Presenting The Smarties Global 2018 Winners
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Global Best In Show
Unilever / Lifebuoy and PHD China for
24 Hour Doctor
Credits
Jezzebel Gu, Group Business Director, PHD Media
Elaine Zhu, Planning Director, PHD Media
Sarah Zou, Digital Planning Manager, PHD Media
Mimi Lu, Strategy Director, PHD Media
Vincent Zhao, Brand Building Director, Unilever
Zoe Zhang, Lifebuoy BB team, Unilever
Tracy Feng, Lifebuoy BB team, Unilever
Global Best In Show
Reclame Aqui and Grey Brasil for
Corruption Detector
Credits
Rodrigo Jatene, Co-president & CCO, Grey Brasil
Adriano Matos, VP, Executive Creative Director, Grey Brasil
Bruno Brux, Creative Directo, Grey Brasil
Rafael Gonzaga, Creative Directo, Grey Brasil
Bruno Brux, Copywriter, Grey Brasil
Rafael Gonzaga, Copywriter, Grey Brasil
Guilherme Pinheiro, Copywriter, Grey Brasil
Andre Choairy, Copywriter, Grey Brasil
Tiago Pinheiro, Art Director, Grey Brasil
Marcia Esteves, Co-President, Grey Brasil
Elise Passamani, VP, Operations, Grey Brasil
Raquel Messias, VP, Planning, Grey Brasil
Thiago Franzao, VP, Media, Grey Brasil
Nathalia Beividas, Integrated Production Director, Grey Brasil
Renata Ruas, Broadcast Production Director, Grey Brasil
Robinson Silva, Print Production Director, Grey Brasil
Monique Oliveira, Project Management, Grey Brasil
Taina Monaco, Project Management, Grey Brasil
Gabriel Pinzetta, Digital Production, Reclame Aqui
Diego Campos, Digital Production, Reclame Aqui
Andre Rocha, Digital Production, Reclame Aqui
Mauricio Meirelles, Journalist, Journalist
Studio Penka, Image Producer, Studio Penka
Satelite Audio, Audio Producer, Satelite Audio
Per Pedersen, Global Creative Chairman, Grey Global
Eduardo Maruri, Regional CEO, Grey Latam
Diego Medvedocky, Regional CCO, Grey Latam
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.
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.
Marketing Objective
Global – Product / Services Launch
Your campaign launched or re-launched a product or service with mobile at the heart, delivering measurable success.
Bronze Winner
Rexona and Mindshare Indonesia for
Rexona Movement from Movement
Watch Video | Credits
Marketing 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.
Gold Winner
Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for
BiteCoins
View Case Study | 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
McDonald's Spain and OMD Spain for
From Mass McDonald's to My McDonald's
Watch Video | CreditsSilver Winner
T-Mobile and The Marketing Store for
Reaping Rewards with T-Mobile Tuesdays
Watch Video | CreditsMarketing 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
Twitter and McCann Spain / Twitter Spain for
#ImBack. The return to Twitter
Watch Video | CreditsSilver Winner
Mirinda and Mindshare India for
Breaking the deafening silence – Mirinda Release the Pressure
Watch Video | CreditsSilver Winner
Tinder and M Booth for
#RepresentLove: The Interracial Couple Emoji Project by Tinder
Watch Video | Credits
Media
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.
Media
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.
Media
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.
Media
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.
Bronze Winner
Pepsodent White and Mindshare for
Pepsodent Nightbrushing via Storytelling
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.
Silver Winner
Twitter and McCann Spain / Twitter Spain for
#ImBack. The return to Twitter
Watch Video | CreditsMedia
Global – Mobile Search
Current research indicates that 4 out of 10 people conduct their searches exclusively on mobile during a typical day. This category showcases the ever-important campaigns that have search at their core.
Gold Winner
Future Group / Big Bazaar and Mediacom Communications Pvt. Ltd. for
Smart Search
Watch Video | CreditsBronze Winner
Akbank and PNC /HYPE / Akbank for
The Future of Mobile Search Ads
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
Aditya Birla Capital Health Insurance and Mindshare India for
#JumpForHealth
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.
Silver Winner
Samsung Canada and eSSENTIAL Accessibility for
Enhance the Digital Experience for Users with Disabilities
Watch Video | CreditsSilver Winner
Reckitt Benckiser and Interactive Avenues Pvt. Ltd. for
RexBot educates India's youth on healthy sex
Watch Video | CreditsTechnology
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
Uniqlo and Mindshare China for
Hijacking the Largest Shopping Festival in the World
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.
Gold Winner
1-800-Flowers.com and 1-800-Flowers.com for
It's Never Too Late, Always the Perfect Gift with 1-800-Flowers
Watch Video | CreditsSilver Winner
Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for
BiteCoins
View Case Study | 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.
Bronze Winner
Nestle Indonesia “DANCOW Advanced Excelnutri+” and Mindshare Indonesia / AdColony for
DANCOW Advanced Excelnutri+ “Iya Boleh 2.0”
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.
Technology
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
Volvo and Courageous Studio / Mindshare Worldwide, Grey for
Racing the Sun
Watch Video | CreditsSilver Winner
Samsung Mobile and Starcom UK / NowThis for
NowThis x Samsung Gear 360 -- the no. 1 most-viewed campaign on Facebook in 2017
Watch Video | CreditsBronze Winner
Excedrin Migraine and Weber Shandwick for
Excedrin Works 360 Video
Watch Video | CreditsTechnology
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.
Technology
Global – The Internet of Things - Products in Prototype / Incubator Stage
By definition, The Internet of Things is composed of any technology, device or wearable that sends and receives data via the mobile driven internet. For this category, we are looking for products that exist as a prototype or are in an incubator stage.
Silver Winner
Arcos Dorados Comércio de Alimentos Ltda and DPZ&T for
The Tasty Drive
Watch Video | Credits2018 Smarties Global Industry Award Winners
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Marketer of the Year
McDonald’s
Media Company of the Year
NBCUniversal
Enabling Technology of the Year
Google RCS
Agency of the Year
Mindshare