Jenny Chan 陳詠欣
Sep 18, 2018

Photos: MMA Smarties Awards 2018, China edition

Uniqlo China continues its winning streak at the Smarties Awards, the key annual event of the Mobile Marketing Association held this year on 13 Sept in Shanghai's Xintiandi.

Uniqlo China continued its winning streak at the Smarties Awards, the key annual event of the Mobile Marketing Association, held this year on 13 September in Shanghai's Xintiandi. 

'Hijacking the Largest Shopping Festival in the World', which won the platinum award at Campaign Asia-Pacific's 2018 Digital Media Awards in Shanghai in April, also won the best case study at the Smarties. Mindshare China was the agency mastermind behind the Uniqlo case.

This year, a total of 26 awards were presented by the Smarties, including 3 gold medals, 11 silvers, 9 bronzes.

Also bagging the 'best advertiser of the year', Uniqlo's Single’s Day 2017 marketing tactic was to combine historical in-store sales data and Tmall shopping cart data to distill a list of five key product lines to target shoppers on the day itself. The Fast Retailing brand showed specific Tmall users special offers for these product lines, with creatives optimized by physical location—the closer a consumer was to a Uniqlo store, the higher the incentive offered.

The Smarties jury said Uniqlo's campaign was completely aligned with the rapid development of mobile internet in China. Using online traffic to drive more offline foot traffic was a bold attempt since there is much coordination needed in terms of channels, data and products. 

Source:
Campaign China

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

1 day ago

BYD closes 2024 on top, but can it sustain its EV ...

BRAND HEALTH CHECK: After outpacing Tesla and smashing 2024 sales records, BYD faces its toughest road yet. With 45% EU tariffs and a locked-out U.S. market, can the EV giant supercharge global ambitions or stall under trade barriers?

1 day ago

Move and win roundup: Week of January 2, 2025

As 2025 kicks off, Campaign rounds up the first major people moves and business wins of the year. From leadership exits to new creative wins, catch all the latest updates in January's first edition.

1 day ago

What's in, what's out: Marketing trends you need to ...

OUTLOOK 2025: A clear, concise and constantly updated guide for industry trends and predictions—all in one place. Check back often for the freshest updates.