Presenting The Smarties APAC 2019 Winners
← Swipe to scroll through the gallery →
APAC Best In Show
KFC and Mindshare China for
The First Colonel to Conquer e-Sports
Credits
Lynn Zhang, Director, Yum China
Jetty Zhu, Manager, Yum China
Clare Zhang, Director, Yum China
Bolin Wang, Managing Director, Mindshare
Yi Liu, Partner, Mindshare
Stanley Tao, Partner, Mindshare
Kathy Ren, Manager, Mindshare
Jessica Zhu, Supervisor, Mindshare
Phil So, Head of BD, Riot Games
Yue Wang, Head of BD, Tencent IEG
Xi Qing, CEO, PentaQ
Erica Lin, Director, Mindshare
Cassie Ji, Supervisor, Mindshare
Kravo Kang, Supervisor, Mindshare
Marketing Objective
APAC – 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
FuzeTea and MediaCom Vietnam / Dentsu Vietnam for
FuzeTea - Song in a Bottle
Watch Video | CreditsSilver Winner
Shell Advance and Mediacom Vietnam / Click Media for
Shell Advance Forever Outriders
Watch Video | CreditsSilver Winner
Biti's / Biti's Kid and Dentsu Redder for
Bitis Smart - A shoe can make kids smarter!
Watch Video | CreditsMarketing Objective
APAC – 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.
Silver Winner
Mastercard and Flipkart Ads for
The "Big Billion Days" Powered by Mastercard
Watch Video | Credits
Marketing Objective
APAC – 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
Meesho and Affle / Meesho In Association With Affle for
When Women Joined Hands To Break Social Shackles
Watch Video | CreditsSilver Winner
Burger King Indonesia and Mediacom Indonesia / MediaCom Indonesia for
Burger King Indonesia : WhopperDamaian Launch
Watch Video | Credits
Marketing Objective
APAC – 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.
Silver Winner
HsuFuChi and Mindshare China for
HsuFuChi Chinese New Year Memory Train
Watch Video | CreditsBronze Winner
KFC and Mindshare China for
The First Colonel to Conquer e-Sports
Watch Video | CreditsMarketing Objective
APAC – 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.
Marketing Objective
APAC – 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
Lifebuoy and Mindshare India for
The Adaptive Data Lighthouse 2.0
View Case Study | CreditsSilver Winner
Aditya Birla Health Insurance and Mindshare India for
#JumpForHealth III
Watch Video | CreditsBronze Winner
Unilever / OMO and Mindshare Vietnam for
LESS SCREEN TIME, MORE PLAY TIME
Watch Video | Credits
Media
APAC – 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.
Silver Winner
Presidential Candidate 01: Jokowi-Amin and Berakar Komunikasi for
Creation is Prayer, Projection of Hopes & Optimism to Win Presidential Election
Watch Video | CreditsBronze Winner
YouTube Go Indonesia and MullenLowe Indonesia for
Giving More People Access to Know More
Watch Video | CreditsMedia
APAC – 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.
Bronze Winner
Heineken Vietnam Brewery Limited (HVBL) and Red Star for
HEINEKEN FESTIVE CAMPAIGN
Watch Video | CreditsMedia
APAC – 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.
Media
APAC – Mobile App Advertising
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.
Bronze Winner
Google Translate and PHD China for
Eat the World with Google Translate
Watch Video | CreditsMedia
APAC – 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.
Silver Winner
Google and Toaster for
Google - Easy Questions Don't Always Have Easy Answers
Watch Video | CreditsMedia
APAC – 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
Suntory Pepsico Vietnam/ Mirinda and Dentsu Redder for
MIRINDA – LAUGH THE GRUDGE AWAY FOR TET
Watch Video | CreditsSilver Winner
Fonterra / Anlene Indonesia and Mediacom Indonesia for
ANLENE - ASIAN GAMES #WhoIsTheAthlete
Watch Video | CreditsBronze Winner
Aditya Birla Health Insurance and Mindshare India for
#JumpForHealth III
Watch Video | CreditsTechnology
APAC – 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
Biti's / Biti's Kid and Dentsu Redder for
Bitis Smart - A shoe can make kids smarter!
Watch Video | CreditsTechnology
APAC – 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
Lifebuoy and Mindshare India for
The Adaptive Data Lighthouse 2.0
View Case Study | CreditsBronze Winner
Johnson and Johnson / Neutrogena and J3 / Johnson and Johnson for
Neutrogena Data-Driven Location Based Targeting
Watch Video | CreditsTechnology
APAC – 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
Suntory Pepsico Vietnam/ Mirinda and Dentsu Redder for
MIRINDA – LAUGH THE GRUDGE AWAY FOR TET
Watch Video | CreditsTechnology
APAC – 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.
Bronze Winner
HsuFuChi and Mindshare China for
HsuFuChi Chinese New Year Memory Train
Watch Video | CreditsTechnology
APAC – Internet of Things - Products in Market & Incubation / Innovation Stage
This category, we are looking for products that are out in the market right now, OR, exist as a prototype or are in an incubator stage. To increase your chances to win a Smarties, please submit the actual product, OR, prototype or illustrate very clearly its design and functionality. *Due to its nascent stage, this category will have less weight on results than the others. However, that doesn’t mean you should exclude the impact to your current business or potential shifts it will create for your future marketing efforts.
Gold Winner
Biti's / Biti's Kid and Dentsu Redder for
Bitis Smart - A shoe can make kids smarter!
Watch Video | CreditsTechnology
APAC – 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. Due to its nascent stage, this category will have less weight on results than the others. However, that doesn’t mean you should exclude the impact to your current business or potential shifts it will create for your future marketing efforts. 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.
Silver Winner
Nestlé Smoovlatté and Mindshare China for
Nestlé Smoovlatté: Nescafe – From Tianyi With Love.
Watch Video | CreditsCreative 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.
Silver Winner
KFC and Mindshare China for
The First Colonel to Conquer e-Sports
Watch Video | CreditsCreative 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
Globe Telecom and AdSpark Philippines, AdColony / AdColony for
Globe Studios - Winning the Box Office Battle
Watch Video | Credits2019 Smarties APAC Industry Award Winners
Brand of the Year
KFC
Marketer of the Year
Unilever
Publisher/Media Company of The Year
Media Agency
of The Year
Mindshare China
Creative Agency
of The Year
Dentsu Redder