Photos: MMA Smarties Awards 2018, China edition

Uniqlo China continued its winning streak at the Smarties Awards, the key annual event of the Mobile Marketing Association, held this year on 13 September in Shanghai's Xintiandi. 

'Hijacking the Largest Shopping Festival in the World', which won the platinum award at Campaign Asia-Pacific's 2018 Digital Media Awards in Shanghai in April, also won the best case study at the Smarties. Mindshare China was the agency mastermind behind the Uniqlo case.

This year, a total of 26 awards were presented by the Smarties, including 3 gold medals, 11 silvers, 9 bronzes.

Also bagging the 'best advertiser of the year', Uniqlo's Single’s Day 2017 marketing tactic was to combine historical in-store sales data and Tmall shopping cart data to distill a list of five key product lines to target shoppers on the day itself. The Fast Retailing brand showed specific Tmall users special offers for these product lines, with creatives optimized by physical location—the closer a consumer was to a Uniqlo store, the higher the incentive offered.

The Smarties jury said Uniqlo's campaign was completely aligned with the rapid development of mobile internet in China. Using online traffic to drive more offline foot traffic was a bold attempt since there is much coordination needed in terms of channels, data and products.