Presenting The Smarties North America 2018 Winners

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Colgate E1: The Connected Toothbrush

North America Best In Show

Colgate Smart Electronic Toothbrush E1 and Red Fuse Communication for

Colgate E1: The Connected Toothbrush

Credits

Jenny Gomez, Worldwide Director, Strategic Innovation & Technology Alliances, Colgate Palmolive

Hannah Payne, Global Associate Director Retail Marketing at Colgate Palmolive, Colgate Palmolive

Jamie Ciamillo, Global Digital Performance Lead, Red Fuse Communications

Kelsey Veno, Senior Account Executive, Cohn & Wolfe

Liz Beck, EVP, US Commercial Director, Integrated Services, Cohn & Wolfe

Kerri Allen, SVP, Cross Cultural Strategy, Cohn & Wolfe

Marketing Objective

North America – Brand Awareness

Brand growth, development and enrichment. These components are critical to a successful brand awareness campaign as well as establishing brand recognition and familiarity with your customers.

Gold Winner

Patrón Cocktail Lab

The Patrón Spirits Company and Publicis.Sapient for

Patrón Cocktail Lab

Watch Video | Credits

Silver Winner

My MAH Vet Offers

Creative Digital Agency, Inc. / Bravecto / Merck Animal Health and Creative Digital Agency, Inc. for

My MAH Vet Offers

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Bronze Winner

Galaxy Apps

Samsung and Moburst for

Galaxy Apps

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Marketing Objective

North America – Lead Generation / Direct Response / Conversions

A great lead generation campaign will expertly use mobile to directly impact sales, conversions, trial or purchase intent. It can also be quite powerful prior to any transaction(s) if the mobile campaign attracts a good amount of prospective customers that are primed for future engagement and sales.

Bronze Winner

Lincoln’s Enhanced Build & Price Experience

Lincoln and Hudson Rouge for

Lincoln’s Enhanced Build & Price Experience

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Marketing Objective

North America – Product / Services Launch

Your campaign launched or re-launched a product or service with mobile at the heart, delivering measurable success.

Silver Winner

TUMS Chewy Bites Launch

TUMS and Weber Shandwick for

TUMS Chewy Bites Launch

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Bronze Winner

Firefox Quantum

Mozilla and Fetch for

Firefox Quantum

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Marketing Objective

North America – Promotion

A promotion can range from contests and coupons to special offers, sweepstakes and POS/Merchandising. Demos, coupons, exhibitions/trade shows, games, special offers (and more) are also fair game for this category.

Gold Winner

Reaping Rewards with T-Mobile Tuesdays

T-Mobile and The Marketing Store for

Reaping Rewards with T-Mobile Tuesdays

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Silver Winner

My MAH Vet Offers

Creative Digital Agency, Inc. / Bravecto / Merck Animal Health and Creative Digital Agency, Inc. for

My MAH Vet Offers

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Bronze Winner

Fall Out Boy Story Mode

Island Records and Gameloft for

Fall Out Boy Story Mode

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Marketing Objective

North America – Relationship Building / CRM

Keeping the customers you have is already tough. Increasing their loyalty is another thing altogether. But that’s what CRM is all about - building and managing customer relationships. This category is for the best examples of how mobile can be the cornerstone to those relationships.

Gold Winner

Lane Bryant + Vibes | Smarties 2018

Lane Bryant and Vibes for

Lane Bryant + Vibes | Smarties 2018

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Silver Winner

Reaping Rewards with T-Mobile Tuesdays

T-Mobile and The Marketing Store for

Reaping Rewards with T-Mobile Tuesdays

Watch Video | Credits

Marketing Objective

North America – Social Impact / Not For Profit

Driving social change - from the palm of your hand. Or your tablet. Or some other mobile device. The point is, campaigns for not-for-profits or government agencies are now more powerful than ever because mobile makes them accessible to everyone. This category is for best in class campaigns that create significant social change or deliver against a public service.

Gold Winner

2017 Lyft and Kargo Round Up & Donate Mobile Campaign

Lyft and Digitas for

2017 Lyft and Kargo Round Up & Donate Mobile Campaign

Watch Video | Credits

Media

North America – Cross Mobile Integration

This category is for campaigns integrating a minimum of 3 mobile applications or mediums (i.e. apps, mobile web, messaging, video, display, search, etc.). We looked for campaigns that hit the above marks, and are strategically customized for each experience.

Gold Winner

2017 Lyft and Kargo Round Up & Donate Mobile Campaign

Lyft and Digitas for

2017 Lyft and Kargo Round Up & Donate Mobile Campaign

Watch Video | Credits

Media

North America – Marketing within a Mobile Gaming Environment

Successful marketing within a gaming environment that isn’t the app or game itself requires a balance of subtlety and ingenuity.

Silver Winner

Fall Out Boy Story Mode

Island Records and Gameloft for

Fall Out Boy Story Mode

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Bronze Winner

Tyson Game Day

Tyson and Mindshare for

Tyson Game Day

View Case Study | Credits

Media

North America – Messaging

This category focuses on the use of SMS/MMS to brilliantly bring a marketing campaign to life. Examples could include (but are not limited to): activation of marketing programs, customer acquisition, engagement and conversion.

Gold Winner

Lane Bryant + Vibes | Smarties 2018

Lane Bryant and Vibes for

Lane Bryant + Vibes | Smarties 2018

Watch Video | Credits

Silver Winner

It's Never Too Late, Always the Perfect Gift with 1-800-Flowers

1-800-Flowers.com and 1-800-Flowers.com for

It's Never Too Late, Always the Perfect Gift with 1-800-Flowers

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Bronze Winner

Forevermark Chatbot

Forevermark and Mindshare for

Forevermark Chatbot

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Media

North America – Mobile App

Any application that provides information, entertainment, productivity or utility for the customer. Mobile App can be part of a broader marketing strategy or a stand-alone brand experience. Both short-term apps for a specific moment in time as well as longer term apps are eligible for this category.

Gold Winner

The Lincoln Way App

Lincoln and Hudson Rouge for

The Lincoln Way App

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Silver Winner

Adventure Reality

Jeep and Bullitt Entertainment for

Adventure Reality

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Bronze Winner

Reaping Rewards with T-Mobile Tuesdays

T-Mobile and The Marketing Store for

Reaping Rewards with T-Mobile Tuesdays

Watch Video | Credits

Media

North America – Mobile Search

Current research indicates that 4 out of 10 people conduct their searches exclusively on mobile during a typical day. This category showcases the ever-important campaigns that have search at their core.

Bronze Winner

How to Get Rid of a Cold Sore

GSK Abreva and PHD for

How to Get Rid of a Cold Sore

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Media

North America – Mobile Social

Social can include networks (think Facebook, Snapchat, Instagram, etc.), person-to-person (i.e. Skype, Facebook Messenger, Whatsapp etc.). Of course, all work must be focused on the mobile platform.

Gold Winner

TD Ameritrade Essential Portfolios Cognitive

TD Ameritrade and Havas NYC for

TD Ameritrade Essential Portfolios Cognitive

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Silver Winner

Flonase Greatest Season Ever

Flonase and Weber Shandwick for

Flonase Greatest Season Ever

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Bronze Winner

TUMS Chewy Bites Launch

TUMS and Weber Shandwick for

TUMS Chewy Bites Launch

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Bronze Winner

Impractical Jokers Surprise and Delight

truTV / Impractical Jokers and Fooji / truTV for

Impractical Jokers Surprise and Delight

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Media

North America – Mobile Website

A website designed specifically for the smaller screen that is both thoughtful and delivers an enhanced user experience - no matter the objective. From products and brands to companies and services, we are looking for the best in mobile web that is not an app.

Bronze Winner

The Future of Commerce

AT&T Business and Hearts & Science for

The Future of Commerce

View Case Study | Credits

Bronze Winner

2018 Bridgestone Performance Institute

Bridgestone Americas Tire Operations, LLC and Publicis.Sapient for

2018 Bridgestone Performance Institute

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Technology

North America – Innovation

For this category, innovation in mobile marketing can come from two different places: Groundbreaking/new technologies or an unconventional/creative use of existing technology.

Bronze Winner

Colgate Total Advanced Health Mouthwash

Colgate Total and Red Fuse Communications for

Colgate Total Advanced Health Mouthwash

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Technology

North America – Location Based Services or Targeting

Connecting to customers with the most relevant message when and where they are most likely to act with location based targeting is a marketer’s dream. Easier said than done? This category can include one-off executions or longer term campaigns but must include specifics on impact against your marketing goals.

Bronze Winner

“Visit Austin 2017 Leisure” Mobile Advertising Campaign

Visit Austin and LatinWorks / AdTheorent for

“Visit Austin 2017 Leisure” Mobile Advertising Campaign

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Bronze Winner

Northern California Honda Dealers Reach Hispanic Auto Intenders

Northern California Honda Dealers and Baker Street Advertising and Clear Channel Outdoor / Clear Channel Outdoor for

Northern California Honda Dealers Reach Hispanic Auto Intenders

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Technology

North America – Mobile Payments / Commerce

Transactions via mobile have become much easier to navigate, more beautiful in their design, and way more trustworthy. This category exhibits the best examples of mobile commerce that can be an app and/or native mobile capabilities.

Gold Winner

It's Never Too Late, Always the Perfect Gift with 1-800-Flowers

1-800-Flowers.com and 1-800-Flowers.com for

It's Never Too Late, Always the Perfect Gift with 1-800-Flowers

Watch Video | Credits

Technology

North America – Mobile Video

Mobile is quickly ascending as the dominant screen for video consumption. It’s nuanced and intimate and is proven to yield impressive results as the most effective storytelling platform, despite the small screen. The formula for success is far more complicated than a 30 second spot but also offers greater opportunities.

Silver Winner

2017 Lyft and Kargo Round Up & Donate Mobile Campaign

Lyft and Digitas for

2017 Lyft and Kargo Round Up & Donate Mobile Campaign

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Bronze Winner

The Muddle Shop

ZYRTEC and J. Walter Thompson for

The Muddle Shop

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Technology

North America – VR/AR

Technologies such as virtual reality and computer generated content in combination with live video have pushed the boundaries of creativity in mobile. This category flaunts the most immersive and/or interactive brand experiences using this technology.

Gold Winner

Build.com "In-Home Preview"

Build.com and Prolific Interactive for

Build.com "In-Home Preview"

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Silver Winner

Ford.com 360 VR Experience

GTB and GTB for

Ford.com 360 VR Experience

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Bronze Winner

Adventure Reality

Jeep and Bullitt Entertainment for

Adventure Reality

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Bronze Winner

Lincoln Navigator 360 VR

Lincoln and Hudson Rouge for

Lincoln Navigator 360 VR

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Technology

North America – 360 Degree Video

It’s hard to argue with the immersive power of 360 video to engage viewers. Because the medium is already captivating by nature, we are looking for the most creative uses for this category.

Gold Winner

Excedrin Works 360 Video

Excedrin Migraine and Weber Shandwick for

Excedrin Works 360 Video

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Bronze Winner

Lincoln Navigator 360 VR

Lincoln and Hudson Rouge for

Lincoln Navigator 360 VR

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Technology

North America – The Internet of Things - Products in the Market

By definition, The Internet of Things is composed of any technology, device or wearable that sends and receives data via the mobile driven internet. For this category, we are looking for products that are out in the market right now.

Gold Winner

Colgate E1: The Connected Toothbrush

Colgate Smart Electronic Toothbrush E1 and Red Fuse Communication for

Colgate E1: The Connected Toothbrush

Watch Video | Credits

Technology

North America – Voice

Silver Winner

Patrón Cocktail Lab

The Patrón Spirits Company and Publicis.Sapient for

Patrón Cocktail Lab

Watch Video | Credits

Silver Winner

Hellmann's Best Foods Best Recipes

Hellmann's / Best Foods and Mindshare for

Hellmann's Best Foods Best Recipes

View Case Study | Credits