Mnet Australia gets Best in Show as Unilever dominates APAC Smarties awards
Mediabrands’ mobile solutions company Mnet took out the Best in Show award for its Game On app for car maker Kia at the Asia Pacific Smarties awards.
Having dominated the shortlist, Unilever emerged as Asia’s top brand at mobile marketing by winning marketer of the year, claiming metal in most categories and ending with 14 awards for brands including Dove, Magnum and Rexona.
The Mnet Kia campaign, which also won th Mumbrella Award for Bravery in June, let consumers use their phone as a tennis racket to virtually return a serve from the world’s fastest server, Aussie Sam Groth, from their TV, live.
Australia’s only other award was a Silver in the Most Engaging Mobile Creative category for Universal Sony Pictures Home Entertainment Australia and Mobile Embrace’s 4th Screen Advertising Australia, while Mindshare Asia Pacific was named Agency Network of the Year.
Facebook won the Media Company of the Year award.
The winners list in full:
Award Category | Gold | Silver | Bronze |
Brand Awareness | Hindustan Unilever / PHD India | KIA / MNET | Coca-Cola Japan Company – Fanta / UM |
Unilever – Cornetto / PHD China | |||
Lead Generation / Direct Response / Conversion | N/A | Unilever – Rexona / Mindshare Malaysia | Unilever – Wall’s Ice Cream / Mindshare Malaysia |
Unilever – Zhonghua / PHD China | |||
Product / Service Launch | Unilever – Citra / Mindshare Indonesia & InMobi | Nivea / OMD Singapore & Airwave | Unilever – Axe / Mindshare Indonesia & InMobi |
Promotion | Mondelēz China / Isobar China | Coca-Cola Japan Company – Fanta / UM | Star India Pvt Ltd / Mindshare India |
Relationship Building/ CRM | Red Cross / MRM//McCann | Genki Sushi Hong Kong Limited / Cherrypicks Limited | N/A |
Merries Baby Diaper / Dentsu Thailand | |||
Cross Media Integration | KIA / MNET | Unilever – Dove / Mindshare Vietnam | Mondelēz China / Carat China |
Mobile Website | N/A | N/A | McDonald’s Corporation / Mobext Philippines |
Messaging | N/A | Red Cross / MRM//McCann | Adani Wilmar Limited / Neo Ogilvy India |
Location Based | Coca-Cola / Japan – Georgia / Dentsu Inc. | N/A | Unilever – Wall’s Magnum / Mindshare Malaysia |
Innovation | Hindustan Unilever / PHD India | Coca-Cola Greater China / Isobar China | Red Cross / MRM//McCann |
Mobile App | Coca-Cola / Japan – Georgia / Dentsu Inc. | KIA / MNET | Merries Baby Diaper / Dentsu Thailand |
In-App Advertising – Gaming or Other | N/A | N/A | Procter &Gamble – Gillette / MediaCom |
Unilever – Wall’s Ice Cream / Mindshare Malaysia | |||
mCommerce | N/A | McDonald’s Corporation / Mobext Philippines | PayPal / PHD & Airwave |
Best Brand Experience in Mobile Rich Media | N/A | Unilever – Citra / Mindshare Indonesia & InMobi | Unilever – Vaseline Men / Mindshare Indonesia & Vdopia |
Most Engaging Mobile Creative | Unilever – Zhonghua / PHD China | Universal Sony Pictures Home Entertainment Australia / Mobile Embrace’s 4th Screen Advertising Australia | Unilever – Citra / Mindshare Indonesia & InMobi |
Unilever – Vaseline Men / Mindshare Indonesia & Vdopia | |||
Enabling Technology Company of the Year in Mobile | Mobilewalla | ||
Publisher/Media Company of the Year in Mobile | |||
Best in Show | KIA “GAME ON” | ||
Agency of the Year in Mobile | Mindshare Indonesia | ||
Agency Network of the Year in Mobile | Mindshare Asia-Pacific | ||
Marketer of the Year in Mobile | Unilever |