Presenting The Smarties China 2024 Winners

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Lost in Time

China Best In Show

Jian Ai Elderly Charity Center and DENTSU CREATIVE for

Lost in Time

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LIVE AGAIN Reborn ID

China Best In Show

Kuaishou's Magnetic Engine and Kuaishou's Magnetic Engine for

LIVE AGAIN Reborn ID

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Purpose Driven Marketing

China – Brand Purpose/Activism

The Brand Purpose/Activism category recognises campaigns that harness the power of brand platforms to champion social causes or address significant societal issues. This category emphasizes the role of brands in contributing to the greater good, covering a wide range of initiatives from environmental sustainability to social, political, and economic activism. It underscores the importance of leveraging brand influence and reach to make a meaningful impact on society.

Gold

FILA,FROM NATURE TO NATURE

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Silver

Volvo and "Hear Please Answer" to protect every sense of security in life

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Bronze

The Restaurant of Silence

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Bronze

Xiangbobo charity project to help farmers

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Purpose Driven Marketing

China – Social Impact Marketing

The Social Impact Marketing category honors campaigns that leverage marketing to drive significant social change, focusing on initiatives that contribute to public service, social responsibility, and positive shifts in societal attitudes or behaviours. It recognizes efforts that go beyond conventional marketing to make a meaningful difference in the world.

Gold

Lost in Time

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Bronze

Sofy Comfort Nite's Lullaby Podcast Series

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Bronze

FILA and Nature Reconciliation "Degradable Concert"

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Marketing Impact

China – Brand Experience

The Brand Experience category honors campaigns that create immersive, memorable brand interactions, leveraging innovative strategies and technology to foster deep consumer connections and brand loyalty. Campaigns that redefine the interaction between brands and consumers, setting new standards for how brands engage, inspire, and connect with their audiences creating a 360-customer experience.

Gold

It Has To Be Heinz

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Gold

Amul: Cultivate people's hearts and let the brand take root

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Gold

Up with KFC Crazy Thursdays!

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Silver

Keep Walking Beyond Time: Johnnie Walker and GQ present "Beyond Time"

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Silver

Haidilao's Late Night Encore

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Silver

Elevit 40th Anniversary Integrated Marketing: Mom is the first person to support you

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Bronze

Rainbow Candy Theme Marketing: Jump into the rainbow and eat the rainbow

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Bronze

Sprite Summer Limited Music Label, Young Only Cool Voice

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Bronze

Coca-Cola Y3000 - 3000 Years in the Future, Imagination Without Boundaries

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Bronze

Sugden Whisky - A Mid-Autumn Festival Gift Across Time and Space, Reshaping the Cultural Fortress

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Marketing Impact

China – Instant Impact

The Instant Impact/Promotion category aims to recognize campaigns that not only creatively engage consumers but also drive immediate business results, showcasing the power of promotions in today’s competitive market. Campaigns that deliver business impact/results through creative and effective promotional tactics, driving consumer engagement and sales.

Gold

Up with KFC Crazy Thursdays!

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Silver

Heinz Christmas

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Bronze

Liushen, Smartly Enjoy Every Magical Moment

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Marketing Impact

China – Customer Life Cycle Marketing

The Customer Journey Marketing - Lead Generation/CRM Category is tailored for campaigns that have significantly enhanced the business by strategically leveraging marketing technology to nurture customer relationships and generate leads. Campaigns that have seamlessly integrated technology to map out and improve the customer journey, driving sales, loyalty, and retention.

Gold

FamilyMart 20th Anniversary, Welcome Home

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Silver

Meituan: Based on long-termism, assist transaction conversion with periodic promotions

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Silver

Saiyi Xiaohongshu, "Compete" for a New Position in the Big Track

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Marketing Impact

China – Product / Service Launch

The Product and/or Service Launch category celebrates marketing campaigns that have successfully introduced or reintroduced products or services to the market. This category recognizes the crucial role of strategic marketing in making a launch effective, highlights campaigns that have managed to capture consumer interest, generate buzz, and ultimately drive sales and market share growth from the outset.

Gold

Creatively Sell Metaphysical Tangyuan: "Persimmons Ruyi", a bit effective!

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Silver

A bottle of 82-year-old Sprite is no longer a joke

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Bronze

LegLEGO FRIENDS - BESTIES ADVENTURE AT CREATIVE LAND

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Impact Media

China – Cross Platform - All media

The Cross Digital Media Marketing category celebrates campaigns that harness the diversity of digital platforms to create an engaging, integrated, and impactful brand experience, showcasing the power of a comprehensive digital strategy. The category recognizes the importance of a unified digital strategy that spans various applications and devices (minimum of 3), including desktop, mobile, wearables, digital installations etc. Campaigns should emphasize the ability of brands to navigate the complexities of the digital landscape to develop meaningful consumer engagements that drive business impact.

Gold

Swesh enters the tennis court with strength and launches super Ace equipment

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Gold

Lost in Time

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Silver

Up with KFC Crazy Thursdays!

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Bronze

adidas Originals Trefoil A pair of classics with a thousand echoes

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Impact Media

China – Cross Platform - Digital only

The Cross Digital Media Marketing category celebrates campaigns that harness the diversity of digital platforms to create an engaging, integrated, and impactful brand experience, showcasing the power of a comprehensive digital strategy. The category recognizes the importance of a unified digital strategy that spans various applications and devices (minimum of 3), including desktop, mobile, wearables, digital installations etc. Campaigns should emphasize the ability of brands to navigate the complexities of the digital landscape to develop meaningful consumer engagements that drive business impact.

Silver

All Roads Lead to Nike Sportchella

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Bronze

Glico Biscotti, energetic companion, delicious food every moment

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Impact Media

China – Social Impact Marketing

The Social Impact Marketing category honors campaigns that leverage marketing to drive significant social change, focusing on initiatives that contribute to public service, social responsibility, and positive shifts in societal attitudes or behaviours. It recognizes efforts that go beyond conventional marketing to make a meaningful difference in the world.

Gold

A bottle of 82-year-old Sprite is no longer a joke

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Gold

Launching KFC Pictures!

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Silver

Starbucks Secret Menu | Trending-Inspired Creations

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Bronze

Caltrate VDVK2 x Red Citywalk Campaign

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Bronze

Turning Gameplay into Foreplay with Durex

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Impact Media

China – Creator/Influencer Marketing

The Creator/Influencer/Celebrity Marketing category celebrates campaigns that effectively leverage personalities to enhance brand engagement and achieve marketing objectives through authentic and persuasive collaborations. Campaigns that utilize creators, influencers, or celebrities in a strategic manner to reach and engage target audiences. Showcase creative integration of personalities into the brand narrative, resulting in enhanced consumer interaction and engagement.

Gold

Oreo's "Treasure Hunt Play Heart" detonates the video account "Planting and Harvesting in One" opens up the entire chain of brand marketing

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Silver

Coca-Cola's incredible summer release event

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Silver

Xiaohongshu Xiaomei said

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Bronze

Launching KFC Pictures!

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Bronze

FamilyMart 20th Anniversary, Welcome Home

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Impact Media

China – Gaming, Gamification & E-Sports

The Gaming, Gamification & E-Sports category recognizes campaigns that creatively integrate gaming and e-sports to engage audiences and achieve marketing objectives, leveraging interactive and immersive experiences. Campaigns that leverage mainstream gaming applications, gamification in campaigns, or e-sports activities as a significant component of the marketing strategy & how the brand is integrated into the gaming environment is used to engage consumers.

Gold

Turning Gameplay into Foreplay with Durex

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Silver

PlayStation Playmakers Gathering Stars to Play the Next Generation

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Bronze

Login Super QQ Show Mondelez Creates a New Dimension Marketing Universe

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Experience Technology

China – Data Insights

The Data Insights/Contextual Marketing category celebrates campaigns that effectively utilize data analytics and technology to deliver personalized marketing experiences. It recognizes the strategic use of customer data, insights, and contextual information to tailor marketing messages and offers that resonate with the individual preferences and behaviors of the target audience. This category underscores the importance of data-driven decision-making in crafting marketing strategies that are not only relevant but also highly engaging and effective in meeting business objectives.

Gold

Data Fusion Brings Actual Business Results to Brands

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Silver

FOTILE Customized Data and AI Empowerment, Scientifically Creates New Tactics for Low-frequency Durable Products

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Bronze

Chunyue Soda: Add a Little Balance After Meals

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Experience Technology

China – Programmatic

The Programmatic category is dedicated to improving targeting, efficiency, and effectiveness in digital advertising. This category acknowledges campaigns that leverage programmatic advertising technology for targeted, efficient ad placements, optimizing digital advertising effectiveness and ROI.

Silver

AI Meets JD Double 11, Activates New Promotion Code

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Experience Technology

China – Marketing of Things

Gold

Castrol Magnetic Protector "Use AI to Protect Every Moment"

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Bronze

Lee Kum Kee, Makes the New Year More Tasty

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Experience Technology

China – Experimental/Innovation Technology

Gold

LIVE AGAIN Reborn ID

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Silver

Snapdragon: Hear the Difference

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Bronze

-196? Black Tech Lab

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Bronze

Beauty in Diagnosis

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Experience Technology

China – AR/VR/MR/Metaverse

The Web 3.0 Technologies Marketing category includes Audio/Voice/Sonic/Spatial/AR/VR/NFT/Metaverse Tech recognizing campaigns that innovatively employ emerging technologies to craft immersive and interactive brand experiences, pushing the boundaries of consumer engagement. This category highlights campaigns that not only capture the imagination of consumers but also deepen their engagement with the brand through cutting-edge technological interactions.

Bronze

Stride: Disco in the Metaverse

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E-commerce Marketing

China – Integrated Ecommerce Innovation

The Integrated Ecommerce Innovation and Live Streaming category recognizes campaigns that excel in leveraging integrated 360 degrees digital strategies including live video content into e-commerce platform to enhance the ecommerce experience, masterfully combine various digital tools and strategies to revolutionize the ecommerce experience, driving substantial business growth and enhancing customer engagement.

Gold

FLIXONASE: Flurry Challenge

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Bronze

VIPSHOP X Fanhua Content Helps Brands Go Out of the Circle, Global Linkage Drives Business Growth

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E-commerce Marketing

China – O2O/New Retail/Innovative Sales Channels

The O2O (Online to Offline)/New Retail/Innovative & New Tech Sales Channels category celebrates campaigns that effectively bridge the gap between online and offline worlds, creating seamless consumer experiences that enhance engagement and sales through innovative retail strategies and technologies. This category recognizes the forward-thinking integration of digital and physical retail elements, utilizing new technologies and platforms to revolutionize the shopping experience, driving both online engagement and offline foot traffic.

Gold

Bactroban × Disney: Delivery in A Flash

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Silver

Rainbow Candy Theme Marketing: Jump into the rainbow and eat the rainbow

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Bronze

Unilever x Meituan 2024 Fruity Summer 1.0 Marketing Campaign

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Creative

China – CX Marketing

The Customer Experience (CX)/User Experience (UX) & Design category celebrates campaigns that excel in creating superior customer and user experiences through innovative and thoughtful design, significantly enhancing user satisfaction and engagement.

Gold

A bottle of 82-year-old Sprite is no longer a joke

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Silver

Swisse cleverly uses a nationwide tour flash mob to implement healthy fashion and make the brand tangible

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Silver

All Roads Lead to Nike Sportchella

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Bronze

Shiny for You - Shiny Meadow Sakura Campaign 2024

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Bronze

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Creative

China – AI Marketing

The AI-Powered Audience Engagement category celebrates marketing campaigns that utilize artificial intelligence to significantly enhance audience engagement. This award recognizes efforts that employ AI technologies to analyze behaviors, predict preferences, automate interactions, and personalize communications at scale. It showcases how AI can be a critical tool in understanding and connecting with audiences more deeply and effectively, leading to increased engagement, satisfaction, and loyalty.

Gold

Coca-Cola Y3000 - 3000 Years in the Future, Imagination Without Boundaries

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Gold

AI-Assisted Artists

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Silver

Snapdragon: Hear the Difference

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Bronze

Love in AI

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Creative

China – Short Video Marketing

The Short or Long Form Video category acknowledges campaigns that leverage video content to captivate audiences, utilizing creative storytelling and high production quality to achieve significant engagement and business outcomes. Highlight campaigns that leverage the power of video to convey compelling messages, drive consumer engagement, and enhance brand identity across digital and traditional platforms.

Gold

Oreo's "Treasure Hunting Playfulness" detonates the video account "Planting and Harvesting in One" opens up the entire chain of brand marketing

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Silver

Honor "Only Once" accurately presents, using moments to achieve moments

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Bronze

Xiaomi's overseas listing releases TikTok AR special effects video marketing

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Bronze

The Inseparable Chinese New Year

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Creative

China – Long Video Marketing

The Short or Long Form Video category acknowledges campaigns that leverage video content to captivate audiences, utilizing creative storytelling and high production quality to achieve significant engagement and business outcomes. Highlight campaigns that leverage the power of video to convey compelling messages, drive consumer engagement, and enhance brand identity across digital and traditional platforms.

Gold

LEGO Master - The Selfish Gifters

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Silver

Detective Jia

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Bronze

Mlily World Sleep Day [Don't sleep on a hard bed]

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Creative

China – Cultural Innovation/Innovation/Brand Crossover

Silver

Spend the summer of the band without fake makeup with DW

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Silver

Drink Minute Maid during the Chinese New Year, every village loves this flavor

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Bronze

Nestle Coffee x G318-Must drive in this life Self-driving cultural tourism project

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Bronze

Home with a champion dog, clean Ecovacs | Ecovacs x WKC dog show global marketing

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Overseas Marketing

China – Brand Overseas Marketing

Gold

Strive for victory, GEELY sets off a global racing storm

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Silver

Kuddy Coffee wins with speed and strongly occupies overseas CBD

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Bronze

Boundless steps: WALKHERO's global marketing exploration

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2024 Smarties China Industry Award Winners

Brand of the Year

Coca Cola

Creative Agency of the Year

DENTSU CREATIVE

Digital Agency of the Year

Carnivo

Enabling Technology Company of the Year

Xiaomi Ads

Holding Agency of the Year

WPP

Marketer of the Year

KFC

Media Agency of the Year

EssenceMediacom China

Most Resilient Brand of the Year

HALEON

Publisher of the Year

Tencent Advertising