September 7, 2012
Global Jury Deliberated Yesterday in NY to Review the Short List and Pick the Winners
NEW YORK, NY (September 7, 2012) -- The short list for the Mobile Marketing Association’s (MMA) 2012 Smarties were announced today across 19 categories with submissions from over 36 countries. The finalists 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™ are the only global awards program dedicated exclusively to mobile marketing and recognize regional and global campaigns making for a universal contest that truly showcases the best-of-best in the industry.
“It’s clear when you review this accomplished short list that mobile is transforming the way marketers and agencies approach their marketing strategies to meet their objectives across the purchasing funnel,” said Sheryl Daija, Chief Strategic Advisor and GM Global Events, MMA. “Mobile presents such a powerful opportunity for everyone involved in the creative process to rethink their approach and rebalance their budgets to accomplish higher ROIs simply by reallocating dollars in the mix.”
The esteemed global jury of senior brand marketers and advertising agency executives met in New York yesterday to discuss, debate and vote for their favorites. Eric Weisberg, Executive Creative Director, JWT New York and 2012 Smarties Jury Chair acted as guide and managed the complicated and competitive judging process to ensure that the Smarties recognize the commitment and accomplishments of the world's leading companies and individuals in the burgeoning mobile marketing industry.
“The judging process was incredibly enlightening - there is a great deal of innovation happening with the channel and the effectiveness results in some cases were quite astonishing to the jury. At the same time, it is clear that as an industry we have an opportunity to help marketers and agencies really build integrated mobile strategies across the mobile marketing toolbox vs. one-off mobile executions,” Daija added.
The Smarties 2012 Global List:
Marketing Strategy Awards
Brand Awareness
- Westin Hotels & Resorts and The Weather Channel for “Wipe Away Your Weather” USA/NA
- Dove Hair (Unilever Singapore Pte Ltd) and Mindshare Singapore for “Dove Hairfall Rescue Mobile Campaign Singapore/APAC
- The Coca-Cola Company and Movement Digital for “Move to the Beat” UK/EMEA
- WWF Norway and Mobiento for “The Black Out Banner” Sweden/EMEA
Lead Generation / Direct Response / Conversion
- Little Brownie Baker and EachScape for “EachScape—Cookie Locator” USA/NA
- OMO washing powder and BRANDTONE for “OMO Mobile Loyalty Program” South Africa/EMEA
- eBay and Point Reach for “eBay Mobile Campaign” USA/NA
- TIM and R/GA São Paulo for “TIM BETA” Brazil/LATAM
Product / Services Launch
- Land Rover and Wunderman for “Evoque iAd” USA/NA
- Samsung and Affle for “A Tiled World” India/APAC
- Microsoft Corporation and iconmobile for “Windows Phone Demo Takeover” USA/NA
- Google and R/GA for “Google Wallet” USA/NA
- Nike+ and R/GA for “Nike+ FuelBand” USA/NA
Promotion
- Goodby, Silverstein, and Partners/Chevy and Detroit Labs for “Chevy Game Time app” USA/NA
- Coca-Cola and GIGIGO for “Coca-Cola Euro2012” Spain/EMEA
- Cornetto / Unilever and Rabarba for “Cornetto ‘My Loveee’ Summer 2012 Campaign” Turkey/EMEA
- Coca Cola and Ogilvy Brasil for “Happiness Refill” Brazil/LATAM
Relationship Building / CRM
- Coca-Cola and GIGIGO for “Coca-Cola SmileWorld” Spain/EMEA
- Coca Cola and Ogilvy Brasil for “Happiness Refill” Brazil/LATAM
- O2 and Cherry London for “O2 Priority Moments” UK/EMEA
- OMO washing powder and BRANDTONE for “OMO Mobile Loyalty Program” South Africa/EMEA
Social Impact / Not For Profit
- Greenpeace and Must Mobile for “Greenpeace Arctic Defender” Argentina/LATAM
- Prezence Digital / Nelson Mandela Foundation and Prezence Digital for “Mandela Story” South Africa/EMEA
- VH1 and Foursquare for “Save The Music Foursquare Campaign” USA/NA
- WWF Norway and Mobiento for “The Black Out Banner” Sweden/EMEA
Cross Media Integration
- Land Rover and Wunderman for “Evoque Launch” USA/NA
- Milk PEP and DraftFCB for “Latte Love” USA/NA
- The Coca-Cola Company and Movement Digital for “Move to the Beat” UK/EMEA
- Nike+ and R/GA for “Nike+ FuelBand” USA/NA
- Bravo and Bravo Digital Media for “Top Chef Season 9 - Last Chance Kitchen” USA/NA
Cross Mobile Integration
- Starbucks and Guohe Ad for “ ‘Let's Merry’ Christmas Campaign for Starbucks” China/APAC
- Goodby, Silverstein, and Partners/Chevy and Detroit Labs for “Chevy Game Time app” USA/NA
- Hennessy and one50one for “one50one Hennessy Kaws Mobile Campaign” USA/NA
- Yellow Pages Group (Canada) for “Shopwise by Yellow Pages Group (Canada)” Canada/NA
Tablet Campaign
- Land Rover and Wunderman for “Evoque iAd” USA/NA
- Infiniti Canada/Infiniti JX and Olive Media for “Infiniti JX Tablet Campaign” Canada/NA
- Chrysler Group LLC and SapientNitro for “Jeep History Surface Application” USA/NA
- Turner Sponsor Shop and Turner Entertainment Networks for “Team Coco Tablet App/AT&T” USA/NA
Mobile Website
- Ford Motor Company and Velti for “Ford Mobile Optimized website” USA/NA
- Kia Motors and Ansible Mobile for “Kia Motors Mobile & Tablet Sites” USA/NA
- Daimler AG/Mercedes-Benz and Jung von Matt AG for “Mercedes-Benz "The Friendly Brand Takeover" Germany/EMEA
- SUBWAY® Restaurants and Velti for “SUBWAY® Restaurants Enhances Customers’ Mobile Experience” USA/NA
In-App Advertising - Gaming or Other
- Dunkin' Donuts and Hill Holliday for “Dunkin' Donuts Iced Coffee Creator” USA/NA
- Intel and Ansible and OMD for “Intel The Escape iAd” USA/NA
- Land Rover and Wunderman for “Evoque iAd” USA/NA
- Tapjoy, Inc. for “Tapjoy, Inc.” USA/NA
Use of Mobile Social Media
- BOS Ice Tea and COW Africa for “Bev - Twitter activated vending machine” South Africa/EMEA
- Coors Light Iced T and Olson for “Coors Light Iced T” USA/NA
- Bravo and Bravo Digital Media for “Real Housewives of Atlanta Social Editions” USA/NA
- RedEye and Tribune - RedEye for “RedEye - Mobile Phone Apps” USA/NA
Messaging
- International Union of Painters and Allied Trades and Revolution Messaging for “International Union of Painters and Allied Trades Mobile Job Alerts” USA/NA
- OMO washing powder and BRANDTONE for “OMO Mobile Loyalty Program” South Africa/EMEA
- DoSomething.org and Mobile Commons for “Pregnancy Text” USA/NA
- Unilever / Axe and Mindshare turkey for “The World's Hottest Socer Team” Turkey/EMEA
Video / Rich Media
- Land Rover and Wunderman for “Evoque Launch” USA/NA
- HP and PHD for “HP iAd Enabling Tech Video/RM” USA/NA
- Intel and OMD for “Intel iAd” USA/NA
- WWF Norway and Mobiento for “The Black Out Banner” Sweden/EMEA
Location Based
- Coca Cola India and TELiBrahma Convergent Communications Pvt Ltd for “10 Million Ears Refreshed” India/APAC
- Royal Challengers Bangalore and TELiBrahma Convergent Communications for “Fan following is writing on the wall” India/APAC
- Showtime and OMD for “Showtime Franchise Fan Cave Catch” USA/NA
- Victory Motorcycles and The Integer Group for “Victory Motorcycles : Ride One You'll Own One” USA/NA
mCommerce
- Glamour and SpyderLynk for “Glamour Magazine Mobile Commerce Issue Powered by SpyderLynk” USA/NA
- Google and R/GA for “Google Wallet” USA/NA
- Sam's Club and Rockfish for “Sam's Club ipad app” USA/NA
- T.G.I. Friday's and The Richards Group/Click Here, Inc. for “T.G.I. Friday’s – Mobile App” USA/NA
Innovation
- eBay and Amobee for “Accelerometer- Driven eBay Campaign: Putting the Consumer in the Driver's Seat” UK/EMEA
- Goodby, Silverstein, and Partners/Chevy and Detroit Labs for “Chevy Game Time app” USA/NA
- Nike+ and R/GA for “Nike+ FuelBand” USA/NA
- Kaz USA Inc. and Blue Chip Marketing for “Vick's Behind the Ear Thermometer” USA/NA
Mobile App
- Johnson & Johnson / Band-Aid and JWT New York for “Band-Aid Magic Vision” USA/NA
- Goodby, Silverstein, and Partners/Chevy and Detroit Labs for “Chevy Game Time app” USA/NA
- Coca-Cola and GIGIGO for “Coca-Cola SmileWorld” Spain/EMEA
- Condé Nast - Glamour and Mobile Dreams Factory for “Glamour Book” Spain/EMEA
- Nike+ and R/GA for “Nike+ FuelBand” USA/NA
- Bravo and Bravo Digital Media for "Top Chef Judges' Table" USA/NA
Industry Awards*
Global Mobile Campaign
- Hotels.com and Fetch Media for “Hotels.com & Fetch Media - Global Mobile Marketing Campaign”
- Kia Motors and InMobi for “Kia Motors Euro 2012 campaign”
- The Coca-Cola Company and Movement Digital for “Move to the Beat”
All other Industry Award Finalists are undergoing further review by the MMA Board of Directors and winners will be announced at the Smarties gala.
The Smarties winners will be announced and celebrated at the MMA Smarties Global Awards Gala, which will cap off SM2 (www.SM2-2012.com) – 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 will be held at Jazz at Lincoln Center on Wednesday, October 3. For more information on the Smarties, please visit www.mmaglobal.com/the-smarties.
About the Mobile Marketing Association (MMA)
The MMA is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth and preserving privacy, and evangelize the use of the mobile channel. MMA includes more than 700 member companies, representing nearly 50 countries across the mobile marketing industry including hardware providers, marketers, software developers and more. MMA global headquarters are located in the U.S., with regional chapters in North America, Europe, Latin America and Asia Pacific. For more information, please visit www.mmaglobal.com.
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For More Information:
Emily Kutner
Brown Lloyd James for the MMA
Landline: 212-486-7070 Mobile: 646-275-4450
Email: [email protected]
