Winners of the MMA Global Mobile Marketing Awards 2011 with videos and case studies

Update (October 2012): The 2012 winners of the MMA Global Awards are here.

Awards: Global Mobile Marketing Awards for Innovation, Creativity and Leadership
Founded: 2004.
Deadline for entries: July each year (please double check with MMA as this keeps changing)
Entry fee: US $250 per entry for MMA Members, US $300 for non-members.
Winners announced: October each year (please double check with MMA as this keeps changing).
• mobiThinking verdict: The MMA Awards are well-respected and in the past has drawn in a broad range of mobile campaigns from big brands around the globe. In recent years, however, the variety of mobile media has diminished as novelty mobile apps have come to the fore. It is unclear if this is because apps dominate entries or the MMA judges prefer apps to mobile ads, messaging or mobile Web-led engagement. Many agencies go to considerable lengths to showcase their best work, often putting together video case studies. Thus it is gratifying that in 2011, the MMA provided links to videos and images for some of the winning campaigns. But there are no descriptions of the winning campaigns or links to case studies, so for those campaigns with no video – more than half – we don’t know why they won. In 2011, the MMA rebranded the awards ‘The Smarties’. While this name might sound catchier, it may cause some confusion, not least as Smarties is not an acronym for the awards.
Previous winners with videos and case studies: 2010 winners2009 winners

mobiThinking guides in this series:
Guide to mobile awardsEMMAsCannes LionsMobi AwardsWorld Summit Mobile Awards
For some tips from awards judges see:
How to create an award-winning mobile campaign
For in-depth profiles of winning agencies see:
MobientoGrupo.MobiMobile Dreams FactoryInMobi.


The 2011 MMA Global Awards, by category and region

MMA AWARD FOR OVERALL EXCELLENCE

Award: Global Winner and NA Regional Winner
Campaign: Old Navy Records (USA)
Brand/agency: Old Navy and Crispin Porter + Bogusky
Summary: Music and fashion go hand in hand. So for the launch of the Old Navy Records music campaign, Old Navy and Crispin Porter + Bogusky created a new use for the music discovery app Shazam that allowed people to find Old Navy styles the same way they find music. Now by tagging TV commercials, radio and in-store announcements, anyone could shop the featured looks in the songs, right from their phone. Plus, they could score giveaways, styling tips and more along the way.
More details: images and video


Best Use of Mobile Marketing for DIRECT RESPONSE

Award: Gold Global Winner and EMEA Regional Winner; Direct Response
Campaign: Garanti-The Last Person on Earth Who Doesn’t Use Online Banking (Turkey)
Brand/agency: Garanti and Rabarba
Summary: The campaign focused on account holders at Garanti Bank who hadn’t taken out online banking. Using the database (all of whom had accepted to receive information from the bank), the customer received an email with a link to a video news story. The news story focused on the last person in world without online banking, then as the report goes to a live interview, the customer’s phone rings and he is asked why he hasn’t signed up to Internet banking. The ultimate question asks: will you sign up – yes or no? If yes, voice recognition software triggers a follow-up email. 21 percent of those who interacted subsequently signed up for online banking.
More details: video

Award: Silver Global Winner; Direct Response
Campaign: SMS is King! (Sweden)
Brand/agency: Situation Sthlm and Mobiento
Summary: The world’s first mobile payment solution for a magazine sold by homeless people. Situation Sthlm is a Swedish street magazine, sold by homeless people. So far cash has been the only payment method. But people are carrying around wallets filled with plastic, not cash. As it is not financially or practicably feasible for the homeless sellers to be equipped with credit card terminals, Mobiento created a campaigning solution featuring easy SMS payments, as well as tracking and reporting on individual seller level, as basis for each seller’s sales commission salary. This has created new revenue streams, and the investment had already paid for itself 10 times over, after just 3 months.
More details: videoFull profile of Mobiento.

Award: Bronze Global Winner and NA Regional Winner; Direct Response
Campaign: Cut to Max – Clubhouse in the Corn (USA)
Brand/agency: Pepsi MAX

Award: APAC Regional Winner; Direct Response Campaign: Vodafone VAS – ‘X’ spends = 3 ‘X’ revenue (India)
Brand/agency: Vodafone Essar and Maxus India

Award: LATAM Regional Winner; Direct Response
Campaign: Torpedão Campeão (Portugal/LATAM)
Brand/agency: TIMWE and Vivo; Claro; TIM; Oi and Globo


Best Use of Mobile Marketing for BRANDING

Award: Gold Global Winner and APAC Regional Winner; Branding Campaign: Coca-Cola Summer Campaign (Hong Kong)
Brand/Agency: Coca-Cola and UM and McCann Worldgroup
More details: video

Award: Silver Global Winner and North American Regional Winner; Branding
Campaign: Converse The Sampler (USA)
Brand/agency: Converse and R/GA
Summary: Online shopping is problematic because you can’t try on what you’re looking at. Mobile shopping can be even trickier. Converse has always been a brand that stands for innovation. Adding to that tradition, Converse and R/GA created a new way for their customers to shop using their iPhones. Through augmented reality, now you can try on Converse classics and other collections virtually with The Sampler app. After browsing the collections and picking your favorite model, simply position your mobile camera towards your foot and scale the shoe to fit over your foot. When you find the model that suits you, snap a picture to add it to your gallery. You can also share it with friends on Facebook and get their reactions. When you’ve reached a decision, buy the pair directly from the app. There were over 10,000 downloads of the app. Approximately 240,000 products viewed and 22,500 photos of sneakers taken to date.

More details: video app

Award: Bronze Global Winner and EMEA Regional Winner; Branding
Campaign: OMO Door To Door Challenge (South Africa)
Brand/agency: Unilever/OMO washing powder and Brandtone
Summary: The OMO ‘Door to Door Challenge’ engaged OMO buyers. Brandtone used one of South Africa’s best-loved celebrities, Nkanyiso Benghu, to create over 1 million one-to-one branded voice engagements with OMO customers, linked to sale. In a category where price wins the consumer, and brands struggle for loyalty, the campaign differentiated OMO without price promotion, and engaged consumers in a new way, building brand affinity.
More details: video

Award: LATAM Regional Winner; Branding
Campaign: Brasileirão Petrobras (Brazil)
Brand/agency: Petrobras and FingerTips (Grupo.Mobi)
More details: video; profile of Groupo.Mobi


Best Use of Mobile Marketing for CROSS-MEDIA INTEGRATION

Award: Gold Global Winner and NA Regional Winner; Cross-Media Integration
Campaign: Old Navy Records (USA)
Brand/agency: Old Navy and Crispin Porter + Bogusky
Summary: See above
More details: images and video.

Award: Silver Global Winner and EMEA Regional Winner; Cross-Media Integration
Campaign: Coca-Cola “Snowglobes” (Germany)
Brand/agency: Coca-Cola and Scholz & Volkmer
Summary: The Coca-Cola Santa invites visitors to personalize a virtual snow globe. Users can add pictures of friends to their globes directly from their cameras or via the gallery. When you shake the snow globe and turn the iPhone, the worlds within are brought to life and it starts to snow. The finished wish globes can be uploaded to the Coca-Cola website or sent on Facebook as a Christmas greeting.
More details: video

Award: Bronze Global Winner; Cross-Media Integration
Campaign: Pringles Crunch Band App (USA)
Brand/agency: Pringles and Crispin Porter + Bogusky
More details: video

Award: LATAM Regional Winner; Cross-Media Integration
Campaign: Nike #coisadaboa (Brazil)
Brand/agency: Nike, Grupo.mobi and F/Nazca Saatchi & Saatchi
More details: video; profile of Grupo.mobi

Award: APAC Regional Winner; Cross-Media Integration
Campaign: Coca-Cola Summer Campaign (Hong Kong)
Brand/agency: Coca-Cola and UM and McCann Worldgroup
More details: video


Best Use of Mobile Marketing for PRODUCT/SERVICES LAUNCH

Award: Gold Global Winner and NA Regional Winner; Product/Services Launch
Campaign: Lawry’s Digital Dinner Bell (USA)
Brand/agency: Lawry’s and R/GA
Summary: 21st century way to scream, “Dinner is Ready!”
Dinner is ready and your family is nowhere to be found? Are the kids on the computer? Texting? Chatting on the phone? Get your family to the dinner table the modern way. Start by selecting a flavor for tonight’s dinner. Browse the Lawry’s recipe database. Choose a meal. Cook it up. And then let your family know, “It’s time for dinner!” A simple shake of your phone rings the Digital Dinner Bell and lets your family know dinner is ready through SMS, Facebook Posts, or a personalized phone call. The Digital Dinner Bell is simple: You find your flavor, and we’ll get your family to the table. It’s dinner time from Lawry’s.

More details: app; video

Award: Silver Global Winner; Product/Services Launch
Campaign: HBO GO (USA)
Brand/agency: HBO and PHD and BBDO
More details: images and video

Award: Bronze Global Winner and EMEA Regional Winner; Product/Services Launch
Campaign: Mini Countryman (Spain)
Brand/agency: Mini and Mobile Dreams Factory
More details: video; profile of Mobile Dreams Factory

Award: APAC Regional Winner; Product/Services Launch
Campaign: Over 30;000 personalized demos concurrently! (India)
Brand/agency: Nokia India and Maxus India


Best Use of Mobile Marketing for PROMOTION

Award: Gold Global Winner and NA Regional Winner; Promotion

Campaign: Promotion for Travel Options (USA)
Brand/agency: United Airlines and Barrie D’Rozario Murphy
More details: video; apps

Award: Silver Global Winner and APAC Regional Winner; Promotion
Campaign: Coca-Cola Summer Campaign (Hong Kong)
Brand/agency: Coca-Cola and UM and McCann Worldgroup
More details: video

Award: Bronze Global Winner; Promotion
Campaign: M&M’s Find Red (Canada)
Brand/agency: Mars Canada and Proximity Canada
More details: images video

Award: EMEA Regional Winner; Promotion
Campaign: Pepsi-Content In a Bottle (Turkey)
Brand/agency: Pepsi Co. and Rabarba
Summary: Unique codes were found under the lids of Pepsi bottles. Consumers who texted the unique codes under the Pepsi can lids won a) one month free Premier League Live Football subscription from Turkcell including live goal videos, breaking news and information about their favorite teams of choice; b) one month free Ring Back Tone (RBT) subscription from Turkcell, so when people called them they would hear one of five different tracks instead of the usual ringtone c) each participant also won 12 hours of free airtime from Turkcell. During the four-month period, 3 million unique people participated in the campaign with a frequency of four times on average; totaling up to 11.5 million participations. At the end of this campaign, Pepsi reached its highest market share in the last eight years.
More details: video

Award: LATAM Regional Winner; Promotion
Campaign: 101 Carros TIM (Brazil and USA)
Brand/agency: TIM Brazil and Upstream


SOCIAL IMPACT

Award: Global Winner and EMEA Regional Winner; Social Impact
Campaign: YoungAfricaLive (South Africa)
Brand/agency: Praekelt Foundation
Summary: Hosted on Vodafone Live and available free to Vodacom users in South Africa, YoungAfricaLive is a community that shares and discusses critical issues facing Africa’s youth, including love, sex, relationships and HIV/AIDS. It celebrates its second birthday on December 1st this year and counts over a six hundred thousand active users as part of its rapidly growing community. The Praekelt Foundation builds open source, scalable mobile technologies and solutions to improve the health and well-being of people living in poverty. It’s programs that have have reached over 50 million people across 15 countries in sub-Saharan Africa.
More details: video

Award: Silver Global Winner and NA Regional Winner; Social Impact
Campaign: Aqua di Gio Armani Drops for Life App (USA)
Brand/agency: Giorgio Armani and R/GA

Award: Bronze Global Winner; Social Impact
Campaign: Waiting for Superman Social Action Campaign (USA)
Brand/agency: TakePart/Participant Media

Award: APAC Regional Winner; Social Impact
Campaign: Busday gets buzzier (India)
Brand/agency: Busday and TELiBrahma


INNOVATION

Award: Global Winner and NA Regional Winner; Innovation
Campaign: Old Navy Records (USA)
Brand/agency: Old Navy and Crispin Porter + Bogusky
Summary: See above
More details: video app

Award: Silver Global Winner and APAC Regional Winner; Innovation
Campaign: Coca-Cola Summer Campaign (Hong Kong)
Brand/agency: Coca-Cola and UM and McCann Worldgroup
More details: video

Award: Bronze Global Winner; Innovation
Campaign: Converse The Sampler (USA)
Brand/agency: Converse and R/GA
Summary: See above
More details: images and video

Award: EMEA Regional Winner; Innovation
Campaign: Samsung Galaxy S II; 3D campaign
Brand/agency: InMobi and Starcom
More details: video; profile of InMobi

Award: LATAM Regional Winner; Innovation
Campaign: NOO Mag (Brazil)
Brand/agency: NOO Mag and Ginga
More details: video


Best Use of Mobile Marketing for RELATIONSHIP BUILDING

Award: Gold Global Winner and NA Regional Winner; Relationship Building
Campaign: Nike+ GPS App (USA)
Brand/agency: Nike+ and R/GA
More details: About Nike Running

Award: Silver Global Winner; Relationship Building
Campaign: Text4Baby Campaign (USA)
Brand/agency: National Healthy Mothers, Healthy Babies Coalition (HMHB), with Syniverse and Voxiva
Summary: Text4Baby is a free mobile information service designed to promote maternal and child health by providing pregnant women and new moms with the information they need to take care of their health and give their babies the best possible start in life. The National Health Mothers, Healthy Babies Coalition (HMHB), Voxiva, CTIA and founding sponsor Johnson & Johnson teamed up to create and help promote Text4Baby, and more than 15 major mobile operators also agreed to deliver Text4Baby to their subscribers at no charge. HMHB selected Syniverse, a leading mobile service provider to ensure the critical messages reached the recipients. Since its launch in February 2010, Text4Baby has enrolled over 260,000 subscribers and sent over 25 million evidence-based tips to help them keep themselves and their babies healthy.
More details: About Text4Baby

Award: Bronze Global Winner; Relationship Building
Campaign: Dressbarn Mobile Fashion Club (USA)
Brand/agency: Dressbarn and MSL Group

Award: LATAM Regional Winner; Relationship Building
Campaign: Vital MMS (Brazil)
Brand/agency: Unilever and F.biz

Award: APAC Regional Winner; Relationship Building
Campaign: Breaking language barriers (India)
Brand/agency: Idea Cellular, Ltd. and Mindshare India

Award: EMEA Regional Winner; Relationship Building
Campaign: AVBOB Funeral Services (South Africa)
Brand/agency: Mobitainment


MOBILE MARKETING ACADEMIC OF THE YEAR

Gold Award: William F. Humphrey, Jr., MBA; Debra A Laverie, Ph.D. for “Brand Community and Location Service Social & Mobile Research”
Gold Award: Ramin Vatanparast for “Three-dimensional Study of Mobile Advertising and Services Usage” a summary of contributions in the mobile advertising industry, with eight articles and two book chapters


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And don’t miss:

• Ten video interviews with leading mobile experts
• The insider’s guide to mobile device security
• The mobile city project – the blueprint of a truly mobilized city
• The insider’s guide to device detection
• The insiders’ guides to world’s greatest mobile markets
• Guide to mobile agencies
• Guide to mobile ad networks
• Guide to mobile industry awards
• The big compendium of global mobile stats

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