Chris Babayode, managing director for MMA in EMEA said; “We were thrilled to see how marketers and agencies in South Africa have embraced the opportunity to be creative and effective in their campaigns, bringing technical sophistication and consumer relevance to the entries they submitted. It is more evident than ever that mobile holds the unique ability to bring brands closer to their consumers and engage with them in a way that is visceral, memorable and delivers business results.”
The Best in Show Award was given to MovieRideFX and Waterstone Entertainment for the MovieRide FX Campaign. The singular mobile app allows any user to star in a movie clip of their choice through using a combination of emerging technologies and their mobile camera for an enhanced user experience.
Tim Bishop, director of digital at Deloitte and jury chair for the MMA SA Smarties™ Awards 2016 said; “Well-known tech giants Facebook and Vodacom won Enabling Technology Company of the Year and Operator of the Year respectively owing to the scale and rate of mobile innovation within their businesses. We were also pleased to award Gorilla Creative Media with Agency of the Year and Yonder Media with Media Company of the Year.”
The winning campaigns illustrate a trend towards customer-focused mobile experiences that blend technology in new and exciting ways. As a benefit to its brand members, the MMA will be converting the global shortlist into case studies to be added to its 600 strong Case Study Hub. All winning campaigns can be viewed in the 2016 MMA SA Smarties™ Winners Gallery.
Best in Show: MovieRide FX for MovieRide by Waterstone Entertainment
Enabling Technology Company of the Year in Mobile: Facebook
Operator of the Year in Mobile: Vodacom
Publisher / Media Company of the Year in Mobile: Yonder Media
Marketing Strategy
Brand Awareness: Silver: #YouGottaDry for Unilever by Gorilla and Mindshare; Bronze: South Africa Municipal Elections Campaign for IEC South Africa, by Yonder Media
Product/Services Launch: Silver: #YouGottaDry for Unilever by Gorilla and Mindshare; Bronze: Inecto Colour Walk for Inecto by Conversation Lab
Relationship Building and CRM : Silver: OMO Fast Kids for OMO South Africa by Liquorice; Bronze: Suncoast Casino – Tsogo Moments for Suncoast Casino Tsogo Sun by Always Active Technologies
Social Impact/Not for Profit : Special mention: ilovelife for LoveLife by Thumbtribe; Silver: OMO Fast Kids for OMO South Africa by Liquorice
Media Strategy
Cross Mobile Integration: Gold: South Africa Municipal Elections Campaign for IEC South Africa, by Yonder Media; Bronze: Beat Your Monster Craving for R&R Ice Cream/King Cone by Gorilla; Bronze: The Chase for Richelieu by Liquorice
Messaging: Gold: Beat Your Monster Craving for R&R Ice Cream/King Cone by Gorilla; Bronze: South Africa Municipal Elections Campaign for IEC South Africa, by Yonder Media
Mobile Website: Gold: OMO Fast Kids for OMO South Africa by Liquorice; Gold: Varsity College Website for Varsity College by Conversation Lab
Mobile Social: Gold: Donate your Pee for Unilever Domestos by Niche Digital; Bronze: #YouGottaDry for Unilever by Gorilla and Mindshare
Enabling Technology
Innovation: Gold: MovieRide FX for MovieRide by Waterstone Entertainment; Silver: The Holobooth for, and by, Jupiter Drawing Room Cape Town
Mobile Video : Gold: #YouGottaDry for Unilever by Gorilla and Mindshare; Bronze: Inecto Colour Walk for Inecto by Conversation Lab