Staff Reporters
Oct 5, 2016

Mobile Marketing Association announces Smarties shortlist

The awards will be held on 28 October.

Mobile Marketing Association announces Smarties shortlist

SINGAPORE - Mindshare India leads with 23 nominations in total, while Mindshare Indonesia and PHD India follow closely behind with seven and five nominations, respectively, for the Mobile Marketing Association (MMA)'s 2016 APAC Smarties Awards. 

"There was a fantastic range of entries this year that demonstrate creative thinking and strategic execution, and as always, the decision-making process was challenging," said Rohit Dadwal, managing director of the Mobile Marketing Association in Asia Pacific. "The jury panel, including myself, was impressed by the way each of the shortlisted campaigns leveraged mobile’s interactive capabilities to deliver real business results."

Among brands, Unilever stood out with 32 nominations across Indonesia, India, China and Thailand. PepsiCo came next with 11 in Vietnam, Malaysia and India.

The full shortlist:

Brand Awareness

  • Active Wheel and PHD India
    Lo Kar Lo Baat
  • Glaxosmithkline Consumer Healthcare Sdn Bhd and Mindshare Malaysia
    Horlicks NutriQuest
  • Castrol India Ltd and Mindshare India
    How Castrol activated mini truck driver targeted only campaign.
  • Mirinda - Suntory PepsiCo Vietnam Beverage and Redder Advertising
    Mirinda - Tet Full of Laughter
  • UNIQLO and hdtMEDIA
    UNIQLO- The New Fans Economy: A Breakthough In Mobile Digital Marketing
  • Hershey's and MRM//McCANN
    Hershey's Happygrams
  • Unilever and Mindshare Indonesia 
    1001 Inspirasi Ramadan

Lead Generation

  • Hindustan Unilever- Pureit and Mindshare India
    Outshout or Outsmart???
  • Coca-Cola Korea company / Fanta and SLATE&AIR
    Fanta, Play NOW!
  • MasterCard and Digital Arts Network
    MasterPass™ by MasterCard®
  • Levi Strauss Commerce (Shanghai) Limited and OMD China
    The Levi’s Campaign that Levi’s Didn’t Create
  • Friso - FrieslandCampina and Pervorm
    Friso mobile first acquisition campaign Vietnam
  • Unilever/Unilever Food Services (UFS) and PHD China
    Finding Chinese Chefs
  • Unilever/ Knorr and Mindshare Thailand
    Knorr Auntie Reply

Product / Services Launch

  • Friesland Campina Vietnam/ Yomost and Mindshare Vietnam/ MullenLowe Vietnam
    YOMOST #YNOTDANCE - THE MOST ENGAGED DANCING TREND IN VIETNAM
  • Pond's and Mindshare Indonesia and InMobi
    Pond's Acne Popcorn
  • Nike and Mindshare China
    Digital-Henge: Nike takes on luxury
  • KFC Malaysia and Opera Mediaworks
    KFC Breakfast
  • Castrol India Ltd and Mindshare India
    How Castrol activated mini truck driver targeted only campaign.
  • MasterCard and Digital Arts Network
    MasterPass™ by MasterCard®

Promotion

  • Coca-Cola Korea company / Fanta and SLATE&AIR
    Fanta, Play NOW!
  • KFC and Mindshare China
    KFC #Morningencouragement Makes White Collars' Morning a Little Better
  • Bagpiper Whisky and Mindshare India
    How Bagpiper used India's first offline app store to connect with their audience
  • MasterCard and Digital Arts Network
    MasterPass™ by MasterCard®
  • Hindustan Unilever Limited/ Lifebuoy and Mindshare India
    MMS 2.0
  • ASUSTeK Computer Inc. and Razorfish (H.K.) Co. Ltd
    ASUS ZenFone Zoom to Wanda

Relationship Building / CRM

  • Unilever/ Knorr and Mindshare Thailand
    Knorr Auntie Reply
  • Unilever / Wall's and Mindshare Thailand
    Wall's Man 2.0
  • Castrol India Ltd and Mindshare India
    How Castrol activated mini truck driver targeted only campaign.
  • Coca-Cola Korea company / Fanta and SLATE&AIR
    Fanta, Play NOW!
  • Kinder Joy and OMD India
    Kinder Joy Story Station

Social Impact / Not for Profit

  • SPCA Hong Kong and Razorfish (H.K.) Co. Ltd
    SPCA’s The Truth Restaurant
  • ShanghaiPRIDE and Wunderman Shanghai
    Holding Hands
  • Brooke Bond Red Label Tea and Mindshare India
    6 Pack Band
  • Mindshare Indonesia / Lifebuoy and Opera Mediaworks
    Lifebuoy Handwashing Campaign
  • Idea Cellular Pvt Ltd and Mindshare India
    Powering the next Gen Internet ready India

Cross Media / Cross Mobile Integration

  • Active Wheel and PHD India
    Lo Kar Lo Baat
  • Brooke Bond Red Label Tea and Mindshare India
    6 Pack Band
  • Lay's and Mindshare Thailand
    Lay's Smilestagram
  • Levi Strauss Commerce (Shanghai) Limited and OMD China
    The Levi’s Campaign that Levi’s Didn’t Create
  • Google and R/GA Singapore
    PlayTown
  • UNIQLO and hdtMEDIA
    UNIQLO X KAWS –OXO Integrated Online to Offline Marketing Campaign Best Practice Case
  • Pepsi and Mindshare India
    Crash the Pepsi IPL
  • Moto India and Mindshare India
    Moto X Force – When the Moto ShatterProof phone shattered competition dreams!
  • Unilever and Mindshare Indonesia 
    1001 Inspirasi Ramadan

Cross Screen Advertising

  • Hindustan Unilever- Pureit and Mindshare India
    Outshout or Outsmart???
  • Brooke Bond Red Label Tea and Mindshare India
    6 Pack Band
  • Cornetto / Unilever and PHD China
    Follow Your Heart, Don’t Wait
  • Quaker, PepsiCo and Mindshare Malaysia
    Oatsomenya Quaker!
  • Pepsi and Mindshare India
    Crash the Pepsi IPL

Marketing within a Mobile Gaming Environment

  • Glaxosmithkline Consumer Healthcare Sdn Bhd and Mindshare Malaysia
    Horlicks NutriQuest
  • Google and R/GA Singapore
    PlayTown
  • L'Oreal and Mindshare China
    Mobile Makeover for Gamers by L'Oreal Men Expert

Messaging

  • Hindustan Unilever Limited/ Lifebuoy and Mindshare India
    MMS 2.0
  • Hershey's and MRM//McCANN
    Hershey's Happygrams
  • OMO and SapientNitro
    Mother’s Day Digital Campaign
  • Friesland Campina and Out There Media & Mindshare Vietnam
    Friso Mobile - Excellence in Relationship Marketing & Mom Loyalty Building

Programmatic

  • Unilever/Unilever Food Services (UFS) and PHD China
    Finding Chinese Chefs
  • Friso - FrieslandCampina and Pervorm
    Friso mobile first acquisition campaign Vietnam
  • Knorr / Unilever and PHD China
    Knorr: Always On, Always Inspire
  • Quaker, PepsiCo and Mindshare Malaysia
    Oatsomenya Quaker!

Mobile App

  • Nestlé Philippines - MILO and OgilvyOne Worldwide
    MILO Champions Band & App
  • Unilever/ Knorr and Mindshare Thailand
    Knorr Auntie Reply
  • Singapore Airlines and MTT
    Singapore Airlines Multi-Device Roll Out
  • Suntory Pepsico Vietnam and Mindshare Vietnam
    The Pepsi KaraIdol App
  • Glaxosmithkline Consumer Healthcare Sdn Bhd and Mindshare Malaysia
    Horlicks NutriQuest

Mobile Website

  • Cornetto and Isobar China
    Cornetto-Follow your heart, Don't wait
  • Hershey's and MRM//McCANN
    Hershey's Happygrams
  • Nestle and Mindshare China
    Nescafe Study Break with Instant Manga
  • Unilever and Mindshare Indonesia 
    1001 Inspirasi Ramadan
  • Pepsico/Kurkure and Mindshare India
    Avenging the extra sweet in digital space

Mobile Native

  • Lazada and Opera Mediaworks
    Lazada’s “Hitting Bull’s eye in Indonesia eCommerce with native mobile first strategy” Campaign
  • L'Oréal and Mindshare China
    Hyper Targeting with L'Oreal Men Expert Comfort Max and Moji
  • Yum! Brands/Kentucky Fried Chicken and Facebook
    Finger Lickin 360
  • Getit Infomedia Limited / AskMeBazaar.com and Opera Mediaworks
    AskmeBazaar Trailblazers the E-Commerce Landscape in India

Tablet Campaign

  • Cornetto / Unilever and PHD China
    Follow Your Heart, Don’t Wait
  • Singapore Airlines and MTT
    Singapore Airlines Tablet App

Mobile Social

  • Hershey's and MRM//McCANN
    Hershey's Happygrams
  • Brooke Bond Red Label Tea and Mindshare India
    6 Pack Band
  • Levi Strauss Commerce (Shanghai) Limited and OMD China
    The Levi’s Campaign that Levi’s Didn’t Create
  • Knorr and Isobar China
    Knorr China-A taste of home
  • Canon Singapore and Dentsu Singapore
    Canon Instazoom
  • Nike and Mindshare China
    Digital-Henge: Nike takes on luxury

Innovation

  • Hindustan Unilever Limited/ Lifebuoy and Mindshare India
    MMS 2.0
  • Active Wheel and PHD India
    Lo Kar Lo Baat
  • Hindustan Unilever- Pureit and Mindshare India
    Outshout or Outsmart???
  • Canon Singapore and Dentsu Singapore
    Canon Instazoom
  • HEINEKEN and CLICK MEDIA and STARCOM
    THE STAR GIFTER
  • Apple and OMD
    Apple’s CNY Gift to Mobile Advertising

Location Based

  • Castrol India Ltd and Mindshare India
    How Castrol activated mini truck driver targeted only campaign.
  • Rexona and Mindshare Indonesia and InMobi
    Rexona Streetview
  • L'Oréal and Mindshare China
    Hyper Targeting with L'Oreal Men Expert Comfort Max and Moji
  • Comfort and Mindshare Vietnam
    Personalized Tet Wish
  • Kopiko78 and Telkomsel
    Kopiko 78 Unique Sampling Experience with Telkomsel
  • Hindustan Unilever Limited/ Lifebuoy and Mindshare India
    MMS 2.0
  • Dongfeng CIROEN and Beijing Dentsu Advertising Co., Led
    Fami-Navi

Mobile Payments

  • MasterCard and Digital Arts Network
    MasterPass™ by MasterCard®

Mobile Video

  • Disney - Pixar and Opera Mediaworks & Dentsu
    Finding Dory
  • Brooke Bond Red Label Tea and Mindshare India
    6 Pack Band
  • HEINEKEN and CLICK MEDIA and STARCOM
    THE STAR GIFTER
  • Mountain Dew and Mindshare India
    Mountain dew takes the OTT world by storm by launching India’s first branded channel
  • Yum! Brands/Kentucky Fried Chicken and Facebook
    Finger Lickin 360

Mobile Audio

  • Pepsodent and Mindshare Indonesia
    Pepsodent Bedtime Story
  • Active Wheel and PHD India
    Lo Kar Lo Baat
  • Suntory Pepsico Vietnam and Mindshare Vietnam
    The Pepsi KaraIdol App
  • Rin and PHD India
    Rin Career Ready Academy

Best Brand Experience in Mobile Rich Media

  • Hershey's and MRM//McCANN
    Hershey's Happygrams
  • Sony Pictures Singapore & Malaysia and Touch Create
    Bond Spectre
  • Disney - Pixar and Opera Mediaworks & Dentsu
    Finding Dory
  • Dongfeng CIROEN and Beijing Dentsu Advertising Co., Led
    Fami-Navi
  • Gatorade and Opera Mediaworks
    Nothing Beats Gatorade Refresh
  • Sony Pictures Singapore and Malaysia and Touch Create
    The Walk

Most Engaging Mobile Creative

  • Disney - Pixar and Opera Mediaworks & Dentsu
    Finding Dory
  • Yum! Brands/Kentucky Fried Chicken and Facebook
    Finger Lickin 360
  • Downy and Mediacom
    Downy Indonesia #Romancehour
  • National Geographic Channel and Vserv Digital Services and Flying Cursor
    NGC's How to Win at Everything launch campaign
  • Nike and Razorfish
    Nike Kobe-mojis
  • Chambord and Starcom Mediavest
    Chambord: For No Reason

 

Tags

Related Articles

Just Published

7 hours ago

Chinese consumer recovery still limited by a ...

TOP OF THE CHARTS: Hakuhodo study says consumer confidence is recovering, but shopping behavior remains half-hearted.

7 hours ago

New Business League: May 2020 report

Carat, Starcom, Mediacom, Wavemaker, Publicis and Leo Burnett are among the agencies shifting positions in R3's latest tally of APAC new business. Plus, see the top 10 APAC wins.

8 hours ago

Post-lockdown health measures get the Thai creative ...

The Thai Health Promotion Foundation and Leo Burnett prove that serious health advice doesn't have to be dry and dull.

8 hours ago

McDonald's releases waterfalls of white meat in ...

Juicy chicken stands in for rushing rapids in a DDB Hong Kong campaign that's clearly aimed—in terms of both timing and execution—at tweaking KFC's beak.