Presenting The Smarties LATAM 2019 Winners
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LATAM Best In Show
Burger King Mexico/Global and We Believers for
The Traffic Jam Whopper
Credits
Gustavo Lauria, Chief Creative Officer, We Believers
Patricio Elfi, Executive Creative Director, We Believers
Santiago Luna Lupo, Creative Director, We Believers
Diego Grandi, Head of Art, We Believers
Marcia Jaes, Head of Production, We Believers
Marco Vega, Chief Strategic Officer, We Believers
Jochi Quijano, Head of Client Service, We Believers
Lupita Alvarez, Creative Coordinator, We Believers
Pablo Salazar, Development Coordinator, We Believers
Fernando Machado, CMO Global, Burger King
Bruno Cardinali, Head of Marketing, Burger King
Andrea Moreno, Brand Communications, Burger King
Pedro Barbosa, Head of Marketing BK MX, Burger King
Miguel Angel Amezquita Sandoval, Marketing Communication Coordinator, Burger King
Matias Aguilar, Head of digital development, No Smoking
Gabriel Da Silva Valer, UX Designer, No Smoking
Kane Kwick, Director, Central Films
Jordi Planell, Director of Photography, Central Films
Diego Panich, Editor,
Alexis Estiz, Composer, Pickle Music
Flavio Dumaine, Post VFX, Bonsai
Swan Glacer, Post VFX, Bonsai
Patricia Guerra, Post VFX, Central
Marketing Objective
LATAM – 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.
Bronze Winner
MINISO and Aguita de Limón / WAZE for
Waze, ¿Dónde están los peluches? #MinisoEffect
Watch Video | CreditsMarketing Objective
LATAM – 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
Burger King Mexico/Global and We Believers for
The Traffic Jam Whopper
Watch Video | Credits
Marketing Objective
LATAM – 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.
Marketing Objective
LATAM – 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.
Media
LATAM – 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.
Bronze Winner
MINISO and Aguita de Limón / WAZE for
Waze, ¿Dónde están los peluches? #MinisoEffect
Watch Video | CreditsMedia
LATAM – 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
Burguer King Mexico and WeBelievers / WAZE for
Traffic Jam Whopper with Waze
Watch Video | CreditsMedia
LATAM – 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.
Media
LATAM – 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
Government of the City of Buenos Aires and BBDO Argentina for
Boti, or how Buenos Aires became the first city with WhatsApp.
Watch Video | CreditsMedia
LATAM – 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.
Media
LATAM – 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.
Gold Winner
Burger King Mexico/Global and We Believers for
The Traffic Jam Whopper
Watch Video | CreditsMedia
LATAM – 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.
Silver Winner
Arcos Dorados Comércio de Alimentos Ltda and DPZ&T / McDonald's for
FriesList
Watch Video | CreditsMedia
LATAM – 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.
Technology
LATAM – 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.
Gold Winner
Burger King Mexico/Global and We Believers for
The Traffic Jam Whopper
Watch Video | CreditsSilver Winner
Government of the City of Buenos Aires and BBDO Argentina for
Boti, or how Buenos Aires became the first city with WhatsApp.
Watch Video | CreditsTechnology
LATAM – 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
Burger King Mexico/Global and We Believers for
The Traffic Jam Whopper
Watch Video | Credits
Technology
LATAM – 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
Arcos Dorados Comércio de Alimentos Ltda and DPZ&T / McDonald's for
FriesList
Watch Video | Credits2019 Smarties LATAM Industry Award Winners
Advertiser of the Year
Burger King
Agency of the Year
BBDO Argentina