Presenting The Smarties Global 2017 Winners
← Swipe to scroll through the gallery →
Global Best In Show
Bayer AG/Yasmin and PHD China, Wezeit, Super Curriculum for
Yasmin's Sex-Ed Revolution
Credits
Tony Tang, Managing Director, PHD
Cindy Xu, General Manager, PHD
Lara Yang, Group Social Media Director, OMG
Sybil Li, Social Media Supervisor, OMG
Eddie Weng, Associate Planning Director, PHD
Delinda Pu, Planning Manager, PHD
Sara Wang, Senior Media Planner, PHD
Yan Liu, Head of Franchise, Bayer
Nancy Wu, Marketing Manager, Bayer
Grace Luo, Senior Product Manager, Bayer
Shuchen You, Project Manager, Bayer
Wenlin Pei, Senior Trade officer, Bayer
Marketing Objective
Global – Brand Awareness
Brand growth, development and enrichment. These components are critical to a successful brand awareness campaign as well as establishing brand recognition and familiarity with your customers.
Gold Winner
Bayer AG/Yasmin and PHD China, Wezeit, Super Curriculum for
Yasmin's Sex-Ed Revolution
Watch Video | CreditsSilver Winner
Colgate Palmolive (India) Ltd and Red Fuse Communications India for
Pocket Dentist
Watch Video | Credits
Marketing Objective
Global – Lead Generation / Direct Response / Conversions
A great lead generation campaign will expertly use mobile to directly impact sales, conversions, trial or purchase intent. It can also be quite powerful prior to any transaction(s) if the mobile campaign attracts a good amount of prospective customers that are primed for future engagement and sales.
Gold Winner
Alcoholics Anonymous and J.Walter Thompson Brazil for
Anonymous Friend
Watch Video | Credits
Bronze Winner
Maybelline New York and Mindshare China for
Maybelline Proves E-Commerce and Livestreaming Were Made For Each Other
Watch Video | CreditsMarketing Objective
Global – Product / Services Launch
Your campaign launched or re-launched a product or service with mobile at the heart, delivering measurable success.
Gold Winner
Bayer AG/Yasmin and PHD China, Wezeit, Super Curriculum for
Yasmin's Sex-Ed Revolution
Watch Video | CreditsSilver Winner
Marriott International and Marriott International for
The New Marriott Mobile App: The Perfect Travel Companion ®
Watch Video | CreditsBronze Winner
Maybelline and Mindshare China for
Celebrity Endorsement in the Age of Social Media
Watch Video | CreditsMarketing Objective
Global – Promotion
A promotion can range from contests and coupons to special offers, sweepstakes and POS/Merchandising. Demos, coupons, exhibitions/trade shows, games, special offers (and more) are also fair game for this category.
Silver Winner
L’Oréal and Mindshare China for
Mobile Makeover for Gamers by L’Oréal Men Expert
Watch Video | CreditsMarketing Objective
Global – Relationship Building / CRM
Keeping the customers you have is already tough. Increasing their loyalty is another thing altogether. But that’s what CRM is all about - building and managing customer relationships. This category is for the best examples of how mobile can be the cornerstone to those relationships.
Gold Winner
Marriott International - M Live Platform and N/A for
M Live GeoFencing Surprise & Delight Platform
Watch Video | Credits
Marketing Objective
Global – Social Impact / Not For Profit
Driving social change - from the palm of your hand. Or your tablet. Or some other mobile device. The point is, campaigns for not-for-profits or government agencies are now more powerful than ever because mobile makes them accessible to everyone. This category is for best in class campaigns that create significant social change or deliver against a public service.
Gold Winner
Bayer AG/Yasmin and PHD China, Wezeit, Super Curriculum for
Yasmin's Sex-Ed Revolution
Watch Video | CreditsSilver Winner
Colgate Palmolive (India) Ltd and Red Fuse Communications India for
Pocket Dentist
Watch Video | CreditsSilver Winner
Alcoholics Anonymous and J.Walter Thompson Brazil for
Anonymous Friend
Watch Video | CreditsBronze Winner
Fundación Banco de Bosques and Wunderman Buenos Aires for
Eco Alarm
Watch Video | CreditsMedia
Global – Cross Media
This category 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.
Gold Winner
Manulife (International) Limited and PHD Hong Kong for
ManulifeMOVE
Watch Video | CreditsGold Winner
Nike and Mindshare India for
Inspiring the Athlete Within Every Woman
Watch Video | CreditsMedia
Global – Cross Mobile Integration
This category is for campaigns integrating a minimum of 3 mobile applications or mediums (i.e. apps, mobile web, messaging, video, display, search, etc.). We looked for campaigns that hit the above marks, and are strategically customized for each experience.
Gold Winner
Unilever Indonesia/Axe and Mindshare Indonesia for
Axelerate Find Your Magic
Watch Video | CreditsSilver Winner
Bayer AG/Yasmin and PHD China, Wezeit, Super Curriculum for
Yasmin's Sex-Ed Revolution
Watch Video | CreditsBronze Winner
Nike and Mindshare India for
Inspiring the Athlete Within Every Woman
Watch Video | CreditsMedia
Global – Marketing within a Mobile Gaming Environment
Successful marketing within a gaming environment that isn’t the app or game itself requires a balance of subtlety and ingenuity.
Silver Winner
L’Oréal and Mindshare China for
Mobile Makeover for Gamers by L’Oréal Men Expert
Watch Video | CreditsMedia
Global – Messaging
This category focuses on the use of SMS/MMS to brilliantly bring a marketing campaign to life. Examples could include (but are not limited to): activation of marketing programs, customer acquisition, engagement and conversion.
Silver Winner
Softlogic Life and Mindshare Sri Lanka, Etisalat Mobile for
Campaign That Saved 2500 Lives
Watch Video | CreditsBronze Winner
The Coca-Cola Company/Coca-Cola and Fulcrum Myanmar for
Coca-Cola Refresh and Top-Up
Watch Video | CreditsMedia
Global – Mobile App
Any application that provides information, entertainment, productivity or utility for the customer. Mobile App can be part of a broader marketing strategy or a stand-alone brand experience. Both short-term apps for a specific moment in time as well as longer term apps are eligible for this category.
Media
Global – Mobile Native
An ad that follows the natural form and function of the user experience in which it is placed can be especially impactful. This category celebrates the best examples of native mobile - both display and video.
Gold Winner
L'Oreal/Maybelline and TBWA\ Singapore for
The Maybelline Snapchat Hack
Watch Video | CreditsSilver Winner
Dunkin' Donuts and Trilia Media for
Waze Order Ahead, Featuring Dunkin’ Donuts On The Go Mobile Ordering
Watch Video | CreditsBronze Winner
Festival Republic and Gameloft Advertising Solutions for
Reading & Leeds Festival 2017
Watch Video | CreditsMedia
Global – Mobile Social
Social can include networks (think Facebook, Snapchat, Instagram, etc.), person-to-person (i.e. Skype, Facebook Messenger, Whatsapp etc.). Of course, all work must be focused on the mobile platform.
Silver Winner
Alcoholics Anonymous and J.Walter Thompson Brazil for
Anonymous Friend
Watch Video | CreditsBronze Winner
Marriott International - M Live Platform and N/A for
M Live GeoFencing Surprise & Delight Platform
Watch Video | CreditsMedia
Global – Mobile Website
A website designed specifically for the smaller screen that is both thoughtful and delivers an enhanced user experience - no matter the objective. From products and brands to companies and services, we are looking for the best in mobile web that is not an app.
Technology
Global – Innovation
For this category, innovation in mobile marketing can come from two different places: Groundbreaking/new technologies or an unconventional/creative use of existing technology.
Technology
Global – Location Based Services or Targeting
Connecting to customers with the most relevant message when and where they are most likely to act with location based targeting is a marketer’s dream. Easier said than done? This category can include one-off executions or longer term campaigns but must include specifics on impact against your marketing goals.
Silver Winner
Marriott International - M Live Platform and N/A for
M Live GeoFencing Surprise & Delight Platform
Watch Video | CreditsTechnology
Global – Mobile Payments / Commerce
Transactions via mobile have become much easier to navigate, more beautiful in their design, and way more trustworthy. This category exhibits the best examples of mobile commerce that can be an app and/or native mobile capabilities.
Silver Winner
Maybelline New York and Mindshare China for
Maybelline Proves E-Commerce and Livestreaming Were Made For Each Other
Watch Video | CreditsTechnology
Global – Mobile Video
Mobile is quickly ascending as the dominant screen for video consumption. It’s nuanced and intimate and is proven to yield impressive results as the most effective storytelling platform, despite the small screen. The formula for success is far more complicated than a 30 second spot but also offers greater opportunities.
Gold Winner
Bayer AG/Yasmin and PHD China, Wezeit, Super Curriculum for
Yasmin's Sex-Ed Revolution
Watch Video | CreditsTechnology
Global – VR/AR
Technologies such as virtual reality and computer generated content in combination with live video have pushed the boundaries of creativity in mobile. This category flaunts the most immersive and/or interactive brand experiences using this technology.
Gold Winner
Warner Bros. Pictures and Turner for
Miracle On the Hudson - An Aerial Virtual Reality Experience
Watch Video | CreditsTechnology
Global – 360 Degree Video
It’s hard to argue with the immersive power of 360 video to engage viewers. Because the medium is already captivating by nature, we are looking for the most creative uses for this category.
Gold Winner
Warner Bros. Pictures and Turner for
Miracle On the Hudson - An Aerial Virtual Reality Experience
Watch Video | CreditsSilver Winner
Rede de Justiça and J.Walter Thompson Brazil for
Visceral Reality
Watch Video | Credits
Technology
Global – Mobile Audio
Any campaign that demonstrates how the experience of audio techniques, be it music, voice or other sound (audio advertising), was used in a mobile environment to create consumer demand and engagement.
2017 Smarties Global Industry Award Winners
Swipe to scroll through the gallery
Marketer of the Year
Target Brands
Agency of the Year
Mindshare
Marketer to Watch
McDonald’s
Enabling Technology Company of the Year
Moat
Media Companies of the Year
Amazon
eBay
Target Brands
Walmart