SINGAPORE - Mindshare India leads with 23 nominations in total, while Mindshare Indonesia and PHD India follow closely behind with seven and five nominations, respectively, for the Mobile Marketing Association (MMA)'s 2016 APAC Smarties Awards.
"There was a fantastic range of entries this year that demonstrate creative thinking and strategic execution, and as always, the decision-making process was challenging," said Rohit Dadwal, managing director of the Mobile Marketing Association in Asia Pacific. "The jury panel, including myself, was impressed by the way each of the shortlisted campaigns leveraged mobile’s interactive capabilities to deliver real business results."
Among brands, Unilever stood out with 32 nominations across Indonesia, India, China and Thailand. PepsiCo came next with 11 in Vietnam, Malaysia and India.
The full shortlist:
Brand Awareness
-
Active Wheel and PHD India
Lo Kar Lo Baat -
Glaxosmithkline Consumer Healthcare Sdn Bhd and Mindshare Malaysia
Horlicks NutriQuest -
Castrol India Ltd and Mindshare India
How Castrol activated mini truck driver targeted only campaign. -
Mirinda - Suntory PepsiCo Vietnam Beverage and Redder Advertising
Mirinda - Tet Full of Laughter -
UNIQLO and hdtMEDIA
UNIQLO- The New Fans Economy: A Breakthough In Mobile Digital Marketing -
Hershey's and MRM//McCANN
Hershey's Happygrams -
Unilever and Mindshare Indonesia
1001 Inspirasi Ramadan
Lead Generation
-
Hindustan Unilever- Pureit and Mindshare India
Outshout or Outsmart??? -
Coca-Cola Korea company / Fanta and SLATE&AIR
Fanta, Play NOW! -
MasterCard and Digital Arts Network
MasterPass™ by MasterCard® -
Levi Strauss Commerce (Shanghai) Limited and OMD China
The Levi’s Campaign that Levi’s Didn’t Create -
Friso - FrieslandCampina and Pervorm
Friso mobile first acquisition campaign Vietnam -
Unilever/Unilever Food Services (UFS) and PHD China
Finding Chinese Chefs -
Unilever/ Knorr and Mindshare Thailand
Knorr Auntie Reply
Product / Services Launch
-
Friesland Campina Vietnam/ Yomost and Mindshare Vietnam/ MullenLowe Vietnam
YOMOST #YNOTDANCE - THE MOST ENGAGED DANCING TREND IN VIETNAM -
Pond's and Mindshare Indonesia and InMobi
Pond's Acne Popcorn -
Nike and Mindshare China
Digital-Henge: Nike takes on luxury -
KFC Malaysia and Opera Mediaworks
KFC Breakfast -
Castrol India Ltd and Mindshare India
How Castrol activated mini truck driver targeted only campaign. -
MasterCard and Digital Arts Network
MasterPass™ by MasterCard®
Promotion
-
Coca-Cola Korea company / Fanta and SLATE&AIR
Fanta, Play NOW! -
KFC and Mindshare China
KFC #Morningencouragement Makes White Collars' Morning a Little Better -
Bagpiper Whisky and Mindshare India
How Bagpiper used India's first offline app store to connect with their audience -
MasterCard and Digital Arts Network
MasterPass™ by MasterCard® -
Hindustan Unilever Limited/ Lifebuoy and Mindshare India
MMS 2.0 -
ASUSTeK Computer Inc. and Razorfish (H.K.) Co. Ltd
ASUS ZenFone Zoom to Wanda
Relationship Building / CRM
-
Unilever/ Knorr and Mindshare Thailand
Knorr Auntie Reply -
Unilever / Wall's and Mindshare Thailand
Wall's Man 2.0 -
Castrol India Ltd and Mindshare India
How Castrol activated mini truck driver targeted only campaign. -
Coca-Cola Korea company / Fanta and SLATE&AIR
Fanta, Play NOW! -
Kinder Joy and OMD India
Kinder Joy Story Station
Social Impact / Not for Profit
-
SPCA Hong Kong and Razorfish (H.K.) Co. Ltd
SPCA’s The Truth Restaurant -
ShanghaiPRIDE and Wunderman Shanghai
Holding Hands -
Brooke Bond Red Label Tea and Mindshare India
6 Pack Band -
Mindshare Indonesia / Lifebuoy and Opera Mediaworks
Lifebuoy Handwashing Campaign -
Idea Cellular Pvt Ltd and Mindshare India
Powering the next Gen Internet ready India
Cross Media / Cross Mobile Integration
-
Active Wheel and PHD India
Lo Kar Lo Baat -
Brooke Bond Red Label Tea and Mindshare India
6 Pack Band -
Lay's and Mindshare Thailand
Lay's Smilestagram -
Levi Strauss Commerce (Shanghai) Limited and OMD China
The Levi’s Campaign that Levi’s Didn’t Create -
Google and R/GA Singapore
PlayTown -
UNIQLO and hdtMEDIA
UNIQLO X KAWS –OXO Integrated Online to Offline Marketing Campaign Best Practice Case -
Pepsi and Mindshare India
Crash the Pepsi IPL -
Moto India and Mindshare India
Moto X Force – When the Moto ShatterProof phone shattered competition dreams! -
Unilever and Mindshare Indonesia
1001 Inspirasi Ramadan
Cross Screen Advertising
-
Hindustan Unilever- Pureit and Mindshare India
Outshout or Outsmart??? -
Brooke Bond Red Label Tea and Mindshare India
6 Pack Band -
Cornetto / Unilever and PHD China
Follow Your Heart, Don’t Wait -
Quaker, PepsiCo and Mindshare Malaysia
Oatsomenya Quaker! -
Pepsi and Mindshare India
Crash the Pepsi IPL
Marketing within a Mobile Gaming Environment
-
Glaxosmithkline Consumer Healthcare Sdn Bhd and Mindshare Malaysia
Horlicks NutriQuest -
Google and R/GA Singapore
PlayTown -
L'Oreal and Mindshare China
Mobile Makeover for Gamers by L'Oreal Men Expert
Messaging
-
Hindustan Unilever Limited/ Lifebuoy and Mindshare India
MMS 2.0 -
Hershey's and MRM//McCANN
Hershey's Happygrams -
OMO and SapientNitro
Mother’s Day Digital Campaign -
Friesland Campina and Out There Media & Mindshare Vietnam
Friso Mobile - Excellence in Relationship Marketing & Mom Loyalty Building
Programmatic
-
Unilever/Unilever Food Services (UFS) and PHD China
Finding Chinese Chefs -
Friso - FrieslandCampina and Pervorm
Friso mobile first acquisition campaign Vietnam -
Knorr / Unilever and PHD China
Knorr: Always On, Always Inspire -
Quaker, PepsiCo and Mindshare Malaysia
Oatsomenya Quaker!
Mobile App
-
Nestlé Philippines - MILO and OgilvyOne Worldwide
MILO Champions Band & App -
Unilever/ Knorr and Mindshare Thailand
Knorr Auntie Reply -
Singapore Airlines and MTT
Singapore Airlines Multi-Device Roll Out -
Suntory Pepsico Vietnam and Mindshare Vietnam
The Pepsi KaraIdol App -
Glaxosmithkline Consumer Healthcare Sdn Bhd and Mindshare Malaysia
Horlicks NutriQuest
Mobile Website
-
Cornetto and Isobar China
Cornetto-Follow your heart, Don't wait -
Hershey's and MRM//McCANN
Hershey's Happygrams -
Nestle and Mindshare China
Nescafe Study Break with Instant Manga -
Unilever and Mindshare Indonesia
1001 Inspirasi Ramadan -
Pepsico/Kurkure and Mindshare India
Avenging the extra sweet in digital space
Mobile Native
-
Lazada and Opera Mediaworks
Lazada’s “Hitting Bull’s eye in Indonesia eCommerce with native mobile first strategy” Campaign -
L'Oréal and Mindshare China
Hyper Targeting with L'Oreal Men Expert Comfort Max and Moji -
Yum! Brands/Kentucky Fried Chicken and Facebook
Finger Lickin 360 -
Getit Infomedia Limited / AskMeBazaar.com and Opera Mediaworks
AskmeBazaar Trailblazers the E-Commerce Landscape in India
Tablet Campaign
-
Cornetto / Unilever and PHD China
Follow Your Heart, Don’t Wait -
Singapore Airlines and MTT
Singapore Airlines Tablet App
Mobile Social
-
Hershey's and MRM//McCANN
Hershey's Happygrams -
Brooke Bond Red Label Tea and Mindshare India
6 Pack Band -
Levi Strauss Commerce (Shanghai) Limited and OMD China
The Levi’s Campaign that Levi’s Didn’t Create -
Knorr and Isobar China
Knorr China-A taste of home -
Canon Singapore and Dentsu Singapore
Canon Instazoom -
Nike and Mindshare China
Digital-Henge: Nike takes on luxury
Innovation
-
Hindustan Unilever Limited/ Lifebuoy and Mindshare India
MMS 2.0 -
Active Wheel and PHD India
Lo Kar Lo Baat -
Hindustan Unilever- Pureit and Mindshare India
Outshout or Outsmart??? -
Canon Singapore and Dentsu Singapore
Canon Instazoom -
HEINEKEN and CLICK MEDIA and STARCOM
THE STAR GIFTER -
Apple and OMD
Apple’s CNY Gift to Mobile Advertising
Location Based
-
Castrol India Ltd and Mindshare India
How Castrol activated mini truck driver targeted only campaign. -
Rexona and Mindshare Indonesia and InMobi
Rexona Streetview -
L'Oréal and Mindshare China
Hyper Targeting with L'Oreal Men Expert Comfort Max and Moji -
Comfort and Mindshare Vietnam
Personalized Tet Wish -
Kopiko78 and Telkomsel
Kopiko 78 Unique Sampling Experience with Telkomsel -
Hindustan Unilever Limited/ Lifebuoy and Mindshare India
MMS 2.0 -
Dongfeng CIROEN and Beijing Dentsu Advertising Co., Led
Fami-Navi
Mobile Payments
-
MasterCard and Digital Arts Network
MasterPass™ by MasterCard®
Mobile Video
-
Disney - Pixar and Opera Mediaworks & Dentsu
Finding Dory -
Brooke Bond Red Label Tea and Mindshare India
6 Pack Band -
HEINEKEN and CLICK MEDIA and STARCOM
THE STAR GIFTER -
Mountain Dew and Mindshare India
Mountain dew takes the OTT world by storm by launching India’s first branded channel -
Yum! Brands/Kentucky Fried Chicken and Facebook
Finger Lickin 360
Mobile Audio
-
Pepsodent and Mindshare Indonesia
Pepsodent Bedtime Story -
Active Wheel and PHD India
Lo Kar Lo Baat -
Suntory Pepsico Vietnam and Mindshare Vietnam
The Pepsi KaraIdol App -
Rin and PHD India
Rin Career Ready Academy
Best Brand Experience in Mobile Rich Media
-
Hershey's and MRM//McCANN
Hershey's Happygrams -
Sony Pictures Singapore & Malaysia and Touch Create
Bond Spectre -
Disney - Pixar and Opera Mediaworks & Dentsu
Finding Dory -
Dongfeng CIROEN and Beijing Dentsu Advertising Co., Led
Fami-Navi -
Gatorade and Opera Mediaworks
Nothing Beats Gatorade Refresh -
Sony Pictures Singapore and Malaysia and Touch Create
The Walk
Most Engaging Mobile Creative
-
Disney - Pixar and Opera Mediaworks & Dentsu
Finding Dory -
Yum! Brands/Kentucky Fried Chicken and Facebook
Finger Lickin 360 -
Downy and Mediacom
Downy Indonesia #Romancehour -
National Geographic Channel and Vserv Digital Services and Flying Cursor
NGC's How to Win at Everything launch campaign -
Nike and Razorfish
Nike Kobe-mojis -
Chambord and Starcom Mediavest
Chambord: For No Reason