MMA EMEA Smarties shortlist announced

The Mobile Marketing Association (MMA) EMEA has revealed the finalists for the MMA EMEA 2016 Smarties™ Awards, a shortlist that celebrates the talent and companies that have harnessed the power of mobile and embraced the opportunity to be creative, effective and innovative in their campaigns.

The outreach was the widest yet, with entries received from all parts of the region. Whilst the UK, France and Turkey were well represented, there was significant growth in entries from Russia, Germany, the Middle East, South Africa, Nigeria and Kenya.

The shortlist was selected by the Smarties™ Pre-Screening Council, which consists of more than 100 senior-level mobile practitioners and is then judged by a panel of senior marketers and agency professionals under the stewardship of Jury Chair, David Lowes, CMO, Samsung Electronic Europe. Submissions are evaluated against four criteria: strategy, execution, creativity, and results.

“I must congratulate those who have made this year’s shortlist. Marketers continue to seek to stand out in delivering their brands message on mobile, so it was challenging but invigorating and eye-opening judging these entries to deliver the final winning campaigns,” said Lowes. “Quality, variety and effectiveness came to the fore and its great for us as marketers to see work from outside our sectors and geography.”

“Based on the judging criteria used to win a Smarties™ it is now more evident than ever that mobile holds a special ability to engage and interact, bringing brands closer to their consumers,” commented Chris Babayode, MD MMA EMEA. “This has been shown across the whole region – from north to south and east to west, as marketers and agencies showcase new, innovative and effective ways to drive their businesses forward using mobile.”

The shortlist for the 2016 MMA EMEA Smarties™ Awards includes:

BRAND AWARENESS

• Turkcell Dialogue Museum
  Turkcell | Opera Mediaworks
• #FeelWimbledon
  Jaguar | Mindshare UK
• Music Is Under This Cap
  Efes Pilsen – Müzik Bu Kapağın Altında | Neodigital
• Canon “Come and See”
  Canon | PHD/Blis Media
• Stop watching, Start Living
  Renault | Nmobs

LEAD GENERATION

• Wish Delivery Ad
  Media Markt | Opera Mediaworks
• Royal Canin Offers Factory
  Royal Canin | Ruskan LLC
• Audi Be my ValenTTine
  Audi AG | Razorfish GmbH
• K1664
  Heineken/Kronenbourg | MediaVest
• The #MoreThanAPhoneNG Campaign
  Samsung Nigeria | Terragon Group

PRODUCT / SERVICES LAUNCH

• Turk Telekom Serial Banners
  Turk Telekom | Opera Mediaworks
• #FeelWimbledon
  Jaguar | Mindshare UK
• #YouGottaDry
  Unilever/Axe | Gorilla and Mindshare
• Music Is Under This Cap
  Efes Pilsen – Müzik Bu Kapağın Altında | Neodigital

PROMOTION

• Carving Labs
  Picard | Carving Labs
• Blow Ad
  KOÇTAŞ | Zer
• Royal Canin Offers Factory
  Royal Canin | Ruskan LLC
• Together
  Unilever | Gorilla and Mindshare

SOCIAL IMPACT / NOT FOR PROFIT

• Lynx and CALM #Biggerissues
  Unilever – Lynx | Mindshare UK
• South Africa 2016 Municipal Elections Registration Campaign
  IEC South Africa | Yonder Media
• Memories Matter
  Project We Forgot | MediaVest I Spark
• Unilever AdCharity
  Unilever/Lipton, Knorr, Clave, Rexona | Initiative

CROSS-MEDIA / CROSS-MOBILE INTEGRATION

• Spark Brilliance
  Nike | Mindshare
• Brandtone & Tusker – Team Kenya
  Tusker | Brandtone
• Blue Band – Good Breakfast Challenge
  Blue Band Kenya | Liquorice
• #YouGottaDry
  Unilever/Axe | Gorilla and Mindshare
• Garanti Bank “Meet with Ugi” Digital Campaign
  Garanti Bank | Ram Istanbul
• Ask ile Yap Shazam
  Arcelik | Mindshare Medya A.Ş

MARKETING WITHIN A MOBILE GAMING ENVIRONMENT

• Happy Studio
  McDonald’s | R/GA London
• Paramount Pictures International, MEC, and Phunware Rev Up Mobile Advertising for “Mission: Impossible – Rogue Nation”
  Paramount Pictures International | MEC

MESSAGING

• South Africa 2016 Municipal Elections Registration Campaign
  IEC South Africa | Yonder Media

PROGRAMMATIC

• Canon “Come and See”
  Canon | PHD/Blis Media
• Campaign: I love my bar
  Pernod Ricard | Gamned

MOBILE APP

• Shell Motorist App
  Shell | Mobgen
• Happy Studio
  McDonald’s | R/GA London
• BIC®Kids DrawyBook
  Société BIC | Engine Creative Agency Ltd
• Evi
  Van Lanschot | Mobgen

MOBILE WEBSITE

• Love Seat
  Samsung Electronics Turkey/Galaxy A | Opera Mediaworks
• What A Nice Thing Is Football!
  Turkcell | Open
• Hologram Tales with C-Max
  Ford | Zer
• Look Good Center
  Unilever | Liquorice

MOBILE NATIVE

• Fill The Banner
  Samsung Electronics Turkey/Galaxy Note 5 | Opera Mediaworks and Starcom MediaVest Group Turkey
• South Africa 2016 Municipal Elections Registration Campaign
  IEC South Africa | Yonder Media
• Cereyan Media
  Garanti Bank | Cereyan Media
• Paramount Pictures International, MEC, and Phunware Rev Up Mobile Advertising for “Mission: Impossible – Rogue Nation”
  Paramount Pictures International | MEC

TABLET CAMPAIGN

• #SEETHEBIGPICTURE
  Amnesty International | Wanda Digital
• Happy Studio
  McDonald’s | R/GA London

MOBILE SOCIAL

• Axe One Song Stand
  Unilever/Axe Black Night | J. Walter Thompson Manajans
• Let The Summer Begin
  Unilever Algida |
• Memories Matter
  Project We Forgot | MediaVest I Spark
• #YouGottaDry
  Unilever/Axe | Gorilla and Mindshare
• #FeelWimbledon
  Jaguar | Mindshare UK

INNOVATION

• Spark Brilliance
  Nike | Mindshare
• Wish Delivery Ad
  Media Markt | Opera Mediaworks
• South Africa 2016 Municipal Elections Registration Campaign
  IEC South Africa | Yonder Media
• Baywa Weather application
  Baywa | Dell International Services
• Stop watching, Start Living
  Renault | Nmobs

LOCATION-BASED

• Together
  Unilever | Gorilla and Mindshare
• #FeelWimbledon
  Jaguar | Mindshare UK
• Canon “Come and See”
  Canon | PHD/Blis Media

MOBILE PAYMENTS

• ZUBİZU
  Doğuş Müşteri Sistemleri | People Initiative

MOBILE VIDEO

• Mercedes A Series
  Mercedes Benz | Opera Mediaworks
• Spark Brilliance
  Nike | Mindshare
• Axe Basta
  Unilever/Axe | Initiative
• Canon “Come and See”
  Canon | PHD/Blis Media
• South Africa 2016 Municipal Elections Registration Campaign
  IEC South Africa | Yonder Media

The finalists and winners will be honoured at a celebration of talent evening on Tuesday, 22 November 2016 at The Royal Garden Hotel, 2-24 Kensington High St, London W8 4PT, rewarding those who’ve delivered excellence, innovation and effectiveness in mobile marketing.

In addition, a number of Industry Awards (representing the best in the mobile marketing industry) will be presented for both the UK and EMEA region, including:

• Best in Show
• Jury Special Award
• Marketer of the Year
• Agency of the Year
• Publisher/Media Company of the Year
• Enabling Technology Company of the Year

The MMA is collaborating with Millward Brown to analyse the shortlist and publish an EMEA Trends Report. This report will offer marketers insights on best practices, key trends, and factors that contribute to a winning mobile campaign.