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“The MMA SMARTIES Awards showcases the power of mobile & emerging technologies to engage audiences and transform the way brands their customers interact,” said Sheryl Daija, Chief Strategy Officer, MMA.

Honoring the teams and talent who leverage the power of mobile and emerging technologies to create innovative campaigns that drive business impact, the Mobile Marketing Association (MMA) today announced the winners for the 2019 SMARTIES X and SMARTIES North America Award Programs at the annual Celebration of Talent.

Launched for the first time this year, SMARTIES X is the highest achievement across the globe honoring and awarding outstanding innovation resulting in significant business impact for brands, agencies, media companies and technology providers. Game changing for careers, SMARTIES X recognizes the individuals and teams who are pioneering marketing transformation and architecting the future of marketing by leveraging mobile at the heart of the relationship between brands and their consumers.

The North America Regional SMARTIES Awards Program celebrates the best of the best mobile marketing campaigns in North America and both programs are judged on strategy, creativity, execution with 40% of the score focused on results.

The winners were selected by the MMA’s independent jury comprised of renowned senior brand and agency professionals who are pioneering marketing transformation, led this year by jury president Sherrill Kaplan, Head of Marketing & Sales, Zipcar.

The campaigns that earned Best-in-Show honors are Gud and J.Walter Thompson Brasil’s “Rescue Dogz,” campaign for SMARTIES X and Pizza and Media Experts’ “Blazing into Late-Night” campaign for North America. The full list of categories and winners is included below.

“The MMA SMARTIES Awards showcases the power of mobile and emerging technologies to engage audiences and transform the way brands their customers interact,” said Sheryl Daija, Chief Strategy Officer, MMA. “The individuals and teams honored today demonstrate the innovation that drives future breakthroughs while optimizing business impact today.”

In addition to recognizing mobile creativity and effectiveness, the Smarties also revealed a number of companies who received accolades for being industry trailblazers and disruptors. The Industry Awards were handed to an impressive group of companies, including:

  • Marketer of the Year: PepsiCo
  • Innovator to Watch: KFC
  • Media Company: Spotify
  • Media Agency: Mindshare
  • Creative Agency: J.Walter Thompson Brasil

The MMA 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 winners include:

  • Abhilasha Mehta, Bank of America
  • Antonio Tomarchio, Cuebiq
  • Jeff Glueck, Foursquare
  • Kevin Frisch, Wag!
  • Lauren Radcliffe, E*Trade
  • Michael Ahearn, Sinch Engage
  • Stephen McCarthy, GroundTruth
  • Terri Schriver, Bank of America

The 2019 entries, which included campaigns from 20 countries, were first pre-screened by a Council comprised of over 100 media, marketing and technology leaders prior to judging by the independent jury.

2019 SMARTIES X Awards Winners:

SMARTIES X : Categories span across technology, media and marketing objectives and all campaigns have the X Factor, distinguishing these campaigns as amongst the most innovative and forward-thinking leaders in the marketing industry today

BEST-IN-SHOW:
GUD and J.Walter Thompson Brasil for “Rescue Dogz”

MARKETING OBJECTIVE

Brand Awareness

  • Gold: Bubly and OMD for “Bubly launch Campaign”
  • Gold: Shell Advance and Mediacom Vietnam for “Shell Advance Forever Outriders”
  • Silver: Biti’s / Biti’s Kids and Dentsu Redder for “Bitis Smart – A shoe can make kids smarter!”
  • Silver: Nike and Mindshare China for “Nike World Cup: Daring Teenage Footballers to be Their Best!”

Lead Generation / Direct Response / Conversions

  • Gold: Meesho and Affle for “When Women Joined Hands To Break Social Shackles”
  • Silver: Avon and J.Walter Thompson Brasil for “Big & Tutorial”
  • Bronze: Mercado Libre and Wunderman BA for “Histories with a story”

Product / Services Launch

  • Gold: Nike and Mindshare China for “Airmax Goes Bigger with Air”
  • Silver: P/S and Mindshare Vietnam for “Brushing is Playing”

Promotion

  • Gold: KFC and Mindshare China for “Colonel KI: The First Colonel to Conquer e-Sports”
  • Silver: Chipotle and Vibes for “Chipotle Freeting: A Multichannel Mobile Approach”
  • Bronze: Coca-Cola BR and WMcCann / Ogilvy /David for “Coke and the Chinese food battle”

Relationship Building / CRM

  • Gold: Nike and Mindshare China for “All Star Weekend – Better Than Broadcast”
  • Silver: McDonald’s and The Marketing Store for “McDonald’s Trick. Treat. Win! Campaign”
  • Silver: T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Social Impact / Not For Profit

  • Gold: GUD and J.Walter Thompson Brasil for “Rescue Dogz”
  • Bronze: OMO and Mindshare Vietnam for “Less Screen Time, More Play Time”

MEDIA

Cross Media

  • Gold: Lay’s and AlmapBBDO for “The Lay’s Announcer”
  • Silver: Samsung Galaxy S10+ and Starcom for “Do What You Can’t Jimmy Fallon”
  • Silver: Unilever / Wall’s and Mindshare Indonesia for “Wall’s Gold Spirit”
  • Bronze: Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “FriesList”

Cross Mobile Integration

  • Gold: KFC and Mindshare China for “Colonel KI: The First Colonel to Conquer e-Sports”
  • Silver: Anmum – Fonterra Indonesia and Mediacom Indonesia for “Anmum Indonesia – Mum to Mum Ambassador”
  • Bronze: Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “FriesList”

Messaging

  • Silver: P/S and Mindshare Vietnam for “The Adventure with King Leo and Friends”
  • Bronze: Stage Stores and Vibes for “Stage Stores’ 90s-Themed Back-To-School Mobile Campaign”

Mobile App

  • Gold: Castrol and Mindshare China for “Influence The Influencer”
  • Silver: Nike and Mindshare China for “All Star Weekend – Better Than Broadcast”
  • Bronze: Nutella and OMD for “Brand Love Promo”

Mobile Gaming, Gamification & E-Sports

  • Gold: KFC and Mindshare China for “Colonel KI: The First Colonel to Conquer e-Sports”
  • Silver: MTN DEW® AMP® GAME FUEL® / Mountain Dew and OMD and Zero Code for “MTN DEW® AMP® GAME FUEL® Launch”

Mobile Native

  • Gold: Grupo Dignidade and Mirum Brazil for “#RainbowCup”
  • Silver: LegalWise and Yonder Media for “LegalWise 16 Days of Activism”
  • Bronze: Google and Toaster Limited Singapore Branch for “Google – Easy Questions Don’t Always Have Easy Answers”

Mobile Search

  • Gold: GUD and J.Walter Thompson Brasil for “Rescue Dogz”
  • Silver: MINI Canada and Media Experts for “Hijacking High Gas Prices for High Returns”
  • Bronze: Pizza and Media Experts for “Blazing into Late-Night”
  • Bronze: Yaani and Hype for “Yaani – Turn Your Searches Into Trees”

Mobile Social

  • Gold: Cadillac and Rokkan for “Cadillac CT5 ASMR Reveal”
  • Silver: Excedrin and Weber Shandwick for “Universal Pain”
  • Silver: Suntory PepsiCo Vietnam / Mirinda and Dentsu Redder for “Miranda “Laugh the Grudge Away for Tet’”
  • Bronze: Knorr and Ogilvy Philippines for “Knorr Recipe Pal: Bringing Back The Cooking Habit of Filipinos”
  • Bronze: Popsicle and Mindshare USA for “#BringBackTheDouble”

Mobile Website

  • Gold: Tuenti and Wunderman BA for “Pitaya, the princess needs no saving”

TECHNOLOGY

Innovation

  • Gold: Biti’s / Biti’s Kids and Dentsu Redder for “Bitis Smart – A shoe can make kids smarter!”
  • Gold: KFC and Mindshare China for “Colonel KI: The First Colonel to Conquer e-Sports”
  • Silver: Foxtel and Mindshare London for “Monty’s Wicket Warnings”
  • Bronze: Cadillac and Rokkan for “Cadillac CT5 ASMR Reveal”

Location Based Services or Targeting

  • Silver: Aldi and Havas Denmark for “ALDI Creating Retail-Traffic Through Intelligent GPS Data Customer Mapping:
  • Bronze: Google and Toaster Limited Singapore Branch for “Google – Easy Questions Don’t Always Have Easy Answers”

Mobile Audio

  • Gold: Movistar and Wunderman BA for “Maria’s Message”
  • Silver: FANTA and Ogilvy /Gameloft Do Brasil for “THE SNACK SAGA”

Mobile Payments / Commerce

  • Bronze: fastPay (a product of DenizBank) and FCBRAM for “Top Up and Keep Moving!”
  • Bronze: Miller Genuine Draft and Justpalm for “Fresh Take”

Mobile Video

  • Gold: Lays and Mindshare China for “Crunchy Challenge”
  • Silver: GSK and Wunderman Thompson for “Abreva – Reaching a Younger Audience through Mobile Video”
  • Silver: Samsung Galaxy S9 and R/GA & Starcom UK for “The Dodo x Samsung Slow-Mo”

Out-of-Home

  • Bronze: Paramount Pictures: Dora and the Lost City of Gold and Lightbox OOH Video Network for “Pack Your Adventure with Dora”

360 Degree Video

  • Silver: Doritos and AdColony for “Doritos Cool & Hot 360 Interactive Video”

The Internet of Things

  • Gold: Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for “FriesList”
  • Silver: Coca-Cola and Andtonic & Carat for “Connected Coke”

Voice

  • Silver: Honey Nut Cheerios and Mindshare USA for “Hacking Prime Day”
  • Bronze: Dimes and Genart Medya for “Dimes Voice Command”

VR/AR

  • Gold: P/S and Mindshare Vietnam for “The Adventure with King Leo and Friends”
  • Silver: Nestlé Smoovlatté and Mindshare China for “Nescafé – From Tianyi With Love”
  • Bronze: Miami International Airport / Florida Power & Light Services and Starmark for “FlyGreen MIA Energy Efficiency Initiative”

2019 North America SMARTIES Winners

SMARTIES NORTH AMERICA: Categories span across technology, media and marketing objectives.
BEST-IN-SHOW:
Pizza and Media Experts for “Blazing into Late-Night”

MARKETING OBJECTIVE

Brand Awareness

  • Silver: GSK and Wunderman Thompson for “Pronamel Intensive Enamel Repair – New Product Launch”
  • Bronze: Gas-X and Weber Shandwick for “Gas-X Would You Rather?: Hacking the IG Stories Platform”
  • Bronze: Travel Texas and Proof Advertising for “AdTheorent and Proof Travel Texas FY’19 Campaign”

Lead Generation / Direct Response / Conversions

  • Silver: McDonald’s and The Marketing Store for “McDonald’s Trick. Treat. Win! Campaign”
  • Silver: T-Mobile and The Marketing Store for “T-Mobile Tuesdays”
  • Bronze: Firehouse Subs and The Richards Group for “AdTheorent and The Richards Group “Firehouse Subs FY18 Mobile Campaign”

Product / Services Launch

  • Silver: TUMS and Weber Shandwick for “TummerTime”

Promotion

  • Gold: Pizza and Media Experts for “Blazing into Late-Night”
  • Silver: Chipotle and Vibes for “Chipotle Freeting: A Multichannel Mobile Approach”
  • Silver: McDonald’s and The Marketing Store for “McDonald’s Trick. Treat. Win! Campaign”

-Bronze: T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Relationship Building / CRM
Gold: T-Mobile and The Marketing Store for “T-Mobile Tuesdays”
Silver: McDonald’s and The Marketing Store for “McDonald’s Trick. Treat. Win! Campaign”
Social Impact / Not For Profit

  • Gold: Samaritan and Gimbal for “Beacons of Hope”
  • Silver: The Shelter Pet Project and AdCouncil for “AdTheorent and Ad Council’s The Shelter Pet Project Campaign”
  • Bronze: Ad Council and Facebook Creative Shop & Courageous Studios for “Why Does it Take a Disaster to Bring us Together”
  • Bronze: Hellmann’s and Mindshare for “Hellmann’s Real Food Rescue”

MEDIA

Cross Media

  • Gold: Samsung Galaxy S10+ and Starcom for “Do What You Can’t Jimmy Fallon”
  • Silver: Hellmann’s and Mindshare for “Hellmann’s Real Food Rescue”

Cross Mobile Integration

  • Gold: BMW Canada and Media Experts for “The Perfect 10 is Now the 8”

Messaging

  • Gold: Chipotle and Vibes for “Chipotle Freeting: A Multichannel Mobile Approach”
  • Bronze: Stage Stores and Vibes for “Stage Stores’ 90s-Themed Back-To-School Mobile Campaign”

Mobile App

  • Silver: McDonald’s and The Marketing Store for “McDonald’s Trick. Treat. Win! Campaign”
  • Silver: T-Mobile and The Marketing Store for “T-Mobile Tuesdays”

Mobile Gaming, Gamification & E-Sports

  • Silver: McDonald’s and The Marketing Store for “McDonald’s Trick. Treat. Win! Campaign”

Mobile Search

  • Gold: MINI Canada and Media Experts for “Hijacking High Gas Prices for High Returns”
  • Silver: Pizza and Media Experts for “Blazing into Late-Night”

Mobile Social

  • Gold: Cadillac and Rokkan for “Cadillac CT5 ASMR Reveal”
  • Bronze: Gas-X and Weber Shandwick for “Gas-X Would You Rather?: Hacking the IG Stories Platform”

Mobile Website

  • Bronze: GSK and Wunderman Thompson for “Sensodyne.com Relaunch”

TECHNOLOGY

Innovation

  • Gold: Cadillac and Rokkan for “Cadillac CT5 ASMR Reveal”
  • Bronze: The Shelter Pet Project and AdCouncil for “AdTheorent and Ad Council’s The Shelter Pet Project Campaign”

Mobile Audio

  • Gold: Cadillac and Rokkan for “Cadillac CT5 ASMR Reveal”

Mobile Video

  • Bronze: Toyota and AdColony for “AdColony and Toyota Team up to Drive Greater Vehicle Awareness”
  • Bronze: Universal Kids/American Ninja Warrior Junior and Sabio Mobile for “Universal Kids American Ninja Warrior Junior”

Voice

  • Silver: Honey Nut Cheerios and Mindshare USA for “Hacking Prime Day”

About the Mobile Marketing Association (MMA)
Comprised of over 800-member companies globally and 14 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, tech providers and sellers working collaboratively to architect the future of marketing, while relentlessly delivering growth today. 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.

Members include: 1-800-Flowers.com, Adobe, Ahold Delhaize, Allstate, Ally Financial, American Eagle, American Express, AT&T, Bank of America, Calvin Klein, Campbell’s, Carbon, JPMorgan Chase, Chipotle Mexican Grill, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Colgate Palmolive, Cuebiq, CVS Health, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, ESPN, Estee Lauder, Facebook, Ford, Foursquare, General Motors Company, Google, Hilton Worldwide, IBM Watson, Jumpshot, Kellogg Company, LinkedIn, L’Oreal, Marriott International, Match Group, Mastercard, McDonald’s, MillerCoors, Monster, NBCU, OpenMarket, OpenX, Pandora, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, RetailMeNot, Salesforce, Samsung, Shire, SITO Mobile, Snap Inc., SUBWAY, Target Inc., The Coca-Cola Company, T- Mobile, Turner Broadcasting, Twitter, Uber, Unilever, Verizon Media Group, Verizon Connect, Vibes, Walmart, Waze, Yieldmo, 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 see http://www.mmaglobal.com.

Media Contact(s)
Sheryl Daija
Chief Strategy Officer
sheryl.daija@mmaglobal.com
917-287-6140

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