Calls for entries to 2020 SMARTIES Awards
New Categories focus on use of User Generated Content, Data analytics and Technology to create significant business impact
The Mobile Marketing Association, the only global mobile trade association that brings together the full ecosystem of marketers, tech providers and sellers, has announced new categories for the ninth edition of SMARTIES India Awards 2020, scheduled for September in Mumbai, India. The SMARTIES are the world’s only global mobile marketing awards programme honouring innovation, creativity and success, and MMA is calling for entries to SMARTIES 2020, encouraging agencies, brands, and marketers who have secured outstanding achievements across the mobile marketing ecosystem.
“Technology has become a greater, more integral part of mobile marketing in the past year and continues to be a disruptive force across India. We are pleased to introduce new categories for this year’s SMARTIES Awards. These categories will help expand our reach to new, modern marketing initiatives being undertaken across the country,” said Moneka Khurana, Country Head, MMA India. “We are looking forward to receiving this year’s entries and celebrating the excellence of mobile marketing at the annual SMARTIES Awards.”
New categories
On top of existing categories spanning four themes that include marketing objective, media, technology and creative awards, there are four new categories added to this year’s edition. They are:
· Data/Insights (Technology): The use of consumer data plays an integral role in the development and execution of a campaign to target, engage or develop a meaningful relationship with a specific audience or community. Entrants need to detail the role that data had within the campaign strategy in achieving the brand and business goals.
· Banners and Rich Media (Technology): Driving business goals while being respectful of user experience. This category is relevant to campaigns using mobile platforms and/or devices that encourage customer interaction and engagement and drive strong business ROI. The campaigns also actively seek to be respectful of user experience from the ad choices made.
· Best Use of UGC (Creative Awards): User-generated content (UGC) consists of any form of content that’s created by users and consumers about a brand or product. UGC in turn enables authenticity and makes the user the brand ambassador. This is suitable for entrants who have creatively enabled UGC and crowd sourcing to build consumer collaborative ads, yielding great results and metrics.
· Best Data-driven Creatives (Creative Awards): Intelligent use of data insights for scaled personalisation of creatives to drive campaign and business objectives. Data insights could be based on audiences, context or from offline input (e.g. pollution API).
Eligibility and deadline
To be eligible for the awards, campaigns need to be active in the marketplace between January 2019 to July 2020. The on-time deadline for all entries is 15 July, while the extended deadline is 24 July. With an extended deadline, there are changes to entry fees as well.