Entries from Egypt, Germany, Lebanon, South Africa, Spain, Turkey and UAE are winners at MMA EMEA Smarties 2020 | MMA
December 16, 2020

London, 16 December 2020 – MMA EMEA today unveils the winning campaigns for its 2020 Smarties EMEA awards. The MMA Smarties is the world’s only global mobile marketing awards programme honouring and celebrating outstanding impact, ingenuity, and success in today’s modern communications mobile-connected world that is driving consumer engagement. A new category, Business Unusual was launched this year, in recognition of the outstanding work undertaken across the region during the pandemic, be it for Social Responsibility, Inclusivity, Technological Innovation or Customer Experience.

“There was a time earlier this year where we debated whether to hold our Smarties awards at all,” commented Chris Babayode, MD MMA EMEA. “We are certainly glad that we did, given the number of entries from across the region, given the number of judges who were able to view incredible submissions, and given that the industry rose to the challenge of delivering innovative, creative and effective campaigns during the pandemic that we judged under our new Business Unusual category. Hearty congratulations to each and every winner.”

All entries were judged based on four elements - strategy, creativity, execution and business impact. Business Impact accounted for 40 percent of the entrant’s overall score, while creativity, strategy and execution made up 20 percent each. The 2021 MMA EMEA Smarties Awards will launch in the spring.

 

The Smarties EMEA Award Winners for 2020 are:

 

EMEA - Brand Awareness

GOLD: Cheetos Mustache | Cheetos | OMD

 

SILVER:  Celebrate Everything | Tinkies | Hellosquare

 

BRONZE: Coke Energy -This Energy Is For You | Coca-Cola Energy | Carat Turkey

 

 

EMEA - Lead Generation / Direct Response / Conversions

GOLD: Akbank Walled Garden | Akbank | Akbank

 

SILVER: Elidor X Udemy | Unilever Elidor | Mindshare

 

BRONZE: MultiChoice Festive Campaign | MultiChoice | Reprise Digital

 

 

EMEA - Product / Services Launch

GOLD: Maximum Gaming Card | İşbank | Muse İstanbul

 

SILVER: DIMES Milkshake Launch | DIMES | Reklamania Creative

   

BRONZE: Fanta Music Is Ours | Fanta | Carat Turkey

 

 

EMEA - Promotion

GOLD: Screen Time Discount | Yapı Kredi | 4129Grey

 

SILVER: Obsesso ile Evin Keyfini Çıkar | Obsesso | AdColony

 

BRONZE: DIMES Milkshake Launch | DIMES | Reklamania Creative

 

 

EMEA - Mobile Gaming, Gamification & E-Sports

GOLD: The Rising of New Generation T | Akbank | Akbank

 

SILVER: Coca-Cola e-Euro 2020 | Coca-Cola | Carat Turkey

 

BRONZE: Turkey’s largest esports event “Istanbul Backgammon Tournament” | Atolye Games | Atolye Group

 

 

EMEA - Mobile App

GOLD: İsbank's İmeceMobil App | İşbank | İşbank

 

SILVER: İşbank's Maximum İşyerim App | İşbank | İşbank

 

BRONZE: Garanti BBVA - Mobile App Garanti BBVA Mobile | Garanti BBVA | Leo Burnett

 

 

 

EMEA - Mobile Search

GOLD: DenizBank Takes a Data-Driven Approach with Adjust to Reduce Costs | DenizBank | Adjust

 

SILVER: The Great Google Shopping Hack| Yalı Spor | Neodigital

 

BRONZE: Axess - OK, Google. I'm Feeling Lucky | Akbank | Hype

 

 

EMEA - Mobile Native

GOLD: Screen Time Discount | Yapı Kredi | 4129Grey

 

SILVER: DIMES Milkshake Launch | DIMES | Reklamania Creative

 

BRONZE: Ford - Chain Interactive Stories | Ford Focus | Ingage Media

 

 

EMEA - Mobile Social

GOLD: #Babil'sNumber | Bepanthol | Wunderman Thompson

 

SILVER: Cheetos Mustache | Cheetos | OMD

 

BRONZE: Fanta Music Is Ours | Fanta | Carat Turkey

 

 

EMEA – Innovation

GOLD: #Babil'sNumber | Bepanthol | Wunderman Thompson

 

SILVER: Celebrate Everything | Tinkies | Hellosquare

 

BRONZE: INTANGIBLES. A digital exhibition from the Telefónica Collection | Fundación Telefónica | Accenture

 

 

EMEA - Location Based Services or Targeting

GOLD: Coca-Cola - "Support Your Locals with DCO" | Coca-Cola | Carat Turkey

 

SILVER: Lay's 4 Seasons DOOH and Mobile Banners | Lay's | OMD

 

 

EMEA – mCommerce

GOLD: İşCep Marketplace | İşbank | Carat Turkey

 

SILVER: Akbank Walled Garden | Akbank | Akbank

 

 BRONZE: MTN Chat - Recharge Without Leaving Your Chats | Accenture Interactive and MTN | Accenture Interactive and MTN

   

 

EMEA - Mobile Video

GOLD: Love Beauty and Planet Good Loop Donation | Unilever Love Beauty and Planet | Mindshare Turkey

  

SILVER: Cheetos Mustache | Cheetos | OMD

 

BRONZE: DIMES Milkshake Launch | DIMES | Reklamania Creative

 

 

EMEA - Data/Insights

GOLD: Akbank Walled Garden | Akbank | Akbank

 

SILVER: Coca-Cola - "Support Your Locals with DCO" | Coca-Cola | Carat Turkey

 

BRONZE: The Great Google Shopping Hack | Yalı Spor | Neodigital

 

 

EMEA - Mobile Audio / Voice

GOLD: McDonald's Regional Brand Trust // Hygiene | McDonald's | AdColony

 

SILVER: Magnum’s Legendary Crack Sound x Spotify 3d Audio | Unilever / Magnum | Mindshare Turkey

 

BRONZE: Obsesso ile Evin Keyfini Çıkar | Obsesso | AdColony

 

 

EMEA - Gender Equality in Advertising

SILVER: UNICORNETTO //MY FAIRY TALE | Cornetto // Unilever | Medina Turgul DDB

  

 

EMEA - Social Responsibility

GOLD: App Samurai Covid19 Resilience Grant EMEA | App Samurai | App Samurai

 

SILVER: Lifebuoy Purpose | Lifebuoy | Magna

 

 

EMEA - Technology Innovation

GOLD: Virtual Assistant Maxi - Covid-19 Adaption | İşbank | İşbank

 

SILVER: Pay to the Future - Geleceğe Öde | İşbank | VMLY&R Turkey

 

BRONZE: Samsung A51 Launch - First Programmatic Ingame Advertising Campaign | Galaxy A51 | Adgage

 

 

EMEA – App

SILVER: How did the Bodeboca Acquisition Campaigns Outperformed During the Lockdown? | Bodeboca | Addict Mobile

 

 

EMEA - Inclusivity (during the pandemic)

GOLD: Coca-Cola - "Support Your Locals with DCO" | Coca-Cola | Carat Turkey

 

SILVER: Carte d'Or Do Something Sweet at Home | Carte d'Or | Standby Creative Group

 

BRONZE: Obsesso ile Evin Keyfini Çıkar | Obsesso | AdColony

 

 

EMEA - Customer Experience

GOLD: KFC goes TikTok #DoTheColonel | Kentucky Fried Chicken (Great Britain) Limited, German Branch | BUTTER. GmbH

 

SILVER: The New Brave | Procter & Gamble / Always | Procter & Gamble

 

BRONZE: Rich’s Africa WhatsApp Chatbot | Rich’s® Africa | Mobitainment