MMA Global 2014 Smarties Shortlist Unveils The Best In Mobile Marketing From Around The Globe | MMA Global

MMA Global 2014 Smarties Shortlist Unveils The Best In Mobile Marketing From Around The Globe

August 15, 2014
Brands, Agencies and Innovators Rise to the Top of the Exploding Mobile Marketing Industry
New York, NY August 18, 2014 -- As mobile technology and capabilities advance; creativity, innovation and impressive results in mobile marketing set the stage for a future of what’s possible. After weeks of pre-screening from a panel of leading marketers and mobile experts, the Mobile Marketing Association (MMA) today released the finalists for the coveted 2014 Global Smarties™ Awards. 
The shortlist, which includes close to 100 campaigns from 30 countries, represents those who are blazing new trails exhibiting bravery and innovation across the sizzling and competitive mobile marketing ecosystem. Now in its tenth year, the Global Smarties architects benchmarks and awards best-in-class mobile work from around the world. Judging of the Global Smarties shortlist takes place today in New York.
“I am honored to be leading the formidable group of brands and agencies through what I expect will be an animated day of debate and discussion as we dig deeper into each of the campaigns to determine the winners of the sought after Global Smarties,” said Daniel Bonner, Global Chief Creative Officer of Razorfish. “Being at the center of discovering who is pushing the envelope and seeing great results with mobile marketing is what the Smarties awards are all about.”
“The MMA Global Smarties Awards Program inspires the industry to reimagine their marketing strategies with mobile at the helm and move the needle for mobile marketing creativity, innovation and effectiveness,” said Sheryl Daija, Chief Strategy Officer, MMA. “Even more so we are seeing mobile transform businesses to bring brands and consumers closer than ever before.”
The 2014 Smarties shortlist include the following submissions:
Brand Awareness
Bank of America/Merrill Edge for “Face Retirement”
Mercedes-Benz USA for “Take the Wheel”
Hindustan Unilever for “Kan Khajura Teshan”
Unilever China Walls Cornetto (icecream) for “Cornetto - Express love in 8 seconds”
Lead Generation / Direct Response / Conversion 
Mercedes-Benz USA for “Take the Wheel”
WWF DENMARK & WWF TURKEY  for “#LastSelfie”
OMO for “OMO Handwash campaign”
Mellow Mushroom for “Share Happiness”
Product / Services Launch 
Qol Devices, Inc. for “Alvio”
Mercedes-Benz USA for “Take the Wheel”
NCAA Digital for “ 2014 NCAA March Madness Live”
Ferrero Canada Ltd / TIC TAC  for “TIC TAC Flavour Faceoff”
Virgin Mobile Australia for “Virgin Mobile Game of Phones”
WWF DENMARK & WWF TURKEY for “#LastSelfie”
Old Navy for “Tweet For Your Feet”
P&G/Pantene for “Your Local Haircast”
Relationship Building / CRM 
Samsung for “Owner's Hub”
Hindustan Unilever for “Kan Khajura Teshan”
Coca-Cola (Japan) Company,Limited. For “My Favorite Cafe - GEORGIA Vending Machine App”
DeVry Brasil for “DeVry Study Monitor”
Social Impact / Not For Profit 
WWF DENMARK & WWF TURKEY for “#LastSelfie”
FamilyShare Network for “Evil Did Not Win”
NAMI NYC Metro for “I Will Listen”
PETA for “People for the Ethical Treatment of Animals”
Wearables Impact on Marketing (NEW)
Volvo Cars for “The Wearable Volvo”
Walgreens for “Balance Rewards”
Trellie Inc. for “Mom - Influencer Campaign”
Nike for “Win the Hour”
Cross Media Integration 
Unilever / Dove for “Helping girls love their hair deep down to the “Cell-Fie”
Unilever/ Zhonghua (Oral Care) for “Zhonghua - One Hundred Million Smiles”
Dunkin' Donuts for “#DunkinReplay”
Proctor & Gamble Pantene for “Pantene Weather Program”
Cross Mobile Integration 
P&G/Pantene for “Your Local Haircast”
Beats Music for “Beats Music”
Unilever/ Zhonghua (Oral Care) for “Zhonghua - One Hundred Million Smiles”
Tastic  for “Tastic Red Pot Campaign”
Cross Screen Advertising 
The Lincoln Motor Company for “Lincoln MKZ”
Samsung Electronics for “1st Cross Screen, Real-time Audience Experience App in Turkey powered by Samsung Galaxy S5”
Unilever China Walls Cornetto (icecream) for “Cornetto - Express love in 8 seconds”
Sony Electronics for “SONY 4K ULTRA HD TV LAUNCH”
In-App or Gaming Advertising 
Nike for “The Nike SB App”
Boehringer / Buscopan for “Untie the Knots
CIA App for “Christina Gielstrup”
Mobile Commons & for "Would You Rather" for Financial Education”
Mobile Commons & for Text with The President Campaign”
Dove for “Dove, 'Dove 7 Day Challenge'”
Sony Music for “Sony Records, IPG Media Lab and Kik Launch First Global Music Marketing Campaign with One Direction“
Mobile App 
Samsung for “nMusic
Bank of America/Merrill Edge  for “Face Retirement”
Nokia for “JobLens Mobile App”
Sports Revolution for “CelticLIVE App”
Mobile Search 
Red Roof Inn for “Red Roof Inn Flight Cancellation Coup”
UPS for “UPS Mobile Career Site”
MTG - Metalogenia for “Mubiquo”
TD Ameritrade  for “Leveraging Mobile to Drive Aquisitions"
Mobile Website 
Nike for “Nike Locker Room”
Toyota Corolla  for “Corolla Style”
AT&T for “AT&T Career Site”
Unilever / Elidor (Sunsilk) for “Catch Pink If You Can
Lincoln for “ Mobile Site Redesign”
Native Advertising (NEW)
Jeep Cherokee for “Jeep Native Takeover of The Weather Channel App fo iPhone”
Lexus for “Lexus & Real Racing 3's Virtual Test Drive
Google Maps App for “Google Maps App QuizUp Campaign
Hindustan Unilever for “Kan Khajura Teshan”
Tablet Campaign 
Qol Devices, Inc. for “Alvio”
Amoedo for “Pipe Burst”
CIM - Women Integration Centre for “The Touch-Scream Ad”
Lincoln  for “2013 MKZ/29HD Tablet Magazine Integration”
Use of Mobile Social Media 
The Coca-Cola Company for “Share Happiness”
Audi for “Audi Takes Snapchat By Storm On Super Bowl Sunday”
Rexona  for “Rexona Move - The World's Longest Relay Race”
Unilever Indonesia  for “Citra Night Call”
Old Navy  for “Tweet For Your Feet”
KIA Motor Australia for “KIA "GAME ON"
Ford for “Bringing the Ford F-150 to Life in Innovative 3D Mobile Ad Experience”
P&G / Oral-B for “Oral-B Bluetooth-Connected Electric Toothbrush and Application”
JetBlue  for “Air on the Side of Humanity”
Location Based 
Virgin Mobile Australia for “Virgin Mobile Game of Phones”
Proctor & Gamble Pantene for “Pantene Weather Program”
Little Caesars for “Little Caesars”
Kum & Go  for “Kum & Go's Deal of the Week”
Metal Mulisha  for “Metal Mulisha Drives Sales and Improves Mobile Experience with Reflektion”
Mango for “MUBIQUO”
Sam's Club for “Sam's Club 2013 Holiday Mobile Web Initiative”
Video / Rich Media 
Nike for “The Nike SB App”
Toyota Corolla  for “Corolla Style”
Unilever China Walls Cornetto (ice cream) for “Cornetto - Express love in 8 seconds”
Disney for “Disney Infinity”
In addition to the categories outlined, there will also be Smarties Industry Awards presented to recognize the top brand marketer, agency, media company and technology enabler. The Global Smarties award winners will be announced at a ceremony on Wednesday, October 1, 2014, culminating the mobile marketing’s flagship MMA SM2 Innovation Summit, in New York City. 
Additionally the short-lists for the regional and in-country Smarties for APAC, EMEA, LATAM, North America, China, India, South Africa, Turkey and UK will be announced over the next couple of weeks.
For more information on the Smarties, please visit:
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   
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Lily Ferguson
+ 206 369 9017