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Unilever wins half of all metal awarded at inaugural Smarties Indonesia Awards

Mindshare's campaign to launch Magnum pink and black

Mindshare’s campaign to launch Magnum pink and black

Unilever has been awarded almost half of the gongs handed out at the Mobile Marketing Association’s first awards show in Indonesia.

In a display of unusual dominance by a single advertiser at an award show, the FMCG firm claimed 13 awards from a total of 27 awarded on the night for brands including Lifebuoy, Pepsodent, Ponds, Magnum and Bango.

Unilever’s media agency Mindshare won even more, claiming 14 awards, all for Unilever except for one bronze winner for Castrol.

Two Best in Show awards was handed out, to Mindshare’s Bango App for Unilever and the Story of Jokowi Impromptu Walkabout.

Unilever and Mindshare also won advertiser and agency network of the year, respectively, at the APAC Smarties, which were also announced on the night. Regional agency of the year went to Leo Burnett/M&T Vietnam, which was behind Best in Show ‘Watch it with an S6’ for Samsung.

The regional event was held in Jakarta rather than Singapore this year because of the rise to prominence of mobile in Indonesia.

The winners list for the Smarties Indonesia Awards (please excuse untidy table formatting):

Category Winners
Brand Awareness Gold

  • Unilever Indonesia/Cornetto and Mindshare Indonesia

Cornetto Red Velvet Love Song

Silver

  • Unilever Indonesia/ Walls and Mindshare Indonesia

Wall’s Taste Joy brings the taste of joy through the power of smiling

Product / Services Launch Gold

  • Unilever Indonesia, Pepsodent and Mindshare Indonesia

Mobile Karaoke Competition Bringing Dull Dental to Life

Silver

  • Unilever Indonesia and Mindshare Indonesia & Vserv Digital Services

Magnum Pink & Black Launch Campaign

Bronze

  • Castrol Indonesia and Mindshare Indonesia & Vserv Digital Services

Castrol Magnatec Stop Start Campaign

Promotion Gold

  • Dunkin’ Donuts Indonesia and PT Telekomunikasi Selular, Tbk (TELKOMSEL)

Donuts Wonderland

Silver

  • Unilever Indonesia / Vaseline and Mindshare Indonesia & InMobi

Vaseline Scores During World Cup Season

Bronze

  • Berniaga.com and Opera Mediaworks (Indonesia)

Berniaga Gratis

Relationship Building / CRM Gold

  • Jokowimania (Jo-Man) and Berakar Komunikasi

The Story of Jokowi’s Impromptu Walkabout

Silver

  • Unilever Indonesia / Bango and Mindshare Indonesia

Bango App – Serving Street Food to the Masses

Lead Generation / Direct Response / Conversion Gold

  • Berniaga.com and Opera Mediaworks (Indonesia)

Berniaga Gratis

Silver

  • Zalora and M&C Saatchi Mobile Indonesia

ZALORA – New Customer Campaign

Cross Media / Cross Mobile Integration Gold

  • Jokowimania (Jo-Man) and Berakar Komunikasi

The Story of Jokowi’s Impromptu Walkabout

Silver

  • Axa Health Insurance and Havas Media Group, Indonesia

Axa – Remember Your Health

Bronze

  • Unilever Indonesia / Ponds and Mindshare Indonesia

Pond’s Pimple Confessions

Mobile App Gold

  • Unilever Indonesia / Bango and Mindshare Indonesia

Bango App – Serving Street Food to the Masses

Bronze

  • Axa Health Insurance and Havas Media Group, Indonesia

Axa – Remember Your Health

Marketing within a Mobile Gaming Environment Silver

  • Danone and VML Qais Indonesia

Mizone Spirit Generator

Innovation Gold

  • Unilever Indonesia and Mindshare Indonesia & Vserv Digital Services

Magnum Pink & Black Launch Campaign

Silver

  • Berniaga.com and Opera Mediaworks (Indonesia)

Berniaga Gratis

Bronze

  • Unilever Indonesia / Bango and Mindshare Indonesia

Bango App – Serving Street Food to the Masses

Location Based Silver

  • Unilever Indonesia / Lifebuoy and Mindshare Indonesia & InMobi

Lifebuoy Real Time Flood Alerts

Bronze

  • 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 Gold

  • Danone – Aqua and VML Qais indonesia

Save Jack – An Instagram Breakout

Bronze

  • Minute Maid Nutriboost and MediaCom Indonesia

Minute Maid Nutroboost #SahurWave Alarm

Best Brand Experience in Mobile Rich Media Silver

  • Unilever Indonesia / Ponds and Mindshare Indonesia & InMobi

Pond’s Picture Perfect

INDUSTRY AWARDS
Enabling Technology Company of the Year in Mobile
  • Go-Jek
Publisher/Media Company of the Year in Mobile
  • BBM
Best in Show
  • The Story of Jokowi’s Impromptu Walkabout
  • Bango App – Serving Street Food to the Masses
Agency of the Year in Mobile
  • Mindshare
Marketer of the Year in Mobile
  • Unilever

 

The winners list for the Smarties APAC Awards:

2015 SMARTIES™ APAC Award Winners

Category Shortlist
Brand Awareness Gold

  • Hindustan Unilever and PHD India

Kan Khajura Tesan

Silver

  • MediaCom / Volkswagen and MediaCom

Launching New Energy Vehicles through Innovative Mobile

Bronze

  • Sunlight, Unilever and Mindshare Sri Lanka

Sunlight lights up the nation

Product / Services Launch Gold

  • Luxottica / OPSM and Saatchi & Saatchi Sydney
    Penny The Pirate

Silver

  • KFC and Mindshare China
    KFC – One Man Versus the World Cup

Bronze

  • Samsung | Leo Burnett and M&T Vietnam
    Watch it with an S6
Promotion Gold

  • Colgate Palmolive (India) Ltd and Red Fuse Communications2044 
    Spreading a million smiles with a mobile
  • Virgin Mobile Australia and StarcomMediavest Group
    Meal For A Meal

Bronze

  • Magnum and Unilever
    Uber Ice Cream
Relationship Building / CRM Gold

  • Hindustan Unilever and PHD India
    Consumer 360

Silver

  • Hindustan Unilever and PHD India
    Kan Khajura Tesan

Bronze

  • Unilever and Mindshare Thailand
    Enable Mobile Lifestyle – Unilever True Wifi
Lead Generation / Direct Response / Conversion Gold

  • Singapore Red Cross and MRM/McCann
    The Red Cross Connection

Silver

  • Bru Coffee and Brandtone
    Bru Coffee – “360° – 365 days” always-on engagement
Cross Media / Cross Mobile Integration Gold

  • Visa and OMD China
    Visa Rental Bike
  • FrieslandCampina Vietnam/ Dutch Lady RTDM and Leo Burnett/ M&T Vietnam

THE FLYING FARM

Silver

  • Cornetto, Unilever and Mindshare Malaysia
    Ice Scream, You Scream: Ghostly campaign “haunts” consumers

Bronze

  • Samsung | Leo Burnett and M&T Vietnam
    Watch it with an S6
Messaging Gold

  • Colgate Palmolive (India) Ltd and Red Fuse Communications
    Spreading a million smiles with a mobile

Bronze

  • Viso, Unilever Vietnam and MindShare Vietnam
    Lifting Up Underprivileged Students through Innovative SMS Solution
Mobile App Gold

  • Luxottica / OPSM and Saatchi & Saatchi Sydney
    Penny The Pirate

Silver

  • Network Seven and MNET MOBILE
    The Big Adventure

Bronze

  • AMP Capital and MNET MOBILE
    My Macquarie
Mobile Website Silver

  • Samsung and Leo Burnett/ M&T Vietnam
    Watch it with an S6

Bronze

  • Shakey’s Philippines and Mobext Philippines
    Shakey’s Mobile Site
  • Unilever/Wall’s and Mindshare Indonesia and Arcade Indonesia
    Wall’s brings the taste of joy through the power of smiling
Marketing within a Mobile Gaming Environment Silver

  • L’Oréal Paris and Mindshare China
    L’Oréal Paris Men Expert Teams Up With Hydra Power Boy
Innovation Gold

  • McDowell’s No.1 Whiskey and Mindshare
    TV Makes friendship with mobile – McDowell’s No.1 Whiskey
  • Samsung | Leo Burnett and M&T Vietnam
    Watch it with an S6

Silver

  • Unilever / Lifebuoy and InMobi PTE Ltd and Mindshare Indonesia
    Lifebuoy Flood
Location Based Gold

  • Queensland Fire and Emergency Services and MNET MOBILE
    INCSnap (Incident Snap)

Silver

  • Nike and Mindshare China
    Nike AQI: Saving Runners from Death by Pollution

Bronze

  • Visa and OMD China
    Visa Rental Bike
Mobile Payments Bronze

  • Virgin Mobile Australia and StarcomMediavest Group
    Meal For A Meal
Best Brand Experience in Mobile Rich Media Gold

  • Luxottica / OPSM and Saatchi & Saatchi Sydney
    Penny The Pirate

Silver

  • Samsung and Leo Burnett/ M&T Vietnam
    Watch it with an S6

Bronze

  • Lion / Steinlager and InMobi PTE Ltd & Zenith OptiMedia, Fairfax NZ
    Steinlager Pure Deep Dive
  • Unilever Lux and Google

Lux Sakura Dream

Most Engaging Mobile Creative Silver

  • FrieslandCampina Vietnam/ Dutch Lady RTDM and Leo Burnett/ M&T Vietnam
    THE FLYING FARM
  • Samsung | Leo Burnett and M&T Vietnam
    Watch it with an S6
  • Cornetto, Unilever and Mindshare Malaysia
    Ice Scream, You Scream: Ghostly campaign “haunts” consumers

Bronze

  • Lion / Steinlager and InMobi PTE Ltd & Zenith OptiMedia, Fairfax NZ
    Steinlager Pure Deep Dive
INDUSTRY AWARDS
Enabling Technology Company of the Year in Mobile
  • InMobi
Publisher/Media Company of the Year in Mobile
  • Tencent
Best in Show
  • Samsung – Watch it with an S6
Agency of the Year in Mobile
  • Leo Burnett / M&T Vietnam
Agency Network of the Year in Mobile
  • Mindshare Asia Pacific
Marketer of the Year in Mobile
  • Unilever
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