Tonight, the Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, celebrated 56 winners across key mobile categories at the 7th Annual Global Mobile Marketing Awards for Innovation, Creativity and Leadership. The winners, the best-of-the-best in mobile marketing from across the globe, are the first to receive The Smarties™ – the new name unveiled during the ceremony’s opening, which reflects the growth and unique character of the mobile channel.
“Great creative, great storytelling, is at the heart of all of our award-winning campaigns. Our winners are truly among the smartest in the mobile channel, and have set rigorously high standards for industry excellence,” said Greg Stuart, Global CEO of the Mobile Marketing Association. “Their work should serve as an enduring inspiration to marketers world-wide, and a challenge to next year’s competitors.”
The 2011 MMA Mobile Marketing Awards winners are, by category and region:
MMA AWARD FOR OVERALL EXCELLENCE
· Global Winner and NA Regional Winner: Old Navy and Crispin Porter + Bogusky for “Old Navy Records” USA/NA
BRANDING
· Global Winner and APAC Regional Winner: Coca-Cola and UM and McCann Worldgroup Ltd. for “Coca-Cola Summer Campaign” Hong Kong/APAC
· First Runner-up and North American Regional Winner: Converse and R/GA for “Converse The Sampler” USA/NA
· Second Runner-up and EMEA Regional Winner: OMO washing powder and BRANDTONE for “OMO ‘DOOR TO DOOR CHALLENGE’ – BRANDTONE mobile engagement” South Africa/EMEA
· LATAM Regional Winner: Petrobras and FingerTips for “Brasileirão Petrobras” Brazil/LATAM
CROSS MEDIA INTEGRATION
· Global Winner and NA Regional Winner: Old Navy and Crispin Porter + Bogusky for “Old Navy Records” USA/NA
· First Runner-up and EMEA Regional Winner: Coca-Cola GmbH and Scholz & Volkmer GmbH for Coca-Cola “Snowglobes” iPhone Application Germany/EMEA
· Second Runner-up: Pringles and Crispin Porter + Bogusky for “Pringles Crunch Band App” USA/NA
· LATAM Regional Winner: Nike, Groupo.mobi and F/Nazca Saatchi & Saatchi for “Case Nike #coisadaboa” Brazil/LATAM
· APAC Regional Winner: Coca-Cola and UM and McCann Worldgroup Ltd. for “Coca-Cola Summer Campaign” Hong Kong/APAC
DIRECT RESPONSE
· Global Winner and EMEA Regional Winner: Garanti and Rabarba for “Garanti-The Last Person on Earth Who Doesn’t Use Online Banking” Turkey/EMEA
· First Runner-up: Situation Sthlm and Mobiento for “Sms is King!” Sweden/EMEA
· Second Runner-up and NA Regional Winner: Pepsi MAX for “Cut to Max – Clubhouse in the Corn” USA/NA
· APAC Regional Winner: Vodafone Essar Ltd. And Maxus India for “Vodafone VAS – ‘X’ spends = 3 ‘X’ revenue” India/APAC
· LATAM Regional Winner: TIMWE and Vivo; Claro; TIM; Oi and Globo for “Torpedão Campeão” Portugal/LATAM
PRODUCT/SERVICES LAUNCH
· Global Winner and NA Regional Winner: Lawry’s and R/GA for “Lawry’s Digital Dinner Bell” USA/NA
· First Runner-up: HBO and PHD and BBDO for “HBO GO” USA/NA
· Second Runner-up and EMEA Regional Winner: MINI / MINI and MOBILE DREAMS FACTORY for “MINI COUNTRYMAN” Spain/EMEA
· APAC Regional Winner: Nokia India Pvt. Ltd. and Maxus India for “Over 30;000 personalized demos CONCURRENTLY!” India/APAC
PROMOTION
· Global Winner and NA Regional Winner: United Airlines and Barrie D’Rozario Murphy for “Promotion for Travel Options” USA/NA
· First Runner-up and APAC Regional Winner: Coca-Cola and UM and McCann Worldgroup Ltd. for “Coca-Cola Summer Campaign” Hong Kong/APAC
· Second Runner-up: Mars Canada and Proximity Canada for “M&M’s Find Red” Canada/NA
· EMEA Regional Winner: Pepsi Co. and Rabarba for “Pepsi-Content In a Bottle” Turkey/EMEA
· LATAM Regional Winner: TIM Brazil and Upstream for “101 Carros TIM” Brazil and USA/LATAM
RELATIONSHIP BUILDING
· Global Winner and NA Regional Winner: Nike+ and R/GA for “Nike+ GPS App” USA/NA
· First Runner-up: National Healthy Mothers, Healthy Babies Coalition (HMHB), with Syniverse and Voxiva, for “Text4baby Campaign” USA/NA
· Second Runner-up: Dressbarn and MSLGROUP Americas for “Dressbarn Mobile Fashion Club” USA/NA
· LATAM Regional Winner: Unilever and F.biz for “Vital MMS” Brazil/LATAM
· APAC Regional Winner: Idea Cellular, Ltd. and Mindshare India, for “Idea – Breaking language barriers” India/APAC
· EMEA Regional Winner: Mobitainment for “AVBOB Funeral Services” South Africa/EMEA
INNOVATION
· Global Winner and NA Regional Winner: Old Navy and Crispin Porter + Bogusky for “Old Navy Records” USA/NA
· First Runner-up and APAC Regional Winner: Coca-Cola and UM and McCann Worldgroup Ltd. for “Coca-Cola Summer Campaign” Hong Kong/APAC
· Second Runner-up: Converse and R/GA for “Converse The Sampler” USA/NA
· EMEA Regional Winner: InMobi for “Samsung Galaxy S II; 3D campaign” USA/EMEA
· LATAM Regional Winner: Ginga and NOO Mag for “NOO Mag” Brazil/LATAM
SOCIAL IMPACT
· Global Winner and EMEA Regional Winner: YoungAfricaLive & Praekelt Foundation for “YoungAfricaLive” South Africa/EMEA
· First Runner-up and NA Regional Winner: Giorgio Armani and R/GA for ” Aqua di Gio Armani Drops for Life App” USA/NA
· Second Runner-up: TakePArt/Participant Media for “Waiting for ‘Superman’ Social Action Campaign” USA/NA
· APAC Regional Winner: Busday and TELiBrahma for “Busday gets buzzier” India/APAC
MOBILE MARKETING ACADEMIC OF THE YEAR
· William F. Humphrey, Jr., MBA; Debra A Laverie, Ph.D. for “Brand Community and Location Service Social & Mobile Research” USA/NA
Visit <a href="http://awards.mmaglobal.com.gallery2011″>http://awards.mmaglobal.com.gallery2011 to view the 2011 awards winners gallery.
Sponsored this year by presenting sponsor Motricity and supporting sponsor Millennial Media, The Smarties, is the world’s only global mobile marketing awards program recognizing and celebrating outstanding achievement within the industry. The MMA Global Award Winners were reviewed and chosen from hundreds of entrants by an all-star judges panel of international marketers and agency leaders.
The awards ceremony took place this evening at the Hotel SLS at Beverly Hills, and culminated the MMA Forum Los Angeles. For more information on the MMA Awards, visit: http://awards.mmaglobal.com.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
