Presenting The Smarties MENA Winners
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MENA Best In Show
Dosy and Publicis Groupe - Zenith Middle East for
Ride to Freedom
Credits
MENA Best In Show
Home Centre and Publicis Groupe - Leo Burnett Dubai for
"The Homecoming" Initiative
Credits
Purpose Driven Marketing
MENA – Brand Purpose / Activism
Campaigns that use the brand's platform to promote a cause or social issue, including sustainability, to benefit society and give back for the greater good. This can include social, political, corporate sustainability, economic, and/or environmental campaigns for brands, products, services, or initiatives addressing a new program or expanding on an existing one. Example: campaigns focused on giving back to society and promoting social responsibility through a brand's influence and reach.
Gold Winner
Home Centre and Publicis Groupe - Leo Burnett Dubai for
"The Homecoming" Initiative
Watch Video | Credits
Silver Winner
Home Box and Publicis Groupe - Leo Burnett Dubai for
The Hidden Room Collection
Watch Video | CreditsBronze Winner
Veyron Marketing and Veyron Marketing for
NDF Brand Film Launch Campaign
Watch Video | Credits
Purpose Driven Marketing
MENA – Social Impact Marketing
We believe that marketing can change the world. This award is a recognition to modern-day marketing that drives forward socially responsible marketing that creates significant social change and/or deliver against a public service while demonstrating real impact and creativity, & translates into a compelling call-to action to effect positive social change. Includes lobbying, fundraising, expanding, informing, or positively changing attitudes and behaviors.
Gold Winner
Home Centre and Publicis Groupe - Leo Burnett Dubai for
"The Homecoming" Initiative
Watch Video | CreditsSilver Winner
Dosy and Publicis Groupe - Zenith Middle East for
Ride to Freedom
Watch Video | Credits
Bronze Winner
Home Box and Publicis Groupe - Leo Burnett Dubai for
The Hidden Room Collection
Watch Video | CreditsPurpose Driven Marketing
MENA – Diversity & Inclusion
Campaigns or marketing programs raising the audience’s appreciation by providing the means and opportunities to reduce inequality based on age, sex, sexual orientation, disability, race, ethnicity, origin, religion or economic status (e.g., contractual workers, people with disabilities, small farmers, etc.) and consciousness for the sublime - (painting, sculpture, architecture, music, literature, history, etc.) - in order to uplift the lives of people and society at large. Describe creative work or strategy specifically directed to these communities and any relevant cultural differences.
Gold Winner
Home Centre and Publicis Groupe - Leo Burnett Dubai for
"The Homecoming" Initiative
Watch Video | CreditsGold Winner
Home Box and Publicis Groupe - Leo Burnett Dubai for
The Hidden Room Collection
Watch Video | CreditsSilver Winner
Dosy and Publicis Groupe - Zenith Middle East for
Ride to Freedom
Watch Video | Credits
Purpose Driven Marketing
MENA – Sustainability
Award that focuses on all aspects of sustainability for a campaign that promotes a brand, product or initiative. It can include corporate sustainibility initiatives as well.
Marketing Impact
MENA – Brand Experience
Communicating your brand and positioning it in the market is core to business success. Campaigns that showcase excellent marketing strategies bridging the gap between the brand and the consumer, brand growth, development, and enrichment. Includes establishing brand recognition, meaningful relationships, memorable engaging experiences, and unique connections, either in single or multimedia platforms that created a 360-customer experience. Additionally, campaigns may incorporate new-age technological solutions to achieve desired business results and make a significant impact on the business.
Gold Winner
SAUDIA and Publicis Groupe - Leo Burnett Middle East / Publicis Groupe - Leo Burnett KSA for
ProtecTasbih
Watch Video | Credits
Bronze Winner
Amazon Prime and InMobi for
Amazon Prime Video tests Egyptian memories with an ‘unforgettable’ gaming experience
Watch Video | CreditsBronze Winner
Qiddiya Investment Company and EssenceMediacom for
Qiddiya Global Launch
Watch Video | CreditsMarketing Impact
MENA – Instant Impact / Promotion
Best and most effective use of a promotion, either standalone or part of an integrated multi-media – new technologies campaign ranging from contests and coupons to special offers, sweepstakes, and POS/Merchandising. The entry might be a prize draw, a competition, a demo, a coupon, a rebate, a giveaway, a reward scheme, or an instant win campaign to support the sales and business impact of marketing, a product or service directed at either the customer, sales staff, or distribution channel members.
Gold Winner
First Abu Dhabi Bank and UM for
FAB's bold partnership with Amazon unboxed new brand and product success
Watch Video | CreditsSilver Winner
Miral Destinations and Initiative MENA / Momentum MENA for
The Best Day Ever
Watch Video | Credits
Bronze Winner
Arla Foods and Arla Foods In Association With ArabyAds for
Leveraging CTV To E-commerce Integration
Watch Video | CreditsMarketing Impact
MENA – Customer Journey Marketing - Lead Generation / CRM
Campaigns that have a significant impact on the business by strategically applying marketing technology, including third-party platforms such as CRM, CMS, and payment systems. Entries should demonstrate how the use of these platforms generated prospects and leads, resulting in increased sales, conversions, purchase intent, or loyalty and retention, while delivering measurable ROI results and business impact. Successful campaigns should showcase the potential of these platforms to deliver tangible results, and how they were used to provide the best possible experience for customers while driving brand growth and success.
Bronze Winner
McDonald’s Qatar and InMobi for
Winning back existing McDonald’s customers with Data Driven initiative
Watch Video | CreditsBronze Winner
AvaTrade and Team Red Dot for
AvaTrade & F1®: The Winning Formula
Watch Video | CreditsBronze Winner
e& UAE and e& UAE for
e& UAE: Seamless Inbound & Outbound Travel Insurance for Your Peace of Mind
Watch Video | CreditsMarketing Impact
MENA – Product and / or Service Launch
Campaigns showcasing an effective customer focused product or service launch. Work that launched, or re-launched, a product or service highlighting the impact your launch had on consumer perception, increase in sales etc. achieved growth and measurable success. Innovation/creativity, clear strategic thinking, effectiveness, and tangible results are key points to be shared.
Silver Winner
e& UAE and e& UAE for
e& UAE: Seamless Inbound & Outbound Travel Insurance for Your Peace of Mind
Watch Video | Credits
Marketing Impact
MENA – Real Time Marketing
Campaigns showcasing the most successful and engaging creative and media execution based on real-time information and platforms delivering on the brand's objectives. Campaigns that include new age technology solutions in an immediate and meaningful way delivered for achieving desired business results and business impact. Use of GPS, geolocation and/or proximity technologies. Brands and tech providers giving their consumers an engaging, personalised and targeted brand experience using proximity technology or location-based data or contextual targeting. Campaign must include specifics on business impact against marketing goals.
Gold Winner
Omantel and Publicis Groupe - Zenith Middle East for
WhatsApp Oman
Watch Video | CreditsGold Winner
Yum Brands and Promofix MENA for
Revolutionizing Performance: 50% Conversion Rate Surge powered by our Data-Powered P.A.N Strategy
Watch Video | CreditsSilver Winner
Almarai and Spark Foundry KSA for
The Non-Sponsored Sponsorship of Ramadan
Watch Video | CreditsBronze Winner
Heinz Africa & Middle East FZE and Carat MENA / Silverpush Global Pte. Ltd. for
Heinz and Silverpush Wins The Slowest Race With AI
Watch Video | CreditsMarketing Impact
MENA – Co-branded Marketing
Success of a co-branded campaign out of a partnership driven on innovation/tech adoption among any of the following: an agency, media owner, brand or ad technology owner, and even brand to brand collaboration showcasing key busines impact metrics hinged on collaboration as a key element to the success of the campaign.
Marketing Impact
MENA – Small Budget, Big Impact
The campaigns should demonstrate how they maximized the impact of their limited resources and delivered measurable outcomes. The budget range for this category is from $5k to $25k. Entries should include a clear description of the campaign objectives, strategy, execution, and results, as well as evidence of the budget spent.
Silver Winner
Omantel and Publicis Groupe - Zenith Middle East for
WhatsApp Oman
Watch Video | CreditsBronze Winner
Amazon Prime Video and Blis MENA for
Data-Driven Triumph: How Amazon Prime Video Defied the Odds to Launch 'Die Hart' Successfully
Watch Video | CreditsImpact Media
MENA – Omnichannel Marketing
Campaigns utilizing digital as core strategy, that demonstrate strategic and tactical thinking in the use of multiple media touchpoints (TV, print, radio, outdoor, PR, direct marketing, etc) to deliver a compelling, business impact while delivering key messages. Media strategy highlighting how the channels came together to deliver outstanding results.
Silver Winner
Vodafone Qatar and UM for
Becoming The Unofficial Sponsor Of World Cup Fans
Watch Video | CreditsSilver Winner
Nestle and Publicis Groupe - Zenith Middle East for
Mixes Make Cooking Easy
Watch Video | Credits
Impact Media
MENA – Cross Digital Media Marketing
Truly digital campaigns are now the main stay of many marketing and advertising strategies and are driving most of the spends integrating a minimum of 3 applications or mediums that enhances a brand experience. Showcase the various digital platforms and devices used to develop and amplify meaningful consumer engagement and business impact. This may include but is not limited to desktop, mobile, wearable technology, outdoor installations, (digital) billboards, retail experiences etc. Submissions for this category should hit the above marks and be strategically customized for each experience while delivering ROI.
Gold Winner
Miral Destinations and Initiative MENA / Momentum MENA for
Live it up like Momoa
Watch Video | Credits
Bronze Winner
Nissan and Nissan United - OMD/TBWA in Association With ArabyAds for
Drive It Big With CTV
Watch Video | CreditsImpact Media
MENA – Social Media Marketing
This category aims to recognize outstanding marketing and advertising campaigns that utilize one or multiple social platforms to reach a targeted audience, impact business objectives, and enhance relationships with brands, communities, or consumers. Successful strategies that have effectively communicated with target audiences through social messaging apps and text messaging (SMS/MMS, RCS) to drive sales, engagement, leads, or even foot traffic will be highly considered. The submission should demonstrate how client objectives were met and a significant return on investment (ROI) was achieved through the strategies.
Gold Winner
Nestlé and Publicis Groupe - Zenith Middle East for
10 Questions Before Your Coffee Gets Cold
Watch Video | CreditsSilver Winner
Mondelez International and Publicis Groupe - Spark Foundry Middle East for
Sweet Success with TikTok Trends
Watch Video | CreditsBronze Winner
Nestlé and Publicis Groupe - Zenith Middle East for
The Cookies & Cream Guy
Watch Video | CreditsImpact Media
MENA – Creator / Influencer / Celebrity Marketing
Campaigns showcasing the best use of social platform/influencers highlighting new community sales models & advertising strategies, creatives capturing consumer attention, interaction and engagement that encourage transactions. Content related to a brand created by consumers, the creator economy - showcase how your brand has used a creator to create special content for your campaign with mostly seamless experience, and shared through social media to increase brand engagement, sales, create buzz about a product or service. Share quantifiable results demonstrating how the influencers used in the campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Gold Winner
Miral Destinations and Initiative MENA / Momentum MENA for
Let's Meet Again on Yas Island
Watch Video | CreditsSilver Winner
Mondelez International and Publicis Groupe - Spark Foundry Middle East for
ChatGPT to ChefGPT
Watch Video | CreditsSilver Winner
Nestlé and Publicis Groupe - Zenith Middle East for
10 Questions Before Your Coffee Gets Cold
Watch Video | CreditsBronze Winner
Kenvue and UM for
Content & Comedy: Listerine®'s Winning Formula for Whiter Teeth
Watch Video | Credits
Impact Media
MENA – Gaming, Gamification & E-Sports
Campaigns showcasing interactive storytelling as a main stay of the campaign and mainstream gaming apps, gamification applications, in campaign/app gaming or e-sports activities that are either a part of a broader marketing strategy or a stand-alone brand experience. Be specific in describing how the brand is positioned in the gaming environment and the desired results for the business derived from the campaign.
Silver Winner
Saudi Esports Federation and The ExtendAd / Smartifai for
Gamers8: Rewriting History in the World of Esports
Watch Video | Credits
Impact Media
MENA – Social Messaging / Chat Apps / Text Messaging
Campaigns that demonstrate the innovative and creative use of social messaging apps and text messaging (SMS/MMS, RCS) to communicate to a targeted audience to market, inform or help customers in pursuit of brand growth & success having a significant impact on the business as a results.
Gold Winner
Omantel and Publicis Groupe - Zenith Middle East for
WhatsApp Oman
Watch Video | CreditsEmerging Tech Marketing
MENA – Data Insights / Contextual Marketing
Use of customer data, analytics, and technology, that play an integral role in the development and execution of a meaningful relationship with a specific audience. Show the most successful and engaging media and creative execution based on real-time information and/or data insights and platform to shape the marketing strategies delivering on the brand's objectives rooted in data-driven customer insight contributing significantly to the business impact including ROI demonstrating elements, such as segmentation or real time targeting, to improve the end user's experience.
Gold Winner
Saudi Esports Federation and The ExtendAd / Smartifai for
Gamers8: Rewriting History in the World of Esports
Watch Video | CreditsSilver Winner
Saudi Tourism Authority (STA) and Promofix GCC for
STA X Promofix: Igniting a 64% Surge in Saudi Tourism Intent
Watch Video | CreditsBronze Winner
Yum Brands and Promofix MENA for
Revolutionizing Performance: 50% Conversion Rate Surge powered by our Data-Powered P.A.N Strategy
Watch Video | CreditsBronze Winner
Amazon Prime Video and Blis MENA for
Data-Driven Triumph: How Amazon Prime Video Defied the Odds to Launch 'Die Hart' Successfully
Watch Video | CreditsEmerging Tech Marketing
MENA – Programmatic
A campaign that demonstrates how the use of a programmatic/RTB platform improved targeting and increased the efficiency and effectiveness in buying, selling, and creating a digital/mobile advertising solution. Entries can include campaigns using creative applications of mobile-based intelligent technology. Includes AI, chat-bots, facial recognition, etc. delivering business results maximising the use of automated media solutions to create memorable campaigns.
Bronze Winner
IHG and IHG & Yahoo in Association with ArabyAds for
The New Wave Of Tourism With CTV
Watch Video | CreditsBronze Winner
Saudi Tourism Authority (STA) and Promofix GCC for
STA X Promofix: Igniting a 64% Surge in Saudi Tourism Intent
Watch Video | CreditsEmerging Tech Marketing
MENA – Performance Marketing
This category recognises a campaign where brand and performance have combined to drive success for a brand. It could be a focus on using integrated creative strategies to drive lower CPA, sharing data to fuel returns or working together in a collaborative manner. Whether it’s affiliate marketing working with paid search, paid social working with display advertising, or another combination of results-based marketing, we’re rewarding a company or team that has combined two or more activities for great results.
Silver Winner
Sony Middle East and Africa FZE and UM MENA for
Sony’s White Friday Strategy: A Digital Marketing Success Story
Watch Video | CreditsSilver Winner
Miral Destinations and Initiative MENA / Momentum MENA for
The Best Day Ever
Watch Video | CreditsBronze Winner
McDonald’s Qatar and InMobi for
Winning back existing McDonald’s customers with Data Driven initiative
Watch Video | CreditsBronze Winner
Arla Foods and Arla Foods In Association With ArabyAds for
Leveraging CTV To E-commerce Integration
Watch Video | CreditsEmerging Tech Marketing
MENA – Audio / Voice / Sonic Branding
Campaigns that used voice recognition technology, audio identities, or other audio advertising to create consumer demand and engagement, enhance the consumer experience, or reinforce brand identity. Includes audio logos, audio branding, voice assistant devices, such as Alexa, Google Home, and audio platforms like Pandora, Spotify, YouTube, etc., or activation leveraging a space or using a more permanent spatial feature. Campaigns and/or individual measures that demonstrate a special effort and/or excellent interpretation of existing data. This includes excellently developed and implemented insights as well as exceptionally executed segmentations, the acquisition and/or enrichment of data and specific knowledge about the addressees, the granting of permissions, etc.
Gold Winner
Miral Destinations and Initiative MENA / Momentum MENA for
Let's Meet Again on Yas Island
Watch Video | CreditsSilver Winner
Spark Foundry and InMobi for
L’usine Brownie Leaves You Speechless!
Watch Video | CreditsEmerging Tech Marketing
MENA – Experimental / Innovation Technology
Campaigns that enhance a branded experience by using experimental and innovative technology or applications including the use of Web 3.0 to create immersive large-scale or small-scale digital experiences and events in a way that impresses consumers and drives deeper engagement for fans, ultimately delivering an unforgettable digital or physical experience. Seeking campaigns that showcase creative use of media, highlighting innovative ways of using new or existing technology or applications that are genuinely groundbreaking or innovative to engage with consumers and drive engagement. Examples could include art exhibitions, fairs, trade shows, and signage. Submissions should also include quantifiable business results.
Silver Winner
e& UAE and e& UAE for
Samsung and e& Universe Elevate Digital Launches: Unpack Event Success Leads to S24 Unveiling in the e& UAE Universe
Watch Video | CreditsBronze Winner
Mondelez International and Publicis Groupe - Spark Foundry Middle East for
Cadbury AI: Texts, Tech, and Tradition
Watch Video | CreditsEmerging Tech Marketing
MENA – Spatial / AR / VR / NFT / Metaverse Tech
Moving to Web 3.0 means more privacy and less ability to reach customers the way we do now. Campaigns that are building communities and experiences for customers (including metaverse) and finding advertising opportunities including partnerships and collaborations with creators to leverage their audience and bring innovation, impact and communication power to the brand through use of new technology like NFT to enhance the visual experience of a brand, product, service, or message including, but not limited to AI, AR, VR, robotics, gadgets and electronics, wearable and interactive technology etc. Can be a stand-alone experience, or an extended reality which combines all new Web 3.0 technologies.
Bronze Winner
e& UAE and e& UAE for
Samsung and e& Universe Elevate Digital Launches: Unpack Event Success Leads to S24 Unveiling in the e& UAE Universe
Watch Video | CreditsEmerging Tech Marketing
MENA – Contextual and Geo Targeting
Use of GPS, geolocation and/or proximity technologies. Brands and tech providers giving their consumers an engaging, personalised and targeted brand experience using proximity technology or location-based data or contextual targeting . Campaign must include specifics on business impact against your marketing goals.
Silver Winner
AvaTrade and Team Red Dot for
AvaTrade & F1®: The Winning Formula
Watch Video | CreditsEmerging Tech Marketing
MENA – Digital Out-of-Home (DOOH)
Digital out of home advertising is the integration of offline out-of-home advertising with digital elements. This includes any out-of-home (OOH) display, digital billboard or digital signage that can change its advertising content remotely using addressable electronic, LED, and screen technology but excludes TV advertising and radio advertising. It does not include vinyl or static billboards, bus shelters or other static displays or panels.
Silver Winner
Amazon.com Services LLC and Initiative Media & Tactical / Backlite Media for
Amazon Prime Video - Citadel Interactive DOOH
Watch Video | CreditsSilver Winner
Mondelez International and Publicis Groupe - Spark Foundry Middle East for
Immersive Playfulness with Outdoor
Watch Video | CreditsBronze Winner
Qiddiya Investment Company and EssenceMediacom for
Qiddiya Global Launch
Watch Video | CreditsE-commerce marketing
MENA – Integrated Ecommerce Innovation
Campaigns showcasing best use of 360 E-commerce highlighting marketing & advertising strategies, creatives and online experiences & activations on an ecommerce platform to carry out innovative marketing/sales methods to achieve marketing purposes and business results. Please share quantifiable results demonstrating how the campaign and any influencers or celebrities used, successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Silver Winner
Ounass and Ounass in association with ArabyAds for
The Gifting Gala Got Bigger
Watch Video | CreditsSilver Winner
Dosy and Publicis Groupe - Zenith Middle East for
Ride to Freedom
Watch Video | CreditsBronze Winner
Arla Foods and Arla Foods In Association With ArabyAds for
Leveraging CTV To E-commerce Integration
Watch Video | CreditsE-commerce marketing
MENA – Social / Influencer Commerce
Campaigns showcasing best use of social platform / influencers or celebrities highlighting new community sales models & advertising strategies, creatives capturing consumers attention, interaction and engagement that encourage transactions. Pls share quantifiable results demonstrating how the influencers or celebrities used in the campaign successfully drove brand experience / purpose, traffic, resulting in business impact and ROI
Gold Winner
Miral Destinations and Initiative MENA / Momentum MENA for
Let's Meet Again on Yas Island
Watch Video | CreditsSilver Winner
Miral Destinations and Initiative MENA / Momentum MENA for
Live it up like Momoa
Watch Video | CreditsCreative
MENA – Customer (CX) / User Experience (UX) & Design
This award focuses on a campaign/brand that provides a truly outstanding customer experience and/or user experience on a platform, or integrated platforms/omni-channel showcasing design practice focused on the emotional and behavioural response to a digital product or service with relevant, seamless, and consistent user experience at every point of interaction, with particular focus on the overall support, structure and usability achieving best B2C or B2B results.
Gold Winner
e& UAE and e& UAE for
Next-Level Home Automation: Experience Convenience with Smart Living Services from e& UAE
Watch Video | CreditsSilver Winner
Sony and Digital Turbine for
Sony // PlayStation 5 // Feel It Now // MENA // Digital Turbine
Watch Video | CreditsBronze Winner
Amazon.com Services LLC and Initiative Media in Association with Adscholars / Initiative Media for
Amazon Prime Video - Die Hart Game Hard
Watch Video | CreditsBronze Winner
Amazon Prime and InMobi for
Amazon Prime Video tests Egyptian memories with an ‘unforgettable’ gaming experience
Watch Video | CreditsCreative
MENA – Personalisation
Campaigns that perfect the consumer journey and create personalised marketing reflecting best use of data, analytics, AI and automation in creating personalised content at scale for brands and campaigns to effect more business outcomes and enhanced ROI.
Gold Winner
Haleon and Publicis Groupe - Digitas Middle East / Grey Dubai for
The Art of Release
Watch Video | CreditsSilver Winner
Reckitt and InMobi for
Dettol uses weather detection technology for its hottest campaign yet
Watch Video | CreditsBronze Winner
Vodafone Qatar and UM for
How Vodafone used Dynamic creative to reach football fans globally
Watch Video | CreditsCreative
MENA – Short or Long Form Video
Campaigns demonstrating how video advertising was used to create consumer demand and engagement or provide an immersive experience for the viewer. The creative use of digital footage or online video to create or enhance a brand experience or activation. Including, but not limited to, mobile-based VR and 360° video experiences, shoppable video, personalized video, etc. driving effective business results and engagement.
Gold Winner
Miral Destinations and Initiative MENA / Momentum MENA for
Live it up like Momoa
Watch Video | CreditsSilver Winner
Home Centre and Publicis Groupe - Leo Burnett Dubai for
The Homecoming
Watch Video | Credits
Smarties MENA Industry Award Winners
Advertiser of the Year
Miral Destinations
Creative Agency of the Year
Publicis Groupe - Leo Burnett Middle East
Media Agency of the Year
Publicis Groupe - Zenith Middle East
Tech Provider of the Year
InMobi
Tech Provider of the Year
Blis MENA