Digitas Liquorice was the big winner at this year’s Smarties Awards, scooping nine in total. The Smarties are the world’s only global mobile marketing awards, honouring innovation and creativity, and measuring the impact and success mobile has on business. Gorilla and Yonder Media also performed well, with the latter scooping the prestigious Best in Show award for KFC’s customer relationship management (CRM) Rewards campaign which showed brilliant execution through its rich, multi-engagement transaction handling, reward points and walleting gamification platform, says Sarah Utermark, SA country director of the Mobile Marketing Association (MMA). The campaign, a mobile-first, mobile-only implementation, made effective use of USSD as an entry mechanism and paired it with rewards and prizes that were also mobile driven. “This is a shining example of how to leverage mobile to successfully drive business results,” says Utermark.

KFC was awarded in five categories (lead generation, ...

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