MMA EMEA Reveals the Shortlist for its 2014 Smarties™ Awards Recognising the Best in Mobile Marketing from Around the Region | MMA Global

MMA EMEA Reveals the Shortlist for its 2014 Smarties™ Awards Recognising the Best in Mobile Marketing from Around the Region

September 3, 2014

Effective business results combine with outstanding creative from Brands and Agencies to make the shortlist

London, England (September 4, 2014) – The Mobile Marketing Association (MMA) in EMEA continues to deliver on its mission to accelerate the transformation and innovation of marketing through mobile by revealing today the shortlist for its inaugural Smarties ™ Mobile Marketing Awards.

After several weeks of pre-screening from a panel of leading marketers and mobile experts from around the world, the shortlist has been compiled from those mobile marketing campaigns that best delivered against their objectives as measured by their strategy, creativity and business effectiveness.

The shortlist, which comprises campaigns within EMEA including from Turkey, Italy, Spain, South Africa, Germany, Kenya, Dubai, Poland and the UK, is broken down into categories ranging from Brand Awareness and Product Launches to Mobile Apps, Websites and use of Location and Video.

The MMA EMEA Smarties™ is part of the Global Smarties™ series, which is now in its tenth year. Final judging for all the shortlisted entries takes place on the same day around the world, in London, Sao Paolo, New York, Istanbul and Johannesburg.

“With mobile taking over as the digital device of choice in a world gone digital there has never been a better time for brands to use it to connect with their consumers. Pair that with enhanced devices, data speeds, and contextual personalisation and it's clear that there has also never been a better canvas for mobile creativity. That's why I'm so thrilled to have the honour to chair such an illustrious panel of mobile industry gurus and get a chance to reward the finest work from around EMEA and the UK.” said Daniel  Rosen, Global CEO of Joule.

“The MMA Smarties™ Awards delivers on one of the MMA’s key priorities of delivering inspiration and innovation in mobile marketing. These campaigns will expand the breadth and depth of our Mobile Knowledge Centre, where we already host 450 of the best of the best case studies in mobile marketing and advertising,” said Chris Babayode, Managing Director, MMA EMEA.

The 2014 Smarties™ shortlist includes the following submissions:


Brand Awareness

  • Unilever Sunsilk – Catch Pink if you can
  • Byyd Brand Effectiveness Study
  • Bloomberg LP at London City Airport
  • Lifebuoy – ‘Help a child reach 5’

Product / Services Launch

  • Samsung Galaxy S5
  • Seat Leon Cupra
  • iGaranti Bank
  • P & G – Oral B Toothbrush, Germany

Lead Generation / Direct Response / Conversion

  • LastSelfie
  • Vodafone Turkey Loyalty
  • Akbank Zero Gravity

Social Impact/Not for Profit

  • LastSelfie


Cross Media Integration

  • Unilever – Max Maceralari
  • Boxcar Superstores, South Africa
  • Unilever Sunsilk – Catch Pink if you can

Mobile Website

  • Seat Leon ST
  • Unilever Sunsilk – Catch Pink if you can


  • Ben & Jerry’s Core Tour
  • Durex in Listonic

Mobile App

  • Schweppes Orangina - Oasis 
  • iGaranti Bank, Turkey
  • Airports Companies of South Africa  

Video/Rich Media

  • North Face Explores
  • Yandex.Navi
  • Ford Tourneo Courier
  • Johnson & Johnson - Acuvue Contact Lenses

Location based

  • Café Zero & Waze     
  • Vodafone Loyalty, Turkey
  • Adsquare & Vodafone - Mobile Audience Targeting with adsquare


  • P & G – Duracell
  • Samsung Galaxy S5
  • P & G – Oral B Toothbrush
  • iGaranti                      

The MMA EMEA Smarties™ Award winners will be announced at a ceremony on Monday November 10th, 2014 at 155 Bishopsgate, London EC2M 3YX.
Interested in tickets to the Gala Ceremony, click here.

Details of the shortlist for Smarties™ in the UK can be found at:

Details for the shortlist for Smarties™ in Turkey can be found at:

Details for the shortlist for Smarties™ in South Africa can be found at:

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, AdChina, Colgate - Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc. Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia 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