• Smarties X
  • North America
  • EMEA
  • APAC
  • Turkey
  • Vietnam
  • Indonesia
Marketing Objectives Channel

APAC – Brand Awareness / Experience

Campaign created for brand growth, development, and enrichment. Includes establishing brand recognition, meaningful relationships, memorable engaging experiences, and unique connections.

REDOXON - TURN YOUR GUILTY PLEASURE INTO HEALTHY PLEASURE
Vote for this:
Bayer / Redoxon and Carnival / Mediacom
L'Oréal Paris - Chính Nữ Campaign - Brand Awareness
Vote for this:
L'Oréal Paris and TBWA\ Group Vietnam / Starcom
“Anti-Virus Mobility” by Panasonic, HAKUHODO, Grab
Vote for this:
Panasonic nanoeX and HAKUHODO / Grab
Bear Brand Fortified RTD Tibay Resistensya Mobile Campaign
Vote for this:
Bear Brand Fortified RTD and Openmind Philippines / AdColony
Be Kind to Your Mind
Vote for this:
Google Search and Toaster / Essence
McDonald's x Spotify: The Magical Symphony of McFlurry Color Surprise
Vote for this:
McDonald's and Omnicom Media Group / Leo Burnett and Arcade / Spotify Indonesia
Love Worry-free With Durex Jeans
Vote for this:
Durex and Dentsu McGarryBowen
Sale 0%
Vote for this:
Cho Tot and Cho Tot - Brand Team / Cho Tot
Marketing Objectives Channel

APAC – Consumer Promotions

Campaign ranging from contests and coupons to special offers, sweepstakes, and POS/Merchandising to support the sales and marketing of a product or service. Includes demos, coupons, rebates, exhibitions/trade shows, and games. Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers)

Burger King hijacks BTS X McD Collaboration!
Vote for this:
Burger King Indonesia and Mediacom Indonesia
UFS' Killer Recipe 2021
Vote for this:
Unilever Food Solutions (UFS) and Mindshare China / UNITE China, and Dentsu Mcgarrybowen China
GrabAds x McDonald's Indonesia
Vote for this:
McDonald's and OMD Indonesia / Omnicom Media Group / Grab
Tet Combo campaign
Vote for this:
Viettel Telecom and Viettel Telecom
Every Prayer Starts with a Clean Pair of Hands
Vote for this:
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts
Mobile Augmented Reality Dials Up Brand Love for Coca-Cola
Vote for this:
Coca-Cola and Starcom Indonesia / AdColony
Marketing Objectives Channel

APAC – Data/Insights

Use of customer data, analytics, and technology, that play an integral role in the development and execution of a campaign to 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 (targeting, engaging, customer loyalty, retention, etc.).

Clear Headsmart: Easing Soccer Fans' Anxiety with AI
Vote for this:
Unilever / Clear Hair and Mindshare Indonesia / Football.co
An Everest Adventure with AI
Vote for this:
Ford Everest and Mindshare Vietnam
Boost Stamina Meter - A new currency in town!
Vote for this:
Hindustan Unilever Limited / Boost and Mindshare India / Disney+ Hotstar
Gillette Razor - Your Honor of King Equipment
Vote for this:
Procter & Gamble / Gillette and i2mago / Procter & Gamble
LIVE THE RANGER LIFE: Data beats COVID
Vote for this:
Ford Ranger and Mindshare Vietnam
Marketing Objectives Channel

APAC – Lead Generation

Campaigns that generated prospects and leads resulting in increased sales, conversions, trial, purchase intent or loyalty and retention. This can also include relationship building and CRM campaigns.

UFS' Killer Recipe 2021
Vote for this:
Unilever Food Solutions (UFS) and Mindshare China / UNITE China, and Dentsu Mcgarrybowen China
The Baby Dove #RealMomsVillage Chatbot: A Data-Driven Campaign Recognizing Moms' Needs
Vote for this:
Baby Dove and Mindshare Philippines
Accelerate Vietnam Digital 4.0
Vote for this:
Google and RSVP JSC.
Driving Sales for Frisian Flag 123/456 during Pandemic
Vote for this:
Frisian Flag 123, 456 and ADA
U-Win: Connecting with consumers through unique value exchange
Vote for this:
Unilever and Mindshare Philippines / InMobi
The First BCA Expoversary Online 2021
Vote for this:
BCA and ADA
Gillette Razor - Your Honor of King Equipment
Vote for this:
Procter & Gamble / Gillette and i2mago / Procter & Gamble
Marketing Objectives Channel

APAC – Product / Service Launch

Work that launched or re-launched a product or service to address the unaddressed needs of customers, remain competitive and achieved growth and measurable success. Be specific as to what made this launch effective. Ex: product/service innovation, change in packaging, design, technology, operation change, etc.

REDOXON - TURN YOUR GUILTY PLEASURE INTO HEALTHY PLEASURE
Vote for this:
Bayer / Redoxon and Carnival / Mediacom
THE MYSTERIOUS ADVENTURE TO SAVE THE MOON
Vote for this:
THE COFFEE HOUSE and THE PURPOSE GROUP / CHILDREN OF, LUCIDigital, MOVING PIXELS STUDIO
Mấy bé lì - The journey to inspire GenZ
Vote for this:
Maybelline New York and Circus Digital/ Tiktok/ Starcom / Circus Digital
Google My Business for Economic Recover
Vote for this:
Google My Business and RSVP JSC.
Safety4All - Love, Like Safety, Does Not Discriminate
Vote for this:
Lifebuoy and Mindshare Vietnam / Creative Hunts
Comfort Vietnam Tet Campaign
Vote for this:
Comfort and T&A Ogilvy
Marketing Objectives Channel

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.

QQ Star Milk x Discovery's Kenyan Safari
Vote for this:
QQ Star Milk and Mindshare China / Neo China
How Vietnam Contained Covid-19
Vote for this:
Unilever / Lifebuoy and Mindshare Vietnam / Biz Eyes, Creative Hunts
Sunyi Bersuara-Voice of the silent Campaign by BurgerKing
Vote for this:
Burger King and Mediacom
GIẢI "BƯỚC CHẠY VÌ MỘT VIỆT NAM VƯỢT TRỘI"/THE GREATER RACE
Vote for this:
TECHCOMBANK and CLICKMEDIA
Kien Cuong Vietnam
Vote for this:
RSVP JSC. and RSVP JSC.
Be Kind to Your Mind
Vote for this:
Google Search and Toaster / Essence
Media Channel

APAC – Cross Channel Integration

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.

QQ Star Milk x Discovery's Kenyan Safari
Vote for this:
QQ Star Milk and Mindshare China / Neo China
LEGO CITY TRYVERTISING APAC
Vote for this:
LEGO CITY and Initiative X Gameloft for Brands / Gameloft
L'Oréal Paris - Chính Nữ Campaign - Cross Channel Integration
Vote for this:
L'Oréal Paris and TBWA\ Group Vietnam / Starcom
Lux #Unstoppable China - Brand Purpose Campaign
Vote for this:
Unilever / Lux and Mindshare APAC / Wunderman Thompson
Making India More Generous - One Thank You At A Time
Vote for this:
Cadbury Dairy Milk and Wavemaker India / Ogilvy India
How UltraTech leveraged multiple channels to establish itself as a Home Building Companion
Vote for this:
UltraTech Cement and Mindshare India
Dove #StopTheBeautyTest
Vote for this:
Hindustan Unilever Limited / Dove and Mindshare India
Media Channel

APAC – 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.

Vo Lam Truyen Ky 1 Mobile Conquering the Mobile World
Vote for this:
Vo Lam Truyen Ky 1 Mobile and Innity Vietnam
Lux #Unstoppable China - Brand Purpose Campaign
Vote for this:
Unilever / Lux and Mindshare APAC / Wunderman Thompson
L'Oréal Paris #StandUp against street harassment
Vote for this:
L'Oréal Indonesia and Wavemaker Indonesia / M&C Saatchi, InMobi
X-Men for Boss – True Boss Awakes
Vote for this:
X-MEN FOR BOSS and MARICO SOUTH EAST ASIA
How UltraTech leveraged multiple mobile channels to establish itself as a Home Building Companion
Vote for this:
UltraTech Cement and Mindshare India
Garnier #GreenBeauty
Vote for this:
Garnier and PT. L'OREAL INDONESIA / M&C SAATCHI / WAVEMAKER
Media Channel

APAC – 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.

From Battle to Bottle: Clear China's eSports Breakthrough
Vote for this:
Clear and Mindshare China / Shanghai Chiyang Culture Media, UNITE China
KFC: The Growth of Colonel KI
Vote for this:
KFC and Mindshare China
Pepsi Black’s Virtual Band Experience
Vote for this:
Pepsi Black and Mindshare China
LEGO CITY TRYVERTISING APAC
Vote for this:
LEGO CITY and Initiative X Gameloft for Brands / Gameloft
Hijacking Live Game with Real-Time Prediction
Vote for this:
Clear Men and Mindshare Vietnam / E-Sport Vietnam
Media Channel

APAC – Mobile App (includes mCommerce Solutions)

Any application that provides information, entertainment, utility, or commerce for the customer. The mobile app can be part of a broader marketing strategy or a stand-alone brand experience. Category also includes in-app purchasing, mobile banking apps, mobile commerce apps, loyalty apps, etc.

“Anti-Virus Mobility” by Panasonic, HAKUHODO, Grab
Vote for this:
Panasonic nanoeX and HAKUHODO / Grab
KFC - Delivering Happiness
Vote for this:
KFC and UM / KFC In Association With Affle's MAAS Platform & UM
Talking Man-to-Man: A Passion to Sales Story
Vote for this:
Clear Men and Mindshare Vietnam
GrabAds x McDonald's Indonesia
Vote for this:
McDonald's and OMD Indonesia / Omnicom Media Group / Grab
Be The Star: First Ever Online Celebrity Search with Eskinol Naturals
Vote for this:
Eskinol and Mindshare Philippines / ABS-CBN Corporation
Media Channel

APAC – Social Media Marketing

Creative social activity which uses social platforms to impact business objectives and/or to enhance relationships with a brand, community, or consumer. Includes social trends (emojis, memes, hashtags, GIF’s etc.) to leverage brand communication with an audience or community.

BITI'S HUNTER STREET HANOI LAUNCH - HOW BITI'S HUNTER INTRODUCED A NEW PERSPECTIVE TO HANOI'S OVER-EXPLOITED PRIDE
Vote for this:
BITI'S HUNTER and DENTSU REDDER / CARAT
GIẢI "BƯỚC CHẠY VÌ MỘT VIỆT NAM VƯỢT TRỘI"/THE GREATER RACE
Vote for this:
TECHCOMBANK and CLICKMEDIA
MAGGI – COOK YOUR DIFFERENCE TO SPICE UP TET
Vote for this:
MAGGI and OGILVY VIETNAM / ZENITH MEDIA
Every Prayer Starts with a Clean Pair of Hands
Vote for this:
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts
Make everyday & everywhere epic
Vote for this:
Samsung and Starcom Taiwan / Digitas
SUKI TO SOUK-E
Vote for this:
Swift Foods Philippines and NuWorks Interactive Labs, Inc.
Technology Channel

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.

Beautifully Smart
Vote for this:
Samsung Family Hub and Toaster / Starcom
Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message
Vote for this:
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts
Clear Shampoo - Thermal Scan For Hidden Bacteria
Vote for this:
Clear Shampoo and Mindshare Thailand & POKKT
Love Beauty and Planet Vietnam Women's Day campaign
Vote for this:
Love Beauty and Planet and T&A Ogilvy Vietnam
LIVE THE RANGER LIFE: Data beats COVID
Vote for this:
Ford Ranger and Mindshare Vietnam
Tokopedia - Democratize commerce through technology
Vote for this:
Tokopedia and N/A / Tokopedia In Association With Affle's RevX Programmatic Platform
Media Channel

APAC – Best use of Branded Content

This is a category that awards the best usage of branded content within original web series or programs with mobile at the heart, delivering measurable success or creating an impact.

PEPSI X RAPVIET – THE HIP TO THE HOP LAUNCH
Vote for this:
Pepsi Zero Calories and MINDSHARE VIETNAM
HOW HEAD & SHOULDERS TURNED BRAND'S BIGGEST DISADVANTAGE INTO ADVANTAGE - MAKING THEMSELVES A NATIONAL SWEETHEART
Vote for this:
HEAD & SHOULDERS and DENTSU REDDER / MEDIACOM
Closeup Whitening Launching
Vote for this:
Closeup and T&A Ogilvy / Mind Share
BITI'S HUNTER STREET HANOI LAUNCH - HOW BITI'S HUNTER INTRODUCED A NEW PERSPECTIVE TO HANOI'S OVER-EXPLOITED PRIDE
Vote for this:
BITI'S HUNTER and DENTSU REDDER / CARAT
Baat Ghar Ki - The Wikipedia of home building
Vote for this:
UltraTech Cement and Mindshare India
Boost Stamina Meter - A new currency in town!
Vote for this:
Hindustan Unilever Limited / Boost and Mindshare India / Disney+ Hotstar
Technology Channel

APAC – Mobile Audio / Voice

Campaigns that used voice recognition technology, audio identities, or other audio advertising to create consumer demand and engagement, enhance the consumer experience, or reinforce your brand identity. Includes audio logos, audio branding, voice assistant devices, such as Alexa, Google Home, and audio platforms Pandora, Spotify, YouTube, etc.

McDonald’s Hershey’s Campaign
Vote for this:
McDonald's and OMD / DDB / Spotify Singapore
KangShiFu's Chinese New Year Karaoke Reunion
Vote for this:
KangShiFu Ice Tea and Mindshare China
Samsung Awesome music playlist
Vote for this:
Samsung Galaxy Awesome and Starcom Indonesia / Spotify Indonesia
Kia Sonet Revs up with Interactive Voice Ads
Vote for this:
Kia India and Innocean Worldwide / InMobi
Ok Google, Eat a 5 Star
Vote for this:
Cadbury 5 Star and Wavemaker India / Ogilvy India
Technology Channel

APAC – Connected Devices / The Internet of Things

Any technology, device or wearable that sends and receives data via mobile-driven internet to engage customers or enhance the experience. Includes hardware, software, wearables, smart watches, digital health products, smart TV’s, appliances, etc. Products can be in the market, exist as a prototype or in an incubator stage.

Yili x Xiaomi's Smart Vending Machine
Vote for this:
Yili and Mindshare China
Nautilus: Lighting Up Guangzhou
Vote for this:
Nautilus and Mindshare China
Discovery+, Connecting the disconnected worlds of TV & Mobile
Vote for this:
Discovery+ and Merkle Sokrati / Discovery+, in Association with Affle's mediasmart's platform and Merkle Sokrati
Technology Channel

APAC – Innovation

Innovative and transformative ideas, devices, methods, or unique marketing concept that push the boundaries of modern marketing, resulting in significant business impact for a brand. Includes new or groundbreaking techniques or an unconventional/creative use of existing technology.

Matchmaker
Vote for this:
Netflix India and Wavemaker India
Hijacking Live Game with Real-Time Prediction
Vote for this:
Clear Men and Mindshare Vietnam / E-Sport Vietnam
Bliblimart m-Select Campaign Takes Grocery Shopping from Bricks to Clicks
Vote for this:
Bliblimart and Wavemaker Indonesia / AdColony
dtac - Blink For Your Reward
Vote for this:
DTAC and POKKT / UM Thailand
Google Developer Summit China
Vote for this:
Google and Essence China / GroupM China
Boost Stamina Meter - A new currency in town!
Vote for this:
Hindustan Unilever Limited / Boost and Mindshare India / Disney+ Hotstar
Technology Channel

APAC – Location Targeting

Use of GPS, geolocation and/or proximity technologies to connect to customers with the most relevant message when and where they are most likely to act. This category can include one-off executions or longer-term campaigns but must include specifics on impact against your marketing goals.

Not Just A Cadbury Ad
Vote for this:
Cadbury Celebrations and Wavemaker India / Ogilvy India
Talking Man-to-Man: A Passion to Sales Story
Vote for this:
Clear Men and Mindshare Vietnam
Discount Around You
Vote for this:
Whoo and Digitas / Starcom
Swiggy - Delivering happiness at your doorstep!
Vote for this:
Swiggy and N/A / Affle's RevX Programmatic Platform
GrabAds x McDonald's Indonesia
Vote for this:
McDonald's and OMD Indonesia / Omnicom Media Group / Grab
Asian Paints Royale Teflon gives homes a fresh coat of happiness
Vote for this:
Asian Paints Royale Teflon and Madison communications ltd / InMobi
Technology Channel

APAC – Video Advertising

Campaigns demonstrating how video advertising was used to create consumer demand and engagement or provide an immersive experience for the viewer. Includes 360° video, shoppable video, personalized video, etc.

Rap vs Cairojess - Cho Tot Room For Rent
Vote for this:
Cho Tot and Cho Tot Brand Team / Cho Tot
HOW HEAD & SHOULDERS TURNED BRAND'S BIGGEST DISADVANTAGE INTO ADVANTAGE - MAKING THEMSELVES A NATIONAL SWEETHEART
Vote for this:
HEAD & SHOULDERS and DENTSU REDDER / MEDIACOM
How a brand in a low-involvement category breaks the ‘commodity’ curse by hijacking one of the biggest youth trends in 2020
Vote for this:
CHINSU CHILI and DENTSU REDDER / iProspect
Antibio Pro - Claymation Superheroes
Vote for this:
Antibio Pro and Carnival / Mediacom
Not Just A Cadbury Ad
Vote for this:
Cadbury Celebrations and Wavemaker India / Ogilvy India
The Fun Way Gamification Boosted Piattos’ Brand Engagement
Vote for this:
Piattos and Spark Foundry Philippines / Seven AD Philippines / AdColony
Technology Channel

APAC – XR Technology – (AR/VR/MR)

Work that uses technology to enhance the visual experience of a brand, product, service, or message. Includes augmented reality, virtual reality, and mixed reality. Can be a stand-alone experience, or an extended reality which combines all three technologies.

QQ Star Milk x Discovery's Kenyan Safari
Vote for this:
QQ Star Milk and Mindshare China / Neo China
Heineken Sleek Music In A Can
Vote for this:
Heineken and Leo Burnett Vietnam / Digitas, MSL, Prodigious, Metub, Galaxy Communications
Mirinda Root Beer #เกินต้านChallenge
Vote for this:
Mirinda and Mindshare Thailand / Wunderman Thompson / TikTok
ONEPLUS DIWALI BALCONY CAMPAIGN
Vote for this:
One Plus and Tyroo Technologies / Snapchat
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.

LEGO CITY TRYVERTISING APAC
Vote for this:
LEGO CITY and Initiative X Gameloft for Brands / Gameloft
Where is Home?
Vote for this:
Prudential Cambodia and Studio 10 Vietnam
dtac - Blink For Your Reward
Vote for this:
DTAC and POKKT / UM Thailand
An Everest Adventure with AI
Vote for this:
Ford Everest and Mindshare Vietnam
Love Beauty and Planet Vietnam Women's Day campaign
Vote for this:
Love Beauty and Planet and T&A Ogilvy Vietnam
The Fun Way Gamification Boosted Piattos’ Brand Engagement
Vote for this:
Piattos and Spark Foundry Philippines / Seven AD Philippines / AdColony
Bliblimart m-Select Campaign Takes Grocery Shopping from Bricks to Clicks
Vote for this:
Bliblimart and Wavemaker Indonesia / AdColony
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.

Mobile Augmented Reality Dials Up Brand Love for Coca-Cola
Vote for this:
Coca-Cola and Starcom Indonesia / AdColony
Sprite: Din Bhaari, Life Jaari
Vote for this:
The Coca-Cola Company / Sprite and Interactive Avenues, IPG MediaBrands / InMobi
Where is Home?
Vote for this:
Prudential Cambodia and Studio 10 Vietnam
An Everest Adventure with AI
Vote for this:
Ford Everest and Mindshare Vietnam
Whisper - Keep Girls In School
Vote for this:
Whisper and NA / Flipkart Ads
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)

Oreo Interests Hack
Vote for this:
Oreo and Leo Burnett Indonesia / Spark Foundry
Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message
Vote for this:
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts
Beautifully Smart
Vote for this:
Samsung Family Hub and Toaster / Starcom
Digital Transformation: The Godrej Way
Vote for this:
GCPL and InMobi
Domex Disinfection Alert System
Vote for this:
Hindustan Unilever Limited /Domex and Mindshare India

    Marketing Objectives Channel

  • Brand Awareness / Experience
  • Consumer Promotions
  • Data/Insights
  • Lead Generation
  • Product / Service Launch
  • Social Impact / Not-For-Profit

    • Media Channel

  • Cross Channel Integration
  • Cross Mobile Integration
  • Gaming / Gamification & E-Sports
  • Mobile App (includes mCommerce Solutions)
  • Social Media Marketing
  • Best use of Branded Content

    • Technology Channel

  • Programmatic and Machine Learning
  • Mobile Audio / Voice
  • Connected Devices / The Internet of Things
  • Innovation
  • Location Targeting
  • Video Advertising
  • XR Technology – (AR/VR/MR)

    • Creative Awards

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