|Maruti Suzuki India Limited, country's largest carmaker has won the prestigious MMA Asia Pacific and the Global awards for its digital campaign -`Sports Sponsorship goes mobile.' The Awards are given to companies for the best use of mobile media for branding purposes, both in the Asia Pacific region and globally. The award ceremony was held at Los Angeles, USA, last week
This is the first time that any Indian company has been chosen for these prestigious awards at a global level.
The awards Asia Pacific - Maruti Suzuki with Affle, Sports Sponsorship Goes Mobile and Global - Maruti Suzuki with Affle, Sports Sponsorship Goes Mobile were announced by Global Mobile Marketing Association (MMA) at the ceremony on November 17 at Mobile Marketing Forum in Los Angeles. M/s Affle are Maruti Suzuki's mobile media partner, whose products and services were used to drive this campaign.
Maruti Suzuki had executed "Sports Sponsorship goes mobile" campaign in 2010 around two of the largest sporting - The Indian Premier League (Cricket and FIFA World Cup.
It was a two-month long campaign which used multiple mobile media platforms like Affle's SMS2.0, Mobile Internet, Voice Portals and SMS advertising. The campaign reached to over 7 million users delivering unprecedented engagement levels. With over 1.2 million engagements and a 7 % CTR (Click Through Rate), this campaign played a very important role to get Maruti Suzuki connect with it's target audience effectively.
The MMA received hundreds of submissions from companies across the globe. Winners were selected by the MMA Awards Selection Committee that's comprised of global industry leaders from wireless carriers, technology and content providers, agencies, and industry publications.
Speaking on the occasion, Mr. Shashank Srivastava, Chief General Manager (Marketing), Maruti Suzuki said, "We are delighted to have played a leadership role in use of mobile media in India and bring this global recognition to India for the first time. This campaign was a result of our study of changing consumer behaviour that showed a significant increase in the consumption of sports related content on the mobile phones. Based on this, Maruti Suzuki launched this campaign to increase company's association with sports and build greater affinity with its target audience on their medium of choice. In the traditional media as well, Sports is highly consumed by our target group- which is the growing population of younger people in the country."