Campaign created for brand growth, development, and enrichment, as well as establishing brand recognition and familiarity with targeted customers. Showcase how your campaign has achieved any or all of these components.
AdColony Singapore Pte Ltd
/ OMD Indonesia
Smarties X – Lead Generation / Direct Response / Conversions
Campaigns which use mobile to directly impact sales, conversions, trial, purchase intent or generated customers for future engagement and sales. Showcase how your submission has achieved either or both.
Work that launched or re-launched a product or service with mobile at the heart, delivering measurable success. Be specific as to what made this launch effective, along with the role mobile played in the process.
Campaign ranging from contests and coupons to special offers, sweepstakes and POS/Merchandising. Includes demos, coupons, exhibitions/trade shows, and games. Be very specific in demonstrating how your campaign specifically changed buyer behavior.
Kotex, Kimberly Clark and
Smarties X – Social Impact / Not For Profit
Campaigns for not-for-profits or government agencies that create significant social change and/or deliver against a public service. Includes lobbying, fundraising, expanding, informing or positively changing attitudes and behaviors. Show how your approach added value to your customers and benefitted your organization.
Coca-Cola Energy and
/ McCANN Istanbul
/ Carat Media Turkey
Smarties X – Cross Mobile Integration
Campaigns which integrate a minimum of 3 mobile applications or mediums (i.e. apps, mobile web, messaging, video, display, search, etc.). Submissions for this category should hit the above marks and be strategically customized for each experience.
(Sponsored by Google) - This category focuses on the use of chatbots, live agents, SMS/MMS, RCS and business messaging platforms such as Google's Business Messages, Apple's Business Chat, WhatsApp, Facebook Messenger, WeChat, Line etc., to brilliantly bring a marketing campaign to life. Examples could include (but are not limited to): customer service, activation of marketing programs, customer acquisition, engagement and conversion.
Smarties X – 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.
Sparkling Ice and
/ Hawkeye and Viva Partnership
Smarties X – 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. Includes short-term apps for a specific moment in time as well as longer term apps.
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.
Kotex, Kimberly Clark and
Smarties X – Data/Insights
Use of customer data that played an integral role in the development and execution of a campaign to target, engage or develop a meaningful relationship with a specific audience or community. Detail the role that data had within the campaign strategy in achieving the brand and business goals.
Digital out of home advertising is the integration of offline out-of-home advertising with digital elements. This includes any out-of-home (OOH) display, digital billboard or digital signage that can change its advertising content remotely using addressable electronic, LED, and screen technology but excludes TV advertising and radio advertising. It does not include vinyl or static billboards, bus shelters or other static displays or panels
Mobile advertising, applications, or sites that explore new ideas, devices, or methods in their execution and push the boundaries of the discipline. Includes new or groundbreaking techniques or an unconventional/creative use of existing technology. Include the impact to your current business or potential shifts it will create for your future marketing efforts.
Use of GPS, geolocation and/or proximity technologies. It could be a targeted campaign for a location-specific audience (based on proximity), or contextual targeting based on history and customer behavior. Campaign can include one-off executions or longer term campaigns but must include specifics on impact against your marketing goals.
Mobile commerce solutions improving or enhancing the customer buying experience, creating increased engagement and commercial success. Includes in-app purchasing, mobile banking, virtual marketplace apps (i.e. Amazon mobile app), or a digital wallet such as Apple Pay, Android Pay and Samsung Pay.
Campaigns demonstrating how video advertising was used in a mobile environment to create consumer demand and engagement. Includes mobile-based 360° video experiences that provide an immersive experience for the viewer.
Augmented, Virtual, and Mixed Reality technology using mobile platforms and/or devices to enhance the visual experience of a brand, product, service, or message. Include the impact to your current business or potential shifts it will create for your future marketing efforts.
Amelia Island Convention and Visitors Bureau and
Smarties X – User Generated
UGC is the term used to describe any form of content such as video, blogs, discussion form posts, digital images, audio files, and other forms of media that was created by consumers or end-users of an online system or service and is publicly available to others consumers and end-users.