HUL, PHD India, BJP lead MMA’s SMARTIES India 2014
The Mobile Marketing Association (MMA) has concluded the third annual MMA SMARTIES India Awards 2014 in Mumbai. SMARTIES India Awards honour mobile strategies that address specific business challenges through the creative use of mobile technologies. Winners were declared across 21 categories with over 60 brands and 40 agencies participated in this year’s awards.
The India SMARTIES Awards 2014 Winners:
|
Award Category |
Gold |
Silver |
Bronze |
| Brand Awareness | Hindustan Unilever – Kan Khajura Teshan | BJP – H.O.P.E. – How our Prime Minister got Elected | |
| P&G – Gillette : The Magic of Feature Phones
|
|||
| Lead Generation / Direct Response / Conversion | Hindustan Unilever – Kan Khajura Teshan | Tata Sky Everywhere TV: The Power of Real Time Marketing | Hindustan Unilever – Kissan Inspire |
| Product / Service Launch | TataSky – A Mobile App | ||
| Promotion | Colgate Palmolive – The Next Door Dentist | Hindustan Unilever – Lux Be the Star
|
|
| Relationship Building/ CRM | BJP – LiveTalk | Dabur – Your Trusted Beauty Companion | |
| Castrol India- Appiness for the biker by the biker
|
|||
| Cross Media Integration | BJP – LiveTalk | Pepsico India – Mountain Dew organizes the Biggest heist of India | |
| Mobile Website | Platinum Guild – A Bridge from Indifference to Desire | Asian Paints Mobile Site | Dabur – Your Trusted Beauty Companion |
| Messaging | Colgate Palmolive – The Next Door Dentist | Monsanto – IVR & SMS campaign
|
|
| Tata Sky Everywhere TV: The Power of Real Time Marketing | |||
| Location Based | Colgate Palmolive – The Next Door Dentist | Adidas “Battle Pack” FIFA audience targeting | |
| Innovation | BJP – LiveTalk
|
ALIVE STUDIO | WHO – Donate Your Caller Tune Campaign
|
| Hindustan Unilever – Kan Khajura Teshan | |||
| Mobile App | Paytm App | Dhoom:3 The Dhoom Game | Castrol India – Appiness for the biker by the biker |
| In-App Advertising – Gaming or Other | Apollo Tyres : The Soccer fan hunt in a Cricket Stadium! | Adani Wilmar – More than TVC: Let’s give them something to talk about | |
| P&G – Gillette: MACH 3 Race for Supremacy | |||
| mCommerce | Paytm | ||
| Best Brand Experience in Mobile Rich Media | Micromax – Your Canvas CAN be bigger!
|
Vodafone Music Tambola
|
|
| Most Engaging Mobile Creative | Snickers: Spell Bound
|
Micromax – Your Canvas CAN be bigger!
|
Vodafone Music Tambola
|
| Enabling Technology Company of the Year in Mobile | Nimbuzz | ||
| Publisher/Media Company of the Year in Mobile | |||
|
Best in Show |
BJP – LiveTalk | ||
| Colgate Palmolive – The Next Door Dentist | |||
| Agency of the Year in Mobile | PHD India | ||
| Marketer of the Year in Mobile | Hindustan Unilever Limited
|
||
| Bharatiya Janata Party (BJP)
|
|||
“The SMARTIES Awards are our way of recognising the best-in-class mobile campaigns run by leading brands. The winners of the 2014 SMARTIES India Awards have demonstrated how the creative use of mobile can help build better brands and increase engagement while driving business results,” said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific.
An analysis of the winning entries, presented at the event by research agency and Knowledge Partner, Millward Brown, found that successful brands and marketing strategies had well-defined clarity of purpose with 100 per cent of winners identifying a specific objective of increasing awareness or sales. 70 per cent of the winners also had a precise role for mobile using the channel’s unique strengths such as location, payments, and targeting. 50 per cent of winners at the SMARTIES India 2014 Awards built relevance of the brand in the target consumers’ context. 70 per cent of the winners used mobile synergistically with other media channels.
Commenting on the winners Jury Chairman, Sam Balsara, Chairman and Managing Director, Madison World, said, “Brands and marketing strategies are increasingly adopting a mobile-first approach and the competition in innovation and creativity is only getting tougher. In such an environment, it gives me immense pleasure to lead the mobile marketing conversation and thank all my fellow jury members for their valuable insights and time. We selected the winners after extensive debate and deliberation and are extremely impressed with the results some of the campaigns have achieved.
The SMARTIES Awards is a global awards programme dedicated exclusively to mobile marketing.
