Mobile Marketing Association announces Smarties winners

The Mobile Marketing Association (MMA) yesterday unveiled the winners of the 2016 APAC Smarties Awards in Singapore.

The ceremony awards 58 winners for their outstanding work on mobile marketing strategies. Unilever Asia was named ‘Marketer of the Year in Mobile’, and took home more than 20 awards on the night.

Mindshare Asia-Pacific was crowned ‘Agency Network of the Year in Mobile’ for campaigns such as ‘6 Pack Band’ for Brooke Bond Tea in India, and ‘Lay’s Smilestagram’ for PepsiCo Lay’s in Thailand.

Mindshare Thailand’s ‘Knorr Auntie Reply’ campaign for Unilever’s Knorr brand won two gold awards in the Lead Generation and Product/Services categories. ‘Masterpass by MasterCard’ by Digital Arts Network also took home two golds in the Promotion and Relationship Building/CRM categories.

Other winning regional brands included Castrol India, Canon Singapore, Disney – Pixar, Hindustan Unilever’s Active Wheel, L'Oréal, Nike and Singapore Airlines.

“It is really exciting to see that marketers are truly starting to leverage mobile’s interactive capabilities to deliver real business results for brands in the region,” said Rohit Dadwal, APAC managing director of MMA.

“Our industry has reached a tipping point where great strides in innovation are being taken, and technology has the ability to transform the power and impact of mobile campaign. The quality of the winning campaigns highlight the growing significance of mobile in the APAC region, and carves a promising future for the mobile marketing industry, here.”

A complete list of winners follows: