Winners Announced for the Mobile Marketing Association’s 2015 Global Smarties Awards
NEW YORK, NY, Sep 28, 2015 — Cutting edge creativity and innovation from marketing, media, technology, and agency organizations from around the world was on display this week at the 2015 MMA Global Smarties Gala at Pier Sixty in New York City, where the winners of the coveted Global Smarties were revealed.
Selected from a pool of 1,700 entries, FunMobility & their client Chiquita were honored to be the recipient of the Silver Award in the Cross Media Integration category, thanks to the overwhelming success of this summer’s “Minions Love Bananas” mobile-first marketing campaign.
The campaign, which used gamification and digital prizes to drive an unheard of CRM opt-in of 11% unique, was responsible for creating 153,000 hours of consumer attention from June-August, driving repeat visits resulting in 3.3 million games being played in that same time period. FunMobility & Chiquita beat out titanic competition in thier category from other name brand nominees, including Coca-Cola and 1-800-FLOWERS.
It was a fun, interesting night at the Mobile Marketing Association’s gala 2015 Smarties event, held at Chelsea Piers in New York City. Mobile promotions were submitted from agencies, brands, and developers from around the world, showing the sheer scale of digital mobile development. It was also interesting that so many entries came from or included mobile groups offshore in India, Pakistan, Cambodia, and Vietnam. There was a time when agencies didn’t want to talk about their offshore resources – now for whatever reason they are comfortable sharing the credit, which is a welcome development.
Jason Jones, the Master of Ceremonies, was a funny host, and he took some measure of delight in poking fun at both the nominees (“While other people are finding cures to hunger, you’re creating mobile marketing campaigns”) and the event itself (“I hosted this event last year. If everything goes well with my career, I won’t be hosting it again next year”). I guess mobile marketers are thick-skinned enough not to mind a little abuse.
When I went up on stage to receive the Cross Media Award we won for Chiquita’s “Minions Love Bananas” campaign, I told him, “The Smarties may not be a Pope Francis visit, but they mean something to all of us.”
Recieving the Mobile Marketing Association Global Smarties Award for best Cross Media Integration of 2015
Afterwards, I caught up with Tom Daly, a marketing executive from Coca Cola (and a well-deserved member of the Mobile Hall of Fame), who commented on how much marketers could learn by simply watching the awards ceremony. He’s absolutely right: this year’s entries were truly global, and showed an inspiring range of creativity and innovation that is one of the hallmarks of our young but vibrant industry. And Tom had this gem to share, too:
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“Mobile offered double the ROI of TV, and was twice as effective in driving sales.” - Tom Daly, The Coca-Cola Company”
I encourage everyone to check out all of the winning video case studies, hosted on the MMA website:
Mobile Marketing Association Global Smarties Awards: Winners Gallery 2015
Here’s a full list of the winners from the Mobile Marketing Association’s 2015 Global Smarties Awards:
2015 GLOBAL SMARTIES AWARD WINNERS:
CHANNEL MEDIA STRATEGY AWARDS
CROSS MEDIA / CROSS MOBILE INTEGRATION
Gold
Unilever / Axe Black and J.Walter Thompson Manajans Silent Entertainment Turkey
Silver
Chiquita, Universal Pictures and FunMobility Minions Love Bananas 2015 US
CROSS SCREEN ADVERTISING
Gold
Reckitt Benckiser / Durex and Havas Worldwide London Durex Explore England
Silver
Unilever / Axe Black and J.Walter Thompson Manajans Silent Entertainment Turkey
Bronze
Hungry Lion and Yonder Media in partnership with the MediaShop Hungry Lion Lucky Bucket Campaign South Africa
MARKETING WITHIN A MOBILE GAMING ENVIRONMENT
Gold
Zespri and Mindshare China How Zespri Got Kids Across China to Slice 18 Billion Kiwis China
Silver
Popeyes Louisiana Kitchen and Mithun, Inc. Red Stick Staredown: A Game of Chicken US
MESSAGING
Gold
Colgate Palmolive (India) Ltd and Red Fuse Communications
Spreading a million smiles with a mobile India
Silver
Singapore Red Cross and MRM/McCann The Red Cross Connection Singapore
MOBILE APP
Gold
AUDI AG and Razorfish Germany Audi TT Brochure Hack Germany
Silver
R/GA and Hammerhead Navigation Hammerhead US
Bronze
Target Corporation and SapientNitro Target Holiday Wish List US
MOBILE NATIVE
Gold
Mercedes-Benz USA and Razorfish Build a GLA on Instagram US
Bronze
adidas and Joannes Leonardo, Carat, TBWA/Chiat/Day, Opera Mediaworks adidas Discovers the Power of Mobile-First Storytelling US
MOBILE SEARCH
Bronze
We Energies and Pure Oxygen Labs We Energies Transforms Power Outage Experience with Mobile Search US
MOBILE SOCIAL
Gold
Sunsilk Shampoo, Unilever Vietnam and Mindshare Vietnam The Language of Hair Singapore
Silver
Mercedes-Benz USA and Razorfish Build a GLA on Instagram US
Bronze
Dunkin’ Donuts and Trilia/Hill Holliday Dunkin’ Donuts Shark Week US
Bronze
Nike and Razorfish Razorfish – Nike 2014 World Cup mobile Alphonso US
MOBILE WEBSITE
Gold
Heineken and R/GA London Heineken @WhereNext England
PROGRAMMATIC
Bronze
DSW and Xaxis Xaxis & DSW Cross Screen Campaign US
MARKETING STRATEGY AWARDS
BRAND AWARENESS
Gold
Volvo Cars North America and R/GA The XC90 Experience in Volvo Reality US
Silver
Cornetto, Unilever and Mindshare Malaysia The Ghost is Calling Turkey
Bronze
Nike and Razorfish Razorfish – Nike 2014 World Cup mobile Alphonso – US
LEAD GENERATION / DIRECT RESPONSE / CONVERSION
Gold
Inmarko and Brandtone Inmarko ice cream Ireland
Silver
AUDI AG and Razorfish Germany Audi TT Brochure Hack Germany
Bronze
Unilever / Axe Black and J.Walter Thompson Manajans Trending Outdoor Turkey
PRODUCT / SERVICES LAUNCH
Gold
Volvo Cars North America and R/GA
The XC90 Experience in Volvo Reality US
Silver
Xbox and Razorfish Halo: Starscope US
Bronze
Popeyes Louisiana Kitchen and Mithun, Inc. Red Stick Staredown: A Game of Chicken US
PROMOTION
Bronze
Dunkin’ Donuts Indonesia and PT Telekomunikasi Selular, Tbk (TELKOMSEL) DONUTS WONDERLAND Indonesia
RELATIONSHIP BUILDING / CRM
Gold
KappAhl and Mobiento / Deloitte Digital Life & Style all mobile loyalty club Sweden
Silver
Singapore Red Cross and MRM/McCann The Red Cross Connection Singapore
Bronze
Lifebuoy, Unilever and Mindshare Pakistan Bond of Love on the Mother’s Day Singapore
SOCIAL IMPACT / NOT FOR PROFIT
Gold
Singapore Red Cross and MRM/McCann The Red Cross Connection Singapore
Silver
United Nations Mine Action Service and Critical Mass Sweeper US
ENABLING TECHNOLOGIES AWARDS
LOCATION BASED
Gold
R/GA London and Heineken Heineken @WhereNext England
Silver
Hellmann’s and Mindshare Delivering Inspiration at Point of Sale US
Bronze
Unilever / Lifebuoy and InMobi PTE Ltd and Mindshare Indonesia Lifebuoy Flood India
INNOVATION
Gold
AUDI AG and Razorfish Germany Audi TT Brochure Hack Germany
Silver
Volvo Cars North America and R/GA The XC90 Experience in Volvo Reality US
Bronze
Unilever/Rexona and Mindshare Turkey/Wanda/Mobilike Who Does More? South Africa
MOBILE VIDEO
Gold Volvo Cars North America and R/GA The XC90 Experience in Volvo Reality US
Silver
Coca Cola and SCLBITS Share a Coke Mexico Mexico
Silver
Nike and Razorfish Razorfish – Nike 2014 World Cup mobile Alphonso US
THE INTERNET OF THINGS
Gold
Owlet Baby Care and R/GA Owlet US
Silver
Oral-B and iconmobile Oral-B SmartSeries Mobile Application US
Bronze
R/GA and Hammerhead Navigation Hammerhead US
INDUSTRY AWARDS
Global Marketer of the Year: Walmart
Global Leadership Award of the Year: The Coca-Cola Company
Global Agency of the Year: Mindshare
Global Media Company of the Year: Pandora
Global Enabling Technology Company of the Year: Criteo
BEST IN SHOW Heineken and R/GA London Heineken @WhereNext England