London – 5th September 2018

With the launch last year of the MMA EMEA Business Impact Index, based on EMEA Smarties entries, we can today announce the shortlist for the 2018 MMA EMEA Smarties Awards.

The weighing of the judging criteria toward business impact is again the most critical element in determining which campaigns will win a Smarties. The MMA EMEA entries will be reviewed by an independent jury, comprised of senior marketer, and agency professionals, chaired by Jonny Freeman, Global Digital Communications, BP. The jury evaluates the shortlisted campaigns within 18 categories based on four criteria: strategy, execution, creativity, and business impact.

“As the MMA continues to enlighten, empower and enable the marketing community, it is good to see this being transmitted into the live campaigns being run across the whole EMEA region as marketers strive to make the biggest impact in their quest for business growth.”, said Chris Babayode, Managing Director, MMA EMEA.

The shortlist for the 2018 EMEA Smarties Awards includes:

Brand Awareness

• Doritos and AdColony Turkey / AdColony
  Doritos Jurassic World
• BPN Istanbul and TURKCELL
  Seeing through disabilities
• Vodafone Turkey and Mindshare / Mindshare Turkey
  Vodafone Skip (Hack) the Ad
• Dimes Moments / Dimes and MG MEDIA
  The Fresh Side of Traffic
• Sky Deutschland Fernsehen and Serviceplan Group/ Mediaplus, Germany
  Say it with Sky
• BMW and Serviceplan Group/ Mediaplus, Germany
  Automated Hero-Trailers
• Garanti Bank and Garanti Bank
  Garanti Cep's Voice Assistant - UGI

Lead Generation / Direct Response / Conversions

• Akbank and Hype
  Akbank - "They tweet, we listen”
• Renault Turkey / Megane Sedan and Wavemaker
  Megane Sedan Test Drive
• Curry's PC World and GroundTruth
  Curry's PC World - Prospecting and Retargeting
• AKBANK and HYPE / AKBANK
  Smart Cross-Channel Targeting for SME Segment
• Daimler AG Turkey and Zenith Turkey
  Mercedes-Benz LinkedIn Lead Gen Case
• KIA and Havas Media
  Kia Lead Generation System
• KFC and Yonder Media
  KFC CRM Rewards Program
• Shoprite and Yonder Media
  Shoprite_Checkers Win a Car

Product / Services Launch

• Vodafone Turkey and Mindshare / Mindshare Turkey
  Vodafone Red Fi Sponsorship
• Akbank and Akbank
  A Close Look at The Fastest Growing Finance App
• Netmarble Turkey and Voden Leo Burnett
  Lineage 2 Revolution

Promotion

• BURGER KING® South Africa and The Jupiter Drawing Room (Cape Town)
  Replace Your Vleis
• PepsiCo Lipton Ice Tea and Mindshare
  Lipton Ice Tea & Petrol Ofisi Promotion
• Shield and Gorilla
  Be The Next Champion
• Shield and Gorilla
  Azishe
• Shoprite and Yonder Media
  Shoprite_Checkers Win a Car
• OMO and Digitas Liquorice
  OMO Stains Don't Matter

Relationship Building / CRM

• BMW and Serviceplan Group/ Mediaplus, Germany
  Automated Hero-Trailers
• Knorr and Digitas Liquorice
  Knorr Whatsfordinner Leave No Food Behind

Social Impact / Not for Profit

• Turkcell Hello Hope App and BPN İstanbul
  Hello Hope
• OMO and Mindshare Turkey / Mindshare
  OMO Collect Memories

Cross Media

• Vodafone Turkey and Mindshare / Mindshare Turkey
  Vodafone Fi Sponsorship - Can Manay
• Akbank and Akbank
  TV & Mobile: Probably the Best Couple Ever
• Netmarble Turkey and Voden Leo Burnett
  Lineage 2 Revolution

Cross Mobile Integration

• Akbank and Akbank
  TV & Mobile: Probably the Best Couple Ever
• Netmarble Turkey and Voden Leo Burnett
  Lineage 2 Revolution
• Knorr and Digitas Liquorice
  Knorr Whatsfordinner Leave No Food Behind

Marketing within a Mobile Gaming Environment

• Doritos and AdColony Turkey / AdColony
  Doritos Jurassic World
• OMD and Gameloft Advertising Solutions
  Gameloft Advertising Solutions OMD Hasbro Beyblades Burst Mini Game
• Sensodyne and Mediacom
  Sensodyne Nitro GameLoft Minigame
• Clear and Mindshare Turkey
  Clear Aurora

Programmatic

• Chivas Regal and S4M
  Travel Retail Airport Geo-Targeting
• Add Hope and Mark1
  Add Hope in VR
• Akbank and Akbank
  TV & Mobile: Probably the Best Couple Ever

Mobile App

• Akbank and Akbank
  A Close Look at The Fastest Growing Finance App
• Garanti Bank and Garanti Bank
  Garanti Bank Mobile Banking - Garanti Cep
• Shoprite and Yonder Media
  Shoprite_Checkers Win a Car

Mobile Search

• Turkcell, BİP, Turkcell and BPN istanbul
  WhatsApp Down
• Akbank and PNC / Akbank
  The Future of Mobile Search Ads
• Pegasus Airlines and Hype
  Do You Still See the Same Ads
• Capfin and Mindshare
  Capfin

Mobile Native

• Vodafone and Mindshare
  Freezone Rift is Mine
• Akbank Sanat and Mediacom Turkey
  Akbank Sanat - “The Jazz State of The City”
• Shield and Gorilla
  Pressure Moments
• Nescafé 3in1 and Mindshare Turkey
  Nescafé Sees the Car in Your Fortune

Mobile Social

• Vodafone Turkey and Mindshare Turkey
  Vodafone Red - Retweet to Watch
• Akbank and Hype
  Akbank - "They tweet, we listen”
• Vodafone Turkey and Mindshare / Mindshare Turkey
  Vodafone IOT Smart Watch
• Ford and GTB / Mindshare
  Ford Chatbot
• Polo and Mindshare Turkey
  Get Artsy with Polo
• Knorr and Digitas Liquorice
  Knorr Whatsfordinner Leave No Food Behind

Innovation

• BPN Istanbul and TURKCELL
  Seeing through disabilities
• Orange Finanse and Initiative / Reprise
  Orange Finanse tracks whole consumer journey!
• Renault Turkey / Megane Sedan and Wavemaker
  Megane Sedan Test Drive
• Akbank Sanat and Mediacom Turkey
  Akbank Sanat - “The Jazz State of The City”
• Sky Deutschland Fernsehen and Serviceplan / Mediaplus, Germany
  Say it with Sky
• BMW and Serviceplan Group / Mediaplus, Germany
  Automated Hero-Trailers
• Shoprite and Yonder Media
  Shoprite_Checkers Win a Car
• KFC and Yonder Media
  KFC CRM Rewards Program

Location Based

• Orange Finanse and Initiative / Reprise
  Orange Finanse tracks whole consumer journey!
• Chivas Regal and S4M
  Travel Retail Airport Geo-Targeting
• Vodafone Turkey and Mindshare / Mindshare Turkey
  Vodafone - Enjoy More in Foursquare
• Dimes and AdColony Turkey
  Dimes Breakfast Street Foursquare Campaign
• Curry's PC World and GroundTruth
  Curry's PC World - Prospecting and Retargeting
• Akbank Sanat and Mediacom Turkey
  Akbank Sanat - “The Jazz State of The City”
• Universal Pictures and mSix
  Fifty Shades Freed

Mobile Video

• Doritos and AdColony Turkey / AdColony
  Doritos Jurassic World
• Sunsilk and AdColony
  Sunsilk Aurora Interactive Video Campaign
• BPN Istanbul and TURKCELL
  Seeing through disabilities
• Rexona and Mindshare Turkey
  Rexona Aurora
• Sky Deutschland Fernsehen and Serviceplan / Mediaplus, Germany
  Say it with Sky
• Turkish Airlines and People Initiative
  Go Beyond With 5 Senses Interactive Video

VR/AR

• Vodafone Turkey and Mindshare / Mindshare Turkey
  Freezone Data Hunters
• Deutsche Telekom and Publicis. Sapient
  AR Sports: A mixed Reality Football Experience
• OMO and Digitas Liquorice
  OMO Stains Don't Matter

360 Degree Video

• Bahrain International Circuit and InMobi | Mindshare
  Race Your Way to Success!
• Volvo XC40 and Mindshare Spain
  Get a closer look of Volvo XC40

Mobile Audio

• Akbank Sanat and Mediacom Turkey
  Akbank Sanat - “The Jazz State of The City”
• Mediacom/Snickers/Spotify and Mediacom / Spotify
  The Hunger Spotter