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APAC mobile awards shortlist revealed

The shortlist has been announced for Asia Pacific’s first Smarties awards for mobile marketing.

More than 60 per cent of the shortlist was made up of entries from India, China and Singapore, and 40 per cent of entries were from FMCG firms.

73 campaigns from 12 markets across the region are included.

The shortlist in full:

Brand awareness

Hindustan Unilever’s Active Wheel and netCORE Solutions Pvt. Ltd. 
“Active Wheel Rural Missed Call Campaign”

Guinness Anchor Berhad and DNA Three Sixty Sdn Bhd
“GAB Drink Sensibly Festive Campaign 2012”

Jaguar and Madhouse Inc.
“Jaguar F-TYPE Placement Campaign”

Unilever and Profero Shanghai/PHD Shanghai
“OMO Playpal”

Hindustan Unilever Ltd. / Wheel and PHD India
“One Missed Call”

Product/services launch

Adidas and InMobi with iProspect 
“Adidas Boost”

Samsung Asia Pte Ltd and Starcom MediaVest Group
“Ambush – Samsung Game Changing Campaign

Jaguar and Madhouse Inc.
“Jaguar F-TYPE Placement Campaign”

Unilever/Lynx and Soap Creative
“Lynx Lunar Racer”

Microsoft and Vdopia Inc
“Microsoft Windows 8 Mobile Campaign”

Samsung and ad2c India Pvt. Ltd.
“Samsung Galaxy Grand – It’s BIGGER Than Yours!!”

Relationship building/CRM

Budweiser and Renren Inc.
“Budweiser beer’s ‘See You in New Year Festival’ Campaign”

Hindustan Unilever Ltd. / Brooke Bond Tea and PHD India
“Good Life Club”

Dr. Kong Healthy Shoes Shop and The Gravitas Group
“Receipt Builds Loyalty”

Coca-Cola (Japan) Company, Limited and Bascule Inc.
“Share a Coke and a Song”

Starbucks and Comworks
“Starbucks Singapore App for iPhone”

Mobile website

Kimberly Clark – Huggies and Mindshare
“Huggies”

Glico and mJoule/Mindshare
“Pocky Love Draw”

Coca-Cola (Japan) Company, Limited and Bascule Inc.
“Share a Coke and a Song”

Ocean Park Hong Kong and The Gravitas Group
“Take You to the Pole”

Video/rich media

Vdopia and Vdopia Inc.
“Audi A3 Mobile Campaign”

Kellogg’s India and Mindshare India
“Kellogg’s Chocos mAD Calls™”

DBS Bank and Mobext
“DBS Multi-Cash Catch”

P&G/Gillette and MediaCOM
“Gillette Williams F1”

Samsung Galaxy S4 Group Play and Snap Mobile c/o Pixel Media HK Limited
“Samsung Galaxy S4 – In-App Rich Media”

P&G/SKII and MediaCOM
“SKII FTE & WSS”

Innovation

Ben & Jerry’s and InMobi
“Ben & Jerry’s Cone and Get It”

Colgate Palmolive (India) Ltd and MEC India
“How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela”

Nestle India and Maxus India
“Nescafe Moodies”

Hindustan Unilever Ltd. / Wheel and PHD India
“One Missed Call”

Demand Side Platforms (DSPs) and Smaato Pte Ltd
“Smaato Mobile RTB: Driving Hyper Growth Rates”

Cross mobile integration

McDonald’s Singapore and Airwave
“National Breakfast Day Egg-citing use of mobile”

In-app advertising/gaming

Idea Cellular Limited and Mindshare India
“Hello! Honey Bunny™”

CLEAR ANTI-DANDRUFF SHAMPOO and PHD
“CLEAR F1 FANTASY CHAMPION MOBILE GAME”

P&G/Gillette and MediaCOM
“Gillette Williams F1”

KFC and Mindshare
“KFC Triple Treat”

Lifebuoy and Mindshare
“Pac-Man returns with Superior Germ Protection!”

Perfetti Van Melle India and Maxus Iddia
“Perfetti Scripted a Murder Mystery on Mobile”

Lead generation/direct response/conversion

Hotels.com and Fetch
“Hotels.com APAC Mobile Marketing Strategy”

Colgate Palmolive (India) Ltd and MEC India
“How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela”

Samsung Mobile and AD2C India Pvt Ltd
“Incredible Art Piece – Finger Crafted for a Guinness World Record!”

P&G Philippines and Mobext
“P&G In-Store Tablet Marketing Campaign”

Coca-Cola (Japan) Company, Limited and Bascule Inc.
“Share a Coke and a Song”

Promotion

Colgate Palmolive (India) Ltd and MEC India
“How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela”

KIA Motors and Yahoo!7
“KIA Big Shot”

Unilever/Lynx and Soap Creative
“Lynx Lunar Racer”

McDonald’s Singapore and Airwave
“National Breakfast Day Egg-citing use of mobile”

Nestle – Singapore and Mobext
“Nestle / FairPrice Xmas Promotion”

My EG and Vserv.mobi
“Rewards for Renewal”

Cross media integration

adidas and ISOBAR China
“adidas NEO FW12 branding campaign”

Samsung Asia Pte Ltd and Starcom MediaVest Group
“Ambush – Samsung Game Changing Campaign”

Hindustan Unilever Ltd. / Red Label and PHD India
“Health Challenge – 2 Million Brand Evangelists”

KIA Motors and Yahoo!7
“KIA Big Shot”

Unilever/Lynx and Soap Creative
“Lynx Lunar Racer”

Unilever and Profero Shanghai/PHD Shanghai
“OMO Playpal”

Pring and e-business (Pvt) Ltd
“Sprite Cricket Next”

Messaging

Hindustan Unilever-Sunsilk and Mindshare Fulcrum Group M
“An Ambient Advertising Model Using Mobile”

Nestle India and Maxus India
“Nescafe Moodies”

Hindustan Unilever Ltd. / Wheel and PHD India
“One Missed Call”

Hindustan Unilever Ltd./Pepsodent Toothpaste and PHD India
“Passing Smile”

Location based

Hong Kong Disneyland and Green Tomato Ltd.
“Choose Your Darkside”

Cisco and Mindshare
“Connect the Unconnected”

Colgate Palmolive (India) Ltd and MEC India
“How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela”

ORBIS Hong Kong and Hotmob Limited
“ORBIS Moonwalkers iPhone App”

Mobile app

Star India Private Limited and Mindshare India
“Mobile is my Addiction; Cricket is my Religion™”

Hong Kong Disneyland and Green Tomato Ltd.
“Choose Your Darkside”

CLEAR ANTI-DANDRUFF SHAMPOO and PHD
“CLEAR F1 FANTASY CHAMPION MOBILE GAME”

Guinness Anchor Berhad and DNA Three Sixty Sdn Bhd
“GAB Drink Sensibly Festive Campaign 2012”

Unilever/Knorr and PHD Taiwan
“Knorr No.1 Recipe APP”

Unilever/Lynx and Soap Creative
“Lynx Lunar Racer”

Hotels.com and Hotels.com
“Mobile app”

M-commerce

McDonald’s and Mobext
“McDonald’s Ang Pao Mobile Coupons”

Starbucks and Comwerks
“Starbucks Singapore App for iPhone”

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