Skip to content
CLOSE
CLOSE
this is the Dynamic Content modal content
CLOSE
this is the Secure Content modal content
CLOSE
this is the Action Content Optional modal content
Please complete action to continue
CLOSE
this is the Legal Content modal content

JUDGING CRITERIA, GUIDELINE & PROCESS

JUDGING CRITERIA

The SMARTIES Awards is the world’s only global modern marketing awards program honoring innovation, creativity, and success. What makes the SMARTIES so unique is the focus on the impact mobile has on business results, which is evident in the way the judging criteria allocates almost half of all awarded points to results.


20% Creativity 20% Strategy 20% Execution 40% Results (Business Impact)
Consumer Engagement Unique mobile media Creativity Dynamics Strategic objective Target audience Creative & Media Strategy Context How execution achieved results Mobile or Tech integration Objective Achieved Market impact Innovation Campaign reception

JUDGING GUIDELINES- TOP TIPS!

For the MMASMARTIES judges to adequately assess the performance of a campaign, the following information is of critical importance:

WHICH KPIS/TARGETS WERE SET AS PART OF THE BRIEF AND WHICH ACTUAL RESULTS WERE DELIVERED?

Entries should provide clear set target and associated data driven results. If the business objective was:

Commercially led, the entry needs to share which target was set and what results were achieved
Marketshare andor brand/categoryranking related, the entry should state which improvements were targeted and which results were achieved post campaign
Audience led, the entryneedstoshare qualitative and quantitative targets, plus provide associated results achieved post campaign.
Performance media based, the entry needs to share which key metrics were planned and which actual results were achieved.
Awareness or brand perception related, the entry should provide a share of voice or brand metrics/KPIs–showing Intended lift./actual results
Consumer acquisition or retention led, the entry should provide a clear set of targets agreed, providing quantitative and qualitative data

WHAT INVESTMENTS WERE COMMITTED TO THE CAMPAIGN?

Entries need to disclose the level of investments made to produce and execute campaigns so that the judges may assess cost/performance ratio

Where possible, cost should be split between production costs and media investments
Specific ROI or ROAS targets were set as part of the brief, please share those and disclose which actuals were delivered against those targets.

JUDGING PROCESS EXPLAINED

PRE - SCREENING *

Preliminary qualifying stage

Complete the form and upload your strategy and creative slides, provide links to your URLs

A single campaign can be entered in up to three different categories and across any of the four core pillars.

Preliminary campaigns will be judged online by MMA SA Exec members and senior brand marketers.

Peer judging will result in the shortlisting

CAMPAIGNS WILL BE ELIMINATED FROM THIS ROUND BASED ON THE FOLLOWING CRITERIA:

Incomplete entries

Disqualified campaigns - refer to qualification criteria and eligibility guideline

Campaign duplications - refer to campaign category guide and entry T’s &C’s

HOW TO ENTER

1. Create a profile on the MMA SMARTIES platform. Create an account – Email / Cell phone number Confirm email / Create unique password

2. Fill in Campaign details

3. Submit supporting information – PDF presentation, URL links, 1-2 min video required

*N/B: entries under Data insights Marketing will not be required to submit creative assets to support and as such will not be penalised


JUDGING PROCESS : CMO JURY PHASE 2&3

PHASE 2: CMO ONLINE SCORING

The shortlisted campaign entries will be evaluated by a panel of senior marketeer judges. Each campaign will be scored by a minimum of five judges. The voting system will identify the campaigns with the highest marks awarded in each category. Five entries with the highest scores in each category will become the category finalists and will be invited to a virtual pitch presentation

PHASE 3: LIVE PITCH WEEK

The five finalists per category will receive an invitation to a virtual pitch with the MMA SA Judging Committee.

The pitch will be moderated with questions asked and recorded

After the pitch sessions the judges will debate the merits of each of the finalists and will vote to award Gold, Silver or Bronze SMARTIES Awards to the most deserving campaigns in each category

The SMARTIES Jury Panel will make the final selection of winners. If there are no suitable entries, judges may decline to appoint a winner

At all stages, a judge’s vote will not be counted for any entry submitted by his or her own company in his or her own country. The decision of the SMARTIES Jury Panel in all matters relating to the awarding of prizes will be final and binding

MMA SMARTIES SA 2023 GUIDE