NEW YORK: A campaign by DigitasLBi for a Dunkin' Donuts app has won the Best in Show award at the 2016 Global Smarties Awards run by the Mobile Marketing Association.
Having spent almost two years developing a new app with On-the-Go Ordering technology, the donut and coffeehouse chain wanted to ensure awareness and drive downloads among both loyal fans and new prospects across North America.
The #WTFast campaign achieved that by filming the World's Fastest Dunkin' run – wingsuit athlete, Ellen Brennan, grabbing donuts in mid-flight – for distribution on social media.
Overall downloads of the app rose 44% and 25%, and more new users were generated over a four-week period than any other campaign since the Dunkin' mobile app first launched in 2012.
A total of 43 campaigns won awards, with in addition to the Best in Show, 11 Golds, 17 Silvers and 15 Bronzes being handed out at an event in New York last night.
The full list of Gold winners can be seen here and Warc subscribers can also read a selection of the winning papers.
Campaigns from North America dominated the winners, with the region taking 21 awards, well ahead of Asia-Pacific, on 10, while EMEA won seven and Latin America five.
And in North America R/GA emerged as the most successful agency of the evening, taking away one Gold (Pace Station for sportswear brand Nike, which enabled Spotify users to choose music that helps them run at their target pace), three Silvers and a Bronze.
Almost half of the winning EMEA campaigns took Golds, including a self-promotional project from SapientNitro – a voice-to-emoji translator.
Mindshare's Spark Brilliance, for Nike, came out of Turkey and enabled fans to be present, via their mobile, in the locker room of the national football team, during the half-time of one game.
Mediaplus and Serviceplan worked together on a German campaign for online shopping platform Stylight, which used a Visual Shazam feature to turn a fashion magazine into an instant shopping experience.
The solitary Gold won by an Asia Pacific campaign was Mother's first song, by The Creamunion for insurance giant AIA Korea, which enabled a mother with a speech and hearing impediment to sing happy birthday to her daughter for the first time.
Latin America also took one Gold – for a campaign by J Walter Thompson for non-profit Atados, which utilised the black bars on either side of YouTube videos that don't conform to the standard screen ratio as free digital billboards.
Data sourced from MMA: additional content by Warc staff