MMA announces the winners of the Smarties™ 2015 EMEA Awards

Turkcell and R/GA London awarded “Best in Show” for Healthmetre; Unilever’s Rexona with Mindshare Turkey, Wanda and Mobilike highly recommended; Unilever and Mindshare receive Industry Awards Accolades Marketer and Agency of the Year respectively.

Istanbul – November 6, 2015 – Accelerating the transformation of marketing through mobile was vey much in evidence last night from brands, agencies, vendors and tech enablers from across the whole EMEA region at the 2015 MMA EMEA SmartiesTM Gala at the Wyndham Grand, Istanbul Levent, where the winners of the coveted MMA EMEA SmartiesTM were revealed.

Entries to the Awards grew threefold on the inaugural event from last year with significant increases in the brand awareness, innovation, mobile app, mobile site, and location targeting categories. The mobile marketing campaigns that won were those that best delivered against their objectives as measured by their strategy, creativity and business effectiveness. Plenty of evidence was on show to support the proposition that ‘mobile is the closest you can get to your consumers.’

This year’s “Best in Show” Industry Award went to Turkcell and R/GA London for their “Healthmetre” Campaign. Turkcell set out to make a difference for diabetes sufferers with a brand new way to record diabetes data using a solution that was purely mobile. It involved using a wireless blood meter connecting via Bluetooth to a smartphone that automatically logs readings to its app. The app maps the blood level readings to images from Instagram creating an immediate visual diary of the condition.
Highly recommended was Unilever’s Roxana campaign from Mindshare Turkey, Wanda, and Mobilike.

” The volume, quality and focus on creative innovation with tangible business results delivering valuable returns on investment were the key take outs from this years MMA EMEA SmartiesTM winners. Congratulations to all last night’s winners who clearly demonstrated the power of creativity combined with effectiveness and who raised the bar in what is possible within mobile marketing,” said Chris Babayode, Managing Director, MMA EMEA.

Industry Awards, recognising commitment to and investment in mobile marketing, were being awarded for the first time in the EMEA region and included:

Marketer of the Year: Unilever
Agency of the Year: Mindshare

Winning entries form the basis of the MMA’s Case Study Hub, where over 550 campaigns, highlight the best in mobile advertising and marketing from around the globe. This year, MMA EMEA worked with Millward Brown to produce a 2015 EMEA Trends Report – an analysis of smart mobile creativity – answering the question “what differentiates good from great mobile creative?” Copies will be published here shortly:


Turcell and R/GA London, Healthmetre

Unilever’s Rexona with Mindshare Turkey, Wanda and Mobilike

To find a gallery of all the EMEA winners click here.

Brand Awareness

Gold – Unilever / Rexona and Mindshare Turkey / Wanda / Mobilike “Who Does More?”
Silver – Turkcell and R/GA London “Healthmetre”
Bronze – Hungry Lion and Yonder Media in partnership with the MediaShop “Hungry Lion Lucky Bucket Campaign”

Lead Generation

Gold – Unilever and Thumbtribe “Unilever Deals”
Silver – Stüdyosu Ltd. Şti. “Algida #icecreamfromthesky Campaign”
Product / Services Launch
Gold – P&G / Oral-B and iconmobile “Oral-B SmartSeries Mobile Application”
Silver – Unilever / Axe Black and J.Walter Thompson Manajans “The Silent Movement In The Loudest Country”
Bronze – Isbank and Tribal Worldwide Istanbul “A first in Turkey: Touch ID Technology on IsCep”


Gold – Hungry Lion and Yonder Media in partnership with theMediaShop “Hungry Lion Lucky Bucket”
Silver – Magnum – Unilever and Liquorice in collaboration withMindshare “#CelebrateWithMagnum”
Cross Media / Cross Mobile Integration
Gold – Unilever / Rexona and Mindshare Turkey / Wanda / Mobilike “Who Does More?”
Silver – Algida /Unilever and Mr. Lama Teknolojileri Oyun ve Prodüksiyon Stüdyosu Ltd. Şti. “Algida #icecreamfromthesky Campaign”
Bronze – ibis – une marque du groupe AccorHotels and meltygroup “Snap Trip”

Marketing within a Mobile Gaming Environment

Bronze – Vodafone and Mindshare “Freezone Gaming Stars”


Silver – Financial Times and Essence “Financial Times – Avatar”

Mobile App

Gold – Turkcell and R/GA London “Healthmetre”
Silver – P&G / Oral-B and iconmobile “Oral-B SmartSeries Application”
Bronze – Shell and MOBGEN “Shell Motorist App”

Mobile Website

Gold – Samsung Turkey and Starcom MediaVest Group Turkey/ mobilike “Perfect Handwriting with S Pen”
Silver – Mindshare Turkey & mobilike “Share Your Passion”

Mobile Social

Gold – Heineken and R/GA London “Heineken @WhereNext”
Gold – Vodafone and Mindshare “Between Us- Hurriyet Social”
Bronze – Unilever / Axe Black and J.Walter Thompson Manajans “Trending Outdoor”


Silver – Neutrogena and mobilike / Mindshare Turkey “Neutrogena – Winter Love”
Bronze – Turkcell and BPN Istanbul & mobilike “Turkcell Connect: Internet in Offline Mode”

Location Based

Gold – Heineken and R/GA London “Heineken @WhereNext”
Silver -Turkcell and BPN Istanbul & mobilike “Turkcell Connect: Internet in Offline Mode”
Bronze – Haçiko and mobilike “BarkBeacon: A Modern Fable”

If you want to discover all winners from all regions, click here