NEW YORK, NY–(Marketwire – 11/22/10) – Mobile media leader Affle today announced it has won two top honors at the Mobile Marketing Association’s (MMA) Sixth Annual Global Mobile Marketing Awards for the best use of mobile media for branding. These awards include the MMA Global Award for Best Use of Mobile Marketing — Branding (Globally) and the MMA Global Award for Best Use of Mobile Marketing — Branding (Asia Pacific).
Affle won these prestigious awards for its successful campaigns for Maruti Suzuki, India’s largest automobile company. Affle’s ground-breaking campaign helped Maruti Suzuki leverage its sponsorship of top sporting events on the mobile platform. Affle worked with Maruti Suzuki on a two-month campaign using multiple mobile media platforms — including SMS2.0, mobile internet, voice portals and SMS advertising — to build awareness among its target group. The campaign resulted in over 30,000 test drive requests for Maruti Suzuki and more than a 33% increase in awareness among consumers.
“We are very proud to receive this global recognition from the MMA for our work with Maruti Suzuki,” said Anuj Khanna, CEO, Affle. “We have always believed that mobile is the new mass media, and if strategized and executed well, mobile campaigns can deliver significantly better results than other mass media. For this particular campaign we integrated the brand experience across multiple mobile touch points and ensured the campaign reached over seven million users, delivering unprecedented engagement levels. With over 1.2 million engagements, a 7% click through rate, and more than a 33% increase in top of mind awareness, this campaign stands as a great global case study on how mobile can be used effectively for brand building.”
“We are tremendously proud to have won this prestigious marketing award and delighted to have played a leadership role in evangelising the use of mobile media in India,” said Sunila Dhar, Assistant General Manager, Maruti Suzuki. “Sports always have been an important advertising channel and of great relevance to our target market. Combining sports with mobile media has given us these staggeringly successful results. We highly value our partnership with Affle, as they have always brought us the most cutting-edge mobile communication products and solutions that have helped us connect better with our target market. This particular campaign has been a great success for us, as it helped build affinity and engagement with our target audience and has been instrumental in helping us significantly increase our awareness and top of mind scores. We also received over 30,000 test drive requests as a result, which was a clear bonus from this branding activity.”
“It is now a well-known fact that when it comes to innovation in mobile, the entire world is looking to the Asia Pacific region on how to do it right,” said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Limited. “With a market and consumer environment that is conducive to tremendous growth in this field, the APAC region will continue to fascinate the world with its dazzling applications of mobile technology. Innovation in the region is being spearheaded by such technologically advanced markets such as Japan, Singapore, Hong Kong, South Korea, etc. In addition, there are several developing nations that have growing populations and low PC penetration rates, making mobile the primary choice for web access and related services.”
“I am pleased to once again see such enthusiasm from our members in Asia Pacific to showcase their work at this global forum and I congratulate all the winners from the region. By facilitating such recognition for our regional leaders we hope to add further value to their business and contribute to their future success,” Dadwal added.
Affle is a leading mobile media company with the R&D headquarters in Singapore and the Marketing headquarters in the US. Affle has consistently delivered innovations that enhance the user experience on mobile messaging and make mobile media a reality. Affle currently operates in Singapore, India, China, UK, USA, Indonesia, Australia, Thailand and Malaysia. Affle’s shareholders include Microsoft & Itochu.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate measure, guide and protect the mobile marketing industry worldwide. The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.