Smarties™ Asia Pacific 2016: Winning at Mobile, Winning at Business
The rise in consumer adoption of smartphones in Asia Pacific presents numerous opportunities for marketers to create impactful mobile campaigns that resonate with their audiences. Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to examine the drivers that make for truly compelling, powerful and award-winning work in the region.
The analysis of this year’s winning entries showed that effective mobile campaigns were those that understood local nuances and tailored their activity in response. Winners pinpointed consumer needs and focused on addressing them in novel ways. They projected themselves as ‘enablers’ and ‘solutions’ to consumers’ everyday pain points in an engaging and compelling manner. They reframed the brand or category problem, went against what their competitors were doing and were bold in their campaign executions.
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