Presenting The Smarties Spain 2019 Winners

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THE GRINCH

Spain Best In Show

Universal Pictures and Msix for

THE GRINCH

Credits

Alvaro Bermudez De Castro, Partner Innovation and Content, Msix

Elisabet Ballus, Account Director Innovation, Msix

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Marketing Objective

Spain – 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.

Gold Winner

Rexona World Cup 2018

Rexona and Mindshare for

Rexona World Cup 2018

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Marketing Objective

Spain – 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.

Gold Winner

Cabify, the city is yours

Cabify and Mindshare for

Cabify, the city is yours

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Bronze Winner

Kiddies Club Summer 2018 launch Campaign

Telecoming and Telecoming for

Kiddies Club Summer 2018 launch Campaign

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Bronze Winner

Kia Dealer Coop Platform: Turning every Kia Dealer into a Display Advertising Expert

KIA and Havas Media Spain for

Kia Dealer Coop Platform: Turning every Kia Dealer into a Display Advertising Expert

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Marketing Objective

Spain – 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.

Silver Winner

Klinc by Zurich

Klinc by Zurich and Accenture for

Klinc by Zurich

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Marketing Objective

Spain – 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.

Silver Winner

Xmas Mode

Shackleton and Shackleton for

Xmas Mode

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Media

Spain – 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.

Gold Winner

THE GRINCH

Universal Pictures and Msix for

THE GRINCH

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Silver Winner

BBVA'S AGGREGATOR SERVICE CASE

BBVA and Mindshare for

BBVA'S AGGREGATOR SERVICE CASE

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Technology

Spain – 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.

Silver Winner

CONNECTED COKE

COCA-COLA and ANDTONIC & CARAT for

CONNECTED COKE

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Technology

Spain – 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.

Gold Winner

What do you think? - QR

El País and Shackleton for

What do you think? - QR

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Technology

Spain – 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.

Gold Winner

The last mile strategy

McDonald's Spain and OMD Spain for

The last mile strategy

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