News

Unilever dominates mobile awards shortlist

The shortlist has been revealed for the Mobile Marketing Association’s Smarties APAC Awards, an event to find the best mobile marketing campaigns in Asia.

Campaigns for Coca-Cola, Visa, McDonald’s and Paypal are among the finalists, but Unilever dominates the shortlist.

Among the contenders for Unilever was ‘Clear My Kool Vietnam’ by Mindshare.

The MMA says that entries for the awards have risen by 40 per cent increase this year.

The finalist list in full:

Brand Awareness

Fanta, Coca-Cola (Japan) Company, Limited and UM
“Solve the Puzzles, Get Back the Fruit!”

KIA and MNET
“KIA “GAME ON””

MetLife and BBDO & Proximity South China
“MetLife Infinity App”

Unilever Indonesia and Mindshare Indonesia and Vserv
“Axe Apollo”

Hindustan Unilever and PHD India
“Kan Khajura Teshan”

Unilever China Walls Cornetto (icecream) and PHD China
“Cornetto – Express love in 8 seconds”

Gillette – P&G and Mediacom Singapore
“Real Racing 3 with Gillette”

Lead Generation / Direct Response / Conversion

Hindustan Unilever and PHD India
“Kan Khajura Teshan”

Unilever/ Zhonghua (Oral Care) and PHD China
“Zhonghua – One Hundred Million Smiles”

Rexona and Mindshare
“Rexona Move – The World’s Longest Relay Race”

Unilever Indonesia / CLEAR and Mindshare Indonesia
“CLEAR Ayo Indonesia Bisa Y2”

Unilever / Wall’s Ice Cream and Mindshare Malaysia
“Wall’s on Waze – ‘Drive-ing’ Impulse Purchase”

Fanta, Coca-Cola (Japan) Company, Limited and UM
“Solve the Puzzles, Get Back the Fruit!”

Promotion

Hindustan Unilever and PHD India
“Lux Be the Star”

Mondelēz and Isobar
“OREO Family Emojies”

AXE and InMobi and Mindshare Indonesia
“AXE University”

Star India Pvt Ltd and Mindshare
“Being a Celebrity’s friend is easy!!”

Fanta and Coca-Cola (Japan) Company, Limited
“Solve the Puzzles, Get Back the Fruit!”

Pepsico India Private Limited and Mindshare, GroupM
“Mountain Dew organizes the Biggest heist of India”

Captain America and Vdopia Inc.
“Even Superheroes need Mobile”

Product / Services Launch

HTC/ HTC One Max and InMobi and PHD Malaysia
“HTC Hijack”

Unilever/ Cornetto and Mindshare Asia Pacific, a division of GroupM Asia Pacific Holdings Pte Limited
“Cornetto RED”

Unilever Indonesia and Mindshare Indonesia and InMobi
“Citra Night Call”

Unilever / Axe and Mindshare Indonesia & InMobi
“Axe University”

Nivea and OMD Singapore/Airwave
“Gains without Stains”

Cross Media Integration

KIA and MNET
“KIA “GAME ON””

Hindustan Unilever and PHD India
“Lux Chennai Express”

Samsung Asia Pte Ltd and Starcom MediaVest Group
“Turning A Billboard Into A Wonderphone”

Mondelēz China and Carat China
“’Play Together’ with Oreo Creates Moments of Connection in China”

Unilever / Dove Shampoo and Mindshare
“Dove Selfie”

Unilever/ Zhonghua (Oral Care) and PHD China
“Zhonghua – One Hundred Million Smiles”

Relationship Building / CRM

Kao Men’s Biore and D2C (Taiwan) Inc.
“Honey Call App”

Red Cross and MRM//McCann
“The Red Cross Connection”

Unilever and Cherrypicks Limited
“Small Action, Big Difference”

castrol India pvt ltd and Mindshare
“Appiness for the biker by the biker”

Merries Baby Diaper and Dentsu (Thailand) Ltd.
“Merries Babysitter”

Unilever Indonesia / CLEAR and Mindshare Indonesia
“CLEAR Ayo Indonesia Bisa Y2”

Genki Sushi Hong Kong Limited and Cherrypicks Limited
“Genki Sushi Member Recruitment App”

In-App or Gaming Advertising

Unilever/ Zhonghua (Oral Care) and PHD China
“Zhonghua – One Hundred Million Smiles”

Unilever China Walls Cornetto (icecream) and PHD China
“Cornetto – Express love in 8 seconds”

Idea Cellular India Pvt Ltd and Mindshare
“Idea Movies”

Unilever / Wall’s Ice Cream and Mindshare Malaysia
“Wall’s on Waze – ‘Drive-ing’ Impulse Purchase”

P&G/Gillette and MediaCom
“Real Racing 3 with Gillette”

Messaging

Unilever Indonesia and Out There Media and Mindshare Indonesia
“Sunsilk Indonesian Idol 2014 (Indonesia)”

Red Cross and MRM//McCann
“The Red Cross Connection”

Glaxo SmithKline and Mindshare
“Eno Grand Feasty Campaign”

Unilever/ Zhonghua (Oral Care) and PHD China
“Zhonghua – One Hundred Million Smiles”

Adani Wilmar Limited and Neo Ogilvy India
“Rich Messaging As Story, Storyteller & Listener”

Hindustan Unilever and PHD India
“Kissan Inspire”

Mobile App

DENTSU INC. and COCA-COLA(JAPAN)COMPANY,LIMITED
“WEEKLY GEORGIA”

Unilever – Clear Shampoo and Mindshare
“Clear My Kool Vietnam”

Rexona and Mindshare Malaysia
“Rexona Move – The World’s Longest Relay Race”

KIA and MNET
“KIA “GAME ON””

Merries Baby Diaper and Dentsu (Thailand) Ltd.
“Merries Babysitter”

Hindustan Unilever and PHD India
“Kan Khajura Teshan”

Mobile Website

Coca-Cola Beverages (China) Company Limited and Isobar China
“Coca-Cola Lyric Bottle”

McDonald’s and Mobext
“McDelivery Mobile”

Dabur India and Neo Ogilvy India
“She’s Got the Look”

Location Based

Pepsi and Snakk Media
“Pepsi Next ‘Taste Challenge’”

Audi Singapore and Mediacom Singapore
“Land of Quattro”

Knorr and Mindshare
“Knorr Nutri Pop Quiz”

Unilever / Wall’s Magnum and Mindshare Malaysia
“Magnum – Seducing Women to Magnum Mini House of Pleasure”

Visa and OMD Sydney/Airwave
“Visa payWave Never Stop”

Coca-Cola (Japan) Company,Limited. and DENTSU INC.
“My Favorite Cafe – GEORGIA Vending Machine App”

Innovation

Red Cross and MRM//McCann
“The Red Cross Connection”

Unilever China Walls Cornetto (icecream) and PHD China
“Cornetto – Express love in 8 seconds”

Coca-Cola Beverages (China) Company Limited and Isobar China
“Coca-Cola Lyric Bottle”

Hindustan Unilever and PHD India
“Kan Khajura Teshan”

Unilever/ Zhonghua (Oral Care) and PHD China
“Zhonghua – One Hundred Million Smiles”

Unilever / Lifebuoy and InMobi and Mindshare Indonesia
“Lifebuoy Weather-Targeted Campaign”

Unilever Clear and PHD China
“Clear non-stop Summer Sonic – Everyone is a Reporter”

mCommerce

PayPal and PHD/ Airwave
“Seasonal Security”

McDonald’s and Mobext
“McDelivery Mobile”

POND’S HYDRA REVITAL and Mindshare
“POND’S HYDRA REVITAL”

Best Brand Experience in Mobile Rich Media

Nivea and OMD Singapore/Airwave
“Gains without Stains”

Unilever/ Zhonghua (Oral Care) and PHD China
“Zhonghua – One Hundred Million Smiles”

Unilever China Walls Cornetto (icecream) and PHD China
“Cornetto – Express love in 8 seconds”

Lipton and Vserv.mobi & Mindshare
“Lipton Positivitea Campaign”

Unilever Indonesia and Mindshare Indonesia & InMobi
“Citra Night Greetings”

Unilever/ Cornetto and Mindshare Asia Pacific, a division of GroupM Asia Pacific Holdings Pte Limited
“Cornetto RED”

Unilever Indonesia, Mindshare Indonesia and Vdopia Inc.
“Vaseline ‘GANGTENGMAKSIMAL’ – ‘Handsome to the Max’ goes Mobile First with Stunning results”

Most Engaging Mobile Creative

Cadbury and Big Mobile and Mindshare
“Cadbury Extra Joy”

Bhartiya Janta Party and Affle and Interactive Avenues
“Changing the nation on your mobile screens”

Unilever/ Zhonghua (Oral Care) and PHD China
“Zhonghua – One Hundred Million Smiles”

Unilever Indonesia and Mindshare Indonesia & InMobi
“Citra Night Greetings”

Mobile Embrace – Business unit — 4th Screen Advertising Australia and Mobile Embrace’s 4th Screen Advertising
“Her Voice Activated Banner Ad Campaign”

Unilever Indonesia, Mindshare Indonesia and Vdopia Inc.
“Vaseline ‘GANGTENGMAKSIMAL’ – ‘Handsome to the Max’ goes Mobile First with Stunning results”

The winners will be revealed at an event in Singapore on 5 September.

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