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See who made the 2019 SA MMA Smarties shortlist

2 Oct 2019

The Mobile Marketing Association (MMA) has announced the South Africa MMA 2019 Smarties shortlist.

Image credit: MMA.

Smarties judges a campaign’s impact on business results. This year, the awards received double the amount of entries – highlighting the important and central role that mobile plays in marketing today.

The Smarties Awards has 18 categories – which marketers, agencies and tech-enablers entered their work into. Judging took place in September by a panel of industry experts, including Smarties jury chair, Samsung Africa chief marketing officer Dudu Mokholo.

Commenting on the quality of this year’s work, Mokholo says: “It was such a pleasure reviewing the entries across all categories. The standard of work continues to improve across the industry. It is really encouraging to see such a high level of quality workmanship submitted for this year's entries.”

Mindshare leads this year's shortlist – appearing in 10 categories for its work on KFC and Capitec, respectively.

See who else made the cut, this year!

Mobile Search

Retroviral/Retroviral – #TheBestDick

Brand Awareness

Tinkies/Hello Square – The Mega Mash-Up
Renault Kwid/AdColony and OMD South Africa – AdColony & Renault Kwid
Biogen/Retroactive – #BiogenJourney
Pepsi Max/Mark1 – Win Like a Baller
Pernod Ricard/Publicis Machine – Be Curious Influencer Drop
KFC/Mindshare – Zinger Chutney Burger
KFC/Mindshare – KFC Dunked Burger
McDonald's South AFrica/McDonald's South Africa – Know Our Food, Know Our People

Lead Generation/Direct Response/Conversions

KFC/Yonder Media – KFC Africa CRM Rewards Solution
Survivor/Retroviral – Outwit. Outplay. Outdoor
Heineken/BOTTES - the Alcohol Delivery App – BOTTLES x Heineken Alcohol Delivery Campaign
Capfin/Mindshare – Capfin Everywhere
Saints Wines/SilverstoneCIS – DGB Saints Wines - Pick your Saint

Product/Services Launch

FirstCheck/Digital Solutions Group – First Check
Otees/Yonder Media – Otees Mobile Game
Golden Cloud/Justpalm – Cake in a Mug in 90 seconds
Tinkies/Hello Square – The Mega Mash-Up
KFC/Mindshare – KFC Dunked Burger
KFC/Mindshare – Zinger Chutney Burger
McDonald's South Africa/McDonald's South Africa – The Happy Meal Readers
Incredible Connection/SilverstoneCIS – Incredible Connection - Tinder for Tech

Relationship Building/CRM

KFC/Yonder Media – KFC Africa CRM Rewards Solution
MultiChoice/MultiChoice – MultiChoice WhatsApp self-service bot
McDonald's South Africa/McDonald's South Africa – The McDonald's App
NuMetro/SilverstoneCIS – NuMetro Unlock the Experience

Social Impact/Not For Profit

Road Accident Fund/Mark1 – Don’t take a life before it has begun
Pernod Ricard/Machine a Division of MMS Communications SA (Pty) Ltd – 141 Water
Zenith/Futuretech Media – Durex

Cross Media

Biogen/Retroactive – #BiogenJourney
Standard Bank/Mobiclicks – Standard Bank Cricket World Cup 2019
Pepsi Max / Mark1 – Win Like a Baller
KFC/Mindshare – KFC Kentucky Bucket TV Sync
Capfin/Mindshare – Capfin Everywhere
KFC/Mindshare – KFC Dunked Burger
KFC/Mindshare – Zinger Chutney Burger

Cross Mobile Integration

Tinkies/Hello Square – The Mega Mash-Up
All Gold/Freshive – It's All Good. It's All Gold
Heineken/BOTTES - the Alcohol Delivery App – BOTTLES x Heineken Alcohol Delivery Campaign
Pepsi Max/Mark1 – Win Like a Baller
Cleanipedia.com/Digitas Liquorice – Unclean Catalogue
KFC/Mindshare – Zinger Chutney Burger
Zennith/Futuretech Media – Dettol
Advertiser/Futuretech Media – Shell 5in5

Mobile Gaming, Gamification and E-Sports

Otees/Yonder Media – Otees Mobile Game
Vizeum/Futuretech Media – Carling Black label

Mobile Social

LegalWise/Yonder Media – LegalWise 16 Days of Activism
Nespray/Justpalm – Back to School
AXE/Gorilla – AXE Level Up
RocoMamas/Retroviral – Smashing Social
Carling Black Label/Ad Dynamo International (Pty) Limited – Carling Black Label
All Gold/Freshive – It's All Good. It's All Gold
Pepsi Max/Mark1 – Win Like a Baller
Hellmann's Mayonnaise/Digitas Liquorice – Delicious Surprise

Mobile Video

LegalWise/Yonder Media – LegalWise 16 Days of Activism
Renault Kwid/AdColony and OMD South Africa – AdColony and Renault Kwid
Samsung Mobile South Africa/AdColony – AdColony Samsung Mobile S9
McDonald's South Africa/McDonald's South Africa – McCafe 360 Glam Cam

Location-Based Services or Targeting

FirstCheck/Digital Solutions Group – First Check
Heineken/BOTTES - the Alcohol Delivery App – BOTTLES x Heineken Alcohol Delivery Campaign
Dischem/Mobiclicks – Dischem - Sports Supplement Weekend Sale
Vicinity Media/Vicinity Media – VisitAbility

Mobile Payments

Nespray/Justpalm – Back to School
Miller Genuine Draft/Justpalm – Fresh Take
Sanlam/Digitas Liquorice – Sanlam Now Cover

Innovation

Nespray/Justpalm – Back to School
MultiChoice/MultiChoice – MultiChoice WhatsApp self service bot
Steers/AdColony and The MediaShop – AdColony & Steers Ribster Build a Burger
Telkom Mobile/AdColony and Vizeum – AdColony Telkom Summer Aurora
AXE/Gorilla – AXE Level Up
Makro/Freshive – Makro Black 5 Day Price Funding
Total/Total SA/Ad Dynamo/Ad Dynamo – Total Twitter In-stream Live Show Sponsorship
Knorr/Digitas Liquorice – Takeaway Takeover

Some of last year's Smarties winners.

Mobile App

FirstCheck/Digital Solutions Group – First Check
Heineken/BOTTES - the Alcohol Delivery App – BOTTLES x Heineken Alcohol Delivery Campaign
Knorr/Digitas Liquorice – Takeaway Takeover
Scottish Leader/Digitas Liquorice – I See A New Perspective
Knorr/Digitas Liquorice – Goodness Calendar