December 16, 2020
London, 16 December 2020 – MMA EMEA today unveils the winning campaigns for its 2020 Smarties EMEA awards. The MMA Smarties is the world’s only global mobile marketing awards programme honouring and celebrating outstanding impact, ingenuity, and success in today’s modern communications mobile-connected world that is driving consumer engagement. A new category, Business Unusual was launched this year, in recognition of the outstanding work undertaken across the region during the pandemic, be it for Social Responsibility, Inclusivity, Technological Innovation or Customer Experience.
“There was a time earlier this year where we debated whether to hold our Smarties awards at all,” commented Chris Babayode, MD MMA EMEA. “We are certainly glad that we did, given the number of entries from across the region, given the number of judges who were able to view incredible submissions, and given that the industry rose to the challenge of delivering innovative, creative and effective campaigns during the pandemic that we judged under our new Business Unusual category. Hearty congratulations to each and every winner.”
All entries were judged based on four elements - strategy, creativity, execution and business impact. Business Impact accounted for 40 percent of the entrant’s overall score, while creativity, strategy and execution made up 20 percent each. The 2021 MMA EMEA Smarties Awards will launch in the spring.
The Smarties EMEA Award Winners for 2020 are:
EMEA - Brand Awareness
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GOLD: Cheetos Mustache | Cheetos | OMD |
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SILVER: Celebrate Everything | Tinkies | Hellosquare |
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BRONZE: Coke Energy -This Energy Is For You | Coca-Cola Energy | Carat Turkey |
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EMEA - Lead Generation / Direct Response / Conversions
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GOLD: Akbank Walled Garden | Akbank | Akbank |
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SILVER: Elidor X Udemy | Unilever Elidor | Mindshare |
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BRONZE: MultiChoice Festive Campaign | MultiChoice | Reprise Digital |
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EMEA - Product / Services Launch
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GOLD: Maximum Gaming Card | İşbank | Muse İstanbul |
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SILVER: DIMES Milkshake Launch | DIMES | Reklamania Creative |
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BRONZE: Fanta Music Is Ours | Fanta | Carat Turkey |
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EMEA - Promotion
EMEA - Mobile Gaming, Gamification & E-Sports
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EMEA - Mobile App
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GOLD: İsbank's İmeceMobil App | İşbank | İşbank |
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SILVER: İşbank's Maximum İşyerim App | İşbank | İşbank |
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BRONZE: Garanti BBVA - Mobile App Garanti BBVA Mobile | Garanti BBVA | Leo Burnett |
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EMEA - Mobile Search
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GOLD: DenizBank Takes a Data-Driven Approach with Adjust to Reduce Costs | DenizBank | Adjust |
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SILVER: The Great Google Shopping Hack| Yalı Spor | Neodigital |
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BRONZE: Axess - OK, Google. I'm Feeling Lucky | Akbank | Hype |
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EMEA - Mobile Native
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GOLD: Screen Time Discount | Yapı Kredi | 4129Grey |
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SILVER: DIMES Milkshake Launch | DIMES | Reklamania Creative |
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BRONZE: Ford - Chain Interactive Stories | Ford Focus | Ingage Media |
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EMEA - Mobile Social
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GOLD: #Babil'sNumber | Bepanthol | Wunderman Thompson |
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SILVER: Cheetos Mustache | Cheetos | OMD |
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BRONZE: Fanta Music Is Ours | Fanta | Carat Turkey |
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EMEA – Innovation
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GOLD: #Babil'sNumber | Bepanthol | Wunderman Thompson |
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SILVER: Celebrate Everything | Tinkies | Hellosquare |
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BRONZE: INTANGIBLES. A digital exhibition from the Telefónica Collection | Fundación Telefónica | Accenture |
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EMEA - Location Based Services or Targeting
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GOLD: Coca-Cola - "Support Your Locals with DCO" | Coca-Cola | Carat Turkey |
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SILVER: Lay's 4 Seasons DOOH and Mobile Banners | Lay's | OMD |
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EMEA – mCommerce
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GOLD: İşCep Marketplace | İşbank | Carat Turkey |
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SILVER: Akbank Walled Garden | Akbank | Akbank |
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BRONZE: MTN Chat - Recharge Without Leaving Your Chats | Accenture Interactive and MTN | Accenture Interactive and MTN |
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EMEA - Mobile Video
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GOLD: Love Beauty and Planet Good Loop Donation | Unilever Love Beauty and Planet | Mindshare Turkey |
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SILVER: Cheetos Mustache | Cheetos | OMD |
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BRONZE: DIMES Milkshake Launch | DIMES | Reklamania Creative |
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EMEA - Data/Insights
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GOLD: Akbank Walled Garden | Akbank | Akbank |
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SILVER: Coca-Cola - "Support Your Locals with DCO" | Coca-Cola | Carat Turkey |
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BRONZE: The Great Google Shopping Hack | Yalı Spor | Neodigital |
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EMEA - Mobile Audio / Voice
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GOLD: McDonald's Regional Brand Trust // Hygiene | McDonald's | AdColony |
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SILVER: Magnum’s Legendary Crack Sound x Spotify 3d Audio | Unilever / Magnum | Mindshare Turkey |
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BRONZE: Obsesso ile Evin Keyfini Çıkar | Obsesso | AdColony |
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EMEA - Gender Equality in Advertising
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SILVER: UNICORNETTO //MY FAIRY TALE | Cornetto // Unilever | Medina Turgul DDB |
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EMEA - Social Responsibility
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GOLD: App Samurai Covid19 Resilience Grant EMEA | App Samurai | App Samurai |
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SILVER: Lifebuoy Purpose | Lifebuoy | Magna |
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EMEA - Technology Innovation
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GOLD: Virtual Assistant Maxi - Covid-19 Adaption | İşbank | İşbank |
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SILVER: Pay to the Future - Geleceğe Öde | İşbank | VMLY&R Turkey |
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BRONZE: Samsung A51 Launch - First Programmatic Ingame Advertising Campaign | Galaxy A51 | Adgage |
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EMEA – App
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SILVER: How did the Bodeboca Acquisition Campaigns Outperformed During the Lockdown? | Bodeboca | Addict Mobile |
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EMEA - Inclusivity (during the pandemic)
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GOLD: Coca-Cola - "Support Your Locals with DCO" | Coca-Cola | Carat Turkey |
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SILVER: Carte d'Or Do Something Sweet at Home | Carte d'Or | Standby Creative Group |
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BRONZE: Obsesso ile Evin Keyfini Çıkar | Obsesso | AdColony |
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EMEA - Customer Experience
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GOLD: KFC goes TikTok #DoTheColonel | Kentucky Fried Chicken (Great Britain) Limited, German Branch | BUTTER. GmbH |
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SILVER: The New Brave | Procter & Gamble / Always | Procter & Gamble |
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BRONZE: Rich’s Africa WhatsApp Chatbot | Rich’s® Africa | Mobitainment |
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