MMA Smarties Awards

Honoring innovation, creativity and success in mobile marketing

Browse all case studies


Best-in-Show Global

Lifebuoy

24 Hour Doctor

Brand Lifebuoy
Agency PHD China
Region APAC

Lifebuoy launched a 24-hour online mobile service to connect Chinese parents with medical professionals whenever their children fell sick.

Lifebuoy launched the 24-Hour Doctor, a mobile service that connected Chinese parents with a pool of selected specialists to educate them on preventative habits.

The 24-Hour Doctor earned Lifebuoy a year-on-year increase in retail sales of 46% and in e-commerce sales of 131%.

Corruption Detector

Corruption Detector

Brand Reclame Aqui
Agency Grey Brasil
Region LATAM

Reclame Aqui launched an app to expose corrupt politicians during election time.

The Corruption Detector app draws on an extensive database of all official records of corruption so that, by pointing a phone at a candidate (on TV, in the press, and even in person), people can spot the corrupt ones as they are highlighted in purple.

In just one week, Corruption Detector became the most downloaded app in Brazil, making headlines in national media and reaching more than 120 million people.

Selected Gold winners

Dove

Dry Shampoo

Brand Dove
Agency Initiative Media Russia
Region EMEA

Dove raised awareness and sales of its dry shampoo product in Russia by targeting women when they needed it the most.

Ford

In-Car AR

Brand Ford
Agency Mindshare Canada
Region NA

Ford targeted a younger audience in Canada by launching its new mini SUV model through an engaging augmented reality experience.

McDonald

From Mass McDonald's to My McDonald's

Brand McDonald's
Agency OMD Spain
Region EMEA

McDonald's improved customer experience for its loyalty app in Spain by personalising messages and identifying clusters of audience.

BMW

The all-new BMW.com

Brand BMW
Agency Jung Von Matt AG
Region EMEA

BMW redeveloped its website as a global content hub to attract new audiences.

Snickers/Spotify

The Hunger Spotter

Brand Snickers
Agency AMV BBDO
Region EMEA

Snickers refreshed its You're Not You When You're Hungry brand positioning through audio advertising on Spotify in the UK.

KFC

Turning KFC into gamer's playground

Brand KFC
Agency Mindshare China
Region APAC

KFC used a collaboration with popular Chinese game Onmyoji to increase restaurant traffic and sales among a young audience.

Further Gold winners

BiteCoins

Brand Arcos Dorados Comércio de Alimentos Ltda/McDonald's
Agency DPZ&T
Region LATAM

Formula Songs

Brand Sprite
Agency J Walter Thompson
Region LATAM

It's Never Too Late, Always the Perfect Gift with 1-800-Flowers

Brand 1-800-Flowers.com
Agency 1-800-Flowers.com
Region NA

Lincoln Navigator 360 VR

Brand Lincoln Cars
Agency Hudson Rouge
Region NA

Racing the Sun

Brand Volvo
Agency Courageous Studio
Region NA

Smart Search

Brand Big Bazaar
Agency Mediacom
Region APAC

The Wentworth Rat

Brand Foxtel
Agency Mindshare Australia
Region APAC

Silver

#JumpForHealth

Brand Aditya Birla Capital Health Insurance
Agency Mindshare India
Region APAC

#RepresentLove: The interracial couple emoji project by Tinder

Brand Tinder
Agency M Booth
Region Global

APPee

Brand Antarctica Beer
Agency Almap BBDO
Region LATAM

Beating the Unbeatable

Brand Doritos
Agency Mindshare China
Region APAC

Breaking the deafening silence: Mirinda Release the Pressure

Brand Mirinda
Agency Mindshare India
Region APAC

Coca-Cola Fan Feat

Brand Coca-Cola
Agency J Walter Thompson
Region LATAM

Enhance the digital experience for users with disabilities

Brand Samsung
Agency eSSENTIAL Accessibility
Region NA

Hijacking the largest shopping festival in the world

Brand Uniqlo
Agency Mindshare China
Region APAC

McBot

Brand Arcos Dorados Comércio de Alimentos Ltda/McDonald's
Agency DPZ&T
Region LATAM

The no. 1 most-viewed campaign on Facebook in 2017

Brand Samsung
Agency Starcom UK
Region Global

Peter Rabbit

Brand Sony Pictures Entertainment
Agency Universal McCann
Region NA

Reaping Rewards with T-Mobile Tuesdays

Brand T-Mobile
Agency The Marketing Store
Region Global

RexBot educates India's youth on healthy sex

Brand Durex
Agency Interactive Avenues Pvt.
Region APAC

The future of mobile search ads

Brand Akbank
Agency PNC
Region EMEA

The Tasty Drive

Brand Arcos Dorados Comércio de Alimentos/McDonald's
Agency DPZ&T
Region LATAM

Top Gifting Choice

Brand Uniqlo
Agency Mindshare China
Region APAC

Bronze

DANCOW Advanced Excelnutri+ “Iya Boleh 2.0”

Brand Nestlé Indonesia
Agency Mindshare Indonesia
Region APAC

Excedrin Works 360 video

Brand Excedrin
Agency Weber Shandwick
Region NA

ICanYouCan

Brand Nicotex
Agency m/SIX
Region APAC

OLX VOGON

Brand OLX
Agency Havas Media Indonesia
Region APAC

Nightbrushing via Storytelling

Brand Pepsodent Toothpaste
Agency Mindshare
Region APAC

Movement For Movement

Brand Rexona
Agency Mindshare Indonesia
Region APAC

Ruffles AmiGO

Brand Ruffles
Agency Almap BBDO
Region LATAM