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MMA Global 2014 Smarties shortlist unveils the best in mobile marketing from around the globe

Brands, agencies and innovators rise to the top of the exploding mobile marketing industry
As mobile technology and capabilities advance; creativity, innovation and impressive results in mobile marketing set the stage for a future of what's possible. After weeks of pre-screening from a panel of leading marketers and mobile experts, the Mobile Marketing Association (MMA) has released the finalists for the coveted 2014 Global Smarties™ Awards.

The shortlist, which includes close to 100 campaigns from 30 countries, represents those who are blazing new trails exhibiting bravery and innovation across the sizzling and competitive mobile marketing ecosystem. Now in its tenth year, the Global Smarties architects benchmarks and awards best-in-class mobile work from around the world. Judging of the Global Smarties shortlist takes place today in New York.

"I am honored to be leading the formidable group of brands and agencies through what I expect will be an animated day of debate and discussion as we dig deeper into each of the campaigns to determine the winners of the sought after Global Smarties," said Daniel Bonner, Global Chief Creative Officer of Razorfish. "Being at the center of discovering who is pushing the envelope and seeing great results with mobile marketing is what the Smarties awards are all about."

"The MMA Global Smarties Awards Program inspires the industry to reimagine their marketing strategies with mobile at the helm and move the needle for mobile marketing creativity, innovation and effectiveness," said Sheryl Daija, Chief Strategy Officer, MMA. "Even more so we are seeing mobile transform businesses to bring brands and consumers closer than ever before."

The 2014 Smarties shortlist include the following submissions:

Marketing Strategy Awards

Brand Awareness

  • Bank of America/Merrill Edge for "Face Retirement"
  • KIA for KIA "GAME ON"
  • Mercedes-Benz USA for "Take the Wheel"
  • Hindustan Unilever for "Kan Khajura Teshan"
  • Unilever China Walls Cornetto (icecream) for "Cornetto - Express love in 8 seconds"

Lead Generation / Direct Response / Conversion

  • Mercedes-Benz USA for "Take the Wheel"
  • WWF DENMARK & WWF TURKEY for "#LastSelfie"
  • OMO for "OMO Handwash campaign"
  • Mellow Mushroom for "Coca-Cola Share Happiness"

Product / Services Launch

  • Qol Devices, Inc. for "Alvio"
  • Mercedes-Benz USA for "Take the Wheel"
  • NCAA Digital for "NCAA March Madness Live"
  • Ferrero Canada Ltd / TIC TAC for "TIC TAC Flavour Faceoff"


  • KIA for "KIA "GAME ON"
  • Virgin Mobile Australia for "Virgin Mobile Game of Phones"
  • WWF DENMARK & WWF TURKEY for "#LastSelfie"
  • Old Navy for "Tweet For Your Feet"
  • P&G/Pantene for "Your Local Haircast"

Relationship Building / CRM

  • Samsung for "Owner's Hub"
  • Hindustan Unilever for "Kan Khajura Teshan"
  • Coca-Cola (Japan) Company,Limited. For "My Favorite Cafe - GEORGIA Vending Machine App"
  • DeVry Brasil for "DeVry Study Monitor"

Social Impact / Not For Profit

  • WWF DENMARK & WWF TURKEY for "#LastSelfie"
  • FamilyShare Network for "Evil Did Not Win"
  • NAMI NYC Metro for "I Will Listen"
  • PETA for "PETA Taps Integrated Mobile Campaigns to Rally Viral Advocacy and Help Animals"

Wearables Impact on Marketing (NEW)

  • Volvo Cars for "The Wearable Volvo"
  • Rip Curl for "RIP CURL SEARCH GPS"
  • Walgreens for "Balance Rewards"
  • Trellie Inc. for "Mom - Influencer Campaign"
  • Nike for "Win the Hour"

Channel/Media Strategy Awards

Cross Media Integration

  • Unilever / Dove for "Helping girls love their hair deep down to the "Cell-Fie"
  • Unilever/ Zhonghua (Oral Care) for "Zhonghua - One Hundred Million Smiles"
  • Dunkin' Donuts for "#DunkinReplay"
  • Proctor & Gamble Pantene for "Pantene Weather Program"

Cross Mobile Integration

  • P&G/Pantene for "Your Local Haircast"
  • Beats Music for "Beats Music"
  • Unilever/ Zhonghua (Oral Care) for "Zhonghua - One Hundred Million Smiles"
  • Tastic for "Tastic Red Pot Campaign"

Cross Screen Advertising

  • The Lincoln Motor Company for "Lincoln MKZ"
  • Samsung Electronics for "1st Cross Screen, Real-time Audience Experience App in Turkey powered by Samsung Galaxy S5"
  • Unilever China Walls Cornetto (icecream) for "Cornetto - Express love in 8 seconds"
  • Sony Electronics for "SONY 4K ULTRA HD TV LAUNCH"

In-App or Gaming Advertising

  • Nike for "The Nike SB App"
  • Boehringer / Buscopan for "Untie the Knots "
  • CIA App for "Christina Gielstrup"


  • Mobile Commons & for "Would You Rather" for Financial Education"
  • Mobile Commons & for Text with The President Campaign"
  • Dove for "Dove, 'Dove 7 Day Challenge'"
  • Sony Music for "Sony Records, IPG Media Lab and Kik Launch First Global Music Marketing Campaign with One Direction"

Mobile App

  • Samsung for "nMusic "
  • Bank of America/Merrill Edge for "Face Retirement"
  • Nokia for "JobLens Mobile App"
  • Sports Revolution for "CelticLIVE App"

Mobile Search

  • Red Roof Inn for "Red Roof Inn Turns Flight Cancellations into Customers"
  • UPS for "UPS Mobile Career Site"
  • MTG - Metalogenia for "Mubiquo Apps, S.L"
  • TD Ameritrade for "Adobe Search Team

Mobile Website

  • Nike for "Nike Locker Room"
  • Toyota Corolla for "Corolla Style"
  • AT&T for "AT&T Career Site"
  • Unilever / Elidor (Sunsilk) for "Catch Pink If You Can"
  • Lincoln for " Mobile Site Redesign"

Native Advertising (NEW)

  • Jeep / Cherokee for "Jeep Weather Native iPhone Takeover"
  • Lexus for "Lexus & Real Racing 3's Virtual Test Drive"
  • Google Maps App for "Google Maps App QuizUp Campaign"
  • Hindustan Unilever for "Kan Khajura Teshan"

Tablet Campaign

  • Qol Devices, Inc. for "Alvio"
  • Amoedo for "Pipe Burst"
  • CIM - Women Integration Centre for "The Touch-Scream Ad"
  • Lincoln for "2013 MKZ/29HD Tablet Magazine Integration"

Use of Mobile Social Media

  • Coca-Cola for "Coca-Cola Happiness Flag"
  • Audi for "Audi Takes Snapchat By Storm On Super Bowl Sunday"
  • Rexona for "Rexona Move - The World's Longest Relay Race"
  • Unilever Indonesia for "Citra Night Call"
  • Old Navy for "Tweet For Your Feet"


  • KIA Motor Australia for "KIA "GAME ON"
  • Ford for "Bringing the Ford F-150 to Life in Innovative 3D Mobile Ad Experience"
  • P&G / Oral-B for "Oral-B Bluetooth-Connected Electric Toothbrush and Application"
  • JetBlue for "Air on the Side of Humanity"

Location Based

  • Virgin Mobile Australia for "Virgin Mobile Game of Phones"
  • Proctor & Gamble Pantene for "Pantene Weather Program"
  • Little Caesars for "Little Caesars"


  • Kum & Go for "Kum & Go's Deal of the Week"
  • Metal Mulisha for "Metal Mulisha Drives Sales and Improves Mobile Experience with Reflektion"
  • Mango for "MUBIQUO APPS, S.L"
  • Sam's Club for "Sam's Club 2013 Holiday Mobile Web Initiative"

Video / Rich Media

  • Nike for "The Nike SB App"
  • Toyota Corolla for "Corolla Style"
  • Unilever China Walls Cornetto (ice cream) for "Cornetto - Express love in 8 seconds"
  • Disney for "Disney Infinity"
In addition to the categories outlined, there will also be Smarties Industry Awards presented to recognise the top brand marketer, agency, media company and technology enabler. The Global Smarties award winners will be announced at a ceremony on Wednesday, October 1, 2014, culminating the mobile marketing's flagship MMA SM2 Innovation Summit, in New York City.

Additionally the short-lists for the regional and in-country Smarties for APAC, EMEA, LATAM, North America, China, India, South Africa, Turkey and UK will be announced over the next couple of weeks.

For more information on the Smarties, please visit:

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 organisations 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, m-commerce 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

Mobile Marketing Association's press office

Mobile Marketing Association
The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies globally and 70 members in South Africa.