Presenting The Smarties X Global 2023 Winners
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Smarties X Global Best In Show
LVMH and Mindshare for
Louis Vuitton's Destination Aranya
Credits
Emmanuelle Boutet, Vice President, Louis Vuitton
Susan Lu, Media & Digital Director, Louis Vuitton
Benjamin Condit, CEO, Mindshare China
Jimmy Kuo, Managing Director, L'Atelier China
Lauren Cadman, Strategy Deputy General Manager, L'Atelier China
Echo Feng, Business Director, L'Atelier China
Kayla Xu, Strategy Director, L'Atelier China
Pierre Xu, Deputy General Manager, Mindshare China
Purpose Driven Marketing
Smarties X Global – 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.
Silver Winner
Unilever / Cif and SOBRAZ İLETİŞİM for
Cif - Beautiful When Clean Project
Watch Video | Credits
Purpose Driven Marketing
Smarties X Global – 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.
Silver Winner
Biti' s and dentsu Redder for
How Biti’s a footwear brand proves its national brand position by celebrating 40 years of Vietnam progress in 1.6 seconds
Watch Video | CreditsSilver Winner
Foundation to Combat Antisemitism and Mindshare for
#StandUpToJewishHate
Watch Video | Credits
Purpose Driven Marketing
Smarties X Global – 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.
Purpose Driven Marketing
Smarties X Global – Sustainability
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.
Bronze Winner
Suntory PepsiCo Vietnam Beverage and Publicis Media / Dentsu Redder, Unigons Vietnam for
Aquafina Ripple Maker Community - Green is a new Blue
Watch Video | Credits
Marketing Impact
Smarties X Global – 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.
Marketing Impact
Smarties X Global – 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
BP and Mindshare for
Castrol's Amateur Esports League: Leveling Up the Customer Relationship
Watch Video | Credits
Silver Winner
The Wine Group and AdTheorent for
Cupcake Vineyards Summer of Joy Digital Advertising Campaign
Watch Video | CreditsMarketing Impact
Smarties X Global – 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.
Gold Winner
Suntory PepsiCo Vietnam Beverage and Publicis Media / Dentsu Redder, Unigons Vietnam for
Aquafina Ripple Maker Community - Green is a new Blue
Watch Video | CreditsSilver Winner
Unilever and Mindshare for
Lifebuoy Tet 2022 - The Safe Ticket Home
Watch Video | CreditsBronze Winner
ABBOTT/ Ensure Gold and Publicis Worldwide for
ENSURE GOLD Go Ahead Stronger, Together
Watch Video | CreditsMarketing Impact
Smarties X Global – 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.
Marketing Impact
Smarties X Global – 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.
Silver Winner
Unilever and Mindshare for
P/S - WHEN WAS THE LAST TIME YOU MET A DENTIST?
Watch Video | CreditsSilver Winner
VIETJET and PMAX for
VIETJET - PERSONALIZATION WITH REAL-TIME DATA
Watch Video | CreditsBronze Winner
Unilever and PHD for
Elidor X TOG Young Women Support Centers & Solidarity Monument on Our Own Pathı
Watch Video | CreditsMarketing Impact
Smarties X Global – Co-branded Marketing
Success of a co-branded 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 busines impact metrics hinged on collaboration as a key element to the success of the campaign.
Silver Winner
Delivery Hero and Carat Media for
Deliver World Cup to Your Home
Watch Video | CreditsMarketing Impact
Smarties X Global – Small Budget, Big Impact
The campaigns should demonstrate how they maximized the impact of their limited resources and delivered measurable outcomes. The budget range for this category is from $5k to $25k. Entries should include a clear description of the campaign objectives, strategy, execution, and results, as well as evidence of the budget spent.
Gold Winner
Barkath Co-Ro Manufacturing Sdn Bhd and Mindshare for
Sunquick FoodPanda Mixologists
Watch Video | CreditsSilver Winner
Unilever and U-studio Istanbul Powered by Oliver for
The Grillmasters Are Hitting the Field
Watch Video | CreditsBronze Winner
Unilever and Pixiu Digital Pazarlama Hizmetleri A.S / Pixiu Digital Pazarlama Hizmetleri A.Ş for
ATELIER GELARTO HACK THE MOVIE
Watch Video | CreditsImpact Media
Smarties X Global – 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
Foundation to Combat Antisemitism and Mindshare for
#StandUpToJewishHate
Watch Video | CreditsSilver Winner
Suntory PepsiCo Vietnam Beverage and Publicis Media / Dentsu Redder, Unigons Vietnam for
Aquafina Ripple Maker Community - Green is a new Blue
Watch Video | CreditsImpact Media
Smarties X Global – 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
Master Kong and Mindshare for
KangShiFu: Propelling Restaurants to Stardom
Watch Video | CreditsBronze Winner
GHTK and dentsu Redder for
How GHTK disrupted the last-mile delivery category in Vietnam with the repositioning campaign of high empathy to their customer
Watch Video | CreditsImpact Media
Smarties X Global – 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.
Silver Winner
Master Kong and Mindshare for
KangShiFu: Propelling Restaurants to Stardom
Watch Video | CreditsSilver Winner
Nestle and Nestle/La Vie for
Connecting with Nature, Regenerating the Youth - La Vie's success story
Watch Video | CreditsBronze Winner
Unilever and Mindshare for
Sunlight Floorcare – Sorry for your inconvenience
Watch Video | CreditsImpact Media
Smarties X Global – 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.
Bronze Winner
Unilever and MullenLowe Lintas for
Vim Black. Fake Product, Real Impact.
Watch Video | Credits
Impact Media
Smarties X Global – 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
Techcombank and dentsu Redder for
How Techcombank gamified transaction experiences, turning their bank app into the first banking entertainment loyalty hub?
Watch Video | CreditsBronze Winner
Nestle and Dentsu / Digital Turbine Inc. for
Mobile Gamification Slays Monstrous Industry Benchmarks in KitKat Mudik BreakHunt Campaign
Watch Video | CreditsImpact Media
Smarties X Global – Social Messaging / Chat Apps / Text Messaging
Campaigns that demonstrate the innovative and creative use of social messaging apps and text messaging (SMS/MMS, RCS) to communicate to a targeted audience to market, inform or help customers in pursuit of brand growth & success having a significant impact on the business as a results.
Silver Winner
Unilever and Mindshare for
P/S - WHEN WAS THE LAST TIME YOU MET A DENTIST?
Watch Video | CreditsBronze Winner
Unilever and Mindshare for
Surf Sisters - Unlocking Mekong Delta
Watch Video | CreditsEmerging Tech Marketing
Smarties X Global – 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.
Gold Winner
ABBOTT and ABBOTT for
HOW DID ABBOTT VIETNAM UTILIZE MASSIVE FIRST-PARTY DATA INSIGHTS TO UPLIFT LIFETIME VALUE BY +47%?
Watch Video | CreditsSilver Winner
Akbank and Akbank for
Akbank- Unleashing Power of Conversational Sales
Watch Video | CreditsBronze Winner
Unilever and Mindshare for
Lifebuoy Pride - The Discrimination Removal
Watch Video | CreditsEmerging Tech Marketing
Smarties X Global – 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
Choctaw Casinos & Resorts and The Richards Group / AdTheorent for
Choctaw Casinos & Resorts Table Games Digital Advertising Campaign
Watch Video | CreditsSilver Winner
Unilever and Mindshare for
P/S - WHEN WAS THE LAST TIME YOU MET A DENTIST?
Watch Video | CreditsBronze Winner
The Wine Group and AdTheorent for
Cupcake Vineyards Summer of Joy Digital Advertising Campaign
Watch Video | CreditsEmerging Tech Marketing
Smarties X Global – Performance Marketing
This category recognises a campaign where brand and performance have combined to drive success for a brand. It could be a focus on using integrated creative strategies to drive lower CPA, sharing data to fuel returns or working together in a collaborative manner. Whether it’s affiliate marketing working with paid search, paid social working with display advertising, or another combination of results-based marketing, we’re rewarding a company or team that has combined two or more activities for great results.
Gold Winner
ABBOTT and ABBOTT for
HOW DID ABBOTT VIETNAM UTILIZE MASSIVE FIRST-PARTY DATA INSIGHTS TO UPLIFT LIFETIME VALUE BY +47%?
Watch Video | Credits
Bronze Winner
Unilever and PHD for
Algida Real-Time Targeting with Dynamic Creatives
Watch Video | CreditsEmerging Tech Marketing
Smarties X Global – 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.
Emerging Tech Marketing
Smarties X Global – 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
Hinz&Kunzt / Hamburger Kunsthalle and MEDIAPLUS / Philipp und Keuntje / Mantikor for
The Homeless Gallery
Watch Video | CreditsSilver Winner
AkzoNobel and Carnival Entertainment for
Dulux - Enjoy the moment - Painting AI Dreams
Watch Video | CreditsEmerging Tech Marketing
Smarties X Global – 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.
Gold Winner
Global Digital Niaga and Wavemaker / Wavemaker/YMT for
Smile to Unlock: E-commerce Discounts Meet Joyful Engagement
Watch Video | CreditsSilver Winner
The Coca-Cola Company and EssenceMediacom for
Beating the Heat with Context and Content
Watch Video | Credits
Emerging Tech Marketing
Smarties X Global – Contextual 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
Choctaw Casinos & Resorts and The Richards Group / AdTheorent for
Choctaw Casinos & Resorts Table Games Digital Advertising Campaign
Watch Video | CreditsBronze Winner
Unilever and Mindshare for
Lifebuoy Tet 2022 - The Safe Ticket Home
Watch Video | CreditsEmerging Tech Marketing
Smarties X Global – 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.
Bronze Winner
Suntory PepsiCo Vietnam Beverage and Publicis Media for
ROCKSTAR - 3D PROJECTION MAPPING EVENT
Watch Video | CreditsE-commerce marketing
Smarties X Global – Live (Streaming) E-commerce
Campaigns showcasing best use of content through live streaming highlighting marketing & advertising strategies, creatives capturing consumers attention, interaction and engagement that encourage transactions. Please share quantifiable results demonstrating how the influencers or celebrities used in the campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Bronze Winner
Unilever and Pixiu Digital Pazarlama Hizmetleri A.S / Pixiu Digital for
Carte d'Or Gold Selection Golden Hour
Watch Video | CreditsE-commerce marketing
Smarties X Global – 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
Nestle and OpenMind/WPP / Nestle/La Vie for
HOW LA VIE 19 LITERS TRANSFORMS ITS BUSINESS MODEL
Watch Video | CreditsBronze Winner
Heineken and Leo Burnett for
HEINEKEN SILVER From Gems to Silver
Watch Video | CreditsE-commerce marketing
Smarties X Global – 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.
Bronze Winner
The Coca-Cola Company and WPP OpenX / Grivy for
Frestea Ramadan enabled by Grivy x WPP OpenX
Watch Video | CreditsE-commerce marketing
Smarties X Global – Social / Influencer Commerce
Campaigns showcasing best use of social platform / influencers or celebrities highlighting new community sales models & advertising strategies, creatives capturing consumers attention, interaction and engagement that encourage transactions. Pls share quantifiable results demonstrating how the influencers or celebrities used in the campaign successfully drove brand experience / purpose, traffic, resulting in business impact and ROI
Creative
Smarties X Global – 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
Heineken and Leo Burnett for
HEINEKEN SILVER From Gems to Silver
Watch Video | CreditsBronze Winner
Shell and EssenceMediacom / Click Media for
Ride On Father, Ride On Child
Watch Video | CreditsBronze Winner
Techcombank and dentsu Redder for
How Techcombank made the promotion A CELEBRITY itself & became the most sought after bank-made celebrity this Tet?
Watch Video | CreditsCreative
Smarties X Global – 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
GLOBAL DIGITAL NIAGA and WAVEMAKER / WAVEMAKER / YMT for
From Dropout to Sold-Out: A Remarketing Strategy that Reshaped Ecommerce Success
Watch Video | CreditsSilver Winner
ABBOTT and ABBOTT for
HOW DID ABBOTT VIETNAM UTILIZE PERSONALIZATION AT SCALE TO UPLIFT LIFETIME VALUE BY +47%?
Watch Video | CreditsCreative
Smarties X Global – 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.
Bronze Winner
Qualcomm and Mindshare for
Qualcomm: Discover China's Endemic Species
Watch Video | Credits2023 Smarties X Global Industry Award Winners
Swipe to scroll through the gallery
Enabling Technology Company of the Year
AdTheorent
Publisher of the Year
TikTok
Most Resilient Brand of the Year
Cif
Creative Agency of the Year
Leo Burnett KSA
Media Agency of the Year
Mindshare China
Global Agency Network of the Year
Mindshare
Holding Agency Company of the Year
WPP
Brand of the Year
Dove
Advertiser of the Year
Unilever