MMA Unveils 2014 Global Smarties Winners Honoring Exceptional Campaigns in Mobile Marketing

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Hindustan Unilever and PHD India Awarded “Best in Show” for “Kan Khajura Tesan” Campaign; Unilever, Ford, Razorfish and Facebook Receive Industry Award Accolades

Khan Khajura Tesan was a beautiful campaign that proves that marketers are only limited by their own imagination regarding what’s possible in mobile.

A stellar showcase of marketer, media, technology and agency excellence from around the world was presented tonight at the 2014 MMA Global Smarties Gala at the Highline Stages in New York City, where the winners of the coveted Global Smarties were revealed.

As mobile technology and capabilities advance, creativity, innovation and impressive results in mobile marketing set the stage for a future of what’s possible. The winners of the Smarties represent those who are blazing new trails, exhibiting bravery and innovation across the sizzling and competitive mobile marketing ecosystem.

This year’s most prestigious “Best in Show” was awarded to Hindustan Unilever and PHD for their “Kan Khajura Tesan” campaign in Bihar, India. This campaign leveraged the uniqueness of mobile by creating a new media channel to reach a rural population of 137 million who suffer from daily power cuts, but where 86 percent of the population owns a mobile phone. By delivering “free, on-demand and always-on” entertainment, Unilever was able to build a new loyal consumer base for a number of products to what has been an unreachable audience.

“Khan Khajura Tesan was a beautiful campaign that proves that marketers are only limited by their own imagination regarding what’s possible in mobile,” said Sheryl Daija, chief strategy officer at the MMA. “This was truly a groundbreaking campaign where Unilever courageously leveraged the power of mobile. Many of the winners of the 2014 Smarties exhibited that while mobile is most global of media, it is also the most local.”

In addition to recognizing mobile creativity and effectiveness, the Smarties also revealed a number of companies who received accolades for being industry trailblazers and disruptors. The Industry Awards were handed to an impressive group of companies including:

  • Marketer of the Year: Unilever
  • Marketer to Watch: Ford Motor Company
  • Media Company of the Year: Facebook
  • Agency of the Year: Razorfish

“Unilever was honored as Marketer of the Year for their leadership and commitment to mobile on a worldwide basis,” said Greg Stuart, CEO, at the MMA. “Their work and investment in mobile is a great example of how a brand is transforming their business through mobile. This year we received more innovative and inspiring entries than ever before, a sign that marketers are really thinking outside the box as the mobile space continues to evolve.”

In conjunction with the announcement of the Smarties Winners, the MMA also launched a Smarties Trend Report highlighting strategies behind some of the best practices framework based the winning campaigns. Some of the key trends included:

1. The Gateway to Dynamic Personalization

  • one to one engagement allows marketers to provide more personalized content.

2. The Consumer-Needs Compass

  • 20% of campaigns used location enabling brands to reach the right person at the right time, with the right message in the right place with the right mindset

3. The “Always on” Brand-Station

  • 40% of winning entries provided “always on” brand experiences provide entertainment or a specific service to their consumer

4. The Campaign Engagement Link

  • mobile-centric campaigns that harness mobile technology to amplify other channel efforts

5. The Mobile Social Influence

  • 33% of the winning campaigns show how brands are taking advantage of existing social platforms, and their users, to grow their brands in more organic ways.

6. The Internet of Things

  • product is now becoming a conduit of the message and brand experience.

2014 GLOBAL SMARTIES AWARD WINNERS:

Best In Show
Hindustan Unilever and PHD India
Kan Khajura Tesan
India

MARKETING STRATEGY AWARDS

BRAND AWARENESS

Gold
Hindustan Unilever and PHD India
Kan Khajura Tesan
India

Silver
Mercedes-Benz USA and Razorfish
Take the Wheel
USA

Bronze
KIA and MNET
KIA "Game On"
Australia

LEAD GENERATION / DIRECT RESPONSE / CONVERSION

Gold
Mercedes-Benz USA and Razorfish
Take the Wheel
USA

Gold
WWF DENMARK & WWF TURKEY and 41? 29!
#LastSelfie
Turkey

PRODUCT / SERVICES LAUNCH

Gold
Mercedes-Benz USA and Razorfish
Take the Wheel
USA

Silver
Qol Devices, Inc. and R/GA
Alvio
USA

PROMOTION

Gold
Virgin Mobile Australia and Starcom Australia in partnerships with OGB & Havas Worldwide
Virgin Mobile Game of Phones
Australia

Silver
Old Navy and A2G
Tweet For Your Feet
USA

Silver
Unilever / Elidor (Sunsilk) and Manajans / JWT
Catch Pink If You Can
Turkey

RELATIONSHIP BUILDING / CRM

Silver
DeVry Brasil and PorQueNão?
DeVry Study Monitor
Brazil

Bronze
Coca-Cola (Japan) Company, Limited and DENTSU INC.
My Favorite Cafe - GEORGIA Vending Machine App
Japan

SOCIAL IMPACT / NOT FOR PROFIT

Gold
WWF DENMARK & WWF TURKEY and 41? 29!
#LastSelfie
Turkey

Bronze
NAMI NYC Metro and JWT New York
I Will Listen
USA

WEARABLES IMPACT ON MARKETING

Gold
Rip Curl and VML Australia
Rip Curl Search GPS
Australia

Silver
Walgreens
Balance Rewards
USA

Bronze
Nike and R/GA New York
Win the Hour
USA

CHANNEL MEDIA STRATEGY AWARDS

CROSS MEDIA INTEGRATION

Gold
Dunkin' Donuts and Hill Holliday
#DunkinReplay
USA

Silver
Toyota Corolla and Saatchi & Saatchi LA
Corolla Style
USA

Silver
Unilever / Dove and Mindshare
Helping Girls Love their Hair Deep Down to the “Cell-Fie”
Vietnam

CROSS MOBILE INTEGRATION

Silver
Beats Music and R/GA London
Beats Music
USA

Bronze
Tastic and Yonder Media in partnership with MediaShop and Tag Promotions
Tastic Red Pot Campaign
South Africa

CROSS SCREEN ADVERTISING

Gold
Sony Electronics and UM and Amazon Media Group
Sony 4K Ultra HD TV Launch
USA

Silver
Samsung Electronics and Starcom MediaVest Group
1st Cross Screen, Real-time Audience Experience App in Turkey powered by Samsung Galaxy S5
Turkey

Bronze
Unilever China Walls Cornetto (icecream) and PHD China
Cornetto - Express love in 8 seconds
China

IN-APP OR GAMING ADVERTISING

Silver
BENGAY® and Ansible
BENGAY - CHAMPIONING MOVEMENT, IN THE MOMENT
USA

Silver
Google Maps App and Essence
Google Maps App QuizUp Campaign
England

Bronze
State Farm and Rovio/Angry Birds
State Farm & Rovio--Native/Mobile
USA

MESSAGING

Silver
DoSomething.org and Mobile Commons
Mobile Commons & DoSomething.org Text with The President Campaign
USA

MOBILE APP

Gold
Nike and R/GA New York
The Nike SB App
USA

Silver
Beats Music and R/GA London
Beats Music
USA

Bronze
Sports Revolution and Sports Revolution
CelticLIVE App
England

MOBILE SEARCH

Gold
Red Roof Inn and 360i
Red Roof Inn Flight Cancellation Coup
USA

Silver
TD Ameritrade and Adobe
Leveraging Mobile to Drive Acquisitions
USA

MOBILE WEBSITE

Gold
Nike and Razorfish Hong Kong
Nike Locker Room
Hong Kong

Bronze
Lincoln and Team Detroit
Lincoln.com Mobile Site Redesign
USA

NATIVE ADVERTISING

Gold
Google Maps App and Essence
Google Maps App QuizUp Campaign
England

Bronze
Jeep Cherokee and The Weather Company
Jeep Native Takeover on The Weather Channel App for iPhone
USA

Bronze
Lexus and Electronic Arts
Lexus & Real Racing 3's Virtual Test Drive
USA

TABLET CAMPAIGN

Gold
Qol Devices, Inc. and R/GA
Alvio
USA

Silver
Amoedo and Artplan
Pipe Burst
Brazil

Bronze
Lincoln and Team Detroit
2013 MKZ/29HD Tablet Magazine Integration
USA

USE OF MOBILE SOCIAL MEDIA

Silver
Old Navy and A2G
Tweet For Your Feet
USA

ENABLING TECHNOLOGIES

LOCATION BASED

Gold
Virgin Mobile Australia and Starcom Australia in partnerships with OGB & Havas Worldwide
Virgin Mobile Australia
Australia

Silver
NEUTROGENA and Ansible
Sun Activated Advertising
USA

VIDEO / RICH MEDIA

Gold
Nike and R/GA New York
The Nike SB App
USA

Bronze
Toyota Corolla and Saatchi & Saatchi LA
Corolla Style
USA

INNOVATION

Gold
Qol Devices, Inc. and R/GA
Alvio
USA

Silver
Hindustan Unilever and PHD India
Kan Khajura Tesan
India

Bronze
P&G / Oral-B and Iconmobile Group
Oral-B Bluetooth-Connected Electric Toothbrush and Application
USA

About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know- how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.

Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate - Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonalds, Microsoft, Mondelez International Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA please visit http://www.mmaglobal.com.

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Erin Lockhart
Epoch PR
+1 (408) 334-5463
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