Global mobile marketing award winners announced

“Energy and interest in mobile marketing is growing, based on the strength of the over 260 global submissions to this year's MMA Awards program,” said Laura Marriott, president of the MMA. “These finalists and winners all demonstrate success in their initiatives and will become good resources for others when they choose to enter the mobile marketing industry.”

“The quality of submissions always makes judging the MMA Awards a challenging but rewarding experience,” said Cyriac Roeding, executive vice president at CBS. and global chairman of the MMA. “This year's submissions were no exception, and they highlight why brands and marketers continue to view the mobile channel as a highly effective way to reach consumers anytime, anywhere.”

Worldwide submissions

The MMA received submissions from companies worldwide across 12 categories. Finalists were selected by an Awards Selection Committee, comprising industry leaders from wireless carriers, technology and content providers, agencies and leading industry publications.

The 2007 MMA awards winners, finalists and honorable mentions are:

Best Use of Mobile Marketing, Branding

Winner: The Hyperfactory and Saatchi & Saatchi LA, for the Toyota FJ vs. Baja 1000 campaign
Finalists: AKQA Mobile, Quattro Wireless
Honorable Mention EMEA: Universal McCann
Honorable Mention North America: Motricity

Best Use of Mobile Marketing, Cross-Media Integration

Winners: adidas, Isobar and Neighborhood America, for the NBA All-Star Week 2007 campaign
Finalists: Bravo To Go and The Hyperfactory and Saatchi & Saatchi New Zealand
Honorable Mention EMEA: Aerodeon Turkey

Best Use of Mobile Marketing, Direct Response

Winner: Reliance Communications Ltd., for the Fair & Lovely Scholarships 2007 campaign
Finalists: Mobile Dreams Factory, MindShare Interaction India and ICICI Prudential Life Insurance and Vibes Media
Honorable Mention APAC: Affle & Aviva
Honorable Mention North America: Discovery Channel, Fathom Online, MobiTV and SoLow, a division of SendMe Mobile, Inc.

Best Use of Mobile Marketing, Product/Services Launch

Winner: The Hyperfactory and Saatchi & Saatchi LA, for the Toyota FJ vs. Baja 1000 campaign
Finalists: Microsoft and MindMatics AG
Honorable Mention EMEA: Mobile Dreams Factory and RATP – The Parisian Tube, Aerodeon France(an Isobar company)

Best Use of Mobile Marketing, Promotion

Winner: Mobiento Médecins Sans Frontières Sweden, Telenor Sverige AB, for the Working week with Doctors Without Borders campaign

Finalists: Limbo & Verizon Wireless and The Hyperfactory
Honorable Mention North America: Discovery Channel, Fathom Online, MobiTV and SoLow, a division of SendMe Mobile, Inc.

Best Use of Mobile Marketing, Relationship-Building

Winner: R/GA, for the Nike Zoom Mobile campaign
Finalists: GOSUB 60, Inc. and The Hyperfactory

Innovation

Winner: iLoop Mobile, Inc., for the iLoop Mobile mFinity™ Platform
Finalists: Gotuit and Hill Holliday & VeriSign
Honorable Mention APAC: Affle

Innovation for Creativity in Media

Winner: AirPlay, for the NBA AirPlay Live campaign
Finalists: Hearst Digital Media and The Hyperfactory and Ogilvy Hong Kong

Honorable Mention APAC: The Hyperfactory and Saatchi & Saatchi New Zealand
Honorable Mention EMEA: Mobile Dreams Factory

Innovation for Creativity in Technology

Winner: RATP, the Parisian Tube, Aerodeon France(an Isobar company), for best use of mobile video My RATP in my pocket
Finalists: Celltick Technologies, Scottish Power and Incentivated

Academic of the Year

Winners: Heikki Karjaluoto, University of Jyväskylä, and Matti Leppäniemi, University of Oulu

Overall Excellence (Company or Committee)

Winner: MMA Academic Outreach Committee

Outstanding Individual Achievement in Mobile Marketing

Winner: Michael Becker, EVP Business Development, iLoop Mobile, Inc.

“I am honored and humbled for having been bestowed such a prestigious award,” said Michael Becker, EVP business development for iLoop Mobile. “This award is an acknowledgment of the positive impact my work has had on our young and burgeoning industry, and I'm thankful for the recognition. I am also thankful to all those that have supported me over the years, including the MMA staff, industry and academic colleagues, iLoop Mobile associates and my family, this award is a testament to the tremendous assistance, contributions and encouragements they've afforded me.”

The next MMA Mobile Marketing Forum will be held 6 December 2007 in Hong Kong. For the agenda and other information, go to www.mobilemarketingforum.com.