GLOBAL: A campaign for Heineken by R/GA London, which utilised social listening to provide real-time entertainment recommendations to consumers, took the Best in Show award at the 2015 Global Smarties Awards run by the Mobile Marketing Association.
The brewer's @WhereNext campaign was built around the insight that its urban, millennial, male audience are creatures of habit who don't often explore the cities they live in. So it sought to provide such consumers in 15 cities around the world with guidance about places and venues close to them at the time of their online search, based on social listening data.
"Heineken's @WhereNext campaign incorporated pioneering use of technology, personalization, immersive brand experience, and real-time context," said Sheryl Daija, Chief Strategy Officer, MMA.
A total of 33 campaigns won awards, with, in addition to the Best in Show, 11 Golds, 11 Silvers and 10 Bronzes being handed out, while Industry Awards also went to five companies seen as trailblazers and disruptors.
R/GA picked up two more Golds for its work in North America, with Volvo Cars North America and Owlet Baby Care.
Mindshare's Asian operations won two Golds – in Vietnam for a campaign for Unilever's Sunsilk Shampoo, and in China for a campaign for fruit company Zespri.
Other Gold winners included Reckitt Benckiser's condom brand Durex, oral hygiene brand Colgate Palmolive India, automaker Audi, Unilever's deodorant brand Axe Black, Norwegian fashion brand KappAhl, Russian ice-cream brand Inmarko and Singapore Red Cross.
"As mobile technology and capabilities advance, the creativity, innovation and impressive results in mobile marketing set the stage for a future of what's possible," Diaja said.
Data sourced from MMA; additional content by Warc staff