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    2021 SA Smarties Awards winners turn lemons into lemonade

    Winners of the 2021 South Africa Smarties Awards, the gold standard of mobile marketing excellence in the industry that is enabled by Meta, MTN, Standard Bank and The Pendoring Awards, have been announced.
    Source: © MMA {{www.facebook.com/MobileInSA/ MMMA]]
    Source: © MMA {{www.facebook.com/MobileInSA/ MMMA]]

    Honoured across 25 categories, the 38 judges have remarked that the quality of work submitted this season far exceeded their expectations – especially when marketing budgets across the board were cut due to ongoing Covid-19 challenges.

    Producing work on point

    “The impact of the pandemic was felt on brands’ pockets, and as we all know, among the first things to go is marketing spend. This did not deter the Smarties Awards winners who turned lemons into lemonade, producing work that was on-point and relevant to the times that we live in and where every cent counts,” comments Luisa Mazinter, MMA SA chair emeritus Smarties Awards.

    These sentiments were echoed by the judges who expressed the need for brands to show real return on investment and that mobile marketing technologies can solve business problems by engaging target audiences in an authentic way, resulting in strong calls-to-action.

    An emphasis on business results

    “Where the Smarties is distinct is that it places a weighting of 40% on business outcomes, while strategy, creativity and execution account for 20% each.

    “The reason for these splits is to ensure that the campaigns that are awarded are producing results that impact the business positively and are not only creative executions for the sake of it; there is no room for fluff,” comments Mazinter.

    Pendoring Multilingual Marketing Efficiency Award

    The 2021 Smarties also saw the introduction of the Pendoring Multilingual Marketing Efficiency Award in partnership with Hollard. The timing for the Award was opportune as it ties into the UN’s launch of the Decade of Indigenous Languages, which began this year in 2022 and ends in 2030.

    Boniswa Pezisa, executive director at Mediology and Pendoring jury president, says of this important Award, “As a multicultural nation brands need to engage and reach their customers in their own languages. We have seen some of the entries use language in an amazing way and they’ve broken through with their marketing efforts.”

    As is traditional of the Smarties Awards, all winners – Gold, Silver and Bronze – will be entered into the global Mobile Marketing Associations’ Business Impact Index (BII) Awards. Launched in 2018 it is the first and only global mobile marketing Index that identifies, ranks and awards top agencies, brands and technology enablers that drive significant business impact through mobile-first campaigns.

    Of the best work ever

    “We congratulate all the winners from the 2021 Awards, the level of work is among the best we have ever had. This is a real boon especially given the conditions in which the work was being implemented,” concludes Mazinter.

    An Awards ceremony will take place on 6 April in Johannesburg to give the winners their trophies. The 2021 BII winners will also be announced and theme for the 2022 Smarties Awards announced.

    All the winners

    All the 2021 winners can be viewed here.

    Brand Awareness
    AWARDAGENCYCAMPAIGNBRAND
    GoldMatchKit and PR MachineSouth Africa Crowdfunds Medal Bonuses for our OlympiansMatchKit
    SilverPHD Media, Edelman and JWTBorn This WayLux, Unilever
    BronzeAdColony & IntimediaConverse Connects with Consumers through captivating Mobile Video Execution with AdColonySkye Distribution / Converse
    Lead Generation / Direct Response / Conversions
    GoldHellosquareFacebook Flavoured TinkiesTinkies
    SilverYonder MediaKFC Vernac TestKFC South Africa
    BronzeTelesure Insurance Holdings (TIH)1st for Women Insurance - Defender Campaign1st for Women Insurance
    Product / Services Launch
    GoldHellosquareFacebook Flavoured TinkiesTinkies
    BronzeHellosquareAre You Bold Enough?Galito's Flame Grilled Chicken
    Promotion NEW
    GoldYonder MediaKFC Virtual Buckets "gold hunt"KFC South Africa
    Special Edition Pendoring / Multi-lingual Award
    GoldYonder MediaKFC Vernac TestKFC South Africa
    GoldVMLY&RNando's Voice of The PeopleNando's
    BronzeOliver Marketing (Ustudio)Aromat Comedy Club Season 2Aromat
    Mobile Gaming, Gamification & E-Sports
    Gold:Yonder MediaKFC Virtual Buckets "gold hunt"KFC South Africa
    SilverShopriteCheckers Xtra Savings Spin2WinCheckers Xtra Savings
    BronzeAdColony & IntimediaConverse Connects with Consumers through captivating Mobile Video Execution with AdColonySkye Distribution / Converse
    BronzeAdColony & ZenithDisney’s Luca’s meaningful Mobile Video Execution with AdColonyDisney
    Mobile App
    GoldMatchKit and PR MachineSA Hockey crowdfunds its way to the OlympicsMatchKit
    BronzeRooftop#TheHumanRaceUnited Nations Office for the Coordination of Humanitarian Affairs
    BronzeBluegrass DigitalBio-Oil Internal Brand Communication PlatformBio-Oil
    Social Media Marketing NEW
    GoldMark1 in partnership with DUKE Advertising and Positive DialogueDala Your ColourJIVE
    SilverWunderman Thompson South AfricaBe the LightVodacom South Africa
    BronzeHellosquareAre You Bold Enough?Galito's Flame Grilled Chicken
    Social Messaging / Chat Apps / Text Messaging NEW
    GoldDigify AfricaA WhatsApp Learning Bot For African EntrepreneursMETA
    SilverHellosquareA Fresh StartAlbany Bakeries
    SilverPraekelt ConsultingSmartStart Automated WhatsApp AssistantSmartStart (built by Praekelt Consulting
    Social Commerce NEW
    SilverYonder MediaKFC "Convince the Colonel" mCommerce launchKFC South Africa
    Influencer Marketing NEW
    SilverOliver Marketing (Ustudio)Shield Move More At HomeShield
    SilverMark1 in partnership with DUKE Advertising5 Seconds of FunnyJIVE
    Innovation
    GoldYonder MediaKFC "Convince the Colonel" mCommerce launchKFC South Africa
    SilverYonder MediaKFC Virtual Buckets "gold hunt"KFC South Africa
    BronzeWunderman Thompson South AfricaPlayStation South Africa - The Last of Us Part IIPlayStation South Africa
    Location Based Targeting
    SilverMark1 in partnership with DUKE Advertising and Positive Dialogue#YouBelongToCelebrateAB InBev
    BronzeVicinity Media#WhereIsMyAd campaignVicinity Media
    BronzeHellosquareFruit ForecastKOO
    mCommerce
    SilverMatchKit and PR MachineSouth Africa Crowdfunds Medal Bonuses for our OlympiansMatchKit
    BronzePraekelt ConsultingSupersonic (MTN Fibre-To-The-Home)MTN
    Mobile Video
    SilverAdColony & IntimediaConverse Connects with Consumers through captivating Mobile Video Execution with AdColonySkye Distribution / Converse
    SilverAdColony & Zenith MediaSamsung’s S21 Ultra Mobile Video Execution with AdColonySamsung
    Data/Insights
    GoldShopriteCheckers Xtra Savings Personalised OffersCheckers Xtra Savings
    SilverHellosquareFacebook Flavoured TinkiesTinkies
    Social Responsibility
    SilverRooftop#TheHumanRaceUnited Nations Office for the Coordination of Humanitarian Affairs
    Brand Purpose
    GoldOgilvyPEP Kids - Wishing the World WellPEP Stores South Africa
    SilverOliver Marketing (Ustudio)OMO Play More, Learn MoreOMO
    Customer Experience
    GoldYonder MediaVoucher ReliefSolidarity Fund in conjunction with Mthunzi Network, SACC, NHTL and various retailers
    Tech Innovation
    GoldYonder MediaVoucher ReliefSolidarity Fund in conjunction with Mthunzi Network, SACC, NHTL and various retailers
    SilverVicinity Media#WhereIsMyAd campaignVicinity Media
    SilverMatchKit and PR MachineSouth Africa Crowdfunds Medal Bonuses for our OlympiansMatchKit
    App
    SilverYonder MediaVoucher ReliefSolidarity Fund in conjunction with Mthunzi Network, SACC, NHTL and various retailers
    eCommerce (pivoting during the pandemic) NEW
    BronzeMatchKit and PR MachineSA Hockey crowdfunds its way to the OlympicsMatchKit

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