According to research conducted by Absolute Radio, its audience tends to comprise tech-savvy smartphone users.
So, when the station wanted to build awareness and trial of its football and music offering, Rock 'N' Roll Football, it turned to the iPhone and the then-new Apple iAd platform.
The radio station's Rock 'N' Roll Football activity includes an online matchday centre, apps and podcasts, very much in keeping with the station's playful approach to football content.
The iAd launched when users were active in other applications that had enabled the iAd platform, letting them trial the station when it was known that they were available.
Once the user tapped on the ad, they were taken into the Absolute Radio iAd experience. Three creatives focused on the station's Rock 'N' Roll Football coverage, former England footballer and its host Ian Wright, and its commentaries on Barclays Premier League matches.
A slider in the menu enabled the user to increase either the ad's music or football focus, with a variety of interactive games combining music and football.
Users could also download Absolute's iPhone app through the iAd, offering a trial of the station and the 'Rock 'N' Roll Football Live Scores' service, which provides access to scores and commentary.
In keeping with the station's brand, the judges described the campaign as 'edgy and irreverent'.
HIGHLY COMMENDED
Waitrose (Agency: YGLT)
The festive season can be stressful for those charged with doing the cooking, so YGLT's development of a free 'kitchen tool' app for Waitrose, aimed at helping users plan the perfect Christmas, was smart.
Promoted through social media and TV and press ads, the app featured a festive design and content such as a 'big day planner', a recipes section and a 'practical turkey timer'.
The app proved extremely popular. In just a single month, it was downloaded more than 90,000 times and the recipes were viewed 500,000 times.
Moreover, it was featured as 'app of the week' in both the Apple and Android app stores.
The judges' verdict on the initiative was: 'A really nice app that works well and is absolutely on-brand.'
Also shortlisted for Mobile marketing: Churchill Car, Home and Pet Insurance; IBM, Seer 2.0; Nokia Ovi Maps, Dad's Cab Mobile App