See who made the 2019 SA MMA Smarties shortlist

Image credit: MMA.

Smarties judges a campaign’s impact on business results. This year, the awards received double the amount of entries – highlighting the important and central role that mobile plays in marketing today.

The Smarties Awards has 18 categories – which marketers, agencies and tech-enablers entered their work into. Judging took place in September by a panel of industry experts, including Smarties jury chair, Samsung Africa chief marketing officer Dudu Mokholo.

Commenting on the quality of this year’s work, Mokholo says: “It was such a pleasure reviewing the entries across all categories. The standard of work continues to improve across the industry. It is really encouraging to see such a high level of quality workmanship submitted for this year's entries.”

Mindshare leads this year's shortlist – appearing in 10 categories for its work on KFC and Capitec, respectively.

See who else made the cut, this year!

Mobile Search

• Retroviral/Retroviral – #TheBestDick

Brand Awareness

• Tinkies/Hello Square – The Mega Mash-Up
• Renault Kwid/AdColony and OMD South Africa – AdColony & Renault Kwid
• Biogen/Retroactive – #BiogenJourney
• Pepsi Max/Mark1 – Win Like a Baller
• Pernod Ricard/Publicis Machine – Be Curious Influencer Drop
• KFC/Mindshare – Zinger Chutney Burger
• KFC/Mindshare – KFC Dunked Burger
• McDonald's South AFrica/McDonald's South Africa – Know Our Food, Know Our People

Lead Generation/Direct Response/Conversions

• KFC/Yonder Media – KFC Africa CRM Rewards Solution
• Survivor/Retroviral – Outwit. Outplay. Outdoor
• Heineken/BOTTES - the Alcohol Delivery App – BOTTLES x Heineken Alcohol Delivery Campaign
• Capfin/Mindshare – Capfin Everywhere
• Saints Wines/SilverstoneCIS – DGB Saints Wines - Pick your Saint

Product/Services Launch

• FirstCheck/Digital Solutions Group – First Check
• Otees/Yonder Media – Otees Mobile Game
• Golden Cloud/Justpalm – Cake in a Mug in 90 seconds
• Tinkies/Hello Square – The Mega Mash-Up
• KFC/Mindshare – KFC Dunked Burger
• KFC/Mindshare – Zinger Chutney Burger
• McDonald's South Africa/McDonald's South Africa – The Happy Meal Readers
• Incredible Connection/SilverstoneCIS – Incredible Connection - Tinder for Tech

Relationship Building/CRM

• KFC/Yonder Media – KFC Africa CRM Rewards Solution
• MultiChoice/MultiChoice – MultiChoice WhatsApp self-service bot
• McDonald's South Africa/McDonald's South Africa – The McDonald's App
• NuMetro/SilverstoneCIS – NuMetro Unlock the Experience

Social Impact/Not For Profit

• Road Accident Fund/Mark1 – Don’t take a life before it has begun
• Pernod Ricard/Machine a Division of MMS Communications SA (Pty) Ltd – 141 Water
• Zenith/Futuretech Media – Durex

Cross Media

• Biogen/Retroactive – #BiogenJourney
• Standard Bank/Mobiclicks – Standard Bank Cricket World Cup 2019
• Pepsi Max / Mark1 – Win Like a Baller
• KFC/Mindshare – KFC Kentucky Bucket TV Sync
• Capfin/Mindshare – Capfin Everywhere
• KFC/Mindshare – KFC Dunked Burger
• KFC/Mindshare – Zinger Chutney Burger

Cross Mobile Integration

• Tinkies/Hello Square – The Mega Mash-Up
• All Gold/Freshive – It's All Good. It's All Gold
• Heineken/BOTTES - the Alcohol Delivery App – BOTTLES x Heineken Alcohol Delivery Campaign
• Pepsi Max/Mark1 – Win Like a Baller
• Cleanipedia.com/Digitas Liquorice – Unclean Catalogue
• KFC/Mindshare – Zinger Chutney Burger
• Zennith/Futuretech Media – Dettol
• Advertiser/Futuretech Media – Shell 5in5

Mobile Gaming, Gamification and E-Sports

• Otees/Yonder Media – Otees Mobile Game
• Vizeum/Futuretech Media – Carling Black label

Mobile Social

• LegalWise/Yonder Media – LegalWise 16 Days of Activism
• Nespray/Justpalm – Back to School
• AXE/Gorilla – AXE Level Up
• RocoMamas/Retroviral – Smashing Social
• Carling Black Label/Ad Dynamo International (Pty) Limited – Carling Black Label
• All Gold/Freshive – It's All Good. It's All Gold
• Pepsi Max/Mark1 – Win Like a Baller
• Hellmann's Mayonnaise/Digitas Liquorice – Delicious Surprise

Mobile Video

• LegalWise/Yonder Media – LegalWise 16 Days of Activism
• Renault Kwid/AdColony and OMD South Africa – AdColony and Renault Kwid
• Samsung Mobile South Africa/AdColony – AdColony Samsung Mobile S9
• McDonald's South Africa/McDonald's South Africa – McCafe 360 Glam Cam

Location-Based Services or Targeting

• FirstCheck/Digital Solutions Group – First Check
• Heineken/BOTTES - the Alcohol Delivery App – BOTTLES x Heineken Alcohol Delivery Campaign
• Dischem/Mobiclicks – Dischem - Sports Supplement Weekend Sale
• Vicinity Media/Vicinity Media – VisitAbility

Mobile Payments

• Nespray/Justpalm – Back to School
• Miller Genuine Draft/Justpalm – Fresh Take
• Sanlam/Digitas Liquorice – Sanlam Now Cover

Innovation

• Nespray/Justpalm – Back to School
• MultiChoice/MultiChoice – MultiChoice WhatsApp self service bot
• Steers/AdColony and The MediaShop – AdColony & Steers Ribster Build a Burger
• Telkom Mobile/AdColony and Vizeum – AdColony Telkom Summer Aurora
• AXE/Gorilla – AXE Level Up
• Makro/Freshive – Makro Black 5 Day Price Funding
• Total/Total SA/Ad Dynamo/Ad Dynamo – Total Twitter In-stream Live Show Sponsorship
• Knorr/Digitas Liquorice – Takeaway Takeover

Some of last year's Smarties winners.

Mobile App

• FirstCheck/Digital Solutions Group – First Check
• Heineken/BOTTES - the Alcohol Delivery App – BOTTLES x Heineken Alcohol Delivery Campaign
• Knorr/Digitas Liquorice – Takeaway Takeover
• Scottish Leader/Digitas Liquorice – I See A New Perspective
• Knorr/Digitas Liquorice – Goodness Calendar

Programmatic

• Pepsi Max/Mark1 – Win Like a Baller

Mobile Audio

• Liberty/Retroviral and Faith & Fear – Liberty Live
• FreshStop/Mark1 – FreshStop 300th Store

The winners will be announced at the Smarties gala event, which will be held at Monte Casino on 30 October 2019.