Campaigns exhibiting creativity and effectiveness, along with technical sophistication and consumer relevance from around the EMEA region compete to win coveted MMA EMEA Smarties™ awards.

London – Tuesday Sept 6, 2016 – The Mobile Marketing Association (MMA) EMEA revealed the finalists for the MMA EMEA 2016 Smarties ™ Awards, a shortlist that celebrates the talent and companies that have harnessed the power of mobile and embraced the opportunity to be creative, effective and innovative in their campaigns.

The outreach was the widest yet, with entries received from all parts of the region. Whilst the UK, France and Turkey were well represented, there was significant growth in entries from Russia, Germany, the Middle East, South Africa, Nigeria and Kenya.

The shortlist was selected by the Smarties™ Pre-­‐Screening Council, which consists of more than 100 senior level mobile practitioners and is then judged by a panel of senior marketers and agency professionals under the stewardship of Jury Chair, David Lowes, CMO, Samsung Electronic Europe. Submissions are evaluated against four criteria: strategy, execution, creativity, and results.

“I must congratulate those who have made this year’s shortlist. Marketers continue to seek to stand out in delivering their brands message on mobile, so it was challenging but invigorating and eye opening judging these entries to deliver the final winning campaigns,” said Lowes. “Quality, variety and effectiveness came to the fore and its great for us as marketers to see work from outside our sectors and geography.”

“Based on the judging criteria used to win a Smarties™ it is now more evident than ever that mobile holds a special ability to engage and interact, bringing brands closer to their consumers,” commented Chris Babayode, MD MMA EMEA. “ This has been shown across the whole region – from north to south and east to west, as marketers and agencies showcase new, innovative and effective ways to drive their businesses forward using mobile.”

The shortlist for the 2016 MMA EMEA Smarties™ Awards includes:

Brand Awareness:

  • Turkcell Dialogue Museum | Opera Mediaworks
  • #FeelWimbledon | Mindshare UK
  • Music Is Under This Cap | Neodigital
  • Canon “Come and See” Canon | PHD/Blis Media
  • Stop watching, Start Living Renault | Nmobs

Lead Generation:

  • Wish Delivery Ad Media Markt | Opera Mediaworks
  • Royal Canin Offers Factory Royal Canin | Ruskan LLC
  • Audi Be my ValenTTine AUDI AG | Razorfish GmbH
  • K1664 Heineken/ Kronenbourg | MediaVest
  • The #MoreThanAPhoneNG Campaign Samsung Nigeria | Terragon Group

Product / Services Launch:

  • Turk Telekom Serial Banners Turk Telekom | Opera Mediaworks
  • #FeelWimbledon Jaguar | Mindshare UK
  • #YouGottaDry Unilever / Axe | Gorilla and Mindshare
  • Music Is Under This Cap Efes Pilsen -­‐ Müzik Bu Kapağın Altında | Neodigital

Promotion:

  • Carving Labs Picard | Carving Labs
  • Blow Ad KOÇTAŞ | Zer
  • Royal Canin Offers Factory Royal Canin | Ruskan LLC
  • Together Unilever | Gorilla and Mindshare

Social Impact / Not for profit:

  • Lynx and CALM #Biggerissues Unilever -­‐  Lynx | Mindshare UK
  • South Africa 2016 Municipal Elections Registration Campaign IEC South Africa | Yonder Media
  • Memories Matter Project We Forgot | MediaVest I Spark
  • Unilever AdCharity Unilever/Lipton, Knorr, Clave, Rexona | Initiative

Cross Media / Cross Mobile Integration:

  • Spark Brilliance Nike | Mindshare
  • Brandtone & Tusker -­‐ Team Kenya Tusker  | Brandtone
  • Blue Band – Good Breakfast Challenge Blue Band Kenya | Liquorice
  • #YouGottaDry Unilever / Axe | Gorilla and Mindshare
  • Garanti Bank “Meet with Ugi” Digital Campaign Garanti Bank | Ram Istanbul
  • Ask ile Yap Shazam Arcelik | Mindshare Medya A.Ş

Marketing within a Mobile Gaming Environment:

  • Happy Studio McDonald’s | R/GA London
  • Paramount Pictures International, MEC, and Phunware Rev Up Mobile Advertising for “Mission: Impossible -­‐  Rogue Nation” Paramount Pictures International | MEC

Messaging:

  • South Africa 2016 Municipal Elections Registration Campaign IEC South Africa | Yonder Media

Programmatic:

  • Canon “Come and See” Canon | PHD/Blis Media
  • Campaign : I love my bar Pernod Ricard | Gamned

Mobile App:

  • Shell Motorist App Shell | Mobgen
  • Happy Studio McDonald’s | R/GA London
  • BIC®Kids DrawyBook Société BIC | Engine Creative Agency Ltd
  • Evi Van Lanschot | Mobgen

Mobile Website:

  • Love Seat Samsung Electronics Turkey / Galaxy A | Opera Mediaworks
  • What A Nice Thing Is Football! Turkcell | Open
  • Hologram Tales with C-­‐Max Ford | Zer
  • Look Good Center Unilever | Liquorice

Mobile Native:

  • Fill The Banner Samsung Electronics Turkey / Galaxy Note 5 | Opera Mediaworks and Starcom MediaVest Group Turkey
  • South Africa 2016 Municipal Elections Registration Campaign IEC South Africa | Yonder Media
  • Cereyan Media Garanti Bank | Cereyan Media
  • Paramount Pictures International, MEC, and Phunware Rev Up Mobile Advertising for “Mission: Impossible -­‐  Rogue Nation” Paramount Pictures International | MEC

Tablet Campaign:

  • #SEETHEBIGPICTURE Amnesty International | Wanda Digital
  • Happy Studio McDonald’s | R/GA London

Mobile Social:

  • Axe One Song Stand Unilever / Axe Black Night | J. Walter Thompson Manajans
  • Let The Summer Begin Unilever Algida
  • Memories Matter Project We Forgot | MediaVest I Spark
  • #YouGottaDry Unilever / Axe | Gorilla and Mindshare
  • #FeelWimbledon Jaguar | Mindshare UK

Innovation:

  • Spark Brilliance Nike | Mindshare
  • Wish Delivery Ad Media Markt | Opera Mediaworks
  • South Africa 2016 Municipal Elections Registration Campaign IEC South Africa | Yonder Media
  • Baywa Weather application Baywa | Dell International Services
  • Stop watching, Start Living Renault | Nmobs

Location Based:

  • Together Unilever | Gorilla and Mindshare
  • #FeelWimbledon Jaguar | Mindshare UK
  • Canon “Come and See” Canon | PHD/Blis Media

Mobile Payments:

  • ZUBİZU Doğuş Müşteri Sistemleri | People Initiative

Mobile Video:

  • Mercedes A Series Mercedes Benz | Opera Mediaworks
  • Spark Brilliance Nike | Mindshare
  • Axe Basta Unilever / Axe | Initiative
  • Canon “Come and See” Canon | PHD/Blis Media
  • South Africa 2016 Municipal Elections Registration Campaign IEC South Africa | Yonder Media

The finalists and winners will be honoured at a Celebration of talent evening on Tuesday, November 22nd 2016 at The Royal Garden Hotel, 2-­‐24 Kensington High St, London W8 4PT, rewarding those who’ve delivered excellence, innovation and effectiveness in Mobile Marketing.

In addition, a number of Industry Awards (representing the best in the mobile marketing industry) will be presented for both the UK & EMEA region, including:

  • Best in Show
  • Jury Special Award
  • Marketer of the Year
  • Agency of the Year
  • Publisher / Media Company of the Year
  • Enabling Technology Company of the Year

The MMA is collaborating with Millward Brown to analyse the shortlist and publish an EMEA Trends Report. This report will offer marketers insights on best practices, key trends, and factors that contribute to a winning mobile campaign.

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