Presenting The Smarties APAC 2020 Winners
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APAC Best In Show
ViettelPay and Dentsu Redder for
‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
Credits
THANH PHAN, MANAGER BRANDED CONTENT INTEGRATION, DENTSU REDDER
MAI LE, CREATIVE DIRECTOR, DENTSU REDDER
THUY NGUYEN, SENIOR EXECUTIVE, DENTSU REDDER
Marketing Objective
APAC – 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
ViettelPay and Dentsu Redder for
‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
Watch Video | CreditsSilver Winner
Google and Flipkart Ads for
OK Flipkart, deliver exceptional results
Watch Video | CreditsBronze Winner
Dove and Mindshare Philippines / AdColony for
Dove Deo Dry Serum Mobile Campaign
Watch Video | CreditsMarketing Objective
APAC – 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.
Silver Winner
Softlogic Life and Isobar Sri Lanka, Shift Media Solutions & Shift / Softlogic Life Insurance PLC. for
Scratch and Text to Protect Your Life
Watch Video | CreditsMarketing Objective
APAC – 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.
Silver Winner
X-Men and The Purpose Group / Marico SEA for
X-Men F1 Special Edition – Shifting F1 Dreams To Another Gear
Watch Video | CreditsSilver Winner
Pond’s and Mindshare Indonesia & Ogilvy Indonesia / AdColony for
Pond’s Men x Star Wars Dirt Fader Mobile Campaign
Watch Video | CreditsBronze Winner
Pepsi and Dentsu Redder for
Pepsi Ngõ - Embrace The Soul Of North Social Life Culture
Watch Video | CreditsBronze Winner
Dancow Nutritods and Mindshare / Nestlé Indonesia for
Dancow Nutritods 2020
Watch Video | CreditsMarketing Objective
APAC – 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.
Silver Winner
Google and Flipkart Ads for
OK Flipkart, deliver exceptional results
Watch Video | CreditsMarketing Objective
APAC – Relationship Building / CRM
Campaigns that build and manage customer relationships. Demonstrate how the campaign has increased customer loyalty and/or led to customer retention.
Silver Winner
Castrol and Mindshare / Castrol BP Petco for
With You On The Road Ahead
Watch Video | CreditsMarketing Objective
APAC – 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
Indian Police Forces and MullenLowe Lintas Group for
#IAmAlsoIndianPolice
Watch Video | CreditsSilver Winner
Rexona and RED COMMUNICATION for
Gerak Tak Terbatas (Unlimited Moves)
Watch Video | CreditsBronze Winner
Provincial Electricity Authority and Mojito / TikTok for
PEA #SafeInTheRain
Watch Video | CreditsMedia
APAC – 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.
Silver Winner
ViettelPay and Dentsu Redder for
‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
Watch Video | CreditsSilver Winner
Bear Brand and Mindshare / Nestle Indonesia for
Bear Brand Bisa Banget
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.
Silver Winner
X-Men and The Purpose Group / Marico SEA for
X-Men F1 Special Edition – Shifting F1 Dreams To Another Gear
Watch Video | Credits
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.
Gold Winner
Sephora and Mobile Now Group for
Live Streaming on Ecommerce Mini Program
Watch Video | CreditsSilver Winner
Intel and Flipkart Ads for
Flipkart uses audience Intel to set new benchmarks
Watch Video | CreditsBronze Winner
Google and Flipkart Ads for
OK Flipkart, deliver exceptional results
Watch Video | CreditsMedia
APAC – 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 | CreditsSilver Winner
UnionBank and Appier for
UnionBank: Putting the Power of Personal Finance Into Customers' Hands
Watch Video | CreditsMedia
APAC – 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
Warrior Energy Drink and TKL Corporation for
GET YOUR HEAD BACK INTO THE GAME
Watch Video | Credits
Bronze Winner
Sonic and Mindshare Philippines / AdColony for
Sonic the Hedgehog, Catch Him If You Can
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
Spotify and UM Singapore / Twitter Asia Pacific for
Redefining concert experiences with Spotify on Stage
Watch Video | CreditsBronze Winner
X-Men and The Purpose Group / Marico South East Asia for
X-Men F1 Special Edition – Mood Lifting Squad
Watch Video | CreditsTechnology
APAC – Banners & Rich Media Advertising
Driving business goals while being respectful of user experience. Campaigns using mobile platforms and/or devices which encourage customer interaction and engagement and drive strong business ROI. The campaigns also actively seek to be respectful of user experience from the ad choices made.
Silver Winner
Yale and TenMax Ad Tech Lab for
Unlock Brand Potential : Breaking the Glocalization Wall with Data-driven Creatives
Watch Video | CreditsTechnology
APAC – 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.
Silver Winner
FrieslandCampina - Frisian Flag and ADA Asia / AdColony for
Frisian Flag 123 “Catch to Grow” AR Mobile Campaign
Watch Video | CreditsTechnology
APAC – 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
Marriott International and Publicis Media APAC / Adsquare for
Marriott F&B - O2O Measurement
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!
Gold Winner
Coca-Cola and Dentsu MCGARRYBOWEN for
COCA-COLA – EXTEND YOUR TET TABLE, CREATE MORE MEANINGFUL CONNECTIONS THIS TET
Watch Video | CreditsSilver Winner
ViettelPay and Dentsu Redder for
‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
Watch Video | CreditsBronze Winner
Dove and Mindshare Philippines / AdColony for
Dove Deo Dry Serum Mobile Campaign
Watch Video | CreditsTechnology
APAC – Mobile Audio / Voice
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
dtac and UM Thailand / POKKT for
dtac CallMe VDO First Voice Detection Banner
Watch Video | CreditsSilver Winner
Biti's Hunter and Dentsu Redder for
Biti's Hunter Street - The First #Proudlymadeinvietnam
Watch Video | CreditsBronze Winner
Tata Altroz and MullenLowe Lintas Group for
A car that sells itself
Watch Video | CreditsWinning From Home
APAC – 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
Dettol and Publicis Media Indonesia / TikTok for
Dettol TikTok #HandWashChallenge
Watch Video | CreditsGold Winner
Coca-Cola and Circus Digital for
FOR THE HUMAN RACE, FOR THE ACT, NOT AD
Watch Video | CreditsSilver Winner
Biti's Hunter and Dentsu Redder for
Biti's Hunter Canvas Of Pride
Watch Video | CreditsWinning From Home
APAC – 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.
Silver Winner
UnionBank and OMD Philippines / AdColony for
Bank the Way You Live by UnionBank
Watch Video | CreditsWinning From Home
APAC – 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.
Silver Winner
Softlogic Life and Isobar Sri Lanka, Shift Media Solutions & Shift / Softlogic Life Insurance PLC. for
Scratch and Text to Protect Your Life
Watch Video | CreditsBronze Winner
Perfetti Van Melle India (Center fresh) and Creativeland Asia / Perfetti Van Melle India (Center Fresh) for
Center Fresh-Stay Fresh Behind the Mask
Watch Video | CreditsWinning From Home
APAC – Innovation & Creativity
Campaigns that enabled innovation and creativity primarily leveraging digital media. These campaigns, in turn, delivered significant impact to the current business and enabled significant shifts to content investments in digital as a part of marketing efforts. Showcase how the campaign revolved around innovation & creativity and delivered set KPIs. Mobile to act as a key device for creativity.
Gold Winner
Volkswagen Group Import Company Limited and PHD Media for
VW Deep Fake
Watch Video | CreditsWinning From Home
APAC – 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
Bronze Winner
Perfetti Van Melle India (Center fresh) and Creativeland Asia / Perfetti Van Melle India (Center Fresh) for
Center Fresh-Stay Fresh Behind the Mask
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
S-26 Procal GOLD and Mindshare / Nestle Indonesia for
Wyeth S26 AR Book
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.
Gold Winner
dtac and UM Thailand / POKKT for
dtac CallMe VDO First Voice Detection Banner
Watch Video | CreditsSilver Winner
Spotify and UM Singapore / Twitter Asia Pacific for
Redefining concert experiences with Spotify on Stage
Watch Video | CreditsCreative Awards
APAC – 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 | CreditsBronze Winner
Breeze and Mindshare Philippines / InMobi for
Unilever Leverages First-Party Data to Drive Insights and Personalization at Scale
View Case Study | Credits2020 Smarties APAC Industry Award Winners
Marketer of the Year
The Coca-Cola Company
Creative Agency
of The Year
Dentsu Redder
Agency of the Year
PHD Media China
Brand of the Year
Coca-Cola
Technology Enabler
Company of The Year
AdColony
Publisher of The Year
TikTok