ASIA-PACIFIC – SINGAPORE, AUGUST 28, 2013 – Mindshare and Soap Creative emerged as the biggest winners of the Smarties Asia Pacific 2013, bagging the Agency Network and Agency of the Year in Mobile honors, respectively.
Mindshare won awards across all five categories: a Gold in App Advertising for Lifebuoy in Malaysia with ‘Pacman returns – with superior germ protection’; a Silver in App Advertising for Idea Cellular Limited in India with ‘Hello, honey bunny!’; a Gold in Mobile Website for Kimberly-Clark in APAC with ‘Huggies’; a Silver in Messaging for Unilever media with ‘an ambient advertising model using mobile’; a Silver in Innovation for Ben & Jerry’s with ‘Ben & Jerry’s Cone & Get it’; a Bronze in Location-based for Cisco in India with ‘Connect the unconnected’; and a Bronze for Kellogg’s in India with ‘Kellogg’s Chocos mAD calls.’
Gowthaman Ragothaman, CEO of South and South East Asia, Mindshare, said: “We have recognized the need to focus on mobile some years ago and worked with key clients to explore mobile marketing: The Smarties™ awards are a validation of these on-going efforts. This is all made possible by our fantastic client partners who have been bold enough to invest in mobile and have also been duly recognized at the awards.”
Soap Creative secured four Gold trophies for its mobile campaign ‘Lynx Lunar Racer’ for Unilever across promotion, production/services launch, cross media integration and mobile app category; leading to its triumph as the Agency of the Year in Mobile.
Coca-Cola – Share a Coke and a Song was recognized as Best in Show.
The other gold winners in the inaugural edition of Smarties APAC were netCORE Solutions Pvt. Ltd. ‘Active Wheel Rural Missed Call Campaign’ for Hindustan Unilever’s Active Wheel; PHD India ‘Good Life Club’ for Hindustan Unilever / Brooke Bond Tea; Coca-Cola (Japan) Company, Limited and Bascule Inc. ‘Share a Coke and a Song’; Green Tomato ‘Choose Your Darkside’ for Hong Kong Disneyland; Maxus India ‘Nescafe Moodies’ for Nestle India; MEC India ‘How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela’ for Colgate Palmolive (India) Ltd; Comwerks ‘Starbucks Singapore App for iPhone’ for Starbucks; and Vdopia Inc. ‘Audi A3 Mobile Campaign.’
The other industry awards were conferred to Unilever as Marketer of the Year in Mobile and Cherrypicks as Enabling Technology Company of the Year in Mobile
and ‘Coca-Cola – Share a Coke and a Song’ as Best in Show.
The complete list of winners are:
MARKETING STRATEGY AWARDS
Brand Awareness
Gold: Hindustan Unilever’s Active Wheel and netCORE Solutions Pvt. Ltd.
"Active Wheel Rural Missed Call Campaign"
Silver: Unilever and Profero Shanghai/PHD Shanghai
“OMO Playpal”
Bronze: Jaguar and Madhouse Inc.
“Jaguar F-TYPE Placement Campaign”
Relationship Building / CRM
Gold: Hindustan Unilever Ltd. / Brooke Bond Tea and PHD India
“Good Life Club”
Silver: Dr. Kong Healthy Shoes Shop and The Gravitas Group
“Receipt Builds Loyalty”
Bronze: Coca-Cola (Japan) Company, Limited and Bascule Inc.
“Share a Coke and a Song”
Bronze: Starbucks and Comworks
“Starbucks Singapore App for iPhone”
Lead Generation / Direct Response / Conversion
Gold: Coca-Cola (Japan) Company, Limited and Bascule Inc.
“Share a Coke and a Song”
Silver: P&G Philippines and Mobext
“P&G In-Store Tablet Marketing Campaign”
Promotion
Gold: Unilever/Lynx and Soap Creative
“Lynx Lunar Racer”
Bronze: Colgate Palmolive (India) Ltd and MEC India
“How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela”
Bronze: KIA Motors and Yahoo!7
“KIA Big Shot”
Product / Services Launch
Gold: Unilever/Lynx and Soap Creative
“Lynx Lunar Racer”
Bronze: Samsung Asia Pte Ltd and Starcom MediaVest Group
“Ambush – Samsung Game Changing Campaign
CHANNEL / MEDIA STRATEGY AWARDS
Cross Media Integration
Gold: Unilever/Lynx and Soap Creative
“Lynx Lunar Racer”
Silver: Samsung Asia Pte Ltd and Starcom MediaVest Group
“Ambush – Samsung Game Changing Campaign”
Bronze: Hindustan Unilever Ltd. / Red Label and PHD India
“Health Challenge – 2 Million Brand Evangelists”
In-App Advertising – Gaming or Other
Gold: Lifebuoy and Mindshare
“Pac-Man returns with Superior Germ Protection!”
Silver: Idea Cellular Limited and Mindshare India
“Hello! Honey Bunny™”
Mobile App
Gold: Hong Kong Disneyland and Green Tomato Ltd.
“Choose Your Darkside”
Silver: Unilever/Lynx and Soap Creative
“Lynx Lunar Racer”
Bronze: CLEAR ANTI-DANDRUFF SHAMPOO and PHD
“CLEAR F1 FANTASY CHAMPION MOBILE GAME”
Cross Mobile Integration
Bronze: McDonald’s Singapore and Airwave
“National Breakfast Day Egg-citing use of mobile”
Messaging
Gold: Nestle India and Maxus India
“Nescafe Moodies”
Silver: Hindustan Unilever-Sunsilk and Mindshare Fulcrum Group M
“An Ambient Advertising Model Using Mobile”
Bronze: Hindustan Unilever Ltd. / Wheel and PHD India
“One Missed Call”
Mobile Website
Gold: Kimberly Clark – Huggies and Mindshare
“Huggies”
Silver: Coca-Cola (Japan) Company, Limited and Bascule Inc.
“Share a Coke and a Song”
Bronze: Ocean Park Hong Kong and The Gravitas Group
“Take You to the Pole”
ENABLING TECHNOLOGY AWARDS
Innovation
Silver: Ben & Jerry’s and InMobi and Mindshare
“Ben & Jerry’s Cone & Get it”
Location Based
Gold: Colgate Palmolive (India) Ltd and MEC India
“How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela”
Silver: Hong Kong Disneyland and Green Tomato Ltd.
“Choose Your Darkside”
Bronze: Cisco and Mindshare
“Connect the Unconnected”
mCommerce
Gold: Starbucks and Comwerks
“Starbucks Singapore App for iPhone”
Silver: McDonald’s and Mobext
“McDonald’s Ang Pao Mobile Coupons”
Video / Rich Media
Silver: Vdopia and Vdopia Inc.
“Audi A3 Mobile Campaign”
Bronze: Kellogg’s India and Mindshare India
“Kellogg’s Chocos mAD Calls™”
Bronze: P&G/Gillette and MediaCOM
“Gillette Williams F1”
INDUSTRY AWARDS
Agency of the year In mobile: Soap Creative
Enabling Technology Company of the Year in Mobile: Cherrypicks
Marketer of the Year in Mobile: Unilever
Agency Network of the Year in Mobile: Mindshare Asia-Pacific
Best In Show: Coca-Cola – Share a Coke and a Song
