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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 Facebook
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
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