MMA Smarties Awards

Honoring innovation, creativity and success in mobile marketing

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Case Study

This case study explains how Mirinda, a soft drinks brand, created #ReleaseThePressure, a campaign to show parents and teens in India the effects of parental pressure.

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Godrej Properties, an Indian real estate brand, reconnected with its target audience by using a Facebook chatbot to act as their personal property expert.

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Movistar, a telecommunications brand in Spain, collaborated with Accenture Interactive and Fjord to develop a new app and control the functions of its Wi-Fi routers.

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Dove, a personal care brand, promoted its conditioner by using influencers and sisterhood moments to educate Indonesians on the importance of using conditioner.

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Saavn, the audio streaming service, and Liva, the fashion brand, used voice based podcast ads on the former’s No Filter Neha show to increase engagement for both brands on India.

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HP, an IT based company, drove awareness of its new HP-Spectre laptop by producing a video that tapped into the emotional side of the brand.

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Knorr, a German food and beverage brand, promoted its special line of soup for Ramadan by creating the 'Knorr Pita Line' on mobile to help reduce queues for the Ramadan pita in Turkey.

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Axe, a deodorant brand, developed a campaign in Spain to redefine its brand in order to become more relevant and raise awareness.

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Pegasus Airlines, a Turkish airline company, utilised the hype around Game of Thrones by targeting searches so that its ad would appear whenever the programme was searched for, in order to promote its winter season sales.

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Lifebuoy, a soap brand, promoted its shampoo among moms by launching a virtual community on BBM messenger to educate them on hair tips for their families.

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Gordon’s, the British gin brand, increased sales and footfall by using mobile ads to target commuters with its Gin & Tonic can product in the UK.

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Godrej Properties, an Indian real estate company, increased interest in its property by creating a livestream on Facebook to bring the experience of a property viewing to its target.

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Mytaxi, the first taxi app present in Europe, developed an app to connect passengers with drivers in Spain and reduce traffic jams and pollution, making cities more efficient and sustainable.

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Liva, a fashion brand, used its partnership with a Bollywood celebrity's new podcast show to increase sales and establish itself within the Indian fashion industry.

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Benadryl, a hayfever and allergy treatment product, reached its audience and encouraged sales by creating Out Bound Diallers on mobile.

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McDonald's, a fast food restaurant chain, cemented its place as number 1 in the German informal eating out category by using a location strategy on mobile.

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Ben & Jerry's, an ice cream brand, launched a campaign in Spain to raise awareness and tackle social issues, focusing on a relevant environmental issue at a local level.

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Vodafone, a telecommunications brand, partnered with Traffic app, Yandex, to promote its Red loyalty programme offers.

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Miladys, the fashion retailer, increased its online presence in South Africa by focusing on improving its search engine optimisation.

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The Las Vegas Convention and Visitors Authority, the state government agency for destination marketing for Southern Nevada, raised awareness of Las Vegas as a holiday destination through a promotional reward in Munich.

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Cornetto, an ice cream brand, communicated its message of love to Turkish millennials by creating a platform that allowed them to create personalised banner ads for their loved ones.

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This case study details how FIAT, a car brand, introduced Fiat Egea Family in Turkey to change people's point of view about cars.

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This case study explains how Diageo, an alcoholic drinks brand, created the first branded bot in India to engage consumers in the home party space.

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MILO, a beverage produced by Nestle, launched a geo-targeting mobile campaign to promote its drink product as a healthy choice for families.

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Happydent, the chewing gum brand, improved its reputation with young adults in India through a CSR initiative encouraging them to smile.