Presenting The Smarties Indonesia 2022 Winners
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Indonesia Best In Show
Pantene and Dentsu & MediaCom for
Recharged Hair, Recharged Me!
Credits
Fransiska Paskah, Planning Manager, Mediacom
Reny Butarbutar, Planning Executive, Mediacom
Kurnniawan Mista, Brand Director, Procter & Gamble
Tara Indira, Senior Brand Manager, Procter & Gamble
Anggia Pulungan, Commercial Leader, Beauty Care, Procter & Gamble
Alam Wibowo, Media Director, Procter & Gamble
Niranjan Singh, Head of AOR, Mediacom
Riny Fitriani, Investment Executive, Mediacom
Rangga Immanuel, Executive Creative Director, Dentsu Creative Indonesia
Diaz Pradipta, Associate Creative Director, Dentsu Creative Indonesia
Edhya Listiani, Associate Creative Director, Dentsu Creative Indonesia
Abyan Bramantyo, Art Director, Dentsu Creative Indonesia
Leo Pramasatya, Copywriter, Dentsu Creative Indonesia
Catherine Lestari, Client Partner Director, Dentsu Creative Indonesia
Muhammad Surajie, Account Manager, Dentsu Creative Indonesia
Mawar Sakinah, Account Executive, Dentsu Creative Indonesia
Thomas Martinus, Sr. Producer, Dentsu Creative Indonesia
Avirgana Hanofriska, Project Manager, Dentsu Creative Indonesia
Indonesia Best In Show
L’Oreal Professional Products Division and WAVEMAKER for
L'OREAL PROFESSIONAL : Saving salon community while driving growth in salon business
Credits
MALVIN HENDARDI, WAVEMAKER
PUTRI NURAINI, WAVEMAKER
ROHIT PADUKONE, WAVEMAKER
HENDRA PURJAKA PURJAKA, L'OREAL INDONESIA
ESTER RIANDA, L'OREAL INDONESIA
MUTIARA OCTAVIA, L'OREAL INDONESIA
WINA SIMANJUNTAK, L'OREAL INDONESIA
DANA GADING, L'OREAL INDONESIA
YOPUTRI APPRILLIA, L'OREAL INDONESIA
XENA ESPERANZA, L'OREAL INDONESIA
FABIAN WIJAYA, L'OREAL INDONESIA
MICHAEL JUSTISOESETYA, L'OREAL INDONESIA
Marketing Impact
Indonesia – 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
Truecaller and M&C Saatchi Indonesia for
Truecaller In Sheep's Clothing
Watch Video | CreditsGold Winner
McDonald's and Leo Burnett Indonesia / Digitas, OMD for
McDonald's Pahlawan - Toys that build a nation
Watch Video | CreditsBronze Winner
L’Oreal Professional Products Division and WAVEMAKER for
L'OREAL PROFESSIONAL : Saving salon community while driving growth in salon business
Watch Video | CreditsMarketing Impact
Indonesia – 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.
Silver Winner
Maybelline New York and WAVEMAKER / INCA & TIKTOK for
Enhancing Maybelline New York New Growth Avenue via Live Shopping and Video Shopping Ads
Watch Video | CreditsBronze Winner
S-26 Procal GOLD and Ogilvy Indonesia / Dentsu Indonesia / Nestle Indonesia for
S26 GOLD - #DariBelajarJadiHebat Institute : Digital Powered Ecosystem for Exceptional Learning
Watch Video | CreditsMarketing Impact
Indonesia – 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
WOODS’ Lozenges and PT GoTo Gojek Tokopedia Tbk / Gojek for
Harnessing the best of online and offline worlds to share the goodness of vitamin C lozenges
Watch Video | CreditsSilver Winner
McDonald's and OMD / NA / McDonald's In Association with Affle's MAAS Platform & OMD for
Indonesia is Lovin’ It!
Watch Video | CreditsSilver Winner
Pizza Hut Indonesia and PHD Media / Emtek Digital / Emtek Digital for
Boosting Pizza Hut Customer Conversion through Custom Targeting
View Case Study | CreditsMarketing Impact
Indonesia – 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.
Silver Winner
Grab and M&C Saatchi Performance for
Grab: Millions of firsts, Millions of Personalised Impact Reports
Watch Video | CreditsBronze Winner
Samsung Galaxy S22 Series and Mindshare for
Making Everyday EPIC
Watch Video | CreditsBronze Winner
Nescafé and Ad-Lib.io / Dentsu Indonesia for
Nescafé Indonesia Goes Granular To Beat Local Coffee Giants
Watch Video | CreditsMarketing Impact
Indonesia – 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.
Gold Winner
Truecaller and M&C Saatchi Indonesia for
Truecaller In Sheep's Clothing
Watch Video | CreditsSilver Winner
Samsung The Freestyle and Mindshare / Cheil for
The Freestyle: Unexpected Joy Everywhere
Watch Video | CreditsSilver Winner
Kraft Heinz and Leo Burnett Indonesia / BBH India, Carat Indonesia for
Heinz - The Perfect Match
Watch Video | CreditsMarketing Impact
Indonesia – 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.
Bronze Winner
Pocari Sweat and mSix Indonesia / Emtek Digital / Emtek Digital for
Born To Sweat, Let's Run Again!
Watch Video | CreditsPurpose Driven Marketing
Indonesia – 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
Sunlight and Mindshare for
Festival Foodpreneur Bersinar: There is always a way for Indonesian women to shine!
Watch Video | CreditsSilver Winner
Lifebuoy Soap and Mindshare for
When good health is just a call away!
Watch Video | CreditsBronze Winner
BINTANG Pilsener and Maverick Indonesia / Dentsu Redstar for
BINTANG Bersama Bali
Watch Video | CreditsPurpose Driven Marketing
Indonesia – 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.
Gold Winner
Grab and M&C Saatchi Performance for
Bersatu: Sacrifice a promo and turn it into a donation
Watch Video | Credits
Bronze Winner
McDonald's and Leo Burnett Indonesia / Digitas, OMD for
McDonald's Pahlawan - Toys that build a nation
Watch Video | Credits
Purpose Driven Marketing
Indonesia – 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.
Silver Winner
Bintang and Leo Burnett Indonesia / Arcade, Denstu Red Star, Maverick for
Bersama Bintang Berbeda Bersama
Watch Video | CreditsSilver Winner
Vaseline Indonesia and Wunderman Thompson Indonesia / Mindshare Indonesia for
VASELINE #BebasGerah: Liberating Indonesian Hijabi from Stifling Heat
Watch Video | CreditsBronze Winner
McDonald's and Leo Burnett Indonesia / Digitas, ARCADE, OMD for
McDonald's The Gift of Time
Watch Video | CreditsImpact Media
Indonesia – 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.
Silver Winner
L’Oreal Professional Products Division and WAVEMAKER for
L'OREAL PROFESSIONAL : Saving salon community while driving growth in salon business
Watch Video | CreditsBronze Winner
CDR and Mediacom Indonesia / Wunderman Thompson / MediaCom Indonesia for
CDR #Unbreakable30
Watch Video | CreditsImpact Media
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 and the desired results for the business derived from the campaign.
Gold Winner
LinkAja and TikTok Indonesia / Dentsu for
LinkAja searches for The Greatest Gamers on TikTok
Watch Video | CreditsSilver Winner
Nestle Indonesia / Wyeth Nutrition and Dentsu / InMobi for
Wyeth Nutrition S-26 Procal GOLD Influences Purchase Intent Amongst Parents With Gamified Mobile Solutions
Watch Video | CreditsBronze Winner
Frisian Flag Milky and mSixandpartners / TotallyAwesome for
Frisian Flag Milky Mobile Mini-Game
Watch Video | CreditsImpact Media
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.
Gold Winner
Ubud Writers & Readers Festival and M&C Saatchi Indonesia for
The Thread Story
Watch Video | CreditsSilver Winner
Danone and Wavemaker Indonesia for
Undercover Hydration Reminders with Aqua
Watch Video | Credits
Bronze Winner
Pantene Indonesia and Dentsu Creative Indonesia / Mediacomm for
Recharged Hair, Recharged Me!
Watch Video | CreditsImpact Media
Indonesia – 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.
Silver Winner
BARDI and TikTok / Buzzohero for
#RumahPintarBARDI, redefining creator marketing through TikTok
Watch Video | CreditsBronze Winner
Pantene Indonesia and Dentsu Creative Indonesia / Mediacomm for
Recharged Hair, Recharged Me!
Watch Video | CreditsExperience Technology
Indonesia – 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
McDonald's and OMD Indonesia / YMT for
HARNESSING POWER OF FIRST & THIRD PARTY DATA TO DRIVE SALES
Watch Video | CreditsSilver Winner
DANCOW and - / Digital Turbine for
Nestle DANCOW Nutritods Gets a Brand Boost with Augmented Reality
Watch Video | CreditsBronze Winner
by.U and OMD Indonesia / YMT for
FOCUSING ON SMALL DATA TO DRIVE BIG RESULTS
Watch Video | CreditsExperience Technology
Indonesia – 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
Blibli and Wavemaker Indonesia / YMT for
Strengthening brand's value using karaoke ad units
Watch Video | CreditsExperience Technology
Indonesia – 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
Wardah and Omnicom Media Group / PHD Indonesia for
Wardah - Advanced Beauty Tech
Watch Video | CreditsSilver Winner
Blibli and Wavemaker / YMT for
Blibli’s AI visual search banners let people buy what they see
Watch Video | CreditsExperience Technology
Indonesia – Search
No longer can the success of any marketing channel be measured in a silo without considering for the influence of others. For campaigns to maximise business Impact share your search activity with innovative, creative either individually or part of your broader campaign show case your perfectly timed search activity incorporating data and new tools to capitalize the campaign objectives.
Gold Winner
blu and PT. Rayu Hati Anak Bangsa / ADAsia for
#bluBisaGitu Pre-Roll
Watch Video | CreditsWeb 3.0
Indonesia – Spatial Technology
Campaigns using immersive large- or small-scale digital experiences and events which are set up to engage with consumers driving engagement. This may include but is not limited to VR/AR, multi-screen and multi-dimensional experiences. Any brand experience or activation leveraging a space or using a more permanent spatial feature to drive customer engagement. This may include but is not limited to art exhibitions, fairs, trade shows, signage. Please share business results.
Gold Winner
Amerta Indah Otsuka and mSix Indonesia for
Born To Sweat, Let's Run Again!
Watch Video | Credits
Bronze Winner
Emina Cosmetics and Vizeum / PT Dentsu Cursor Komunika / Digital Turbine for
AR Boosts Brand Awareness and Makes Shopping for Emina Poppin’ Matte Loads More Fun
Watch Video | CreditsE-commerce marketing
Indonesia – 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.
Gold Winner
L’Oreal Professional Products Division and WAVEMAKER for
L'OREAL PROFESSIONAL : Saving salon community while driving growth in salon business
Watch Video | CreditsSilver Winner
Emina Cosmetics and Vizeum / PT Dentsu Cursor Komunika / Digital Turbine for
AR Boosts Brand Awareness and Makes Shopping for Emina Poppin’ Matte Loads More Fun
Watch Video | CreditsBronze Winner
BARDI and TikTok / Buzzohero for
How BARDI made 'smart home' accessible & seamless through TikTok commerce solutions
Watch Video | CreditsE-commerce marketing
Indonesia – O2O / New Retail / Innovative Sales Channels
Campaigns showcasing best use of new technologies in O2O, thru integration and innovation of online and offline channels and data providing users with better participation and buying experience. Highlight marketing & advertising strategies, creatives capturing consumers attention, targeted, and engaged audience(s) and encouraged transactions. Please share quantifiable results demonstrating how the influencers used in the campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Gold Winner
Coca-Cola and WPP - MediaCom / Publicis Media - Starcom / Grivy for
Recruiting the next generation of Coke drinkers at scale enabled by Grivy
Watch Video | CreditsSilver Winner
L’Oreal Professional Products Division and WAVEMAKER for
L'OREAL PROFESSIONAL : Saving salon community while driving growth in salon business
Watch Video | Credits
Creative
Indonesia – 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
Pond’s and Mindshare / Digital Turbine for
Mobile Gamification Delivers Blockbuster Engagement for Pond’s Men X Spider-Man Campaign
Watch Video | Credits
Bronze Winner
Telkomsel and Emtek Digital for
Telkomsel brought Indonesia's support to Olympic 2020
View Case Study | CreditsCreative
Indonesia – 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.
Silver Winner
S-26 Procal Nutrissentials and Ogilvy Indonesia / Dentsu Indonesia / Nestle Indonesia for
S26 Procal - Smart Learning Milestone Tracker : Expert-integration Child’s Milestone Tracker
Watch Video | CreditsCreative
Indonesia – Personalization
Campaign perfecting the consumer journey & creating personalised marketing reflecting best use of data, analytics, AI and automation in creating personalised content at scale for brands and campaigns to effect more business outcomes and enhanced ROI.
Gold Winner
blu and PT. Rayu Hati Anak Bangsa / ADAsia for
#bluBisaGitu Pre-Roll
Watch Video | CreditsSilver Winner
Pristine8.6+ and Alva Olrange for
Pristine8.6+ - Tasty Water Ads
Watch Video | Credits
Creative
Indonesia – 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
Pantene Indonesia and Dentsu Creative Indonesia / Mediacomm for
Recharged Hair, Recharged Me!
Watch Video | CreditsSilver Winner
S-26 Procal Ultima and Dentsu Indonesia / Finch Creative Agency / Nestle Indonesia for
360 Video that Immerse Brand Experience and Unstoppable Exploration from S-26 Procal Ultima
Watch Video | CreditsBronze Winner
Grab and M&C Saatchi Performance for
Grab Percaya - Anything's possible when SMEs believe
Watch Video | Credits
2022 Smarties Indonesia Industry Award Winners
Brand of the Year
McDonald’s
Advertiser of the Year
Unilever
Media Agency of the Year
Wavemaker
Creative Agency of the Year
M&C Saatchi
Publisher of the Year
TikTok