Presenting The Smarties Global 2014 Winners
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Global Best In Show
Hindustan Unilever and PHD India for
Kan Khajura Teshan
Credits
Guarav Sharma, General Manager, Digital & Mobility Services, PHD India
Takesh Singh, Head of Branded Content, PHD India
Kshitij Karnad, General Manager, Digital & Mobility Services, PHD India
Rachana Dharia, Vice President, Digital & Mobility Services, PHD India
Preetam Thingalaya, Media Director, PHD India
Deepa Geethakishnan, President, Lowe & Partners
Just Released – The Smarties Trend Report
The MMA developed the Mobile Creative Framework which highlighted strategies behind the most effective mobile campaigns from 2013. Many of the same trends are now carried over into this year’s winners, but as the world of mobile has evolved, so have the more traditional strategies marketers have deployed to take advantage of the uniqueness of mobile.
Marketing Strategy
Global – Brand Awareness
Any mobile marketing campaign created with the primary objective of building brand awareness and establishing brand recognition by potential customers.
Marketing Strategy
Global – Lead Generation / Direct Response / Conversion
Any campaign that demonstrates how the use of mobile marketing generated prospective customers for future engagement and sales or any campaign that reveals how the use of mobile marketing directly impacted sales, conversions, trials, or purchase intent among your target audience.
Marketing Strategy
Global – Product / Services Launch
Any mobile marketing campaign created with the objective of introducing a new product or service into the marketplace, delivering measurable success based on mobile platform.
Marketing Strategy
Global – Promotion
Any campaign that demonstrates how the use of mobile marketing led to a successful promotional campaign (i.e.: contests, demonstrations, coupons, exhibitions/trade shows, games, sweepstakes, point-of-sale displays, merchandising, special offers etc.).
Gold Winner
Virgin Mobile Australia and Starcom MediaVest Group in partnerships with OGB & Havas Worldwide for
Virgin Mobile Game of Phones
Watch Video | Credits
Silver Winner
Unilever / Elidor (Sunsilk) and Manajans / JWT for
Catch Pink If You Can
Watch Video | CreditsMarketing Strategy
Global – Relationship Building / CRM
Any campaign that demonstrates how the use of mobile marketing was leveraged to build strong relationships with customers built customer loyalty and/or led to increased customer retention.
Bronze Winner
Coca-Cola (Japan) Company,Limited. and DENTSU INC. for
My Favorite Cafe - GEORGIA Vending Machine App
Watch Video | CreditsMarketing Strategy
Global – Social Impact / Not For Profit
Any mobile marketing campaign created and executed for a not-for-profit organization or government agency for public service purposes and/or to drive social change.
Marketing Strategy
Global – Wearables Impact on Marketing
With the advent of wearable technology we are seeing that the medium has become the product. And since such technology is inherently mobile, the MMA wants to recognize the innovation that brands are bringing to market with these new products and services. Whether it is with rings, bracelets, watches or glasses, we are seeing new and novel ways that wearable technology is becoming part of the overall marketing program for many brands.
Channel / Media Strategy
Global – Cross Media Integration
Any campaign where mobile marketing was integrated as an indispensable part of a broader marketing mix (mobile, online and offline) and delivered against a core marketing objective.
Silver Winner
Unilever / Dove and Mindshare / Ogilvy Vietnam for
Helping girls love their hair deep down to the “Cell-Fie”
Watch Video | CreditsChannel / Media Strategy
Global – Cross Mobile Integration
Any campaign which showcases integration across mobile platforms, channels and technologies to deliver measurable results in creativity and effectiveness (must include a minimum of 3 vehicles in the mobile toolkit – i.e.: apps, mobile web, video, display, search, messaging, etc.)
Bronze Winner
Tastic and Yonder Media in partnership with MediaShop and Tag Promotions for
Tastic Red Pot Campaign
Watch Video | CreditsChannel / Media Strategy
Global – Cross Screen Advertising
Any campaign designed to create a meaningful and rich consumer connection across all size screens including broadcast, desktop and mobile (phone and/or tablet). Campaign should show how creative was designed and optimized for the screen and mobile should be a core component of the strategy.
Gold Winner
Sony Electronics and UM and Amazon Media Group for
SONY 4K ULTRA HD TV LAUNCH
Watch Video | CreditsSilver Winner
Samsung Electronics and Starcom Mediavest Group for
1st Cross Screen, Real-time Audience Experience App in Turkey powered by Samsung Galaxy S5
Watch Video | CreditsBronze Winner
Unilever China Walls Cornetto (icecream) and PHD China for
Cornetto - Express love in 8 seconds
Watch Video | CreditsChannel / Media Strategy
Global – In-App or Gaming Advertising
Any advertising campaign delivered within a mobile app or gaming environment that drives and delivers against a core-marketing objective.
Silver Winner
BENGAY® and Ansible for
BENGAY - CHAMPIONING MOVEMENT, IN THE MOMENT
Watch Video | CreditsBronze Winner
State Farm and Rovio/Angry Birds & DDB for
State Farm & Rovio--Native/Mobile
Watch Video | CreditsChannel / Media Strategy
Global – Messaging
(e.g. SMS, Apps Messaging, Long form codes and others) Any campaign featuring the use of mobile messaging tactics that drives and delivers against a core marketing objective.
Silver Winner
DoSomething.org and Mobile Commons for
Text with The President Campaign
Watch Video | CreditsChannel / Media Strategy
Global – Mobile App
Any application that was created specifically for the mobile environment as part of an integrated mobile marketing strategy for the primary purpose of providing information, entertainment, productivity or utility while delivering an engaging customer experience.
Channel / Media Strategy
Global – Mobile Search
Any campaign featuring the use of mobile search that drives and delivers against a core marketing objective.
Silver Winner
TD Ameritrade and Adobe for
Leveraging Mobile to Drive Acquisitions
Watch Video | CreditsChannel / Media Strategy
Global – Mobile Website
Any website that was created specifically for the mobile environment to showcase a product, brand or service as part of an integrated mobile marketing strategy.
Channel / Media Strategy
Global – Native Advertising
The InMobi Chameleon Award for excellence in native mobile advertising
Any mobile marketing campaign specifically designed for and executed for mobile web or mobile app, that matches both the form and function of the user experience, that drives and delivers against a core marketing objective.
Bronze Winner
Jeep / Cherokee and The Weather Company for
Jeep Weather Native iPhone Takeover
Watch Video | CreditsBronze Winner
Lexus and Electronic Arts for
Lexus & Real Racing 3's Virtual Test Drive
Watch Video | CreditsChannel / Media Strategy
Global – Tablet Campaign
Any marketing campaign specifically designed for and executed within the tablet environment that drives and delivers against a core marketing objective.
Silver Winner
CIM - Women Integration Centre and Mood/TBWA for
The Touch-Scream Ad
Watch Video | Credits
Bronze Winner
Lincoln and Team Detroit for
2013 MKZ/29HD Tablet Magazine Integration
Watch Video | CreditsChannel / Media Strategy
Global – Use of Mobile Social Media
Any campaign featuring the use of mobile social networks, person-to-person and/or community channels that drives and delivers against a core marketing objective.
Enabling Technologies
Global – Innovation
Any mobile marketing campaign featuring new or groundbreaking techniques and/or technologies to market a service or product or any campaign that has leveraged existing technology with a new, unconventional and creative execution.
Bronze Winner
P&G / Oral-B and iconmobile Group for
Oral-B Bluetooth-Connected Electric Toothbrush and Application
Watch Video | CreditsEnabling Technologies
Global – Location Based
Any mobile marketing campaign that uses location based services as the primary anchor of the campaign to connect with customers and deliver highly relevant, targeted messages at a time and place when a consumer is most likely to act on them.
Gold Winner
Virgin Mobile Australia and Starcom MediaVest Group in partnerships with OGB & Havas Worldwide for
Virgin Mobile Game of Phones
Watch Video | Credits
Enabling Technologies
Global – Video / Rich Media
Any marketing campaign that demonstrates how the use of mobile video and/or rich media technologies in a mobile environment increased the customer experience and engagement with the brand.
2014 Smarties Global Industry Award Winners
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Marketer of the Year
Unilever
Marketer to Watch
Ford Motor Company
Media Company of the Year
Agency of the Year
Razorfish