MMA Announces the Smarties™ Award Winners | Mobile Marketing Association
October 4, 2012
The Coca-Cola Company Nabs Top Honours as “Global Marketer of the Year” at the SmartiesGala
 
New York, NY, 3 October 2012 The Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, tonight reveals the 2012 Smarties™ winners after receiving close to 500 submissions across 19 categories and 36 countries from around the globe. The gold, silver and bronze are awarded based on the best-in-class mobile marketing executions from agencies, marketers, and other mobile providers. 

The Smarties™ Gala is sponsored by InMobi, Mojiva and Voltari, and hosted by SNL legend, Colin Quinn. Beyond the global awards, the Smarties™ also unveils the regional winners from North America. 

“The staggering increase we have witnessed in the volume of submissions as well as the markets contributing is truly remarkable and indicative that mobile marketing is being embraced by the industry at large,” said Greg Stuart, Global CEO of the Mobile Marketing Association. “The winners showcase pillars of innovation, creativity and bravery as the teams push the boundaries of mobile to connect with consumers like never before. They are raising the bar to a gold standard for all future mobile marketing executions.”

In addition to the global and regional Smarties™, the MMA recognizes marketers, agencies, publishers and researchers through the Industry Awards. The Coca-Cola Company was named “Global Marketer of the Year” for their commitment to advancing the mobile movement globally. 

The Smarties™ is the only global awards program dedicated exclusively to mobile marketing. The winners are selected from a competitive field of entrants, all of which showcase the potential and power of mobile as a practice. 

 
Brand Awareness
 
Gold: The Coca-Cola Company and Movement London for “Move to the Beat” UK/EMEA
 
Silver: WWF and Mobiento for “The Black Out Banner” Norway/EMEA
 
Bronze: Dove Hair (Unilever Singapore Pte Ltd) and Mindshare Singapore for “Dove Hairfall Rescue Mobile Campaign Singapore/APAC
 
Regional Winners:
NA: Westin Hotels & Resorts and The Weather Channel for “Wipe Away Your Weather” USA/NA
 
 
Lead Generation / Direct Response / Conversion
 
Gold: OMO and BRANDTONE for “OMO Mobile Loyalty Program” South Africa/EMEA
 
Silver: Little Brownie Baker and EachScape for “EachScape--Cookie Locator” USA/NA
 
Regional Winners:
NA: Little Brownie Baker and EachScape for “EachScape--Cookie Locator” USA/NA
 
 
Product / Services Launch
 
Silver: Samsung and Affle for “A Tiled World” India/APAC
 
Silver: Microsoft Corporation and iconmobile for “Windows Phone Demo Takeover” USA/NA
 
Bronze: Land Rover and Wunderman for “Evoque iAd” USA/NA
 
Regional Winners:
NA: Microsoft Corporation and iconmobile for “Windows Phone Demo Takeover” USA/NA
 
 
Promotion
 
Gold: Goodby, Silverstein, and Partners/Chevy and Detroit Labs for “Chevy Game Time app” USA/NA
 
Silver: Cornetto / Unilever and Rabarba for “Cornetto ‘My Loveee’ Summer 2012 Campaign” Turkey/EMEA
 
Silver: Coca Cola and Ogilvy Brasil for “Happiness Refill” Brazil/LATAM
 
Regional Winners:
NA: Goodby, Silverstein, and Partners/Chevy and Detroit Labs for “Chevy Game Time app” USA/NA
 
 
Relationship Building / CRM
 
Gold: O2 and Cherry London for “O2 Priority Moments” UK/EMEA
 
Silver: OMO and BRANDTONE for “OMO Mobile Loyalty Program” South Africa/EMEA
 
Bronze: Coca Cola and Ogilvy Brasil for “Happiness Refill” Brazil/LATAM
 
Regional Winners:
NA: Safeway and 5th Finger for “Safeway Chef Assistant” USA/NA
 
 
Social Impact / Not For Profit
 
Gold: Greenpeace and Must Mobile for “Greenpeace Arctic Defender” Argentina/LATAM
 
Silver: Prezence Digital / Nelson Mandela Foundation and Prezence Digital for “Mandela Story” South Africa/EMEA
 
Bronze: WWF and Mobiento for “The Black Out Banner” Norway/EMEA
 
Regional Winners:
NA: VH1 and Foursquare for “Save The Music Foursquare Campaign” USA/NA
 
 
Cross Media Integration
 
Gold: Nike+ and R/GA for “Nike+ FuelBand” USA/NA
 
Silver: The Coca-Cola Company and Movement London for “Move to the Beat” UK/EMEA
 
Bronze: Bravo Digital Media for “Top Chef Season 9 - Last Chance Kitchen” USA/NA
 
Regional Winners:
NA: Nike+ and R/GA for “Nike+ FuelBand” USA/NA
 
 
Cross Mobile Integration
 
Silver: Hennessy and one50one for “one50one Hennessy Kaws Mobile Campaign” USA/NA
 
Regional Winners:
NA: Hennessy and one50one for “one50one Hennessy Kaws Mobile Campaign” USA/NA
 
 
Tablet Campaign
 
Gold: Land Rover and Wunderman for “Evoque iAd” USA/NA
 
Bronze: Infiniti Canada and Olive Media for “Infiniti JX Tablet Campaign” Canada/NA
 
Regional Winners:
NA: Land Rover and Wunderman for “Evoque iAd” USA/NA
 
 
Mobile Website
 
Gold: Daimler AG/Mercedes-Benz and Jung von Matt AG for “Mercedes-Benz, The Friendly Brand Takeover" Germany/EMEA
 
Silver: Kia Motors and Ansible Mobile for “Kia Motors Mobile & Tablet Sites” USA/NA
 
Bronze: Ford Motor Company and Velti for “Ford Mobile Optimized website” USA/NA
 
Regional Winners:
NA: Kia Motors and Ansible Mobile for “Kia Motors Mobile & Tablet Sites” USA/NA
 
 
In-App Advertising - Gaming or Other
 
Silver: Intel and Ansible and OMD for “Intel The Escape iAd” USA/NA
 
Bronze: Land Rover and Wunderman for “Evoque iAd” USA/NA
 
Bronze: Dunkin' Donuts and Hill Holliday for “Dunkin' Donuts Iced Coffee Creator” USA/NA
 
Regional Winners:
NA: Intel and Ansible and OMD for “Intel The Escape iAd” USA/NA
 
 
Use of Mobile Social Media
 
Gold: BOS Ice Tea and COW Africa for “Bev - Twitter activated vending machine” South Africa/EMEA
Bronze: Molson Coors and Olson for “Coors Light Iced T” USA/NA
 
Regional Winners:
NA: Molson Coors and Olson for “Coors Light Iced T” USA/NA
 
 
Messaging
 
Gold: OMO and BRANDTONE for “OMO Mobile Loyalty Program” South Africa/EMEA
 
Silver: International Union of Painters and Allied Trades and Revolution Messaging for “International Union of Painters and Allied Trades Mobile Job Alerts” USA/NA
 
Bronze: DoSomething.org and Mobile Commons for “The Pregnancy Text” USA/NA
 
Regional Winners:
NA: International Union of Painters and Allied Trades and Revolution Messaging for “International Union of Painters and Allied Trades Mobile Job Alerts” USA/NA
 
 
Video / Rich Media
 
Gold: Land Rover and Wunderman for “Evoque Launch” USA/NA
 
Silver: Intel and OMD and Ansible for “Intel iAd” USA/NA
 
Silver: WWF and Mobiento for “The Black Out Banner” Norway/EMEA
 
Bronze: HP and PHD for “HP iAd Enabling Tech Video/RM” USA/NA
 
Regional Winners:
NA: Land Rover and Wunderman for “Evoque Launch” USA/NA
 
 
Location Based
 
Gold: Showtime and OMD for “Showtime Franchise Fan Cave Catch” USA/NA
 
Silver: Victory Motorcycles and The Integer Group for “Victory Motorcycles: Ride One You'll Own One” USA/NA
 
Bronze: Royal Challengers Bangalore and TELiBrahma Convergent Communications for “Fan following is writing on the wall” India/APAC
 
Regional Winners:
NA: Showtime and OMD for “Showtime Franchise Fan Cave Catch” USA/NA
 
 
mCommerce
 
Gold: Google and R/GA for “Google Wallet” USA/NA
 
Silver: Glamour and SpyderLynk for “Glamour Magazine Mobile Commerce Issue Powered by SpyderLynk” USA/NA
 
Bronze: T.G.I. Friday's and The Richards Group/Click Here, Inc. for “T.G.I. Friday’s – Mobile App” USA/NA
 
Regional Winners:
NA: Google and R/GA for “Google Wallet” USA/NA
 
 
Innovation
 
Gold: Nike+ and R/GA for “Nike+ FuelBand” USA/NA
 
Silver: Goodby, Silverstein, and Partners/Chevy and Detroit Labs for “Chevy Game Time app” USA/NA
 
Regional Winners:
NA: Nike+ and R/GA for “Nike+ FuelBand” USA/NA
 
 
Mobile App
 
Gold: Johnson & Johnson / Band-Aid and JWT New York for “Band-Aid Magic Vision” USA/NA
 
Silver: Nike+ and R/GA for “Nike+ FuelBand” USA/NA
 
Bronze: Condé Nast and Mobile Dreams Factory for “Glamour Book” Spain/EMEA
 
Regional Winners:
NA: Johnson & Johnson / Band-Aid and JWT New York for “Band-Aid Magic Vision” USA/NA
 
 
Global Academic – Best Research or insight
 
Orange: InMobi
 
 
Global Mobile Campaign
 
Orange: The Coca-Cola Company and Movement London for “Move to the Beat”
 
Gold: Kia Motors and Innocean Worldwide for “Kia Motors Euro 2012 Campaign”
 
 
Best in Show
 
Orange: The Coca-Cola Company and Movement London for “Move to the Beat”
 
 
Industry Awards
 
Global Enabling Technology Company of the Year in Mobile Marketing: Urban Airship
 
Global Operator of the Year in Mobile Marketing: Turkcell
 
Global Publisher/Media Company of the Year in Mobile Marketing: Pandora
 
Global Agency of the Year in Mobile Marketing: Mindshare/Maxus
 
Global Marketer of the Year in Mobile Marketing: The Coca-Cola Company
 
 
 
For more information on the Smarties™ Gala, the shortlist and winners visit: http://www.mmaglobal.com/smartiesgallery2012
 
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
 
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FOR MORE INFORMATION CONTACT:
Rebecca Laming
Director of Communications, MMA
M: +1 917-558-1828