MMA Unveils 2014 Regional Smarties Winners for LATAM and North America

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Heineken and PorQueNão? Win LATAM “Best in Show”, While Sony Electrics, UM and Amazon Media Group Take the Honor for North America

We saw a record number of incredibly strong entries for our Regional Smarties this year.

The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, today announced the winners of the coveted 2014 Regional Smarties for LATAM and North America. After months of deliberation by a panel of leading marketers and mobile experts, the MMA announced the winners at an awards gala culminating its annual SM2 Innovation Summit.

Now in its tenth year, the Smarties regional programs provide very tangible benchmarks around mobile marketing creative and effectiveness. Winners were selected from over thousands of entries from North America and LATAM.

“We saw a record number of incredibly strong entries for our Regional Smarties this year,” said Sheryl Daija, chief strategy officer, MMA. “It’s clear that brands in both North America and LATAM are innovating in the mobile space like never before and are investing heavily in finding new and creative ways to build stronger bonds and better loyalty with their customers.”

Awarded “Best in Show” in LATAM, Heineken and PorQueNão? provided a unique understanding of the Brazilian premium sales channel and its consumers through its Heineken Delegates campaign. Using mobile, Heineken established a two-way conversation with consumers to learn their experiences at various points of sale (POS) and rewarded them with prizes. This valuable data provided the company with actionable data and a unique analysis on the strengths and weaknesses of each POS.

Taking the same honor in North America, Sony Electrics, UM and Amazon Media Group, introduced consumers to Sony’s brand new 4K Ultra HD TV through a seamless, cross-device mobile experience. Through optimizing creative for each mobile channel, the product’s unique features, including 4K ultra high definition and a brilliant color display, were brought to life in a extremely impactful way.

“There’s no doubt that the mobile industry is continuing to mature in LATAM,” said Fabiano Destri Lobo, managing director, MMA LATAM. “We’re excited that more and more companies in the region are turning to mobile to create and deliver meaningful customer experiences that build awareness.”

2014 REGIONAL SMARTIES AWARD WINNERS / NORTH AMERICA:

Best In Show

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

MARKETING STRATEGY AWARDS

BRAND AWARENESS

Gold
Dunkin' Donuts and Hill Holliday
Dunkin' Donuts: Running With Friends
USA

Bronze
USA TODAY
USA TODAY ‘Know Your News Sources’ Dinner Party Digital Game
USA

LEAD GENERATION / DIRECT RESPONSE / CONVERSION

Gold
The Home Depot and Carat & The Richards Group
The Home Depot Black Friday Mobile Campaign
USA

Bronze
OpenTable and AppLovin
Dynamic Personalized Retargeting For Mobile App Users
USA

PRODUCT / SERVICES LAUNCH

Silver
Greater Fort Lauderdale Convention & Visitors Bureau and Starmark
Goodbye Chilly. Hello Sunny.
USA

Bronze
Outspoken
Passbook by Outspoken
USA

SOCIAL IMPACT / NOT FOR PROFIT

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

Bronze
People for the Ethical Treatment of Animals and Waterfall
PETA Taps Integrated Mobile Campaigns to Rally Viral Advocacy and Help Animals
USA

WEARABLES IMPACT ON MARKETING

Gold
Walgreens
Balance Rewards
USA

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

Bronze
Kenneth Cole and Ready Set Rocket
Mankind by Kenneth Cole Google Glass App
USA

CHANNEL MEDIA STRATEGY AWARDS

CROSS MEDIA INTEGRATION

Gold
Dunkin' Donuts and Hill Holliday
#DunkinReplay
USA

Silver
Citi and Publicis Kaplan Thaler
Citi Bike
USA

Bronze
Proctor & Gamble Pantene and Arc Worldwide + Starcom MediaVest Group
Pantene Weather Program
USA

CROSS SCREEN ADVERTISING

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

Bronze
Applebee's and YouMe & BPN
Spicing Things Up Cross-Platform
USA

MESSAGING

Gold
Sony Music and Kik Interactive
Sony Records, IPG Media Lab and Kik Launch First Global Music Marketing Campaign with One Direction
USA

MOBILE APP

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

Silver
Glasses.com and LUXOTTICA
Glasses.com 3-D virtual Try-on App
USA

Bronze
Citi and Publicis Kaplan Thaler
Citi Bike
USA

MOBILE WEBSITE

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

NATIVE ADVERTISING

Silver
Taco Bell and DigitasLBi
Taco Bell Breakfast Launch
USA

TABLET CAMPAIGN

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

ENABLING TECHNOLOGIES AWARDS

LOCATION BASED

Gold
NEUTROGENA and Ansible
SUN ACTIVATED ADVERTISING
USA

Silver
Panera Bread and Maxus
Panera Bread Favorites
USA

Bronze
Proctor & Gamble Pantene and Arc Worldwide + Starcom MediaVest Group
Pantene Weather Program
USA

VIDEO / RICH MEDIA

Silver
Disney and 4D and AdColony
Disney Infinity
USA

Bronze
Macy's and PadSquad
Macy's Inc Tablet Lookbook
USA

INNOVATION

Silver
Lincoln and Team Detroit
2013 MKZ In-Taxi NFC Test
USA

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

Bronze
Purina and Deep Focus
Purina Trust
USA

2014 REGIONAL SMARTIES AWARD WINNERS / LATIN AMERICA:

Best In Show
Heineken and PorQueNão?
Heineken Delegates
Brazil

MARKETING STRATEGY AWARDS

BRAND AWARENESS

Gold
Coca-Cola and Flock
Volvámonos Locos
Mexico

Silver
Televisa and Comercio Mas S.A. de C.V.
Televisa
Mexico

Bronze
Suvinil and PorQueNao?
Crie Suvinil
Brazil

LEAD GENERATION / DIRECT RESPONSE / CONVERSION

Gold
Heineken and PorQueNão?
Heineken Delegates
Brazil

Silver
DeVry Brasil and PorQueNão?
DeVry Study Monitor
Brazil

SOCIAL IMPACT / NOT FOR PROFIT

Gold
Casa da Criança Santo Amaro and Mood/TBWA
WhatsApp Storytellers
Brazil

CHANNEL MEDIA STRATEGY AWARDS

CROSS MEDIA INTEGRATION

Gold
Coca-Cola and Flock
Volvámonos Locos
Mexico

Bronze
Televisa Televisión
Televisa: Tu Diriges
Mexico

MOBILE APP

Gold
Mondelez / Club Social and CUBOCC PUBLICIDADE
Possibiland
Brazil

Silver
Suvinil and PorQueNao?
Crie Suvinil
Brazil

Bronze
Coca-Cola and Flock
Volvámonos Locos
Mexico

ENABLING TECHNOLOGIES

LOCATION BASED

Gold
Reckitt Benckiser / SBP and Adsmovil
SBP
Colombia

Silver
Mondelez / Club Social and CUBOCC PUBLICIDADE
Possibiland
Brazil

Bronze
Coca-Cola and Flock
Volvámonos Locos
Mexico

INNOVATION

Gold
Giraffas and Mood/TBWA
The Goal Screen
Brazil

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
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