MMA Announces the 2013 Smarties™ Global Award Winners

Arc Worldwide and Leo Burnett honored with “Best in Show” for their work with Chicago Shakespeare Theater

Business Wire

NEW YORK--(BUSINESS WIRE)--

A stellar showcase of marketer, media and agency excellence was presented tonight at the 2013 Global Smarties™ Gala, which celebrates the best and brightest in mobile creativity. With submissions from over 36 countries, the Mobile Marketing Association (MMA) announced the winners of the Smarties to culminate its annual mobile conference, SM2.

The Smarties is the only awards program that recognizes best in class mobile work from around the world. The winners were selected from a competitive field of entrants, all of which demonstrated innovation, creativity and bravery across the mobile marketing and advertising ecosystem. The MMA assembled a collection of industry visionaries to form the Smarties jury with the task of identifying the winning work.

Due to its clever and creative use of mobile, Leo Burnett and Arc Worldwide were awarded the coveted “Best in Show” for their campaign, “Will and George Come to Life,” which sparked awareness and drove attendance for the Chicago Shakespeare Theatre.

“’Will and George Come to Life” is the perfect demonstration of how mobile invites and involves consumers to live within the brand story. The jury unanimously agreed that this campaign raised the standards of mobile innovation while achieving excellent results for the Chicago Shakespeare Theater,” said Sheryl Daija, Chief Strategy Officer, MMA. “The 2013 Smarties proves that mobile provides the ultimate stage for storytelling that moves marketers closer to consumers than ever before.”

In addition to recognizing mobile creativity, the Smarties also honor companies that are trailblazers within the mobile space, conquering emerging media terrain and building marketing strategies with mobile at the core. In the Industry Awards category, Mondelēz International nabbed top honors and was named “Global Marketer of the Year” for their commitment to advancing the mobile movement globally.

“Between launching initiatives such as Mobile Futures and increasing investments across mobile platforms, Mondelēz is a paragon of how mobile is business transformational and a dynamic canvas to connect with consumers,” said Greg Stuart, CEO, MMA. “The Smarties serve as a barometer to define what great work looks like in the mobile arena and recognize the companies that are taking risks by pushing the boundaries of mobile innovation. The biggest creative revolution of our times is happening on mobile devices.”

The 2013 Smarties Industry Award winners include:

  • Industry Service Award: Cameron Clayton
  • Global Agency of the Year in Mobile: R/GA
  • Global Enabling Technology Company of the Year in Mobile: xAd
  • Global Marketer of the Year in Mobile: Mondelēz International
  • Global Publisher / Media Company of the Year in Mobile: WeChat
  • Global Operator of the Year in Mobile: Telefónica

To view the gallery of the 2013 Smarties™ winning work please visit: http://www.mmaglobal.com/smartiesgallery2013/

2013 SMARTIES AWARD WINNERS

Marketing Strategy Awards

Brand Awareness

  • Silver: Discovery Channel and OMD for “Gold Rush Season 3” USA/NA
  • Silver: Gatorade and OMD for ‘"Bolt!" Mobile Game Integration’ USA/NA
  • Bronze: Intel UK and OMD UK for “Intel Inside Live” UK/EMEA

Lead Generation / Direct Response / Conversion

  • Gold: Kontor Records GmbH and Ogilvy Germany for “Back to Vinyl - The Office Turntable” Germany/EMEA
  • Silver: Colgate Palmolive (India) Ltd and MEC India for “How Colgate turned the Maha Kumbh Mela into the Maha Tech Mela” India/APAC

Product / Services Launch

  • Gold: Mercedes and Maxus for “#YOUDRIVE” UK/EMEA
  • Silver: Samsung Galaxy Camera and Starcom MediaVest Group for “Life's a Photo. Take It.” USA/NA
  • Bronze: SEAT and Movement for "SEAT Leon 5 Door - Mobile Campaign site" UK/EMEA

Promotion

  • Silver: Coca-Cola Korea Company and The Slate for "Coke Youth Recruitment Campaign 'Coke PLAY'" Korea/APAC
  • Bronze: Ruby Tuesday and ExactTarget for “Ruby Tuesday Uses Mobile To Drive Dinner and a Movie Success” USA/NA

Relationship Building / CRM

  • Gold: Samsung Telecommunications America and Razorfish for “Samsung Share to Go” USA/NA
  • Silver: TIM and R/GA São Paulo for “TIM Beta BlaBlaMeter” Brazil/LATAM
  • Bronze: Unilever Foods and Brandtone for “Soup in Every Stew” South Africa/EMEA

Social Impact / Not For Profit

  • Gold: Swedish Afghan Committee and Mobiento for “Donate a word via SMS” Sweden/EMEA
  • Silver: Halls and AD2C - Pinnacle for “Halls Breathe The Change - 200,000 Breaths that Changed the Life of a Village” India/APAC
  • Bronze: DASK and Turkcell İletişim Hizmetleri A.Ş. for “DASK” Turkey/EMEA
  • Bronze: Greenpeace and Must Mobile for “Greenpeace Arctic Experience” Switzerland/EMEA

Channel/Media Strategy Awards

Cross Media Integration

  • Gold: Chicago Shakespeare Theater and Arc Worldwide/Leo Burnett for “Will and George Come to Life” USA/NA
  • Silver: Mercedes and Maxus for “#YOUDRIVE” UK/EMEA
  • Bronze: Ford Motor Company and Team Detroit for “Ford Mustang Customizer Multi-Media” USA/NA

Cross Mobile Integration

  • Silver: Ford Motor Company and Team Detroit for “Ford Racing Mobile Integration” USA/NA
  • Bronze: Hungry Lion and Yonder Media for “Hungry Lion Mobile Coupon Campaign” South Africa/EMEA

In-App or Gaming Advertising:

  • Gold: DreamWorks Animation for “Turbo Racing League / $1,000,000 Shell-Out” USA/NA
  • Bronze: ESPN / X Games and SapientNitro for “X Games Digital Platform // Mobile” USA/NA
  • Bronze: Toyota and The Weather Company for “The Weather Channel Android App Redesign” USA/NA

Messaging

  • Gold: Swedish Afghan Committee and Mobiento for “Donate a word via SMS” Sweden/EMEA
  • Silver: Nestle India and Maxus India for “Nescafe Moodies” India/APAC
  • Bronze: Colgate Palmolive (India) Ltd and MEC India for “How Colgate turned the Maha Kumbh Mela into the Maha Tech Mela” India/APAC

Mobile App

  • Gold: KETTLER and iconmobile for "KETTLER S-FIT App" Germany/EMEA
  • Silver: Johnson & Johnson and JWT New York for “ZYRTEC® AllergyCast™ App With Symptom Tracker” USA/NA
  • Bronze: KK WOMEN'S MAGAZINE and Mobiento for “KK Søtt” Sweden/EMEA

Mobile Website

  • Gold: Abercrombie & Fitch and R/GA for “The A&F Forecast” USA/NA
  • Silver: SEAT and Movement for "SEAT Leon 5 Door - Mobile Campaign site” UK/EMEA
  • Bronze: Nike and R/GA for “NIKEiD Mobile” USA/NA

Tablet Campaign

  • Silver: Nike and R/GA for “Nike Primetime” USA/NA

Use of Mobile Social Media

  • Gold: Carvalho Hosken and Artplan for “The Social Home Tour 2.0” Argentina/LATAM
  • Silver: RICH Secco and Cheil Germany GmbH for “THE RICH B!TCH FRIDGE” Germany/EMEA
  • Bronze: Nestle India and Maxus India for “Nescafe Moodies” India/APAC
  • Bronze: TIM and R/GA São Paulo for “TIM Beta BlaBlaMeter” Brazil/LATAM

Enabling Technologies Awards

Innovation

  • Gold: Samsung Telecommunications America and Razorfish for “Samsung Share To Go” USA/NA
  • Silver: United Nations Association of Germany and Cheil Germany for “Free the Forced” Germany/EMEA

Location Based

  • Gold: Mahou-San Miguel and Mobile Dreams Factory for “WHICH COLOUR IS MADRID?” Spain/EMEA
  • Silver: O2 and R/GA London for “O2 Priority Moments for Independent Business” UK/EMEA

mCommerce

  • Silver: Levi's and OMD for “Flipboard Social Catalog” USA/NA
  • Silver: Sam's Club and Rockfish for “Sam's Club Mobile 3.0 – Apps for Android and iPhone” USA/NA
  • Bronze: Nike and R/GA for “NIKEiD Mobile” USA/NA
  • Bronze: Sushi Pop and Must Mobile for “Sushi Pop Mobile Commerce Strategy” Argentina/LATAM

Video / Rich Media

  • Gold: Billboard Magazine and Ogilvy & Mather São Paulo for “The End of Silent Magazine” Brazil/LATAM
  • Silver: Ray Donovan and Showtime Networks for “Ray Donovan NY Times App Takeover” USA/NA

Best in Show

  • Chicago Shakespeare Theater and Arc Worldwide/Leo Burnett for “Will and George Come to Life” USA/NA

Industry Awards

  • Industry Service Award: Cameron Clayton
  • Global Agency of the Year in Mobile: R/GA
  • Global Enabling Technology Company of the Year in Mobile: xAd
  • Global Marketer of the Year in Mobile: Mondelēz International
  • Global Publisher / Media Company of the Year in Mobile: WeChat
  • Global Operator of the Year in Mobile: Telefónica

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

Contact:
MMA
Rebecca Laming
Director of Communications
M: +1 917-558-1828
E: rebecca.laming@mmaglobal.com
or
GRC for MMA
Valerie Christopherson/Lora Friedrichsen
+1 949 608 0276
mma@globalresultspr.com

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