The Meffy Awards (Meffys) 2012 Winners with videos

Update (November 2013): The 2013 finalists and winners of the Meffy Awards are here.

Awards: Meffy Awards
Organized by: Mobile Entertainment Forum (MEF)
Founded: 2004
Deadline for entries: July each year.
Entry fee: UK £350 (US $568) per submission; £150 ($244) for MEF members; Start-up/NGO UK £75 ($122)
Finalists announced: August each year (see below)
Winners announced: September at the Meffys Awards Ceremony and Gala Dinner
Prizes: Meffy Award trophy
Entry categories (2012): Social & Entertainment App Award; Life Tools App Award; m-commerce Award; Discovery & Engagement Award; Content Service Award; Brand on Mobile Award; Publisher on Mobile Award; Consumer Trust Award; Social Responsibility and Development Award; Innovation Award for App; Innovation Award for Technology; Innovation Award for Monetization; Innovation Award for Growth Markets.
Advantages: The Meffys has been running for nine years, making it one of the more established mobile award ceremonies. In that time it has celebrated some of the greats in mobile entertainment.
Disadvantages: The Meffys simply lists the winners. There are no links, no description of the entry or indication of what the judges liked about it. The videos added here were sourced by mobiThinking.

Guide to mobile awardsWorld Summit Mobile AwardsEMMAsSmarties (MMA Awards)Webby AwardsGlobal Mobile AwardsCannes LionsMeffys
• Congratulations winners, if you would like to see your video case study featured here, please send a link to: editor (at)

Meffys 2012 Finalists and Winners

Meffys Outstanding Contribution Award 2012
Hannes Van Rensburg, CEO Fundamo, (for his pioneering work that helped to bring mobile banking to developing countries).

Social Responsibility and Development Award
Winner: Afroes for Moraba
Arogya World for mDiabetes with Nokia Life
Apps for Good
Indosat & Nokia Life for Info Wanita

Brand on Mobile Award
Winner: Crispin Porter & Bogusky for Just Dance 3 – Autodance
Crispin Porter & Bogusky for Pringles Crunch Band
Grupo.Mobi for Augmented Carnival
Millennial Media for Activision Modern Warfare 3
Prezence Digital for Ster Kinekor Mobi

Publisher on Mobile Award
Winner: Financial Times for FT Web App
The Associated Board of the Royal Schools of Music for ABRSM Aural Trainer
Metro for Metro Tablet Edition
Polar Mobile for talkSPORT mobile app
The Associated Board of the Royal Schools of Music for ABRSM Aural Trainer

Life Tools App Award
Winner: The Associated Board of the Royal Schools of Music for ABRSM Aural Trainer
3 Sided Cube for First Aid for British and American Red Cross
Bloomberg LP for Bloomberg TV+ app
Editora Abril S/A for VEJA Comer & Beber 2012 (VEJA Eat & Drink 2012)
NQ Mobile for NQ Mobile Vault

Social & Entertainment App Award
Winner: Electronic Arts for The Sims Freeplay
on iOS and Android
Bolser for V Festival mobile app
CBS Interactive for GRAMMYs Live App
Planet Rackus Ltd for Ma3Racer
Yala Music for Yala

M-Commerce Award
Winner: Barclays Bank for Barclays Pingit
Comviva for mobiquity mPayments
Ericsson IPX and ATAF for Italy’s First Mobile Ticketing System
Two Bulls for CatchOfTheDay

Discovery & Engagement Award
Winner: Yala Music for Yala
mBlox for Rio #5
Millennial Media for Activision Modern Warfare 3
Movellas for Movellas on iOS and Android
Rancard for Rendezvous

Consumer Trust Award
Winner: Lookout for Lookout Mobile Security
Kaspersky Labs for Kaspersky Mobile Security
nFluence Media for nFluence ‘Brand Sorting’ Technology
NQ Mobile for NQ Mobile Security
Vodafone Group Services for Vodafone Guardian

Innovation Award for App
Winner: Citibank for Citibank Tablet App
Digicave, International Celebrity Networks, Plum Pictures and Qualcomm for James May’s Science Stories

Innovation Award for Technology
Winner: Calltrunk for Calltrunk
O2 for JetSetMe
Bolser for Bringing the Museum of London to life with NFC
PlayPhone for PlayPhone Social Gaming Network featuring POP TIMWE for NFC Launcher

Innovation Award for Monetization
Winner: GetJar for GetJar Gold Virtual Currency
adaffix GmbH for adaffix Caller Lookup App
Digital Foodie for
GamesAnalytics for Predict Platform
Zed for Quiz Challenge

Innovation Award for Growth Markets
Winner: biNu for biNu Social Network and Content Platform

Content Service Award
Winner: PERFORM for Al Jazeera Sport Mobile Apps
Hungama Mobile for Sanjeev Kapoor on Mobile
Nazara Technologies for Games Club
Voddler for Voddler Lumia Movie Night
Yala Music for Yala

Past Winners:

2011 Award Winners

Ad Campaign The Coca Cola Company for Sprite Slam Dunk 2011
Blockbuster App Research In Motion for BlackBerry Travel
Brand on Mobile Velti and Ericsson IPX for A&N Mobile CRM
Content AKQA for Nigella Quick Collection
Content Discovery & Personalisation Shazam for Shazam for TV
Game Electronic Arts for Dead Space
Innovation in a Mobile First Market ForgetMeNot Africa for their Message Optimiser
Innovative App Onavo for Onava Data Shrinking App for iPhone and iPad
Innovative Business Model Hungama Mobile for Vishal & Shekhar Mobile Music Concert
M-Commerce Service Eagle Eye Solutions for Karen Millen Mobile Gift Vouchers
Mobile Connected Device Apple for iPad2
Mobile Website CBS Interactive for
Music Service Aspiro Music for WiMP
Social Media Service Movellas for Movellas
Technology Innovation OnStar for Onstar Mobile App
TV & Video Service Saffron Digital for Media Hub

2010 Award Winners

Ad Campaign: Fancharge for Go! Go! Lions Baseball
App Store Blockbuster: CBS Mobile for NCAA March Madness on Demand
Business Intelligence: Motally for Motally
Consumer Experience: for FindaProperty
Content Discovery and Personalization: Taptu for Touch Search
Cross Platform Content: Zed Group for Planet 51
Cross-Platform Technology: MTS for
Games: PopCap for Plants vs Zombies
Innovative App: CBS Mobile for CW City-Wize iPhone App
Innovative Business Model: Mob4Hire for Crowd Sourced Mobile Testing
M-Commerce: Wau Movil for First Gateway Service Offer in Latin America
Mobile Connected Device: Novatel Wireless for MiFi Intelligent Mobile Hotspot
Mobile First Innovation: Tata Teleservices for English Seekho
Music Service: Shazam for Shazam Encore
Social Media: Handmade Mobile for Flirtomatic
Technology Innovation: Layar for Layar Reality Browser
TV and Video Service: CBS Mobile for Android; iPhone Mobile

2009 Award Winners

Games: Gameloft for "Real Football 2009"
Music Service: 24-7 Entertainment for "TDC Play"
TV & Video Service: BBC for "BBC iPlayer on mobile"
Content: 20:20 London for "Thmbnls Interactive Mobile Drama"
Social Networking: Handmade Mobile Entertainment for "Flirtomatic"
Search & Discovery: MTS for "MTS Super Search"
Ad Campaign Award: TURKCELL for "Tone&Win"
D2C Service: GetJar for "GetJar"
Application: Opera Software for "Opera Mini 4.2"
Technology Innovation: Nokia for "Nokia Ovi Store"
'Mobile First' Innovation: Hungama Digital Media for "Tata Sky"
Business Intelligence: comScore for "GSMA Proof of Concept"
Innovative Business Model: Orange for "Dolphin Pay-As-You-Go package"
Quality of Experience: Dolby Laboratories for "Dolby Mobile"
Handset: INQ Mobile for "INQ – The World's First Social Mobile"
Outstanding Contribution: Dr. Antero Taivalsaari – Principal Investigator, Sun Microsystems Laboratories; Mark VandenBrink – Motorola Fellow & VP

2008 Award Winners

Games: Nokia for "Hooked on: Creatures of the Deep"
Music Service: mBlox & Myxer for “Myxer Mobile Music”
Artist Campaign: Absolute Marketing & Distribution for “Wet Wet Wet SMS Pre-order Campaign”
TV & Video Service: Rhythm NewMedia and 3UK for “Free Video on 3UK”
Technology Innovation: Zeemote® for “Zeemote JS1 Controller”
Content: Fun Little Movies Channel
Communities & UGC: Flirtomatic
Search & Discovery: Gracenote for “Gracenote Mobile Music Platform”
Marketing Campaign: Orange for “Frank TV”
Handset Application: fring
Quality of Experience: Zeemote® – “Zeemote JS1 Controller”
Off-Deck Services: Thumbplay
Innovative Business Model: MMcast for "MMCast"
Handset: Nokia N95 8GB
Operator: Orange

2007 Award Winners

Games: Gameloft for “Miami Nights: Singles in the City”
Music Service: Omnifone for “MusicStation”
Artist Campaign: Parlophone/New Visions for “Lily Allen Mobile Site”
TV & Video Service: QUALCOMM for “MediaFLO” System
Technology Innovation: Alltel Wireless for “Celltop”
Content: Endemol Digital Media for “Get Close to…Sugababes”
Innovative Business Model: AdMob for “AdMob Marketplace”
Communities & UGC: Loop Mobile for “MOKO”
Search & Discovery: MCN for “DoCoMo D903i FM Radio Search”
Handset Application: ShoZu for ShoZu
Marketing Campaign: Hungama Mobile for “Hutch & Casino Royale Campaign”
Handset: Nokia for “N95”
Operator: Telenor Norway

2006 Award Winners

Games: Digital Chocolate for “Tower Bloxx”
Music: Warner Music for WAMO Packs
Content: Chooz Active Content for “Foreplay”
Services: Bango for “The Bango Service”
Innovation: 3 UK and Yospace for “SeeMeTV”
Operator: 3 UK
Handset: Nokia for the “N70”
Marketing Campaign: France Telecom/Orange and Warner Music for Madonna: Confessions on a Dance Floor”

2005 Award Winners

Games: Nokia N-Gage for ‘Pathway to Glory’
Music: Vodafone, for its ‘Vodafone live!’ Full Track Music Download Service
Content: Endemol UK with Victoria Real, for ‘Celebrity Big Brother 3’
Services: Orange France for ‘Video Universe’
Innovation: Vodafone and Twentieth Century Fox TV for ‘24: Conspiracy’

2004 Award Winners

Games: IN-FUSIO – IN-FUSIO Mobile Games Services
Chaoticom with Eurotel Praha – Eurotel Jukebox
Ki-Bi Mobile Technologies represented by Icon mSolutions – “Ki-Bi™”
Best in Show:
Chaoticom with Eurotel Praha for Eurotel Jukebox
(voted for by the audience at the awards using SMS)

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• Guide to mobile industry awards
• The big compendium of global mobile stats

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