Category
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Marketing Objective |
Brand Awareness
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. Please showcase how your campaign has achieved any or all of these components.
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Lead Generation / Direct Response / Conversions
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. Please showcase how your campaign has achieved either (or both).
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Product / Services Launch
Product / Services Launch
Your campaign launched or re-launched a product or service with mobile at the heart, delivering measurable success. Please be specific as to what made this launch effective, along with the role mobile played in the process.
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Promotion
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. Please be very specific in demonstrating how your campaign specifically changed buyer behavior.
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Relationship Building / CRM
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.
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Social Impact / Not For Profit
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.
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Programmatic
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.
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Cross Media
Cross Media
This category utilizes mobile as a core strategy, along with one or more separate channels to round out the campaign. This could include: TV, print, radio, outdoor, PR, direct marketing, etc.
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Cross Mobile Integration
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 are looking for campaigns that hit the above marks, and are strategically customized for each experience.
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Mobile Gaming, Gamification & E-Sports
Mobile Gaming, Gamification & E-Sports
Gaming apps, gamification applications or e-sports activities that are either a part of a broader marketing strategy or a stand-alone brand experience. Please be specific in describing how the brand is positioned in the gaming environment. If you have a branded gaming app, please submit to the Mobile App category.
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Cross Screen Advertising
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.
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Messaging
Messaging
This category focuses on the use of SMS/MMS and messaging platforms such as WhatsApp, Facebook Messenger, WeChat, Line etc., 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.
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Mobile App
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.
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Best use of Branded Content in OTT Originals
Best use of Branded Content in OTT Originals
This is a category that awards the best usage of branded content within original web series or programs with mobile at the heart, delivering measurable success or creating an impact.
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Mobile Native
Mobile Native
An ad that follows the natural form and function of the user experience in which it is placed can be especially impactful. This category celebrates the best examples of native mobile - both display and video.
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Technology |
Best use of mobile Integrated Payment Solutions / Mobile Wallet
Best use of mobile Integrated Payment Solutions / Mobile Wallet
Advertising and marketing campaigns with key strategy focused on driving transactions via Integrated Payment Solutions (IPS) / Mobile Wallets. Campaign will be judged on results achieved w.r.t transactional volume vs costs incurred.
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Mobile Search
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.
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Technology |
Best use of vernacular language in mobile advertising
Best use of vernacular language in mobile advertising
A campaign that demonstrates the use vernacular language including content and advertising to leverage local opportunities demonstrating hyper local expertise in the mobile environment.
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Mobile Social
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.
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Mobile Website
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.
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Technology |
The Internet of Things - Products in Prototype / Incubator Stage
The Internet of Things - Products in Prototype / Incubator Stage
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 exist as a prototype or are in an incubator stage. To increase your chances to win a Smarties, please submit the actual prototype or illustrate very clearly its design and functionality. Due to its nascent stage, this category will have less weight on results than the others - that doesn’t mean though that you shouldn’t include the impact to your current business or potential shifts it will create for your future marketing efforts.
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Out of Home
Out of Home
Out-of-home (OOH) advertising or outdoor advertising, also known as out-of-home media or outdoor media, is advertising that reaches the consumers while they are outside their homes.
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Technology |
Innovation
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. Due to its exploratory nature, this category will have less weight on results than the others - that doesn’t mean though that you shouldn’t include the impact to your current business or potential shifts it will create for your future marketing efforts.
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Location Based Services or Targeting
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.
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Mobile Payments / Commerce
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.
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Mobile Video
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. Show us your best in class, most impactful mobile video campaigns!
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Voice
Voice
Campaigns that effectively utilized voice assistant devices, such as Alexa and Google Home.
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VR/AR
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. Due to its nascent stage, this category will have less weight on results than the others. However, that doesn’t mean you should exclude the impact to your current business or potential shifts it will create for your future marketing efforts.
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.
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360 Degree Video
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.
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Mobile Audio
Mobile Audio
Any campaign that demonstrates how the experience of audio techniques, be it music, voice or other sound (audio advertising), was used in a mobile environment to create consumer demand and engagement.
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The Internet of Things - Products in the Market
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. To increase your chances to win a Smarties, please submit the actual product. Due to its nascent stage, this category will have less weight on results than the others. However, that doesn’t mean you should exclude the impact to your current business or potential shifts it will create for your future marketing efforts.
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Creative Awards |
Best Brand Experience in Mobile Rich Media
Best Brand Experience in Mobile Rich Media
This is a category that awards a mobile creative that embodies a brand’s philosophy and identity and creates an immersive and interactive experience keeping the brand at the core. It makes a user engage with a brand on the whole and creates top level recall and recognition in the user’s mind.
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Most Engaging Mobile Creative
Most Engaging Mobile Creative
This is a category that awards a mobile creative on its post click performance. It measures the engagement levels of the user after the first point of interaction and how engaged a person remained as the ad progressed. It takes into consideration how long the user remained on the ad and whether they shared the experience forward on social media.
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Industry Awards |
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Media Company of the Year
Media Company of the Year
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Creative Agency of the Year
Creative Agency of the Year
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