Unilever and Mindshare Big Winners at Inaugural Smarties Indonesia Awards

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At the first Smarties Indonesia Awards held on Thursday (15/10), Unilever was named Marketer of the Year in Mobile while Mindshare took home the award for Agency of the Year in Mobile. The two companies worked hand in hand throughout the past year taking advantage of the mobile platform to reach their audience in the most effective way possible for several of Unilever’s brands.

More than 30 creative campaigns were chosen by the jury to be eligible to take home the inaugural Smarties Awards. Jury President for Indonesia, former CEO of XL Axiata Hasnul Suhaimi said, “the winners of this year’s Smarties Indonesia Awards have set themselves apart from the competition through creative use of mobile and having the innovative potential to push the mobile marketing industry”.

“Every year brands and agencies impress us with unlimited creativity and their ability to reach the audience who have unique consumption and behavioral patterns that continuously develop”, said Rohit Dadwal, MMA APAC Managing Director. “We are proud to be able to recognize their solid mobile strategies in responding to specific business challenges by highlighting their work for others to enjoy”.

Out of the 12 categories in the Indonesian Smarties Awards held by Mobile Marketing Association, Unilever along with Mindshare as its partner agency took four gold awards, six silver, and three bronze. Mindshare took home an additional bronze for its work with Castrol Indonesia.

Berakar Komunikasi’s much awarded work for the Jokowi-JK presidential campaign in 2014 earned the agency additional awards as it took out two gold trophies and a Best in Show.

Asia Pacific Smarties Awards Jury President Sean Rach, Chief Marketing Officer at Prudential Corp. Asia said, “a successful mobile marketing is marked with authentic creativity and brand message that impacts the consumers. The judges were looking for a campaign that places mobile as the core in the communications strategy while using technology and data to deliver real time advertising”.

Indonesian achievements in regional and global Smarties
Indonesia’s mobile marketers this year earned a number of recognitions at the Global and Asia Pacific Smarties awards. Dunkin Donuts’ and Telkomsel’s Donuts Wonderland campaign, which won gold for Promotion at the Indonesian awards, took bronze under the same category in Global Smarties. Unilever’s Lifebuoy Flood, in cooperation with InMobi and Mindshare, earned the companies bronze in Global Smarties Location Based category and it also took silver in Asia Pacific Smarties. Unilever’s partnership with Mindshare and Arcade Indonesia for Wall’s received bronze in the Mobile Website category in Asia Pacific.

“We are delighted to receive the Global MMA Smarties for the Lifebuoy Flood campaign by MindShare in collaboration with InMobi. It is a true reflection of how collaboration and Adaptive Planning, which is at the heart of Mindshare delivers excellent results”, said Himanshu Shekhar, CEO Mindshare Indonesia & Southeast Asia.

Adeline-Ausy Setiawan, Head of Media Function Unilever Indonesia & Southeast Asia said, “in a highly competitive market, an idea like this is what makes Lifebuoy stand out. It’s powerful not just because it uses mobile technology in a innovative way but because it genuinely helps people when they need it”.

The winners of the inaugural Smarties Indonesia Awards are as follows:

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 Nutriboost #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