Presenting The Smarties United Kingdom 2014 Winners

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The Power of ConTEXT - Windows Phone and Weve partnership

United Kingdom Best In Show

Microsoft Windows Phone and Weve for

The Power of ConTEXT - Windows Phone and Weve partnership

Credits

Just Released – The Smarties Trend Report

The MMA developed the Mobile Creative Framework which highlighted strategies behind the most effective mobile campaigns from 2013. Many of the same trends are now carried over into this year’s winners, but as the world of mobile has evolved, so have the more traditional strategies marketers have deployed to take advantage of the uniqueness of mobile.

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Marketing Strategy

United Kingdom – Brand Awareness

Any mobile marketing campaign created with the primary objective of building brand awareness and establishing brand recognition by potential customers.

Silver Winner

Bloomberg Hub at London City Airport

Bloomberg Hub and Bloomberg L.P. for

Bloomberg Hub at London City Airport

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Bronze Winner

Selfridges "The Beauty Project"

Selfridges and LoopMe and MediaCom for

Selfridges "The Beauty Project"

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Marketing Strategy

United Kingdom – Lead Generation / Direct Response / Conversion

Any campaign that demonstrates how the use of mobile marketing generated prospective customers for future engagement and sales or any campaign that reveals how the use of mobile marketing directly impacted sales, conversions, trials, or purchase intent among your target audience.

Gold Winner

Clinique Anti - Blemish Solutions Clinical Clearing Gel and Capital FM

Clinique and Global Media & Entertainment for

Clinique Anti - Blemish Solutions Clinical Clearing Gel and Capital FM

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Silver Winner

Criteo and Travelzoo

Tavelzoo and Criteo for

Criteo and Travelzoo

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Marketing Strategy

United Kingdom – Product / Services Launch

Any mobile marketing campaign created with the objective of introducing a new product or service into the marketplace, delivering measurable success based on mobile platform.

Gold Winner

Beats Music

Beats Music and R/GA London for

Beats Music

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Channel / Media Strategy

United Kingdom – Messaging

(e.g. SMS, Apps Messaging, Long form codes and others) Any campaign featuring the use of mobile messaging tactics that drives and delivers against a core marketing objective.

Gold Winner

Heineken UK and Weve partnership

Heineken UK and Weve for

Heineken UK and Weve partnership

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Channel / Media Strategy

United Kingdom – Mobile App

Any application that was created specifically for the mobile environment as part of an integrated mobile marketing strategy for the primary purpose of providing information, entertainment, productivity or utility while delivering an engaging customer experience.

Gold Winner

Beats Music

Beats Music and R/GA London for

Beats Music

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Channel / Media Strategy

United Kingdom – Mobile Website

Any website that was created specifically for the mobile environment to showcase a product, brand or service as part of an integrated mobile marketing strategy.

Gold Winner

ADT Integrated Campaign: Mobile Site

ADT and Movement for

ADT Integrated Campaign: Mobile Site

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Enabling Technologies

United Kingdom – Innovation

Any mobile marketing campaign featuring new or groundbreaking techniques and/or technologies to market a service or product or any campaign that has leveraged existing technology with a new, unconventional and creative execution.

Gold Winner

The Power of ConTEXT - Windows Phone and Weve partnership

Microsoft Windows Phone and Weve for

The Power of ConTEXT - Windows Phone and Weve partnership

Watch Video | Credits

Enabling Technologies

United Kingdom – Video / Rich Media

Any marketing campaign that demonstrates how the use of mobile video and/or rich media technologies in a mobile environment increased the customer experience and engagement with the brand.

Gold Winner

Google OneApp Pack

Google and Essence for

Google OneApp Pack

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