Unilever, Mindshare lead SMARTIES APAC 2014 Awards
The Mobile Marketing Association has awarded the region’s best mobile marketing at the SMARTIES APAC 2014. Winners were declared in 21 categories, including two new creative categories: Best Brand Experience in Mobile Rich Media and Most Engaging Mobile Creative.
“Today, mobile is not simply a nice-to-have or must-have. Mobile is a must-do-well for brands and their agencies. Our winners tonight have demonstrated their ability communicate their brand’s story with mobile using creative concepts that lead to market performance. The SMARTIES Awards are our way of recognising key players that are doing their part for the industry. We hope by sharing their campaigns and stories, we can inspire marketers to make full use of what is in the palm of their hands: mobile,” commented Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific.
The SMARTIES APAC 2014 awards winners are:
| Award Category | Gold | Silver | Bronze |
| Brand Awareness | Hindustan Unilever/ PHD India | KIA/ MNET | Coca-Cola Japan Company – Fanta/ UM |
| Unilever – Cornetto / PHD China | |||
| Lead Generation / Direct Response / Conversion | N/A | Unilever – Rexona/ Mindshare Malaysia | Unilever – Wall’s Ice Cream/ Mindshare Malaysia |
| Unilever – Zhonghua/ PHD China | |||
| Product/ Service Launch | Unilever – Citra/ Mindshare Indonesia & InMobi | Nivea/ OMD Singapore & Airwave | Unilever – Axe/ Mindshare Indonesia & InMobi |
| Promotion | Mondelēz China/ Isobar China | Coca-Cola Japan Company – Fanta/ UM | Star India/ Mindshare India |
| Relationship Building/ CRM | Red Cross / MRM//McCann | Genki Sushi Hong Kong/ Cherrypicks Limited | N/A |
| Merries Baby Diaper/ Dentsu Thailand | |||
| Cross Media Integration | KIA / MNET | Unilever – Dove/ Mindshare Vietnam | Mondelēz China / Carat China |
| Mobile Website | N/A | N/A | McDonald’s Corporation/ Mobext Philippines |
| Messaging | N/A | Red Cross/ MRM/McCann | Adani Wilmar/ Neo Ogilvy India |
| Location Based | Coca-Cola/ Japan – Georgia/ Dentsu | N/A | Unilever – Wall’s Magnum/ Mindshare Malaysia |
| Innovation | Hindustan Unilever/ PHD India | Coca-Cola Greater China/ Isobar China | Red Cross / MRM//McCann |
| Mobile App | Coca-Cola/ Japan – Georgia/ Dentsu Inc. | KIA / MNET | Merries Baby Diaper/ Dentsu Thailand |
| In-App Advertising – Gaming or Other | N/A | N/A | Procter &Gamble – Gillette / MediaCom |
| Unilever – Wall’s Ice Cream / Mindshare Malaysia | |||
| mCommerce | N/A | McDonald’s Corporation / Mobext Philippines | PayPal / PHD & Airwave |
| Best Brand Experience in Mobile Rich Media | N/A | Unilever – Citra / Mindshare Indonesia & InMobi | Unilever – Vaseline Men / Mindshare Indonesia & Vdopia |
| Most Engaging Mobile Creative | Unilever – Zhonghua / PHD China | Universal Sony Pictures Home Entertainment Australia / Mobile Embrace’s 4th Screen Advertising Australia | Unilever – Citra / Mindshare Indonesia & InMobi |
| Unilever – Vaseline Men / Mindshare Indonesia & Vdopia |
The big winners at the SMARTIES APAC are
| Enabling Tech Company of the Year in Mobile | Mobilewalla |
| Publisher/Media Co. of the Year in Mobile | |
| Best in Show | KIA “GAME ON” |
| Agency of the Year in Mobile | Mindshare Indonesia |
| Agency Network of the Year in Mobile | Mindshare Asia-Pacific |
| Marketer of the Year in Mobile | Unilever |
An analysis of the winning entries, presented at the event by research agency and Knowledge Partner, Millward Brown, found that successful brands and marketing strategies had well-defined clarity of purpose with 70 per cent of winners identifying a specific objective of increasing sales. 80 per cent of the winners also had a precise role for mobile using the channel’s unique strengths such as location, payments, and targeting. 86 percent of winners at the SMARTIES APAC 2014 Awards used multiple channels to boost the impact of their campaigns.
Winners were selected following a process involving over 80 senior marketers and agency leaders. This year’s awards saw a 40 per cent increase in the number of entries, and judges reviewed campaigns from 15 countries across APAC before choosing winners.
“I’d like to thank all my fellow jury members for their time and valuable insight. We selected the winners after eight hours of extensive debate, and were impressed by the results achieved by some of the campaigns. We hope see a creative evolution in the industry in the years to come, as marketers become more fearless in their approach to mobile. Innovative creative work is the only way we can harness the full potential of the mobile medium,” said Jury President Ashutosh Srivastava, Chairman & CEO Asia-Pacific and Global Growth Markets, Mindshare.
The SMARTIES is the only global awards programme dedicated exclusively to mobile marketing. Country editions of the SMARTIES Awards will also be held in India on September 11, 2014 and in Vietnam on October 30, 2014.
