15 NOV 2021
From making finance fun again to helping a brand boycott their own services, MediaCom delivered the results and with that was honored at the MMA SMARTIES X and SMARTIES North America.
Winning SMARTIES X Best in Show, Ally Bank invited Animal Crossing players to experience interactive elements, where players could exchange virtual currency that brought Ally’s brand promise of “the smarter way to bank” to life – turning bells and turnips into a +320% spike in account openings and a +244% increase in social mentions. MediaCom integrated Ally into the game by creating a new island totally in line with the brand mission of helping people to be better with money, so they could afford all their material goals and experiences. Ally’s Island was a unique space for the brand, a place where it had 100% share of voice. The campaign won SMARTIES X Gold in Brand Experience and Gaming/Gamification & E-Sports as well as in Gaming/Gamification & E-Sports in North America. MediaCom and Ally Bank took home SMARTIES X Gold in the Product/Service Launch category for Ally’s “R/Bank” campaign which was the first bank to accept Reddit Gold.
Facing unique challenges during the pandemic, Uber’s ‘Move What Matters’ campaign took home Gold in the SMARTIES X in the Video Advertising category. Working with Uber the campaign let people know that by not using the services, they were helping Uber provide essential journeys and delivering meals to the people on the frontline. The results were the highest impression score to date, and highest reputation score for the past four years during the campaign (YouGov).
Congratulations to all the winners, finalists, teams, clients, and agency friends involved!
SMARTIES X is the world’s first marketing award recognizing innovation. It is the highest achievement across the globe honoring and awarding outstanding innovation resulting in significant business impact for brands, agencies, media companies and technology providers. SMARTIES North America honors the most effective modern marketing in the United States and Canada.From making finance fun again to helping a brand boycott their own services, MediaCom delivered the results and with that was honored at the MMA SMARTIES X and SMARTIES North America.
Full list of winners:
- Ally Bank – “Animal Crossing” – Gold in Brand Experience; Gaming/Gamification and E-Sports
- Ally Bank – “R/Bank” – Gold Product/Service Launch
- Uber – “Move What Matters”- Gold in Video Advertising
SMARTIES North America
Ally Bank - “Animal Crossing” – Gold in Gaming/Gamification and E-Sports