Presenting The Smarties APAC 2014 Winners
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APAC Best In Show
KIA and MNET for
KIA "GAME ON"
Credits
TEAM MNET, MNET
TEAM INITIATIVE, INITIATIVE AUSTRALIA
TEAM INNOCEAN, INNOCEAN WORLDWIDE
TEAM KIA, KIA MOTORS AUSTRALIA
NETWORK SEVEN, NETWORK SEVEN
Just Released – The Smarties Trend Report
The MMA developed the Mobile Creative Framework which highlighted strategies behind the most effective mobile campaigns from 2013. Many of the same trends are now carried over into this year’s winners, but as the world of mobile has evolved, so have the more traditional strategies marketers have deployed to take advantage of the uniqueness of mobile.
Marketing Strategy
APAC – Brand Awareness
Any mobile marketing campaign created with the primary objective of building brand awareness and establishing brand recognition by potential customers.
Bronze Winner
Unilever China Walls Cornetto (icecream) and PHD China for
Cornetto - Express love in 8 seconds
Watch Video | CreditsBronze Winner
Fanta and Coca-Cola (Japan) Company, Limited for
Solve the Puzzles, Get Back the Fruit!
Watch Video | CreditsMarketing Strategy
APAC – Lead Generation / Direct Response / Conversion
Any campaign that demonstrates how the use of mobile marketing generated prospective customers for future engagement and sales or any campaign that reveals how the use of mobile marketing directly impacted sales, conversions, trials, or purchase intent among your target audience.
Silver Winner
Rexona and Mindshare for
Rexona Move - The World's Longest Relay Race
Watch Video | CreditsBronze Winner
Unilever/ Zhonghua (Oral Care) and PHD China for
Zhonghua - One Hundred Million Smiles
Watch Video | CreditsBronze Winner
Unilever / Wall's Ice Cream and Mindshare Malaysia for
Wall’s on Waze - 'Drive-ing' Impulse Purchase
Watch Video | CreditsMarketing Strategy
APAC – Product / Services Launch
Any mobile marketing campaign created with the objective of introducing a new product or service into the marketplace, delivering measurable success based on mobile platform.
Gold Winner
Unilever Indonesia and Mindshare Indonesia and InMobi for
Citra Night Call
Watch Video | Credits
Bronze Winner
Unilever / Axe and Mindshare Indonesia & InMobi for
Axe University
Watch Video | CreditsMarketing Strategy
APAC – Promotion
Any campaign that demonstrates how the use of mobile marketing led to a successful promotional campaign (i.e.: contests, demonstrations, coupons, exhibitions/trade shows, games, sweepstakes, point-of-sale displays, merchandising, special offers etc.).
Silver Winner
Fanta and Coca-Cola (Japan) Company, Limited for
Solve the Puzzles, Get Back the Fruit!
Watch Video | CreditsBronze Winner
Star India Pvt Ltd and Mindshare for
Being a Celebrity's friend is easy!!
Watch Video | CreditsMarketing Strategy
APAC – Relationship Building / CRM
Any campaign that demonstrates how the use of mobile marketing was leveraged to build strong relationships with customers built customer loyalty and/or led to increased customer retention.
Silver Winner
Merries Baby Diaper and Dentsu (Thailand) Ltd. for
Merries Babysitter
Watch Video | CreditsSilver Winner
Genki Sushi Hong Kong Limited and Cherrypicks Limited for
Genki Sushi Member Recruitment App
Watch Video | CreditsChannel / Media Strategy
APAC – Cross Media Integration
Any campaign where mobile marketing was integrated as an indispensable part of a broader marketing mix (mobile, online and offline) and delivered against a core marketing objective.
Bronze Winner
Mondelēz China and Carat China for
'Play Together’ with Oreo Creates Moments of Connection in China
Watch Video | CreditsChannel / Media Strategy
APAC – In-App or Gaming Advertising
Any advertising campaign delivered within a mobile app or gaming environment that drives and delivers against a core-marketing objective.
Bronze Winner
Unilever / Wall's Ice Cream and Mindshare Malaysia for
Wall’s on Waze - 'Drive-ing' Impulse Purchase
Watch Video | CreditsChannel / Media Strategy
APAC – Messaging
(e.g. SMS, Apps Messaging, Long form codes and others) Any campaign featuring the use of mobile messaging tactics that drives and delivers against a core marketing objective.
Bronze Winner
Adani Wilmar Limited and Neo Ogilvy India for
Rich Messaging As Story, Storyteller & Listener
Watch Video | CreditsChannel / Media Strategy
APAC – Mobile App
Any application that was created specifically for the mobile environment as part of an integrated mobile marketing strategy for the primary purpose of providing information, entertainment, productivity or utility while delivering an engaging customer experience.
Gold Winner
DENTSU INC. and COCA-COLA(JAPAN)COMPANY,LIMITED for
WEEKLY GEORGIA
Watch Video | CreditsBronze Winner
Merries Baby Diaper and Dentsu (Thailand) Ltd. for
Merries Babysitter
Watch Video | CreditsChannel / Media Strategy
APAC – Mobile Website
Any website that was created specifically for the mobile environment to showcase a product, brand or service as part of an integrated mobile marketing strategy.
Enabling Technologies
APAC – Innovation
Any mobile marketing campaign featuring new or groundbreaking techniques and/or technologies to market a service or product or any campaign that has leveraged existing technology with a new, unconventional and creative execution.
Silver Winner
Coca-Cola Beverages (Shanghai) Company Limited and Isobar Shanghai for
Coca-Cola Lyric Bottle
Watch Video | CreditsEnabling Technologies
APAC – Location Based
Any mobile marketing campaign that uses location based services as the primary anchor of the campaign to connect with customers and deliver highly relevant, targeted messages at a time and place when a consumer is most likely to act on them.
Gold Winner
Coca-Cola (Japan) Company,Limited. and DENTSU INC. for
My Favorite Cafe - GEORGIA Vending Machine App
Watch Video | CreditsBronze Winner
Unilever / Wall's Magnum and Mindshare Malaysia for
Magnum - Seducing Women to Magnum Mini House of Pleasure
Watch Video | CreditsEnabling Technologies
APAC – mCommerce
The processing of a commercial transaction on a mobile device or the "path to purchase" via mobile at traditional retail outlets. Submissions must demonstrate how you have effectively enabled transacting on a mobile device. Creative brief must include the programs that led to these transactions by customers; and/or demonstrate how you have taken customers on a path to purchase with a mobile marketing program that led to traditional retail (including web) transactions.
Industry Awards
APAC – Best Brand Experience in Mobile Rich Media
This is a category that awards a mobile creative that embodies a brand’s philosophy and identity and creates an immersive and interactive experience keeping the brand at the core. It makes a user engage with a brand on the whole and creates top level recall and recognition in the user’s mind.
Gold Winner
Unilever/ Zhonghua (Oral Care) and PHD China for
Zhonghua - One Hundred Million Smiles
Watch Video | CreditsSilver Winner
Unilever Indonesia and Mindshare Indonesia & InMobi for
Citra Night Greetings
Watch Video | CreditsBronze Winner
Unilever - Vaseline Men and Vdopia Inc. for
Vaseline 'GANGTENGMAKSIMAL' - 'Handsome to the Max' goes Mobile First with Stunning results
Watch Video | CreditsIndustry Awards
APAC – Most Engaging Mobile Creative
This is a category that awards a mobile creative on its post click performance. It measures the engagement levels of the user after the first point of interaction and how engaged a person remained as the ad progressed. It takes into consideration how long the user remained on the ad and whether they shared the experience forward on social media.
Silver Winner
Mobile Embrace - Business unit -- 4th Screen Advertising Australia and Mobile Embrace's 4th Screen Advertising for
Her Voice Activated Banner Ad Campaign
Watch Video | CreditsSilver Winner
Unilever - Vaseline Men and Vdopia Inc. for
Vaseline 'GANGTENGMAKSIMAL' - 'Handsome to the Max' goes Mobile First with Stunning results
Watch Video | CreditsBronze Winner
Unilever Indonesia and Mindshare Indonesia & InMobi for
Citra Night Greetings
Watch Video | Credits2014 Smarties APAC Industry Award Winners
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Agency of the Year in Mobile
Mindshare Indonesia
Enabling Technology Company of the Year in Mobile
Mobilewalla
Marketer of the Year in Mobile
Unilever
Agency Network of the Year in Mobile
Mindshare Asia-Pacific
Publisher/Media Company of the Year in Mobile
