MMA 2017 Global and North America Regional Smarties Awards Honor Mobile Marketing Campaigns That Drive Business Impact

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September 25, 2017

Global “Best in Show” Awarded to Yasmin and PHD China for “Yasmin’s Sex-Ed Revolution”
North America “Best in Show” Awarded to Unilever/Dove and SapientRazorfish for “Dear Media”

Amazon, eBay, Mindshare, Moat, Target and Walmart Receive Industry Awards

NEW YORK September 26, 2017: Honoring the marketing teams and creative talent driving business impact through the power of mobile, the Mobile Marketing Association (MMA) today revealed the winners of the 2017 Global Smarties™ Awards and the North America Regional Smarties following a celebration of talent.

Recognizing the best-of-the-best mobile campaigns from hundreds of marketing, media, technology and agency organizations worldwide, the 2017 Smarties placed a greater emphasis on the business impact of the entries than in previous years, making the Smarties Awards the first global, mobile-centric program to focus on such benchmarks.

The winners were selected by the MMA’s independent jury comprised of 27 senior brand and agency professionals under the guidance of jury president Richard Kellum, CMO of Goodyear.

We would like to offer a big MMA congratulation to all the Smarties winners for being courageous and taking risks,” said Sheryl Daija, Chief Strategy Officer, MMA.

For the Global Smarties, this year’s prestigious “Best in Show” honors were awarded to Yasmin and PHD China for “Yasmin’s Sex-Ed Revolution.” According to Daija, it was the Yasmin campaign’s scale and reach, revolutionary and unprecedented in China, especially on the topic of sex-education that drew the votes.

“The campaign is an incredibly impactful example of what is possible with mobile, breaking through on topics that might otherwise not see the light of day,” adds Daija.

In North America, “Best in Show” went to Unilever/Dove and SapientRazorfish for “Dear Media.” Daija added that the campaign was quite timely.

“Dove and ‘Dear Media’ set a new standard for how we talk about female athletes and showed the world that brands can create real change when they stop playing by the rules,” said Daija.

In addition to the honors given for effective mobile campaigns, the Smarties also recognized a number of companies for their industry-leading work. The Global Industry Awards were handed to an impressive group of companies, including:

  • Marketer of the Year: Target Corporation
  • Media Company of the Year: Amazon, eBay Inc., Target Corporation, Wal-Mart Stores, Inc.
  • Enabling Technology of the Year: Moat Inc.
  • Agency of the Year: Mindshare
  • Marketer to Watch: McDonalds Corporation

“All our industry award winners demonstrate the transformational power of mobile and the impact it plays in business growth,” said Daija. “It is customary that one company is selected to win Media Company of the Year but this year each of the four recipients led the way in ecommerce, media and marketing and we felt important to recognize the category alongside the organizations.”

Launched last year, the MMA Impact Awards also celebrated a collection of industry executives who have devoted their time, energy and expertise to furthering the mission of the MMA and the industry. Those honored this year include:

  • Abhilasha Mehta: Bank of America Corporation
  • Emily McInerney: Tapjoy, Inc.
  • Matthew Davis: Reveal Mobile, Inc.
  • Matthew Bright: Thin Film Electronics ASA
  • Michael Tuminello: Innovid

The 2017 entries, which included campaigns from 30 countries, were first pre-screened by a council comprised of over 100 senior level mobile marketers prior to judging by the independent jury. For this year’s awards, the MMA revised judging criteria to make business impact 40 percent of each entrant’s overall score while creative, strategy and execution each made up 20 percent. The change expands beyond simply looking at the ROI of campaign performance to include overall impact of aggregated work for a company.

This year will also mark the first time MMA will release the Business Impact Index, in partnership with WARC. At the completion of all nine Smarties programs around the world, the MMA will publish a “Top 5” ranking of mobile marketing companies – including individual rankings for each of agencies and brands – that achieve the biggest business impact. The top ranked company in each category will receive the brand new Smarties Index Business Impact Award. The award will be the ultimate achievement in mobile marketing, as it is an honor derived from aggregating the business impact of all the Smarties-winning campaigns from around the world.

The winners of the 2017 Global Smarties Awards are:

BEST IN SHOW

  • Yasmin and PHD China for “Yasmin’s Sex-Ed Revolution” (China)

MARKETING STRATEGY

Brand Awareness

  • Gold: Yasmin and PHD China for “Yasmin’s Sex-Ed Revolution” (China)
  • Silver: Colgate Palmolive (India) Ltd and Red Fuse Communications India for “Pocket Dentist” (India)
  • Bronze: Linksys and POSSIBLE for “Influencing the In-Store Influencers” (United States)

Lead Generation / Direct Response / Conversions

  • Gold: Alcoholics Anonymous and J.Walter Thompson Brazil for “Anonymous Friend” (Brazil)
  • Gold: Pizza Hut and Mindshare for “Pizza Hut:Social Enablers” (China)
  • Silver: Nike China and Mindshare China for “Reinventing the Athlete Tour” (China)
  • Bronze: Maybelline New York and Mindshare China for “Maybelline Proves E-Commerce and Livestreaming Were Made For Each Other” (China)

Product / Services Launch

  • Gold: Yasmin and PHD China for “Yasmin’s Sex-Ed Revolution” (China)
  • Silver: Marriott International and Marriott International for “The New Marriott Mobile App: The Perfect Travel Companion ®” (United States)
  • Bronze: Maybelline and Mindshare China for “Celebrity Endorsement in the Age of Social Media” (China)

Promotion

  • Gold: McDonald’s Australia and VML Sydney for “McDonald’s Monopoly App” (Australia)
  • Silver: L’Oreal and Mindshare China for “Mobile Makeover for Gamers by L’Oréal Men Expert” (China)

Relationship Building / CRM

  • Gold: Marriott International - M Live Platform and for “M Live GeoFencing Surprise & Delight Platform” (United States)
  • Silver: T-Mobile and The Marketing Store for “T-Mobile Tuesdays” (United States)
  • Bronze: Linksys and POSSIBLE for “Influencing the In-Store Influencers” (United States)

Social Impact / Not For Profit

  • Gold: Yasmin and PHD China for “Yasmin’s Sex-Ed Revolution” (China)
  • Silver: Alcoholics Anonymous and J.Walter Thompson Brazil for “Anonymous Friend” (Brazil)
  • Silver: Colgate Palmolive (India) Ltd and Red Fuse Communications India for “Pocket Dentist” (India)
  • Bronze: Fundación Banco de Bosques and OMD and AdColony Turkey for “Eco Alarm” (Argentina)

MEDIA

Cross Media

  • Gold: Manulife (International) Limited and PHD Hong Kong for “ManulifeMOVE” (Hong Kong)
  • Gold: Nike and Mindshare India for “Inspiring the Athlete Within Every Woman” (India)
  • Bronze: Pizza Hut and Mindshare for “Pizza Hut:Social Enablers” (China)

Cross Mobile Integration

  • Gold: Unilever Indonesia/Axe and Mindshare Indonesia for “Axelerate Find Your Magic” (Indonesia)
  • Silver: Yasmin and PHD China for “Yasmin’s Sex-Ed Revolution” (China)
  • Bronze: Nike and Mindshare India for “Inspiring the Athlete Within Every Woman” (India)

Marketing within a Mobile Gaming Environment

  • Gold: Pizza Hut and Mindshare for “Pizza Hut:Social Enablers” (China)
  • Silver: L’Oreal and Mindshare China for “Mobile Makeover for Gamers by L’Oréal Men Expert” (China)

Messaging

  • Silver: Softlogic Life and Mindshare Sri Lanka for “Campaign That Saved 2500 Lives” (Sri Lanka)
  • Bronze: Coca-Cola Myanmar and Fulcrum Myanmar for “Coca-Cola Refresh and Top-Up” (Myanmar)

Mobile App

  • Gold: McDonald’s Australia and VML Sydney for “McDonald’s Monopoly App” (Australia)
  • Silver: KFC and Ogilvy Johannesburg for “Suppertime Stories” (South Africa)
  • Bronze: Braintree and Havas Media for “Tour de Tech” (Spain)

Mobile Native

  • Gold: Maybelline and TBWA\ Singapore for “The Maybelline Snapchat Hack” (Singapore)
  • Silver: Dunkin’ Donuts and Trilia Media for “Waze Order Ahead, Featuring Dunkin’ Donuts On The Go Mobile Ordering” (United States)
  • Bronze: Festival Republic and Gameloft Advertising Solutions for “Reading & Leeds Festival 2017” (United Kingdom)

Mobile Social

  • Gold: McDondald’s and VML Sydney for “Snaplications” (Australia)
  • Silver: Alcoholics Anonymous and J.Walter Thompson Brazil for “Anonymous Friend” (Brazil)
  • Bronze: Marriott International - M Live Platform and for “M Live GeoFencing Surprise & Delight Platform” (United States)

Mobile Website

  • Gold: Samsung and R/GA for “Can’t Stop” (United States)
  • Bronze: Samsung Vietnam and Leo Burnett Vietnam for “Galaxy A - Say A” (Vietnam)

TECHNOLOGY

Innovation

  • Gold: KFC and Ogilvy Johannesburg for “Suppertime Stories” (South Africa)
  • Silver: Reply.ai and R/GA San Francisco for “BotBot” (United States)

Location Based Services or Targeting

  • Gold: Linksys and POSSIBLE for “Influencing the In-Store Influencers” (United States)
  • Silver: Marriott International - M Live Platform and for “M Live GeoFencing Surprise & Delight Platform” (United States)

Mobile Audio

  • Gold: Samsung and R/GA for “Can’t Stop” (United States)

Mobile Payments / Commerce

  • Gold: Shell and MOBGEN for “Shell App for Connected Car” (Amsterdam)
  • Silver: Maybelline New York and Mindshare China for “Maybelline Proves E-Commerce and Livestreaming Were Made For Each Other” (China)

Mobile Video

  • Gold: Yasmin and PHD China for “Yasmin’s Sex-Ed Revolution” (China)

360 Degree Video

  • Gold: Warner Bros. Pictures and Turner for “Miracle On the Hudson - An Aerial Virtual Reality Experience” (United States)
  • Silver: Rede de Justiça and J.Walter Thompson Brazil for “Visceral Reality” (Brazil)
  • Bronze: FIAT and People Initiative, Zer Medya, Genart Medya, Show TV, Leo Burnett, Voden for “From Inside the Plot” (Turkey)

VR/AR

  • Gold: Warner Bros. Pictures and Turner for “Miracle On the Hudson - An Aerial Virtual Reality Experience” (United States)

The winners of the inaugural North America Regional Smarties Awards are:

BEST IN SHOW

  • Unilever/Dove and SapientRazorfish for “Dear Media” (USA)

MARKETING STRATEGY

Brand Awareness

  • Bronze: ITO EN / matcha LOVE and Deep Focus for “matcha LOVE “Stay Grounded” Campaign” (USA)
  • Bronze: Plum Organics and Something Massive for “Plum Organics: Do Your Part(ner)” (USA)

Lead Generation / Direct Response / Conversions

  • Bronze: Mozilla Fiarefox and Fetch for “Upgrade your Phone with Firefox” (USA)
  • Bronze: PETA and for “Instant Advocacy Seal Slaughter Campaign” (USA)

Product / Services Launch

  • Bronze: Kia Motors of America and Ansible for “Kia NiroBot” (USA)
  • Bronze: T-Mobile and The Marketing Store for “T-Mobile Tuesdays” (USA)

Promotion

  • Bronze: T-Mobile and The Marketing Store for “T-Mobile Tuesdays” (USA)

Relationship Building / CRM

  • Silver: Linksys and POSSIBLE for “Influencing the In-Store Influencers” (USA)
  • Silver: T-Mobile and The Marketing Store for “T-Mobile Tuesdays” (USA)
  • Bronze: Chipotle and Vibes for “Burrito A Friend” (USA)
  • Bronze: GSK/Nicorette, NicoDerm CQ and Wunderman Health for “MyQuit” (USA)

Social Impact / Not For Profit

  • Gold: Unilever/Dove and SapientRazorfish for “Dear Media” (USA)
  • Silver: The KIND Foundation and Edible (a Daniel J Edelman Agency) for “Pop Your Bubble” (USA)
  • Bronze: Daily Action and Revolution Messaging for “Daily Action” (USA)

MEDIA

Cross Media

  • Gold: Unilever/Dove and SapientRazorfish for “Dear Media” (USA)
  • Bronze: truTV and truTV / Movement Strategies for “#FunnyCauseItstru Social Clapback” (USA)

Cross Mobile Integration

  • Silver: Dunkin’ Donuts and Trilia Media for “Waze Order Ahead, Featuring Dunkin’ Donuts On The Go Mobile Ordering” (USA)Messaging
  • Bronze: The Cosmopolitan of Las Vegas and R/GA Chicago for “Rose, The Cosmopolitan of Las Vegas Chatbot” (USA)

Mobile App

  • Silver: T-Mobile and The Marketing Store for “T-Mobile Tuesdays” (USA)
  • Bronze: AT&T and Turner Entertainment Networks for “AT&T and Conan in NYC: Catch Conan App” (USA)

Mobile Native

  • Silver: Coors Light and 72 and Sunny and Initiative for “Coors Light Snapchat Mt. Everest Live Story” (USA)

Mobile Social

  • Gold: The Muse, Ladies Get Paid, PayScale, Reply.ai and R/GA for “Ask For A Raise” (USA)
  • Silver: The KIND Foundation and Edible (a Daniel J Edelman Agency) for “Pop Your Bubble” (USA)
  • Bronze: GSK Consumer Healthcare, Excedrin and Weber Shandwick for “The Debate Headache” (USA)
  • Bronze: Unilever/Dove Canada and Mindshare Canada for “Dove Snapchat Hack” (Canada)

TECHNOLOGY

Innovation

  • Gold: Ronald McDonald House Charities (RMHC) and SapientRazorfish for “Blink: A Language of Love Throught Light” (USA)
  • Silver: The KIND Foundation and Edible (a Daniel J Edelman Agency) for “Pop Your Bubble” (USA)
  • Bronze: The Patrón Spirits Company and SapientRazorfish for “Patrón Cocktail Lab — The Intelligent Cocktail Recommendation Platform” (USA)

Location Based Services or Targeting

  • Gold: Linksys and POSSIBLE for “Influencing the In-Store Influencers” (USA)
  • Silver: Dunkin’ Donuts and Trilia Media for “Waze Order Ahead, Featuring Dunkin’ Donuts On The Go Mobile Ordering” (USA)
  • Bronze: Colonial Williamsburg Foundation and Second Story at SapientRazorfish for “Colonial Williamsburg Explorer iOS & Android Mobile Application” (USA)
  • Bronze: 24 Hour Fitness and Clear Channel Outdoor for “24 Hour Fitness: Out-of-Home Advertising & Mobile Work Better Together: Mobile Amplification Campaign” (USA)

Mobile Payments / Commerce

  • Silver: Alliance Data and Alliance Data for “Frictionless Mobile Credit” (USA)

Mobile Video

  • Silver: Disney and AdColony for “Disney’s Moana Instant-Play™ Mobile Video Ad with Dynamic End Card” (USA)

Mobile Audio

  • Silver: The Patrón Spirits Company and SapientRazorfish for “Patrón Cocktail Lab — The Intelligent Cocktail Recommendation Platform” (USA)

The Internet of Things - Products in Prototype/Incubator Stage

  • Bronze: IHG and for “Crowne Plaza Echo” (USA)
  • Bronze: TD Ameritrade and Havas New York for “Cognitive Education Platform” (USA)

The Internet of Things - Products in the Market

  • Bronze: Coronado Brewing Company and Thin Film Electronics for “Smart Coasters Help Brewery Boost Website Conversions” (USA)

360 Degree Video

  • Silver: AT&T and Turner Enterainment Networks for “AT&T and Conan Comic Con 2016” (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 innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and to 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, AdColony, Allstate, American Express, AT&T, Bank Of America, Campbell’s, JPMorgan Chase, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Colgate-Palmolive, DataXu, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, ESPN, Expedia, Facebook, Ford, Foursquare, Google, GroundTruth, Heineken, Hershey’s, Hilton Worldwide, iHeartMedia, Hulu, InMobi, Johnson & Johnson, Kellogg, Marriott, MasterCard, McDonald’s, Microsoft, MillerCoors, OpenMarket, Pandora, PepsiCo, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, R/GA, RadiumOne, Razorfish, RetailMeNot, Salesforce, Samsung, SAP, Simulmedia, Snap Inc., Spotify, SUBWAY, Tapjoy, Target Inc., The Coca-Cola Company, The Rubicon Project, The Weather Company, Time Inc, T-Mobile, TUNE, Turner Broadcasting, Twitter, Uber, Ubimo, Unilever, USPS, Verve, VEVO, Vibes, Videology, Walmart, Wendy’s, Zurich and many more. The MMA’s global headquarters are located in New York with regional operations 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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