MMA announces 2020 SMARTIES APAC Winners | MMA
December 11, 2020

Awards recognise marketers who delivered disruptive and innovative ideas that shape the future of modern marketing

Singapore, 11 December, 2020 – MMA today unveiled the winners of the 2020 SMARTIES APAC awards. In its eighth edition, the MMA SMARTIES is the world’s only global mobile marketing awards programme celebrating outstanding innovation, creativity and achievement in the modern communications world where mobile is at the heart of consumer engagement.

Submissions were received from across the region, covering more than 20 individual categories including the new “Winning from Home” category, which pays tribute to the marketers who have beaten challenges of remote working during a global pandemic to deliver creative and innovative ideas. 

All submissions were evaluated by a 30-member pre-screening jury panel that determined the shortlisted entries. The award winners were then selected by an independent jury of 20 senior marketing professionals led by Ravi Santhanam, Chief Marketing Officer, HDFC Bank, and Richa Goswami, Group Head of Customer and International, Global Wealth and Personal Banking, HSBC.

“A big congratulations to all the SMARTIES winners who continued to deliver the best and most effective mobile work in the region,” said Rohit Dadwal, Managing Director, Asia Pacific, MMA. “I am proud to witness the many successful campaigns that marketers have managed to deliver through leveraging mobile as a medium. As mobile continues to make waves across Asia, I am keen to see how they will showcase even more innovative and transformational ideas.”

All shortlisted entries were judged based on strategy, creativity, execution and business impact. Business impact accounts for 40 percent of the entrant’s overall score, while creativity, strategy and execution make up 20 percent each.

Aside from individual category winners, the SMARTIES also recognised companies for their industry-leading work. Notable winners include Coca-Cola, which clinched both accolades for Marketer and Brand of the Year. Some other winners include:

  • Creative Agency of the Year: Dentsu Redder
  • Agency of the Year: PHD Media China
  • Technology Enabler of the Year: AdColony
  • Publisher of the Year: TikTok

“We saw a lot of brilliant and inspirational work delivered by marketers who were sitting from home, coordinating with multiple agencies, and successfully communicating their brands’ key messages to the wider audience,” said Mr. Santhanam, this year’s SMARTIES APAC jury chair for the first day of evaluation. “As jury members, we had very insightful yet heated discussions around the entries because we were so impressed by the standard of work. A big congratulations to all the winners.”

Ms. Goswami, the jury chair for the second day of evaluation, commented, “This year’s entries exceeded all our expectations, and have delivered a high calibre of work. We’ve seen marketers leverage emerging trends such as AI and search, and effectively using data to create connected experiences. I look forward to seeing how marketers continue to create more impactful campaigns that not only impact the brand, but also the industry and society as a whole.”

The 2020 SMARTIES APAC Award Winners are:

Industry Awards

Best in Show

Winners: ‘Make Tết Easy Again’ With ViettelPay. Challenge Accepted!

Marketer of the Year

Winner: The Coca-Cola Company

Brand of the Year

Winner: Coca-Cola

Agency of the Year

Winner: PHD Media China

Creative Agency of the Year

Winner: Dentsu Redder

Technology Enabler of the Year

Winner: AdColony

Publisher of the Year

Winner: TikTok

Brand Awareness

GOLD: ViettelPay and Dentsu Redder / Metub (‘Make Tết Easy Again’ With ViettelPay. Challenge Accepted!)
SILVER: Google and Flipkart Ads (Ok Flipkart, deliver exceptional results)
BRONZE: Dove and Mindshare Philippines / AdColony (Dove Deo Dry Serum Mobile Campaign)

Lead Generation / Direct Response / Conversions

SILVER: Softlogic Life and Third Shift Media Solutions & Shift / Isobar Sri Lanka / Softlogic Life Insurance PLC. (Scratch and Text to Protect Your Life)
SILVER: ZaloPay and T&A Ogilvy (ZaloPay Tet 2020)

Product / Services Launch

SILVER: X-Men and The Purpose Group / Ogilvy / Marico SEA (X-Men F1 Special Edition – Shifting F1 Dreams To Another Gear)
SILVER: Pond’s and Mindshare Indonesia / AdColony (Pond’s Men x Star Wars Dirt Fader Mobile Campaign)
BRONZE: Pepsi and Dentsu Redder / Mindshare (Pepsi Ngõ - Embrace the Soul Of North Social Life Culture)
BRONZE: Dancow Nutritods and Mindshare / Wunderman Thompson / Nestlé Indonesia (Dancow Nutritods 2020)

Promotion

SILVER: Google and Flipkart Ads (Ok Flipkart, deliver exceptional results)

Relationship Building / CRM

GOLD: Didi Ride Hailing App and PHD Media (Didi Roast)

SILVER: Castrol and Mindshare / Adtima / Castrol BP Petco (With You on The Road Ahead)

Social Impact / Not for Profit

GOLD: Indian Police Forces and MullenLowe Lintas Group / Mogae Media (for Mumbai Police and Punjab Police) ( #IAmAlsoIndianPolice)
SILVER: Rexona and RED COMMUNICATION / Mindshare Indonesia (Gerak Tak Terbatas (Unlimited Moves))
BRONZE: Provincial Electricity Authority and Mojito / Media Donut / TikTok (PEA #SafeInTheRain)

Cross Media

GOLD: Didi Ride Hailing Application and PHD Media (Love My City)
SILVER: Bear Brand and Mindshare / Ogilvy / Nestle Indonesia (Bear Brand Bisa Banget)

Cross Mobile Integration

GOLD: Berocca and Carnival / Mediacom (Berocca - Get Supercharged At 2pm)
SILVER: X-Men and The Purpose Group / Ogilvy / Marico SEA (X-Men F1 Special Edition – Shifting F1 Dreams To Another Gear)
BRONZE: Google APAC and Toaster (Google Shopping Answers Made Easy)

Mobile App Advertising

GOLD: Sephora and Mobile Now Group (Live Streaming on Ecommerce Mini Program)
SILVER: Intel and Flipkart Internet Private Limited (Flipkart uses audience Intel to set new benchmarks)
BRONZE: Google and Flipkart Ads (Ok Flipkart, deliver exceptional results)

Programmatic and Machine Learning

GOLD: McDonald’s and OMD / Leo Burnett and Arcade / The Trade Desk (The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year)
SILVER: UnionBank and Appier (UnionBank: Putting the Power of Personal Finance into Customers’ Hands)

Mobile Gaming, Gamification & E-Sports

GOLD: Warrior Energy Drink and TKL Corporation / Ogilvy, Clickmedia (GET YOUR HEAD BACK INTO THE GAME)
SILVER: dtac and OMD / POKKT (dtac Free fire)
BRONZE: Sonic and Mindshare Philippines / AdColony (Sonic the Hedgehog, Catch Him If You Can)

Mobile Social

GOLD: ZaloPay and T&A Ogilvy (ZaloPay Tet 2020)
SILVER: Spotify and UM Singapore / Twitter Asia Pacific (Redefining concert experiences with Spotify on Stage)
BRONZE: X-Men and The Purpose Group / Ogilvy / Marico South East Asia (X-Men F1 Special Edition – Mood Lifting Squad)

Banners & Rich Media Advertising

SILVER: Yale and TenMax ad Tech Lab (Unlock Brand Potential: Breaking the Glocalization Wall with Data-driven Creatives)

Innovation

GOLD: Mastercard and Carat / Octagon (Japan 2019 Rugby World Cup)
SILVER: Friesland Campina - Frisian Flag and ADA Asia / AdColony (Frisian Flag 123 “Catch to Grow” AR Mobile Campaign)

Location Based Services or Targeting

SILVER: McDonald’s and OMD / Leo Burnett and Arcade / The Trade Desk (The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year)
BRONZE: Marriott International and Publicis Media APAC / Adsquare (Marriott F&B - O2O Measurement)

Mobile Video

GOLD: Coca-Cola and Dentsu MCGARRYBOWEN (COCA-COLA – EXTEND YOUR TET TABLE, CREATE MORE MEANINGFUL CONNECTIONS THIS TET)
SILVER: ViettelPay and Dentsu Redder / Metub (‘Make Tết Easy Again’ With ViettelPay. Challenge Accepted!)
BRONZE: Dove and Mindshare Philippines / AdColony (Dove Deo Dry Serum Mobile Campaign)

Mobile Audio / Voice

GOLD: dtac and UM Thailand / POKKT (dtac CallMe VDO First Voice Detection Banner)
SILVER: Biti's Hunter and Dentsu Redder / ANTS (Biti's Hunter Street - The First #Proudlymadeinvietnam)
BRONZE: Tata Altroz and MullenLowe Lintas Group (A car that sells itself)

Purposeful Marketing

GOLD: Coca-Cola and Circus Digital / Mediacom (For the Human Race, For the Act, Not Ad)
GOLD: Dettol and Publicis Media / Innity (Malaysia), Innity (Singapore), Starcomm (Singapore) / TikTok (Dettol TikTok #HandWashChallenge)
SILVER: Biti’s Hunter and Dentsu Redder / Carat (Biti’s Hunter Canvas of Pride)

Seamless Consumer Experience

GOLD: Coca-Cola and Circus Digital / Mediacom (Coca-Cola Virtual Foodfest)
SILVER: UnionBank and OMD Philippines / AdColony (Bank the Way You Live by UnionBank)

Best Use of Mobile to Drive Sales

SILVER: Softlogic Life and Third Shift Media Solutions & Shift / Isobar Sri Lanka / Softlogic Life Insurance PLC. (Scratch and Text to Protect Your Life)
BRONZE: Perfetti Van Melle India (Center fresh) and Creativeland Asia / PR Pundit / Perfetti Van Melle India (Center Fresh) (Center Fresh-Stay Fresh Behind the Mask)

Innovation & Creativity

GOLD: Volkswagen Group Import Company Limited and PHD Media (VW Deep Fake)

Home Production

GOLD: Nescafé and Publicis / Mindshare / Nestlé Indonesia (Nescafé - A cup from home)
SILVER: IM3 Ooredoo and Mata Angin / PHD (The Reconnecting Track)
BRONZE: Perfetti Van Melle India (Center fresh) and Creativeland Asia / PR Pundit / Perfetti Van Melle India (Center Fresh) (Center Fresh-Stay Fresh Behind the Mask)

Best Brand Experience in Mobile Rich Media

SILVER: S-26 Procal GOLD and Mindshare / Ogilvy / Nestle Indonesia (Wyeth S26 AR Book)

Most Engaging Mobile Creative

GOLD: dtac and UM Thailand / POKKT (dtac CallMe VDO First Voice Detection Banner)
SILVER: Spotify and UM Singapore / Twitter Asia Pacific (Redefining concert experiences with Spotify on Stage)

Best Data Driven Display Creative

GOLD: Clear and T&A Ogilvy / Mindshare (Toc Tien AI Influencer)
SILVER: Wall’s and Mindshare Indonesia / AdColony (Wall's Pemilan Mobile Campaign)
BRONZE: Breeze and Mindshare Philippines / InMobi (Unilever Leverages First-Party Data to Drive Insights and Personalization at Scale)

About the MMA

Comprising over 800 member companies globally and 15 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, martech and media companies working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Led by CMOs, the MMA helps marketers lead the imperative for marketing change – in ways that enable future breakthroughs while optimising current activities. The MMA is committed to science and questioning and believes that creating marketing impact is steeped in constructively challenging the status quo, encouraging business leaders to aggressively adopt proven, peer-driven and scientific best practices, without compromise. The MMA invests millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. By enlightening, empowering and enabling marketers, the MMA shapes future success, while also propelling business growth.

Members include 1-800-Flowers.com, Adobe, Allstate, Ally Financial, American Family Insurance, AT&T, Bank of America, Calvin Klein, Campbell’s, Chipotle Mexican Grill, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Colgate Palmolive, Cuebiq, CVS Health, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, EY, Facebook, Ford, General Motors Company, Google, Hilton Worldwide, IBM Watson, JPMorgan Chase, Kellogg Company, Kroger, LinkedIn, L’Oreal, Marriott International, Match Group, Mastercard, McDonald’s, Merck, MillerCoors, Monster, NBCUniversal, Nike, Pandora, Petco, Pfizer, Salesforce, Samsung, Snap Inc., Spotify, Target Inc., The Coca-Cola Company, The Hershey Company, TikTok, T-Mobile, Twitter, Uber, Unilever, Verizon Media Group, Verizon, Visa, Walmart, Waze, Western Union and many more. The MMA’s global headquarters are located in New York with regional operations in Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information, seewww.mmaglobal.com.

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