Mobile Marketing Association announces Smarties shortlist

SINGAPORE - Mindshare India leads with 23 nominations in total, while Mindshare Indonesia and PHD India follow closely behind with seven and five nominations, respectively, for the Mobile Marketing Association (MMA)'s 2016 APAC Smarties Awards. 

"There was a fantastic range of entries this year that demonstrate creative thinking and strategic execution, and as always, the decision-making process was challenging," said Rohit Dadwal, managing director of the Mobile Marketing Association in Asia Pacific. "The jury panel, including myself, was impressed by the way each of the shortlisted campaigns leveraged mobile’s interactive capabilities to deliver real business results."

Among brands, Unilever stood out with 32 nominations across Indonesia, India, China and Thailand. PepsiCo came next with 11 in Vietnam, Malaysia and India.

The full shortlist:

Brand Awareness

• Active Wheel and PHD India
  Lo Kar Lo Baat
• Glaxosmithkline Consumer Healthcare Sdn Bhd and Mindshare Malaysia
  Horlicks NutriQuest
• Castrol India Ltd and Mindshare India
  How Castrol activated mini truck driver targeted only campaign.
• Mirinda - Suntory PepsiCo Vietnam Beverage and Redder Advertising
  Mirinda - Tet Full of Laughter
• UNIQLO and hdtMEDIA
  UNIQLO- The New Fans Economy: A Breakthough In Mobile Digital Marketing
• Hershey's and MRM//McCANN
  Hershey's Happygrams
• Unilever and Mindshare Indonesia 
  1001 Inspirasi Ramadan

Lead Generation

• Hindustan Unilever- Pureit and Mindshare India
  Outshout or Outsmart???
• Coca-Cola Korea company / Fanta and SLATE&AIR
  Fanta, Play NOW!
• MasterCard and Digital Arts Network
  MasterPass™ by MasterCard®
• Levi Strauss Commerce (Shanghai) Limited and OMD China
  The Levi’s Campaign that Levi’s Didn’t Create
• Friso - FrieslandCampina and Pervorm
  Friso mobile first acquisition campaign Vietnam
• Unilever/Unilever Food Services (UFS) and PHD China
  Finding Chinese Chefs
• Unilever/ Knorr and Mindshare Thailand
  Knorr Auntie Reply

Product / Services Launch

• Friesland Campina Vietnam/ Yomost and Mindshare Vietnam/ MullenLowe Vietnam
  YOMOST #YNOTDANCE - THE MOST ENGAGED DANCING TREND IN VIETNAM
• Pond's and Mindshare Indonesia and InMobi
  Pond's Acne Popcorn
• Nike and Mindshare China
  Digital-Henge: Nike takes on luxury
• KFC Malaysia and Opera Mediaworks
  KFC Breakfast
• Castrol India Ltd and Mindshare India
  How Castrol activated mini truck driver targeted only campaign.
• MasterCard and Digital Arts Network
  MasterPass™ by MasterCard®

Promotion

• Coca-Cola Korea company / Fanta and SLATE&AIR
  Fanta, Play NOW!
• KFC and Mindshare China
  KFC #Morningencouragement Makes White Collars' Morning a Little Better
• Bagpiper Whisky and Mindshare India
  How Bagpiper used India's first offline app store to connect with their audience
• MasterCard and Digital Arts Network
  MasterPass™ by MasterCard®
• Hindustan Unilever Limited/ Lifebuoy and Mindshare India
  MMS 2.0
• ASUSTeK Computer Inc. and Razorfish (H.K.) Co. Ltd
  ASUS ZenFone Zoom to Wanda

Relationship Building / CRM

• Unilever/ Knorr and Mindshare Thailand
  Knorr Auntie Reply
• Unilever / Wall's and Mindshare Thailand
  Wall's Man 2.0
• Castrol India Ltd and Mindshare India
  How Castrol activated mini truck driver targeted only campaign.
• Coca-Cola Korea company / Fanta and SLATE&AIR
  Fanta, Play NOW!
• Kinder Joy and OMD India
  Kinder Joy Story Station

Social Impact / Not for Profit

• SPCA Hong Kong and Razorfish (H.K.) Co. Ltd
  SPCA’s The Truth Restaurant
• ShanghaiPRIDE and Wunderman Shanghai
  Holding Hands
• Brooke Bond Red Label Tea and Mindshare India
  6 Pack Band
• Mindshare Indonesia / Lifebuoy and Opera Mediaworks
  Lifebuoy Handwashing Campaign
• Idea Cellular Pvt Ltd and Mindshare India
  Powering the next Gen Internet ready India

Cross Media / Cross Mobile Integration

• Active Wheel and PHD India
  Lo Kar Lo Baat
• Brooke Bond Red Label Tea and Mindshare India
  6 Pack Band
• Lay's and Mindshare Thailand
  Lay's Smilestagram
• Levi Strauss Commerce (Shanghai) Limited and OMD China
  The Levi’s Campaign that Levi’s Didn’t Create
• Google and R/GA Singapore
  PlayTown
• UNIQLO and hdtMEDIA
  UNIQLO X KAWS –OXO Integrated Online to Offline Marketing Campaign Best Practice Case
• Pepsi and Mindshare India
  Crash the Pepsi IPL
• Moto India and Mindshare India
  Moto X Force – When the Moto ShatterProof phone shattered competition dreams!
• Unilever and Mindshare Indonesia 
  1001 Inspirasi Ramadan

Cross Screen Advertising

• Hindustan Unilever- Pureit and Mindshare India
  Outshout or Outsmart???
• Brooke Bond Red Label Tea and Mindshare India
  6 Pack Band
• Cornetto / Unilever and PHD China
  Follow Your Heart, Don’t Wait
• Quaker, PepsiCo and Mindshare Malaysia
  Oatsomenya Quaker!
• Pepsi and Mindshare India
  Crash the Pepsi IPL

Marketing within a Mobile Gaming Environment

• Glaxosmithkline Consumer Healthcare Sdn Bhd and Mindshare Malaysia
  Horlicks NutriQuest
• Google and R/GA Singapore
  PlayTown
• L'Oreal and Mindshare China
  Mobile Makeover for Gamers by L'Oreal Men Expert

Messaging

• Hindustan Unilever Limited/ Lifebuoy and Mindshare India
  MMS 2.0
• Hershey's and MRM//McCANN
  Hershey's Happygrams
• OMO and SapientNitro
  Mother’s Day Digital Campaign
• Friesland Campina and Out There Media & Mindshare Vietnam
  Friso Mobile - Excellence in Relationship Marketing & Mom Loyalty Building

Programmatic

• Unilever/Unilever Food Services (UFS) and PHD China
  Finding Chinese Chefs
• Friso - FrieslandCampina and Pervorm
  Friso mobile first acquisition campaign Vietnam
• Knorr / Unilever and PHD China
  Knorr: Always On, Always Inspire
• Quaker, PepsiCo and Mindshare Malaysia
  Oatsomenya Quaker!

Mobile App

• Nestlé Philippines - MILO and OgilvyOne Worldwide
  MILO Champions Band & App
• Unilever/ Knorr and Mindshare Thailand
  Knorr Auntie Reply
• Singapore Airlines and MTT
  Singapore Airlines Multi-Device Roll Out
• Suntory Pepsico Vietnam and Mindshare Vietnam
  The Pepsi KaraIdol App
• Glaxosmithkline Consumer Healthcare Sdn Bhd and Mindshare Malaysia
  Horlicks NutriQuest

Mobile Website

• Cornetto and Isobar China
  Cornetto-Follow your heart, Don't wait
• Hershey's and MRM//McCANN
  Hershey's Happygrams
• Nestle and Mindshare China
  Nescafe Study Break with Instant Manga
• Unilever and Mindshare Indonesia 
  1001 Inspirasi Ramadan
• Pepsico/Kurkure and Mindshare India
  Avenging the extra sweet in digital space

Mobile Native

• Lazada and Opera Mediaworks
  Lazada’s “Hitting Bull’s eye in Indonesia eCommerce with native mobile first strategy” Campaign
• L'Oréal and Mindshare China
  Hyper Targeting with L'Oreal Men Expert Comfort Max and Moji
• Yum! Brands/Kentucky Fried Chicken and Facebook
  Finger Lickin 360
• Getit Infomedia Limited / AskMeBazaar.com and Opera Mediaworks
  AskmeBazaar Trailblazers the E-Commerce Landscape in India

Tablet Campaign

• Cornetto / Unilever and PHD China
  Follow Your Heart, Don’t Wait
• Singapore Airlines and MTT
  Singapore Airlines Tablet App

Mobile Social

• Hershey's and MRM//McCANN
  Hershey's Happygrams
• Brooke Bond Red Label Tea and Mindshare India
  6 Pack Band
• Levi Strauss Commerce (Shanghai) Limited and OMD China
  The Levi’s Campaign that Levi’s Didn’t Create
• Knorr and Isobar China
  Knorr China-A taste of home
• Canon Singapore and Dentsu Singapore
  Canon Instazoom
• Nike and Mindshare China
  Digital-Henge: Nike takes on luxury

Innovation

• Hindustan Unilever Limited/ Lifebuoy and Mindshare India
  MMS 2.0
• Active Wheel and PHD India
  Lo Kar Lo Baat
• Hindustan Unilever- Pureit and Mindshare India
  Outshout or Outsmart???
• Canon Singapore and Dentsu Singapore
  Canon Instazoom
• HEINEKEN and CLICK MEDIA and STARCOM
  THE STAR GIFTER
• Apple and OMD
  Apple’s CNY Gift to Mobile Advertising

Location Based

• Castrol India Ltd and Mindshare India
  How Castrol activated mini truck driver targeted only campaign.
• Rexona and Mindshare Indonesia and InMobi
  Rexona Streetview
• L'Oréal and Mindshare China
  Hyper Targeting with L'Oreal Men Expert Comfort Max and Moji
• Comfort and Mindshare Vietnam
  Personalized Tet Wish
• Kopiko78 and Telkomsel
  Kopiko 78 Unique Sampling Experience with Telkomsel
• Hindustan Unilever Limited/ Lifebuoy and Mindshare India
  MMS 2.0
• Dongfeng CIROEN and Beijing Dentsu Advertising Co., Led
  Fami-Navi

Mobile Payments

• MasterCard and Digital Arts Network
  MasterPass™ by MasterCard®

Mobile Video

• Disney - Pixar and Opera Mediaworks & Dentsu
  Finding Dory
• Brooke Bond Red Label Tea and Mindshare India
  6 Pack Band
• HEINEKEN and CLICK MEDIA and STARCOM
  THE STAR GIFTER
• Mountain Dew and Mindshare India
  Mountain dew takes the OTT world by storm by launching India’s first branded channel
• Yum! Brands/Kentucky Fried Chicken and Facebook
  Finger Lickin 360

Mobile Audio

• Pepsodent and Mindshare Indonesia
  Pepsodent Bedtime Story
• Active Wheel and PHD India
  Lo Kar Lo Baat
• Suntory Pepsico Vietnam and Mindshare Vietnam
  The Pepsi KaraIdol App
• Rin and PHD India
  Rin Career Ready Academy

Best Brand Experience in Mobile Rich Media

• Hershey's and MRM//McCANN
  Hershey's Happygrams
• Sony Pictures Singapore & Malaysia and Touch Create
  Bond Spectre
• Disney - Pixar and Opera Mediaworks & Dentsu
  Finding Dory
• Dongfeng CIROEN and Beijing Dentsu Advertising Co., Led
  Fami-Navi
• Gatorade and Opera Mediaworks
  Nothing Beats Gatorade Refresh
• Sony Pictures Singapore and Malaysia and Touch Create
  The Walk

Most Engaging Mobile Creative

• Disney - Pixar and Opera Mediaworks & Dentsu
  Finding Dory
• Yum! Brands/Kentucky Fried Chicken and Facebook
  Finger Lickin 360
• Downy and Mediacom
  Downy Indonesia #Romancehour
• National Geographic Channel and Vserv Digital Services and Flying Cursor
  NGC's How to Win at Everything launch campaign
• Nike and Razorfish
  Nike Kobe-mojis
• Chambord and Starcom Mediavest
  Chambord: For No Reason