AMobile Marketing Association (MMA)revelouhoje a shortlist global para osSmarties™ Awards 2015. As quase cem campanhas de todas as partes do mundo representam a próxima evolução no que é possível quando marcas colocam o mobile em suas estratégias.Liderado pelo CCO (ChiefCreative Officer) daRazorfish Global, Daniel Bonner, o júri de mais de 25 líderes de agências e marcas terão a difícil tarefa de debater e selecionar os vencedores.
Entre os finalistas da premiação global há um case brasileiro. Da agência Ginga, a campanha “NutryLabs” para lançar completa linha de produtos da marca Nutry, concorre na categoria mobile site.
A campanha reuniu comercial de TV e internet, mostrando de uma forma criativa e divertida, toda linha de produtos da Nutry, através do esquadrão NutryLabs. O site da campanha – finalista nos Smarties – foi todo pensado para apresentar o conteúdo de forma interativa e claro, em ambiente mobile. “O site varia interações e animações que buscam instigar usuário a interagir com o conteúdo”, diz Pedro Del Priore, CEO da Ginga.
Os Smarties também premiam regionalmente. Em duas semanas será divulgada a Shortlist para os finalistas da América Latina, mas a campanha de Nutry superou o regional e concorre no global.
“Os finalistas deste ano mostram como a criatividade, inovação e métricas em todos os formatos mobile continuam a amadurecer. Está claro que o mobile se tornou uma rota fundamental e primordial para engajar e alcançar consumidores de forma poderosa”, diz Bonner. “Essa diversificadshortlist oferece uma perspectiva única e todo o planeta”.
OsSmartiesAwardsinspiram líderes a continuarem inovando e buscando alternativas no mobile. Os finalistas e vencedores serão premiados durante a Advertising Week, em Nova York, dia 28 de setembro, no Pier 60, em frente ao rio Hudson.
Confira lista completa de finalistas dos Smarties 2015.
MARKETING STRATEGY AWARDS
Brand Awareness
Cornetto, Unilever / Mindshare Malaysia for “The Ghost is Calling”
DSW / Xaxis for “Xaxis& DSW Cross Screen Campaign”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
Nike / Razorfish for “Razorfish – Nike 2014 World Cup mobile Alphonso – Brand Aware”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
Lead Generation
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Inmarko / Brandtone for “Inmarko ice cream”
Pop-Tarts / Pandora for “Pop-Tarts Crazy Good Summer”
Unilever / Axe Black / J.Walter Thompson Manajans for “Trending Outdoor”
Product / Services Launch
Hammerhead Navigation / R/GA + Hammerhead Navigation for “Hammerhead”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
Popeyes Louisiana Kitchen / Mithun, Inc. for “Red Stick Stardown: A Game of Chicken”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
Xbox / Razorfish for “Halo: Starscope”
Promotion
Dunkin’ Donuts Indonesia / PT Telekomunikasi Selular, Tbk (TELKOMSEL) for “DONUTS WONDERLAND”
Marriott Mobile App / Marriott International for “1 Millionth Mobile Check-in Promotion”
Nekoosa Paper / Trekk for “Nekoosa Tradeshow Traffic Driver”
Virgin Mobile Australia / StarcomMediavest Group for “Meal For A Meal”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
Relationship Building / CRM
Bru / Brandtone for “Bru Coffee – 360° – 365 days always-on engagement”
Huggies / Kimberly Clark Levers Ltd. for “Huggies Mobile Recharge Campaign”
KappAhl / Mobiento for “Life & Style all mobile loyalty club”
Lifebuoy, Unilever / Mindshare Pakistan for “Bond of Love on the Mother’s Day”
Singapore Red Cross / MRM/McCann for “The Red Cross Connection”
Social Impact / Not for Profit
Campari America / Kiip&mSIX for “Kiip& Campari America’s CSR Campaign”
Haciko / mobilike for “BarkBeacon: A Modern Fable”
Singapore Red Cross / MRM/McCann for “The Red Cross Connection”
United Nations Mine Action Service / Critical Mass for “Sweeper”
CHANNEL / MEDIA STRATEGY AWARDS
Cross Media / Cross Mobile Integration
1-800-Flowers.com / 1-800-Flowers.com, Inc for “Make Mom Smile”
Chiquita, Universal Pictures / FunMobility for “Minions Love Bananas 2015”
Red Coke/ Coca Cola Roja / SCLBITS for “Coca Cola Share a Coke Brand Awareness”
Unilever / Axe Black / J.Walter Thompson Manajans for “Silent Entertainment”
Viso, Unilever Vietnam / MindShare Vietnam for “New White Shirt, New Beginning”
Cross Screen Advertising
Hungry Lion / Yonder Media in partnership with the MediaShop for “Hungry Lion Lucky Bucket Campaign”
LA Dodgers / R/GA for “LA Dodgers Digital Trading Room”
Reckitt Benckiser / Durex / Havas Worldwide London for “Durex Explore”
Unilever / Axe Black / J.Walter Thompson Manajans for “Silent Entertainment”
Marketing within a Mobile Gaming Environment
DoSomething.org / Mobile Commons for “The Bully Text: Superstar Edition”
Popeyes Louisiana Kitchen / Mithun, Inc. for “Red Stick Stardown: A Game of Chicken”
Zespri / Mindshare China for “How Zespri Got Kids Across China to Slice 18 Billion Kiwis”
Messaging
Colgate Palmolive (India) Ltd / Red Fuse Communications for “Spreading a million smiles with a mobile”
DoSomething.org / Mobile Commons for “Science Sleuth”
DoSomething.org / Mobile Commons for “The Bully Text: Superstar Edition”
Singapore Red Cross / MRM/McCann for “The Red Cross Connection”
Programmatic
DSW / Xaxis for “Xaxis& DSW Cross Screen Campaign”
Mobile App
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Chick-fil-A / Bottle Rocket for “Chick-fil-A App”
Hammerhead Navigation / R/GA + Hammerhead Navigation for “Hammerhead”
Target Corporation / SapientNitro for “Target Holiday Wish List”
Mobile Native
Adidas / Opera Mediaworks for “adidas, Carat & TBWA/Digital Arts Network Discover the Power of Mobile-First Storytelling”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
State Farm / Rovio Entertainment for “State Farm + Angry Birds Seasons NBA Episode Campaign”
Universal Pictures / Mindshare Spain for “Draw your own Boxtroll”
Mobile Search
Ford Ranger / Mindshare Philippines for “Waze to Drive”
HotelTonight / HotelTonight for “HotelTonight Uses Deep Linking to Accelerate Growth in Mobile Search Marketing”
We Energies / Pure Oxygen Labs for “We Energies Transforms Power Outage Experience with Mobile Search”
Mobile Social
Dunkin’ Donuts &Trilia/Hill Holliday / Trilia/Hill Holliday for “Dunkin’ Donuts Shark Week”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
Nike / Razorfish for “Razorfish – Nike 2014 World Cup mobile Alphonso – Mobile Social”
Old Navy / Old Navy for “Emoodji”
Sunsilk Shampoo, Unilever Vietnam / Mindshare Vietnam for “The Language of Hair”
Mobile Website
Colgate-Palmolive / Irish Spring Signature for Men / Cohn & Wolfe for “What’s Your Signature Say About You?”
Heineken / R/GA London for “Heineken @WhereNext”
Nutry / Ginga for “Nutry Labs”
Old Navy / Old Navy for “Emoodji”
Rexona, Unilever / Mindshare Thailand for “The Power of Multi-screening”
Tablet Campaign
Intel / Current Studios for “Intel Mars Rover Experience”
LA Dodgers / R/GA for “LA Dodgers Digital Trading Room”
ENABLING TECHNOLOGIES AWARDS
Innovation
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Equinox / R/GA for “The Pursuit by Equinox”
Peugeot / Webtraffic for “Peugeot Panorama Mobile”
Unilever/Rexona / Mindshare Turkey/Wanda/Mobilike for “Who Does More?”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
Location Based
Ford Ranger / Mindshare Philippines for “Waze to Drive”
Heineken / R/GA London for “Heineken @WhereNext”
Hellmann’s / Mindshare “Delivering Inspiration at Point of Sale”
Unilever / Lifebuoy / InMobi PTE Ltd and Mindshare Indonesia for “Lifebuoy Flood”
Victorian Electroral Commission / MNET MOBILE for “Vote Victoria”
Mobile Payments
Virgin Mobile Australia / StarcomMediavest Group for “Meal For A Meal”
Mobile Video
HotelTonight / AppLovin for “HotelTonight Lets You Plan Less, Live More in Mobile Video Ad Campaign”
Nike / Razorfish for “Razorfish – Nike 2014 World Cup mobile Alphonso – Mobile Video”
Red Coke/ Coca Cola Roja / SCLBITS for “Coca Cola Share a Coke Brand Awareness”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
The Internet of Things
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Hammerhead Navigation / R/GA for “Hammerhead”
LISNR / R/GA + LISNR for “LISNR”
Nike / R/GA for “Nike+ Running on Samsung Gear S”
Oral-B / iconmobile for “Oral-B SmartSeries Mobile Application”
Owlet Baby Care / R/GA + Owlet Baby Care for “Owlet”
Team Detroit / Ford / Team Detroit for “2015 Ford Beacon & Wi-Fi Experience”