Presenting The Smarties Indonesia 2020 Winners
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Indonesia Best In Show
S-26 Procal GOLD and Ogilvy / Nestle Indonesia for
Wyeth S26 AR Book
Credits
Maria Fransisca, Category Marketing Manager, Wyeth Nutrition
Maulani Kattani, Category Marketing Manager, Wyeth Nutrition
Syara Latifatun, Jr. Brand Manager, Wyeth Nutrition
Lily , Digital Manager, Wyeth Nutrition
Dita Monicasari, Brand Executive, Wyeth Nutrition
Juan Miguel Alvarez, Business Manager, Wyeth Nutrition
Sachi Thomas, Director, Wyeth Nutrition
Dwi Sulistyaningsih, Connection Planner, Wyeth Nutrition
Adam Reinaldy, Planning Group Head, Mindshare
Vidya Candra, Digital Lead, Mindshare
Rohit Padukone, Client Lead, Mindshare
Samir Gupte, Managing Director, Ogilvy
Fernando Sarael, Business Group Head, Ogilvy
Deborah Dirks, Account Director, Ogilvy
Rut Widiawati, Account Manager, Ogilvy
Mario Tarjono, Digital Account Manager, Ogilvy
Markus Oelsner, Chief Strategy Officer, Ogilvy
Karthik Narayan, Strategy Director, Ogilvy
Brigitta Maharani, Strategic Planner, Ogilvy
Adrian Miller, Chief Creative Officer, Ogilvy
Hanny Shintawati, Sr. Creative Director, Ogilvy
Yohan Malonda, Sr. Art Director, Ogilvy
Edita Putri, Copywriter, Ogilvy
Ajay Tawde, Head of Customer Engagement and Commerce, Ogilvy
Aulia Yoga, UX Strategist, Ogilvy
Febrian Hendrajaya, Analyst, Ogilvy
Indonesia Best In Show
BKPM (PKBI – Perkumpulan Keluarga Berencana Indonesia) and M&C Saatchi Indonesia for
#STOPCHILDMARRIAGE
Credits
Dami Sidharta, ECD, M&C Saatchi Indonesia
Erlita Putranti, Sr. Copywriter, M&C Saatchi Indonesia
Dhani Pratama, Art Director, M&C Saatchi Indonesia
Dyah Ariani, Integration Director, M&C Saatchi Indonesia
Marketing Objective
Indonesia – 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.
Gold Winner
Head & Shoulders and AmbilHati / P&G Indonesia for
#MoveonBro Head & Shoulders
Watch Video | CreditsSilver Winner
redBus Indonesia and M&C Saatchi Indonesia for
Bang Toyib Returns
Watch Video | CreditsBronze Winner
Milo NutriUp and Ogilvy / Nestlé Indonesia for
Milo NutriUp Launch Raih Lebih Game
Watch Video | Credits
Marketing Objective
Indonesia – 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.
Gold Winner
Bear Brand and Mindshare / Nestle Indonesia for
Bear Brand Bisa Banget
Watch Video | CreditsSilver Winner
Kororo and Adplanetdaiko / Gojek for
Finding The Sweet Spot in The Country
Watch Video | CreditsSilver Winner
McDonald’s and OMD / The Trade Desk for
The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year
Watch Video | CreditsMarketing Objective
Indonesia – 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.
Gold Winner
Rexona and RED COMMUNICATION for
Gerak Tak Terbatas (Unlimited Moves)
Watch Video | CreditsSilver Winner
Dancow Nutritods and Mindshare / Nestlé Indonesia for
Dancow Nutritods 2020
Watch Video | CreditsBronze Winner
Promina and i-dac Indonesia / AdColony for
Promina Homemade ‘Easy-to-Cook for Baby’ Mobile Campaign
Watch Video | CreditsMarketing Objective
Indonesia – 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.
Gold Winner
S-26 Procal GOLD and Ogilvy / Nestle Indonesia for
Wyeth S26 AR Book
Watch Video | CreditsSilver Winner
Kororo and Adplanetdaiko / Gojek for
Finding The Sweet Spot in The Country
Watch Video | CreditsBronze Winner
S-26 PROCAL and Ogilvy / Nestle Indonesia for
Wyeth S26 #CaraPintarMam Ini Hasilnya
Watch Video | CreditsMarketing Objective
Indonesia – 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.
Gold Winner
BKPM (PKBI – Perkumpulan Keluarga Berencana Indonesia) and M&C Saatchi Indonesia for
#STOPCHILDMARRIAGE
Watch Video | CreditsSilver Winner
Hari Bersih Indonesia and M&C Saatchi Indonesia for
The Floating Museum
Watch Video | CreditsBronze Winner
Rexona and RED COMMUNICATION for
Gerak Tak Terbatas (Unlimited Moves)
Watch Video | CreditsBronze Winner
Sampoerna Retail Community and PT Maleo Kreatif Indonesia for
#KitaSalingMenolong
Watch Video | CreditsMedia
Indonesia – 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.
Gold Winner
Head & Shoulders and AmbilHati / P&G Indonesia for
#MoveonBro Head & Shoulders
Watch Video | CreditsSilver Winner
Rexona and RED COMMUNICATION for
Gerak Tak Terbatas (Unlimited Moves)
Watch Video | CreditsBronze Winner
Bear Brand and Mindshare / Nestle Indonesia for
Bear Brand Ramadan 2020
Watch Video | CreditsMedia
Indonesia – 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.
Silver Winner
BRI and Samara Live / emtek digital for
Nusantara Fashion Festival
View Case Study | CreditsBronze Winner
Bear Brand and Mindshare / Nestle Indonesia for
Bear Brand Bisa Banget
Watch Video | CreditsMedia
Indonesia – 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.
Gold Winner
NIVEA and OMD Indonesia / AdColony for
NIVEA #SentuhanIbu World of Imagination
Watch Video | Credits
Bronze Winner
S-26 Procal and Mindshare / Nestle Indonesia for
Wyeth S26 #CaraPintarMam Ini Hasilnya
Watch Video | CreditsMedia
Indonesia – Programmatic and Machine Learning
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. As well as campaigns using creative applications of mobile-based intelligent technology. Includes AI, chat-bots, facial recognition, etc.
Gold Winner
McDonald’s and OMD / The Trade Desk for
The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year
Watch Video | CreditsMedia
Indonesia – 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
KitKat and Wunderman Thompson / Nestle Indonesia for
KitKat4Takjil Ramadan
Watch Video | CreditsSilver Winner
Spotify and UM Singapore / Twitter Asia Pacific for
Redefining concert experiences with Spotify on Stage
Watch Video | Credits
Technology
Indonesia – Innovation
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.
Gold Winner
S-26 Procal GOLD and Ogilvy / Nestle Indonesia for
Wyeth S26 AR Book
Watch Video | CreditsSilver Winner
FrieslandCampina - Frisian Flag and ADA Asia / AdColony for
Frisian Flag 123 “Catch to Grow” AR Mobile Campaign
Watch Video | CreditsBronze Winner
McDonald’s and OMD / The Trade Desk for
The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year
Watch Video | CreditsTechnology
Indonesia – Location Based Services or Targeting
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.
Silver Winner
McDonald’s and OMD / The Trade Desk for
The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year
Watch Video | CreditsBronze Winner
Wall’s and Mindshare Indonesia / AdColony for
Wall's Pemilan Mobile Campaign
Watch Video | CreditsTechnology
Indonesia – 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
S-26 Procal GOLD and Mindshare / Nestle Indonesia for
Wyeth S26 AR Book
Watch Video | CreditsBronze Winner
Milo NutriUp and Ogilvy / Nestlé Indonesia for
Milo NutriUp Launch Raih Lebih Game
Watch Video | CreditsWinning From Home
Indonesia – Purposeful Marketing
Campaigns and messaging created to engage in purposeful marketing with the customer thereby contributing to support a larger cause using mobile as a key medium . Demonstrate how the campaign resulted in success in terms of loyalty, top of mind recall or customer sales.
Gold Winner
BRI and Samara Live / emtek digital for
Nusantara Fashion Festival
View Case Study | Credits
Bronze Winner
Lifebuoy Shampoo and Mindshare / Telkomsel for
Connecting People to Spread Kindness with Lifebuoy #KuatkanKebaikan
Watch Video | CreditsWinning From Home
Indonesia – Seamless Consumer Experience
Campaign that enriches digital experiences or enables new methods of connecting with the consumer enabling seamless experience and keeping in mind social distancing norms. Mobile should play a vital role in enhancing consumer experience & engagement.
Gold Winner
Dancow Nutritods and Mindshare / Nestlé Indonesia for
Dancow Nutritods 2020
Watch Video | Credits
Winning From Home
Indonesia – Best Use of Mobile To Drive Sales
Brands that adopted new methods or pivoted to digital as a key sales channel. Campaign can highlight how the brand reengineered their sales strategy & achieved measurable results.
Gold Winner
BRI and Samara Live / emtek digital for
Nusantara Fashion Festival
View Case Study | CreditsSilver Winner
Eicher Motors Limited (Royal Enfield) and Toolbar Digital (DM Pratama Communication) / Royal Enfield In Association with Affle & Toolbar Digital for
Made like a gun, goes like a bullet
Watch Video | CreditsWinning From Home
Indonesia – Home Production
Production of digital and mobile assets which were produced from home versus a professional studio set up and yet delivered compelling results/output and enabled business objectives. Digital Campaigns that leveraged brand ambassadors or mascots can also be considered in the category. Detail the role that mobile had within the campaign strategy in achieving the brand and business goals.
Gold Winner
Nescafé and Publicis / Nestlé Indonesia for
Nescafé - A cup from home
Watch Video | Credits
Creative Awards
Indonesia – 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.
Gold Winner
S-26 Procal GOLD and Mindshare / Nestle Indonesia for
Wyeth S26 AR Book
Watch Video | CreditsSilver Winner
Head & Shoulders and AmbilHati / P&G Indonesia for
#MoveonBro Head & Shoulders
Watch Video | CreditsBronze Winner
Promina and i-dac Indonesia / AdColony for
Promina Homemade ‘Easy-to-Cook for Baby’ Mobile Campaign
Watch Video | CreditsCreative Awards
Indonesia – 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.
Gold Winner
Spotify and UM Singapore / Twitter Asia Pacific for
Redefining concert experiences with Spotify on Stage
Watch Video | CreditsSilver Winner
NIVEA and OMD Indonesia / AdColony for
NIVEA #SentuhanIbu World of Imagination
Watch Video | CreditsBronze Winner
Frisian Flag 123 456 and ADA / Gameloft for Brands for
Play and Learn with Teman 123
Watch Video | CreditsCreative Awards
Indonesia – Best Data Driven Display Creative
Intelligent use of data insights for scaled personalization of creatives to drive campaign and business objectives. Data insights could be based on audiences, context or from offline input (e.g. pollution API)
Silver Winner
Wall’s and Mindshare Indonesia / AdColony for
Wall's Pemilan Mobile Campaign
Watch Video | Credits
2020 Smarties Indonesia Industry Award Winners
Enabling Technology Company of The Year
AdColony
Creative Agency of The Year
Ambilhati
Agency of the Year
Mindshare Indonesia
Brand of the Year
S-26 Procal GOLD
Marketer of the Year
Nestlé Indonesia