New York – October 1, 2014 – A stellar showcase of marketer, media, technology and agency excellence from around the world was presented tonight at the 2014 MMA Global Smarties™ Gala at the Highline Stages in New York City, where the winners of the coveted Global Smarties™ were revealed. 

 

As mobile technology and capabilities advance, creativity, innovation and impressive results in mobile marketing set the stage for a future of what’s possible. The winners of the Smarties represent those who are blazing new trails, exhibiting bravery and innovation across the sizzling and competitive mobile marketing ecosystem. 

 

This year’s most prestigious “Best in Show” was awarded to Hindustan Unilever and PHD for their “Kan Khajura Tesan” campaign in Bihar, India. This campaign leveraged the uniqueness of mobile by creating a new media channel to reach a rural population of 137 million who suffer from daily power cuts, but where 86 percent of the population owns a mobile phone. By delivering “free, on-demand and always-on” entertainment, Unilever was able to build a new loyal consumer base for a number of products to what has been an unreachable audience.  

 

“Khan Khajura Tesan was a beautiful campaign that proves that marketers are only limited by their own imagination regarding what’s possible in mobile,” said Sheryl Daija, chief strategy officer at the MMA. “This was truly a groundbreaking campaign where Unilever courageously leveraged the power of mobile. Many of the winners of the 2014 Smarties exhibited that while mobile is most global of media, it is also the most local.”

 

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: Unilever

• Marketer to Watch: Ford Motor Company

• Media Company of the Year: Facebook 

• Agency of the Year: Razorfish

 

“Unilever was honored as Marketer of the Year for their leadership and commitment to mobile on a worldwide basis,” said Greg Stuart, CEO, at the MMA. “Their work and investment in mobile is a great example of how a brand is transforming their business through mobile. This year we received more innovative and inspiring entries than ever before, a sign that marketers are really thinking outside the box as the mobile space continues to evolve.” 

 

In conjunction with the announcement of the Smarties Winners, the MMA also launched a Smarties Trend Report highlighting strategies behind some of the best practices framework based the winning campaigns. Some of the key trends included: 

 

• The Gateway to Dynamic Personalization

• one to one engagement allows marketers to provide more personalized content.

• The Consumer-Needs Compass

• 20% of campaigns used location enabling brands to reach the right person at the right time, with the right message in the right place with the right mindset

• The “Always on” Brand-Station

• 40% of winning entries provided “always on” brand experiences provide entertainment or a specific service to their consumer

• The Campaign Engagement Link

• mobile-centric campaigns that harness mobile technology to amplify other channel efforts

• The Mobile Social Influence

• 33% of the winning campaigns show how brands are taking advantage of existing social platforms, and their users, to grow their brands in more organic ways. 

• The Internet of Things

• product is now becoming a conduit of the message and brand experience. 

 

 

Hindustan Unilever and PHD India

Kan Khajura Tesan

India

 

 

 

Hindustan Unilever and PHD India

Kan Khajura Tesan

India

 

Mercedes-Benz USA and Razorfish

Take the Wheel

USA

 

KIA and MNET

KIA "Game On"

Australia

 

 

Mercedes-Benz USA and Razorfish

Take the Wheel

USA

 

WWF DENMARK & WWF TURKEY and 41? 29!

#LastSelfie

Turkey

 

 

Mercedes-Benz USA and Razorfish

Take the Wheel

USA

 

Qol Devices, Inc. and R/GA

Alvio

USA

 

 

Virgin Mobile Australia and Starcom Australia in partnerships with OGB & Havas Worldwide

Virgin Mobile Game of Phones

Australia

 

Old Navy and A2G

Tweet For Your Feet

USA

 

Unilever / Elidor (Sunsilk) and Manajans / JWT

Catch Pink If You Can

Turkey

 

 

DeVry Brasil and PorQueNão?

DeVry Study Monitor

Brazil

 

Coca-Cola (Japan) Company, Limited and DENTSU INC.

My Favorite Cafe - GEORGIA Vending Machine App

Japan

 

 

WWF DENMARK & WWF TURKEY and 41? 29!

#LastSelfie

Turkey

 

NAMI NYC Metro and JWT New York

I Will Listen

USA

 

WEARABLES IMPACT ON MARKETING

 

Rip Curl and VML Australia

Rip Curl Search GPS

Australia

 

Walgreens 

Balance Rewards

USA

 

Nike and R/GA New York

Win the Hour

USA

 

 

 

Dunkin' Donuts and Hill Holliday

#DunkinReplay

USA

 

Toyota Corolla and Saatchi & Saatchi LA

Corolla Style

USA

 

Unilever / Dove and Mindshare

Helping Girls Love their Hair Deep Down to the “Cell-Fie”

Vietnam

 

 

Beats Music and R/GA London

Beats Music

USA

 

Tastic and Yonder Media in partnership with MediaShop and Tag Promotions

Tastic Red Pot Campaign

South Africa

 

 

Sony Electronics and UM and Amazon Media Group

Sony 4K Ultra HD TV Launch

USA

 

Samsung Electronics and Starcom MediaVest Group

1st Cross Screen, Real-time Audience Experience App in Turkey powered by Samsung Galaxy S5

Turkey

 

Unilever China Walls Cornetto (icecream) and PHD China

Cornetto - Express love in 8 seconds

China

 

 

BENGAY® and Ansible

BENGAY - CHAMPIONING MOVEMENT, IN THE MOMENT

USA

 

Google Maps App and Essence

Google Maps App QuizUp Campaign

England

 

State Farm and Rovio/Angry Birds

State Farm & Rovio--Native/Mobile

USA

 

 

DoSomething.org and Mobile Commons

Mobile Commons & DoSomething.org Text with The President Campaign

USA

 

 

Nike and R/GA New York

The Nike SB App

USA

 

Beats Music and R/GA London

Beats Music

USA

 

Sports Revolution and Sports Revolution

CelticLIVE App

England

 

 

Red Roof Inn and 360i

Red Roof Inn Flight Cancellation Coup

USA

 

TD Ameritrade and Adobe

Leveraging Mobile to Drive Acquisitions

USA

 

 

Nike and Razorfish Hong Kong

Nike Locker Room

Hong Kong

 

Lincoln and Team Detroit

Lincoln.com Mobile Site Redesign

USA

 

 

Google Maps App and Essence

Google Maps App QuizUp Campaign

England

 

Jeep Cherokee and The Weather Company

Jeep Native Takeover on The Weather Channel App for iPhone

USA

 

Lexus and Electronic Arts

Lexus & Real Racing 3's Virtual Test Drive

USA

 

 

Qol Devices, Inc. and R/GA

Alvio

USA

 

Amoedo and Artplan

Pipe Burst

Brazil

 

Lincoln and Team Detroit

2013 MKZ/29HD Tablet Magazine Integration

USA

 

USE OF MOBILE SOCIAL MEDIA

 

Old Navy and A2G

Tweet For Your Feet

USA

 

 

 

Virgin Mobile Australia and Starcom Australia in partnerships with OGB & Havas Worldwide

Virgin Mobile Australia

Australia

 

NEUTROGENA and Ansible

Sun Activated Advertising

USA

 

 

Nike and R/GA New York

The Nike SB App

USA

 

Toyota Corolla and Saatchi & Saatchi LA

Corolla Style

USA

 

 

Qol Devices, Inc. and R/GA

Alvio

USA

 

Hindustan Unilever and PHD India

Kan Khajura Teshan

India

 

P&G / Oral-B and Iconmobile Group

Oral-B Bluetooth-Connected Electric Toothbrush and Application

USA

 

 

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, AdChina, Colgate - Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonalds, Microsoft, Mondelez International Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia 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.