MMA Unveils 2019 SMARTIES® X AND SMARTIES® North America Shortlist | Mobile Marketing Association
September 30, 2019

Newly Launched SMARTIES X Program is the World’s First Marketing Award Recognizing Innovation
Nike, Chipotle, Coca-Cola, McDonald’s Pepsi all make shortlist

New York – September 27, 2019 – Celebrating the teams and talent who are leveraging the power of mobile and emerging technologies to create innovative campaigns that drive business impact, the Mobile Marketing Association (MMA) today announced the shortlist for the 2019 SMARTIES X and SMARTIES North America Awards Programs.

Launched for the first time in 2019, SMARTIES X is the highest achievement across the globe honoring and awarding outstanding innovation resulting in significant business impact for brands, agencies, media companies and technology providers. Game changing for careers, SMARTIES X will recognize the individuals and teams who are pioneering marketing transformation and architecting the future of marketing by leveraging mobile at the heart of the relationship between brands and their consumers.

The North America Regional SMARTIES Awards Program celebrates the best of the best mobile marketing campaigns in North America and will be judged on strategy, creativity, execution with 40% of the score focused on results.

Selected from hundreds of submissions across more than 20 countries, the shortlisted campaigns were evaluated by the SMARTIES Screening Council of over 100 of the best marketing minds at leading brands, agencies and technology enablers across the globe. These entries will now undergo review by the MMA’s independent jury, which is comprised of senior brand and agency professionals and led by jury chairperson Sherrill Kaplan, Head of Marketing & Sales, Zipcar.

“The shortlist represents the most interesting and innovative work pushing the boundaries of mobile marketing,” said Kaplan. “Now, as a jury, we are tasked with the exciting yet difficult task to select winning campaigns not only for its innovation and creativity, but also for its ability to deliver tangible and quantifiable results for brands.”

“I am excited to hear the jury discuss and debate the shortlist as there is an interesting mix of old and new mobile techniques combined in compelling and creative ways,” said Sheryl Daija, Chief Strategy Officer, MMA. “They will be focused on selecting those campaigns that represent the highest levels of innovation creating impact around the world as well as the standout campaigns from North America.”

The shortlist and the final selected winners will be honored this year at the 2019 SMARTIES Awards Celebration of Talent on Wednesday, November 6 at City Market Social House, Los Angeles, CA, coinciding with the opening day of INNOVATE, the 2-day MMA flagship conference. To purchase individual tickets to attend the awards show, click here. For more information about Innovate and to register, visit https://www.mmaglobal.com/innovate2019#register.

The shortlist for the 2019 MMA SMARTIES X and North America Awards includes:

SMARTIES X : Categories span across technology, media and marketing objectives and all campaigns have the X Factor, distinguishing these campaigns as amongst the most innovative and forward thinking leaders in the marketing industry today 

MARKETING OBJECTIVE 

Brand Awareness

  • bubly and OMD for “bubly launch Campaign”
  • Dimes and Genart Medya for "Dimes Voice Command"
  • Nike and Mindshare China for “Nike World Cup: Daring Teenage Footballers to be Their Best!”
  • Shell Advance and Mediacom Vietnam for “Shell Advance Forever Outriders”
  • Suntory Pepsico Vietnam/ Mirinda and Dentsu Redder for “Bitis Smart - A shoe can make kids smarter!”
  • T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Lead Generation / Direct Response / Conversions

  • Meesho and Affle for “When Women Joined Hands To Break Social Shackles”
  • Avon and J.Walter Thompson Brasil for “Big & Tutorial”
  • Mercado Libre and Wunderman BA for “Histories with a story”
  • T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Product / Services Launch

  • Nike and Mindshare China for “Airmax Goes Bigger with Air”
  • Otees and Yonder Media for “Otees Mobile Game”
  • P/S and Mindshare Vietnam for “Brushing is Playing”

Promotion

  • Chipotle and Vibes for “Chipotle Freeting: A Multichannel Mobile Approach”
  • Coca-Cola BR and WMcCann / Ogilvy /David for “Coke and the Chinese food battle”
  • KFC and Mindshare China for "Colonel KI: The First Colonel to Conquer e-Sports"
  • Nutella and OMD for “Brand Love Promo”
  • P/S and Mindshare Vietnam for “The AI Dentist”
  • T-Mobile and The Marketing Store for  "T-Mobile Tuesdays"

Relationship Building / CRM

  • Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “FriesList”
  • McDonald's and The Marketing Store for “McDonald's Trick. Treat. Win! Campaign”
  • Nike and Mindshare China for “All Star Weekend – Better Than Broadcast”
  • T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Social Impact / Not For Profit

  • GUD and J.Walter Thompson Brasil for “Rescue Dogz”
  • OMO and Mindshare Vietnam for “Less Screen Time, More Play Time”
  • Presidential Candidate 01: Jokowi-Amin and Berakar Komunikasi for “Creation is Prayer, Projection of Hopes & Optimism to Win Presidential Election”

MEDIA

Cross Media

  • Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “FriesList”
  • Lay's and AlmapBBDO for “The Lay's Announcer”
  • Samsung Galaxy S10+ and Starcom for “Do What You Can't Jimmy Fallon”
  • Unilever / Wall's and Mindshare Indonesia for “Wall’s Gold Spirit”

Cross Mobile Integration

  • Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “FriesList”
  • Anmum - Fonterra Indonesia and Mediacom Indonesia for “ANMUM INDONESIA - MUM TO MUM AMBASSADOR”
  • KFC and Mindshare China for “Colonel KI: The First Colonel to Conquer e-Sports”
  • T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Mobile Gaming, Gamification & E-Sports

  • Coca-Cola and Interactive Avenues-Reprise Network Company for "Cric N Coke - ICC Promo Game"
  • KFC and Mindshare China for "Colonel KI: The First Colonel to Conquer e-Sports"
  • McDonald's and The Marketing Store for “McDonald's Trick. Treat. Win! Campaign”
  • MTN DEW® AMP® GAME FUEL® / Mountain Dew and OMD and Zero Code for “MTN DEW® AMP® GAME FUEL® Launch”
  • P/S and Mindshare Vietnam for “Ready Player: Mom”

Messaging

  • P/S and Mindshare Vietnam for “The Adventure with King Leo and Friends”
  • Stage Stores and Vibes for "Stage Stores' 90s-Themed Back-To-School Mobile Campaign"

     

Mobile App

  • Castrol and Mindshare China for “Influence The Influencer”
  • Nutella and OMD for “Brand Love Promo”
  • Nike and Mindshare China for "All Star Weekend – Better Than Broadcast"
  • T-Mobile and The Marketing Store for “T-Mobile Tuesdays”
  • Yapı Kredi for "Yapi Kredi Digital Onboarding via Video Assistant"

Mobile Native

  • Grupo Dignid ade and Mirum Brazil for “#RainbowCup”
  • Google and Toaster Limited Singapore Branch for “Google - Easy Questions Don't Always Have Easy Answers”
  • Klondike and Mindshare USA for "What Would You Do For a Klondike Bar?"
  • LegalWise and Yonder Media for “LegalWise 16 Days of Activism”

Mobile Search

  • GUD and J.Walter Thompson Brasil for “Rescue Dogz”
  • MINI Canada and Media Experts for “Hijacking High Gas Prices for High Returns”
  • Pizza Pizza and Media Experts for “Blazing into Late-Night”
  • Yaani and Hype for “Yaani - Turn Your Searches Into Trees”

Mobile Social

  • Excedrin and Weber Shandwick for “Universal Pain”
  • Cadillac and Rokkan for “Cadillac CT5 ASMR Reveal”
  • Knorr and Ogilvy Philippines for “Knorr Recipe Pal: Bringing Back The Cooking Habit of Filipinos”
  • Suntory Pepsico Vietnam/ Mirinda and Dentsu Redder for “Miranda "Laugh the Grudge Away for Tet'”
  • Popsicle and Mindshare USA for "#BringBackTheDouble"

Mobile Website

  • Tuenti and Wunderman BA for “Pitaya, the princess needs no saving”

TECHNOLOGY

Innovation

  • Cadillac and Rokkan for "Cadillac CT5 ASMR Reveal"
  • Chipotle and Vibes for “Chipotle Freeting: A Multichannel Mobile Approach”Dimes and Genart Medya for “Dimes Voice Command”
  • Dimes and Genart Medya for "Dimes Voice Command"
  • ISBANK and MEDINA TURGUL DDB for “ISBANK'S PERSONAL ASSISTANT "MAXI" LAUNCH CAMPAIGN”
  • KFC and Mindshare China for "Colonel KI: The First Colonel to Conquer e-Sports"
  • Foxtel and Mindshare for “Monty's Wicket Warnings”
  • Biti's/ Biti’s Kid and Dentsu Redder for "Bitis Smart - A shoe can make kids smarter!"
  • Unilever / Cornetto and Mindshare Indonesia for “Unicornetto: Creating Magic with Data”

Location Based Services or Targeting

  • Aldi and Havas Denmark for “ALDI Creating retail-traffic through intelligent GPS data customer mapping”
  • Google and Toaster Limited Singapore Branch for “Google - Easy Questions Don't Always Have Easy Answers”
  • Renault Turkey and Wavemaker Turkey for “Rennovative Test Drive”
  • Swimco and Simpli.fi for “Swimco Drives 43.6% Lift in Foot Traffic from Targeted Competitor Locations with fi”

Mobile Payments / Commerce

  • fastPay and FCBRAM for “Top Up and Keep Moving!”
  • Miller Genuine Draft and Justpalm for “Fresh Take”

Mobile Video

  • GSK and Wunderman Thompson for “Abreva - Reaching a Younger Audience through Mobile Video”
  • Lays and Mindshare China for “Crunchy Challenge”
  • Samsung Galaxy S9, R/GA and Starcom UK for “The Dodo x Samsung Slow-Mo”
  • Samsung Galaxy and Starcom Philippines, AdColony for “Samsung S10 - Innovation at the Next Level”
  • Unilever / Cornetto and Mindshare Indonesia for “Unicornetto: Creating Magic with Data”

Out-of-Home

  • Paramount Pictures: Dora and the Lost City of Gold and LIghtbox OOH Video Network for "Pack Your Adventure with Dora"

Voice

  • Dimes and Genart Medya for “Dimes Voice Command”
  • Honey Nut Cheerios and Mindshare USA for “Hacking Prime Day”

VR/AR

  • Miami International Airport / Florida Power & Light Services and Starmark for “FlyGreen MIA Energy Efficiency Initiative”
  • Nestlé Smoovlatté and Mindshare China for “Nescafé – From Tianyi With Love”
  • P/S and Mindshare Vietnam for “The Adventure with King Leo and Friends”

360 Degree Video

  • Doritos and OMD Turkey / AdColony for “Doritos Cool & Hot 360 Interactive Video”

Mobile Audio

  • FANTA and Ogilvy /Gameloft Do Brasil for “THE SNACK SAGA”
  • Movistar and Wunderman BA for “Maria´s Message”
  • AXN Asia and TMRW for “Talk to Asia's Got Talent on Google Assistant”
  • Klondike and Mindshare USA for "The Revival of the Klondike Jingle"

The Internet of Things - Products in the Market

  • Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “FriesList”
  • COCA-COLA and ANDTONIC & CARAT for “CONNECTED COKE”
  • Nestlé Smoovlatté and Mindshare China for “Nescafé – From Tianyi With Love” 

SMARTIES NORTH AMERICA: Categories span across technology, media and marketing objectives.

MARKETING OBJECTIVE

Brand Awareness

  • Gas-X and Weber Shandwick for “Gas-X Would You Rather?: Hacking the IG Stories Platform”
  • GSK and Wunderman Thompson for “Pronamel Intensive Enamel Repair - New Product Launch
  • ”Travel Texas and Proof Advertising for “AdTheorent and Proof Travel Texas FYI’19 Campaign”
  • T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Lead Generation / Direct Response / Conversions

  • Firehouse Subs and The Richards Group for “AdTheorent and The Richards Group "Firehouse Subs FY18 Mobile Campaign"”
  • McDonald's and The Marketing Store for “McDonald's Trick. Treat. Win! Campaign”
  • T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Product / Services Launch

  • Chipotle and Vibes for “Chipotle Freeting: A Multichannel Mobile Approach”
  • Excedrin and Weber Shandwick for “Universal Pain”
  • Pronamel and Weber Shandwick for “Pronamel PIER Launch”
  • Radiant and Moburst for “Say”
  • TUMS and Weber Shandwick for “TummerTime”

Promotion

  • Chipotle and Vibes for “Chipotle Freeting: A Multichannel Mobile Approach”
  • McDonald's and The Marketing Store for “McDonald's Trick. Treat. Win! Campaign”
  • Pizza Pizza and Media Experts for “Blazing into Late-Night”
  • T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Relationship Building / CRM

  • McDonald's and The Marketing Store for “McDonald's Trick. Treat. Win! Campaign”
  • T-Mobile and The Marketing Store for “T-Mobile Tuesdays”
  • TD Ameritrade and Havas New York for “TD Ameritrade Watson Chatbot”

Social Impact / Not For Profit

  • Ad Council and Courageous Studios for "Why Does it Take a Disaster to Bring Us Together"
  • Hellmann's and Mindshare for “Hellmann's Real Food Rescue”
  • Samaritan and Gimbal for “Beacons of Hope”
  • The AdCouncil and AdTheorent for "AdTheorent and Ad Council's The Shelter Pet Project Campaign"

MEDIA

Cross Media

  • Hellmann's and Mindshare USA for “Hellmann's Real Food Rescue”
  • Samsung Galaxy S10+ and Starcom for “Do What You Can't Jimmy Fallon”

Cross Mobile Integration

  • BMW Canada and Media Experts for “The Perfect 10 is Now the 8”
  • T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Mobile Gaming, Gamification & E-Sports

  • McDonald's and The Marketing Store for “McDonald's Trick. Treat. Win! Campaign”

Messaging

  • Chipotle and Vibes for “Chipotle Freeting: A Multichannel Mobile Approach”
  • Stage Stores and Vibes for "Stage Stores' 90s-Themed Back-To-School Mobile Campaign"

Mobile App

  • McDonald's and The Marketing Store for “McDonald's Trick. Treat. Win! Campaign”
  • Radiant and Moburst for “Say”
  • T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Mobile Search

  • Pizza Pizza and Media Experts for “Blazing into Late-Night”
  • MINI Canada and Media Experts for “Hijacking High Gas Prices for High Returns”

Mobile Social

  • Cadillac and Rokkan for “Cadillac CT5 ASMR Reveal”
  • Gas-X and Weber Shandwick for “Gas-X Would You Rather?: Hacking the IG Stories Platform”
  • Radiant and Moburst for “Say”

Mobile Website

  • GSK and Wunderman Thompson for “Sensodyne.com Relaunch”

TECHNOLOGY

Innovation

  • Cadillac and Rokkan for “Cadillac CT5 ASMR Reveal”
  • The AdCouncil and AdTheorent for “AdTheorent and Ad Council’s The Shelter Pet Project Campaign”

Mobile Video

  • Toyota and AdColony for “AdColony and Toyota Team up to Drive Greater Vehicle Awareness”
  • Travel Texas and Proof Advertising for “AdTheorent and Proof Travel Texas FYI’19 Campaign”
  • Universal Kids/American Ninja Warrior Junior and Sabio Mobile for “Universal Kids American Ninja Warrior Junior”

VR/AR

  • SWISS INTERNATIONAL AIR LINES and Mindshare USA for “Bringing SWISS Out of The Sky and Into Your Hands”

360 Degree Video

  • SWISS INTERNATIONAL AIR LINES and Mindshare USA for “Bringing SWISS Out of The Sky and Into Your Hands”

Mobile Audio

  • Cadillac and Rokkan for “Cadillac CT5 ASMR Reveal”

Voice

  • Honey Nut Cheerios and Mindshare USA for “Hacking Prime Day” 

About the MMA:

Comprised of over 800-member companies globally and 14 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, tech providers and sellers working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and to advocate for mobile marketers.

Members include: 1-800-Flowers.com, Adobe, Ahold Delhaize, Allstate, Ally Financial, American Eagle, American Express, AT&T, Bank of America, Calvin Klein, Campbell’s, Carbon, JPMorgan Chase, Chipotle Mexican Grill, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Colgate Palmolive, Cuebiq, CVS Health, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, ESPN, Estee Lauder, Facebook, Ford, Foursquare, General Motors Company, Google, Hilton Worldwide, IBM Watson, Jumpshot, Kellogg Company, LinkedIn, L’Oreal, Marriott International, Match Group, Mastercard, McDonald’s, MillerCoors, Monster, NBCU, OpenMarket, OpenX, Pandora, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, RetailMeNot, Salesforce, Samsung, Shire, SITO Mobile, Snap Inc., SUBWAY, Target Inc., The Coca-Cola Company, T- Mobile, Turner Broadcasting, Twitter, Uber, Unilever, Verizon Media Group, Verizon Connect, Vibes, Walmart, Waze, Yieldmo, Zurich and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information about the MMA please visit www.mmaglobal.com.

Media Contact

Sheryl Daija
Chief Strategy Officer
[email protected]
917-287-6140

Join us for the 2019 SMARTIES X and North America Celebration of Talent

November 6, 2019 | Los Angeles, CA

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