The Epica Awards were assigned recently, with the winner for the best mobile marketing campaign, for AMF Pension by Forsman & Bodenfors, who are well known for the cool stuff they’ve done online for IKEA. The aim of this campaign was to encourage people to start thinking about their pension while they were still relatively young.
This booth invited passers by to take a picture of themselves with their mobile phones and MMS it to AMF. A few minutes later they would send back a picture showing how the person might look when they are 70 years old. Obviously this idea would have been done before, but you’ve got to appreciate the smart use of mobile media. :)