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Honoring the trailblazers leveraging the power of mobile marketing, the Mobile Marketing Association (MMA) today revealed the shortlist for the 2015 Global Smarties™ Awards. The close to 100 campaigns from far reaching countries around the world represent the next evolution of what is possible when brands place mobile at the core of their marketing strategies.
Led by Chief Creative Officer of Razorfish Global, Daniel Bonner, the powerhouse jury panel of over 25 leading brand marketers and agency professionals will have the difficult but invigorating task of debate and winner selection.
“This year’s shortlist shows how creativity, innovation and analytics across all mobile formats continue to mature. It is clear that mobile has become an ever increasing primary route to engaging and reaching consumers in a powerful way,” said Bonner. “This diverse shortlist offers a unique perspective from around the planet.”
“By continuing to honor the best and brightest work for innovation, creativity and bravery across mobile marketing, the MMA Global Smarties Awards Program serves as an inspiration and beacon for marketing and agency leaders to keep striving for even greater integration of mobile as a key competitive advantage,” said Sheryl Daija, Chief Strategy Officer, MMA. “We are seeing evermore progressive and unique approaches to using mobile as a way for marketers to connect more closely to their consumers.”
The finalists and winners will be honored at the annual Global Smarties Awards show, hosted by Jason Jones, formerly of the Daily Show on the evening of day one of the MMA SM2 Innovation Summit during Advertising Week in New York City. The 2015 show will be held on September 28, at Pier Sixty overlooking the Hudson River.
As part of a larger ongoing strategy for the MMA to provide the most comprehensive resource for marketers on how best to implement effective mobile marketing campaigns, the MMA in collaboration with Millward Brown will be analyzing the shortlist and publishing a Global Trends Report, which will unearth best practices, key mobile trends and establish what sets apart a winning mobile campaign. Additionally, the MMA will be converting the shortlist into case studies to be added to the over 500 strong Case Study Hub.
The 2015 Smarties shortlist includes the following submissions:
MARKETING STRATEGY AWARDS
Brand Awareness
Cornetto, Unilever / Mindshare Malaysia for “The Ghost is Calling”
DSW / Xaxis for “Xaxis & DSW Cross Screen Campaign”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
Nike / Razorfish for “Razorfish - Nike 2014 World Cup mobile Alphonso - Brand Aware”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
Lead Generation
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Inmarko / Brandtone for “Inmarko ice cream”
Pop-Tarts / Pandora for “Pop-Tarts Crazy Good Summer”
Unilever / Axe Black / J.Walter Thompson Manajans for “Trending Outdoor”
Product / Services Launch
Hammerhead Navigation / R/GA + Hammerhead Navigation for “Hammerhead”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
Popeyes Louisiana Kitchen / Mithun, Inc. for “Red Stick Stardown: A Game of Chicken”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
Xbox / Razorfish for “Halo: Starscope”
Promotion
Dunkin’ Donuts Indonesia / PT Telekomunikasi Selular, Tbk (TELKOMSEL) for “DONUTS WONDERLAND”
Marriott Mobile App / Marriott International for “1 Millionth Mobile Check-in Promotion”
Nekoosa Paper / Trekk for “Nekoosa Tradeshow Traffic Driver”
Virgin Mobile Australia / StarcomMediavest Group for “Meal For A Meal”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
Relationship Building / CRM
Bru / Brandtone for “Bru Coffee - 360° - 365 days always-on engagement”
Huggies / Kimberly Clark Levers Ltd. for “Huggies Mobile Recharge Campaign”
KappAhl / Mobiento for “Life & Style all mobile loyalty club”
Lifebuoy, Unilever / Mindshare Pakistan for “Bond of Love on the Mother’s Day”
Singapore Red Cross / MRM/McCann for “The Red Cross Connection”
Social Impact / Not for Profit
Campari America / Kiip & mSIC for “Kiip & Campari America’s CSR Campaign”
Haciko / mobilike for “BarkBeacon: A Modern Fable”
Singapore Red Cross / MRM/McCann for “The Red Cross Connection”
United Nations Mine Action Service / Critical Mass for “Sweeper”
CHANNEL / MEDIA STRATEGY AWARDS
Cross Media / Cross Mobile Integration
1-800-Flowers.com / 1-800-Flowers.com, Inc for “Make Mom Smile”
Chiquita, Universal Pictures / FunMobility for “Minions Love Bananas 2015”
Red Coke/ Coca Cola Roja / SCLBITS for “Coca Cola Share a Coke Brand Awareness”
Unilever / Axe Black / J.Walter Thompson Manajans for “Silent Entertainment”
Viso, Unilever Vietnam / MindShare Vietnam for “New White Shirt, New Beginning”
Cross Screen Advertising
Hungry Lion / Yonder Media in partnership with the MediaShop for “Hungry Lion Lucky Bucket Campaign”
LA Dodgers / R/GA for “LA Dodgers Digital Trading Room”
Reckitt Benckiser / Durex / Havas Worldwide London for “Durex Explore”
Unilever / Axe Black / J.Walter Thompson Manajans for “Silent Entertainment”
Marketing within a Mobile Gaming Environment
DoSomething.org / Mobile Commons for “The Bully Text: Superstar Edition”
Popeyes Louisiana Kitchen / Mithun, Inc. for “Red Stick Stardown: A Game of Chicken”
Zespri / Mindshare China for “How Zespri Got Kids Across China to Slice 18 Billion Kiwis”
Messaging
Colgate Palmolive (India) Ltd / Red Fuse Communications for “Spreading a million smiles with a mobile”
DoSomething.org / Mobile Commons for “Science Sleuth”
DoSomething.org / Mobile Commons for “The Bully Text: Superstar Edition”
Singapore Red Cross / MRM/McCann for “The Red Cross Connection”
Programmatic
DSW / Xaxis for “Xaxis & DSW Cross Screen Campaign”
Mobile App
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Chick-fil-A / Bottle Rocket for “Chick-fil-A App”
Hammerhead Navigation / R/GA + Hammerhead Navigation for “Hammerhead”
Target Corporation / SapientNitro for “Target Holiday Wish List”
Mobile Native
Adidas / Opera Mediaworks for “adidas, Carat & TBWA/Digital Arts Network Discover the Power of Mobile-First Storytelling”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
State Farm / Rovio Entertainment for “State Farm + Angry Birds Seasons NBA Episode Campaign”
Universal Pictures / Mindshare Spain for “Draw your own Boxtroll”
Mobile Search
Ford Ranger / Mindshare Philippines for “Waze to Drive”
HotelTonight / HotelTonight for “HotelTonight Uses Deep Linking to Accelerate Growth in Mobile Search Marketing”
We Energies / Pure Oxygen Labs for “We Energies Transforms Power Outage Experience with Mobile Search”
Mobile Social
Dunkin’ Donuts & Trilia/Hill Holliday / Trilia/Hill Holliday for “Dunkin’ Donuts Shark Week”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
Nike / Razorfish for “Razorfish - Nike 2014 World Cup mobile Alphonso - Mobile Social”
Old Navy / Old Navy for “Emoodji”
Sunsilk Shampoo, Unilever Vietnam / Mindshare Vietnam for “The Language of Hair”
Mobile Website
Colgate-Palmolive / Irish Spring Signature for Men / Cohn & Wolfe for “What’s Your Signature Say About You?”
Heineken / R/GA London for “Heineken [.]WhereNext”
Nutry / Ginga for “Nutry Labs”
Old Navy / Old Navy for “Emoodji”
Rexona, Unilever / Mindshare Thailand for “The Power of Multi-screening”
Tablet Campaign
Intel / Current Studios for “Intel Mars Rover Experience”
LA Dodgers / R/GA for “LA Dodgers Digital Trading Room”
ENABLING TECHNOLOGIES AWARDS
Innovation
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Equinox / R/GA for “The Pursuit by Equinox”
Peugeot / Webtraffic for “Peugeot Panorama Mobile”
Unilever/Rexona / Mindshare Turkey/Wanda/Mobilike for “Who Does More?”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
Location Based
Ford Ranger / Mindshare Philippines for “Waze to Drive”
Heineken / R/GA London for “Heineken [.]WhereNext”
Hellmann’s / Mindshare “Delivering Inspiration at Point of Sale”
Unilever / Lifebuoy / InMobi PTE Ltd and Mindshare Indonesia for “Lifebuoy Flood”
Victorian Electroral Commission / MNET MOBILE for “Vote Victoria”
Mobile Payments
Virgin Mobile Australia / StarcomMediavest Group for “Meal For A Meal”
Mobile Video
HotelTonight / AppLovin for “HotelTonight Lets You Plan Less, Live More in Mobile Video Ad Campaign”
Nike / Razorfish for “Razorfish - Nike 2014 World Cup mobile Alphonso - Mobile Video”
Red Coke/ Coca Cola Roja / SCLBITS for “Coca Cola Share a Coke Brand Awareness”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
The Internet of Things
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Hammerhead Navigation / R/GA for “Hammerhead”
LISNR / R/GA + LISNR for “LISNR”
Nike / R/GA for “Nike+ Running on Samsung Gear S”
Oral-B / iconmobile for “Oral-B SmartSeries Mobile Application”
Owlet Baby Care / R/GA + Owlet Baby Care for “Owlet”
Team Detroit / Ford / Team Detroit for “2015 Ford Beacon & Wi-Fi Experience”
About the Mobile Marketing Association (MMA)
The MMA (mmaglobal.com) is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include: American Express, AT&T, Colgate-Palmolive, Dunkin’ Brands, Facebook, Ford Motor Company, Foursquare, Google, Group M, Hewlett Packard, Hilton Worldwide, iHeartMedia, Johnson & Johnson, Kellogg Co., MasterCard, McDonalds, Mondelez International, Inc. Pandora Media, Pinterest, Procter & Gamble, Razorfish, R/GA, Starcom Worldwide, The Coca-Cola Company, The Weather Company, Unilever, Visa, VEVO, Vodafone, Walmart, xAd and many more. The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC).
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