Staff Reporters
Nov 29, 2016

Mobile Marketing Association announces Smarties winners

Unilever and Mindshare won big at the awards ceremony in Singapore.

The Mobile Marketing Association (MMA) yesterday unveiled the winners of the 2016 APAC Smarties Awards in Singapore.

The ceremony awards 58 winners for their outstanding work on mobile marketing strategies. Unilever Asia was named ‘Marketer of the Year in Mobile’, and took home more than 20 awards on the night.

Mindshare Asia-Pacific was crowned ‘Agency Network of the Year in Mobile’ for campaigns such as ‘6 Pack Band’ for Brooke Bond Tea in India, and ‘Lay’s Smilestagram’ for PepsiCo Lay’s in Thailand.

Mindshare Thailand’s ‘Knorr Auntie Reply’ campaign for Unilever’s Knorr brand won two gold awards in the Lead Generation and Product/Services categories. ‘Masterpass by MasterCard’ by Digital Arts Network also took home two golds in the Promotion and Relationship Building/CRM categories.

Other winning regional brands included Castrol India, Canon Singapore, Disney – Pixar, Hindustan Unilever’s Active Wheel, L'Oréal, Nike and Singapore Airlines.

“It is really exciting to see that marketers are truly starting to leverage mobile’s interactive capabilities to deliver real business results for brands in the region,” said Rohit Dadwal, APAC managing director of MMA.

“Our industry has reached a tipping point where great strides in innovation are being taken, and technology has the ability to transform the power and impact of mobile campaign. The quality of the winning campaigns highlight the growing significance of mobile in the APAC region, and carves a promising future for the mobile marketing industry, here.”

A complete list of winners follows:

Award category

Gold Silver Bronze
Brand Awareness Hindustan Unilever/Active Wheel & PHD India N/A UNIQLO & hdtMedia
Hershey's & MRM/McCann
Lead Generation Unilever/Knorr & Mindshare Thailand MasterCard & Digital Arts Network Hindustan Unilever/Pureit & Mindshare India
Levi Strauss & OMD China
Product/Services Launch MasterCard & Digital Arts Network N/A Nike & Mindshare China
Castrol India & Mindshare India
Promotion MasterCard & Digital Arts Network KFC & Mindshare China N/A
Relationship Building/ CRM Unilever/Knorr & Mindshare Thailand N/A Castrol India & Mindshare India
Unilever/Wall's & Mindshare Thailand Ferrero SpA/Kinder Joy & OMD India
Social Impact/Not for Profit Hindustan Unilever/Brooke Bond Tea & Mindshare India ShanghaiPRIDE & Wunderman Shanghai SPCA Hong Kong & Razorfish
Cross Media Integration PepsiCo/Lay's & Mindshare Thailand Hindustan Unilever/Active Wheel & PHD India Hindustan Unilever/Brooke Bond Tea & Mindshare India
Cross Screen Advertising Hindustan Unilever/Pureit & Mindshare India N/A Hindustan Unilever/Brooke Bond Tea & Mindshare India
Marketing within a Mobile Gaming Environment N/A GSK/Horlicks & Mindshare Malaysia N/A
L'Oreal & Mindshare China
Mobile Website N/A N/A Nestle & Mindshare China
Unilever & Mindshare Indonesia
Messaging Hindustan Unilever/Lifebuoy & Mindshare India N/A Hershey's & MRM/McCann
Programmatic N/A Unilever/UFS & PHD China N/A
Location Based Castrol India & Mindshare India N/A L'Oreal & Mindshare China
Hindustan Unilever/Lifebuoy & Mindshare India
Innovation N/A Canon Singapore & Dentsu Singapore Hindustan Unilever/Lifebuoy & Mindshare India
Hindustan Unilever/Pureit & Mindshare India
Mobile App Singapore Airlines & MTT Unilever/Knorr & Mindshare Thailand Nestle Philippines/Milo & OgilvyOne Worldwide
Mobile Native N/A L'Oreal & Mindshare China N/A
Tablet Campaign Singapore Airlines & MTT N/A N/A
Mobile Social N/A Canon Singapore & Dentsu Singapore Hindustan Unilever/Brooke Bond Tea & Mindshare India
Mobile Video N/A Disney-Pixar/Opera Mediaworks & Dentsu Hindustan Unilever/Brooke Bond Tea & Mindshare India
Mobile Audio Hindustan Unilever/Rin & PHD India N/A Hindustan Unilever/Active Wheel & PHD India
Best Brand Experience in Mobile Rich Media N/A N/A Disney-Pixar/Opera Mediaworks & Dentsu
Most Engaging Mobile Creative Nike & Razorfish N/A Disney-Pixar/Opera Mediaworks & Dentsu
Enabling Technology Company of the Year Opera Mediaworks
Best in Show Unilever - "Knorr Auntie Reply" MasterCard - "Masterpass
Agency of the Year in Mobile Mindshare India
Agency Network of the Year in Mobile Mindshare Asia-Pacific
Marketer of the Year in Mobile Unilever Asia


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