MMA 2016 Global Smarties™ Awards Honor Most Creative, Innovative and Effective in Mobile Marketing | MMA
September 27, 2016
To view the winners gallery, click here.

Dunkin’ Donuts and DigitasLBi Awarded “Best in Show” for #WTFast On-The-Go Ordering Campaign; IBM Watson, Pokemon Go, R/GA, Snapchat and Unilever Received Best of Industry Awards

NEW YORK - September 27, 2016: Creativity, strategy and innovation from marketing, media, technology and agency organizations from around the world were on display last evening with the Mobile Marketing Association (MMA) when they announced the 2016 Global Smarties™ Awards, honoring the teams and talent behind the year’s most innovative and effective marketing campaigns.

This year’s prestigious “Best in Show” honors were awarded to Dunkin’ Donuts and DigitasLBi for their #WTFast On the Go Ordering campaign. This campaign leveraged 360 video-fueled creative to power mobile downloads that offered the ability to complete the sale.

“The Dunkin’ Donuts campaign incorporated pioneering technology, personalization, an immersive brand experience and real-time commerce. It’s a beautiful example of how brands can continue to evolve the creative experience as technologies and capabilities advance, setting the stage for a future of what’s possible,” said Sheryl Daija, Chief Strategy Officer, MMA. “Winners of the 2016 Global Smarties represent the marketers who continue to take risks and inspire courage.”

In addition to recognizing mobile creativity and effectiveness, the Smarties honored a number of companies for being industry trailblazers and disruptors. The Global Industry Awards were handed to an impressive group of companies, including:

  • Marketer of the Year: Unilever
  • Media Company of the Year: Snapchat
  • Enabling Technology of the Year: IBM Watson
  • Disruptor of the Year: Pokemon Go
  • Agency of the Year: R/GA

“Unilever, IBM Watson, Snapchat and all of our industry award winners demonstrate the various ways that mobile is evolving and how brands are transforming not just their marketing, but their businesses too,” said Greg Stuart, CEO, MMA. “These are our pioneers in mobile today and it is an honor to watch them.”

For the first time this year, the MMA also launched the Impact Awards and celebrated a collection of industry executives who have devoted their time, energy and expertise to furthering the mission of the MMA and the industry. Those winners include:

  • Monica Ho, xAd
  • Tanvi Kapoor, InMobi
  • Gilad Amital, Ubimo
  • Priti Ohri, DataXu

The Smarties Awards are based on four criteria: strategy, execution, creativity and results. The 2016 entries, which includes campaigns from 30 countries, were first pre-screened by a council comprised of over 100 senior level mobile marketers. A shortlist of finalists were then reviewed by MMA’s independent jury of 28 senior brand and agency professionals, led by jury chairperson Denise Karkos, CMO of TD Ameritrade.

The campaign winners of the 2016 Global Smarties Awards are:


  • Dunkin' Donuts and DigitasLBi for #WTFast (United States)


Brand Awareness

  • SILVER: Nice 'n Easy and Facebook Creative Shop for “The Greys Are Here” (Singapore)
  • SILVER: Active Wheel and PHD India for “Lo Kar Lo Baat” (India)

Lead Generation / Direct Response / Conversion

  • BRONZE: AMF Fastigheter and Mobiento / Deloitte Digital for “Urban Escape: the Rooftop experience” (Sweden)

Product / Services Launch

  • GOLD: Dunkin' Donuts and DigitasLBi for “#WTFast” (United States)
  • GOLD: Stylight/Shazam and Mediaplus / Serviceplan for “The Fashion Mag Hijack” (Germany)
  • BRONZE: Samsung and R/GA for “Try On a Six” (United States)


  • SILVER: Netshoes, Comunicacao Ltda. & MUV for “Netshoes. Free & Unlimited Internet Access. On Your Mobile.” (Brazil)
  • BRONZE: Saturn and Mediaplus / Serviceplan for “Shop Clock” (Germany)

Relationship Building / CRM

  • SILVER: Spotify and Razorfish New York for “Spotify Singles” (United States)

Social Impact / Not for Profit

  • GOLD: Atados and J. Walter Thompson for “Donate the Bars” (Brazil)
  • SILVER: Disque Denuncia and Agência3 for “Stray Notification” (Brazil)
  • BRONZE: Mindshare Indonesia / Lifebuoy and Opera Mediaworks for “Lifebuoy” (Singapore)


Cross Media / Cross Mobile Integration

  • GOLD: Unilever/ Dove Hair and Mindshare for “Dove Love Your Curls Emoji” (United States)
  • SILVER: Samsung Vietnam and Leo Burnett Vietnam for “Watch it with the S6” (Vietnam)
  • BRONZE: Danone / Serenito, Logan, Mobext & Room 23 for “SerePixels: Augmented Reality Strategy” (Brazil)

Cross Screen Advertising

  • SILVER: Nike and Mindshare for “Spark Brilliance” (Turkey)

Marketing within a Mobile Gaming Environment

  • GOLD: Acura and Ignition: A Razorfish Company for “#RaceYourHeartOut” (United States)
  • BRONZE: Paramount Pictures International and MEC for “Paramount Pictures International, MEC, and Phunware Rev Up Mobile Advertising for ‘Mission: Impossible: Rogue Nation’” (United States)


  • GOLD: SapientNitro for “SpeakEmoji” (United Kingdom)
  • SILVER: Plan.Net and Mediaplus for “WhatsGerman” (Germany)
  • BRONZE: Sony Pictures Entertainment / Goosebumps and UM for “Movie Magic Comes to Life” (United States)

Mobile App

  • GOLD: The Miami HEAT and SapientNitro for “Miami HEAT App” (United States)
  • SILVER: Unilever/ Dove Hair and Mindshare for “Dove Love Your Curls Emoji” (United States)
  • BRONZE: Nissan North America and Critical Mass for “Nissan Diehard Fan” (United States)
  • BRONZE: Coty / Sally Hansen for ManiMatch App (United States)

Mobile Search

  • BRONZE: PHD delivery Sdn Bhd and Mindshare Malaysia for “Haze, Haze You Can Stay, We're Enjoying Pizza Today!” (Malaysia)

Mobile Social

  • SILVER: BMW Group / BMW of North America and KBS / Serviceplan for “Eyes on Gigi” (United States)
  • SILVER: Spotify and Razorfish New York for “Spotify Singles” (United States)
  • SILVER: Unilever/Cornetto and PHD CHINA for “Cornetto love can't wait” (China)
  • BRONZE: Hershey's and MRM//McCANN for “Hershey's Happygrams” (Singapore)

Mobile Website

  • SILVER: Samsung and R/GA for “Try On a Six” (United States)
  • BRONZE: Samsung Vietnam and Leo Burnett Vietnam for “Watch it with the S6” (Vietnam)



  • GOLD: AIA Korea, The Creamunion and Facebook Creative Shop for “Mother's first song” (Singapore)
  • SILVER: Active Wheel and PHD India for “Lo Kar Lo Baat” (India)
  • SILVER: Atados and J. Walter Thompson for “Donate the Bars” (Brazil)
  • SILVER: Acura and Ignition: A Razorfish Company for “#RaceYourHeartOut” (United States)

Location Based

  • SILVER: Dell and Y&R for Dell “Play Through” Mobile App (United States)
  • BRONZE: BMW and Cadreon for “BMW Driving Moments That Matter” (United States)
  • BRONZE: Samsung Galaxy S6 and Starcom for “Bringing Mobile Geo-Fencing into the Programmatic Age” (United States)

Mobile Audio

  • GOLD: AIA Korea, The Creamunion and Facebook Creative Shop for “Mother's first song” (Singapore)
  • GOLD: Nike and R/GA for “Pace Station” (United States)

Mobile Video

  • GOLD: Nike and Mindshare for “Spark Brilliance” (Turkey)
  • GOLD: BMW Group / BMW of North America and KBS / Serviceplan for “Eyes on Gigi” (United States)
  • BRONZE: Dentsu / Disney: Pixar and Opera Mediaworks for “Finding Dory” (Singapore)

The Internet of Things

  • SILVER: Bitfinder and R/GA for “Awair” (United States)
  • SILVER: Keen Home and R/GA for “Keen Home Smart Vent” (United States)

The MMA, in collaboration with Millward Brown, will also publish a Global Trends Report based on analysis of the Smarties entrants and honorees. This report will offer marketers insights on best practices, key trends and factors that contribute to a winning mobile campaign. Additionally, the MMA will showcase the shortlist in a series of case studies to be added to the over-600-strong Case Study Hub.

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, spanning nearly fifty countries around the world. Our members represent the entire 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: cultivate inspiration by driving innovation for the Chief Marketing Officer; build mobile marketing capabilities for marketers through fostering know-how and confidence; champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocate for mobile marketers. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development. 

Members include:, Allstate, American Express, Bank Of America, Campbell’s, Chase, Chobani, Choice Hotels, Citi, Colgate-Palmolive, DataXu, Dunkin’ Brands, E*TRADE, Electronic Arts, ESPN, Facebook, Ford, Foursquare, Google, Havas, Hilton, iHeartMedia, InMobi, Johnson & Johnson, Krux, Marriott, MasterCard, McDonald’s, Mondelez, Nestle, OpenMarket, Pandora, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, R/GA, RadiumOne, Razorfish, Samsung, SAP, Sears, Spotify, Starcom, The Coca-Cola Company, The Rubicon Project, The Weather Company, T-Mobile, TUNE, Ubimo, Unilever, Verve, VEVO, Vibes, Visa, Walmart, Wendy’s, xAd , Zurich and many more. The MMA’s global headquarters are located in New York with regional operations in Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information about the MMA please visit