MMA Announces 2016 Global Smarties™ Awards Shortlist

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Selections representing the limitless opportunities for device-driven creativity, engagement and impact now vie to win coveted Smarties Awards

MMA 2016 Global Smarties Awards
We are now in a mobile-first world, and these campaigns demonstrate the endless opportunities the platform offers for marketers to make meaningful connections with consumers.

Celebrating the teams and talent who are leveraging the power of mobile to create innovative and effective marketing campaigns, the Mobile Marketing Association (MMA) today revealed the shortlist for the 2016 Global Smarties™ Awards. Selected from submissions from over 30 countries, the shortlisted entries represent the platform’s immense potential to reach and engage connected consumers in unique and original ways.

The shortlist was selected by the Smarties Pre-Screening Council, which includes more than 100 senior level mobile marketers. These entries will now undergo review by the MMA’s independent jury, which is comprised of 28 senior brand and agency professionals and led by jury chairperson Denise Karkos, CMO of TD Ameritrade. Entries will be evaluated on four criteria: strategy, execution, creativity and results.

“Mobile consistently challenges the game for marketers. Given the quality of entries this year, it’s clear that the industry is taking notice and advantage,” commented Karkos. “Now, as a jury, we are faced with the exciting-yet-difficult task of selecting the winning campaigns, setting a rigorous bar to take home a coveted Smarties."

“Mobile’s pervasiveness, flexibility and capacity for creativity is driving the transformation of business and marketing,” said Sheryl Daija, Chief Strategy Officer, MMA. “We are now in a mobile-first world, and these campaigns demonstrate the endless opportunities the platform offers for marketers to make meaningful connections with consumers.”
The shortlist for the 2016 Global Smarties Awards includes:

MARKETING STRATEGY
Brand Awareness

  • Us Weekly / ABC and FunMobility for “The Bachelorette: ‘Spin the Rose’”
  • GM (Opel Adam) and Mark 1 Labs for “Game Changer”
  • Nice 'n Easy and Facebook for “The Greys Are Here”
  • Paramount Pictures International and MEC for “Paramount Pictures International, MEC, and Phunware Rev Up Mobile Advertising for ‘Mission: Impossible – Rogue Nation’"
  • Active Wheel and PHD India for “Lo Kar Lo Baat”

Lead Generation / Direct Response / Conversion

  • KFC and Opera Mediaworks for “KFC Bucket Ria Promotion”
  • Stylight/Shazam and Mediaplus/Serviceplan for “The Fashion Mag Hijack”
  • Urban Escape by AMF Fastigheter and Mobiento / Deloitte Digital for “Urban Escape – the Rooftop experience”

Product / Services Launch

  • Dunkin' Donuts and DigitasLBi for “#WTFast”
  • Getit Infomedia Limited / AskMeBazaar.com and Opera Mediaworks for “AskMeBazaar Trailblazers the E-Commerce Landscape in India”
  • Samsung and R/GA for “Try On a Six”
  • Samsung and Rosetta for “The Stylus Is Mightier”
  • Stylight/Shazam and Mediaplus/Serviceplan for “The Fashion Mag Hijack”

Promotion

  • ASUSTeK Computer Inc. and Razorfish (H.K.) Co. Ltd for “ASUS ZenFone Zoom to Wanda”
  • Nathan's Famous and HelloWorld, Inc. for “Nathan's Famous Ticket to Fun”
  • Netshoes and MUV for “Netshoes. Free & Unlimited Internet Access. On your mobile.”
  • Saturn and Mediaplus/Serviceplan for “Shop Clock”

Relationship Building / CRM

  • DFW International Airport and Pavlov Agency for “Sunny Service Days at DFW Airport”
  • Samsung and Rosetta for “Turning Data Into Desire”
  • Spotify and Razorfish New York for “Spotify Singles”
  • Spotify and Razorfish New York for “Spotify Taste Rewind”

Social Impact / Not For Profit

  • AIA Korea and The Creamunion for “Mother's first song”
  • Atados and J. Walter Thompson for “Donate the Bars”
  • Disque Denuncia and Agência3 for “Stray Notification”
  • Mindshare Indonesia / Lifebuoy and Opera Mediaworks for “Lifebuoy”
  • SPCA Hong Kong and Razorfish Hong Kong for “SPCA's The Truth Restaurant”

CHANNEL / MEDIA STRATEGY
Cross Media / Cross Mobile Integration

  • Danone/Serenito and Mobext for “SerePixels (Danone) – Augmented Reality Strategy”
  • FORD Navidad and Global Team Blue for “FORD”
  • Samsung Vietnam and Leo Burnett Vietnam for “Watch it with the S6”
  • truTV for “#truTVisAThing Brand Engagement Campaign”
  • Unilever / Dove Hair and Mindshare for “Dove Love Your Curls Emoji”

Cross Screen Advertising

  • FIAT and Cinevideo for “Test Drive In”
  • Nike and Mindshare for “Spark Brilliance”
  • PepsiCo India and Mindshare for “Crash the Pepsi IPL”
  • Spotify and Razorfish New York for “Spotify Mixtup”

Marketing within a Mobile Gaming Environment

  • Acura and Ignition – A Razorfish Company for “#RaceYourHeartOut”
  • Paramount Pictures International and MEC for “Paramount Pictures International, MEC, and Phunware Rev Up Mobile Advertising for ‘Mission: Impossible - Rogue Nation’”
  • Wrigley/Starburst and Starcom Chicago for “Starburst + Angry Birds Playable Ad”

Messaging

  • John Lewis and M&C Saatchi Mobile for “John Lewis Christmas - Leveraging the True Value of Mobile”
  • Plan.Net and Mediaplus/Plan.Net for “WhatsGerman”
  • SapientNitro for “SpeakEmoji”
  • Sony Pictures Entertainment / Goosebumps and UM for “Movie Magic Comes to Life”

Mobile App

  • Fiat and Isobar for “MISTAKELAND”
  • Nestlé Philippines - MILO and OgilvyOne Worldwide for “MILO Champions Band & App”
  • Nissan North America and Critical Mass for “Nissan Diehard Fan”
  • The Miami HEAT and SapientNitro for “Miami HEAT App”
  • Unilever / Dove Hair and Mindshare for “Dove Love Your Curls Emoji”
  • Coty / Sally Hansen and Holition, Cult LDN, Tag Creative NY

Mobile Native

  • Getit Infomedia Limited / AskMeBazaar.com and Opera Mediaworks for “AskmeBazaar Trailblazers the E-Commerce Landscape in India”
  • Lazada and Opera Mediaworks for Lazada's "Hitting Bull's eye in Indonesia eCommerce with native mobile fist strategy" campaign
  • L'Oreal Travel Luxe & Retail Americas / Ralph Lauren and S4M for “S4M for Ralph Lauren Cross Continental Campaign”
  • Samsung Electronics Turkey / Galaxy Note 5 and Opera Mediaworks for “Fill The Banner”

Mobile Search

  • PHD delivery Sdn Bhd and Mindshare Malaysia for “Haze, Haze You Can Stay, We're Enjoying Pizza Today!”
  • Shoe Carnival and SIM Partners for “SIM Partners' Velocity Wallet Turns "Near Me" Searches into In-Store Purchases for Shoe Carnival”

Mobile Social

  • BMW Group / BMW of North America and KBS/Serviceplan for “Eyes on Gigi”
  • Hershey's and MRM//McCANN for “Hershey's Happygrams”
  • Spotify and Razorfish New York for “Spotify Singles”
  • Spotify and Razorfish New York for “Spotify Taste Rewind”
  • Unilever/Cornetto and PHD CHINA for “Cornetto love can't wait”
  • Heineken and Click Media for “The Star Gifter”

Mobile Website

  • Atados and J. Walter Thompson for “Donate the Bars”
  • Samsung and R/GA for “Try On a Six”
  • Samsung Vietnam and Leo Burnett Vietnam for “Watch it with the S6”

ENABLING TECHNOLOGIES
Innovation

  • Active Wheel and PHD India for “Lo Kar Lo Baat”
  • Atados and J. Walter Thompson for “Donate the Bars”
  • Heineken and Click Media for “The Star Gifter”
  • Samsung and Starcom for “Samsung Battery”
  • Acura and Ignition – A Razorfish Company for “#RaceYourHeartOut”
  • AIA Korea and The Creamunion for “Mother's first song”

Location Based

  • Adidas and UberMedia for “UberMedia”
  • BMW and Cadreon for “BMW Driving Moments That Matter”
  • Dell and Y&R for “Dell ‘Play Through" Mobile App’”
  • Samsung Galaxy S6 and Starcom for “Bringing Mobile Geo-Fencing into the Programmatic Age”
  • Sony and UM Worldwide for “Smarter Data Drives Smarter Mobile Advertising: Sony 4K Local Campaign”

Mobile Audio

  • AIA Korea and The Creamunion for “Mother's first song”
  • Beats By Dre and R/GA's Hustle London for “Beats1Run”
  • Nike and R/GA for “Pace Station”
  • Unilever and Mindshare Vietnam and Adtima for “Close Up - Sing in your style!”

Mobile Video

  • AIA Korea and The Creamunion for “Mother's first song”
  • Atados and J. Walter Thompson for “Donate the Bars”
  • Dentsu/Disney-Pixar and Opera Mediaworks for “Finding Dory”
  • Heineken and Click Media for “The Star Gifter”
  • Nike and Mindshare for “Spark Brilliance”
  • BMW Group / BMW of North America and KBS/Serviceplan for “Eyes on Gigi”

The Internet of Things

  • Bitfinder and R/GA for “Awair”
  • Keen Home and R/GA for “Keen Home Smart Vent”
  • Land Rover and Mindshare for “Android Wear Branded Watchface by Land Rover”
  • Yumit and Wunderman Buenos Aires for “Yumit – The Interactive children’s food plate”

The finalists and winners will be honored at the annual Global Smarties Celebration of Talent, with Presenting Sponsor Rubicon Project, on September 26, the first evening of the MMA’s SM2 Innovation Summit at Pier Sixty in New York City. For marketers looking to stay ahead of mobile transformation, the summit on September 26–27 is one of the must-attend events during Advertising Week in New York. MMA members and non-members are welcome to register for MMA SM2 Innovation Summit at (special rates for members and brand executives).

“We’re thrilled to be partnering with the MMA on the Smarties Awards. A highly-respected industry accolade, the Smarties are the perfect platform to honor excellence in the ever-changing mobile marketing landscape,” said Rubicon Project CMO, Mari Kim Novak. “As a leader in the video space, we’re looking forward to further extending our focus into mobile video and celebrating the innovation and evolution of this particularly valuable market.”

The MMA is collaborating with Millward Brown to analyze the shortlist and publish a Global Trends Report. This report will offer marketers insights on best practices, key trends and factors that contribute to a winning mobile campaign. Additionally, the MMA will showcase the shortlist in a series of case studies to be added to the over-600-strong Case Study Hub.

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, spanning nearly fifty countries around the world. Our members represent the entire 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: cultivate inspiration by driving innovation for the Chief Marketing Officer; build mobile marketing capabilities for marketers through fostering know-how and confidence; champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocate for mobile marketers. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development. 
 
Members include: 1-800-Flowers.com, Allstate, American Express, Bank Of America, Campbell’s, Chase, Chobani, Choice Hotels, Citi, Colgate-Palmolive, DataXu, Dunkin’ Brands, E*TRADE, Electronic Arts, ESPN, Facebook, Ford, Foursquare, Google, Havas, Hilton, iHeartMedia, InMobi, Johnson & Johnson, Krux, Marriott, MasterCard, McDonald’s, Mondelez, Nestle, OpenMarket, Pandora, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, R/GA, RadiumOne, Razorfish, Samsung, SAP, Sears, Spotify, Starcom, The Coca-Cola Company, The Rubicon Project, The Weather Company, T-Mobile, TUNE, Ubimo, Unilever, Verve, VEVO, Vibes, Visa, Walmart, Wendy’s, xAd , Zurich and many more. The MMA’s global headquarters are located in New York with regional operations in Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information about the MMA please visit http://www.mmaglobal.com.

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