Marketing Objective
Smarties X – Brand Awareness
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.
Uproxx / Sprite / Coca Cola and Uproxx / UM
Unionbank and AdColony / OMD Philippines / AdColony Singapore Pte Ltd
Clear Men and Mindshare Vietnam
Gloob and Gameloft for brands
LA Rams and Snap, Inc.
Johnnie Walker and Whats Your Problem Brand Solutions / The Glitch
Sparkling Ice and Tapjoy / Hawkeye and Viva Partnership
Doritos/Frito Lay and Uproxx / The Content Collective
Nivea and AdColony Singapore Pte Ltd / OMD Indonesia
Marketing Objective
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.
DIMES and Reklamania Creative / Bubble Project | Cats & Dogs / DIMES
Lifebuoy, Unilever and Mindshare India / Mindshare
ZaloPay and T&A Ogilvy
Marketing Objective
Smarties X – Product / Services Launch
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.
ViettelPay and Dentsu Redder / Metub
Cornetto // Unilever and Medina Turgul DDB / Mindshare Istanbul | Panda Films | Golin | Profilm
Fanta and Carat Turkey / VMLY&R
LA Rams and Snap, Inc.
Marketing Objective
Smarties X – Promotion
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 Mindshare Russia / Sputniki / Mindshare
L’Oréal Paris and Mindshare China / Mindshare
Marketing Objective
Smarties X – Relationship Building / CRM
Campaigns that build and manage customer relationships. Demonstrate how the campaign has increased customer loyalty and/or led to customer retention.
Nike and Mindshare China / AKQA / Mindshare
Kotex, Kimberly Clark and Mindshare Russia / Sputniki / Mindshare
Marketing Objective
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.
Lifebuoy, Unilever and Mindshare Vietnam
Sinch and Edelman / Mental Health America / Sinch
OMO and Mindshare Vietnam / VMLY&R
Google India and Toaster
Dunkin' and Waze / Joy in Childhood Foundation
WOW Holiday and WOW Media / Admicro
Media
Smarties X – Cross Media
Campaign 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.
Unilever Rus / Dove and Initiative Russia / Krasnaya Stroka & Possible
Lifebuoy, Unilever and Mindshare India / Mindshare
Gloob and Gameloft for brands
Coca-Cola Energy and Carat Turkey / McCANN Istanbul / Carat Media Turkey
Media
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.
Berocca and Carnival / Mediacom
Nike and Mindshare China / Mindshare
Pond’s and Mindshare Philippines / Facebook
Google APAC and Toaster
Media
Smarties X – Messaging
(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.
Sinch and Edelman / Mental Health America / Sinch
Google and MSL
Media
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.
Akbank and Akbank
Clear Men and Mindshare Vietnam
Nike and Mindshare China / Mindshare
Sparkling Ice and Tapjoy / Hawkeye and Viva Partnership
Media
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.
Approved and Havas Media Turkey / Havas Istanbul
ViettelPay and Dentsu Redder / Metub
Media
Smarties X – Mobile Native
An ad that follows the natural form and function of the user experience in which it is placed. Submissions can include either or both display and video.
DIMES and Reklamania Creative / Bubble Project | Cats & Dogs / DIMES
LA Rams and Snap, Inc.
Vicinity Media and Vicinity Media & Dentsu Red Star / Dentsu Red Star / Vicinity Media
Dunkin' Joy in Childhood Foundation and Waze
Media
Smarties X – 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.
Akbank and Hype / Akbank
Media
Smarties X – Mobile Social
Campaign which uses social platforms to impact business objectives and/or enhance relationships with a brand, community or consumer. Includes emojis, memes, hashtags, etc.
OMO and Mindshare Vietnam / VMLY&R
ZaloPay and T&A Ogilvy
Chupa Chups and Dentsu One
LA Rams and Snap, Inc.
Chevrolet and Weber Shandwick / Commonwealth//McCann / General Motors
Kotex, Kimberly Clark and Mindshare Russia / Sputniki / Mindshare
Technology
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.
Lifebuoy, Unilever and Mindshare Vietnam
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