Presenting The Smarties Indonesia 2021 Winners
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Indonesia Best In Show
Tokopedia and Tokopedia In Association With Affle's RevX Programmatic Platform for
Tokopedia - Democratize commerce through technology
Credits
Michelle N. Aditjokro, Senior Internet Marketing Specialist, Tokopedia
Wong Yiwen, Senior Account Manager, APAC, Affle's RevX Platform
Rohit C M, Marketing Manager, Affle's RevX Platform
Marketing Objectives Channel
Indonesia – Brand Awareness / Experience
Campaign created for brand growth, development, and enrichment. Includes establishing brand recognition, meaningful relationships, memorable engaging experiences, and unique connections.
Silver Winner
Wardah and Dentsu Indonesia for
Wardah Colorfit Ultra Light - Colors that fly me to Korea
View Case Study | CreditsMarketing Objectives Channel
Indonesia – 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)
Gold Winner
Le Minerale and Gojek for
Gojek & Le Minerale: Owning Ramadan Moments During The Pandemic
Watch Video | Credits
Bronze Winner
NESCAFE and PUBLICIS GROUPE INDONESIA / Mindshare / Nestlé for
Next Dalgona Hunt
Watch Video | CreditsMarketing Objectives Channel
Indonesia – 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.
Gold Winner
Tokopedia and Tokopedia In Association With Affle's RevX Programmatic Platform for
Tokopedia - Democratize commerce through technology
Watch Video | CreditsSilver Winner
Bliblimart and Wavemaker Indonesia / AdColony for
Bliblimart m-Select Campaign Takes Grocery Shopping from Bricks to Clicks
Watch Video | Credits
Marketing Objectives Channel
Indonesia – 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
McDonald's Indonesia and OMD / OMD INDONESIA for
McDonald’s Mini Cuts Spicy Chicken Dance to Beat the Challenges
Watch Video | CreditsSilver Winner
McDonald's and OMD Indonesia / Omnicom Media Group / Grab for
GrabAds x McDonald's Indonesia
Watch Video | CreditsBronze Winner
Walls Heartbrand: Kopi Negeri and Mindshare for
Filosofi Kopi Negeri
Watch Video | CreditsMarketing Objectives Channel
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.
Silver Winner
L'OREAL PARIS and M&C SAATCHI, WAVEMAKER, INMOBI / WAVEMAKER for
L'OREAL PARIS STAND UP AGAINST STREET HARASSMENT
Watch Video | CreditsBronze Winner
GARNIER and M&C SAATCHI, WAVEMAKER / WAVEMAKER for
Garnier #GreenBeauty
Watch Video | CreditsMarketing Objectives Channel
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
Nyala by OCBC NISP and TikTok for
How OCBC NISP promoted financial responsibility through small changes with Nyala's #SAVE20 campaign on TikTok
Watch Video | CreditsSilver Winner
Burger King Indonesia and Mediacom Indonesia for
BK wants you to order from McD
View Case Study | CreditsBronze Winner
GARNIER and M&C SAATCHI, WAVEMAKER / WAVEMAKER for
Garnier #GreenBeauty
Watch Video | CreditsMedia Channel
Indonesia – 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.
Gold Winner
PT.Indofood Sukses Makmur Tbk / Indomie and romp. / - for
Where's The Noodle?!
Watch Video | CreditsSilver Winner
Walls Heartbrand: Kopi Negeri and Mindshare for
Filosofi Kopi Negeri
Watch Video | CreditsBronze Winner
S-26 Procal Gold and Ogilvy Indonesia / Mindshare Indonesia / Nestle Indonesia for
S-26 Procal GOLD: The Science behind Exceptional #DariBelajarJadiHebat
Watch Video | CreditsMedia Channel
Indonesia – 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
Redoxon and Mediacom / Bayer for
Redoxon - Be New Normal Ready: #CesBeforeCus
Watch Video | CreditsBronze Winner
Rejoice and FAB Kerling / Mediacom & BBDO Indonesia for
Rejoice Jeju Rose "Mendadak K-Drama"
Watch Video | CreditsMedia Channel
Indonesia – 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.
Media Channel
Indonesia – 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.
Gold Winner
Jago and OMD / Yield Marketing Technology for
AI Driven Campaign Provides Strong Launchpad for Jago
Watch Video | CreditsSilver Winner
Ruangguru and Appnext / Appnext (an Affle Company) for
Ruangguru Transforms Education Through Innovation
Watch Video | CreditsBronze Winner
Good Doctor and FTW - Flock Creative Network for
Raisa & Hamish | Good Doctor Indonesia | Serba Salah Kompres Atau Bawang? Tanya Dokternya Sekarang!
Watch Video | CreditsMedia Channel
Indonesia – 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.
Bronze Winner
McDonald's Indonesia and Leo Burnett Jakarta for
What light is that?
Watch Video | CreditsMedia Channel
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.
Silver Winner
GoBiz and Telkomsel MyAds and Telkomsel Digiads for
Seamless Technology Integration between GoBiz and Telkomsel MyAds to Empower SMEs in Indonesia
Watch Video | CreditsSilver Winner
Bliblimart and Wavemaker Indonesia / AdColony for
Bliblimart m-Select Campaign Takes Grocery Shopping from Bricks to Clicks
Watch Video | CreditsBronze Winner
DANCOW Nutritods and Wunderman Thompson, Mindshare, InMobi / Nestlé for
DANCOW Nutritods #BundaBangga Campaign
Watch Video | CreditsTechnology Channel
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
Pocari Sweat and m/Six / Good Reason; Ambil Hati for
Pocari Sweat – Get Well Soon Campaign
Watch Video | CreditsSilver Winner
Tokopedia and N/A / Tokopedia In Association With Affle's RevX Programmatic Platform for
Tokopedia - Democratize commerce through technology
Watch Video | CreditsTechnology Channel
Indonesia – 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.
Gold Winner
Sprite and Berakar Komunikasi / MediaCom for
These Are Not Sounds of Sprite
Watch Video | CreditsSilver Winner
McDonald's and Omnicom Media Group / Leo Burnett and Arcade / Spotify Indonesia for
McDonald's x Spotify: The Magical Symphony of McFlurry Color Surprise
Watch Video | Credits
Technology Channel
Indonesia – Banners & Rich Media Advertising
Campaigns using mobile platforms and/or devices which encourage customer interaction and engagement. Includes static and flash banner ads, as well as floating ads, page take-overs, etc.
Gold Winner
Mondelēz/Oreo and Leo Burnett Indonesia / Spark Foundry for
The Great Cookies Takeover
Watch Video | CreditsSilver Winner
Smartfren and Mediacom Indonesia / AdColony for
Smartfren Mobile Campaign Wakes Up Indonesia’s WOW Generation
Watch Video | CreditsBronze Winner
NESTLE INDONESIA and MINDSHARE INDONESIA / WUNDERMAN THOMPSON / NESTLE INDONESIA for
NANKID #SiapkanSekarang 2.0
Watch Video | CreditsTechnology Channel
Indonesia – 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.
Bronze Winner
McDonald's and OMD Indonesia / Omnicom Media Group / Grab for
GrabAds x McDonald's Indonesia
Watch Video | CreditsTechnology Channel
Indonesia – 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.
Silver Winner
Unilever / Lifebuoy and Mindshare / InMobi for
Lifebuoy arms Indonesians against COVID with the power of real-time data
Watch Video | CreditsBronze Winner
Pond's and Ogilvy Indonesia / Mindshare Indonesia for
Pond's Age Miracle #SekarangUntukNanti
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
Smartfren and Mediacom Indonesia / AdColony for
Smartfren Mobile Campaign Wakes Up Indonesia’s WOW Generation
Watch Video | CreditsSilver Winner
Cimory and TikTok for
#CucokCucuCimory - How Cimory brought their brand philosophy to life through a mobile rich experience
Watch Video | CreditsBronze Winner
LACTOGROW and MINDSHARE INDONESIA / WUNDERMAN THOMPSON INDONESIA, ADCOLONY / Nestlé for
LACTOGROW - DREAM BIG Grow Happy 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
Wyeth Gold and POKKT / POKKT & Mindshare Indonesia for
Wyeth Gold - Fun Progressive Learning With Augmented Reality
Watch Video | CreditsSilver Winner
L'Oréal Paris and WAVEMAKER INDONESIA / M&C Saatchi / InMobi for
L'Oréal helps Indonesians #StandUp with Mobile
Watch Video | CreditsBronze Winner
Coca-Cola and Starcom Indonesia / AdColony for
Mobile Augmented Reality Dials Up Brand Love for Coca-Cola
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)
Gold Winner
Oreo and Leo Burnett Indonesia / Spark Foundry for
Oreo Interests Hack
Watch Video | CreditsSilver Winner
Tokopedia and N/A / Tokopedia In Association With Affle's RevX Programmatic Platform for
Tokopedia - Democratize commerce through technology
Watch Video | Credits2021 Smarties Indonesia Industry Award Winners
Technology Enabling
Company of the Year
AdColony
Publisher of the Year
TikTok
Creative Agency of The Year
Leo Burnett Indonesia
Media Agency of the Year
MediaCom Indonesia
Brand of the Year
McDonald’s Indonesia
Marketers of the Year
Unilever
PT. Rekso Nasional Food (McDonald’s Indonesia)