Presenting The Smarties Indonesia 2023 Winners
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Indonesia Best In Show
Mondelez International and Leo Burnett Indonesia for
BlackPink In your Oreo
Credits
Sony Nichani, CEO, Leo Burnett Indonesia
Ravi Shanker, CCO, Leo Burnett Indonesia
Dafi Alfadila, Sr.Creative Director, Leo Burnett Indonesia
Randy Handoko, Sr.Art Director, Leo Burnett Indonesia
Septian Listyanto, Art Director, Leo Burnett Indonesia
Evlin Debora, Copywriter, Leo Burnett Indonesia
Joshua Tjandra, Copywriter, Leo Burnett Indonesia
Monideepa Nandi, Regional Business Director, Leo Burnett Indonesia
Avisenia Qashashi, Associate Account Director, Leo Burnett Indonesia
Athaya Thalla, Sr.Account Executive, Leo Burnett Indonesia
Timothy Laksmana, Associate Social Media Director, Leo Burnett Indonesia
Rezzi Saputra, Social Media Manager, Leo Burnett Indonesia
Anti Istianti, Sr.Producer Broadcast, Leo Burnett Indonesia
Nilakshi Medhi, Head of Strategic Planning, Leo Burnett Indonesia
Vebrian Wijaya, Motion Designer, Vebz Visual Solution
Nikhil Rao, Vice President Marketing, Mondelez International
Vikram Chandratrey, Head of Marketing Indonesia & Oreo SEA, Mondelez International
Jovena Loon, Senior Brand Manager Oreo, SEA, Mondelez International
Akshay Brijkrishan, Digital Lead - Consumer Experience, Mondelez International
Thinesh Muniandy, Overall Lead Producer SEA, Mediamonks
Andrea Dimasuay, Account Director SEA, Mediamonks
Ankit Mathur, Program Manager, Web, APAC, Mediamonks
Liukh -, Director, -
Semi Kim, Assistant Director, -
Chloe Ko, Executive Producer, -
Ratri Kartika Sari, AV Video Producer, Imaginary
Revli Pradana, AV Video Editor, Imaginary
Purpose Driven Marketing
Indonesia – Brand Purpose / Activism
Campaigns that use the brand's platform to promote a cause or social issue, including sustainability, to benefit society and give back for the greater good. This can include social, political, corporate sustainability, economic, and/or environmental campaigns for brands, products, services, or initiatives addressing a new program or expanding on an existing one. Example: campaigns focused on giving back to society and promoting social responsibility through a brand's influence and reach.
Gold Winner
Nestlé Indonesia and dentsu Indonesia / Nestlé Indonesia for
DANCOW FortiGro: CINTA BUNDA SEMPURNA, Challenging Mom-shaming and Redefining Motherhood in Indonesia
Watch Video | CreditsSilver Winner
Grab and M&C Saatchi Performance for
#PesanUntukBerbagi: Sharing a special message during Ramadan driving donations via Grab
Watch Video | Credits
Bronze Winner
PT Paragon technology innovation and PHD Media Indonesia for
Wardah - Bersama Lebih Bermakna
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
Unilever and Mindshare / InMobi | Glance for
Empowering Smiles: Pepsodent's Brand Purpose with #KonsultasiGigiSekarang
Watch Video | Credits
Bronze Winner
Unilever and Mindshare / Silverpush for
EUDG #SetiapUBeriKebaikan Campaign
Watch Video | CreditsBronze Winner
Nestlé Indonesia and Wunderman Thompson / Nestlé Indonesia for
Milo: Energy Nusantara, Celebrating & Preserving Traditional Indonesian Sports
Watch Video | CreditsPurpose Driven Marketing
Indonesia – Diversity & Inclusion
Campaigns or marketing programs raising the audience’s appreciation by providing the means and opportunities to reduce inequality based on age, sex, sexual orientation, disability, race, ethnicity, origin, religion or economic status (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. Describe creative work or strategy specifically directed to these communities and any relevant cultural differences.
Gold Winner
Samsung Electronics Indonesia and Mindshare Indonesia for
Samsung and Telkomsel DigiAds Collaboration Bringing Digital Access To All
Watch Video | CreditsSilver Winner
Kraft Heinz ABC and Leo Burnett Indonesia for
ABC Soy - The Failed Cooking Project
Watch Video | CreditsSilver Winner
PT Paragon technology innovation and PHD Media Indonesia for
Wardah - Bersama Lebih Bermakna
Watch Video | CreditsBronze Winner
Reckitt and McCANN Indonesia for
From Fear to Honor – Embracing Heat & Sweat with Pride
Watch Video | CreditsMarketing 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. Additionally, campaigns may incorporate new-age technological solutions to achieve desired business results and make a significant impact on the business.
Gold Winner
Mondelez International and Leo Burnett Indonesia for
BlackPink In your Oreo
Watch Video | CreditsBronze Winner
L'Oreal Indonesia and Wavemaker for
Kiehl’s - We Skincare About You: Bringing New York to Jakarta
Watch Video | CreditsMarketing Impact
Indonesia – Instant Impact / Promotion
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, 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
Unilever and Mindshare for
Spreading Love, Creating Impact: The 'Speak Up for Love' Story
Watch Video | CreditsSilver Winner
Grab and Grab Indonesia for
GrabUnlimited - The Saving Simulator
Watch Video | CreditsSilver Winner
Unilever and Mindshare for
Smelling Good vs. Looking Good: AXE's Mini Market Promotions
Watch Video | CreditsBronze Winner
McDonald's and Omnicom Media Group / McDonald's In Association with Affle's MAAS Platform & OMD for
McDonald's - Where Connections Converge!
Watch Video | CreditsMarketing Impact
Indonesia – Customer Journey Marketing - Lead Generation / CRM
Campaigns that have a significant impact on the business by strategically applying marketing technology, including third-party platforms such as CRM, CMS, and payment systems. Entries should demonstrate how the use of these platforms generated prospects and leads, resulting in increased sales, conversions, purchase intent, or loyalty and retention, while delivering measurable ROI results and business impact. Successful campaigns should showcase the potential of these platforms to deliver tangible results, and how they were used to provide the best possible experience for customers while driving brand growth and success.
Silver Winner
PT Rekso National Food and Leo Burnett Indonesia for
MyM Rewards: No Tricks. Just Treats.
Watch Video | CreditsBronze Winner
Unilever Indonesia and Mindshare Indonesia / Digital Turbine Inc for
CLEAR’s Multi-channel Campaign Inspires Gen-Z Indonesians to Clear Their Heads Of Stress
Watch Video | CreditsBronze Winner
Biznet (PT. Supra Primatama Nusantara) and STEB Asia for
Optimizing Hybrid Strategy to Make a Seamless Experience of Biznet Expansion Across Indonesia
Watch Video | CreditsMarketing Impact
Indonesia – Product and / or Service Launch
Campaigns showcasing an effective customer focused product or service launch. Work that launched, or re-launched, a product or service highlighting the 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
Grab and M&C Saatchi Performance for
When audio delivers! A unique karaoke-like ad to ensure OVO's adoption on Grab
Watch Video | CreditsSilver Winner
PT Rekso National Food and Leo Burnett Indonesia for
McDonald's Untranslated Ad
Watch Video | CreditsBronze Winner
Procter & Gamble Home Products Indonesia and Dentsu Indonesia for
Downy: Weaving Scent-sational Ramadan Micro Moments
Watch Video | CreditsMarketing Impact
Indonesia – Real Time Marketing
Campaigns showcasing the most successful and engaging creative and media execution based on real-time information and platforms delivering on the brand's objectives. Campaigns that include new age technology solutions in an immediate and meaningful way delivered for achieving desired business results and business impact. 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 marketing goals.
Gold Winner
Nestlé Indonesia and dentsu Indonesia / Nestlé Indonesia for
BEAR BRAND - On the road to rejuvenation: how Bear Brand leveraged the power of contextual location during the mudik period
Watch Video | CreditsGold Winner
Unilever Indonesia and Mindshare Indonesia / Hybrid for
Bruntusan Gone, Hijab On powered by POND'S
Watch Video | CreditsBronze Winner
Unilever and Mindshare / Silverpush for
Feast Pop Hijacks the World Cup
Watch Video | CreditsBronze Winner
British American Tobacco (BAT) Indonesia and EssenceMediacom Indonesia for
VUSE Indonesia “Bebaskan Hebatmu” (Unleash Greatness)
Watch Video | CreditsImpact Media
Indonesia – Omnichannel Marketing
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
Mondelez International and Leo Burnett Indonesia for
BLACKPINK In Your Oreo
Watch Video | CreditsSilver Winner
Nestlé Indonesia and dentsu Indonesia / Nestlé Indonesia for
Fueling Your Mudik Journey: Conquer the Road with Nescafe!
Watch Video | CreditsBronze Winner
Danone Indonesia and Wavemaker Indonesia for
AQUA: Winning Local Battle in Central Java Region
Watch Video | CreditsImpact Media
Indonesia – Cross Digital Media Marketing
Truly digital campaigns are now the main stay of many marketing and advertising strategies and are driving most of the spends 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, (digital) 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
Nestlé Indonesia and dentsu Indonesia / Nestlé Indonesia for
BEAR BRAND - Upside Down to Uptake: BEAR BRAND's Campaign Reverses Consumer Consideration Slump and Restores Viatality
Watch Video | CreditsGold Winner
Mondelez Indonesia and Wavemaker / Wavemaker x Leo Burnett for
Oreo Blackpink : Blackpink In Your Oreo!
Watch Video | CreditsSilver Winner
Biznet (PT. Supra Primatama Nusantara) and STEB Asia for
Optimizing Hybrid Strategy to Make a Seamless Experience of Biznet Expansion Across Indonesia
Watch Video | CreditsImpact Media
Indonesia – Social Media Marketing
This category aims to recognize outstanding marketing and advertising campaigns that utilize one or multiple social platforms to reach a targeted audience, impact business objectives, and enhance relationships with brands, communities, or consumers. Successful strategies that have effectively communicated with target audiences through social messaging apps and text messaging (SMS/MMS, RCS) to drive sales, engagement, leads, or even foot traffic will be highly considered. The submission should demonstrate how client objectives were met and a significant return on investment (ROI) was achieved through the strategies.
Gold Winner
Mondelez International and Leo Burnett Indonesia for
BLACKPINK In Your Oreo
Watch Video | CreditsSilver Winner
Unilever and Mindshare Unilever Indonesia / AnyMind Group for
#MoltoPemersatuPasutri
Watch Video | Credits
Bronze Winner
PT Rekso National Food and Leo Burnett Indonesia for
McDonald's Untranslated Ad
Watch Video | CreditsImpact Media
Indonesia – Creator / Influencer / Celebrity Marketing
Campaigns showcasing the best use of social platform/influencers highlighting new community sales models & advertising strategies, creatives capturing consumer attention, interaction and engagement that encourage transactions. Content related to a brand created by consumers, the creator economy - showcase how your brand has used a creator to create special content for your campaign with mostly seamless experience, and shared through social media to increase brand engagement, sales, create buzz about a product or service. 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
PT Bank Central Asia Tbk and Future Creative Network - Flock for
BCA mobile #TibaTibaTenang
Watch Video | CreditsSilver Winner
P&G and EssenceMediacom Indonesia for
Pantene Miracles Conditioner – No More Setengah-setengah
Watch Video | CreditsBronze Winner
Procter & Gamble Home Products Indonesia and Dentsu Indonesia for
Downy: Weaving Scent-sational Ramadan Micro Moments
Watch Video | CreditsImpact Media
Indonesia – Gaming, Gamification & E-Sports
Campaigns showcasing interactive storytelling as a main stay of the campaign and mainstream gaming apps, gamification applications, in campaign/app gaming or e-sports activities that are either a part of a broader marketing strategy or a stand-alone brand experience. 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
PT Frisian Flag Indonesia and mSix&Partners / TotallyAwesome for
Winning Kids' Nutrition with Frisian Flag Milky, TotallyAwesome, and mSix&Partners
Watch Video | CreditsSilver Winner
Samsung and Mindshare Indonesia for
Samsung's Multi-Player Battle: Raja Galaxy
Watch Video | CreditsEmerging Tech Marketing
Indonesia – Data Insights / Contextual Marketing
Use of customer data, analytics, and technology, that play an integral role in the development and execution of a meaningful relationship with a specific audience. Show the most successful and engaging media and creative execution based on real-time information and/or data insights and platform to shape the marketing strategies delivering on the brand's objectives rooted in data-driven customer insight contributing significantly to the business impact including ROI demonstrating elements, such as segmentation or real time targeting, to improve the end user's experience.
Bronze Winner
Indosat and PHD Media / Digital Turbine Inc. for
IM3 Enhances Ramadan Moments of Indonesians with Highly Personalized, Holistic 360 Campaign “Kembali untuk Mengulang #Serunya
Watch Video | CreditsBronze Winner
Nestlé Indonesia and dentsu Indonesia / Nestlé Indonesia for
UNITING COFFEE LOVERS AROUND THE WORLD CUP: BREWING UNFORGETTABLE MOMENTS WITH NESCAFÉ's CONTEXTUAL WORLD CUP CAMPAIGN
Watch Video | CreditsEmerging Tech Marketing
Indonesia – Programmatic
A campaign that demonstrates how the use of a programmatic/RTB platform improved targeting and increased the efficiency and effectiveness in buying, selling, and creating a digital/mobile advertising solution. Entries can include 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
Mondelez International and LEO BURNETT INDONESIA for
Oreo Undercover Ads
Watch Video | CreditsBronze Winner
Global Digital Niaga and Wavemaker / YMT for
Smile to Unlock: E-commerce Discounts Meet Joyful Engagement
Watch Video | CreditsEmerging Tech Marketing
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 brand identity. Includes audio logos, audio branding, voice assistant devices, such as Alexa, Google Home, and audio platforms like Pandora, Spotify, YouTube, etc., or activation leveraging a space or using a more permanent spatial feature. Campaigns and/or individual measures that demonstrate a special effort and/or excellent interpretation of existing data. This includes excellently developed and implemented insights as well as exceptionally executed segmentations, the acquisition and/or enrichment of data and specific knowledge about the addressees, the granting of permissions, etc.
Gold Winner
Grab and M&C Saatchi Performance for
When audio delivers! A unique karaoke-like ad to ensure OVO's adoption on Grab
Watch Video | CreditsSilver Winner
Unilever and Mindshare for
Wall's 30th Anniversary - #Wall'sHappyJingle
Watch Video | CreditsEmerging Tech Marketing
Indonesia – Experimental / Innovation Technology
Campaigns that enhance a branded experience by using experimental and innovative technology or applications including the use of Web 3.0 to create immersive large-scale or small-scale digital experiences and events in a way that impresses consumers and drives deeper engagement for fans, ultimately delivering an unforgettable digital or physical experience. Seeking campaigns that showcase creative use of media, highlighting innovative ways of using new or existing technology or applications that are genuinely groundbreaking or innovative to engage with consumers and drive engagement. Examples could include art exhibitions, fairs, trade shows, and signage. Submissions should also include quantifiable business results.
Gold Winner
Global Digital Niaga and Wavemaker / YMT for
Voice of the Voiceless
Watch Video | CreditsSilver Winner
Lazada Indonesia and EssenceMediacom Indonesia for
Rock The Shopping Cart: Lazada Karaoke Art Builds Connections – Essencemediacom/ YMT
Watch Video | CreditsBronze Winner
Unilever Indonesia and Mindshare Indonesia / Digital Turbine Inc for
CLEAR’s Multi-channel Campaign Inspires Gen-Z Indonesians to Clear Their Heads Of Stress
Watch Video | CreditsBronze Winner
Unilever and AnyMind Group / Mindshare for
Wall's Feast Pop - A.R. Mouth Detection Game
Watch Video | CreditsEmerging Tech Marketing
Indonesia – Spatial / AR / VR / NFT / Metaverse Tech
Moving to Web 3.0 means more privacy and less ability to reach customers the way we do now. Campaigns that are building communities and experiences for customers (including metaverse) and finding advertising opportunities including partnerships and collaborations with creators to leverage their audience and bring innovation, impact and communication power to the brand through use of new technology like NFT 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 new Web 3.0 technologies.
Silver Winner
Global Digital Niaga and Wavemaker / YMT for
Smile to Unlock: E-commerce Discounts Meet Joyful Engagement
Watch Video | CreditsBronze Winner
Global Digital Niaga and Wavemaker Indonesia / Wavemaker Indonesia / YMT for
From Dropout to Sold-Out: Blibli Remarketing Strategy that Reshaped Ecommerce Success
Watch Video | CreditsE-commerce marketing
Indonesia – Integrated Ecommerce Innovation
Campaigns showcasing best use of 360 E-commerce highlighting marketing & advertising strategies, creatives and online experiences & activations on an ecommerce platform to carry out innovative marketing/sales methods to achieve marketing purposes and business results. Please share quantifiable results demonstrating how the campaign and any influencers or celebrities used, successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Gold Winner
Mitra Adiperkasa and Performics India for
Winning Back To School with KidzStation.Asia
Watch Video | CreditsSilver Winner
KAO and Leverate Group for
Merries - The Mobile First Journey to Diaper Dominance
Watch Video | CreditsBronze Winner
Vivo and PHD / TikTok for
vivo v27 Series with TikTok: Unlock a Seamless Experience from Discovery to Purchase
Watch Video | CreditsE-commerce marketing
Indonesia – O2O / New Retail / Innovative & New Tech Sales Channels
This award celebrates the best use of new technologies in O2O marketing, where online and offline channels and data are integrated and innovated to provide users with better participation and buying experience. The campaign should demonstrate how it used media creatively and strategically to connect with consumers and achieve the desired results / business impact. The campaign should also highlight how it used influencers or celebrities to drive brand experience / purpose, traffic, and transactions. The campaign should share quantifiable results that show the effectiveness and ROI of the O2O marketing strategy. Highlight marketing & advertising strategies, creatives capturing consumers attention, targeted and engaged audience(s), and encouraged transactions.
Gold Winner
Unilever and Grab / Mindshare / Grab Indonesia for
Unilever, Grab / Grab Indonesia and Mindshare Molto: Take the wrinkles out of your life
Watch Video | CreditsSilver Winner
Coca Cola and Mediacom / GrabAds Indonesia for
Winning football fans over during the FIFA World Cup season with Coca-Cola
Watch Video | CreditsBronze Winner
The Coca-Cola Company and WPP OpenX / Grivy for
Coke Music KPOP craze enabled by Grivy x WPP OpenX
Watch Video | CreditsCreative
Indonesia – Customer (CX) / User Experience (UX) & Design
This award focuses on a campaign/brand that provides a truly outstanding customer experience and/or user experience on a platform, or integrated platforms/omni-channel showcasing 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 achieving best B2C or B2B results.
Silver Winner
Global Digital Niaga and Wavemaker Indonesia / Wavemaker Indonesia / YMT for
From Dropout to Sold-Out: Blibli Remarketing Strategy that Reshaped Ecommerce Success
Watch Video | CreditsSilver Winner
Unilever and Mindshare Indonesia / InMobi | Glance for
Empowering Smiles: Pepsodent's Brand Purpose with #KonsultasiGigiSekarang
Watch Video | CreditsBronze Winner
Blibli and AnyMind Group / Wavemaker for
Blibli Ramadan - Playable Ad
Watch Video | CreditsCreative
Indonesia – Personalisation
Campaigns that perfect the consumer journey and create 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
Nestlé Indonesia and Smartly.io for
Lactogrow Repositioning Delivers with Hyper-Relevant Communications
Watch Video | CreditsSilver Winner
Mondelez International and Leo Burnett Indonesia for
Oreo Undercover Ads
Watch Video | CreditsBronze Winner
Global Digital Niaga and Wavemaker Indonesia / YMT / Wavemaker Indonesia for
Blibli: The Dawn Of A New Era in Remarketing with Personalisation
Watch Video | CreditsCreative
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
PT Bank Central Asia Tbk and Future Creative Network - Flock for
BCA mobile #TibaTibaTenang
Watch Video | CreditsGold Winner
Unilever and Mindshare for
Building Stronger roots in the Holy Month
Watch Video | CreditsSilver Winner
Bank OCBC NISP and Dentsu Indonesia for
OCBC - Nyala "Daripada Nyalahin Mending Nyalain"
Watch Video | CreditsBronze Winner
Reckitt and McCANN Indonesia for
From Fear to Honor – Embracing Heat & Sweat with Pride
Watch Video | Credits2023 Smarties Indonesia Industry Award Winners
Advertiser of the Year
Unilever
Brand of the Year
Oreo
Holding Agency Company of the Year
WPP Indonesia
Media Agency of the Year
Mindshare
Creative Agency of the Year
Leo Burnett Indonesia
Digital Agency of the Year
ALVA
Most Resilient Brand of the Year
Bear Brand
Publisher of the Year
Grab
Specialist Agency of the Year
Media.Monks
Enabling Technology Company of the Year
Yield Marketing Technology