged approach, which utilised custom AR creatives and hyperspecific audience targeting, led to great results and we are excited that their effort was recognised by MMA Smarties Mena,” said Andy Powell, VP and managing director, Emea at InMobi.
“2020 was a year unlike anything any of us have ever experienced before, featuring unique challenges that drove us to innovate on new solutions, dig deep into our creative reserves and forge still tighter bonds with our clients.
“It's quite rewarding to see our close collaboration with partners, innovative spirit and creativity be acknowledged by the MMA. We thank the judges and salute the inspiring competition from other brands, agencies and technology providers across the region,” he said.
Wavemaker business director Anas Najih said, “5G is a crucial technology for Vodafone, so it was critical that we get the word out effectively to ensure consumer adoption.
“Thanks to a well thought out strategy that ensured targeting highly accurate audience segments with the use of unique custom mobile creatives, we were able to see results well above and beyond our expectations.”
For more information about the award-winning campaign, visit InMobi Vodafone Qatar Case Study for 2020 MMA SMARTIES MENA.
