Jenny Chan 陳詠欣
Sep 18, 2018

Photos: MMA Smarties Awards 2018, China edition

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

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. 

Source:
Campaign China

Related Articles

Just Published

16 hours ago

Amazon CEO Andy Jassy on using AI to win over ...

The e-commerce giant’s CEO revealed fresh insights into the company's future plans on all things consumer behaviour, AI, Amazon Ads and Prime Video.

17 hours ago

James Hawkins steps down as PHD APAC CEO

Hawkins leaves PHD after close to six years leading the agency, and there will be no immediate replacement for him.

18 hours ago

Formula 1 Shanghai: A watershed event for brand ...

With Shanghai native Zhou Guanyu in the race, this could be the kickoff to even more fierce positioning among Chinese brands.

21 hours ago

Whalar Group appoints Neil Waller and James Street ...

EXCLUSIVE: The duo will lead six business pillars and attempt to win more creative, not just creator, briefs with the hire of Christoph Becker as chief creative officer.