Winners Selected for 8th Mobile Ad Awards
McDonald’s Japan Wins Grand Prix for Tokusuru Appli (Mobile Wallet) and Tokusuru Mobile Site
Tokyo, Japan (June 4, 2009): The winners have been selected in the 8th Mobile Ad Awards organized by D2 Communications, Inc. (D2C) (Akihisa Fujita, President; HQ Minato-ku, Tokyo).
2009 marks the 8th consecutive year in the history of the Mobile Ad Awards, the world’s front-running competition started in Japan to honor excellence in mobile advertising.
This year’s competition included a wide range of submissions, which were divided up into three categories: Marketing, Campaign Site and Ad / Creative.
Outstanding Performance Awards were granted to the best submissions in specific categories, and the most highly appraised entry across all categories was selected to receive the Grand Prix award. Award Winners were as follows:
【Grand Prix】
Tokusuru Mobile Site / Tokusuru Appli（McDonald’s Company (Japan), Ltd. / The JV, Ltd.）
Marketing Category
【Outstanding Performance】
Tokusuru Mobile Site / Tokusuru Appli （McDonald’s Company (Japan), Ltd./The JV, Ltd.）
【Award】 Pair Movie, “If I could be honest” （Sony Music Entertainment (Japan) Inc.）
【Award】 31 Sons de mode et Chambre à Paris Collection
Advance reservation Campaign （Toyota Motors Corporation）
【Award】 Axe Chocoman Hunter （Unilever Japan）
【Award】 Axe Wake-up Service, Inc. （Unilever Japan）
Campaign Site Category
【Outstanding Performance】 「A half of life is game」 （NHN Japan Corporation）
【Award】 Kamogawa Horumo Official Site （Shochiku Co., Ltd.）
【Award】 New model Qube Mobile Promotion （Nissan Motor Co., Ltd.）
【Award】 Gambare Obento Shokun! Campaign （Marumiya Corporation）
【Award】 Fits Mobile site （LOTTE Co., Ltd.）
Ad / Creative Category
【Outstanding Performance】 n / a
【Award】 Wanted! Newspaper （KOSAIDO Co., Ltd.）
【Award】 “Kuki Yomi” Quiz type banner （G-mode Co., Ltd.）
【Award】 A Manual on Myself/Mobile edition ad creative, （G-mode Co., Ltd.）
【Award】 Pururun Banner, （DIGIMERCE Inc.）
【Award】 Souzo Wakusei, （Liveware Inc.）
Submissions were subjected to rigid evaluation by the Mobile Ad Awards Screening Committee (see overview as below), a panel of 7 judges composed of leaders from the advertising and marketing industries.
＜Final Comment from Screening Committee Chairman Teruki Shimaguchi＞
Submissions to this year’s competition went beyond innovation and unique expression. They demonstrated how mobile advertising has taken center stage as a basic tool required to drive substantive business results. This year’s submission from McDonald’s, which was awarded the Grand Prix, was truly an epoch-making undertaking that skillfully integrated all the methods and thinking we have gathered about mobile advertising and rolled them out nationwide to produce excellent business results. We can only expect this to drive even higher the overall level of mobile advertising in the future.
8th Mobile Ad Awards Overview
About the Mobile Ad Awards
First established in 2002 and held 8 times since, the Mobile Ad Awards is Japan's first international competition dedicated to promoting advertising communication and marketing activities using mobile phones. The Awards honor excellence in expression and design in advertising or marketing actually distributed or published via mobile phones
Selection Pool
Consideration was given to examples of advertising, campaign sites and marketing carried out via Internet-enabled mobile phones between April 1, 2008 and March 31, 2009.
Awards Categories
＜Marketing Category＞
Consideration is given to works applying special marketing methods, brand appeal, virals, communication with users, or demonstrating innovative value creation or showing strong results.
＜Campaign Site Category＞
Attention is given to aspects of design, content, and usability for mobile campaign sites that have been developed to promote a campaign or sales of a specified product or service.
＜Ad Creative Category＞
Attention is given to expressiveness and design in mobile ads that incorporate pictures, including picture, panel, and push-format ads
Screening Committee（affiliations abbreviated）
＜Chairman＞
Teruki Shimaguchi Professor Emeritus, Keio University / Professor, Hosei University
＜Screening Committee＞
Gugi Akiyama President/Art Director, Daily Fresh Y.K.
Joji Ono Associate Professor, Meiji Gakuin University
Naoto Onzo Professor, Institute of Commercial Arts, Waseda University
Tomoyuki Sugiyama, Ph.D. Engineering/ Director, Digital Hollywood University
Risa Tanaka Editor in chief, “Senden Kaigi”, Senden Kaigi K.K.
Mitsuhiro Miyazaki Art Director, Axis K.K. / Professor, Tamagawa Arts College
Organiser
D2 Communications, Inc.
