• Smarties X
  • North America
  • EMEA
  • APAC
  • Turkey
  • India
  • Vietnam
  • MENA
  • Indonesia

Presenting The Smarties Smarties X 2021 Winners

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Animal Crossing

Smarties X Best In Show

Ally and MediaCom for

Animal Crossing

Credits

Andrea Brimmer, CMO, Ally

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Marketing Objectives Channel

Smarties X – Brand Experience

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

Gold Winner

Animal Crossing
Ally and MediaCom / Anomaly for

Animal Crossing

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Silver Winner

SOS Button
Kotex and Mindshare Russia for

SOS Button

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Bronze Winner

The Unignorable Notification
Duolingo and Jotacom for

The Unignorable Notification

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Marketing Objectives Channel

Smarties X – Brand Activism

Campaigns that use the brands’ platform to promote a cause or social issue to benefit society and give back for the greater good. This can include social, political, economic and/or environmental campaigns addressing a new program or expanding on an existing program.

Gold Winner

The Awareness Keyboard: Detecting Racism One Keyboard at the Time
TIM and HavasPlus for

The Awareness Keyboard: Detecting Racism One Keyboard at the Time

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Silver Winner

Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts for

Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message

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Marketing Objectives Channel

Smarties X – 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)

Silver Winner

UFS' Killer Recipe 2021
Unilever Food Solutions (UFS) and Mindshare China / UNITE China, and Dentsu Mcgarrybowen China for

UFS' Killer Recipe 2021

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Bronze Winner

Safety4All - Love, Like Safety, Does Not Discriminate
Lifebuoy and Mindshare Vietnam / Creative Hunts for

Safety4All - Love, Like Safety, Does Not Discriminate

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Marketing Objectives Channel

Smarties X – 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.).

Gold Winner

Game Over for Headaches
Excedrin by GSK Consumer Healthcare and Weber Shandwick, NY (IPG) / Publicis Media; CAST Production for

Game Over for Headaches

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Silver Winner

Oreo - Stay Playful
Oreo Vietnam and Publicis Vietnam & Indonesia & Spark Foundry Vietnam / Spark Foundry Vietnam for

Oreo - Stay Playful

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Bronze Winner

How to increase online sales with an "Experience Management Platform"!
Tadım and Neodigital / Etcetera for

How to increase online sales with an "Experience Management Platform"!

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Marketing Objectives Channel

Smarties X – 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.

Silver Winner

Safety4All - Love, Like Safety, Does Not Discriminate
Lifebuoy and Mindshare Vietnam / Creative Hunts for

Safety4All - Love, Like Safety, Does Not Discriminate

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Marketing Objectives Channel

Smarties X – 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.

Gold Winner

r/bank
Ally and MediaCom / RGA for

r/bank

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Silver Winner

Safety4All - Love, Like Safety, Does Not Discriminate
Lifebuoy and Mindshare Vietnam / Creative Hunts for

Safety4All - Love, Like Safety, Does Not Discriminate

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Bronze Winner

PEPSI X RAPVIET – THE HIP TO THE HOP LAUNCH
Pepsi Zero Calories and MINDSHARE VIETNAM for

PEPSI X RAPVIET – THE HIP TO THE HOP LAUNCH

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Marketing Objectives Channel

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.

Gold Winner

Undercover Avatar
L'Enfant Bleu and Havas Sports & Entertainment for

Undercover Avatar

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Silver Winner

Every Prayer Starts with a Clean Pair of Hands
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts for

Every Prayer Starts with a Clean Pair of Hands

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Bronze Winner

Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts for

Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message

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Media Channel

Smarties X – Contextual / Native Advertising

Advertising on a website which allows your brand to fit into – and not disrupt – the audience experience. The ads follow the natural form and function of the user experience in which it is placed or is relevant to the page’s content. Includes in-game, in-video, behavioral advertising, or native advertising.

Silver Winner

Hijacking Live Game with Real-Time Prediction
Clear Men and Mindshare Vietnam / E-Sport Vietnam for

Hijacking Live Game with Real-Time Prediction

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Silver Winner

From Battle to Bottle: Clear China's eSports Breakthrough
Clear and Mindshare China / Shanghai Chiyang Culture Media, UNITE China for

From Battle to Bottle: Clear China's eSports Breakthrough

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Media Channel

Smarties X – 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.

Silver Winner

MAGGI – COOK YOUR DIFFERENCE TO SPICE UP TET
MAGGI and OGILVY VIETNAM / ZENITH MEDIA for

MAGGI – COOK YOUR DIFFERENCE TO SPICE UP TET

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Bronze Winner

VinFast VF e34 launching: Vietnam's biggest pre-order campaign of all-time
VinFast and Pencil Group / Hakuhodo / Aurora / Aurora / Pmax / KC / VinFast for

VinFast VF e34 launching: Vietnam's biggest pre-order campaign of all-time

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Media Channel

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.

Silver Winner

How UltraTech leveraged multiple mobile channels to establish itself as a Home Building Companion
UltraTech Cement and Mindshare for

How UltraTech leveraged multiple mobile channels to establish itself as a Home Building Companion

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Media Channel

Smarties X – 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

Animal Crossing
Ally and MediaCom / Anomaly for

Animal Crossing

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Silver Winner

Game Over for Headaches
Excedrin by GSK Consumer Healthcare and Weber Shandwick, NY (IPG) / Publicis Media; CAST Production for

Game Over for Headaches

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Bronze Winner

7-Eleven Slurpee’s In-Game Mobile Strategy Delivers More Than Brainfreeze
7-Eleven / Slurpee Plus Guarana and PHD Media / AdColony and Anzu / AdColony for

7-Eleven Slurpee’s In-Game Mobile Strategy Delivers More Than Brainfreeze

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Media Channel

Smarties X – 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.

Silver Winner

Depositions.com Mobile App
Depositions.com and Starmark for

Depositions.com Mobile App

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Silver Winner

PEPSI ONLINE STORE - CONVERSATIONAL COMMERCE
PEPSI and MINDSHARE VIETNAM / HANA.AI for

PEPSI ONLINE STORE - CONVERSATIONAL COMMERCE

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Media Channel

Smarties X – 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.

Silver Winner

QQ Star Milk x Discovery's Kenyan Safari
QQ Star Milk and Mindshare China / Neo China for

QQ Star Milk x Discovery's Kenyan Safari

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Bronze Winner

Cricbuzz: #AbCricketBuzzega
Cricbuzz and WATConsult for

Cricbuzz: #AbCricketBuzzega

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Bronze Winner

How a brand in a low-involvement category breaks the ‘commodity’ curse by hijacking one of the biggest youth trends in 2020
CHINSU CHILI and DENTSU REDDER / iProspect for

How a brand in a low-involvement category breaks the ‘commodity’ curse by hijacking one of the biggest youth trends in 2020

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Media Channel

Smarties X – Social Messaging / Chat Apps / Text Messaging

Work that uses social messaging apps (e.g. Facebook Messenger, WeChat, Viber) and text messaging (SMS/MMS, RCS) to communicate to a targeted audience to market, inform or help customers.

Gold Winner

SOS Button
Kotex and Mindshare Russia for

SOS Button

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Bronze Winner

Personal Assistant Maxi - WhatsApp Integration
Isbank and Carat / Isbank for

Personal Assistant Maxi - WhatsApp Integration

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Technology Channel

Smarties X – Audio / Sonic Branding

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.

Silver Winner

Castrol: Protect the Protector
Castrol and Mindshare China for

Castrol: Protect the Protector

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Technology Channel

Smarties X – 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.

Gold Winner

Yili x Xiaomi's Smart Vending Machine
Yili and Mindshare China for

Yili x Xiaomi's Smart Vending Machine

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Silver Winner

Nautilus: Lighting Up Guangzhou
Nautilus and Mindshare China for

Nautilus: Lighting Up Guangzhou

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Technology Channel

Smarties X – Digital Out-of-Home (DOOH)

Digital out of home advertising is the integration of offline out-of-home advertising with digital elements. This includes any out-of-home (OOH) display, digital billboard or digital signage that can change its advertising content remotely using addressable electronic, LED, and screen technology but excludes TV advertising and radio advertising. It does not include vinyl or static billboards, bus shelters or other static displays or panels.

Gold Winner

Nautilus: Lighting Up Guangzhou
Nautilus and Mindshare China for

Nautilus: Lighting Up Guangzhou

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Silver Winner

The Unignorable Notification
Duolingo and Jotacom for

The Unignorable Notification

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Technology Channel

Smarties X – 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.

Gold Winner

Undercover Avatar
L'Enfant Bleu and Havas Sports & Entertainment for

Undercover Avatar

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Silver Winner

Pepsi Black’s Virtual Band Experience
Pepsi Black and Mindshare China for

Pepsi Black’s Virtual Band Experience

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Bronze Winner

KFC: The Growth of Colonel KI
KFC and Mindshare China for

KFC: The Growth of Colonel KI

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Technology Channel

Smarties X – 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.

Silver Winner

SOS Button
Kotex and Mindshare Russia for

SOS Button

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Silver Winner

Domex Disinfection Alert System
Domex and Mindshare for

Domex Disinfection Alert System

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Technology Channel

Smarties X – Machine Learning and AI

Campaigns using creative applications of mobile-based intelligent technology. This can include, but not limited to work that uses AI in creative, dynamic content optimization (DCO), conversational marketing, chat-bots, facial recognition, etc.

Gold Winner

DOVE HAIR REWIND WOMEN'S DAY
Dove and T&A Ogilvy Vietnam for

DOVE HAIR REWIND WOMEN'S DAY

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Silver Winner

MOLOCO Dynamic Creative Optimization Achieves 4000% ROAS
GS SHOP and NHN AD / MOLOCO for

MOLOCO Dynamic Creative Optimization Achieves 4000% ROAS

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Bronze Winner

PEPSI ONLINE STORE - CONVERSATIONAL COMMERCE
PEPSI and MINDSHARE VIETNAM / HANA.AI for

PEPSI ONLINE STORE - CONVERSATIONAL COMMERCE

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Technology Channel

Smarties X – User Generated / Influencer Marketing

Content related to a brand created by consumers or influencers and shared through social media to increase brand engagement, sales, create buzz about a product or service, and boost website conversions, etc. Content could be images, videos, text, audio, etc.

Gold Winner

#danceAwesome
Samsung and Starcom / R/GA, Wieden+Kennedy for

#danceAwesome

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Silver Winner

KangShiFu's Chinese New Year Karaoke Reunion
KangShiFu Ice Tea and Mindshare China for

KangShiFu's Chinese New Year Karaoke Reunion

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Bronze Winner

QQ Star Milk x Discovery's Kenyan Safari
QQ Star Milk and Mindshare China / Neo China for

QQ Star Milk x Discovery's Kenyan Safari

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Technology Channel

Smarties X – 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.

Gold Winner

Move what Matters
Uber and MediaCom / Wieden & Kennedy for

Move what Matters

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Technology Channel

Smarties X – 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.

Gold Winner

Dove #CheckYourself
Dove and Mindshare / Mindshare Sweden for

Dove #CheckYourself

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Silver Winner

QQ Star Milk x Discovery's Kenyan Safari
QQ Star Milk and Mindshare China / Neo China for

QQ Star Milk x Discovery's Kenyan Safari

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    Marketing Objectives Channel

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

  • Contextual / Native Advertising
  • Cross Channel Integration
  • Cross Mobile Integration
  • Gaming / Gamification & E-Sports
  • Mobile App (includes mCommerce Solutions)
  • Social Media Marketing
  • Social Messaging / Chat Apps / Text Messaging
  • Technology Channel

  • Audio / Sonic Branding
  • Connected Devices / The Internet of Things
  • Digital Out-of-Home (DOOH)
  • Innovation
  • Location Targeting
  • Machine Learning and AI
  • User Generated / Influencer Marketing
  • Video Advertising
  • XR Technology – (AR/VR/MR)