Smartphones are fast becoming the most dominant device in Indonesia, unlocking tremendous opportunities for marketers to create impactful digital campaigns that resonate with their audiences.

To help marketers understand the characteristics of effective mobile campaigns, Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to identify the drivers that separate winning campaigns from the rest.

Winning Indonesian campaigns focused on long-term brand objectives, not just short term sales. They delivered useful, fun and rewarding content at the time the audience was open to it and via the channels they were already using. Winning campaigns integrated technologies such as geo-targeting and virtual reality (VR) to bring consumers into action and involve them in ways that allowed them to be immersed in the brand.