Meet the Mobile Marketing Smarties

The Mobile Marketing Association (MMA), a 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 awards were announced Thursday, Nov. 17.

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 “Brasileirao 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 “Torpedao Campeao” 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 http://awards.mmaglobal.com/gallery2011 to view the 2011 awards winners gallery.

Photo courtesy: MMA

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