Categories | Mobile Marketing Association

The Smarties APAC

Celebration of Talent | September 25, 2017

With 21 categories, Smarties APAC 2015 covers everything from traditional print and innovation to brand awareness to video/rich media and social media.

APAC, India, Vietnam, Indonesia, Australia

Marketing Strategy Categories

These campaigns represent how mobile marketing was used to achieve core strategic marketing objectives while demonstrating creativity and effectiveness and showcasing the power of the mobile channel.

Brand Awareness
Any mobile marketing campaign created with the primary objective of building brand awareness and establishing brand recognition (has the brand grown/developed/been enriched by its engagement with mobile).
Lead Generation
Any campaign that demonstrates how the use of mobile marketing generated prospective customers for future engagement and sales, or any campaign that reveals how the use of mobile marketing directly impacted sales, conversions, trials, or purchase intent among the target audience.
Product/Services Launch
Any campaign that has used mobile to successfully launch and/or re-launch a product or service into the marketplace, delivering measurable success based on a mobile platform.
Promotion
Any campaign that demonstrates how the use of mobile marketing led to a successful promotional campaign (i.e.: contests, demonstrations, coupons, exhibitions/trade shows, games, sweepstakes, point-of-sale displays, merchandising, special offers etc.), resulting in increased customer activity and/or further engagement. Campaign should demonstrate mobile’s ability to reach a mass audience and change buying behavior.
Relationship Building/CRM
Any campaign that demonstrates how the use of mobile marketing was leveraged to build or manage strong relationships with customers. Should be measured by an increase in customer loyalty and/or led to customer retention.

Channel/Media Strategy Categories

These campaigns represent how mobile marketing was incorporated into an integrated marketing mix and/or leveraged different mobile channels with increased results based on creativity and ROI.

Cross Media/Cross Mobile Integration
Any campaign where mobile marketing was integrated as a core strategy with other media and communications channels.  E.g. TV, Print, Radio, Outdoor, PR, Direct Marketing, etc. or any campaign, which integrated a minimum of 3 mobile applications i.e.: apps, mobile web, video, display, search, messaging, etc.) 
Marketing within a Mobile Gaming Environment
Any campaign delivered within a gaming app or a mobile gaming environment where the brand is not the app or game itself. If you have a branded gaming app, submit to the Mobile App category.
Messaging
Any SMS/MMS based messaging campaign to a customer base, featuring the use of SMS/MMS and delivers against a core marketing objective. Examples include (but not limited to) activation of marketing programs, customer acquisition, engagement and conversion.
Mobile App
Any mobile app that was created as part of an integrated mobile marketing strategy to either provide information, entertainment, productivity or utility as part of the customer experience.
Mobile Website
Any mobile website (not an app) developed to provide an enhanced mobile experience to showcase a company, product, brand or service.

Enabling Technologies

These campaigns represent how the use of mobile based enabling technologies and innovations delivered against marketing campaigns and enriched the user experience and increased consumer engagement with a product or service.

Innovation
Any mobile marketing campaign featuring new or groundbreaking techniques and/or technologies to market a service or product or any campaign that has leveraged existing technology with a new, unconventional and creative execution.
Location Based
Any mobile marketing campaign that uses location based services as the primary anchor of the campaign to connect with customers and deliver highly relevant, targeted messages at a time and place when a consumer is most likely to act on them. These can be one off campaigns or long term activity.
Mobile Payments
A retail transaction that was enabled by a mobile device, using an application and/or the native capabilities of mobile.

Creative Awards

These awards/campaigns represent how mobile marketing has used innovative and engaging creative to achieve core strategic marketing objectives while demonstrating creativity and effectiveness and showcasing the power of the creative in the marketing/advertising campaigns.

Best Brand Experience in Mobile Rich Media
A mobile creative that embodies a brand’s philosophy and identity and creates an immersive and interactive experience keeping the brand at the core. It makes a user engage with a brand on the whole and creates top level recall and recognition in the user’s mind.
Most Engaging Mobile Creative
Awarded to a mobile creative on its post click performance. Measures the engagement levels of the user after the first point of interaction and how engaged a person remained as the ad progressed. It takes into consideration how long the user remained on the ad and whether they shared the experience forward on social media.

Industry Awards

The Industry Awards represent the best-of-the-best in the mobile marketing industry – all winners will have a direct impact in the growth of the industry and will be chosen by our Board Members, it is not possible to submit an entry for consideration. If you would like to recommend an organization for consideration please email apac.awards[at]mmaglobal[dot]com.

Global Best in Show
The Best in Show award will be selected by our esteemed panel of global judges from the winners of each of the award categories.
Global Marketer of the Year
This award represents the Marketer that has incorporated mobile marketing as an indispensable part of their marketing strategy worldwide and is using mobile to drive the innovation of marketing.
Global Publisher / Media Company of the Year
This award represents the Publisher or Media Company that has exhibited unprecedented leadership within the mobile marketing industry to help drive growth and best practices.
Global Enabling Technology Company of the Year
This award represents the Mobile Enabling Technology Company whose innovative technology has changed the landscape of the mobile marketing industry and disrupted the industry.
Operator of the Year in Mobile
This award represents the Mobile Operator organization that has exhibited unprecedented leadership within the mobile marketing industry to help drive its growth and best practices, and /or this award will be will be selected by our esteemed panel of judges /board members of MMA Asia from the winners of each of the award categories.
Agency of the Year in Mobile
This award represents the Publisher or Media Company that has exhibited unprecedented leadership within the mobile marketing industry to help drive its growth and best practices, and /or this award will be will be selected by our esteemed panel of judges/ board members of MMA Asia from the winners of each of the award categories.
Submit Your Work

Submit your best work in global, regional, and country programs.

Key Dates

APAC, India, Australia and Indonesia
  •   12 Jun, 2015
    Early Entry Deadline

  •   24 Jul, 2015
    Final Deadline

Vietnam
  •   15 Aug, 2015
    Early Entry Deadline

  •   30 Sep, 2015
    Final Deadline

Awards Gala and Winners will be announced soon.

Quotes from the Jury

  •   Groundbreaking way to communicate to consumers hard to reach

  •   Ambitious, used technology in an innovative way

  •   Wonderful use of platform, organic

  •   Beautifully executed

  •   Clever, tied in brand tightly

  •   Blew us away, ballsy, impressive

  •   Great use of visuals – very compelling

  •   Concept & product awesome, great case study

  •   A lot of activity, and consumer engagement. Very integrated – at home and in-store

  •   Inspiring. Well done