Overview

The MMA is proud to announce the winners for the 2012 Smarties. Outstanding campaigns across 19 categories with submissions from over 36 countries were selected from hundreds of entries submitted from across the globe. The winners represent the pillars of innovation, creativity and success highlighting the teams and talent that push the boundaries of mobile marketing to reach and engage with consumers like no other media channel.

The Smarties winners were announced and celebrated at the MMA Smarties Global Awards Gala, which capped off SM2 – MMA’s inaugural two-day Mobile Marketing Conference and Expo in New York City during Advertising Week. Befitting the status of these coveted awards, the 2012 Smarties was held at Jazz at Lincoln Center on Wednesday, October 3. Congratulations to our winners!

THE SMARTIES SHORT LIST


Marketing Strategy Awards

Brand Awareness

Westin Hotels & Resorts and The Weather Channel
“Wipe Away Your Weather” USA/NA

Dove Hair (Unilever Singapore Pte Ltd) and Mindshare Singapore
“Dove Hairfall Rescue Mobile Campaign" Singapore/APAC

The Coca-Cola Company and Movement London
“Move to the Beat” UK/EMEA

WWF Norway and Mobiento
“The Black Out Banner” Sweden/EMEA

Lead Generation / Direct Response / Conversion

Little Brownie Baker and EachScape
“EachScape—Cookie Locator” USA/NA

OMO and BRANDTONE
“OMO Mobile Loyalty Program” South Africa/EMEA

eBay and Point Reach
“eBay Mobile Campaign” USA/NA

TIM and R/GA São Paulo
“TIM BETA” Brazil/LATAM

Product Services Launch

Land Rover and Wunderman
“Evoque iAd” USA/NA

Samsung and Affle
“A Tiled World” India/APAC

Microsoft Corporation and iconmobile
“Windows Phone Demo Takeover” USA/NA

Google and R/GA
“Google Wallet” USA/NA

Nike+ and R/GA
“Nike+ FuelBand” USA/NA

Promotion

Goodby, Silverstein, and Partners/Chevy and Detroit Labs
“Chevy Game Time app” USA/NA

Coca-Cola and GIGIGO
“Coca-Cola Euro2012” Spain/EMEA

Cornetto / Unilever and Rabarba
“Cornetto ‘My Loveee’ Summer 2012 Campaign” Turkey/EMEA

Coca Cola and Ogilvy Brasil
“Happiness Refill” Brazil/LATAM

Relationship Building / CRM

Coca-Cola and GIGIGO
“Coca-Cola SmileWorld” Spain/EMEA

Coca Cola and Ogilvy Brasil
“Happiness Refill” Brazil/LATAM

O2 and Cherry London
“O2 Priority Moments” UK/EMEA

OMO and BRANDTONE
“OMO Mobile Loyalty Program” South Africa/EMEA

Social Impact / Not For Profit

Greenpeace and Must Mobile
“Greenpeace Arctic Defender” Argentina/LATAM

Prezence Digital / Nelson Mandela Foundation and Prezence Digital
“Mandela Story” South Africa/EMEA

VH1 and Foursquare
“Save The Music Foursquare Campaign” USA/NA

WWF Norway and Mobiento
“The Black Out Banner” Sweden/EMEA

Cross Media Integration

Land Rover and Wunderman
“Evoque Launch” USA/NA

Milk PEP and DraftFCB
“Latte Love” USA/NA

The Coca-Cola Company and Movement London
“Move to the Beat” UK/EMEA

Nike+ and R/GA
“Nike+ FuelBand” USA/NA

Bravo and Bravo Digital Media
“Top Chef Season 9 - Last Chance Kitchen” USA/NA

Cross Mobile Integration

Starbucks and Guohe Ad
“‘Let's Merry’ Christmas Campaign for Starbucks” China/APAC

Goodby, Silverstein, and Partners/Chevy and Detroit Labs
“Chevy Game Time app” USA/NA

Hennessy and one50one
“one50one Hennessy Kaws Mobile Campaign” USA/NA

Yellow Pages Group (Canada)
“Shopwise by Yellow Pages Group (Canada)” Canada/NA

Tablet Campaign

Land Rover and Wunderman
“Evoque iAd” USA/NA

Infiniti Canada and Olive Media
“Infiniti JX Tablet Campaign” Canada/NA

Chrysler Group LLC and SapientNitro
“Jeep History Surface Application” USA/NA

Turner Sponsor Shop and Turner Entertainment Networks
“Team Coco Tablet App/AT&T” USA/NA

Mobile Website

Ford Motor Company and Velti
“Ford Mobile Optimized website” USA/NA

Kia Motors and Ansible Mobile
“Kia Motors Mobile & Tablet Sites” USA/NA

Daimler AG/Mercedes-Benz and Jung von Matt AG
“Mercedes-Benz "The Friendly Brand Takeover" Germany/EMEA

SUBWAY® Restaurants and Velti
“SUBWAY® Restaurants Enhances Customers’ Mobile Experience” USA/NA

In-App Advertising - Gaming or Other

Dunkin' Donuts and Hill Holliday
“Dunkin' Donuts Iced Coffee Creator” USA/NA

Intel and OMD and Ansible
“Intel The Escape iAd” USA/NA

Land Rover and Wunderman
“Evoque iAd” USA/NA

Tapjoy, Inc.
“Tapjoy, Inc.” USA/NA

Use of Mobile Social Media

BOS Ice Tea and COW Africa
“Bev - Twitter activated vending machine” South Africa/EMEA

Molson Coors and Olson
“Coors Light Iced T” USA/NA

Bravo and Bravo Digital Media
“Real Housewives of Atlanta Social Editions” USA/NA

RedEye and Tribune - RedEye
“RedEye - Mobile Phone Apps” USA/NA

Messaging

International Union of Painters and Allied Trades and Revolution Messaging
“International Union of Painters and Allied Trades Mobile Job Alerts” USA/NA

OMO and BRANDTONE
“OMO Mobile Loyalty Program” South Africa/EMEA

DoSomething.org and Mobile Commons
“Pregnancy Text” USA/NA

Unilever / Axe and Mindshare turkey
“The World's Hottest Socer Team” Turkey/EMEA

Video / Rich Media

Land Rover and Wunderman
“Evoque Launch” USA/NA

HP and PHD
“HP iAd Enabling Tech Video/RM” USA/NA

Intel and OMD and Ansible
“Intel iAd” USA/NA

WWF Norway and Mobiento
“The Black Out Banner” Sweden/EMEA

Location Based

Coca Cola India and TELiBrahma Convergent Communications Pvt Ltd
“10 Million Ears Refreshed” India/APAC

Royal Challengers Bangalore and TELiBrahma Convergent Communications
“Fan following is writing on the wall” India/APAC

Showtime and OMD
“Showtime Franchise Fan Cave Catch” USA/NA

Victory Motorcycles and The Integer Group
“Victory Motorcycles : Ride One You'll Own One” USA/NA

mCommerce

Glamour and SpyderLynk
“Glamour Magazine Mobile Commerce Issue Powered by SpyderLynk” USA/NA

Google and R/GA
“Google Wallet” USA/NA

Sam's Club and Rockfish
“Sam's Club ipad app” USA/NA

T.G.I. Friday's and The Richards Group/Click Here, Inc.
“T.G.I. Friday’s – Mobile App” USA/NA

Innovation

eBay and Amobee
“Accelerometer- Driven eBay Campaign: Putting the Consumer in the Driver's Seat” UK/EMEA

Goodby, Silverstein, and Partners/Chevy and Detroit Labs
“Chevy Game Time app” USA/NA

Nike+ and R/GA
“Nike+ FuelBand” USA/NA

Kaz USA Inc. and Blue Chip Marketing
“Vick's Behind the Ear Thermometer” USA/NA

Mobile App

Johnson & Johnson / Band-Aid and JWT New York
“Band-Aid Magic Vision” USA/NA

Goodby, Silverstein, and Partners/Chevy and Detroit Labs
“Chevy Game Time app” USA/NA

Coca-Cola and GIGIGO
“Coca-Cola SmileWorld” Spain/EMEA

Condé Nast - Glamour and Mobile Dreams Factory
“Glamour Book” Spain/EMEA

Nike+ and R/GA
“Nike+ FuelBand” USA/NA

Bravo and Bravo Digital Media
"Top Chef Judges' Table" USA/NA

Industry Awards

Global Mobile Campaign

Hotels.com and Fetch
“Hotels.com & Fetch Media - Global Mobile Marketing Campaign”

Kia Motors and Innocean Worldwide and InMobi
“Kia Motors Euro 2012 campaign”

The Coca-Cola Company and Movement London
“Move to the Beat”
 

Presenting Partners