On November 26th, the 2021 TMA Mobile Marketing Gala will come to a successful conclusion at the Ritz-Carlton Hotel guangzhou! More than 1,000 marketing elites such as brand enterprises, advertising companies, technology companies, third-party research institutions, and university scholars gathered together. The 8th TMA Awards received nearly 800 entries, up 30% year-on-year. Combining in-depth insights into the annual mobile marketing hotspots, this competition adds mobile creative works and industry categories to discover more valuable and excellent works from different perspectives.
200+ judges conducted online preliminary review, voted on all cases, and selected the cases that entered the final review. Then, an offline jury of 50-60 professional judges will be formed to determine the award through shortlisted voting, grade award voting and on-site discussion. Among them, the cases that won the Gold Award will be eligible to be nominated for the Grand Prize, and each judging panel can nominate 0-2 Gold Award cases to enter the Grand Prize nomination PK.
Each year, only one of the most representative annual, marketing innovation, industry-leading awards are selected, which can be called the jewel in the crown of mobile marketing.
Cases submitted by Jin Yandaguan:
"2021 There is always a public welfare is a hit: thank you for not going home for the New Year" won the gold award in the public welfare marketing category & the grand prize!
Jin Yandaguan Li Guoping, deputy general manager, won the "Annual Mobile Marketing Pioneer Award"
The Grand Prix PK Competition was held at the highly anticipated TMA Mobile Marketing Ceremony, and an authoritative jury was formed by marketing experts, brand executives, university scholars, authoritative media and other industry leaders. The candidate companies sent proposal representatives, each case has 15 minutes of time, free to speak freely about the planning ideas, in-depth analysis of the implementation highlights, and finally according to the number of votes of the judges, the only grand prize was announced on the spot.
Top 5 cases of showdown
A pineapple of gold for 15 minutes
Xu Wen pineapple and ta's friends
Huge engine
In 2021, there is always a public welfare that is a hit
Thank you for not coming home for the New Year
Jin YanDaguan advertising
Chongqing Beer xWHOOSIS Tide Brand Joint Project
Yunzhi Technology Group
"The Birth of the Big Dog"
Haval's new model launched for marketing
Provincial Broadcasting Group
Hongguang MINI EV macaron car color social planting spread
The whole prize PK live
Jin Yan Daguan Deputy General Manager Li Guoping on-site proposal PK
"Thank you for not going home for the New Year" fully demonstrates the magnificent atmosphere of the case, very infectious, "flexible communication strategy", "the program accidentally impressed Academician Zhong Nanshan", "People's Daily forwarding", "UGC tap water flow for the whole people", "0 budget leverage 1 billion + resources" perfectly interprets the concept of using creativity to pry goodwill public welfare. Captured the unanimous approval of the on-site judges and won the only "Grand Prize" of the year!
Jin Yanda Guan He delivered a warm and exciting acceptance speech, she said that with practical actions to practice the Guangzhou 4A public welfare concept of "leveraging goodwill with creativity", no matter how the communication environment changes, content is always king, creativity is never replaced.
Case study
At the beginning of 2021, the epidemic situation abroad showed an accelerated upward trend, the domestic epidemic situation appeared in multiple sporadic and local outbreaks, the situation of prevention and control is still grim, the State Council, the National Health Commission, and many provinces and cities have successively issued the "Advocate local New Year!" Reduce unnecessary travel". We quickly contacted the Communist Youth League hoping to use the power of creativity to call on everyone to "celebrate the New Year on the spot".
We don't give people "no home" orders, but we can "thank" those who choose not to go home, using a "soft communication" strategy. First acknowledge the difference, then look for the same, and finally increase the resonance and sense of identity.
We use the interview format of "going deep into the grassroots of society". With workers, students, shopkeepers, managers, bosses in different positions... Like a friend, from the heart of the small talk "New Year's Day, do you want to go home?" In fact, everyone, including every family behind them, their real thoughts are: New Year's Day, really want to go home.
Under zero budget, 1 billion resources were leveraged, and the cumulative exposure of advertisements reached 1.032 billion+, and the whole people spoke out for the Spring Festival epidemic prevention. Provoked by the people and united industries, it eventually aroused the attention and support of the national media and the whole people, ignited the resonance of many people, and successfully called on more people from other provinces to "celebrate the New Year on the spot".
Case video feature
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Winning the TMA Grand Prix and other four highly gold awards is also a glorious gift for the 25th anniversary of Jinyan Daguan!