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EFFECTIVE ENTRY INSIGHTS
Mobile is the most compell ing,
accurate, and inclusive marketing
practice today
In the past few years, mobile has
exploded from an afterthought in
marketing and advertising budgets to
a top priority in every marketer’s
campaign
The Smarties Awards is the only
global awards program created
specifi cally to recognize best in
class mobile work from around the
world
Winning a Smarties is validation
that you are among the best,
smartest, and most creative in
mobile marketing, while also
rewarding and enhancing
client/agency relationships
There are many opportunities to win a Smarties
We have introduced some new country specifi c programs and new regional programs, in addition to our existing global program
These new programs will provide winners greater levels of visibil ity within both local markets and on a global stage
We encourage you to enter campaigns not just in multiple categories, but also across these multiple programs
This PowerPoint is a br ief out l ine of eff ect ive entry ins ights for submissions. I t is important that you read the General
Rules on the Smart ies website - http: / /www.mmaglobal .com/events/ the-smart ies/2014/overview
COMPLETING THE ENTRY FORM
Read the entry overview and general rules, and note the requires and formats for creative materials
Start building your entry offl ine fi rst; once you’ve proofed it , then you can cut and paste each section into the online form
Entries should engage the judges and build your business case for winning a Smarties award
Write your entry l ike a short story, but keep it simple, clear, and concise
Be sure to articulate objectives, strategies, and tactics
Be sure your entry form does not have typing errors, is well-written, and has logical thought sequences
Attempt to tightly edit your write-ups, using short, brief paragraphs wherever possible
Smarties are judged by four areas
¤ Strategy
¤ Execution
¤ Creativity
¤ Results
All four areas make up 25% of the total score
Judges look for information and understanding of the business and/or marketing challenge along with a solid mobile strategy
Build your story in this section of the entry form
STRATEGY
Include strategic objectives
¤Increased market share
¤Brand awareness
¤Time engaged with the brand
¤Sales
¤Leads
STRATEGY
Who was the intended target audience?
What was the creat ive and media strategy?
Context - F irst year of campaign? ¤I f not , how has the s t rategy adapted to prev ious resul ts and new technology?
STRATEGY
Describe how the campaign was
implemented and its level of
success
EXECUTION
How did the execut ion or enabl ing technology help achieve results?
How was the mobi le component or enabl ing technology integrated into the overal l market ing strategy?
How creat ive or sophist icated was the campaign in i ts use of mobi le media?
EXECUTION
What did the mobi le channel or enabl ing technology br ing to the overal l campaign that other market ing channels missed?
How was i t matched to specifi c markets , demographics relevant to the overal l campaign execut ion?
What percent of the campaign budget went to mobi le?
EXECUTION
How wel l was mobi le technology leveraged?
Was the campaign compl iant with MMA guidel ines and best pract ices?
What impact did the campaign have on the market?
EXECUTION
Make it as easy as possible for judges to experience the creative as
originally intended
CREATIVITY
Judges wil l consider
¤Consumer engagement
¤Unique use of mobile media
types
¤Creativity dynamics and
integration with overall
campaign
CREATIVITY
We strongly encourage submitting a short (2-3 minute) case study video
OR
Brief written case study (2 pages maximum) that captures the creative and actual interactive experience
CREATIVITY
Include act ive URL to landing page or FTP s i te with l inks to each creat ive element of the campaign
OR
Mult iple act ive URLs (separate each URL with a comma)
Make sure s i tes are l ive
CREATIVITY
Include qualitative and quantitative
data to support claims of success
RESULTS
Did the campaign achieve its objectives and goals?
What impact did the campaign have on the market, i f any?
How innovative was the campaign?
RESULTS
What impact did the campaign or enabling technology have on future uti l ization of mobile in their business?
How did consumers receive the campaign?
RESULTS
When providing results, hard numbers and context wil l have a
great impact on how your entry is judged
RESULTS
I f your c l ient won't let you reveal results in terms of actual response rates or sales , express results in relat ive terms
¤Percentage improvement over control or return on investment rat io
¤Index results against your al lowable, your past campaigns ' successful performance or another standard
RESULTS
If you do index against past campaigns’ performance, be sure to explain what that standard is
Index numbers are meaningless if out of context
RESULTS
DEADLINES & ENTRY FEES
Deadlines Early Bird – May 16, 2014 On-Time – June 30, 2014
Please visit the Smarties website for Entry Fees and Multiple
Discounts http: / /www.mmaglobal .com/events/ the-
smart ies/2014/overview
Smarties Awards Great Work That Works Great
Show Us What You’ve Got
Enter Now:http: / /www.mmaglobal .com/events/ the-
smart ies/2014/overview
