The Mobile Marketing Association has announced the winners of the 7th Annual Global Mobile Marketing Awards for Innovation, Creativity and Leadership; awards that are now known (and trademarked) as The Smarties.
There are a total of 56 winners of awards designed to recognise the best mobile marketing from around the world. The award for overall excellence went to Crispin Porter + Bogusky for the Old Navy Records campaign that promoted Gap’s Old Navy clothing brand via music discovery app Shazam.
Greg Stuart, Global CEO of the Mobile Marketing Association, said “Great creative, great storytelling, is at the heart of all of our award-winning campaigns. Our winners are truly among the smartest in the mobile channel, and have set rigorously high standards for industry excellence. Their work should serve as an enduring inspiration to marketers world-wide, and a challenge to next year’s competitors.”
The full list of MMA Mobile Marketing Awards winners is shown below:
MMA AWARD FOR OVERALL EXCELLENCE
Global Winner and NA Regional Winner: Old Navy and Crispin Porter + Bogusky for "Old Navy Records" USA/NA
BRANDING
Global Winner and APAC Regional Winner: Coca-Cola and UM and McCann Worldgroup Ltd. for "Coca-Cola Summer Campaign" Hong Kong/APAC
First Runner-up and North American Regional Winner: Converse and R/GA for "Converse The Sampler" USA/NA
Second Runner-up and EMEA Regional Winner: OMO washing powder and BRANDTONE for "OMO 'DOOR TO DOOR CHALLENGE' - BRANDTONE mobile engagement" South Africa/EMEA
LATAM Regional Winner: Petrobras and FingerTips for “Brasileirão Petrobras” Brazil/LATAM
CROSS MEDIA INTEGRATION
Global Winner and NA Regional Winner: Old Navy and Crispin Porter + Bogusky for "Old Navy Records" USA/NA
First Runner-up and EMEA Regional Winner: Coca-Cola GmbH and Scholz & Volkmer GmbH for Coca-Cola "Snowglobes" iPhone Application Germany/EMEA
Second Runner-up: Pringles and Crispin Porter + Bogusky for "Pringles Crunch Band App" USA/NA
LATAM Regional Winner: Nike, Groupo.mobi and F/Nazca Saatchi & Saatchi for “Case Nike #coisadaboa” Brazil/LATAM
APAC Regional Winner: Coca-Cola and UM and McCann Worldgroup Ltd. for "Coca-Cola Summer Campaign" Hong Kong/APAC
DIRECT RESPONSE
Global Winner and EMEA Regional Winner: Garanti and Rabarba for "Garanti-The Last Person on Earth Who Doesn't Use Online Banking" Turkey/EMEA
First Runner-up: Situation Sthlm and Mobiento for "Sms is King!" Sweden/EMEA
Second Runner-up and NA Regional Winner: Pepsi MAX for "Cut to Max - Clubhouse in the Corn" USA/NA
APAC Regional Winner: Vodafone Essar Ltd. And Maxus India for “Vodafone VAS - 'X' spends = 3 'X' revenue” India/APAC
LATAM Regional Winner: TIMWE and Vivo; Claro; TIM; Oi and Globo for “Torpedão Campeão” Portugal/LATAM
PRODUCT/SERVICES LAUNCH
Global Winner and NA Regional Winner: Lawry's and R/GA for "Lawry's Digital Dinner Bell" USA/NA
First Runner-up: HBO and PHD and BBDO for "HBO GO" USA/NA
Second Runner-up and EMEA Regional Winner: MINI / MINI and MOBILE DREAMS FACTORY for "MINI COUNTRYMAN" Spain/EMEA
APAC Regional Winner: Nokia India Pvt. Ltd. and Maxus India for “Over 30;000 personalised demos CONCURRENTLY!” India/APAC
PROMOTION
Global Winner and NA Regional Winner: United Airlines and Barrie D'Rozario Murphy for "Promotion for Travel Options" USA/NA
First Runner-up and APAC Regional Winner: Coca-Cola and UM and McCann Worldgroup Ltd. for "Coca-Cola Summer Campaign" Hong Kong/APAC
Second Runner-up: Mars Canada and Proximity Canada for "M&M's Find Red" Canada/NA
EMEA Regional Winner: Pepsi Co. and Rabarba for "Pepsi-Content In a Bottle" Turkey/EMEA
LATAM Regional Winner: TIM Brazil and Upstream for “101 Carros TIM” Brazil and USA/LATAM
RELATIONSHIP BUILDING
Global Winner and NA Regional Winner: Nike+ and R/GA for "Nike+ GPS App" USA/NA
First Runner-up: National Healthy Mothers, Healthy Babies Coalition (HMHB), with Syniverse and Voxiva, for "Text4baby Campaign" USA/NA
Second Runner-up: Dressbarn and MSLGROUP Americas for "Dressbarn Mobile Fashion Club" USA/NA
LATAM Regional Winner: Unilever and F.biz for “Vital MMS” Brazil/LATAM
APAC Regional Winner: Idea Cellular, Ltd. and Mindshare India, for “Idea - Breaking language barriers” India/APAC
EMEA Regional Winner: Mobitainment for “AVBOB Funeral Services" South Africa/EMEA
INNOVATION
Global Winner and NA Regional Winner: Old Navy and Crispin Porter + Bogusky for "Old Navy Records" USA/NA
First Runner-up and APAC Regional Winner: Coca-Cola and UM and McCann Worldgroup Ltd. for "Coca-Cola Summer Campaign" Hong Kong/APAC
Second Runner-up: Converse and R/GA for "Converse The Sampler" USA/NA
EMEA Regional Winner: InMobi for “Samsung Galaxy S II; 3D campaign” USA/EMEA
LATAM Regional Winner: Ginga and NOO Mag for “NOO Mag” Brazil/LATAM
SOCIAL IMPACT
Global Winner and EMEA Regional Winner: YoungAfricaLive & Praekelt Foundation for “YoungAfricaLive” South Africa/EMEA
First Runner-up and NA Regional Winner: Giorgio Armani and R/GA for " Aqua di Gio Armani Drops for Life App" USA/NA
Second Runner-up: TakePArt/Participant Media for “Waiting for 'Superman' Social Action Campaign” USA/NA
APAC Regional Winner: Busday and TELiBrahma for "Busday gets buzzier" India/APAC
MOBILE MARKETING ACADEMIC OF THE YEAR
William F. Humphrey, Jr., MBA; Debra A Laverie, Ph.D. for “Brand Community and Location Service Social & Mobile Research” USA/NA