Presenting The Smarties North America 2019 Winners

← Swipe to scroll through the gallery →

Blazing into Late-Night

North America Best In Show

Pizza Pizza and Media Experts for

Blazing into Late-Night

Credits

Nick Rogerson, Manager, Digital Media Systems, Media Experts

Tiffany Gadoua, Manager, Search Marketing Systems, Media Experts

Rachel Schmit, Specialist, Digital Media Systems, Media Experts

Gillan King, Analyst, Search Marketing Systems, Media Experts

Kamila Gililova, Coordinator, Programmatic Systems, Media Experts

Michelle Read-Kulig, Digital Marketing & Loyalty, Pizza Pizza Ltd.

Stephanie Edwards, Digital Marketing Specialist, Pizza Pizza Ldt

Watch Video

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. Please showcase how your campaign has achieved any or all of these components.

Silver Winner

Pronamel Intensive Enamel Repair - New Product Launch

GSK and Wunderman Thompson for

Pronamel Intensive Enamel Repair - New Product Launch

Watch Video | Credits

Bronze Winner

Gas-X Would You Rather?: Hacking the IG Stories Platform

Gas-X and Weber Shandwick for

Gas-X Would You Rather?: Hacking the IG Stories Platform

Watch Video | Credits

Bronze Winner

AdTheorent and Proof Travel Texas FY’19 Campaign

Travel Texas and Proof Advertising / AdTheorent for

AdTheorent and Proof Travel Texas FY’19 Campaign

Watch Video | Credits

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.

Silver Winner

McDonald's Trick. Treat. Win! Campaign

McDonald's and The Marketing Store for

McDonald's Trick. Treat. Win! Campaign

Watch Video | Credits

Silver Winner

T-Mobile Tuesdays

T-Mobile and The Marketing Store for

T-Mobile Tuesdays

Watch Video | Credits

Bronze Winner

AdTheorent and The Richards Group "Firehouse Subs FY18 Mobile Campaign"

Firehouse Subs and The Richards Group / AdTheorent for

AdTheorent and The Richards Group "Firehouse Subs FY18 Mobile Campaign"

Watch Video | Credits

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. Please be specific as to what made this launch effective, along with the role mobile played in the process.

Silver Winner

TummerTime

TUMS and Weber Shandwick for

TummerTime

Watch Video | Credits

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. Please be very specific in demonstrating how your campaign specifically changed buyer behavior.

Gold Winner

Blazing into Late-Night

Pizza Pizza and Media Experts for

Blazing into Late-Night

Watch Video | Credits

Silver Winner

McDonald's Trick. Treat. Win! Campaign

McDonald's and The Marketing Store for

McDonald's Trick. Treat. Win! Campaign

Watch Video | Credits

Silver Winner

Chipotle Freeting: A Multichannel Mobile Approach

Chipotle and Vibes for

Chipotle Freeting: A Multichannel Mobile Approach

Watch Video | Credits

Bronze Winner

T-Mobile Tuesdays

T-Mobile and The Marketing Store for

T-Mobile Tuesdays

Watch Video | Credits

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

T-Mobile Tuesdays

T-Mobile and The Marketing Store for

T-Mobile Tuesdays

Watch Video | Credits

Silver Winner

McDonald's Trick. Treat. Win! Campaign

McDonald's and The Marketing Store for

McDonald's Trick. Treat. Win! Campaign

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

Beacons of Hope

Samaritan and Gimbal for

Beacons of Hope

Watch Video | Credits

Silver Winner

AdTheorent and Ad Council’s The Shelter Pet Project Campaign

The Shelter Pet Project and Ad Council / AdTheorent for

AdTheorent and Ad Council’s The Shelter Pet Project Campaign

Watch Video | Credits

Bronze Winner

Why Does it Take a Disaster to Bring us Together

Ad Council and Courageous Studios for

Why Does it Take a Disaster to Bring us Together

Watch Video | Credits

Bronze Winner

Hellmann's Real Food Rescue

Hellmann's and Mindshare for

Hellmann's Real Food Rescue

Watch Video | Credits

Media

North America – 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

Do What You Can't Jimmy Fallon

Samsung Galaxy S10+ and Starcom for

Do What You Can't Jimmy Fallon

Watch Video | Credits

Silver Winner

Hellmann's Real Food Rescue

Hellmann's and Mindshare for

Hellmann's Real Food Rescue

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 are looking for campaigns that hit the above marks, and are strategically customized for each experience.

Gold Winner

The Perfect 10 is Now the 8

BMW Canada and Media Experts for

The Perfect 10 is Now the 8

Watch Video | Credits

Media

North America – 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.

Silver Winner

McDonald's Trick. Treat. Win! Campaign

McDonald's and The Marketing Store for

McDonald's Trick. Treat. Win! Campaign

Watch Video | Credits

Media

North America – 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.

Gold Winner

Chipotle Freeting: A Multichannel Mobile Approach

Chipotle and Vibes for

Chipotle Freeting: A Multichannel Mobile Approach

Watch Video | Credits

Bronze Winner

Stage Stores' 90s-Themed Back-To-School Mobile Campaign

Stage Stores and Vibes for

Stage Stores' 90s-Themed Back-To-School Mobile Campaign

Watch Video | Credits

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.

Silver Winner

T-Mobile Tuesdays

T-Mobile and The Marketing Store for

T-Mobile Tuesdays

Watch Video | Credits

Silver Winner

McDonald's Trick. Treat. Win! Campaign

McDonald's and The Marketing Store for

McDonald's Trick. Treat. Win! Campaign

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.

Gold Winner

Hijacking High Gas Prices for High Returns

MINI Canada and Media Experts for

Hijacking High Gas Prices for High Returns

Watch Video | Credits

Silver Winner

Blazing into Late-Night

Pizza Pizza and Media Experts for

Blazing into Late-Night

Watch Video | Credits

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

Cadillac CT5 ASMR Reveal

Cadillac and Rokkan for

Cadillac CT5 ASMR Reveal

Watch Video | Credits

Bronze Winner

Gas-X Would You Rather?: Hacking the IG Stories Platform

Gas-X and Weber Shandwick for

Gas-X Would You Rather?: Hacking the IG Stories Platform

Watch Video | Credits

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

Sensodyne.com Relaunch

GSK and Wunderman Thompson for

Sensodyne.com Relaunch

Watch Video | Credits

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. 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.

Gold Winner

Cadillac CT5 ASMR Reveal

Cadillac and Rokkan for

Cadillac CT5 ASMR Reveal

Watch Video | Credits

Bronze Winner

AdTheorent and Ad Council’s The Shelter Pet Project Campaign

The Shelter Pet Project and Ad Council / AdTheorent for

AdTheorent and Ad Council’s The Shelter Pet Project Campaign

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. Show us your best in class, most impactful mobile video campaigns!

Bronze Winner

AdColony and Toyota Team up to Drive Greater Vehicle Awareness

Toyota and AdColony for

AdColony and Toyota Team up to Drive Greater Vehicle Awareness

Watch Video | Credits

Bronze Winner

Universal Kids American Ninja Warrior Junior

Universal Kids/American Ninja Warrior Junior and Sabio Mobile for

Universal Kids American Ninja Warrior Junior

Watch Video | Credits

Technology

North America – Voice

Silver Winner

Hacking Prime Day

Honey Nut Cheerios and Mindshare for

Hacking Prime Day

Watch Video | Credits

Technology

North America – 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

Cadillac CT5 ASMR Reveal

Cadillac and Rokkan for

Cadillac CT5 ASMR Reveal

Watch Video | Credits