• Smarties X
  • North America
  • EMEA
  • APAC
  • Turkey
  • Vietnam
  • Indonesia
Marketing Objectives Channel

Smarties X – Brand Experience

Campaign created for brand growth, development, and enrichment. Includes establishing brand recognition, meaningful relationships, memorable engaging experiences, and unique connections.

SOS Button
Vote for this:
Kotex and Mindshare Russia
Boost Stamina Meter - A new currency in town !
Vote for this:
Boost and Mindshare / Disney+ Hotstar
The Unignorable Notification
Vote for this:
Duolingo and Jotacom
REDOXON - TURN YOUR GUILTY PLEASURE INTO HEALTHY PLEASURE
Vote for this:
Bayer / Redoxon and Carnival / Mediacom
Animal Crossing
Vote for this:
Ally and MediaCom / Anomaly
How UltraTech mirrored the success of onground activation to online
Vote for this:
UltraTech Cement and Mindshare
Marketing Objectives Channel

Smarties X – Brand Activism

Campaigns that use the brands’ platform to promote a cause or social issue to benefit society and give back for the greater good. This can include social, political, economic and/or environmental campaigns addressing a new program or expanding on an existing program.

TikTok TOHO Film Festival 2021 - Films for all of us
Vote for this:
TikTok JAPAN and none / TikTok Pte Ltd
#GetTheFacts
Vote for this:
Google India and Toaster / Essence
The Awareness Keyboard: Detecting Racism One Keyboard at the Time
Vote for this:
TIM and HavasPlus
Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message
Vote for this:
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts
Marketing Objectives Channel

Smarties X – Consumer Promotions

Campaign ranging from contests and coupons to special offers, sweepstakes, and POS/Merchandising to support the sales and marketing of a product or service. Includes demos, coupons, rebates, exhibitions/trade shows, and games. Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers)

Safety4All - Love, Like Safety, Does Not Discriminate
Vote for this:
Lifebuoy and Mindshare Vietnam / Creative Hunts
UFS' Killer Recipe 2021
Vote for this:
Unilever Food Solutions (UFS) and Mindshare China / UNITE China, and Dentsu Mcgarrybowen China
Marketing Objectives Channel

Smarties X – Data/Insights

Use of customer data, analytics, and technology, that play an integral role in the development and execution of a campaign to develop a meaningful relationship with a specific audience or community. Detail the role that data had within the campaign strategy in achieving the brand and business goals (targeting, engaging, customer loyalty, retention, etc.).

Oreo - Stay Playful
Vote for this:
Oreo Vietnam and Publicis Vietnam & Indonesia & Spark Foundry Vietnam / Spark Foundry Vietnam
How to increase online sales with an "Experience Management Platform"!
Vote for this:
Tadım and Neodigital / Etcetera
Oral-B iO Electric Toothbrush ANZ Launch
Vote for this:
Oral-B and Starcom / Herd MSL / Procter & Gamble
Game Over for Headaches
Vote for this:
Excedrin by GSK Consumer Healthcare and Weber Shandwick, NY (IPG) / Publicis Media; CAST Production
Marketing Objectives Channel

Smarties X – Lead Generation

Campaigns that generated prospects and leads resulting in increased sales, conversions, trial, purchase intent or loyalty and retention. This can also include relationship building and CRM campaigns.

Safety4All - Love, Like Safety, Does Not Discriminate
Vote for this:
Lifebuoy and Mindshare Vietnam / Creative Hunts
Gillette Razor - Your Honor of King Equipment
Vote for this:
Procter & Gamble / Gillette and i2mago / Procter & Gamble
Marketing Objectives Channel

Smarties X – Product / Service Launch

Work that launched or re-launched a product or service to address the unaddressed needs of customers, remain competitive and achieved growth and measurable success. Be specific as to what made this launch effective. Ex: product/service innovation, change in packaging, design, technology, operation change, etc.

SOS Button
Vote for this:
Kotex and Mindshare Russia
r/bank
Vote for this:
Ally and MediaCom / RGA
Safety4All - Love, Like Safety, Does Not Discriminate
Vote for this:
Lifebuoy and Mindshare Vietnam / Creative Hunts
PEPSI X RAPVIET – THE HIP TO THE HOP LAUNCH
Vote for this:
Pepsi Zero Calories and MINDSHARE VIETNAM
Marketing Objectives Channel

Smarties X – Social Impact / Not-For-Profit

Campaigns for not-for-profits or government agencies that create significant social change and/or deliver against a public service. Includes lobbying, fundraising, expanding, informing or positively changing attitudes and behaviors. Show how your approach added value to your customers and benefitted your organization.

Undercover Avatar
Vote for this:
L'Enfant Bleu and Havas Sports & Entertainment
Be Kind to Your Mind
Vote for this:
Google Search and Toaster / Essence
Lux #Unstoppable China - Brand Purpose Campaign
Vote for this:
Unilever / Lux and Mindshare APAC / Wunderman Thompson
Every Prayer Starts with a Clean Pair of Hands
Vote for this:
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts
Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message
Vote for this:
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts
Media Channel

Smarties X – Contextual / Native Advertising

Advertising on a website which allows your brand to fit into – and not disrupt – the audience experience. The ads follow the natural form and function of the user experience in which it is placed or is relevant to the page’s content. Includes in-game, in-video, behavioral advertising, or native advertising.

Lipton Stay At Home
Vote for this:
Lipton and Magna
Hijacking Live Game with Real-Time Prediction
Vote for this:
Clear Men and Mindshare Vietnam / E-Sport Vietnam
From Battle to Bottle: Clear China's eSports Breakthrough
Vote for this:
Clear and Mindshare China / Shanghai Chiyang Culture Media, UNITE China
Media Channel

Smarties X – Cross Channel Integration

Campaign utilizes mobile as a core strategy, along with one or more separate channels to round out the campaign. This could include: TV, print, radio, outdoor, PR, direct marketing, etc.

MAGGI – COOK YOUR DIFFERENCE TO SPICE UP TET
Vote for this:
MAGGI and OGILVY VIETNAM / ZENITH MEDIA
Rexona Move More
Vote for this:
Rexona and Magna
VinFast VF e34 launching: Vietnam's biggest pre-order campaign of all-time
Vote for this:
VinFast and Pencil Group / Hakuhodo / Aurora / Aurora / Pmax / KC / VinFast
M&M’s at the Oscars
Vote for this:
M&M's and MediaCom / BBDO
Media Channel

Smarties X – Cross Mobile Integration

Campaigns which integrate a minimum of 3 mobile applications or mediums (i.e., apps, mobile web, messaging, video, display, search, etc.). Submissions for this category should hit the above marks and be strategically customized for each experience.

From Battle to Bottle: Clear China's eSports Breakthrough
Vote for this:
Clear and Mindshare China / Shanghai Chiyang Culture Media, UNITE China
Hijacking Live Game with Real-Time Prediction
Vote for this:
Clear Men and Mindshare Vietnam / E-Sport Vietnam
How UltraTech leveraged multiple mobile channels to establish itself as a Home Building Companion
Vote for this:
UltraTech Cement and Mindshare
Media Channel

Smarties X – Gaming / Gamification & E-Sports

Gaming apps, gamification applications or e-sports activities that are either a part of a broader marketing strategy or a stand-alone brand experience. Please be specific in describing how the brand is positioned in the gaming environment. If you have a branded gaming app, please submit to the Mobile App category.

7-Eleven Slurpee’s In-Game Mobile Strategy Delivers More Than Brainfreeze
Vote for this:
7-Eleven / Slurpee Plus Guarana and PHD Media / AdColony and Anzu / AdColony
High Heels! Pride Collection
Vote for this:
Kenneth Cole and Zynga
Animal Crossing
Vote for this:
Ally and MediaCom / Anomaly
Game Over for Headaches
Vote for this:
Excedrin by GSK Consumer Healthcare and Weber Shandwick, NY (IPG) / Publicis Media; CAST Production
Media Channel

Smarties X – Mobile App (includes mCommerce Solutions)

Any application that provides information, entertainment, utility, or commerce for the customer. The mobile app can be part of a broader marketing strategy or a stand-alone brand experience. Category also includes in-app purchasing, mobile banking apps, mobile commerce apps, loyalty apps, etc.

PEPSI ONLINE STORE - CONVERSATIONAL COMMERCE
Vote for this:
PEPSI and MINDSHARE VIETNAM / HANA.AI
Depositions.com Mobile App
Vote for this:
Depositions.com and Starmark
Media Channel

Smarties X – Social Media Marketing

Creative social activity which uses social platforms to impact business objectives and/or to enhance relationships with a brand, community, or consumer. Includes social trends (emojis, memes, hashtags, GIF’s etc.) to leverage brand communication with an audience or community.

Cricbuzz: #AbCricketBuzzega
Vote for this:
Cricbuzz and WATConsult
QQ Star Milk x Discovery's Kenyan Safari
Vote for this:
QQ Star Milk and Mindshare China / Neo China
Clear Headsmart: Easing Soccer Fans' Anxiety with AI
Vote for this:
Unilever / Clear Hair and Mindshare Indonesia / Football.co
Make everyday & everywhere epic
Vote for this:
Samsung and Starcom Taiwan / Digitas
How a brand in a low-involvement category breaks the ‘commodity’ curse by hijacking one of the biggest youth trends in 2020
Vote for this:
CHINSU CHILI and DENTSU REDDER / iProspect
Media Channel

Smarties X – Social Messaging / Chat Apps / Text Messaging

Work that uses social messaging apps (e.g. Facebook Messenger, WeChat, Viber) and text messaging (SMS/MMS, RCS) to communicate to a targeted audience to market, inform or help customers.

Personal Assistant Maxi - WhatsApp Integration
Vote for this:
Isbank and Carat / Isbank
SOS Button
Vote for this:
Kotex and Mindshare Russia
Technology Channel

Smarties X – Audio / 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 your brand identity. Includes audio logos, audio branding, voice assistant devices, such as Alexa, Google Home, and audio platforms Pandora, Spotify, YouTube, etc.

KangShiFu's Chinese New Year Karaoke Reunion
Vote for this:
KangShiFu Ice Tea and Mindshare China
Castrol: Protect the Protector
Vote for this:
Castrol and Mindshare China
Technology Channel

Smarties X – Connected Devices / The Internet of Things

Any technology, device or wearable that sends and receives data via mobile-driven internet to engage customers or enhance the experience. Includes hardware, software, wearables, smart watches, digital health products, smart TV’s, appliances, etc. Products can be in the market, exist as a prototype or in an incubator stage.

Nautilus: Lighting Up Guangzhou
Vote for this:
Nautilus and Mindshare China
Programmatic DOOH Campaign to Boost Retail Sales
Vote for this:
Alfamart and Gojek
Emak Jago (Champion Mom) on GoScreen
Vote for this:
Gomart and Gojek
Yili x Xiaomi's Smart Vending Machine
Vote for this:
Yili and Mindshare China
Technology Channel

Smarties X – 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.

The Unignorable Notification
Vote for this:
Duolingo and Jotacom
Nautilus: Lighting Up Guangzhou
Vote for this:
Nautilus and Mindshare China
Fiat Egea Cross 3D
Vote for this:
Fiat and People
Technology Channel

Smarties X – Innovation

Innovative and transformative ideas, devices, methods, or unique marketing concept that push the boundaries of modern marketing, resulting in significant business impact for a brand. Includes new or groundbreaking techniques or an unconventional/creative use of existing technology.

Nautilus: Lighting Up Guangzhou
Vote for this:
Nautilus and Mindshare China
Pepsi Black’s Virtual Band Experience
Vote for this:
Pepsi Black and Mindshare China
KFC: The Growth of Colonel KI
Vote for this:
KFC and Mindshare China
Undercover Avatar
Vote for this:
L'Enfant Bleu and Havas Sports & Entertainment
Technology Channel

Smarties X – Location Targeting

Use of GPS, geolocation and/or proximity technologies to connect to customers with the most relevant message when and where they are most likely to act. This category can include one-off executions or longer-term campaigns but must include specifics on impact against your marketing goals.

SOS Button
Vote for this:
Kotex and Mindshare Russia
Domex Disinfection Alert System
Vote for this:
Domex and Mindshare
Technology Channel

Smarties X – Machine Learning and AI

Campaigns using creative applications of mobile-based intelligent technology. This can include, but not limited to work that uses AI in creative, dynamic content optimization (DCO), conversational marketing, chat-bots, facial recognition, etc.

PEPSI ONLINE STORE - CONVERSATIONAL COMMERCE
Vote for this:
PEPSI and MINDSHARE VIETNAM / HANA.AI
MOLOCO Dynamic Creative Optimization Achieves 4000% ROAS
Vote for this:
GS SHOP and NHN AD / MOLOCO
5 LIPTON CUPS THAT WILL MAKE YOUR DAY
Vote for this:
Unilever / Lipton and Mindshare Vietnam
DOVE HAIR REWIND WOMEN'S DAY
Vote for this:
Dove and T&A Ogilvy Vietnam
Technology Channel

Smarties X – User Generated / Influencer Marketing

Content related to a brand created by consumers or influencers and shared through social media to increase brand engagement, sales, create buzz about a product or service, and boost website conversions, etc. Content could be images, videos, text, audio, etc.

#danceAwesome
Vote for this:
Samsung and Starcom / R/GA, Wieden+Kennedy
QQ Star Milk x Discovery's Kenyan Safari
Vote for this:
QQ Star Milk and Mindshare China / Neo China
TikTok TOHO Film Festival 2021 - Films for all of us
Vote for this:
TikTok JAPAN and none / TikTok Pte Ltd
KangShiFu's Chinese New Year Karaoke Reunion
Vote for this:
KangShiFu Ice Tea and Mindshare China
Moving business outcomes with creators on Instagram
Vote for this:
FACEBOOK INDIA ONLINE SERVICES PVT. LTD. and Mindshare India
Technology Channel

Smarties X – Video Advertising

Campaigns demonstrating how video advertising was used to create consumer demand and engagement or provide an immersive experience for the viewer. Includes 360° video, shoppable video, personalized video, etc.

Move what Matters
Vote for this:
Uber and MediaCom / Wieden & Kennedy
Technology Channel

Smarties X – XR Technology – (AR/VR/MR)

Work that uses technology to enhance the visual experience of a brand, product, service, or message. Includes augmented reality, virtual reality, and mixed reality. Can be a stand-alone experience, or an extended reality which combines all three technologies.

QQ Star Milk x Discovery's Kenyan Safari
Vote for this:
QQ Star Milk and Mindshare China / Neo China
ONEPLUS DIWALI BALCONY CAMPAIGN
Vote for this:
One Plus and Tyroo Technologies / Snapchat
Dove #CheckYourself
Vote for this:
Dove and Mindshare / Mindshare Sweden

    Marketing Objectives Channel

  • Brand Experience
  • Brand Activism
  • Consumer Promotions
  • Data/Insights
  • Lead Generation
  • Product / Service Launch
  • Social Impact / Not-For-Profit

    • Media Channel

  • Contextual / Native Advertising
  • Cross Channel Integration
  • Cross Mobile Integration
  • Gaming / Gamification & E-Sports
  • Mobile App (includes mCommerce Solutions)
  • Social Media Marketing
  • Social Messaging / Chat Apps / Text Messaging

    • Technology Channel

  • Audio / Sonic Branding
  • Connected Devices / The Internet of Things
  • Digital Out-of-Home (DOOH)
  • Innovation
  • Location Targeting
  • Machine Learning and AI
  • User Generated / Influencer Marketing
  • Video Advertising
  • XR Technology – (AR/VR/MR)