Mindshare India is 'Agency of the Year' at 2016 MMA Smarties APAC Awards
Unilever Asia was crowned 'Marketer of the Year in Mobile', while Mindshare Asia Pacific was the 'Agency Network of the Year in Mobile'. Mindshare India bags four Gold and 10 Bronze followed by PHD India with two Gold, a Silver and a Bronze
BestMediaInfo Bureau | Mumbai | November 29, 2016
The Mobile Marketing Association (MMA) announced winners of the 2016 Smarties Asia Pacific (APAC) Awards, held at Pan Pacific Singapore. Concluding the Smarties series for the year, the annual gala saw a full line-up of 58 award recipients in mobile strategy as well as industry-focused categories, celebrating outstanding achievements and effectiveness across the vast mobile marketing ecosystem.
Mindshare India bagged Agency of the Year in Mobile along with four Gold and 10 Bronze. PHD India bagged two Gold, a Silver and a Bronze and OMD India bagged a Bronze.
Hindustan Unilever's Active Wheel and PHD India bagged a Gold, Silver, Bronze for its campaign 'Lo Kar Lo Baat.' The agency also bagged a Gold for Hindustan Unilever's Rin.
Hindustan Unilever's Brooke Bond Red Label Tea and Mindshare India's 6 Pack Band bagged a Gold and three Bronze. Hindustan Unilever's Pureit and Mindshare India's 'Outshout or Outsmart' bagged a Gold and two Bronze.
Castrol India and Mindshare India's 'How Castrol activated mini truck driver targeted only campaign' won a Gold and two Bronze. Hindustan Unilever's Lifebuoy and Mindshare India's MMS 2.0 again won a Gold and two Bronze.
Ferrero SpA / Kinder Joy and OMD India's Kinder Joy Story Station won a Bronze.
Unilever Asia was crowned the 'Marketer of the Year in Mobile', while Mindshare Asia Pacific was the 'Agency Network of the Year in Mobile' for the campaigns such as 6 Pack Band for Brooke Bond Red Label Tea in India and Lay's Smilestagram for PepsiCo's Lay's in Thailand, among others.
Mindshare Thailand's Knorr Auntie Reply, produced for Unilever's Knorr, was presented with two Gold awards in the Lead Generation and Product/Services Launch categories. Digital Arts Network's MasterPass by MasterCard also took home two Gold awards in the Promotion and Relationship Building / CRM categories. Both campaigns were recognised as 'Best in Show'.
“It is really exciting to see that marketers are truly starting to leverage mobile's interactive capabilities to deliver real business results for brands in the region. Our industry has reached a tipping point where great strides in innovation are being taken, and technology has the ability to transform the power and impact of mobile campaign. The quality of the winning campaigns highlight the growing significance of mobile in the APAC region, and carves a promising future for the mobile marketing industry, here,” said RohitDadwal, Managing Director, Mobile Marketing Association, Asia Pacific.
Other regional brands recognised include Castrol India, Canon Singapore, Disney – Pixar, Hindustan Unilever's Active Wheel, L'Oréal, Nike and Singapore Airlines.
2016 MMA SMARTIES APAC Awards Winners
Brand Awareness
Gold
- Hindustan Unilever Limited / Active Wheel and PHD India Lo Kar Lo Baat
Bronze
- UNIQLO and hdtMEDIA UNIQLO – The New Fans Economy: A Breakthrough in Mobile Digital Marketing
- Hershey's and MRM//McCANN Hershey's Happygrams
Lead Generation
Gold
- Unilever / Knorr and Mindshare Thailand Knorr Auntie Reply
Silver
- MasterCard and Digital Arts Network MasterPass™ by MasterCard®
Bronze
- Hindustan Unilever Limited / Pureit and Mindshare India Outshout or Outsmart???
- Levi Strauss Commerce (Shanghai) Limited and OMD China The Levi's Campaign that Levi's Didn't Create
Product / Services Launch
Gold
- MasterCard and Digital Arts Network MasterPass™ by MasterCard®
Bronze
- Nike, Inc. and Mindshare China Digital-Henge: Nike takes on luxury
- Castrol India Ltd and Mindshare India How Castrol activated mini truck driver targeted only campaign
Promotion
Gold
- MasterCard and Digital Arts Network MasterPass™ by MasterCard®
Silver
- KFC and Mindshare China KFC #morningencouragement makes white collars' morning a little better
Relationship Building / CRM
Gold · Unilever / Knorr and Mindshare Thailand Knorr Auntie Reply
- Unilever / Wall's and Mindshare Thailand Wall's Man 2.0
Bronze
- Castrol India Ltd and Mindshare India How Castrol activated mini truck driver targeted only campaign
- Ferrero SpA / Kinder Joy and OMD India Kinder Joy Story Station
Social Impact / Not for Profit
Gold
- Hindustan Unilever Limited / Brooke Bond Red Label Tea and Mindshare India 6 Pack Band
Silver
- ShanghaiPRIDE and Wunderman Shanghai Holding Hands
Bronze
- SPCA Hong Kong and Razorfish (H.K.) Co. Ltd SPCA's The Truth Restaurant
Cross Media / Cross Mobile Integration
Gold
- PepsiCo / Lay's and Mindshare Thailand Lay's Smilestagram
Silver
- Hindustan Unilever Limited / Active Wheel and PHD India Lo Kar Lo Baat
Bronze
- Hindustan Unilever Limited / Brooke Bond Red Label Tea and Mindshare India 6 Pack Band
- UNIQLO and hdtMEDIA UNIQLO X KAWS – OXO Integrated Online to Offline Marketing Campaign Best Practice Case
Cross Screen Advertising
Gold
- Hindustan Unilever Limited / Pureit and Mindshare India Outshout or Outsmart???
Bronze
- Hindustan Unilever Limited / Brooke Bond Red Label Tea and Mindshare India 6 Pack Band
Marketing within a Mobile Gaming Environment
Silver
- GlaxoSmithKline Consumer Healthcare SdnBhd / Horlicks and Mindshare Malaysia Horlicks NutriQuest
- L'Oréal and Mindshare China Mobile Makeover for Gamers by L'Oréal Men Expert
Messaging
Gold
- Hindustan Unilever Limited / Lifebuoy and Mindshare India MMS 2.0
Bronze
- Hershey's and MRM//McCANN Hershey's Happygrams
Programmatic
Silver
- Unilever / Unilever Food Services (UFS) and PHD China Finding Chinese Chefs
Mobile App
Gold
- Singapore Airlines and MTT Singapore Airlines Multi-Device Roll Out
Silver
- Unilever / Knorr and Mindshare Thailand Knorr Auntie Reply
Bronze
- Nestlé Philippines / MILO and OgilvyOne Worldwide MILO Champions Band & App
Mobile Website
Bronze
- Nestlé / Mindshare China Nescafé Study Break with Instant Manga
- Unilever and Mindshare Indonesia 1001 Inspirasi Ramadan
Mobile Native
Silver
- L'Oréal and Mindshare China Hyper Targeting with L'Oréal Men Expert Comfort Max and Moji
Tablet Campaign
Gold
- Singapore Airlines and MTT Singapore Airlines Tablet App
Mobile Social
Silver
- Canon Singapore and Dentsu Singapore Canon Instazoom
Bronze
- Hindustan Unilever Limited / Brooke Bond Red Label Tea and Mindshare India 6 Pack Band
Innovation
Silver
- Canon Singapore and Dentsu Singapore Canon Instazoom
Bronze
- Hindustan Unilever Limited / Lifebuoy and Mindshare India MMS 2.0
- Hindustan Unilever Limited / Pureit and Mindshare India Outshout or Outsmart???
Location Based
Gold
- Castrol India Ltd and Mindshare India How Castrol activated mini truck driver targeted only campaign
Bronze
- L'Oréal and Mindshare China Hyper Targeting with L'Oréal Men Expert Comfort Max and Moji
- Hindustan Unilever Limited / Lifebuoy and Mindshare India MMS 2.0
Mobile Video
Silver
- Disney – Pixar and Opera Mediaworks&Dentsu Finding Dory
Bronze
- Hindustan Unilever Limited / Brooke Bond Red Label Tea and Mindshare India 6 Pack Band
Mobile Audio
Gold
- Hindustan Unilever Limited / Rin and PHD India Rin Career Ready Academy
Bronze
- Hindustan Unilever Limited / Active Wheel and PHD India Lo Kar Lo Baat
Best Brand Experience in Mobile Rich Media
Bronze
- Disney – Pixar and Opera Mediaworks&Dentsu Finding Dory
Most Engaging Mobile Creative
Gold
- Nike, Inc. and Razorfish Nike Kobe-mojis
Bronze
- Disney – Pixar and Opera Mediaworks&Dentsu Finding Dory
Industry Awards
Best in Show
- Unilever Knorr Auntie Reply
- MasterCard MasterPass™ by MasterCard®
Marketer of the Year in Mobile
- Unilever Asia
Agency Network of the Year in Mobile
- Mindshare Asia Pacific
Enabling Technology Company of the Year
- Opera Mediaworks
Agency of the Year in Mobile
- Mindshare India