MMA Announced SMARTIES MENA 2021 Winners offering the Region’s first tokenized awards ‘SMARTIES NFT EDITION’

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UAE: MMA SMARTIES honoured the most innovative and effective modern marketing campaigns that ran across the Middle East and North Africa region during 2021 at the Awards Ceremony held after the inspiring MMA MENA SMARTIES Creativity & Innovation Days Event. This year SMARTIES MENA Awards were given in a unique NFT format known as ‘SMARTIES MENA INTO THE METAVERSE’, the first tokenized awards in the region.  Istanbul based artist, Efe Balun created 4 exclusive animated artworks representing the Smarties trophy categories (Bronze, Silver, Gold and Industry Awards). All winners were prized with a unique art work.

MMA MENA SMARTIES Creativity & Innovation Days 2021 brought together Marketing Thought Leaders, Tech Experts and Researchers. The all-day event hosted MENA thought leaders from leading brands of the marketing ecosystem. Asma Shabab, from Accenture, made a striking introduction about ‘The Metaverse Imperative: Exploring marketing’s future in the internet of tomorrow’ for the event opening. ‘Embrace the Art of Marketing Science’ session held by Tony Evans, Meta, enlightened the attendees about learning the keys to developing modern marketing mix models that accurately capture the value of one’s digital efforts and what the future holds for marketers after the IOS 14 changes have made attributing value more difficult.

As the CEO of Female Fusion, Jen Blandos shared the insights on entrepreneurship, women in business, women in the workplace, health, wellness and resilience.

At the Innovation & Creativity panel, Devrim Melek, Senior VP, Strategy, OSN, Dr. Tamer Eltoni From Etisalat and Nurcan Bıçakçı Arcan from SAS expressed their opinion on the role of the CMO and discussed how marketers need to adapt their skillset and mindset to excel at their duties and advance the company. The session was followed by ‘New Era Of Marketers – What is the Future of Social Media Platforms’ panel where FAHAD OSMAN, Regional Head of Marketing, Tiktok, SOUHEIL SOUEID, Head of Advertising Product & Solutions, MENA, Google, JULIE CAIRONI BECK, Marketing – MENA Regional Head, Snap Inc., TERRY KANE, Director – MENAT, Meta shared the new trends on social media of the leading platforms. 

One of the remarkable sessions of the event was ‘The Creative Effectiveness Formula’ panel led by subject matter experts: JESSICA USENBOR, Director of Product, Diversified Services and Partnerships OMG MENA, MAYANK GARG, Digital, CaST & Creative Partnerships Lead, GSK, SYED MANSOOR HUSSEIN, Category Marketing Leader, International Flavors & Fragrances as they shared their views on how brands can take the relationship between effectiveness and creativity and use it to lead different areas of thought, innovation, and earn their way into the cultural conversation.

Record Number of Case Submissions in 2021 Compared to Previous Years!

The aspect that set this year’s SMARTIES Awards apart from the previous years is the Business Transformation Themes considering the events affecting the world such as Covid-19. There were twice as more campaigns submitted to take the coveted SMARTIES trophy home compared to last year. The esteemed jury consisted of marketing thought leaders from MENA, who voted to choose MMA MENA SMARTIES 2021’s winning campaigns after a long and dedicated process of evaluation among more than two hundred submissions. 

Gold, Silver and Bronze SMARTIES MENA 2021 Industry Awards were presented to the winners at the Awards Ceremony at Rixos Premiıum JBR in Dubai and honored as the most successful Media Agency, Technology Enabler, Ad Network, Advertiser and Best in-show.

Here are the MMA MENA SMARTIES 2021 Winners Based on Categories

 

MARKETING OBJECTIVE

Gaming / Gamification & E-Sports: 
  • du // Network Nation // MENA // AdColony
BRONZE
  • The Battle Of Flavors
SILVER
  • Travel From Home- Using AR to design a Virtual Vacation Experience
SILVER
Machine Learning and AI:
  • EMO-BOT- Emotional Robot
GOLD
  • Kitco IPL Sports Sync AI Activation
SILVER
Audio / Sonic Branding:
  • \”Destination Calling\”- An 8D audio multidimensional travel experience
GOLD
  • Dettol- Back to School
GOLD
Brand Experience:
  • \”Destination Calling\”- An 8D audio multidimensional travel experience
BRONZE
  • \”The Futurines\” Seeing the Future with 3D Printing
SILVER
  • InMobi Helps McDonald’s See Engagement Rate 182% Above Benchmarks
SILVER
  • InMobi Proves the Value of Mobile Branding for Unilever’s Knorr
SILVER
Consumer Promotions:
  • InMobi Delivers New Subscribers for Streaming Platform Shahid, in a Post-IDFA Setting
BRONZE
  • Start Fresh
GOLD
  • Tawuniya Saudi National Day- A Home To Everyone
BRONZE
Contextual / Native Advertising:
  • \”Destination Calling\”- An 8D audio multidimensional travel experience
GOLD
  • \”Stitch-Play\”- A new take on Display
BRONZE
  • EMO-BOT- Emotional Robot
BRONZE
Cross Channel Integration:
  • e-Direct, a new way to shop Laundry
GOLD
Customer Experience:
  • 7DAYS Mini Croissant // MENA // AdColony
BRONZE
  • McDonald’s Grand Chicken // MENA // AdColony
SILVER
  • Travel From Home- Using AR to design a Virtual Vacation Experience
GOLD
Data/Insights:
  • \”Stitch-Play\”- A new take on Display
SILVER
  • EMO-BOT- Emotional Robot
GOLD
  • Tawuniya Saudi National Day- A Home To Everyone
BRONZE
eCommerce (pivoting during the pandemic:
  • e-Direct, a new way to shop Laundry
GOLD
Innovation:
  • Kitco IPL Sports Sync AI Activation
SILVER
Lead Generation / Direct Response / Conversions:
  • Dar Al Arkan leads to Mecca
SILVER
  • EMO-BOT- Emotional Robot
GOLD
  • The year banking changed forever in KSA
SILVER
Location Based Services or Targeting:
  • Closer to du
SILVER
  • Hitting the right spot
BRONZE
  • McDonald’s Drive-thru Come-back
SILVER
  • NBK’s Activation & Wallet Share Campaign: Location Powered Audience Retargeting at Tesla Event
GOLD
mCommerce:
  • Babyshop mcommerce
BRONZE
  • e-Direct, a new way to shop Laundry
GOLD
  • The year banking changed forever in KSA
SILVER
Product / Services Launch:
  • \”Stitch-Play\”- A new take on Display
GOLD
  • Ford F-150 // MENA // AdColony
BRONZE
  • The Battle Of Flavors
BRONZE
Programmatic:
  • Dettol – Hajj
BRONZE
Social Impact / Not For Profit:
  • #SmallBusinessesMatter – Using Social to Keep SMEs Open
SILVER
Social Media Marketing:
  • #SmallBusinessesMatter – Using Social to Keep SMEs Open
BRONZE
  • Doing Something Never Done Before
SILVER
Social Responsibility:
  • Dettol- Back to School
GOLD
Technology Innovation:
  • e-Direct, a new way to shop Laundry
SILVER
User Generated / Influencer Marketing:
  • Dettol- Back to School
SILVER
  • Dettol Cool
BRONZE
  • Moshaya Family Animation
GOLD
Video Advertising:
  • InMobi and Spark Foundry Garner Nearly 3 million Impressions on In-App Ads for Almarai
BRONZE
  • InMobi Proves the Value of Mobile Branding for Unilever’s Knorr
BRONZE
  • L’Usine Puffs // MENA // AdColony
GOLD

 

INDUSTRY AWARDS

Ad Technology Enabler of the Year: Inmobi
Ad Network of the Year: AdColony a Digital Turbine Company
Agency of the Year: Universal Media
Advertiser of the Year: RAKBANK
Best In Show: e-Direct, a new way to shop Laundry- Ariel and Tide I Leo Burnett Bei