21 of South Africa’s best mobile campaigns [Smarties Awards]

The Mobile Marketing Association of South Africa has announced the winners of the local edition of the Smarties Awards, with digital agency Liquorice among the big winners on the night.

The awards, which aim to recognise the best in mobile advertising, are tied to the global Smarties Awards. This year they also form part of the festivities at The Loeries, South Africa’s premier awards showcase.

This is the second year in which a local version of the awards has taken place. The South African edition of the awards was launched in 2014 as part of the global Mobile Marketing Association’s bid to expand their reach beyond the worldwide competition. At the same time, it launched regional versions of the awards, effectively giving entrants three chances to win.

“It is encouraging to see more brands shifting their budgets to mobile marketing and making use of the highly personalised and interactive channel with the highest reach in South Africa These awards truly reflect the creativity of our industry, its so inspirational to see the great that we had the pleasure of judging. ” said Yaron Assabi, Founder Digital Solutions Group and Chair of MMA SA.

Read more: Smarties mobile awards to be held in SA for first time

The full list of award winners follows below.

Marketing Strategy

Brand Awareness

Gold
Hungry Lion Lucky Bucket Campaign
Hungry Lion
Yonder Media in partnership with MediaShop

Silver
Red Bull Kas’Lami Festival
Red Bull
Mobitainment

Bronze
Connect with Shield
Unilever – Shield
Gorilla Creative Media

Lead Generation

Silver
#TweetDreams
SA Home Loans
Liquorice

Bronze
Isolezwe Asidlale
Isolezwe
Always Active Technologies (AAT)

Relationship Building / CRM

Gold
OMO Fast Kids Maths
Unilever – OMO
Liquorice

Silver
Unilever Deals
Unilever
Thumbtribe

Media Strategy

Cross Media / Cross Mobile Integration

Gold
Red Bull Kas’Lami Festival
Red Bull
Mobitainment

Silver
Isolezwe Asidlale
Isolezwe
Always Active Technologies (AAT)

Bronze
Shield Mission Call
Unilever – Shield
Gorilla Creative Media

Messaging

Gold
whatsfordinner Chef Wendy
Unilever – Knorr
Liquorice

Mobile App

Silver
TransUnion 1Check
TransUnion
Digital Solutions Group

Bronze
PPC Builder’s App
PPC
Digital Solutions Group

Mobile Website

Gold
OMO Fast Kids Maths
Unilever – OMO
Liquorice

Silver
Unilever Deals
Unilever
Thumbtribe

Mobile Social

Gold
AXECESS on Mxit
Unilever – AXE
Gorilla Creative Media

Bronze
Shield Mission Call
Unilever – Shield
Gorilla Creative Media

Enabling Technology

Innovation

Gold
Instant Inspiration
Unilever – Knorr
Liquorice

Silver
Amarula 25th Birthday
Amarula
Liquorice

Bronze
Shazam – Custom Charts Smirnoff
Smirnoff – Brand
Opera Mediaworks & MEC

Mobile Video

Bronze
Smart Video
Smirnoff – Brand
Opera MediaWorks & MEC

Agency of the Year: Liquorice
Operator of the Year: Vodacom
Best in Class: Unilever’s Knorr Instant Inspiration (by Liquorice)