2015 Winners Gallery

  • Global
  • EMEA
  • APAC
  • LATAM
  • Turkey
  • S. Africa
  • India
  • UK
  • Vietnam
  • France
  • Indonesia
  • Australia

Presenting The Smarties Global 2015 Winners

← Swipe to scroll through the gallery →
Heineken @WhereNext

Global Best In Show

Heineken and R/GA London for

Heineken @WhereNext

Credits

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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

The XC90 Experience in Volvo Reality - #2075
Volvo Cars North America and R/GA for

The XC90 Experience in Volvo Reality

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Silver Winner

The Ghost is Calling - #1619
Cornetto, Unilever and Mindshare Malaysia for

The Ghost is Calling

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Bronze Winner

Razorfish - Nike 2014 World Cup mobile Alphonso - Brand Aware - #1918
Nike and Razorfish for

Razorfish - Nike 2014 World Cup mobile Alphonso - Brand Aware

Watch Video | Credits
Marketing Strategy

Global – Lead Generation

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 the target audience.

Gold Winner

Inmarko ice cream - #2047
Inmarko and Brandtone for

Inmarko ice cream

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Silver Winner

Audi TT Brochure Hack - #1675
AUDI AG and Razorfish Germany for

Audi TT Brochure Hack

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Bronze Winner

Trending Outdoor - #1697
Unilever / Axe Black and J.Walter Thompson Manajans for

Trending Outdoor

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Marketing Strategy

Global – Product / Services Launch

Any campaign that has used mobile to successfully launch and/or re-launch a product or service into the marketplace, delivering measurable success based on a mobile platform.

Gold Winner

The XC90 Experience in Volvo Reality - #2075
Volvo Cars North America and R/GA for

The XC90 Experience in Volvo Reality

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Silver Winner

Halo: Starscope - #1882
Xbox and Razorfish for

Halo: Starscope

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Bronze Winner

Red Stick Staredown: A Game of Chicken - #1713
Popeyes Louisiana Kitchen and Mithun for

Red Stick Staredown: A Game of Chicken

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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.), resulting in increased customer activity and/or further engagement. Campaign should demonstrate mobile’s ability to reach a mass audience and change buying behavior.

Bronze Winner

DONUTS WONDERLAND - #1982
Dunkin' Donuts Indonesia and PT Telekomunikasi Selular, Tbk (TELKOMSEL) for

DONUTS WONDERLAND

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Marketing Strategy

Global – Relationship Building / CRM

Any campaign that demonstrates how the use of mobile marketing was leveraged to build or manage strong relationships with customers. Should be measured by an increase in customer loyalty and/or led to customer retention.

Gold Winner

Life & Style all mobile loyalty club - #1981
KappAhl and Mobiento / Deloitte Digital for

Life & Style all mobile loyalty club

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Silver Winner

The Red Cross Connection - #2114
Singapore Red Cross and MRM//McCann for

The Red Cross Connection

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Bronze Winner

Bond of Love on the Mother's Day - #1782
Lifebuoy, Unilever and Mindshare Pakistan for

Bond of Love on the Mother's Day

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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 proposes and/or to drive social change.

Gold Winner

The Red Cross Connection - #2114
Singapore Red Cross and MRM//McCann for

The Red Cross Connection

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Silver Winner

Sweeper - #1704
United Nations Mine Action Service and Critical Mass for

Sweeper

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Channel / Media Strategy

Global – Cross Media / Cross Mobile Integration

Any campaign where mobile marketing was integrated as a core strategy with other media and communications channels. E.g. TV, Print, Radio, Outdoor, PR, Direct Marketing, etc. or any campaign, which integrated a minimum of 3 mobile applications i.e.: apps, mobile web, video, display, search, messaging, etc.)

Gold Winner

Silent Entertainment - #1700
Unilever / Axe Black and J.Walter Thompson Manajans for

Silent Entertainment

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Silver Winner

Minions Love Bananas 2015 - #1968
Chiquita, Universal Pictures and FunMobility for

Minions Love Bananas 2015

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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

Durex Explore - #1603
Reckitt Benckiser / Durex and Havas Worldwide London for

Durex Explore

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Silver Winner

Silent Entertainment - #1700
Unilever / Axe Black and J.Walter Thompson Manajans for

Silent Entertainment

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Bronze Winner

Hungry Lion Lucky Bucket Campaign - #1540
Hungry Lion and Yonder Media in partnership with the MediaShop for

Hungry Lion Lucky Bucket Campaign

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Channel / Media Strategy

Global – Marketing within a Mobile Gaming Environment

Any campaign delivered within a gaming app or a mobile gaming environment where the brand is not the app or game itself. If you have a branded gaming app, submit to the Mobile App category.

Gold Winner

How Zespri Got Kids Across China to Slice 18 Billion Kiwis - #2050
Zespri and Mindshare China for

How Zespri Got Kids Across China to Slice 18 Billion Kiwis

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Silver Winner

Red Stick Staredown: A Game of Chicken - #1713
Popeyes Louisiana Kitchen and Mithun for

Red Stick Staredown: A Game of Chicken

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Channel / Media Strategy

Global – Messaging

Any SMS/MMS based messaging campaign to a customer base, featuring the use of SMS/MMS and delivers against a core marketing objective. Examples include (but not limited to) activation of marketing programs, customer acquisition, engagement and conversion.

Gold Winner

Spreading a million smiles with a mobile - #1630
Colgate Palmolive (India) Ltd and Red Fuse Communications for

Spreading a million smiles with a mobile

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Silver Winner

The Red Cross Connection - #2114
Singapore Red Cross and MRM//McCann for

The Red Cross Connection

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Channel / Media Strategy

Global – Programmatic

A campaign that demonstrates how the use of a programmatic / RTB platform improved the targeting and increased the efficiency and effectiveness in buying, selling and creating a mobile advertising solution.

Bronze Winner

Xaxis & DSW Cross Screen Campaign - #2020
DSW and Xaxis and MediaCom for

Xaxis & DSW Cross Screen Campaign

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Channel / Media Strategy

Global – Mobile App

Any mobile app that was created as part of an integrated mobile marketing strategy to either provide information, entertainment, productivity or utility as part of the customer experience.

Gold Winner

Audi TT Brochure Hack - #1675
AUDI AG and Razorfish Germany for

Audi TT Brochure Hack

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Silver Winner

Hammerhead - #2078
Hammerhead Navigation and R/GA + Hammerhead Navigation for

Hammerhead

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Bronze Winner

Target Holiday Wish List - #1870
Target Corporation and SapientNitro for

Target Holiday Wish List

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Channel / Media Strategy

Global – Mobile Search

Any campaign featuring mobile search as core to a mobile or overall marketing strategy.

Bronze Winner

We Energies Transforms Power Outage Experience with Mobile Search - #1948
We Energies and Pure Oxygen Labs for

We Energies Transforms Power Outage Experience with Mobile Search

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Channel / Media Strategy

Global – Mobile Website

Any mobile website (not an app) developed to provide an enhanced mobile experience to showcase a company, product, brand or service.

Gold Winner

Heineken @WhereNext - #2081
Heineken and R/GA London for

Heineken @WhereNext

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Channel / Media Strategy

Global – Mobile Native

The InMobi Chameleon Award for excellence in native mobile advertising

A form of paid media on any mobile platform where the ad experience follows the natural form and function of the user experience in which it is placed.

Gold Winner

Build a GLA on Instagram - #2057
Mercedes-Benz USA and Razorfish for

Build a GLA on Instagram

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Bronze Winner

adidas Discovers the Power of Mobile-First Storytelling - #1733
adidas and Johannes Leonardo, Carat, TBWA/Digital Arts Network and Opera Mediaworks for

adidas Discovers the Power of Mobile-First Storytelling

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Channel / Media Strategy

Global – Mobile Social

Any campaign featuring the use of social networks, person-to-person and/or community channels on a mobile platform.

Gold Winner

The Language of Hair - #1614
Sunsilk Shampoo, Unilever Vietnam and Mindshare Vietnam & Adtima & Ogilvy Vietnam for

The Language of Hair

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Silver Winner

Build a GLA on Instagram - #2057
Mercedes-Benz USA and Razorfish for

Build a GLA on Instagram

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Bronze Winner

Dunkin' Donuts Shark Week - #1834
Dunkin' Donuts & Trilia/Hill Holliday and Trilia/Hill Holliday for

Dunkin' Donuts Shark Week

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Bronze Winner

Razorfish - Nike 2014 World Cup mobile Alphonso - Mobile Social - #2065
Nike and Razorfish for

Razorfish - Nike 2014 World Cup mobile Alphonso - Mobile Social

Watch Video | Credits
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

Audi TT Brochure Hack - #1675
AUDI AG and Razorfish Germany for

Audi TT Brochure Hack

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Silver Winner

The XC90 Experience in Volvo Reality - #2075
Volvo Cars North America and R/GA for

The XC90 Experience in Volvo Reality

View Case Study | Credits

Bronze Winner

Who Does More? - #1885
Unilever / Rexona and Mindshare Turkey / Wanda / Mobilike for

Who Does More?

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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. These can be one off campaigns or long term activity.

Gold Winner

Heineken @WhereNext - #2081
Heineken and R/GA London for

Heineken @WhereNext

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Silver Winner

Delivering Inspiration at Point of Sale - #1806
Hellmann's and Mindshare for

Delivering Inspiration at Point of Sale

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Bronze Winner

Lifebuoy Flood - #1576
Unilever / Lifebuoy and InMobi PTE Ltd and Mindshare Indonesia for

Lifebuoy Flood

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Enabling Technologies

Global – The Internet of Things

Any technology, device or wearable that connects, communicates or transmits information with or between each other through the mobile driven Internet.

Gold Winner

Owlet - #2079
Owlet Baby Care and R/GA + Owlet Baby Care for

Owlet

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Silver Winner

Oral-B SmartSeries Mobile Application - #2063
Procter & Gamble: Oral-B and iconmobile for

Oral-B SmartSeries Mobile Application

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Bronze Winner

Hammerhead - #2078
Hammerhead Navigation and R/GA + Hammerhead Navigation for

Hammerhead

Watch Video | Credits
Enabling Technologies

Global – Mobile Video

Any campaign that demonstrates how the experience of sight, sound, and motion (video advertising) was used in a mobile environment or create consumer demand and engagement.

Gold Winner

The XC90 Experience in Volvo Reality - #2075
Volvo Cars North America and R/GA for

The XC90 Experience in Volvo Reality

View Case Study | Credits

Silver Winner

Razorfish - Nike 2014 World Cup mobile Alphonso - Mobile Video - #2067
Nike and Razorfish for

Razorfish - Nike 2014 World Cup mobile Alphonso - Mobile Video

Watch Video | Credits

Silver Winner

Share a Coke Mexico - #1883
Coca Cola and SCLBITS for

Share a Coke Mexico

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In Partnership With

    Marketing Strategy

  • Brand Awareness
  • Lead Generation
  • Product / Services Launch
  • Promotion
  • Relationship Building / CRM
  • Social Impact / Not For Profit
  • Channel / Media Strategy

  • Cross Media / Cross Mobile Integration
  • Cross Screen Advertising
  • Marketing within a Mobile Gaming Environment
  • Messaging
  • Programmatic
  • Mobile App
  • Mobile Search
  • Mobile Website
  • Mobile Native
  • Mobile Social
  • Enabling Technologies

  • Innovation
  • Location Based
  • The Internet of Things
  • Mobile Video
  • Industry Awards

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