Singapore, November 26, 2009 -- The Mobile Marketing Association (MMA) recently announced the winners for its Fifth Annual Global Mobile Marketing Awards. Competing against some of the most creative campaigns from across the globe, five entries from the Asia Pacific region received the six most coveted awards during the Annual Dinner and Awards Ceremony at the Mobile Marketing Forum in Los Angeles. 

“Early this year, it was estimated that over 2 billion cellphone subscriptions were active in the Asia Pacific region, which is half the global count. Increasing mobile penetration along with the introduction and adoption of newer mobile technology in the region has significantly enhanced the potential of the medium as a marketing vehicle. With the industry growing at such a rapid pace, it is no wonder that some of the best, most innovative mobile marketing campaigns in the world are coming from the Asia Pacific region. We congratulate the regional winners on their outstanding achievements and wish them continued success,” said Rohit Dadwal, Managing Director, Asia Pacific, Mobile Marketing Association.

The winning campaigns from the region, by category, are:

Mobile Display Campaign
•    PUMA F WAN, Phonevalley

Mobile Messaging Campaign
•    Because We Can, The Hyperfactory

Emerging Technology Campaign
•    Cadbury Be The Gorilla, The Hyperfactory

Multi -Mobile Channel Campaign
•    Sony Quantum Code, AURA Interactive

Mobile Social Media Campaign
•    Sony Quantum Code, AURA Interactive

Cross-Media Integration Campaign
•    Go For It, Tribal DDB India

Here is what the winners had to say about their work being honoured by the MMA:

Because We Can and Cadbury Be The Gorilla, The Hyperfactory
“We are extremely excited about our recognition in this year’s MMA Awards.  The quality level of entries and the sheer volume this year has shown that mobile is becoming more of a focus point for many companies. Our campaigns for 42 Below and Cadbury are fantastic examples of where smart, innovative mobile technologies have been able to deliver strong business results – which is the key to ensuring mobile continues to have a seat at the brands table,” said Geoffrey Handley, Co-founder, The Hyperfactory.

PUMA F WAN, Phonevalley
Phonevalley created a comprehensive mobile campaign for PUMA around the F1 race in Shanghai. Alexandre Mars, Phonevalley CEO and Publicis Groupe Head of Mobile, said: “We are thrilled and honored to win an MMA Award for our PUMA F Wan mobile campaign in China! The jury members have celebrated two key issues: first, our campaign was highly comprehensive in an event-driven context, and was totally adapted to the Chinese habits of mobile consumption (gaming and viral). Second: it was perfectly integrated in a cross media campaign. For the Phonevalley and the Zenith China teams, this MMA Award recognizes our vision of mobile as a media. It supports Publicis Groupe’s forthcoming efforts to design strategies fully devoted to our clients’ marketing objectives, wherever they operate.”

Reliance GSM – ‘Go For It’ campaign, Tribal DDB India
Tribal DDB created a unique ‘Click and Call’ campaign for the Reliance Communications GSM Service that allowed people to make free calls to their friends from internet and WAP banners. “The Reliance GSM "Go For It" campaign leveraged the impulsive nature of the target audience by disrupting what they were doing on the net and encouraged them to call a friend they had not called for quite a long time, by offering them a FREE call. The idea of making people talk on their mobile phones through a banner beautifully integrated the consumer insight and the brand offering and ensured an astounding response for the campaign. We at Tribal DDB India feel truly honored by the recognition bestowed upon us by a global forum like MMA,” said Uma Sivakumar - Head Online Media, Tribal DDB India.

Sony Quantum Code, AURA Interactive
“It’s fantastic to be recognized by the MMA for this campaign. This was one of the most technically challenging projects we have had the pleasure of developing, after working with EuroRSCG for many months on the strategy and refining the user experience. It cleverly integrated a potent mix of 9 different facets of mobile marketing and advertising with the print, online and retail marketing program to create an awesome campaign that was the most successful SONY consumer electronics film driven promotion EVER in Australia,” said Adam Dunne, CEO, AURA Interactive.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and advertising and their associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Latin American (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.


Press Contacts
Sonya Madeira Stamp
Rice Communications on behalf of MMA
M: +65 9450 1090
E: [email protected]

Suzanne Yap
Rice Communications on behalf of MMA
M: +65 8522 3221
E: [email protected]

Shruti Soni
Rice Communications on behalf of MMA
M: +91 98733 54750
E: [email protected]