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MMA Unveils 2014 Global Smarties Winners Honoring Exceptional Campaigns in Mobile Marketing(PR Web Via Acquire Media NewsEdge) New York, NY (PRWEB) October 01, 2014 A stellar showcase of marketer, media, technology and agency excellence from around the world was presented tonight at the 2014 MMA Global Smarties Gala at the Highline Stages in New York City, where the winners of the coveted Global Smarties were revealed. As mobile technology and capabilities advance, creativity, innovation and impressive results in mobile marketing set the stage for a future of what's possible. The winners of the Smarties represent those who are blazing new trails, exhibiting bravery and innovation across the sizzling and competitive mobile marketing ecosystem. This year's most prestigious "Best in Show" was awarded to Hindustan Unilever and PHD for their "Kan Khajura Tesan" campaign in Bihar, India. This campaign leveraged the uniqueness of mobile by creating a new media channel to reach a rural population of 137 million who suffer from daily power cuts, but where 86 percent of the population owns a mobile phone. By delivering "free, on-demand and always-on" entertainment, Unilever was able to build a new loyal consumer base for a number of products to what has been an unreachable audience. "Khan Khajura Tesan was a beautiful campaign that proves that marketers are only limited by their own imagination regarding what's possible in mobile," said Sheryl Daija, chief strategy officer at the MMA. "This was truly a groundbreaking campaign where Unilever courageously leveraged the power of mobile. Many of the winners of the 2014 Smarties exhibited that while mobile is most global of media, it is also the most local." 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: Unilever • Marketer to Watch: Ford Motor Company • Media Company of the Year: Facebook • Agency of the Year: Razorfish "Unilever was honored as Marketer of the Year for their leadership and commitment to mobile on a worldwide basis," said Greg Stuart, CEO, at the MMA. "Their work and investment in mobile is a great example of how a brand is transforming their business through mobile. This year we received more innovative and inspiring entries than ever before, a sign that marketers are really thinking outside the box as the mobile space continues to evolve." In conjunction with the announcement of the Smarties Winners, the MMA also launched a Smarties Trend Report highlighting strategies behind some of the best practices framework based the winning campaigns. Some of the key trends included: 1. The Gateway to Dynamic Personalization • one to one engagement allows marketers to provide more personalized content. 2. The Consumer-Needs Compass • 20% of campaigns used location enabling brands to reach the right person at the right time, with the right message in the right place with the right mindset 3. The "Always on" Brand-Station • 40% of winning entries provided "always on" brand experiences provide entertainment or a specific service to their consumer 4. The Campaign Engagement Link • mobile-centric campaigns that harness mobile technology to amplify other channel efforts 5. The Mobile Social Influence • 33% of the winning campaigns show how brands are taking advantage of existing social platforms, and their users, to grow their brands in more organic ways. 6. The Internet of Things • product is now becoming a conduit of the message and brand experience. 2014 GLOBAL SMARTIES AWARD WINNERS: Best In Show Hindustan Unilever and PHD India Kan Khajura Tesan India MARKETING STRATEGY AWARDS BRAND AWARENESS Gold Hindustan Unilever and PHD India Kan Khajura Tesan India Silver Mercedes-Benz USA and Razorfish Take the Wheel USA Bronze KIA and MNET KIA "Game On" Australia LEAD GENERATION / DIRECT RESPONSE / CONVERSION Gold Mercedes-Benz USA and Razorfish Take the Wheel USA Gold WWF DENMARK & WWF TURKEY and 41? 29! #LastSelfie Turkey PRODUCT / SERVICES LAUNCH Gold Mercedes-Benz USA and Razorfish Take the Wheel USA Silver Qol Devices, Inc. and R/GA Alvio USA PROMOTION Gold Virgin Mobile Australia and Starcom Australia in partnerships with OGB & Havas Worldwide Virgin Mobile Game of Phones Australia Silver Old Navy and A2G Tweet For Your Feet USA Silver Unilever / Elidor (Sunsilk) and Manajans / JWT Catch Pink If You Can Turkey RELATIONSHIP BUILDING / CRM Silver DeVry Brasil and PorQueNão? DeVry Study Monitor Brazil Bronze Coca-Cola (Japan) Company, Limited and DENTSU INC. My Favorite Cafe - GEORGIA Vending Machine App Japan SOCIAL IMPACT / NOT FOR PROFIT Gold WWF DENMARK & WWF TURKEY and 41? 29! #LastSelfie Turkey Bronze NAMI NYC Metro and JWT New York I Will Listen USA WEARABLES IMPACT ON MARKETING Gold Rip Curl and VML Australia Rip Curl Search GPS Australia Silver Walgreens Balance Rewards USA Bronze Nike and R/GA New York Win the Hour USA CHANNEL MEDIA STRATEGY AWARDS CROSS MEDIA INTEGRATION Gold Dunkin' Donuts and Hill Holliday #DunkinReplay USA Silver Toyota Corolla and Saatchi & Saatchi LA Corolla Style USA Silver Unilever / Dove and Mindshare Helping Girls Love their Hair Deep Down to the "Cell-Fie" Vietnam CROSS MOBILE INTEGRATION Silver Beats Music and R/GA London Beats Music USA Bronze Tastic and Yonder Media in partnership with MediaShop and Tag Promotions Tastic Red Pot Campaign South Africa CROSS SCREEN ADVERTISING Gold Sony Electronics and UM and Amazon Media Group Sony 4K Ultra HD TV Launch USA Silver Samsung Electronics and Starcom MediaVest Group 1st Cross Screen, Real-time Audience Experience App in Turkey powered by Samsung Galaxy S5 Turkey Bronze Unilever China Walls Cornetto (icecream) and PHD China Cornetto - Express love in 8 seconds China IN-APP OR GAMING ADVERTISING Silver BENGAY® and Ansible BENGAY - CHAMPIONING MOVEMENT, IN THE MOMENT USA Silver Google Maps App and Essence Google Maps App QuizUp Campaign England Bronze State Farm and Rovio/Angry Birds State Farm & Rovio--Native/Mobile USA MESSAGING Silver DoSomething.org and Mobile Commons Mobile Commons & DoSomething.org Text with The President Campaign USA MOBILE APP Gold Nike and R/GA New York The Nike SB App USA Silver Beats Music and R/GA London Beats Music USA Bronze Sports Revolution and Sports Revolution CelticLIVE App England MOBILE SEARCH Gold Red Roof Inn and 360i Red Roof Inn Flight Cancellation Coup USA Silver TD Ameritrade and Adobe Leveraging Mobile to Drive Acquisitions USA MOBILE WEBSITE Gold Nike and Razorfish Hong Kong Nike Locker Room Hong Kong Bronze Lincoln and Team Detroit Lincoln.com Mobile Site Redesign USA NATIVE ADVERTISING Gold Google Maps App and Essence Google Maps App QuizUp Campaign England Bronze Jeep Cherokee and The Weather Company Jeep Native Takeover on The Weather Channel App for iPhone USA Bronze Lexus and Electronic Arts Lexus & Real Racing 3's Virtual Test Drive USA TABLET CAMPAIGN Gold Qol Devices, Inc. and R/GA Alvio USA Silver Amoedo and Artplan Pipe Burst Brazil Bronze Lincoln and Team Detroit 2013 MKZ/29HD Tablet Magazine Integration USA USE OF MOBILE SOCIAL MEDIA Silver Old Navy and A2G Tweet For Your Feet USA ENABLING TECHNOLOGIES LOCATION BASED Gold Virgin Mobile Australia and Starcom Australia in partnerships with OGB & Havas Worldwide Virgin Mobile Australia Australia Silver NEUTROGENA and Ansible Sun Activated Advertising USA VIDEO / RICH MEDIA Gold Nike and R/GA New York The Nike SB App USA Bronze Toyota Corolla and Saatchi & Saatchi LA Corolla Style USA INNOVATION Gold Qol Devices, Inc. and R/GA Alvio USA Silver Hindustan Unilever and PHD India Kan Khajura Tesan India Bronze P&G / Oral-B and Iconmobile Group Oral-B Bluetooth-Connected Electric Toothbrush and Application USA About the Mobile Marketing Association (MMA) The MMA is the world's leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA's mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA's mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know- how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development. Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate - Palmolive, Dunkin' Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L'Oréal, MasterCard, McDonalds, Microsoft, Mondelez International Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA's global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA please visit http://www.mmaglobal.com. Read the full story at http://www.prweb.com/releases/2014/10/prweb12218010.htm (c) 2014 PRWEB.COM Newswire |