September 28, 2015
Heineken and R/GA London awarded “Best in Show” for Heineken @WhereNext Campaign; Walmart, The Coca-Cola Company, Mindshare, Pandora, Criteo receive Industry Award Accolades
 
New York – September 28, 2015 – Cutting edge creativity and innovation from marketing, media, technology, and agency organizations from around the world was on display tonight at the 2015 MMA Global Smarties™ Gala at Pier Sixty in New York City, where the winners of the coveted Global Smarties™ were revealed.
 
The winning campaigns demonstrate mobile’s singular ability to bring a brand closer to its consumers, engaging customers with immersive, meaningful experiences that lead to tangible business outcomes.
 
This year’s most prestigious “Best in Show” honors were awarded to Heineken and R/GA London for their “Heineken @WhereNext” Campaign. This campaign leveraged the power of mobile with an aim to locate and consume relevant social interactions, globally, and in real time, in order to provide guidance to consumers about places and venues trending at the exact time of their search.
 
“Heineken’s @WhereNext campaign incorporated pioneering use of technology, personalization, immersive brand experience, and real-time context. As mobile technology and capabilities advance, the creativity, innovation and impressive results in mobile marketing set the stage for a future of what’s possible,” said Sheryl Daija, Chief Strategy Officer, MMA. “Winners of the 2015 Smarties represent those who are blazing new trails, exhibiting bravery and innovation across the sizzling and competitive mobile marketing ecosystem. “
 
In addition to recognizing mobile creativity and effectiveness, the Smarties also revealed a number of companies who received accolades for being industry trailblazers and disruptors. The Industry Awards were handed to an impressive group of companies, including:
 
●      Marketer of the Year: Walmart
●      Leadership of the Year: The Coca-Cola Company
●      Agency of the Year: Mindshare
●      Media Company of the Year: Pandora
●      Technology Enabler: Criteo
 
“Walmart and The Coca-Cola Company were honored with the Marketer and Leadership Awards respectively for their commitment and investment in mobile as examples of how brands are transforming not just their marketing, but their businesses too,” said Greg Stuart, CEO, MMA. “There is simply no-one better in mobile than these two exceptional brands. It’s an honor to watch them.”
 
At the same time, furthering MMA’s ongoing effort to establish best practices and identify the major trends in mobile, the MMA in collaboration with Millward Brown soon will publish the Global Trends Report. The Global Trends Report examines common characteristics from winners of 2015 Global Smarties and Cannes Mobile Lions awards. As a benefit to its brand members, the MMA will be converting the shortlist into case studies to be added to the over 500 strong Case Study Hub. All winning campaigns can be viewed in the 2015 Smarties Winners Gallery.
 
2015 GLOBAL SMARTIES AWARD WINNERS:
 
BEST IN SHOW
Heineken and R/GA London
Heineken @WhereNext
England
 
 
MARKETING STRATEGY AWARDS
 
BRAND AWARENESS
 
Gold
Volvo Cars North America and R/GA
The XC90 Experience in Volvo Reality
US
 
Silver
Cornetto, Unilever and Mindshare Malaysia
The Ghost is Calling
Turkey
 
Bronze
Nike and Razorfish
Razorfish - Nike 2014 World Cup mobile Alphonso -
US
 
 
LEAD GENERATION / DIRECT RESPONSE / CONVERSION
 
Gold
Inmarko and Brandtone
Inmarko ice cream
Ireland
 
Silver
AUDI AG and Razorfish Germany
Audi TT Brochure Hack
Germany
 
Bronze
Unilever / Axe Black and J.Walter Thompson Manajans
Trending Outdoor
Turkey
 
 
PRODUCT / SERVICES LAUNCH
 
Gold
Volvo Cars North America and R/GA
The XC90 Experience in Volvo Reality
US
 
Silver
Xbox and Razorfish
Halo: Starscope
US
 
Bronze
Popeyes Louisiana Kitchen and Mithun, Inc.
Red Stick Staredown: A Game of Chicken
US
 
 
PROMOTION
 
Bronze
Dunkin’ Donuts Indonesia and PT Telekomunikasi Selular, Tbk (TELKOMSEL)
DONUTS WONDERLAND
Indonesia
 
 
RELATIONSHIP BUILDING / CRM
 
Gold
KappAhl and Mobiento / Deloitte Digital
Life & Style all mobile loyalty club
Sweden
 
Silver
Singapore Red Cross and MRM/McCann
The Red Cross Connection
Singapore
 
Bronze
Lifebuoy, Unilever and Mindshare Pakistan
Bond of Love on the Mother’s Day
Pakistan
 
 
SOCIAL IMPACT / NOT FOR PROFIT
 
Gold
Singapore Red Cross and MRM/McCann
The Red Cross Connection
Singapore
 
Silver
United Nations Mine Action Service and Critical Mass
Sweeper
US
 
 
CHANNEL MEDIA STRATEGY AWARDS
 
CROSS MEDIA / CROSS MOBILE INTEGRATION
 
Gold
Unilever / Axe Black and J.Walter Thompson Manajans
Silent Entertainment
Turkey
 
Silver
Chiquita, Universal Pictures and FunMobility
Minions Love Bananas 2015
US
 
 
CROSS SCREEN ADVERTISING
 
Gold
Reckitt Benckiser / Durex and Havas Worldwide London
Durex Explore
England
 
Silver
Unilever / Axe Black and J.Walter Thompson Manajans
Silent Entertainment
Turkey
 
Bronze
Hungry Lion and Yonder Media in partnership with the MediaShop
Hungry Lion Lucky Bucket Campaign
South Africa
 
 
MARKETING WITHIN A MOBILE GAMING ENVIRONMENT
 
Gold
Zespri and Mindshare China
How Zespri Got Kids Across China to Slice 18 Billion Kiwis
China
 
Silver
Popeyes Louisiana Kitchen and Mithun, Inc.
Red Stick Staredown: A Game of Chicken
US
 
 
MESSAGING
 
Gold
Colgate Palmolive (India) Ltd and Red Fuse Communications
Spreading a million smiles with a mobile
India
 
Silver
Singapore Red Cross and MRM/McCann
The Red Cross Connection
Singapore
 
 
MOBILE APP
 
Gold
AUDI AG and Razorfish Germany
Audi TT Brochure Hack
Germany
 
Silver
R/GA and Hammerhead Navigation
Hammerhead
US
 
Bronze
Target Corporation and SapientNitro
Target Holiday Wish List
US
 
 
MOBILE NATIVE
 
Gold
Mercedes-Benz USA and Razorfish
Build a GLA on Instagram
US
 
Bronze
adidas, Johannes Leonardo, Carat, TBWA\ Digital Arts Network and Opera Mediaworks
adidas Discovers the Power of Mobile-First Storytelling
US
 
 
MOBILE SEARCH
 
Bronze
We Energies and Pure Oxygen Labs
We Energies Transforms Power Outage Experience with Mobile Search
US
 
 
MOBILE SOCIAL
 
Gold
Sunsilk Shampoo, Unilever Vietnam and Mindshare Vietnam
The Language of Hair
Singapore
 
Silver
Mercedes-Benz USA and Razorfish
Build a GLA on Instagram
US
 
Bronze
Dunkin’ Donuts and Trilia/Hill Holliday
Dunkin’ Donuts Shark Week
US
 
Bronze
Nike and Razorfish
Razorfish - Nike 2014 World Cup mobile Alphonso US
 
 
MOBILE WEBSITE
 
Gold
Heineken and R/GA London
Heineken @WhereNext
England
 
 
PROGRAMMATIC
 
Bronze
DSW and Xaxis
Xaxis & DSW Cross Screen Campaign
US
 
 
ENABLING TECHNOLOGIES AWARDS
 
LOCATION BASED
 
Gold
R/GA London and Heineken
Heineken @WhereNext
England
 
Silver
Hellmann’s and Mindshare
Delivering Inspiration at Point of Sale
US
 
Bronze
Unilever / Lifebuoy and InMobi PTE Ltd and Mindshare Indonesia
Lifebuoy Flood
Indonesia
 
 
INNOVATION
 
Gold
AUDI AG and Razorfish Germany
Audi TT Brochure Hack
Germany
 
Silver
Volvo Cars North America and R/GA
The XC90 Experience in Volvo Reality
US
 
Bronze
Unilever/Rexona and Mindshare Turkey/Wanda/Mobilike
Who Does More?
Turkey
 
 
MOBILE VIDEO
 
Gold
Volvo Cars North America and R/GA
The XC90 Experience in Volvo Reality
US
 
Silver
Coca Cola and SCLBITS
Share a Coke Mexico
Mexico
 
Silver
Nike and Razorfish
Razorfish - Nike 2014 World Cup mobile Alphonso US
 
 
THE INTERNET OF THINGS
 
Gold
Owlet Baby Care and  R/GA
Owlet
US
 
Silver
Oral-B and iconmobile
Oral-B SmartSeries Mobile Application
US
 
Bronze
R/GA and Hammerhead Navigation
Hammerhead
US
 
 
INDUSTRY AWARDS
 
Global Marketer of the Year: Walmart
Global Leadership Award of the Year: The Coca-Cola Company
Global Agency of the Year: Mindshare
Global Media Company of the Year: Pandora
Global Enabling Technology Company of the Year: Criteo
 
 
About the Mobile Marketing Association (MMA)
The MMA 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). For more information about the MMA please visit www.mmaglobal.com.