2014 Winners Gallery

  • Global
  • North America
  • EMEA
  • APAC
  • LATAM
  • South Africa
  • India
  • United Kingdom
  • Vietnam

Presenting The Smarties Global 2014 Winners

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Kan Khajura Teshan

Global Best In Show

Hindustan Unilever and PHD India for

Kan Khajura Teshan

Credits

Guarav Sharma, General Manager, Digital & Mobility Services, PHD India
Takesh Singh, Head of Branded Content, PHD India
Kshitij Karnad, General Manager, Digital & Mobility Services, PHD India
Rachana Dharia, Vice President, Digital & Mobility Services, PHD India
Preetam Thingalaya, Media Director, PHD India
Deepa Geethakishnan, President, Lowe & Partners

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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.

View the Full Report

Marketing Strategy

Global – Brand Awareness

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

Gold Winner

Kan Khajura Teshan
Hindustan Unilever and PHD India for

Kan Khajura Teshan

Watch Video | Credits

Silver Winner

Take the Wheel
Mercedes-Benz USA and Razorfish for

Take the Wheel

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Bronze Winner

KIA "GAME ON"
KIA and MNET for

KIA "GAME ON"

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Marketing Strategy

Global – 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

Take the Wheel
Mercedes-Benz USA and Razorfish for

Take the Wheel

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Gold Winner

#LastSelfie
WWF DENMARK & WWF TURKEY and 41? 29! for

#LastSelfie

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Marketing Strategy

Global – 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

Take the Wheel
Mercedes-Benz USA and Razorfish for

Take the Wheel

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Silver Winner

Alvio
Qol Devices, Inc. and R/GA for

Alvio

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Marketing Strategy

Global – Promotion

Any campaign that demonstrates how the use of mobile marketing led to a successful promotional campaign (i.e.: contests, demonstrations, coupons, exhibitions/trade shows, games, sweepstakes, point-of-sale displays, merchandising, special offers etc.).

Gold Winner

Virgin Mobile Game of Phones
Virgin Mobile Australia and Starcom MediaVest Group in partnerships with OGB & Havas Worldwide for

Virgin Mobile Game of Phones

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Silver Winner

Tweet For Your Feet
Old Navy and A2G for

Tweet For Your Feet

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Silver Winner

Catch Pink If You Can
Unilever / Elidor (Sunsilk) and Manajans / JWT for

Catch Pink If You Can

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Marketing Strategy

Global – Relationship Building / CRM

Any campaign that demonstrates how the use of mobile marketing was leveraged to build strong relationships with customers built customer loyalty and/or led to increased customer retention.

Silver Winner

DeVry Study Monitor
DeVry Brasil and PorQueNão? for

DeVry Study Monitor

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Bronze Winner

My Favorite Cafe - GEORGIA Vending Machine App
Coca-Cola (Japan) Company,Limited. and DENTSU INC. for

My Favorite Cafe - GEORGIA Vending Machine App

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Marketing Strategy

Global – Social Impact / Not For Profit

Any mobile marketing campaign created and executed for a not-for-profit organization or government agency for public service purposes and/or to drive social change.

Gold Winner

#LastSelfie
WWF DENMARK & WWF TURKEY and 41? 29! for

#LastSelfie

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Bronze Winner

I Will Listen
NAMI NYC Metro and JWT New York for

I Will Listen

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Marketing Strategy

Global – Wearables Impact on Marketing

With the advent of wearable technology we are seeing that the medium has become the product. And since such technology is inherently mobile, the MMA wants to recognize the innovation that brands are bringing to market with these new products and services. Whether it is with rings, bracelets, watches or glasses, we are seeing new and novel ways that wearable technology is becoming part of the overall marketing program for many brands.

Gold Winner

RIP CURL SEARCH GPS
Rip Curl and VML Australia for

RIP CURL SEARCH GPS

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Silver Winner

Balance Rewards
Walgreens and Walgreens for

Balance Rewards

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Bronze Winner

Win the Hour
Nike and R/GA New York for

Win the Hour

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Channel / Media Strategy

Global – Cross Media Integration

Any campaign where mobile marketing was integrated as an indispensable part of a broader marketing mix (mobile, online and offline) and delivered against a core marketing objective.

Gold Winner

#DunkinReplay
Dunkin' Donuts and Hill Holliday for

#DunkinReplay

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Silver Winner

Corolla Style
Toyota Corolla and Saatchi & Saatchi LA for

Corolla Style

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Silver Winner

Helping girls love their hair deep down to the “Cell-Fie”
Unilever / Dove and Mindshare / Ogilvy Vietnam for

Helping girls love their hair deep down to the “Cell-Fie”

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Channel / Media Strategy

Global – Cross Mobile Integration

Any campaign which showcases integration across mobile platforms, channels and technologies to deliver measurable results in creativity and effectiveness (must include a minimum of 3 vehicles in the mobile toolkit – i.e.: apps, mobile web, video, display, search, messaging, etc.)

Silver Winner

Beats Music
Beats Music and R/GA London for

Beats Music

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Bronze Winner

Tastic Red Pot Campaign
Tastic and Yonder Media in partnership with MediaShop and Tag Promotions for

Tastic Red Pot Campaign

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Channel / Media Strategy

Global – Cross Screen Advertising

Any campaign designed to create a meaningful and rich consumer connection across all size screens including broadcast, desktop and mobile (phone and/or tablet). Campaign should show how creative was designed and optimized for the screen and mobile should be a core component of the strategy.

Gold Winner

SONY 4K ULTRA HD TV LAUNCH
Sony Electronics and UM and Amazon Media Group for

SONY 4K ULTRA HD TV LAUNCH

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Silver Winner

1st Cross Screen, Real-time Audience Experience App in Turkey powered by Samsung Galaxy S5
Samsung Electronics and Starcom Mediavest Group for

1st Cross Screen, Real-time Audience Experience App in Turkey powered by Samsung Galaxy S5

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Bronze Winner

Cornetto - Express love in 8 seconds
Unilever China Walls Cornetto (icecream) and PHD China for

Cornetto - Express love in 8 seconds

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Channel / Media Strategy

Global – In-App or Gaming Advertising

Any advertising campaign delivered within a mobile app or gaming environment that drives and delivers against a core-marketing objective.

Silver Winner

Google Maps App QuizUp Campaign
Google Maps App and Essence for

Google Maps App QuizUp Campaign

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Silver Winner

BENGAY - CHAMPIONING MOVEMENT, IN THE MOMENT
BENGAY® and Ansible for

BENGAY - CHAMPIONING MOVEMENT, IN THE MOMENT

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Bronze Winner

State Farm & Rovio--Native/Mobile
State Farm and Rovio/Angry Birds & DDB for

State Farm & Rovio--Native/Mobile

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Channel / Media Strategy

Global – 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.

Silver Winner

Text with The President Campaign
DoSomething.org and Mobile Commons for

Text with The President Campaign

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Channel / Media Strategy

Global – 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

The Nike SB App
Nike and R/GA New York for

The Nike SB App

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Silver Winner

Beats Music
Beats Music and R/GA London for

Beats Music

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Bronze Winner

CelticLIVE App
Sports Revolution and Sports Revolution for

CelticLIVE App

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Channel / Media Strategy

Global – Mobile Search

Any campaign featuring the use of mobile search that drives and delivers against a core marketing objective.

Gold Winner

Red Roof Inn Flight Cancellation Coup
Red Roof Inn and 360i for

Red Roof Inn Flight Cancellation Coup

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Silver Winner

Leveraging Mobile to Drive Acquisitions
TD Ameritrade and Adobe for

Leveraging Mobile to Drive Acquisitions

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Channel / Media Strategy

Global – 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

Nike Locker Room
Nike and Razorfish Hong Kong for

Nike Locker Room

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Bronze Winner

Lincoln.com Mobile Site Redesign
Lincoln and Team Detroit for

Lincoln.com Mobile Site Redesign

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Channel / Media Strategy

Global – Native Advertising

The InMobi Chameleon Award for excellence in native mobile advertising

Any mobile marketing campaign specifically designed for and executed for mobile web or mobile app, that matches both the form and function of the user experience, that drives and delivers against a core marketing objective.

Gold Winner

Google Maps App QuizUp Campaign
Google Maps App and Essence for

Google Maps App QuizUp Campaign

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Bronze Winner

Jeep Weather Native iPhone Takeover
Jeep / Cherokee and The Weather Company for

Jeep Weather Native iPhone Takeover

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Bronze Winner

Lexus & Real Racing 3's Virtual Test Drive
Lexus and Electronic Arts for

Lexus & Real Racing 3's Virtual Test Drive

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Channel / Media Strategy

Global – Tablet Campaign

Any marketing campaign specifically designed for and executed within the tablet environment that drives and delivers against a core marketing objective.

Gold Winner

Alvio
Qol Devices, Inc. and R/GA for

Alvio

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Silver Winner

The Touch-Scream Ad
CIM - Women Integration Centre and Mood/TBWA for

The Touch-Scream Ad

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Silver Winner

Pipe Burst
Amoedo and Artplan for

Pipe Burst

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Bronze Winner

2013 MKZ/29HD Tablet Magazine Integration
Lincoln and Team Detroit for

2013 MKZ/29HD Tablet Magazine Integration

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Channel / Media Strategy

Global – Use of Mobile Social Media

Any campaign featuring the use of mobile social networks, person-to-person and/or community channels that drives and delivers against a core marketing objective.

Silver Winner

Tweet For Your Feet
Old Navy and A2G for

Tweet For Your Feet

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Enabling Technologies

Global – 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

Alvio
Qol Devices, Inc. and R/GA for

Alvio

Watch Video | Credits

Silver Winner

Kan Khajura Teshan
Hindustan Unilever and PHD India for

Kan Khajura Teshan

Watch Video | Credits

Bronze Winner

Oral-B Bluetooth-Connected Electric Toothbrush and Application
P&G / Oral-B and iconmobile Group for

Oral-B Bluetooth-Connected Electric Toothbrush and Application

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Enabling Technologies

Global – Location Based

Any mobile marketing campaign that uses location based services as the primary anchor of the campaign to connect with customers and deliver highly relevant, targeted messages at a time and place when a consumer is most likely to act on them.

Gold Winner

Virgin Mobile Game of Phones
Virgin Mobile Australia and Starcom MediaVest Group in partnerships with OGB & Havas Worldwide for

Virgin Mobile Game of Phones

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Silver Winner

SUN ACTIVATED ADVERTISING
NEUTROGENA and Ansible for

SUN ACTIVATED ADVERTISING

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Enabling Technologies

Global – 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

The Nike SB App
Nike and R/GA New York for

The Nike SB App

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Bronze Winner

Corolla Style
Toyota Corolla and Saatchi & Saatchi LA for

Corolla Style

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2014 Smarties Global Industry Award Winners

Swipe to scroll through the gallery

Marketer of the Year

Unilever

Marketer to Watch

Ford Motor Company

Media Company of the Year

Facebook

Agency of the Year

Razorfish

Presented by

    Marketing Strategy

  • Brand Awareness
  • Lead Generation / Direct Response / Conversion
  • Product / Services Launch
  • Promotion
  • Relationship Building / CRM
  • Social Impact / Not For Profit
  • Wearables Impact on Marketing
  • Channel / Media Strategy

  • Cross Media Integration
  • Cross Mobile Integration
  • Cross Screen Advertising
  • In-App or Gaming Advertising
  • Messaging
  • Mobile App
  • Mobile Search
  • Mobile Website
  • Native Advertising
  • Tablet Campaign
  • Use of Mobile Social Media
  • Enabling Technologies

  • Innovation
  • Location Based
  • Video / Rich Media
  • Industry Awards

  • Marketer of the Year
  • Marketer to Watch
  • Media Company of the Year
  • Agency of the Year