The Drum Marketing Awards ft. Curate

It has been my long-held belief that advertising only works when value is provided to both the brand/advertiser and end consumer. Brands and agencies are collectively paying billions of dollars to reach their consumers in order to achieve their company goals—entertain, bring awareness, encourage the consumer to purchase their product; however, advertising must also provide some sort of measurable value to the consumer exposed to this message. Most experts agree that the average American is exposed to anywhere between 4,000 and 10,000 ad impressions on a daily basis — the fight for user attention has never been higher. Mobile advertising is uniquely positioned in the advertising ecosystem as it provides advertisers the opportunity to connect consumers to relevant content via their most intimate devices, at scale.

The concept of Nomophobia—the irrational fear of being without your mobile phone or being unable to use your phone for reasons such as lack of signal, data or battery power—often makes its way into client meetings or sales presentations. I joke about how I charge my phone every chance I get because the thought of a dying battery makes my heart race, or how uncomfortable I’d be if someone had complete access to my mobile device; I argue that these are actions and behaviors a majority of smartphone users would resonate with. Gone are the days of mobile phones acting simply as voice/text communication devices. Today, your phone is an extension of your identity—a remote control for your life. Consumers book Ubers and flights, order meals and clothing, control thermostats, and even shop for cars and mortgages directly through their cell phones. These habits and behaviours provide an in-depth window into understanding consumer behavior and the likelihood of completing future actions. Whether it be where they get their morning coffee, if/when they go to the gym, or even how often they take their car in for service, measured consumer actions help Curate Mobile build an in depth understanding of consumer behavior outside of the websites or mobile apps they visit or how they spend their time online.

Simply put, Curate Mobile connects your brand to your consumers on their mobile device. How do we do it?

While leveraging key data points and providers is an integral part of mobile advertising, it is important to note that creative plays a vital role in captivating consumer attention. Curate Mobile’s Creative Studio believes that your brand should be seen, heard, talked about and remembered (for the right reasons). Memorable ads and innovative technology need to unite to unfold brand stories in the way they deserve to be told. We design for the future canvas and are constantly striving to push the envelope when it comes to design and technological capabilities.

What’s Your Wild Rabbit? A collaboration between LVMH/Havas NY and Marshall “Major” Taylor:

As such, Curate was approached by LMVH and Havas Worldwide as part of their 2018 campaign to reintroduce the world to Marshall “Major” Taylor—a seven time world-record holder in cycling. Curate’s mobile build was an integral part of their “What’s Your Wild Rabbit” brand platform, which won the Best Global Integrated Strategy award at The Drum Marketing Awards USA earlier this month. Our Creative Studio designed and developed a highly engaging rich media ad experience focused on keeping users engaged and entertained within the ad unit— through video creative, tappable tiles and informative copy about Hennessy’s involvement with Pyer Moss, Marshall “Major” Taylor and the National Brotherhood of Cyclists.

You can read more on the case studies below:

• https://www.hennessy.com/us/collection/vs/?reveal=1#vs-campaign-section
• https://havasmediacasestudies.com/hennessy
• https://www.thedrummarketingawards.us/the-drum-marketing-awards-us-2019/global-integrated-strategy/hennessy-vs-whats-your-wild-rabbit-major-taylor-integrated-media-campaign

Results:
Curate’s rich media execution was a resounding success, generating an overall engagement rate of 5.04%, and consumers spent the equivalent of over 313 days interacting with the unit, providing a concrete opportunity to have a positive impact on brand awareness and consideration.

Curate is proud to have been a part of Havas’ win at The Drum Marketing Awards, and we look forward to our next opportunity to work with amazing partners such as Havas and LMVH.

Written by: Michael McFayden, Account Executive at Curate Mobile