2020 Smarties APAC Winners Announced by MMA

MMA unveiled the winners of the eighth Smarties APAC awards. Submissions for the mobile marketing awards were received from across the region, covering more than 20 individual categories including the new “Winning from Home” category, which paid tribute to those who’ve delivered creative and innovative ideas while working remotely due to the pandemic.

All submissions were evaluated by a 30-member pre-screening jury panel that shortlisted the entries. Winners were then selected by an independent jury of 20 senior marketing professionals led by Ravi Santhanam, Chief Marketing Officer, HDFC Bank, and Richa Goswami, Group Head of Customer and International, Global Wealth and Personal Banking, HSBC.

“A big congratulations to all the Smarties winners who continued to deliver the best and most effective mobile work in the region,” said Rohit Dadwal, Managing Director, Asia Pacific, MMA.

“I am proud to witness the many successful campaigns that marketers have managed to deliver through leveraging mobile as a medium. As mobile continues to make waves across Asia, I am keen to see how they will showcase even more innovative and transformational ideas.”

All shortlisted entries were judged on strategy, creativity, execution, and business impact. Business impact accounts for 40 percent of the entrant’s overall score, while creativity, strategy, and execution make up 20 percent each.

“We saw a lot of brilliant and inspirational work delivered by marketers who were sitting from home, coordinating with multiple agencies, and successfully communicating their brands’ key messages to the wider audience,” said Ravi Santhanam, this year’s Smarties APAC jury chair for the first day of evaluation.

“As jury members, we had very insightful yet heated discussions around the entries because we were so impressed by the standard of work. A big congratulations to all the winners.”

Aside from individual category winners, the Smarties also recognized companies for their industry-leading work. Notable winners included Coca-Cola, which clinched both accolades for Marketer and Brand of the Year.

Other winners included:

• Creative Agency of the Year: Dentsu Redder
• Agency of the Year: PHD Media China
• Technology Enabler of the Year: AdColony
• Publisher of the Year: TikTok

“This year’s entries exceeded all our expectations, and have delivered a high caliber of work,” said Richa Goswami. “We’ve seen marketers leverage emerging trends such as AI and search, and effectively using data to create connected experiences. I look forward to seeing how marketers continue to create more impactful campaigns that not only impact the brand, but also the industry and society as a whole.”

The 2020 Smarties APAC Award Winners:

Industry Awards

Best in Show
Winners: ‘Make Tết Easy Again’ With ViettelPay. Challenge Accepted!

Marketer of the Year
Winner: The Coca-Cola Company

Brand of the Year
Winner: Coca-Cola

Agency of the Year
Winner: PHD Media China

Creative Agency of the Year
Winner: Dentsu Redder

Technology Enabler of the Year
Winner: AdColony

Publisher of the Year
Winner: TikTok

Brand Awareness

GOLD
ViettelPay and Dentsu Redder / Metub (‘Make Tết Easy Again’ With ViettelPay. Challenge Accepted!)

SILVER
Google and Flipkart Ads (Ok Flipkart, deliver exceptional results)

BRONZE
Dove and Mindshare Philippines / AdColony (Dove Deo Dry Serum Mobile Campaign)

Lead Generation / Direct Response / Conversions

SILVER

• Softlogic Life and Third Shift Media Solutions & Shift / Isobar Sri Lanka / Softlogic Life Insurance PLC. (Scratch and Text to Protect Your Life)
• ZaloPay and T&A Ogilvy (ZaloPay Tet 2020)

Product / Services Launch

SILVER

• X-Men and The Purpose Group / Ogilvy / Marico SEA (X-Men F1 Special Edition – Shifting F1 Dreams To Another Gear)
• Pond’s and Mindshare Indonesia / AdColony (Pond’s Men x Star Wars Dirt Fader Mobile Campaign)

BRONZE

• Pepsi and Dentsu Redder / Mindshare (Pepsi Ngõ – Embrace the Soul Of North Social Life Culture)
• Dancow Nutritods and Mindshare / Wunderman Thompson / Nestlé Indonesia (Dancow Nutritods 2020)

Promotion

SILVER
Google and Flipkart Ads (Ok Flipkart, deliver exceptional results)

Relationship Building / CRM

GOLD
Didi Ride Hailing App and PHD Media (Didi Roast)

SILVER
Castrol and Mindshare / Adtima / Castrol BP Petco (With You on The Road Ahead)

Social Impact / Not for Profit

GOLD
Indian Police Forces and MullenLowe Lintas Group / Mogae Media (for Mumbai Police and Punjab Police) ( #IAmAlsoIndianPolice)

SILVER
Rexona and RED COMMUNICATION / Mindshare Indonesia (Gerak Tak Terbatas (Unlimited Moves))

BRONZE
Provincial Electricity Authority and Mojito / Media Donut / TikTok (PEA #SafeInTheRain)

Cross Media

GOLD
Didi Ride Hailing Application and PHD Media (Love My City)

SILVER
Bear Brand and Mindshare / Ogilvy / Nestle Indonesia (Bear Brand Bisa Banget)

Cross Mobile Integration

GOLD
Berocca and Carnival / Mediacom (Berocca – Get Supercharged At 2pm)

SILVER
X-Men and The Purpose Group / Ogilvy / Marico SEA (X-Men F1 Special Edition – Shifting F1 Dreams To Another Gear)

BRONZE
Google APAC and Toaster (Google Shopping Answers Made Easy)

Mobile App Advertising

GOLD
Sephora and Mobile Now Group (Live Streaming on Ecommerce Mini Program)

SILVER
Intel and Flipkart Internet Private Limited (Flipkart uses audience Intel to set new benchmarks)

BRONZE
Google and Flipkart Ads (Ok Flipkart, deliver exceptional results)

Programmatic and Machine Learning

GOLD
McDonald’s and OMD / Leo Burnett and Arcade / The Trade Desk (The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year)

SILVER
UnionBank and Appier (UnionBank: Putting the Power of Personal Finance into Customers’ Hands)

Mobile Gaming, Gamification & E-Sports

GOLD
Warrior Energy Drink and TKL Corporation / Ogilvy, Clickmedia (GET YOUR HEAD BACK INTO THE GAME)

SILVER
dtac and OMD / POKKT (dtac Free fire)

BRONZE
Sonic and Mindshare Philippines / AdColony (Sonic the Hedgehog, Catch Him If You Can)

Mobile Social

GOLD
ZaloPay and T&A Ogilvy (ZaloPay Tet 2020)

SILVER
Spotify and UM Singapore / Twitter Asia Pacific (Redefining concert experiences with Spotify on Stage)

BRONZE
X-Men and The Purpose Group / Ogilvy / Marico South East Asia (X-Men F1 Special Edition – Mood Lifting Squad)

Banners & Rich Media Advertising

SILVER
Yale and TenMax ad Tech Lab (Unlock Brand Potential: Breaking the Glocalization Wall with Data-driven Creatives)

Innovation

GOLD
Mastercard and Carat / Octagon (Japan 2019 Rugby World Cup)

SILVER
Friesland Campina – Frisian Flag and ADA Asia / AdColony (Frisian Flag 123 “Catch to Grow” AR Mobile Campaign)

Location-Based Services or Targeting

SILVER
McDonald’s and OMD / Leo Burnett and Arcade / The Trade Desk (The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year)

BRONZE
Marriott International and Publicis Media APAC / Adsquare (Marriott F&B – O2O Measurement)

Mobile Video

GOLD
Coca-Cola and Dentsu MCGARRYBOWEN (COCA-COLA – EXTEND YOUR TET TABLE, CREATE MORE MEANINGFUL CONNECTIONS THIS TET)

SILVER
ViettelPay and Dentsu Redder / Metub (‘Make Tết Easy Again’ With ViettelPay. Challenge Accepted!)

BRONZE
Dove and Mindshare Philippines / AdColony (Dove Deo Dry Serum Mobile Campaign)

Mobile Audio / Voice

GOLD
dtac and UM Thailand / POKKT (dtac CallMe VDO First Voice Detection Banner)

SILVER
Biti’s Hunter and Dentsu Redder / ANTS (Biti’s Hunter Street – The First #Proudlymadeinvietnam)

BRONZE
Tata Altroz and MullenLowe Lintas Group (A car that sells itself)

Purposeful Marketing

GOLD

• Coca-Cola and Circus Digital / Mediacom (For the Human Race, For the Act, Not Ad)
• Dettol and Publicis Media / Innity (Malaysia), Innity (Singapore), Starcomm (Singapore) / TikTok (Dettol TikTok #HandWashChallenge)

SILVER
Biti’s Hunter and Dentsu Redder / Carat (Biti’s Hunter Canvas of Pride)

Seamless Consumer Experience

GOLD
Coca-Cola and Circus Digital / Mediacom (Coca-Cola Virtual Foodfest)

SILVER
UnionBank and OMD Philippines / AdColony (Bank the Way You Live by UnionBank)

Best Use of Mobile to Drive Sales

SILVER
Softlogic Life and Third Shift Media Solutions & Shift / Isobar Sri Lanka / Softlogic Life Insurance PLC. (Scratch and Text to Protect Your Life)

BRONZE
Perfetti Van Melle India (Center fresh) and Creativeland Asia / PR Pundit / Perfetti Van Melle India (Center Fresh) (Center Fresh-Stay Fresh Behind the Mask)

Innovation & Creativity

GOLD
Volkswagen Group Import Company Limited and PHD Media (VW Deep Fake)

Home Production

GOLD
Nescafé and Publicis / Mindshare / Nestlé Indonesia (Nescafé – A cup from home)

SILVER
IM3 Ooredoo and Mata Angin / PHD (The Reconnecting Track)

BRONZE
Perfetti Van Melle India (Center fresh) and Creativeland Asia / PR Pundit / Perfetti Van Melle India (Center Fresh) (Center Fresh-Stay Fresh Behind the Mask)

Best Brand Experience in Mobile Rich Media

SILVER
S-26 Procal GOLD and Mindshare / Ogilvy / Nestle Indonesia (Wyeth S26 AR Book)

Most Engaging Mobile Creative

GOLD
dtac and UM Thailand / POKKT (dtac CallMe VDO First Voice Detection Banner)

SILVER
Spotify and UM Singapore / Twitter Asia Pacific (Redefining concert experiences with Spotify on Stage)

Best Data-Driven Display Creative

GOLD
Clear and T&A Ogilvy / Mindshare (Toc Tien AI Influencer)

SILVER
Wall’s and Mindshare Indonesia / AdColony (Wall’s Pemilan Mobile Campaign)

BRONZE
Breeze and Mindshare Philippines / InMobi (Unilever Leverages First-Party Data to Drive Insights and Personalization at Scale)