MMA Announces 2016 EMEA Smarties™ Awards Shortlist | Mobile Marketing Association
September 5, 2016

Campaigns exhibiting creativity and effectiveness, along with technical sophistication and consumer relevance from around the EMEA region compete to win coveted MMA EMEA Smarties™ awards.

London – Tuesday Sept 6, 2016 - The Mobile Marketing Association (MMA) EMEA today revealed the finalists for the MMA EMEA 2016 Smarties ™ Awards, a shortlist that celebrates the talent and companies that have harnessed the power of mobile and embraced the opportunity to be creative, effective and innovative in their campaigns.

The outreach was the widest yet, with entries received from all parts of the region. Whilst the UK, France and Turkey were well represented, there was significant growth in entries from Russia, Germany, the Middle East, South Africa, Nigeria and Kenya.

The shortlist was selected by the Smarties™ Pre-Screening Council, which consists of more than 100 senior level mobile practitioners and is then judged by a panel of senior marketers and agency professionals under the stewardship of Jury Chair, David Lowes, CMO, Samsung Electronic Europe. Submissions are evaluated against four criteria: strategy, execution, creativity, and results.

“I must congratulate those who have made this year’s shortlist. Marketers continue to seek to stand out in delivering their brands message on mobile, so it was challenging but invigorating and eye opening judging these entries to deliver the final winning campaigns,” said Lowes. “Quality, variety and effectiveness came to the fore and its great for us as marketers to see work from outside our sectors and geography.”

“Based on the judging criteria used to win a Smarties™ it is now more evident than ever that mobile holds a special ability to engage and interact, bringing brands closer to their consumers,” commented Chris Babayode, MD MMA EMEA. “This has been shown across the whole region – from north to south and east to west, as marketers and agencies showcase new, innovative and effective ways to drive their businesses forward using mobile.”

The shortlist for the 2016 MMA EMEA Smarties™ Awards includes:

BRAND AWARENESS

  • Turkcell Dialogue Museum
    Turkcell | Opera Mediaworks
  • #FeelWimbledon
    Jaguar | Mindshare UK
  • Music Is Under This Cap
    Efes Pilsen - Müzik Bu Kapağın Altında | Neodigital
  • Canon “Come and See”
    Canon | PHD/Blis Media
  • Stop watching, Start Living
    Renault | Nmobs

LEAD GENERATION

  • Wish Delivery Ad
    Media Markt | Opera Mediaworks
  • Royal Canin Offers Factory
    Royal Canin | Ruskan LLC
  • Audi Be my ValenTTine
    AUDI AG | Razorfish GmbH
  • K1664
    Heineken/ Kronenbourg | MediaVest
  • The #MoreThanAPhoneNG Campaign
    Samsung Nigeria | Terragon Group

PRODUCT / SERVICES LAUNCH

  • Turk Telekom Serial Banners
    Turk Telekom | Opera Mediaworks
  • #FeelWimbledon
    Jaguar | Mindshare UK
  • #YouGottaDry
    Unilever / Axe | Gorilla and Mindshare
  • Music Is Under This Cap
    Efes Pilsen - Müzik Bu Kapağın Altında | Neodigital

PROMOTION

  • Carving Labs
    Picard | Carving Labs
  • Blow Ad
    KOÇTAŞ | Zer
  • Royal Canin Offers Factory
    Royal Canin | Ruskan LLC
  • Together
    Unilever | Gorilla and Mindshare

SOCIAL IMPACT / NOT FOR PROFIT

  • Lynx and CALM #Biggerissues
    Unilever - Lynx | Mindshare UK
  • South Africa 2016 Municipal Elections Registration Campaign
    IEC South Africa | Yonder Media
  • Memories Matter
    Project We Forgot | MediaVest I Spark
  • Unilever AdCharity
    Unilever/Lipton, Knorr, Clave, Rexona | Initiative

CROSS MEDIA / CROSS MOBILE INTEGRATION

  • Spark Brilliance
    Nike | Mindshare
  • Brandtone & Tusker - Team Kenya
    Tusker | Brandtone
  • Blue Band – Good Breakfast Challenge
    Blue Band Kenya | Liquorice
  • #YouGottaDry
    Unilever / Axe | Gorilla and Mindshare
  • Garanti Bank "Meet with Ugi" Digital Campaign
    Garanti Bank | Ram Istanbul
  • Ask ile Yap Shazam
    Arcelik | Mindshare Medya A.Ş

MARKETING WITHIN A MOBILE GAMING ENVIRONMENT

  • Happy Studio
    McDonald's | R/GA London
  • Paramount Pictures International, MEC, and Phunware Rev Up Mobile Advertising for "Mission: Impossible - Rogue Nation"
    Paramount Pictures International | MEC

MESSAGING

  • South Africa 2016 Municipal Elections Registration Campaign
    IEC South Africa | Yonder Media

PROGRAMMATIC

  • Canon “Come and See”
    Canon | PHD/Blis Media
  • Campaign : I love my bar
    Pernod Ricard | Gamned

MOBILE APP

  • Shell Motorist App
    Shell | Mobgen
  • Happy Studio
    McDonald's | R/GA London
  • BIC®Kids DrawyBook
    Société BIC | Engine Creative Agency Ltd
  • Evi
    Van Lanschot | Mobgen

MOBILE WEBSITE

  • Love Seat
    Samsung Electronics Turkey / Galaxy A | Opera Mediaworks
  • What A Nice Thing Is Football!
    Turkcell | Open
  • Hologram Tales with C-Max
    Ford | Zer
  • Look Good Center
    Unilever | Liquorice

MOBILE NATIVE

  • Fill The Banner
    Samsung Electronics Turkey / Galaxy Note 5 | Opera Mediaworks and Starcom MediaVest Group Turkey
  • South Africa 2016 Municipal Elections Registration Campaign
    IEC South Africa | Yonder Media
  • BonusFlaş Campaign
    Garanti Bank | Cereyan Media
  • Paramount Pictures International, MEC, and Phunware Rev Up Mobile Advertising for "Mission: Impossible - Rogue Nation"
    Paramount Pictures International | MEC

TABLET CAMPAIGN

  • #SEETHEBIGPICTURE
    Amnesty International | Wanda Digital
  • Happy Studio
    McDonald's | R/GA London

MOBILE SOCIAL

  • Axe One Song Stand
    Unilever / Axe Black Night | J. Walter Thompson Manajans
  • Let The Summer Begin
    Unilever Algida |
  • Memories Matter
    Project We Forgot | MediaVest I Spark
  • #YouGottaDry
    Unilever / Axe | Gorilla and Mindshare
  • #FeelWimbledon
    Jaguar | Mindshare UK

INNOVATION

  • Spark Brilliance
    Nike | Mindshare
  • Wish Delivery Ad
    Media Markt | Opera Mediaworks
  • South Africa 2016 Municipal Elections Registration Campaign
    IEC South Africa | Yonder Media
  • Baywa Weather application
    Baywa | Dell International Services
  • Stop watching, Start Living
    Renault | Nmobs

LOCATION BASED

  • Together
    Unilever | Gorilla and Mindshare
  • #FeelWimbledon
    Jaguar | Mindshare UK
  • Canon “Come and See”
    Canon | PHD/Blis Media

MOBILE PAYMENTS

  • ZUBİZU
    Doğuş Müşteri Sistemleri | People Initiative

MOBILE VIDEO

  • Mercedes A Series
    Mercedes Benz | Opera Mediaworks
  • Spark Brilliance
    Nike | Mindshare
  • Axe Basta
    Unilever / Axe | Initiative
  • Canon “Come and See”
    Canon | PHD/Blis Media
  • South Africa 2016 Municipal Elections Registration Campaign
    IEC South Africa | Yonder Media

The finalists and winners will be honoured at a Celebration of talent evening on Tuesday, November 22nd 2016 at The Royal Garden Hotel, 2-24 Kensington High St, London W8 4PT, rewarding those who’ve delivered excellence, innovation and effectiveness in Mobile Marketing.

In addition, a number of Industry Awards (representing the best in the mobile marketing industry) will be presented for both the UK & EMEA region, including:

  • Best in Show
  • Jury Special Award
  • Marketer of the Year
  • Agency of the Year
  • Publisher / Media Company of the Year
  • Enabling Technology Company of the Year

The MMA is collaborating with Millward Brown to analyse the shortlist and publish an EMEA Trends Report. This report will offer marketers insights on best practices, key trends, and factors that contribute to a winning mobile campaign.

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: Akbank, American Express, Axa, Bank Of America, Campbell’s, Chobani, Citi, Colgate-Palmolive, DataXu, Dunkin’ Brands, Electronic Arts, ESPN, Facebook, Ford, Foursquare, Garanti Bank, Google, GSK, Havas, Hilton, Hotels.com, InMobi, Isbank, Johnson & Johnson, Just Eat, Krux, Marriott, MasterCard, McDonald’s, Mondelez, Nestle, OpenMarket, Pandora, Pfizer, Pinterest, Procter & Gamble, R/GA, RadiumOne, Razorfish, Samsung, SAP, Sears, Spotify, Standard Bank of South Africa, Telefonica, The Coca-Cola Company, The Rubicon Project, The Weather Company, T-Mobile, TUNE, Uber, Unilever, Verve, VEVO, Vibes, Visa, Walmart, Wendy’s, xAd, Yahoo!, 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 http://www.mmaglobal.com.