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

Showcasing talent, demonstrating innovation, delivering results, and developing deeper consumer engagements, all qualities on show from marketing campaigns vying to win this year’s MMA UK SMARTIES™ Awards

London – Tuesday Sept 6, 2016 - Celebrating the teams and talent who are leveraging the power of mobile to create innovative and effective marketing campaigns, the Mobile Marketing Association (MMA), today announced the awards shortlist for the 2016 edition of the MMA UK SMARTIES™ Awards. The SMARTIES™ is the world’s only global mobile marketing awards programme that honours innovation, creativity, and success in the field of mobile marketing. The MMA SMARTIES™ UK Awards, where the final winners will be announced, will take place on 22nd November 2016 at The Royal Garden Hotel, 2-24 Kensington High St, London W8 4PT.

Selected from submissions from across the UK, the shortlisted entries represent the platform’s immense potential to reach and engage connected consumers in unique and original ways. The shortlist was selected by the SMARTIES™ Pre-Screening Council, which includes more than 100 senior level mobile marketers. A Jury consisting of marketer and agency professionals from the UK then judges the shortlist. The Jury evaluates the shortlisted campaigns within 16 categories based on four criteria: strategy, execution, creativity, and results.  

The SMARTIES™ UK 2016 covers everything from brand awareness and cross media campaigns to mobile apps and mobile websites to social, location, programmatic and innovation. It strives to find the best campaigns from across the country. The awards celebrate the excellent work being done in mobile by both brands and agencies, and inspire marketers to push the boundaries with their own campaigns.

“We were thrilled to see that this years SMARTIES™ entries demonstrated how marketers and agencies have embraced the opportunity to be creative and effective in their campaigns, putting mobile at their heart and bringing technical sophistication and consumer relevance to the entries they submitted”, commented Chris Babayode, MD, MMA EMEA. “It is more evident than ever that mobile holds the unique ability to bring brands closer to their consumers and engage with them in a way that is visceral, memorable and delivers business results.”
  
The 2016 SMARTIES™ UK shortlist highlights submissions from across the industry verticals ranging from auto, food and drink, retail, entertainment, electronics, health and beauty, and sports. The diversity of brands and agencies showcases the growing prominence of mobile as a marketing medium.

The shortlist for the 2016 MMA UK SMARTIES™ Awards includes:

BRAND AWARENESS

  • Strongbow Cloudy Apple
    Heineken | MediaVest
  • Beats1Run
    Beats By Dr. Dre | R/GA's Hustle London
  • Renault, MGOMD & LoopMe for The All-New Renault KADJAR
    Renault | LoopMe
  • Summer Stock Up
    Heineken/Foster and Strongbow | Starcom

LEAD GENERATION

  • K1664
    Heineken/ Kronenbourg | MediaVest
  • Summer Stock Up
    Heineken/Foster and Strongbow | Starcom
  • Happy Studio
    McDonald's | R/GA London

PRODUCT / SERVICES LAUNCH

  • belVita Soft Bakes and Weve: Super-Fast Moving Consumer Goods
    belVita | Weve
  • Strongbow Cloudy Apple
    Heineken | MediaVest
  • FIAT and Weve: The Digital Dealership
    FIAT | Weve

PROMOTION

  • Beats1Run
    Beats By Dr. Dre | R/GA's Hustle London
  • Diageo, CCE and Weve: The Creative Cocktail Book
    Diageo and Coca Cola Enterprises | Weve
  • Cadbury and Weve - Joynormous Surprises
    Cadbury | Weve
  • Marmite Personalisation
    Marmite | Unilever
  • Summer Stock Up
    Heineken/Foster and Strongbow | Starcom

SOCIAL IMPACT / NOT FOR PROFIT

  • Lynx and CALM #Biggerissues
    Unilever - Lynx | Mindshare UK

CROSS MEDIA / CROSS MOBILE INTEGRATION

  • Cineworld Unlimited
    Cineworld | MediaVest
  • Clash Of Kings
    Elex Tech | The Specialist Works

MARKETING WITHIN A MOBILE GAMING ENVIRONMENT

  • Happy Studio
    McDonald's | R/GA London

MESSAGING

  • FIAT and Weve: The Digital Dealership
    FIAT | Weve
  • Diageo, CCE and Weve: The Creative Cocktail Book
    Diageo and Coca Cola Enterprises | Weve
  • Cadbury and Weve - Joynormous Surprises
    Cadbury | Weve
  • belVita Soft Bakes and Weve: Super-Fast Moving Consumer Goods
    belVita | Weve

PROGRAMMATIC

  • Criteo & New Look Connect the Consumer
    New Look | Criteo
  • Criteo & Travel Republic Take Off
    Travel Republic | Criteo
  • Summer Stock Up
    Heineken/Foster and Strongbow | Starcom

MOBILE APP

  • KiTTi. An account for groups.
    Santander | Nimbletank
  • Happy Studio
    McDonald's | R/GA London
  • BIC®Kids DrawyBook
    Société BIC | Engine Creative Agency Ltd

TABLET CAMPAIGN

  • Happy Studio
    McDonald's | R/GA London

MOBILE SOCIAL

  • House of Fraser's 'View From the Red Carpet'
    House of Fraser | Good stuff
  • Lynx and CALM #Biggerissues
    Unilever - Lynx | Mindshare UK
  • Marmite Personalisation
    Marmite | Unilever

INNOVATION

  • KiTTi. An account for groups.
    Santander | Nimbletank
  • Samsung RWC
    Samsung | Starcom UK | Inmobi
  • FIAT and Weve: The Digital Dealership
    FIAT | Weve
  • #FeelWimbledon
    Jaguar | Mindshare UK
  • Criteo & New Look Connect the Consumer
    New Look | Criteo
  • Criteo & Travel Republic Take Off
    Travel Republic | Criteo

LOCATION BASED

  • Lidl Christmas
    Lidl | Starcom
  • Strongbow Cloudy Apple
    Heineken | MediaVest
  • Sam Harvey
    Very.co.uk | Somo
  • K1664
    Heineken/ Kronenbourg | MediaVest
  • Lynx and CALM #Biggerissues
    Unilever - Lynx | Mindshare UK
  • Summer Stock Up
    Heineken/Foster and Strongbow | Starcom

MOBILE PAYMENTS

  • Shell Motorist App
    Shell | MOBGEN

MOBILE VIDEO

  • Samsung RWC
    Samsung | Starcom UK | Inmobi
  • Samsung, Starcom MediaVest Group & LoopMe for Samsung Galaxy S7 Edge
    Samsung | LoopMe

In addition, a number of Industry Awards (representing the best in the mobile marketing industry) will be presented at the Awards Gala, 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 a UK Trends Report. This report will offer marketers insights on best practices, key trends, and factors that contribute to a winning mobile campaign.

For more information on the awards and to view the full list of shortlisted entries, please visit: http://www.mmaglobal.com/uk-region/smarties2016

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 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, Asda, Axa, Campbell’s, Citi, Colgate-Palmolive, DataXu, Dunkin’ Brands, Electronic Arts, ESPN, Facebook, Ford, Foursquare, Google, GSK, Havas, Hilton, Hotels.com, IG.com, InMobi, Inspired Mobile, Johnson & Johnson, Just Eat, Krux, Loop Me, Marriott, MasterCard, McDonald’s, Mondelez, Nestle, Nimbletank, Pfizer, Pinterest, Procter & Gamble, R/GA, RadiumOne, Razorfish, Samsung, SAP, Spotify, Telefonica, The Coca-Cola Company, The Rubicon Project, The Weather Company, T-Mobile, TUNE, Uber, Unilever, Verve, Visa, Weve, xAd, Yahoo!, Yodel, Zurich 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