FYI

Mobile Marketing Association reveals shortlist for first Indonesian awards

The Mobile Marketing Association has revealed the 35 finalists for its first Indonesian awards show, Smarties Indonesia, with Unilever a dominant presence on the shortlist.

The announcement:

Singapore, September 22, 2015 – The Mobile Marketing Association (MMA) today unveiled the awards shortlist for the first edition of the MMA SMARTIESTM Indonesia Awards, featuring 35 shortlisted campaigns across 12 mobile-centric categories. The SMARTIESTM Indonesia 2015 Awards will be held on 15th October 2015 at the Ritz-Carlton Hotel Jakarta in Indonesia, following the second iteration of the MMA Forum Indonesia, also held on the same day.

The SMARTIES have been recognized as the only mobile marketing awards program that celebrate excellence in mobile marketing and campaigns are judged equally on strategy, creativity, execution and results. The high quality of entries for this year’s SMARTIESTM Indonesia Awards, the first in the country, demonstrates the increased awareness of mobile and its potential.

Unilever led the shortlist in Indonesia, receiving the highest number of campaign nominations across a whopping nine out of 12 categories. Here is the full list of finalists:

Brand Awareness

Berniaga.com and Opera Mediaworks (Indonesia)
Berniaga Gratis
Unilever Indonesia/ Walls and Mindshare Indonesia
Wall’s Taste Joy brings the taste of joy through the power of smiling
Unilever Indonesia/Cornetto and Mindshare Indonesia
Cornetto Red Velvet Love Song
Unilever Indonesia / Lifebuoy and Mindshare Indonesia & InMobi
Lifebuoy Real Time Flood Alerts
Unilever Indonesia and Mindshare Indonesia & Vserv Digital Services
Sariwangi Ramadan Campaign

Product / Services Launch

Unilever Indonesia, Pepsodent and Mindshare Indonesia
Mobile Karaoke Competition Bringing Dull Dental to Life
Castrol Indonesia and Mindshare Indonesia & Vserv Digital Services
Castrol Magnatec Stop Start Campaign
Unilever Indonesia and Mindshare Indonesia & Vserv Digital Services
Magnum Pink & Black Launch Campaign

Promotion

Dunkin’ Donuts Indonesia and PT Telekomunikasi Selular, Tbk (TELKOMSEL)
DONUTS WONDERLAND
Unilever Indonesia / Vaseline and Mindshare Indonesia & InMobi
Vaseline Scores During World Cup Season
Unilever Indonesia and Mindshare Indonesia & Vserv Digital Services
Rinso Matic Campaign
Berniaga.com and Opera Mediaworks (Indonesia)
Berniaga Gratis

Relationship Building/CRM

Jokowimania (jo-Man) and Berakar Komunikasi
The Story of Jokowi’s Impromptu Walkabout
Unilever Indonesia / Bango and Mindshare Indonesia
Bango App – Serving Street Food to the Masses

Lead Generation / Direct Response / Conversion

Zalora and M&C Saatchi Mobile Indonesia
ZALORA – New Customer Campaign
Berniaga.com and Opera Mediaworks (Indonesia)
Berniaga Gratis

Cross Media / Cross Mobile Integration

Jokowimania (jo-Man) and Berakar Komunikasi
The Story of Jokowi’s Impromptu Walkabout
Unilever Indonesia / Ponds and Mindshare Indonesia
Pond’s Pimple Confessions
Unilever Indonesia/ Walls and Mindshare Indonesia
Wall’s Taste Joy brings the taste of joy through the power of smiling
Axa Health Insurance and Havas Media Group, Indonesia
Axa – Remember Your Health

Mobile App

Axa Health Insurance and Havas Media Group, Indonesia
Axa – Remember Your Health
Unilever Indonesia / Bango and Mindshare Indonesia
Bango App – Serving Street Food to the Masses

Marketing within a Mobile Gaming Environment

Danone and VML Qais indonesia
Mizone Spirit Generator

Innovation

Unilever Indonesia/ Walls and Mindshare Indonesia
Wall’s Taste Joy brings the taste of joy through the power of smiling
Berniaga.com and Opera Mediaworks (Indonesia)
Berniaga Gratis
Unilever Indonesia / Bango and Mindshare Indonesia
Bango App – Serving Street Food to the Masses
Unilever Indonesia / Lifebuoy and Mindshare Indonesia & InMobi
Lifebuoy Shows the Way to Cleanliness during Ramadan
Unilever Indonesia and Mindshare Indonesia & Vserv Digital Services
Magnum Pink & Black Launch Campaign

Location Based

Unilever Indonesia / Lifebuoy and Mindshare Indonesia & InMobi
Lifebuoy Real Time Flood Alerts
Unilever Indonesia / Lifebuoy and Mindshare Indonesia & InMobi
Lifebuoy Shows the Way to Cleanliness during Ramadan
Aryo Djojohadikusumo and Right Hand Indonesia
CALEG – Legislative Candidate during Indonesian Legislative Election 2014

Most Engaging Mobile Creative

Danone – Aqua and VML Qais indonesia
Save Jack – An Instagram Breakout
Danone and VML Qais indonesia
Toni On Mars – Healthy Hydration Education on Instagram
Minute Maid Nutriboost and MediaCom Indonesia
Minute Maid Nutroboost #SahurWave Alarm

Best Brand Experience in Mobile Rich Media

Unilever Indonesia / Ponds and Mindshare Indonesia & InMobi
Pond’s Picture Perfect

Rohit Dadwal, Managing Director, MMA Asia-Pacific, said: “The SMARTIESTM Indonesia 2015 were launched after the phenomenal success of the inaugural MMA Forum Indonesia in November 2014, which demonstrated the high level of interest in the Indonesian market and their willingness to explore and innovate with mobile. The quality of the entries received was exceptional and with this first year as a benchmark, we hope to continue building mobile capabilities within the mobile industry in Indonesia.”

This year’s MMA Forum Indonesia is themed Acquiring, Reaching and Engaging the Right Consumers with Mobile, and will feature industry heavyweights from leading brands and agencies including Rahul Welde, Regional Vice President – Media of Unilever, Dippak Khurana, Co-Founder & CEO, Vserv, and Ashutosh Srivastava, Chairman & CEO, Global Emerging Markets, Mindshare.

With a mix of speaker sessions, panel discussions, and fireside chats, the Forum aims to ignite a dialogue around how brands can make best use of the evolving mobile advertising technologies and tools. Attendees of the Indonesia Forum can expect to glean insights on this in a bid to help their brands better reach mobile maturity.

Key speakers at the MMA Forum Indonesia 2015 include:

 Fergus O’Hare, Head of APAC, Facebook Creative Shop

 Jayesh Easwaramony, VP & GM, Asia Pacific, Middle East and Africa, InMobi

 John Sinke, Assistant VP, Digital Marketing, E-commerce & Social Media, Resorts World Sentosa

 Joshua Maa, Founder & CEO, Madhouse Inc.

 Matthew Talbot, Senior Vice President, BBM Blackberry

 Nitin Mathur, Senior Director Marketing, Yahoo Asia Pacific

 Norm Johnston, Global Chief Strategy & Digital Officer, Mindshare

 Rohit Sharma, CEO and Founder, POKKT

 Ronen Mense, Vice President Asia, AppsFlyer

 Vikas Gulati, Managing Director Asia, Opera Mediaworks

Rohit added: “Indonesia’s digital and mobile internet market on a high-growth trajectory in recent years with digital ad spend set to continue rising steadily. The MMA Forum Indonesia aims to provide exciting opportunities for marketers to engage with like-minded industry peers and leverage Indonesia’s mobile revolution to power their business.”

The MMA Forum Indonesia 2015 is supported by Telkomsel, Vserv, AppsFlyer, BBM, InMobi, Opera Mediaworks, Pokkt, Yahoo!, Pocket Math, Indonesian Digital Association, MobileMonday Indonesia, XL Axiata and Google.

Source: press release

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