MMA Global 2014 Smarties shortlist unveils mobile marketing’s best
As mobile technology and capabilities advance; creativity, innovation and impressive results in mobile marketing set the stage for a future of what’s possible. After weeks of pre-screening from a panel of leading marketers and mobile experts, the Mobile Marketing Association (MMA) has released the finalists for the coveted 2014 Global Smarties™ Awards.
The shortlist, which includes close to 100 campaigns from 30 countries, represents those who are blazing new trails exhibiting bravery and innovation across the sizzling and competitive mobile marketing ecosystem. Now in its tenth year, the Global Smarties architects benchmarks and awards best-in-class mobile work from around the world. Judging of the Global Smarties shortlist takes place today in New York.
“I am honored to be leading the formidable group of brands and agencies through what I expect will be an animated day of debate and discussion as we dig deeper into each of the campaigns to determine the winners of the sought after Global Smarties,” said Daniel Bonner, Global Chief Creative Officer of Razorfish. “Being at the center of discovering who is pushing the envelope and seeing great results with mobile marketing is what the Smarties awards are all about.”
“The MMA Global Smarties Awards Program inspires the industry to reimagine their marketing strategies with mobile at the helm and move the needle for mobile marketing creativity, innovation and effectiveness,” said Sheryl Daija, Chief Strategy Officer, MMA. “Even more so we are seeing mobile transform businesses to bring brands and consumers closer than ever before.”
The 2014 Smarties shortlist include the following submissions:
Marketing Strategy Awards
Brand Awareness
Bank of America/Merrill Edge for “Face Retirement”
KIA for KIA “GAME ON”
Mercedes-Benz USA for “Take the Wheel”
Hindustan Unilever for “Kan Khajura Teshan”
Unilever China Walls Cornetto (icecream) for “Cornetto – Express love in 8 seconds”
Lead Generation / Direct Response / Conversion
Mercedes-Benz USA for “Take the Wheel”
WWF DENMARK & WWF TURKEY for “#LastSelfie”
OMO for “OMO Handwash campaign”
Mellow Mushroom for “Coca-Cola Share Happiness”
Product / Services Launch
Qol Devices, Inc. for “Alvio”
Mercedes-Benz USA for “Take the Wheel”
NCAA Digital for “NCAA March Madness Live”
Ferrero Canada Ltd / TIC TAC for “TIC TAC Flavour Faceoff”
Promotion
KIA for “KIA “GAME ON”
Virgin Mobile Australia for “Virgin Mobile Game of Phones”
WWF DENMARK & WWF TURKEY for “#LastSelfie”
Old Navy for “Tweet For Your Feet”
P&G/Pantene for “Your Local Haircast”
Relationship Building / CRM
Samsung for “Owner’s Hub”
Hindustan Unilever for “Kan Khajura Teshan”
Coca-Cola (Japan) Company,Limited. For “My Favorite Cafe – GEORGIA Vending Machine App”
DeVry Brasil for “DeVry Study Monitor”
Social Impact / Not For Profit
WWF DENMARK & WWF TURKEY for “#LastSelfie”
FamilyShare Network for “Evil Did Not Win”
NAMI NYC Metro for “I Will Listen”
PETA for “PETA Taps Integrated Mobile Campaigns to Rally Viral Advocacy and Help Animals”
Wearables Impact on Marketing (NEW)
Volvo Cars for “The Wearable Volvo”
Rip Curl for “RIP CURL SEARCH GPS”
Walgreens for “Balance Rewards”
Trellie Inc. for “Mom – Influencer Campaign”
Nike for “Win the Hour”
Channel/Media Strategy Awards
Cross Media Integration
Unilever / Dove for “Helping girls love their hair deep down to the “Cell-Fie”
Unilever/ Zhonghua (Oral Care) for “Zhonghua – One Hundred Million Smiles”
Dunkin’ Donuts for “#DunkinReplay”
Proctor & Gamble Pantene for “Pantene Weather Program”
Cross Mobile Integration
P&G/Pantene for “Your Local Haircast”
Beats Music for “Beats Music”
Unilever/ Zhonghua (Oral Care) for “Zhonghua – One Hundred Million Smiles”
Tastic for “Tastic Red Pot Campaign”
Cross Screen Advertising
The Lincoln Motor Company for “Lincoln MKZ”
Samsung Electronics for “1st Cross Screen, Real-time Audience Experience App in Turkey powered by Samsung Galaxy S5”
Unilever China Walls Cornetto (icecream) for “Cornetto – Express love in 8 seconds”
Sony Electronics for “SONY 4K ULTRA HD TV LAUNCH”
In-App or Gaming Advertising
Nike for “The Nike SB App”
BENGAY® for “BENGAY – CHAMPIONING MOVEMENT, IN THE MOMENT”
Boehringer / Buscopan for “Untie the Knots ”
CIA App for “Christina Gielstrup”
Messaging
Mobile Commons & DoSomething.org for “Would You Rather” for Financial Education”
Mobile Commons & DoSomething.org for Text with The President Campaign”
Dove for “Dove, ‘Dove 7 Day Challenge'”
Sony Music for “Sony Records, IPG Media Lab and Kik Launch First Global Music Marketing Campaign with One Direction”
Mobile App
Samsung for “nMusic ”
Bank of America/Merrill Edge for “Face Retirement”
Nokia for “JobLens Mobile App”
Sports Revolution for “CelticLIVE App”
Mobile Search
Red Roof Inn for “Red Roof Inn Turns Flight Cancellations into Customers”
UPS for “UPS Mobile Career Site”
MTG – Metalogenia for “Mubiquo Apps, S.L”
TD Ameritrade for “Adobe Search Team
Mobile Website
Nike for “Nike Locker Room”
Toyota Corolla for “Corolla Style”
AT&T for “AT&T Career Site”
Unilever / Elidor (Sunsilk) for “Catch Pink If You Can”
Lincoln for “Lincoln.com Mobile Site Redesign”
Native Advertising (NEW)
Jeep / Cherokee for “Jeep Weather Native iPhone Takeover”
Lexus for “Lexus & Real Racing 3’s Virtual Test Drive”
Google Maps App for “Google Maps App QuizUp Campaign”
Hindustan Unilever for “Kan Khajura Teshan”
Tablet Campaign
Qol Devices, Inc. for “Alvio”
Amoedo for “Pipe Burst”
CIM – Women Integration Centre for “The Touch-Scream Ad”
Lincoln for “2013 MKZ/29HD Tablet Magazine Integration”
Use of Mobile Social Media
Coca-Cola for “Coca-Cola Happiness Flag”
Audi for “Audi Takes Snapchat By Storm On Super Bowl Sunday”
Rexona for “Rexona Move – The World’s Longest Relay Race”
Unilever Indonesia for “Citra Night Call”
Old Navy for “Tweet For Your Feet”
Innovation
KIA Motor Australia for “KIA “GAME ON”
Ford for “Bringing the Ford F-150 to Life in Innovative 3D Mobile Ad Experience”
P&G / Oral-B for “Oral-B Bluetooth-Connected Electric Toothbrush and Application”
JetBlue for “Air on the Side of Humanity”
Location Based
Virgin Mobile Australia for “Virgin Mobile Game of Phones”
Proctor & Gamble Pantene for “Pantene Weather Program”
NEUTROGENA for “SUN ACTIVATED ADVERTISING”
Little Caesars for “Little Caesars”
m-commerce
Kum & Go for “Kum & Go’s Deal of the Week”
Metal Mulisha for “Metal Mulisha Drives Sales and Improves Mobile Experience with Reflektion”
Mango for “MUBIQUO APPS, S.L”
Sam’s Club for “Sam’s Club 2013 Holiday Mobile Web Initiative”
Video / Rich Media
Nike for “The Nike SB App”
Toyota Corolla for “Corolla Style”
Unilever China Walls Cornetto (ice cream) for “Cornetto – Express love in 8 seconds”
Disney for “Disney Infinity”
In addition to the categories outlined, there will also be Smarties Industry Awards presented to recognise the top brand marketer, agency, media company and technology enabler. The Global Smarties award winners will be announced at a ceremony on Wednesday, October 1, 2014, culminating the mobile marketing’s flagship MMA SM2 Innovation Summit, in New York City.
Additionally the short-lists for the regional and in-country Smarties for APAC, EMEA, LATAM, North America, China, India, South Africa, Turkey and UK will be announced over the next couple of weeks.
Source: Bizcommunity
