MMA 2018 Global and North America Regional Smarties™ Awards Honor Mobile Marketing Campaigns That Drive Business Impact | Mobile Marketing Association
October 1, 2018

Global “Best in Show” Awarded to Reclame Aqui and Grey Brasil’s “Corruption Detector” and Lifebuoy and PHD China’s “24 Hour Doctor” and North America “Best in Show” Awarded to Colgate and Red Fuse Communications “Colgate E1: The Connected Toothbrush”

NBCUniversal, Mindshare, Google RCS and McDonald’s Receive Industry Awards

New York – October 1, 2018 – Honoring the marketing teams and creative talent driving business impact through the power of mobile, the Mobile Marketing Association (MMA) today revealed the winners of the 2018 Global SmartiesTM Awards and the North America Regional Smarties following a celebration of talent.

The winners were selected by the MMA’s independent Global and North America juries comprised collectively of 46 renowned, senior brand and agency professionals under the guidance of jury presidents, Peter McGuinness, Chief Marketing & Commercial Officer at Chobani and Norman De Greve, Senior Vice President and Chief Marketing Officer, CVS Health, for the Global and North America competitions, respectively.

“We would like to offer a big MMA congratulation to all the Smarties winners for being courageous and taking risks,” said Sheryl Daija, Chief Strategy Officer, MMA.

For the Global Smarties, this year’s prestigious “Best in Show” honors were awarded to both Reclame Aqui and Grey Brasil’s “Corruption Detector,” and Lifebuoy and PHD China for “24 Hour Doctor.”

“This was the first time the Best in Show honor has been awarded to two campaigns,” added Daija. “The jury was deadlocked and ultimately agreed that both campaigns deserved to win the highest honor as they each served as an example of how mobile can be transformational in ways never possible before.”

In North America, “Best in Show” was awarded to Colgate and Red Fuse Communications’ “Colgate E1: The Connected Toothbrush, a campaign that highlighted the power of connected devices in building brand loyalty.

In addition to the honors given for effective mobile campaigns, the Smarties also recognized a number of companies for their industry-leading work. The Global Industry Awards were handed to an impressive group of companies, including:

  • Marketer of the Year: McDonald’s
  • Media Company of the Year: NBCUniversal
  • Enabling Technology of the Year: Google RCS
  • Agency of the Year: Mindshare

“All our industry award winners are the innovators and disruptors who are leading and growing the mobile marketing industry,” said Daija. “This was Mindshare’s second consecutive win as Agency of the Year winning over 19 awards and last year McDonald’s won the Marketer to Watch and this year they walked off with 9 global awards solidifying them as Marketer of the Year for 2018.”

The MMA also 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 honored this year include:

  • Maggie Mesa: OpenX
  • John Duffy and Margie Kupfer: 3Cinteractive
  • Sarah Hall: Waze
  • Kerrie Smith: Twitter

The 2018 entries were first pre-screened by a council comprised of over 100 senior level mobile marketers prior to judging by the independent jury. The campaigns are judged on 4 criteria with business impact accounting for 40 percent of each entrant’s overall score while creative, strategy and execution each made up 20 percent.

2018 Global SMARTIES Awards Winners:

BEST-IN-SHOW:

Reclame Aqui and Grey Brasil for “Corrpution Detector”
Lifebuoy and PHD China for “24 Hour Doctor”

MARKETING STRATEGY

Brand Awareness

  • GOLD: Lifebuoy and PHD China for “24 Hour Doctor”

  • BRONZE: Doritos and Mindshare China for “Beating the Unbeatable”

  • BRONZE: Coca-Cola and J.Walter Thompson for “Coca Cola Fan Feat”

Lead Generation / Direct Response / Conversions

  • SILVER: Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “McBot”

Product / Services Launch

  • BRONZE: OLX and Havas Media Indonesia for “OLX VOGON”

  • BRONZE: Rexona and Mindshare Indonesia for“Rexona Movement For Movement”

Promotion

  • GOLD: Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “BiteCoins”

  • SILVER: Coca-Cola and J.Walter Thompson for “Coca Cola Fan Feat”

  • SILVER: Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “McBot”

Relationship Building / CRM

  • GOLD: McDonald's Spain and OMD Spain for “From Mass McDonald's to My McDonald's”

  • SILVER: Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “McBot”

  • SILVER: T-Mobile and The Marketing Store for “Reaping Rewards with T-Mobile Tuesdays”

Social Impact / Not For Profit

  • GOLD: Twitter and McCann Spain for “#ImBack. The return to Twitter”

  • SILVER: Tinder and M Booth for “#RepresentLove: The Interracial Couple Emoji Project by Tinder”

  • SILVER: Mirinda and Mindshare India for “Breaking the deafening silence – Mirinda Release the Pressure”

  • BRONZE: Nicotex and m/SIX for “ICanYouCan”

MEDIA

Cross Media

  • SILVER: Doritos and Mindshare China for “Beating the Unbeatable”

  • BRONZE: Rexona and Mindshare Indonesia for “Rexona Movement For Movement”

Cross Mobile Integration

  • SILVER: Uniqlo and Mindshare China for “Top Gifting Choice”

  • BRONZE: Ruffles and AlmapBBDO for “Ruffles AmiGO”

Marketing within a Mobile Gaming Environment

  • GOLD: KFC and Mindshare China for “Turning KFC into gamer's playground”

  • SILVER: Sony Pictures and Universal McCann for “Peter Rabbit”

  • BRONZE: Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “McBot”

Messaging

  • SILVER: Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “McBot”

  • BRONZE: Pepsodent White and Mindshare for “Pepsodent Nightbrushing via Storytelling”

Mobile App

  • GOLD: Reclame Aqui and Grey Brasil for “Corrpution Detector”

  • SILVER: Twitter and McCann Spain for “#ImBack. The return to Twitter”

Mobile Search

  • GOLD: Big Bazaar and Mediacom Communications Pvt. Ltd. for “Smart Search”

  • BRONZE: Akbank and PNC for “The Future of Mobile Search Ads”

Mobile Social

  • GOLD: Foxtel and Mindshare Australia for “The Wentworth Rat”

  • SILVER: Aditya Birla Capital Health Insurance and Mindshare India for “#JumpForHealth”

  • BRONZE: Uniqlo and Mindshare China for “Top Gifting Choice”

Mobile Website

• GOLD: BMW and Jung von Matt AG for “The all-new BMW.com”

 

TECHNOLOGY

Innovation

  • SILVER: Antarctica Beer and AlmapBBDO for “APPee”

  • SILVER: Samsung Canada and eSSENTIAL Accessibility for “Enhance the Digital Experience for Users with Disabilities”

  • SILVER: Reckitt Benckiser and Interactive Avenues Pvt. Ltd. for “RexBot educates India's youth on healthy sex”

Location Based Services or Targeting

  • GOLD: Dove and Initiative Russia for “Dry Shampoo”

  • SILVER: Uniqlo and Mindshare China for “Hijacking the Largest Shopping Festival in the World”

  • SILVER: KFC and Mindshare China for “Turning KFC into gamer's playground”

  • BRONZE: Uniqlo and Mindshare China for “Top Gifting Choice”

Mobile Audio

  • GOLD: Sprite and J.Walter Thompson for “Formula Songs”

  • GOLD: Snickers/Spotify and AMV BBDO for “The Hunger Spotter”

Mobile Payments / Commerce

  • GOLD: 1-800-Flowers.com for “It's Never Too Late, Always the Perfect Gift with 1-800- Flowers”

  • SILVER: Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “BiteCoins”

Mobile Video

  • BRONZE: Nestle Indonesia “DANCOW Advanced Excelnutri+”and Mindshare Indonesia for “DANCOW Advanced Excelnutri+ “Iya Boleh 2.0””

  • BRONZE: Sony Pictures and Universal McCann for “Peter Rabbit”

VR/AR

  • GOLD: Ford and Mindshare Canada for “Ford EcoSport: In-Car AR”

  • GOLD: Lincoln and Hudson Rouge for “Lincoln Navigator 360 VR”

360 Degree Video

  • GOLD: Volvo and Courageous Studio for “Racing the Sun”

  • SILVER: Samsung Mobile and Starcom UK for “NowThis x Samsung Gear 360 – the no. 1 most-viewed campaign on Facebook in 2017”

  • BRONZE: Excedrin Migraine and Weber Shandwick for “Excedrin Works 360 Video”

The Internet of Things - Products in Prototype / Incubator Stage

  • SILVER: Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “The Tasty Drive”

2018 North America Smarties Winners

BEST-IN-SHOW:

Colgate and Red Fuse Communications “Colgate E1: The Connected Toothbrush”

MARKETING OBJECTIVE

Brand Awareness

  • GOLD: The Patrón Spirits Company and Publicis.Sapient for “Patrón Cocktail Lab”

  • SILVER: Creative Digital Agency, Inc. / Bravecto / Merck Animal Health and Creative

    Digital Agency, Inc. for “My MAH Vet Offers”

  • BRONZE: Samsung and Moburst for “Galaxy Apps”

Lead Generation / Direct Response / Conversions

  • BRONZE: Lincoln and Hudson Rouge for “Lincoln’s Enhanced Build & Price Experience”

Product / Services Launch

  • SILVER: TUMS and Weber Shandwick for “TUMS Chewy Bites Launch”

  • BRONZE: Mozilla and Fetch for “Firefox Quantum”

Promotion

  • GOLD: T-Mobile and The Marketing Store for “Reaping Rewards with T-Mobile Tuesdays”

  • SILVER: Creative Digital Agency, Inc. / Bravecto / Merck Animal Health and Creative Digital Agency, Inc. for “My MAH Vet Offers”

  • BRONZE: Island Records and Gameloft for “Fall Out Boy Story Mode”

Relationship Building / CRM

  • GOLD: Lane Bryant and Vibes for “Lane Bryant + Vibes | Smarties 2018”

  • SILVER: T-Mobile and The Marketing Store for “Reaping Rewards with T-Mobile Tuesdays”

Social Impact / Not For Profit

• GOLD: Lyft and Digitas for “2017 Lyft and Kargo Round Up & Donate Mobile Campaign”

Cross Mobile Integration

• GOLD: Lyft and Digitas for “2017 Lyft and Kargo Round Up & Donate Mobile Campaign”

Marketing within a Mobile Gaming Environment

  • SILVER: Island Records and Gameloft for “Fall Out Boy Story Mode”

  • BRONZE: Tyson, Mindshare and Twitch for “Tyson Game Day”

Messaging

  • GOLD: Lane Bryant and Vibes for “Lane Bryant + Vibes | Smarties 2018”

  • SILVER: 1-800-Flowers.com for “It's Never Too Late, Always the Perfect Gift with 1-800-Flowers”

  • BRONZE: Forevermark and Mindshare for “Forevermark Chatbot”

Mobile App

  • GOLD: Lincoln and Hudson Rouge for “The Lincoln Way App”

  • SILVER: Jeep and Bullitt Entertainment for “Adventure Reality”

  • BRONZE: T-Mobile and The Marketing Store for “Reaping Rewards with T-Mobile Tuesdays”

Mobile Search

  • BRONZE: GSK Abreva and PHD for “How to Get Rid of a Cold Sore”

Mobile Social

  • GOLD: TD Ameritrade and Havas NYC for “TD Ameritrade Essential Portfolios Cognitive”

  • SILVER: Flonase and Weber Shandwick for “Flonase Greatest Season Ever”

  • BRONZE: truTV / Impractical Jokers and Fooji for “Impractical Jokers Surprise and Delight”

  • BRONZE: TUMS and Weber Shandwick for “TUMS Chewy Bites Launch”

Mobile Website

  • BRONZE: Bridgestone Americas Tire Operations, LLC and Publicis.Sapient for “2018 Bridgestone Performance Institute”

  • BRONZE: AT&T Business and Hearts & Science for “The Future of Commerce”

Innovation

• BRONZE: Colgate Total and Red Fuse Communications for “Colgate Total Advanced Health Mouthwash”

Location Based Services or Targeting

  • BRONZE: Visit Austin, LatinWorks and AdTheorent for “’Visit Austin 2017 Leisure’ Mobile Advertising Campaign”

  • BRONZE: Northern California Honda Dealers, Baker Street Advertising and Clear Channel Outdoor for “Northern California Honda Dealers Reach Hispanic Auto Intenders, Achieve Lift in Visits”

Mobile Payments / Commerce

  • GOLD: 1-800-Flowers.com for “It's Never Too Late, Always the Perfect Gift with 1-800- Flowers”

Mobile Video

  • SILVER: Lyft and Digitas for “2017 Lyft and Kargo Round Up & Donate Mobile Campaign”

  • BRONZE: ZYRTEC and J. Walter Thompson for “The Muddle Shop”

VOICE*

  • SILVER: Hellmann's / Best Foods and Mindshare for “Hellmann's Best Foods Best Recipes”

  • SILVER: The Patrón Spirits Company and Publicis.Sapient for “Patrón Cocktail Lab”

VR/AR

  • GOLD: Build.com and Prolific Interactive for “Build.com ‘In-Home Preview’”

  • SILVER: Ford and GTB for “Ford.com 360 VR Experience”

  • BRONZE: Lincoln and Hudson Rouge for “Lincoln Navigator 360 VR”

  • BRONZE: Jeep and Bullitt Entertainment for “Adventure Reality”

360 Degree Video

  • GOLD: Excedrin Migraine and Weber Shandwick for “Excedrin Works 360 Video”

  • BRONZE: Lincoln and Hudson Rouge for “Lincoln Navigator 360 VR”

The Internet of Things - Products in the Market

  • GOLD: Colgate Smart Electronic Toothbrush E1 and Red Fuse Communication for “Colgate E1: The Connected Toothbrush”

This year will also mark the second time MMA will release the Business Impact Index, in partnership with WARC. At the completion of all nine Smarties programs around the world, the MMA will publish a “Top 5” ranking of mobile marketing companies – including individual rankings for each of agencies and brands – that achieve the biggest business impact. The top ranked company in each category will receive the brand new Smarties Index Business Impact Award. The award will be the ultimate achievement in mobile marketing, as it is an honor derived from aggregating the business impact of all the Smarties-winning campaigns from around the world.

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 innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and to advocate for mobile marketers. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.

Members include: 1-800-Flowers.com, AdColony, Allstate, Ally Financial, American Express, AT&T, Bank Of America, Campbell’s, JPMorgan Chase, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Colgate- Palmolive, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, ESPN, Facebook, Ford, Foursquare, Google, GroundTruth, , Hilton Worldwide, IBM Watson, LinkedIn, Marriott International, Match Group, Mastercard, McDonald’s, Microsoft, MillerCoors, OpenMarket, Pandora, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, R/GA, RetailMeNot, Salesforce, Samsung, Snap Inc., Spotify, SUBWAY, Target Inc., The Coca-Cola Company, , T- Mobile, TUNE, Turner Broadcasting, Twitter, Uber, Ubimo, Unilever, Vibes, Walmart, Zurich and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information about the MMA please visit www.mmaglobal.com.

Media Contact
Sheryl Daija
Chief Strategy Officer
[email protected]
917-287-6140