MMA’s country director, Sarah Utermark explained that the impact that mobile has on business in the digital space continues to grow each year. That's why the Smarties maintain their ethos on measurement and results, coupled with innovation and technology.
On this year's entries, MMA SA Chair and head judge, and CMO at Tyme Luisa Mazinter, says the standard is impressive, especially as there are so many ways nowadays for brands to reach their customers through mobile, so agencies are beginning to experiment and innovate in ways never seen before.
Fellow judge Lana Strydom, executive head of digital, social and content marketing at Vodacom, adds that this led to some great examples on how bots are being integrated into the customer journey, allowing for meaningful, repeat engagement if used effectively in the media mix.
The shortlisted work in each category is as follows:
| Category | Entry Name | Advertiser Brand | Lead Agency |
| Products & Services | #ShieldReady | Shield | Gorilla |
| Debonairs Smokin’ BBQ | Debonairs | AdColony | |
| Lead Generation | KFC CRM Rewards Program | KFC | Yonder Media |
| Shoprite Checkers Win a Car | Shoprite | Yonder Media | |
| Capfin | Capfin | Mindshare | |
| Location based | KFC Zinger | KFC | Vicinity Media |
| Lucozade | Suntory | Mindshare | |
| Dischem – Winter Care Guide | Dischem | Mobiclicks | |
| Mobile Social | #ShieldReady | Shield | Gorilla |
| Miller Genuine Draft Mbali Chatbot | Miller | Just Palm | |
| Pressure Moments | Shield | Gorilla | |
| Mobile Video | OMO Father’s Day | OMO | Digitas Liquorice |
| Heineken Aurora | Heineken | AdColony | |
| Knorr Whatsfordinner Leave No Food Behind | Knorr | Digitas Liquorice | |
| Volkswagen SA – How to Adventure 360 | Volkswagen | Mobiclicks | |
| Cross Media | Surf School of Shine | Surf | Digitas Liquorice |
| Fruit-Full mobile game | Tru Cape Fruit | Red Cherry Interactive | |
| Be The Next Champion | Shield | Gorilla | |
| Cross Mobile | Lucozade | Suntory | Mindshare |
| Innovation | Add Hope VR | KFC | Mark 1 |
| Miller Genuine Draft Mbali Chatbot | Miller | Just Palm | |
| Lucozade | Suntory | Mindshare | |
| Fruit-Full mobile game | Tru Cape Fruit | Red Cherry Interactive | |
| Unilever Top Sellers | Unilever | Digitas Liquorice | |
| Brand Awareness | #ShieldReady | Shield | Gorilla |
| World Toilet Day 2017 | Domestos | Niche Guys | |
| Killer Combinations | Domestos | Niche Guys | |
| Add Hope VR | KFC | Mark 1 | |
| Relationship Building/ CRM | Unilever Top Sellers | Unilever | Digitas Liquorice |
| KFC CRM Rewards Program | KFC | Yonder Media | |
| Social Impact | Coding a Better Future | ABSA | YDigital |
| Add Hope VR | KFC | Mark 1 |
The awards evening will be held on 1 November at the Maslow in Sandton. Visit the MMA SA website, and follow MMA SA on Twitter for more information.
