The evening drew attention to pioneering mobile campaigns, following the Smarties Forum held earlier in the day at the same venue, and revealed the winners of the sought-after Smarties Awards for mobile marketing excellence.
The Liquorice unicorns came out as a big winner overall with five individual awards for three different campaigns and the title of agency of the year. This follows their excellent showing at the EMEA regional awards held last week.
Yonder Media also did very well in receiving five awards for two different campaigns, as well as the title 'publisher/media company of the year in mobile'; while Havas Boondoggle brought home four awards as well as the best in show accolade for the Durex 'The big O' campaign.
Gorilla was another top performer, responsible for five awards; with Mobitainment & Brainbow Conscious Creatives and AAT (Always Active Technologies) responsible for three awards each, for their 'Ariel impossible made possible' campaign and 'info4africa - Omnichannel mobile user experience' work respectively; with Boxer Superstores' 'Dreams come true at Boxer with Sunlight' receiving an award; as did Strika Entertainment for 'KFC Supa Strikas golden shakes'; Conversation Lab for 'Dunlop lead generation'; Jupiter Drawing Room Cape Town for 'Burger King #SWHOPPER'; as well as Mobiclicks for the 'CNA June holiday' campaign.
| MARKETING STRATEGY | ||||
| Category | Award | Agency | Brand | Campaign Name |
| Brand Awareness | Gold | Havas Boondoggle | Durex | The Big O |
| Silver | Liquorice & FCB | Amarula | Amarula #Namethemsavethem | |
| Bronze | Mobitainment & Brainbow Conscious Creatives | Ariel | Ariel Impossible made Possible | |
| Bronze | Yonder Media | Shoprite | Shoprite Low Price Christmas Brand Awareness Campaign | |
| Lead Generation | Gold | Havas Boondoggle | Durex | The Big O |
| Silver | Yonder Media | Government Employee Medical Scheme (GEMS) | GEMS Evo Switch Campaign | |
| Bronze | Boxer Superstores | Boxer Superstores | Dreams come true at Boxer with Sunlight | |
| Bronze | Conversation Lab | Dunlop SA | Dunlop Lead Generation | |
| Product/Services Launch | Gold | Strika Entertainment | KFC | KFC Supa Strikas Golden Shakes |
| Silver | Yonder Media | Government Employee Medical Scheme (GEMS) | GEMS Evo Switch Campaign | |
| Relationship Building and CRM | Bronze | Liquorice | Surf - Unilever | Surf School of Shine |
| Social Impact / Non for Profit | Gold | Liquorice | Amarula | Amarula #NameThemSaveThem |
| Silver | AAT (Always Active Technologies) | info4africa | info4africa - Omnichannel Mobile User Experience | |
| MEDIA STRATEGY | ||||
| Cross Media | Gold | Mobitainment & Brainbow Conscious Creatives | Ariel | Ariel Impossible made Possible |
| Silver | Gorilla | Lux - Unilever | We are More | |
| Cross Mobile Integration | Gold | Yonder Media | Government Employee Medical Scheme (GEMS) | GEMS Evo Switch Campaign |
| Silver | AAT (Always Active Technologies) | info4africa | info4africa - Omnichannel Mobile User Experience | |
| Messaging | Bronze | Gorilla | SHIELD - Unilever | It's Your Move |
| Mobile Website | Gold | Liquorice | Amarula | Amarula #NameThemSaveThem |
| Silver | Havas Boondoggle | Durex | The Big O | |
| Mobile Social | Gold | Havas Boondoggle | Durex | The Big O |
| Silver | The Jupiter Drawing Room CT | Burger King | #SWHOPPER | |
| Bronze | Gorilla | Mondelez - Stimorol | Stimoji | |
| ENABLING TECHNOLOGY | ||||
| Location Based Services or Targeting | Gold | Yonder Media | Shoprite | Shoprite Local Awareness Campaign |
| Silver | Mobiclicks | CNA | CNA June Holiday Campaign | |
| Bronze | AAT (Always Active Technologies) | info4africa Non Profit Organisation | info4africa - Omnichannel Mobile User Experience | |
| Silver | Gorilla | AXE - Unilever | You've got Something | |
| Bronze | Gorilla | LUX - Unilever | We are More | |
| Mobile Video | Bronze | Liquorice | SA Home Loans | SA Home Loans House Rules |
| Mobile Audio | Silver | Mobitainment & Brainbow Conscious Creatives | Ariel | Ariel Impossible made Possible |
| BEST IN SHOW | ||||
| Havas Boondoggle | Durex | The Big O | ||
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