EMEA: It’s all about the Business Impact for the campaigns vying to win this years Smarties accolades. | Mobile Marketing Association
August 24, 2017

London – 24 September 2017 – With the emphasis on rewarding those marketing campaigns creating the biggest business impact by leveraging the power of mobile, MMA EMEA today reveals the shortlist for its 2017 MMA EMEA Smarties Awards. More entries than ever before have been received this year from across the whole region including from France, Germany, Holland, Mauritius, Russia, South Africa, Spain, Turkey, UAE and UK.

The MMA EMEA entries will be reviewed by an independent jury, comprised of senior marketer, and agency professionals. The jury evaluates the shortlisted campaigns within 22 categories based on four criteria: strategy, execution, creativity, and business impact.  

“Our awards celebrate the excellent work being done in mobile by both brands and agencies, inspiring marketers to push the boundaries with their own marketing campaigns as they strive for business growth. The focus of the Smarties has thus shifted and we created our new Business Impact Index, ranking mobile marketing companies that are achieving the biggest business impact, “ said Chris Babayode, Managing Director, MMA EMEA.

The shortlist for the 2017 EMEA Smarties Awards includes:

Marketing Strategy

Brand Awareness

  • Nike and R/GA London for “Nike On Demand”
  • Microsoft and The Story Lab and LoopMe “AI driven programmatic mobile marketing”
  • Garanti Bank and Cereyan Media for “GarantiOne Launch Campaign”
  • Shoprite and Yonder Media for “Shoprite Low Price Christmas Brand Awareness Campaign”
  • Wunderman Dubai and Panadol Arabia GSK for “Tales of Tough”

Lead Generation / Direct Response / Conversions

  • Akbank for “Smart Audience Targeting in Facebook Advertising for Personal Loans”
  • Boxer Superstores for “Dreams Come True at Boxer with Sunlight”
  • Government Employee Medical Scheme (GEMS) for “GEMS EVO Switch Campaign”
  • AXA and Havas Media for “One Step Ahead”
  • Pegasus Airlines and Hype for “Pegasus Airlines - To be or not to be”

Product / Services Launch

  • KFC and Strika Entertainment for “KFC Supa Strikas Golden Shakes”
  • Government Employee Medical Scheme (GEMS) for “GEMS EVO Switch Campaign”
  • PepsiCo – Doritos and AdColony for “Doritos Mix”
  • Unilever Food Solutions Turkey and Being Cozum for “UFS SAFE HANDS”
  • Givenchy and Havas Media for “Beauty Ride”

Promotion

  • Givenchy and Havas Media for “Beauty Ride”
  • Vodafone and Ketchup Loyalty “Vodafone Yanımda (Vodafone With Me) - #What'sInItForMe Campaign”
  • PepsiCo - Lipton Ice Tea and Mindshare for “Lipton Ice Tea Shell Promotion”
  • Las Vegas Convention and Visitors Authority | LVCVA for “The Christmas Tales of Las Vegas”
  • BURGER KING® and The Jupiter Drawing Room (Cape Town) for “#SWHOPPER”

Social Impact / Not for Profit

  • Unilever and Liquorice for “Unilever uGive”
  • Amarula,  Liquorice and FCB for “Amarula #NameThemSaveThem”
  • Enerjisa and Mediacom for “Enerjisa - Save Your Energy Movement”

MEDIA

Cross Media

  • Nestlé / Nescafé and Mindshare & Maxus for “Turn your Home into a Café with Nescafé”
  • Unilever Russia Dove and Initiative Russia for “Dove You are more beautiful that you think you are”
  • Fiat and People Initiative for “From Inside the Plot”
  • AXA and Havas Media for “One Step Ahead”
  • Ariel and Mobitainment & Brainbow Conscious Creatives for “Ariel Impossible made Possible”

Cross Mobile Integration

  • Zubizu and Mindshare for “ZUBİZU Harbiye Open Air Concerts Campaign”
  • Sütaş and Alametifarika for “Sütsüz Olmaz”
  • Government Employee Medical Scheme (GEMS) for “GEMS EVO Switch Campaign”

Marketing within a Mobile Gaming Environment

  • Unilever -  Signal and R/GA London for “The Adventures of Little Brush Big Brush”
  • Mastercard South Africa and Digitata Insights (Pty) Ltd for “Masterpass Race”
  • AB InBev (South Africa) / SAB and Initiative Media (Johannesburg) for “Hansa Switch @6”
  • Warner Bros. and Mediacom for “Warner Bros. – Resident Evil: The Final Chapter”
  • Vodafone and Mindshare Turkey for “4,5G Truck”

Messaging

  • EDUCO and Havas Media for “Educo - Child Protection Kit”
  • Nike and R/GA London for “Nike On Demand”

Programmatic

  • Garanti Bankası and Digitouch for “Garanti One”
  • Subway France and S4M for “Subway You're the Chef”

Mobile App

  • Garanti Bank and Cereyan Media for “GarantiOne Launch Campaign”
  • Yapikredi and Yapikredi for “Yapi Kredi Mobile App”
  • Shell and MOBGEN for “Shell App for Connected Car”
  • Turkcell - BiP and BPN İstanbul for “Series Extra”

Mobile Website

  • Sütaş and Alametifarika for “Sütsüz Olmaz”
  • Amarula and Liquorice for “Amarula #NameThemSaveThem”

Mobile Search

  • Dunlop Tyres SA and Conversation LAB for “Dunlop Mobile Search”
  • Miladys and Conversation LAB for “Miladys Mobile Search”
  • Zubizu and Mindshare for “ZUBİZU Harbiye Open Air Concerts Campaign”

Mobile Native

  • Festival Republic and Gameloft Advertising Solutions for “Reading & Leeds”
  • Vodafone and Mindshare Turkey for “Yandex Traffic Blogger”
  • Unilever / Knorr and Mindshare “Knorr Pita Line”
  • Unilever and Mindshare for “Lipton Relaxing Banner”

Mobile Social

  • Sütaş and Alametifarika for “Sütsüz Olmaz”
  • Unilever and Liquorice for “Unilever uGive”
  • Unilever - Signal and R/GA London for “The Adventures of Little Brush Big Brush”
  • Nike and R/GA London for “Nike On Demand”
  • P&G and AdColony for “P&G Thank You Mom”

TECHNOLOGY

Innovation

  • Unilever / Cornetto and Mindshare Turkey for “Last Chance”
  • Shell and MOBGEN for “Shell App for Connected Car”
  • Peugeot and OMD for “Peugeot 3008 Airplane Mode Targeting”
  • Unilever and Liquorice for “Knorr Dinner on Demand”
  • Turkcell - Fizy and BPN Istanbul for “Fizy Heart Rate”

Location Based Services or Targeting

  • Arçelik and NMOBS for “ARÇELİK OLED TV Campaign”
  • McDonald's and OMD for “McDonald's Germany Location 2016”
  • Subway France and S4M for “Subway You're the Chef”
  • AXA and Havas Media for “One Step Ahead”
  • Leroy Merlin and Mobext for “Leroy Merlin 2016 e-Catalogue Cross-Device Activation”

Mobile Payments / Commerce

  • Shell and MOBGEN for “Shell App for Connected Car”
  • Unilever and Liquorice for “Knorr Dinner on Demand”

The Internet of Things - Products in the Market

  • Lipton and InMobi, Unilever for “Lipton Green Tea”

Mobile Video

  • Beats by Dre and HAVAS MEDIA for “Anthony Joshua vs Wladamir Klitschko: Beats Media House”
  • Pegasus Airlines and Hype for “Winter Is Coming”
  • Huawei Turkey and Maxus Turkey for “Focus on Portraits with Huawei P10”
  • Unilever - Signal and R/GA London for “The Adventures of Little Brush Big Brush”
  • SA Home Loans and Liquorice for “SA Home Loans House Rules”

VR/AR

  • Unilever, Lifebuoy and The Niche Guys for “Global Handwashing Day 2016”
  • Lipton and InMobi, Unilever for “Lipton Green Tea”

360 Degree Video

  • Fiat and People Initiative for “From Inside the Plot”
  • Yapı Kredi and Koçzer for “Find The Hidden Vadaa”
  • Turkcell and BPN İstanbul for “Beyond A Stadium”