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Presenting The Smarties APAC 2020 Winners

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‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!

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

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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

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
ViettelPay and Dentsu Redder for

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!

Watch Video | Credits

Silver Winner

OK Flipkart, deliver exceptional results
Google and Flipkart Ads for

OK Flipkart, deliver exceptional results

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Bronze Winner

Dove Deo Dry Serum Mobile Campaign
Dove and Mindshare Philippines / AdColony for

Dove Deo Dry Serum Mobile Campaign

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Marketing 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

ZaloPay Tet 2020
ZaloPay and T&A Ogilvy for

ZaloPay Tet 2020

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Silver Winner

Scratch and Text to Protect Your Life
Softlogic Life and Isobar Sri Lanka, Shift Media Solutions & Shift / Softlogic Life Insurance PLC. for

Scratch and Text to Protect Your Life

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Marketing 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

Pond’s Men x Star Wars Dirt Fader Mobile Campaign
Pond’s and Mindshare Indonesia & Ogilvy Indonesia / AdColony for

Pond’s Men x Star Wars Dirt Fader Mobile Campaign

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Silver Winner

X-Men F1 Special Edition – Shifting F1 Dreams To Another Gear
X-Men and The Purpose Group / Marico SEA for

X-Men F1 Special Edition – Shifting F1 Dreams To Another Gear

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Bronze Winner

Pepsi Ngõ - Embrace The Soul Of North Social Life Culture
Pepsi and Dentsu Redder for

Pepsi Ngõ - Embrace The Soul Of North Social Life Culture

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Bronze Winner

Dancow Nutritods 2020
Dancow Nutritods and Mindshare / Nestlé Indonesia for

Dancow Nutritods 2020

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Marketing 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

OK Flipkart, deliver exceptional results
Google and Flipkart Ads for

OK Flipkart, deliver exceptional results

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Marketing 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.

Gold Winner

DiDi Roast
DiDi and PHD Media for

DiDi Roast

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Silver Winner

With You On The Road Ahead
Castrol and Mindshare / Castrol BP Petco for

With You On The Road Ahead

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Marketing 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

#IAmAlsoIndianPolice
Indian Police Forces and MullenLowe Lintas Group for

#IAmAlsoIndianPolice

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Silver Winner

Gerak Tak Terbatas (Unlimited Moves)
Rexona and RED COMMUNICATION for

Gerak Tak Terbatas (Unlimited Moves)

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Bronze Winner

PEA #SafeInTheRain
Provincial Electricity Authority and Mojito / TikTok for

PEA #SafeInTheRain

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Media

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.

Gold Winner

Love My City
DiDi and PHD Media for

Love My City

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Silver Winner

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
ViettelPay and Dentsu Redder for

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!

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Silver Winner

Bear Brand Bisa Banget
Bear Brand and Mindshare / Nestle Indonesia for

Bear Brand Bisa Banget

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Media

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.

Gold Winner

Berocca - Get Supercharged At 2pm
Berocca and Carnival for

Berocca - Get Supercharged At 2pm

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Silver Winner

X-Men F1 Special Edition – Shifting F1 Dreams To Another Gear
X-Men and The Purpose Group / Marico SEA for

X-Men F1 Special Edition – Shifting F1 Dreams To Another Gear

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Bronze Winner

Google Shopping Answers Made Easy
Google APAC and Toaster for

Google Shopping Answers Made Easy

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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

Live Streaming on Ecommerce Mini Program
Sephora and Mobile Now Group for

Live Streaming on Ecommerce Mini Program

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Silver Winner

Flipkart uses audience Intel to set new benchmarks
Intel and Flipkart Ads for

Flipkart uses audience Intel to set new benchmarks

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Bronze Winner

OK Flipkart, deliver exceptional results
Google and Flipkart Ads for

OK Flipkart, deliver exceptional results

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Media

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

The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year
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

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Silver Winner

UnionBank: Putting the Power of Personal Finance Into Customers' Hands
UnionBank and Appier for

UnionBank: Putting the Power of Personal Finance Into Customers' Hands

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Media

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

GET YOUR HEAD BACK INTO THE GAME
Warrior Energy Drink and TKL Corporation for

GET YOUR HEAD BACK INTO THE GAME

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Silver Winner

dtac Free fire
dtac and OMD / POKKT for

dtac Free fire

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Bronze Winner

Sonic the Hedgehog, Catch Him If You Can
Sonic and Mindshare Philippines / AdColony for

Sonic the Hedgehog, Catch Him If You Can

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Media

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.

Gold Winner

ZaloPay Tet 2020
ZaloPay and T&A Ogilvy for

ZaloPay Tet 2020

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Silver Winner

Redefining concert experiences with Spotify on Stage
Spotify and UM Singapore / Twitter Asia Pacific for

Redefining concert experiences with Spotify on Stage

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Bronze Winner

X-Men F1 Special Edition – Mood Lifting Squad
X-Men and The Purpose Group / Marico South East Asia for

X-Men F1 Special Edition – Mood Lifting Squad

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Technology

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

Unlock Brand Potential : Breaking the Glocalization Wall with Data-driven Creatives
Yale and TenMax Ad Tech Lab for

Unlock Brand Potential : Breaking the Glocalization Wall with Data-driven Creatives

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Technology

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.

Gold Winner

Japan 2019 Rugby World Cup
Mastercard and Carat for

Japan 2019 Rugby World Cup

View Case Study | Credits

Silver Winner

Frisian Flag 123 “Catch to Grow” AR Mobile Campaign
FrieslandCampina - Frisian Flag and ADA Asia / AdColony for

Frisian Flag 123 “Catch to Grow” AR Mobile Campaign

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Technology

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

The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year
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 | Credits

Bronze Winner

Marriott F&B - O2O Measurement
Marriott International and Publicis Media APAC / Adsquare for

Marriott F&B - O2O Measurement

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Technology

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 – EXTEND YOUR TET TABLE, CREATE MORE MEANINGFUL CONNECTIONS THIS TET
Coca-Cola and Dentsu MCGARRYBOWEN for

COCA-COLA – EXTEND YOUR TET TABLE, CREATE MORE MEANINGFUL CONNECTIONS THIS TET

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Silver Winner

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
ViettelPay and Dentsu Redder for

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!

Watch Video | Credits

Bronze Winner

Dove Deo Dry Serum Mobile Campaign
Dove and Mindshare Philippines / AdColony for

Dove Deo Dry Serum Mobile Campaign

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Technology

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 CallMe VDO First Voice Detection Banner
dtac and UM Thailand / POKKT for

dtac CallMe VDO First Voice Detection Banner

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Silver Winner

Biti's Hunter Street - The First #Proudlymadeinvietnam
Biti's Hunter and Dentsu Redder for

Biti's Hunter Street - The First #Proudlymadeinvietnam

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Bronze Winner

A car that sells itself
Tata Altroz and MullenLowe Lintas Group for

A car that sells itself

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Winning 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

FOR THE HUMAN RACE, FOR THE ACT, NOT AD
Coca-Cola and Circus Digital for

FOR THE HUMAN RACE, FOR THE ACT, NOT AD

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Gold Winner

Dettol TikTok #HandWashChallenge
Dettol and Publicis Media Indonesia / TikTok for

Dettol TikTok #HandWashChallenge

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Silver Winner

Biti's Hunter Canvas Of Pride
Biti's Hunter and Dentsu Redder for

Biti's Hunter Canvas Of Pride

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Winning 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.

Gold Winner

Coca-Cola Virtual Foodfest
Coca-Cola and Circus Digital for

Coca-Cola Virtual Foodfest

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Silver Winner

Bank the Way You Live by UnionBank
UnionBank and OMD Philippines / AdColony for

Bank the Way You Live by UnionBank

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Winning 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

Scratch and Text to Protect Your Life
Softlogic Life and Isobar Sri Lanka, Shift Media Solutions & Shift / Softlogic Life Insurance PLC. for

Scratch and Text to Protect Your Life

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Bronze Winner

Center Fresh-Stay Fresh Behind the Mask
Perfetti Van Melle India (Center fresh) and Creativeland Asia / Perfetti Van Melle India (Center Fresh) for

Center Fresh-Stay Fresh Behind the Mask

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Winning 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

VW Deep Fake
Volkswagen Group Import Company Limited and PHD Media for

VW Deep Fake

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Winning 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 - A cup from home
Nescafé and Publicis / Nestlé Indonesia for

Nescafé - A cup from home

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Silver Winner

The Reconnecting Track
IM3 Ooredoo and Mata Angin for

The Reconnecting Track

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Bronze Winner

Center Fresh-Stay Fresh Behind the Mask
Perfetti Van Melle India (Center fresh) and Creativeland Asia / Perfetti Van Melle India (Center Fresh) for

Center Fresh-Stay Fresh Behind the Mask

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Creative 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

Wyeth S26 AR Book
S-26 Procal GOLD and Mindshare / Nestle Indonesia for

Wyeth S26 AR Book

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Creative 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 CallMe VDO First Voice Detection Banner
dtac and UM Thailand / POKKT for

dtac CallMe VDO First Voice Detection Banner

Watch Video | Credits

Silver Winner

Redefining concert experiences with Spotify on Stage
Spotify and UM Singapore / Twitter Asia Pacific for

Redefining concert experiences with Spotify on Stage

Watch Video | Credits
Creative 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)

Gold Winner

Toc Tien AI Influencer
Clear and T&A Ogilvy for

Toc Tien AI Influencer

View Case Study | Credits

Silver Winner

Wall's Pemilan Mobile Campaign
Wall’s and Mindshare Indonesia / AdColony for

Wall's Pemilan Mobile Campaign

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Bronze Winner

Unilever Leverages First-Party Data to Drive Insights and Personalization at Scale
Breeze and Mindshare Philippines / InMobi for

Unilever Leverages First-Party Data to Drive Insights and Personalization at Scale

View Case Study | Credits

2020 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

    Marketing Objective

  • Brand Awareness
  • Lead Generation / Direct Response / Conversions
  • Product / Services Launch
  • Promotion
  • Relationship Building / CRM
  • Social Impact / Not for Profit
  • Media

  • Cross Media
  • Cross Mobile Integration
  • Mobile App Advertising
  • Programmatic and Machine Learning
  • Mobile Gaming, Gamification & E-Sports
  • Mobile Social
  • Technology

  • Banners & Rich Media Advertising
  • Innovation
  • Location Based Services or Targeting
  • Mobile Video
  • Mobile Audio / Voice
  • Winning From Home

  • Purposeful Marketing
  • Seamless Consumer Experience
  • Best Use of Mobile To Drive Sales
  • Innovation & Creativity
  • Home Production
  • Creative Awards

  • Best Brand Experience in Mobile Rich Media
  • Most Engaging Mobile Creative
  • Best Data Driven Display Creative
  • Industry Awards

  • Marketer of the Year
  • Creative Agency of the Year
  • Agency of the Year
  • Brand of the Year
  • Technology Enabler Company of the Year
  • Publisher of The Year