Presenting The Smarties Türkiye 2023 Winners
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Türkiye Best In Show
Unilever and WundermanThompson Türkiye, Sobraz, PHD Turkey, Zone and Boomads for
Yumos Detergent: There is No Better
Credits
Alper Çapar, Marketing Director-Fabric Care, Unilever
Orhun Celik, Brand Manager - Yumoş, Unilever
Mert Abedi, Senior Assistant Brand Manager - Yumoş, Unilever
Melis Mutlu, Assistant Brand Manager - Yumoş, Unilever
Umit Tasli, Executive Creative Director, Wunderman Thompson
Buse Say, Creative Group Head, Wunderman Thompson
Semih Turkmen, Creative Group Head, Wunderman Thompson
Basak Ceylan, Senior Art Director, Wunderman Thompson
Zulal Isilga, Copywriter, Wunderman Thompson
Didem Ozcibir, Client Services Director, Wunderman Thompson
Melek Gokhan, Account Supervisor, Wunderman
Guliz Erkut, Account Supervisor, Wunderman
Irem Eris, Account Executive, Wunderman
Cengiz Onal, Graphic Designer, Wunderman
Melis Bircan, Senior Producer, Wunderman
Ipek Arabacioglu, Senior Producer, Wunderman
Beliz Atalay, Strategy Director, Wunderman
Türkiye Best In Show
Amazon Türkiye and Über Dijital for
Amazon Türkiye Prime Day
Credits
Hande Orhan, PR Director, Amazon Türkiye
Can Yelen, Social Media Manager, Amazon Türkiye
Elif Erten, Managing Partner, Über Dijital
Fırat Özbudak, Creative Director, Über Dijital
Purpose Driven Marketing
Türkiye – 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
Reckitt and Havas Media Türkiye for
Durex x FluTV: Kaçınılan Sorulara Tatmin Edici Cevaplar
Watch Video | CreditsGold Winner
PepsiCo and OMD Türkiye for
Lay’s Bizim Çiftçilerimizden Bizim Topraklarımızdan
Watch Video | CreditsSilver Winner
Unilever / Elidor and SOBRAZ İLETİŞİM for
ELİDOR X TOG YOUNG WOMEN SUPPORT CENTERS PROJECT
Watch Video | Credits
Bronze Winner
Unilever / OMO and SOBRAZ İLETİŞİM for
OMO Dirt For Good Campaign
Watch Video | CreditsBronze Winner
Unilever Türkiye and ZON PROJECT MANAGEMENT for
Son Damlasına Kadar Sözümüz Var
Watch Video | CreditsPurpose Driven Marketing
Türkiye – 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 / Elidor and SOBRAZ İLETİŞİM for
ELİDOR X TOG YOUNG WOMEN SUPPORT CENTERS PROJECT
Watch Video | CreditsSilver Winner
Reckitt and Havas Media Türkiye for
Durex x FluTV: Kaçınılan Sorulara Tatmin Edici Cevaplar
Watch Video | CreditsSilver Winner
Unilever and SOBRAZ İLETİŞİM for
Domestos Social Experiment Video
Watch Video | CreditsBronze Winner
Vodafone Türkiye and VMLY&R for
11 DK - Kadına Yönelik Şiddete Karşı Uluslararası Mücadele Günü
Watch Video | CreditsPurpose Driven Marketing
Türkiye – 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
Türkiye – 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.
Gold Winner
Grundig and Ingage Media / Grundig Turkey for
Grundig Ruhun Doysun Chatbot
Watch Video | CreditsSilver Winner
PepsiCo and OMD Türkiye for
Lay’s Bizim Çiftçilerimizden Bizim Topraklarımızdan
Watch Video | CreditsBronze Winner
Unilever Türkiye and ZON PROJECT MANAGEMENT for
#Temizkengüzel-Temizliğin İyiliği
Watch Video | CreditsBronze Winner
Kerevitaş-SuperFresh and Lorbi PR for
Female Stars of Argiculture
Watch Video | CreditsMarketing Impact
Türkiye – 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
Unilever and WundermanThompson Türkiye, Sobraz, PHD Turkey, Zone and Boomads for
Yumos Detergent: There is No Better
Watch Video | Credits
Silver Winner
adidas and EssenceMediacom for
adidas X Crazyfast ‘’Didn't See That Coming’’
Watch Video | Credits
Marketing Impact
Türkiye – 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.
Silver Winner
Unilever and MullenLowe Istanbul for
AXE Would Suit Him the Best
Watch Video | Credits
Bronze Winner
Unilever Türkiye and PHD Türkiye / Hepsiburada & TikTok / Unilever Türkiye for
Maximizing Unilever Home Care Brand Sales on Hepsiburada With Full Funell TikTok Approach
Watch Video | CreditsBronze Winner
The Coca-Cola Company and EssenceMediacom / VMLY&R for
What The Fanta
Watch Video | CreditsMarketing Impact
Türkiye – 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.
Bronze Winner
Vodafone Türkiye and Carat Türkiye for
Geotargeting Tailored for Sales Channel Convenience
Watch Video | CreditsMarketing Impact
Türkiye – 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.
Gold Winner
DİMES and Reklamania Creative for
DİMES Cool Lime Base | More Than It Looks
Watch Video | Credits
Silver Winner
Eczacıbaşı and Liberte Istanbul for
Bambu Katkılı, Suya Dayanıklı
Watch Video | CreditsBronze Winner
Unilever and RealWorks / Dove Turkiye for
Up in to Clouds Shower Experience
Watch Video | Credits
Marketing Impact
Türkiye – 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
Unilever Türkiye and PHD Türkiye for
Signal x Smiles are Beautiful in Every Way with the Weblink Technology Used for the First Time.
Watch Video | Credits
Silver Winner
DenizBank and adxclusive / adXclusive for
DenizBank X Türsak İlk Senaryo İlk Film Yarışması
Watch Video | CreditsSilver Winner
VODAFONE Türkiye and VODAFONE Türkiye for
Vodafone &Samsung Data Usage in Programmatic Out of Home
Watch Video | Credits
Marketing Impact
Türkiye – 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.
Marketing Impact
Türkiye – 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.
Silver Winner
Unilever and U-studio Istanbul Powered by Oliver for
The Grillmasters Are Hitting the Field
Watch Video | CreditsBronze Winner
Samsung Electronics Türkiye and Publicis Türkiye / Publicis Groupe Türkiye for
Samsung Galaxy Subway Pacers
Watch Video | CreditsImpact Media
Türkiye – 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
Eczacibasi Tuketim Urunleri San. ve Tic. A.S. and VMLY&R Istanbul for
Okey Rotar ile Anda Kal!
Watch Video | CreditsGold Winner
Unilever and WundermanThompson Türkiye, Sobraz, PHD Turkey, Zone and Boomads for
Yumos Detergent: There is No Better
Watch Video | CreditsBronze Winner
PepsiCo and OMD Türkiye for
Lay’s Bizim Çiftçilerimizden Bizim Topraklarımızdan
Watch Video | CreditsBronze Winner
Ecazacıbasi Tuketim Urunleri and Ingage Digital for
Solo Bambu TK İletişimi
Watch Video | Credits
Impact Media
Türkiye – 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.
Bronze Winner
Unilever and RealWorks for
WHO WOULD THROW AWAY A BRAND NEW SLIDE?
Watch Video | CreditsImpact Media
Türkiye – 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
DİMES and Reklamania Creative for
DİMES Cool Lime Base | More Than It Looks
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 PHD Türkiye / Unilever for
Bringing Home Care Audience to TikTok: #CleanTok
Watch Video | CreditsImpact Media
Türkiye – 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
L’Oréal Turkey and OMD Turkey for
Türkiye’nin Canlı Müzik ve Eğlence Odaklı İlk Canlı Alışveriş Deneyimi Kurgusu
Watch Video | CreditsGold Winner
Unilever and Boomads Influencer Marketing Agency for
Elidor x TOG Dayanışma Anıtı
Watch Video | CreditsSilver Winner
L'Oréal and HUMANZ for
NYX Barbie Collection Influencer Campaign
Watch Video | CreditsBronze Winner
Lipton Ice Tea and Mindshare for
Lipton Ice Tea - Real people, Real videos, a Real partnership
Watch Video | CreditsImpact Media
Türkiye – 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
Samsung and Publicis Groupe Türkiye for
Samsung Galaxy Strike Tournament
Watch Video | CreditsGold Winner
adidas and EssenceMediacom for
adidas X Crazyfast ‘’Didn't See That Coming’’
Watch Video | CreditsSilver Winner
Mondelez International and Publicis Groupe Turkiye / Mondelez International for
The Refreshing Game Changer
Watch Video | Credits
Bronze Winner
Decathlon Türkiye and The Planner Co. for
Decathlon Pixel Clean Up Day
Watch Video | CreditsImpact Media
Türkiye – 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.
Gold Winner
Unilever and RealWorks for
Elidor Generative AI Based Solidarity Monument
Watch Video | CreditsSilver Winner
Grundig and Ingage Media / Grundig Turkey for
Grundig Ruhun Doysun Chatbot
Watch Video | Credits
Emerging Tech Marketing
Türkiye – 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.
Silver Winner
Unilever and MullenLowe Istanbul for
AXE Would Suit Him the Best
Watch Video | Credits
Emerging Tech Marketing
Türkiye – 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
Unilever and PHD for
Algida Real-Time Targeting with Dynamic Creatives
Watch Video | Credits
Emerging Tech Marketing
Türkiye – 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
Türkiye – 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.
Silver Winner
Grundig and Ingage Media / Grundig Turkey for
Grundig Ruhun Doysun Chatbot
Watch Video | CreditsBronze Winner
Bilyoner and Bilyoner İnteraktif Hizmetler Aş. / Bilyoner İnteraktif Hizmetler A.Ş for
Bahista Türkiyenin İlk Yapay Zeka Tabanlı Bahis Yazarı
Watch Video | Credits
Emerging Tech Marketing
Türkiye – 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.
Emerging Tech Marketing
Türkiye – Contextual and 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.
Bronze Winner
Vodafone Türkiye and Carat Türkiye for
Geotargeting Tailored for Sales Channel Convenience
Watch Video | CreditsE-commerce marketing
Türkiye – 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.
Gold Winner
L’Oréal Turkey and OMD Turkey for
Türkiye’nin Canlı Müzik ve Eğlence Odaklı İlk Canlı Alışveriş Deneyimi Kurgusu
Watch Video | CreditsSilver Winner
Unilever and Pixiu Digital Pazarlama Hizmetleri A.S / Pixiu Digital for
Carte d'Or Gold Selection Golden Hour
Watch Video | CreditsE-commerce marketing
Türkiye – 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
L’Oréal Turkey and OMD Turkey for
Türkiye’nin Canlı Müzik ve Eğlence Odaklı İlk Canlı Alışveriş Deneyimi Kurgusu
Watch Video | CreditsSilver Winner
Unilever and PHD Media for
Scoring Big with Nogger: Innovate with Futboll Occasion in e-commerce to win
Watch Video | CreditsBronze Winner
Unilever Türkiye and PHD Türkiye / Hepsiburada & TikTok / Unilever Türkiye for
Maximizing Unilever Home Care Brand Sales on Hepsiburada With Full Funell TikTok Approach
Watch Video | CreditsBronze Winner
Vodafone Turkey and VMLY&R Istanbul for
HŞY Relaunch / Dropping the link
Watch Video | CreditsE-commerce marketing
Türkiye – 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.
Silver Winner
Unilever and PHD Media for
Co-Branding Partnership Magic: Magnum Mini's Omni Success
Watch Video | CreditsE-commerce marketing
Türkiye – 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
Silver Winner
Unilever Türkiye and PHD Türkiye / Hepsiburada & TikTok / Unilever Türkiye for
Maximizing Unilever Home Care Brand Sales on Hepsiburada With Full Funell TikTok Approach
Watch Video | CreditsSilver Winner
Unilever and U-studio Istanbul Powered by Oliver for
The Grillmasters Are Hitting the Field
Watch Video | CreditsBronze Winner
Eczacıbaşı and Liberte Istanbul for
Select Your Solo, Wipe and Pass
Watch Video | CreditsBronze Winner
Unilever and Humanz for
Magnum Mini Okazyon Odaklı Influencer Pazarlama
Watch Video | CreditsCreative
Türkiye – 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.
Bronze Winner
Ak Portföy Yönetimi and Agency Look / Netiket Bilgi Teknolojileri / Ak Portföy Yönetimi for
Türkiye's most visited asset management company website
Watch Video | CreditsCreative
Türkiye – 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.
Creative
Türkiye – 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
DİMES and Reklamania Creative for
DİMES Cool Lime Base | More Than It Looks
Watch Video | Credits2023 Smarties Turkey Industry Award Winners
Advertiser of the Year
Unilever Türkiye
Advertising Agency of the Year
MullenLowe İstanbul
Brand of the Year
Burger King
Advertising Agency of the Year
VMLY&R İstanbul
Brand of the Year
Elidor
Media Agency of the Year
OMD Türkiye
Brand of the Year
L’Oréal Paris
Digital Advertising Agency of the Year
Realworks
PR Agency of the Year
Sobra İletişim