MMA Smarties APAC Awards 2019's winners. (Photo courtesy of MMA)

MMA Smarties Awards to Return With Five New Categories


APRIL 13, 2020

Jakarta. Mobile Marketing Association, or MMA, has announced several new categories, including Internet of Things, for their upcoming Smarties Indonesia Awards on Oct. 15.

"Mobile has become a disruptive power in Asia-Pacific. We are pleased to introduce new categories and a new country program at this year's Smarties Indonesia to broaden our horizon," MMA Asia-Pacific managing director Rohit Dadwal recently said in Jakarta.

The annual event has always been tied to the main themes of marketing objective, media, technology and creative awards.

In its seventh edition, MMA decides to further explore its key themes with five new categories, including best use of branded content, data or insights, IoT, best use of user-generated content (UGC) and data-driven creatives.

The winner of branded content will be selected based on the business impact from original web series and other mobile-based programs.

The insight award will be given to the mobile marketer who can take full advantage of consumer data to maximize their campaigns and consumer relationships.

For the IoT category, MMA seeks candidates who can make use of interconnected smart devices and wearables to enhance the consumer experience.

Campaigns that rely on voice-activated device assistants such as Alexa and Google Home are acceptable for entry.

IoT entrants can also opt to submit pre-existing products, prototypes as well as products still at the incubation phase.

Meanwhile, UGC highlights the more authentic form of mobile marketing with contents generated by their very own consumers. This category is recommended for those who have creatively activated UGC and crowdsourcing.

For data-driven creatives, MMA will honor marketers capable of leveraging consumer data insights for personalized ads. These data insights can be based on audience, context or offline inputs such as the air pollution index (API).

The Smarties Awards will only accept campaigns that are active between Jan. 2019 and July 2020.

For submissions, applicants are expected to register before July 15. Latecomers can still join until the extended deadline on July 24. However, the registration fee for entries that are past the on-time period will differ.

The awards ceremony is also a chance to launch a new country program with Thailand following the country's rapid growth in mobile usage and mobile marketing, Rohit said.

As of now, the association has launched several country programs in Asia-Pacific – Vietnam, China, Indonesia, India and Thailand.