Envelope, Please! Global Smarties Awards Releases Mobile Marketing Standouts Shortlist

Envelope, Please Global Smarties Awards Releases Mobile Marketing Standouts ShortlistThey’re creative trailblazers, the cream of the crop of mobile marketers, and now they’re on the shortlist.

The Mobile Marketing Association (MMA) just revealed its shortlist for the coveted 2015 Global Smarties Awards.

About 100 campaigns from around the globe are represented and they point the way to “the next evolution of what is possible when brands place mobile at the core of their marketing strategies,” says the MMA.

“Led by Chief Creative Officer of Razorfish Global, Daniel Bonner, the powerhouse jury panel of over 25 leading brand marketers and agency professionals will have the difficult but invigorating task of debate and winner selection,” a statement provided to MMW reads.

The shortlist suggests that the market is maturing, suggests Bonner.

“This year’s shortlist shows how creativity, innovation, and analytics across all mobile formats continue to mature,” Bonner said. “It is clear that mobile has become an ever increasing primary route to engaging and reaching consumers in a powerful way. This diverse shortlist offers a unique perspective from around the planet.”

The finalists and winners will be honored at the annual Global Smarties Awards show, hosted by Jason Jones (formerly of the Daily Show) opening day of the MMA SM2 Innovation Summit held during Advertising Week in New York City.

The 2015 show will be held on September 28 at Pier Sixty.

Here are shortlisted contenders in five mobile categories, though the entire list is available for perusal here.

Mobile App

  1. AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
  2. Chick-fil-A / Bottle Rocket for “Chick-fil-A App”
  3. Hammerhead Navigation / R/GA + Hammerhead Navigation for “Hammerhead”
  4. Target Corporation / SapientNitro for “Target Holiday Wish List”

Mobile Native

  1. Adidas / Opera Mediaworks for “adidas, Carat & TBWA/Digital Arts Network Discover the Power of Mobile-First Storytelling”
  2. Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
  3. State Farm / Rovio Entertainment for “State Farm + Angry Birds Seasons NBA Episode Campaign”
  4. Universal Pictures / Mindshare Spain for “Draw your own Boxtroll”

Mobile Search

  1. Ford Ranger / Mindshare Philippines for “Waze to Drive”
  2. HotelTonight / HotelTonight for “HotelTonight Uses Deep Linking to Accelerate Growth in Mobile Search Marketing”
  3. We Energies / Pure Oxygen Labs for “We Energies Transforms Power Outage Experience with Mobile Search”

Mobile Social

  1. Dunkin’ Donuts & Trilia/Hill Holliday / Trilia/Hill Holliday for “Dunkin’ Donuts Shark Week”
  2. Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
  3. Nike / Razorfish for “Razorfish – Nike 2014 World Cup mobile Alphonso – Mobile Social”
  4. Old Navy / Old Navy for “Emoodji”
  5. Sunsilk Shampoo, Unilever Vietnam / Mindshare Vietnam for “The Language of Hair”

Mobile Website

  1. Colgate-Palmolive / Irish Spring Signature for Men / Cohn & Wolfe for “What’s Your Signature Say About You?”
  2. Heineken / R/GA London for “Heineken @WhereNext”
  3. Nutry / Ginga for “Nutry Labs”
  4. Old Navy / Old Navy for “Emoodji”
  5. Rexona, Unilever / Mindshare Thailand for “The Power of Multi-screening”