Presenting The Smarties MENA 2019 Winners

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RAKfoodie Paints the Town Yellow

MENA Best In Show

RAKBank and UM MENAT for

RAKfoodie Paints the Town Yellow

Credits

Banali Malhotra, Director-Marketing, RAKBANK

Imranuddin Ahmad, Senior Manager- Media & Channels, RAKBANK

Mohit Lodha, Head Of Digital, RAKBANK

Nikita Masillamani, Assistant Manager- Media & Channels, RAKBANK

Jad Daou, Business Director, UM MENA

Nayan Joshi, Associate Digital Director, UM MENA

Robby Ferris, Media Supervisor, UM MENA

Zain Sheffi, Media Executive, UM MENA

Mark Shadwell, Associate creative director, promoseven360

Shahbaz Zobairi, Executive creative director, promoseven360

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Marketing Objective

MENA – 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. Please showcase how your campaign has achieved any or all of these components.

Gold Winner

Almarai 7Days Bake Rolls

Almarai and AdColony MENA for

Almarai 7Days Bake Rolls

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Bronze Winner

Sunwhite Calrose - Rice is Life

Sunwhite and Future Tech Media for

Sunwhite Calrose - Rice is Life

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Bronze Winner

It's Good to be Tough

Raid and Future Tech Media for

It's Good to be Tough

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Marketing Objective

MENA – 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

RAKfoodie Paints the Town Yellow

RAKBank and UM MENAT for

RAKfoodie Paints the Town Yellow

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Silver Winner

Etisalat WaselGo

Etisalat and InMobi | Initiative / InMobi for

Etisalat WaselGo

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Marketing Objective

MENA – Product / Services Launch

Your campaign launched or re-launched a product or service with mobile at the heart, delivering measurable success. Please be specific as to what made this launch effective, along with the role mobile played in the process.

Gold Winner

RAKfoodie Paints the Town Yellow

RAKBank and UM MENAT for

RAKfoodie Paints the Town Yellow

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Silver Winner

Etisalat WaselGo

Etisalat and InMobi | Initiative / InMobi for

Etisalat WaselGo

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Bronze Winner

Chupa Chups - stretch the fun on social

Chupa Chups and UM MENAT for

Chupa Chups - stretch the fun on social

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Marketing Objective

MENA – 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. Please be very specific in demonstrating how your campaign specifically changed buyer behavior.

Gold Winner

Rak Foodie App Launch

RAK Bank and InMobi | UM MENAT / InMobi for

Rak Foodie App Launch

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Bronze Winner

Measurable Impact of TV on eCommerce Sales

Pizza Hut and Mindshare MENA for

Measurable Impact of TV on eCommerce Sales

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Marketing Objective

MENA – 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.

Silver Winner

Careem - Honeymoon

Careem and Careem for

Careem - Honeymoon

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Media

MENA – 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

Signal - UNICEF

Signal and Magna Global for

Signal - UNICEF

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Silver Winner

Nissan Middle East - Cricket World Cup Live Sports SYNC.

Nissan Middle East. and OMD / SilverPush Pte Ltd for

Nissan Middle East - Cricket World Cup Live Sports SYNC.

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Media

MENA – 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 are looking for campaigns that hit the above marks, and are strategically customized for each experience.

Gold Winner

Pepsi UCL Mobile Game

Pepsi and Future Tech Media for

Pepsi UCL Mobile Game

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Media

MENA – 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.

Bronze Winner

Measurable Impact of TV on eCommerce Sales

Pizza Hut and Mindshare MENA for

Measurable Impact of TV on eCommerce Sales

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Media

MENA – Mobile 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.

Silver Winner

Almarai 7Days Bake Rolls

Almarai and AdColony MENA for

Almarai 7Days Bake Rolls

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Silver Winner

Pepsi UCL Mobile Game

Pepsi and Future Tech Media for

Pepsi UCL Mobile Game

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Silver Winner

Ant Man & The Wasp - Interactive Video

Walt Disney and OMD UAE & POKKT / POKKT for

Ant Man & The Wasp - Interactive Video

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Media

MENA – 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.

Gold Winner

Chupa Chups - stretch the fun on social

Chupa Chups and UM MENAT for

Chupa Chups - stretch the fun on social

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Silver Winner

It's Good to be Tough

Raid and Future Tech Media for

It's Good to be Tough

Watch Video | Credits

Silver Winner

Sunwhite Calrose - Rice is Life

Sunwhite and Future Tech Media for

Sunwhite Calrose - Rice is Life

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Media

MENA – Messaging

This category focuses on the use of SMS/MMS and messaging platforms such as WhatsApp, Facebook Messenger, WeChat, Line etc., 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.

Gold Winner

Huawei Y9 Prime 2019

Huawei Iraq and Out There Media for

Huawei Y9 Prime 2019

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Technology

MENA – 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. Show us your best in class, most impactful mobile video campaigns!

Silver Winner

Etisalat eLife Unlimited Mr. Bean

Etisalat and AdColony MENA for

Etisalat eLife Unlimited Mr. Bean

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Silver Winner

Almarai 7Days Bake Rolls

Almarai and AdColony MENA for

Almarai 7Days Bake Rolls

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Bronze Winner

Ant Man & The Wasp - Interactive Video

Walt Disney and OMD UAE & POKKT / POKKT for

Ant Man & The Wasp - Interactive Video

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Technology

MENA – 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.

Gold Winner

Rak Foodie App Launch

RAK Bank and InMobi | UM MENAT / InMobi for

Rak Foodie App Launch

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Silver Winner

Etisalat WaselGo

Etisalat and InMobi | Initiative / InMobi for

Etisalat WaselGo

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Silver Winner

Pay Now Moments

RAKBank and MEmob for

Pay Now Moments

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Bronze Winner

McDonalds Food Trust, Jeddah KSA

McDonalds and Blis & Studio M / Blis for

McDonalds Food Trust, Jeddah KSA

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Technology

MENA – 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. Due to its exploratory nature, this category will have less weight on results than the others - that doesn’t mean though that you shouldn’t include the impact to your current business or potential shifts it will create for your future marketing efforts.

Silver Winner

Dynamic Ads (Closeup x Anghami)

Closeup x Anghami and Anghami for

Dynamic Ads (Closeup x Anghami)

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Bronze Winner

Telfast Weather Sync *Achoo* Campaign

Telfast and Mindshare MENA for

Telfast Weather Sync Achoo Campaign

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Bronze Winner

Measurable Impact of TV on eCommerce Sales

Pizza Hut and Mindshare MENA for

Measurable Impact of TV on eCommerce Sales

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Media

MENA – 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

Chupa Chups - stretch the fun on social

Chupa Chups and UM MENAT for

Chupa Chups - stretch the fun on social

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Silver Winner

Measurable Impact of TV on eCommerce Sales

Pizza Hut and Mindshare MENA for

Measurable Impact of TV on eCommerce Sales

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Media

MENA – Programmatic

A campaign that demonstrates how the use of a programmatic / RTB platform improved the targeting and increased the efficiency and effectiveness in buying, selling and creating a mobile advertising solution.

Gold Winner

RAKfoodie Paints the Town Yellow

RAKBank and UM MENAT for

RAKfoodie Paints the Town Yellow

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Silver Winner

Telfast Weather Sync *Achoo* Campaign

Telfast and Mindshare MENA for

Telfast Weather Sync Achoo Campaign

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Technology

MENA – 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.

Gold Winner

Dynamic Ads (Closeup x Anghami)

Closeup x Anghami and Anghami for

Dynamic Ads (Closeup x Anghami)

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Silver Winner

Sonic Brand Launch

Mastercard Middle East Africa and Future Tech Media for

Sonic Brand Launch

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