Presenting The Smarties MENA 2022 Winners
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MENA Best In Show
Yas Island and Initiative MENA for
Yas Yas Baby
Credits
Bassem Massoud, CEO, Initiative MENA
Lara Arbid, MD, Initiative MENA
Santadip Roy, Regional Director Digital, Initiative MENA
Nuha Bayoud, Associate Media Director, Initiative MENA
Mohamad Hachem, Media Manager, Initiative MENA
Mikel Njeim, Media Manager, Initiative MENA
Poonam Lakhani, Strategy Director, Initiative MENA
Mariam Samy, Strategy Manager, Initiative MENA
Neeti Sirohi, Performance Manager, Initiative MENA
Hadi Mikdashi, Performance Executive, Initiative MENA
Raphael Nassoura, Executive Creative Director, Momentum MENA
Muhammad Ali, Senior Creative Director, Momentum MENA
Wayne Esslemont, Creative Director, Momentum MENA
Vishal Munyal, Associate Creative Director, Momentum MENA
Sameer Islam, Strategy Director, Momentum MENA
Farha Moon, Producer, Momentum MENA
Wissam Gharib, Senior Account Director, Momentum MENA
Nahla Jaber, Account Manager, Momentum MENA
Max Mayer, Director of Brand Marketing, Miral Destinations
Matt Nelson, Performance Marketing Director, Miral Destinations
Badr Bourji, VP Marketing and Communications, Miral Destinations
Rania Helou, Head of Brand Marketing, Miral Destinations
Mark Dabu, Head of Brand Performance, Miral Destinations
Tamara Ramzi Bahous, Head of Brand Performance, Miral Destinations
Rose Alforque, Brand Marketing Manager, Miral Destinations
Marketing Impact
MENA – Brand Experience
Communicating your brand and positioning it in the market is core to business success. Campaigns that showcase excellent marketing strategies bridging the gap between the brand and the consumer, brand growth, development, and enrichment. Includes establishing brand recognition, meaningful relationships, memorable engaging experiences, and unique connections, either in single or multimedia platforms that created a 360-customer experience.
Gold Winner
Yas Island and Initiative MENA / Momentum MENA for
Yas Yas Baby
View Case Study | CreditsGold Winner
Ithra by Aramco and lLeo Burnett KSA / Ithra by Aramco for
Inspire Your World
Watch Video | CreditsSilver Winner
stc and UM MENAT for
Strength of 5G in the deepest parts of Saudi Arabia
Watch Video | CreditsSilver Winner
Kinokuniya and Publicis Groupe - Starcom MENA / Publicis Groupe - Saatchi & Saatchi ME for
Time to Read
Watch Video | Credits
Marketing Impact
MENA – Instant Impact
Best and most effective use of a promotion, either standalone or part of an integrated multi-media – new technologies campaign ranging from contests and coupons to special offers, sweepstakes, and POS/Merchandising. The entry might be a prize draw, a competition, a demo, a coupon, a rebate, a giveaway, a reward scheme, an experiential or an instant win campaign to support the sales and business impact of marketing a product or service directed at either the customer, sales staff, or distribution channel members.
Gold Winner
Flake and Publicis Groupe - Spark Foundry / YouExperience for
From On-pack to On-screen
Watch Video | CreditsSilver Winner
Sun & Sand Sports and Promofix MENA / Assembly Global for
Transforming Customer Behavior: A Data-Driven I.C.E Strategy that resulted in a 69% increase in business transactions
Watch Video | CreditsSilver Winner
McDonald's and Studio M / Starcom / InMobi for
InMobi Helps McDonald’s Achieve Over 12x Engagement Rate Above Benchmark
Watch Video | CreditsMarketing Impact
MENA – Lead Generation
Campaigns using strategic application of marketing technology that generated prospects & leads resulting in increased sales, conversions, trial, purchase intent or loyalty and retention. Campaigns showcasing example, use of third-party platforms (CRM, CMS, payments systems etc.) to improve retention and efficiency while delivering ROI results & business impact.
Gold Winner
STC Pay and Universal McCann / InMobi for
STC Pay user acquisition campaign yields staggering app usage, retention and transaction rates
Watch Video | CreditsSilver Winner
Yaqoot and Yaqoot & OMD in Association With DeviceBoost - An ArabyAds Company for
Yaqoot - Changing The Game
Watch Video | CreditsMarketing Impact
MENA – 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. Transformative approaches to customer insight to shape the marketing strategies in their campaigns that seeks to recognise innovative brand activity rooted in data-driven customer insight to solve a problem but also contributed to the business impact including ROI demonstrating elements such as segmentation or targeting to improve the end user's experience with a brand, product or service.
Gold Winner
Kinokuniya and Publicis Groupe - Starcom MENA / Publicis Groupe - Saatchi & Saatchi ME for
Time to Read
Watch Video | CreditsSilver Winner
Emirates Fast Food Company LLC - McDonald's UAE and MEmob+ / UM MENAT for
McDonald's Order Ahead
Watch Video | CreditsSilver Winner
L'Oréal Lebanon and UM MENA for
How Men Increased L’Oréal’s Sales During A Crisis
View Case Study | CreditsBronze Winner
Sun & Sand Sports and Promofix MENA / Assembly Global for
Transforming Customer Behavior: A Data-Driven I.C.E Strategy that resulted in a 69% increase in business transactions
Watch Video | CreditsMarketing Impact
MENA – Product / Service Launch
Campaign showcasing an effective customer focused product or service launch. Work that launched or re-launched a product or service highlighting impact your launch had on consumer perception, increase in sales etc. achieved growth and measurable success. Innovation/creativity, clear strategic thinking, effectiveness and tangible results are key points to be shared.
Silver Winner
Redefine Meat and Moburst for
Redefine Meat International Launch
Watch Video | CreditsSilver Winner
McDonald's and UM MENA / FortunePromo7 for
McDonald's Order Ahead
View Case Study | CreditsBronze Winner
du and Havas Middle East / TBWA for
Unlimited Connectivity Power Plans
Watch Video | CreditsMarketing Impact
MENA – Partnerships Marketing
Success of a campaign out of a partnership driven on innovation/tech adoption among any of the following: an agency, media owner, brand or ad technology owner, and even brand to brand collaboration showcasing key business impact metrics hinged on collaboration as a key element to the success of the campaign.
Gold Winner
Durex and Universal Media UAE / Vice Arabia for
Durex Records: Empowering Saudi Youth to Harness their Self-Expression.
View Case Study | CreditsSilver Winner
STC Pay and Universal McCann / InMobi for
STC Pay user acquisition campaign yields staggering app usage, retention and transaction rates
Watch Video | CreditsMarketing Impact
MENA – Customer Life-Cycle Marketing
Building trust and loyalty and always ensuring the customer experience is paramount. Campaigns putting customer first in providing best in class consumer experience while building relationships with customers in pursuit of brand growth & success having a significant impact on the business as a result.
Silver Winner
STC Pay and Universal McCann / InMobi for
STC Pay user acquisition campaign yields staggering app usage, retention and transaction rates
Watch Video | CreditsBronze Winner
Veyron Marketing and Veyron Marketing for
Saudi Post & Logistics CEP Campaign
Watch Video | CreditsMarketing Impact
MENA – Small Business / Big Impact
Not all successful campaigns require a huge budget. Campaign should consist of strategic and creative use of modest budgets and/or resources to create maximum impact. This category is open to campaigns that achieved significant business impact on a limited budget of less than $500,000. Budget must be the full budget – not a portion of a bigger budget.
Gold Winner
stc and UM MENAT for
Strength of 5G in the deepest parts of Saudi Arabia
Watch Video | Credits
Purpose Driven Marketing
MENA – Social Impact Marketing
We believe that marketing can change the world. This award is a recognition to modern-day marketing that drives forward socially responsible marketing that creates significant social change and/or deliver against a public service while demonstrating real impact and creativity & translates into a compelling call-to action to effect positive social change. Includes lobbying, fundraising, expanding, informing or positively changing attitudes and behaviors.
Gold Winner
Kinokuniya and Publicis Groupe - Starcom MENA / Publicis Groupe - Saatchi & Saatchi ME for
Time to Read
Watch Video | CreditsSilver Winner
Visa and Publicis Groupe - Starcom MENA / Publicis Groupe - Saatchi & Saatchi MEA for
Stay Secure
Watch Video | CreditsPurpose Driven Marketing
MENA – Brand Purpose/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, sustainability, economic and/or environmental campaigns addressing a new program or expanding on an existing program.
Silver Winner
etisalat by e& and Initiative Media / Saatchi Saatchi / etisalat by e& for
GoWell - Keep getting better
Watch Video | CreditsPurpose Driven Marketing
MENA – Diversity & Inclusion
Describe creative work or strategy specifically directed to this community and any relevant cultural differences. Campaigns or marketing programs raising the audience’s appreciation by providing the means and opportunities to reduce inequality based on age, sex, sexuality, disability, race, ethnicity, origin, religion or economic (e.g., contractual workers, people with disabilities, small farmers, etc.) and consciousness for the sublime— (painting, sculpture, architecture, music, literature, history, etc.) -in order to uplift the lives of people and society at large.
Purpose Driven Marketing
MENA – Sustainability (Brand & Product & Initiative)
Award that focuses on all aspects of sustainability for a campaign that promotes a brand, product or initiative. It can include corporate sustainibility initiatives as well.
Impact Media
MENA – Cross Platform - All Media
Campaigns utilizing digital as core strategy, that demonstrate strategic and tactical thinking in the use of multiple media touchpoints (TV, print, radio, outdoor, PR, direct marketing, etc) to deliver a compelling, business impact while delivering key messages. Media strategy highlighting how the channels came together to deliver outstanding results.
Gold Winner
Dubai Tourism and Publicis Groupe - Starcom MENA / Mother London for
Dubai Presents
Watch Video | CreditsGold Winner
Jeep and Publicis Groupe - Starcom MENA / Publicis Groupe - Publicis ME for
The Call for Adventure
Watch Video | CreditsSilver Winner
Ithra by Aramco and lLeo Burnett KSA / Ithra by Aramco for
Inspire Your World
Watch Video | CreditsBronze Winner
McDonald's and UM MENA / FortunePromo7 for
McDonald's Order Ahead
View Case Study | CreditsBronze Winner
Prime Video and Prime Video & Initiative In Association with ArabyAds Connected TV Advertising for
Jack Ryan Season 3 - Innovation With Connected TV Advertising
Watch Video | CreditsImpact Media
MENA – Cross Platform - Digital Only
Cross platform digital campaign integrating a minimum of 3 applications or mediums that enhances a brand experience. Showcase the various digital platforms and devices used to develop and amplify meaningful consumer engagement and business impact. This may include but is not limited to desktop, mobile, wearable technology, outdoor installations, billboards, retail experiences etc. Submissions for this category should hit the above marks and be strategically customized for each experience while delivering ROI.
Gold Winner
Yas Island and Initiative MENA / Momentum MENA for
Chief Island Officer
View Case Study | Credits
Silver Winner
Samsung and Publicis Groupe - Starcom MENA / Publicis Groupe - Leo Burnett MENA for
4 Features. 4 Films. 4 Genres.
Watch Video | CreditsSilver Winner
McDonalds RICC and UM MENAT for
Kickstarting a mass customer migration
Watch Video | CreditsBronze Winner
Yas Island and Initiative MENA / Momentum MENA for
Yas Yas Baby
View Case Study | CreditsImpact Media
MENA – 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 and the desired results for the business derived from the campaign.
Silver Winner
Saudi E-Leagues and MEmob+ / Vanguard 7 Agency for
Saudi E-Leagues
Watch Video | Credits
Impact Media
MENA – Creator Economy
The creator economy consists of people who, just like any of us, have a hobby that becomes monetizable. In this category you should showcase how your brand has used a creator to create special content for your campaign with mostly seamless experience. Results should include business impact in terms of awareness, brand experience or sales performance potentially comparing with campaign averages. (This does not include campaigns that solely use an influencer as the face of a brand / product, it should include specific content creation for the campaign by the creator).
Bronze Winner
Supreme Committee for Delivery & Legacy and INFLOW Network for
The first-ever Influencer Cup
Watch Video | CreditsImpact Media
MENA – 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.
Gold Winner
Yas Island and Initiative MENA / Momentum MENA for
Chief Island Officer
View Case Study | CreditsSilver Winner
Jeep and Publicis Groupe - Starcom MENA / Publicis Groupe - Publicis ME for
The Call for Adventure
Watch Video | CreditsSilver Winner
Dubai Tourism and Publicis Groupe - Starcom MENA / Mother London for
Dubai Presents
Watch Video | CreditsBronze Winner
Abide and Moburst for
Abide App Subscription Influencer Campaign
Watch Video | CreditsImpact Media
MENA – Creator / 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. Campaign showcasing the business impact and ROI achievements.
Gold Winner
Supreme Committee for Delivery & Legacy and INFLOW Network for
The first-ever Influencer Cup
Watch Video | CreditsGold Winner
Visa and Publicis Groupe - Starcom MENA / Publicis Groupe - Saatchi & Saatchi MEA for
Stay Secure
Watch Video | CreditsSilver Winner
Flake and Publicis Groupe - Spark Foundry / YouExperience for
From On-pack to On-screen
Watch Video | Credits
Impact Media
MENA – 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.
Silver Winner
Jawwy Mobile by stc and UM MENAT for
Chatbots, dynamic creatives, and media innovation
Watch Video | CreditsExperience Technology
MENA – Programmatic
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 digital/mobile advertising solution. As well as campaigns using creative applications of mobile-based intelligent technology. Includes AI, chat-bots, facial recognition, etc. delivering business results maximising the use of automated media solutions to create memorable campaigns.
Gold Winner
Yaqoot and Yaqoot & OMD in Association With DeviceBoost - An ArabyAds Company for
Yaqoot - Changing The Game
Watch Video | CreditsGold Winner
Jawwy Mobile by stc and UM MENAT for
Chatbots, dynamic creatives, and media innovation
Watch Video | CreditsSilver Winner
Prime Video and Prime Video & Initiative In Association with ArabyAds Connected TV Advertising for
Jack Ryan Season 3 - Innovation With Connected TV Advertising
Watch Video | Credits
Experience Technology
MENA – Audio / Voice / 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.
Gold Winner
Yas Island and Initiative MENA / Momentum MENA for
Yas Yas Baby
View Case Study | CreditsExperience Technology
MENA – XR Technology – (AR/VR/MR)
Use of existing or new technology to execute or support a media campaign. Use of new technology to enhance the visual experience of a brand, product, service, or message including, but not limited to AI, AR, VR, robotics, gadgets and electronics, wearable and interactive technology etc. Can be a stand-alone experience, or an extended reality which combines all three technologies.
Silver Winner
Flake and Publicis Groupe - Spark Foundry / YouExperience for
From On-pack to On-screen
Watch Video | CreditsBronze Winner
stc and UM MENAT for
Strength of 5G in the deepest parts of Saudi Arabia
Watch Video | CreditsExperience Technology
MENA – Experimental / Innovation Technology
Innovative Campaign enhancing branded experience that makes use of experimental technology in an innovative way that wows consumers, helps drive deeper engagement for fans and delivers an unforgettable digital or physical experience for the customer. An application of technology that is genuinely innovative or ground-breaking technique or an unconventional/creative use of existing technology, resulting in significant business impact for a brand.
Gold Winner
Closeup and PHD Egypt / InMobi for
Put your money where your mouth is: Closeup with innovative voice recognition ad unit to promote new toothpaste range
View Case Study | CreditsSilver Winner
du and Havas Middle East / TBWA for
Unlimited Connectivity Power Plans
Watch Video | CreditsBronze Winner
Flake and Publicis Groupe - Spark Foundry / YouExperience for
From On-pack to On-screen
Watch Video | CreditsExperience Technology
MENA – Geo Targeting
Use of GPS, geolocation and/or proximity technologies. Brands and tech providers giving their consumers an engaging, personalised and targeted brand experience using proximity technology or location-based data or contextual targeting. Campaign must include specifics on business impact against your marketing goals.
Gold Winner
Titan Watches and Red Dot Media DMCC for
Titan Football Watch Campaign
Watch Video | CreditsGold Winner
Sun & Sand Sports and Promofix MENA / Assembly Global for
Transforming Customer Behavior: A Data-Driven I.C.E Strategy that resulted in a 69% increase in business transactions
Watch Video | CreditsSilver Winner
Veyron Marketing and Veyron Marketing for
Saudi Post & Logistics CEP Campaign
Watch Video | CreditsSilver Winner
du and Promofix MENA / Havas Middle East for
Conquering Roaming Phobia: How du Increased Corporate Roaming Subscriptions by 94%
Watch Video | CreditsBronze Winner
Marriott Bonvoy and Spark Foundry / Precision / InMobi for
Marriott leverages programmatic and location technology to find affluent and expat MasterCard customers in competitive market
Watch Video | CreditsWeb 3.0
MENA – Real Time Marketing
Campaigns showcasing the most successful and engaging creative and media execution based on real-time information and platform delivering on the brand's objectives. Campaigns that include new age technology solution in an immediate and meaningful way delivered for achieving desired business results and business impact.
Silver Winner
Titan Watches and Red Dot Media DMCC for
Titan Football Watch Campaign
Watch Video | CreditsBronze Winner
du and Promofix MENA / Havas Middle East for
Conquering Roaming Phobia: How du Increased Corporate Roaming Subscriptions by 94%
Watch Video | CreditsBronze Winner
Sun & Sand Sports and Promofix MENA / Assembly Global for
Transforming Customer Behavior: A Data-Driven I.C.E Strategy that resulted in a 69% increase in business transactions
Watch Video | CreditsWeb 3.0
MENA – Metaverse
The move to Web 3.0 means more privacy and less ability to reach customers the way we do now. Advertising and marketing are changing in the near future with cookies not being available. Campaigns that are building first party communities and experiences for customers (likely inside the metaverse) and finding advertising opportunities inside metaverse (games, meta real estate etc.) including partnerships and collaborations with creators to leverage their audience and bring innovation, impact and communication power to the brand.
Bronze Winner
etisalat by e& and Saatchi Saatchi / Initiative Media / etisalat by e& for
e& universe - the 1st Telco Brand in Metaverse in MENA
Watch Video | CreditsE-commerce marketing
MENA – Integrated Ecommerce Innovation
Campaigns showcasing best use of 360 Ecommerce highlighting (including live streaming) marketing & advertising strategies, creatives and online experiences & activations on e-commerce platform to carry out innovative marketing / sales methods to achieve marketing purposes and business results. Please share quantifiable results demonstrating how campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Silver Winner
L'Oréal Lebanon and UM MENA for
How Men Increased L’Oréal’s Sales During A Crisis
View Case Study | CreditsCreative
MENA – Customer Experience (CX)
Award that focuses on a campaign/brand that provides a truly outstanding customer experience on a platform, or integrated platforms/omni-channel approach achieving best B2C or B2B results. Creative solutions to brand challenges that have a tangible impact on customer experience.
Gold Winner
Almarai and Spark Foundry / Digital Turbine for
Almarai Iced Leaf Mobile Video Execution with Digital Turbine
Watch Video | Credits
Creative
MENA – User Experience (UX) & Design
Design practice focused on the emotional and behavioural response to a digital product or service with relevant, seamless and consistent user experience at every point of interaction, with particular focus on the overall support, structure and usability.
Creative
MENA – Short or Long Form Video
Campaigns demonstrating how video advertising was used to create consumer demand and engagement or provide an immersive experience for the viewer. The creative use of digital footage or online video to create or enhance a brand experience or activation. Including, but not limited to, mobile-based VR and 360° video experiences, shoppable video, personalized video, etc. driving effective business results and engagement.
Gold Winner
LOGI Energy and Publicis Groupe - Starcom MENA / Publicis Groupe - Saatchi & Saatchi MEA for
47 seconds
Watch Video | CreditsSilver Winner
Yas Island and Initiative MENA / Momentum MENA for
Yas Yas Baby
View Case Study | CreditsBronze Winner
Yas Island and Initiative MENA / Momentum MENA for
Chief Island Officer
View Case Study | Credits2022 Smarties MENA Industry Award Winners
Creative Agency of the Year
Saatchi & Saatchi ME
Media Agency of the Year
UM MENAT
Marketing Platform of the Year
ArabyAds
Tech Provider of the Year
InMobi
Advertiser of the Year
STC
Advertiser of the Year
Yas Island