The agency won eight gold, nine silvers and two bronze, with agencies from Asia accounting for the bulk of the wins. The SmartiesX is not to be confused with the Asia-Pacific Smarties which will be announced on November 14.
This morning Singapore time, Mindshare was crowned MMA’s SmartiesX Global Mobile Agency Network of the Year for the third consecutive year in a row. The SmartiesX recognize and award outstanding levels of innovation resulting in business impact for brands across the globe. In total, Mindshare was awarded 8 Golds, 9 Silvers and 2 Bronze awards.
Notably, all 8 Golds, 8 of the Silvers and one of the two Bronze awards came from Mindshare Asia-Pacific, reflecting the immense mobile innovation the region is witnessing. The offices from China, Vietnam Indonesia and Australia all scored at the awards.
KFC’s Colonel KI: The First Colonel to Conquer e-Sports stole the limelight, taking home 3 Golds and 1 Silver for Cross Mobile Integration, Innovation, Mobile Gaming & E-Sports, as well as Promotion. As one of the most globally awarded campaigns, KFC’s Colonel KI has racked up a staggering 1 Platinum, 14 Golds, 8 Silvers, 4 Bronze, and 5 more additional best campaign wins to date. The campaign was crowned i-Com’s Global Best Campaign, The Drum Digital Advertising Award’s Grand Prix Overall Best Campaign of the Year, Festival of Media’s Asia Pacific Best in Show, as well as winner of WARC Asian Strategy Award’s Early Adopter Special Award.
Commenting on the wins, Amrita Randhawa, CEO Asia-Pacific and Executive Chair Greater China, said: “Mindshare’s wins represent our team’s tireless pursuit across Asia-Pacific to deliver our clients first-mover, innovative mobile opportunities, as well as recognition from the global marketing community of the fantastic work coming out of the region. All too aware of the importance of mobile in today’s world, Mindshare continues to focus and hone its specialist mobile skills while forming partnerships with industry leaders. We are truly grateful to our valued clients for giving us the opportunity to continue to deliver award winning campaigns across the globe, day-in, day-out.”
Gold – KFC Colonel KI: The First Colonel to Conquer e-Sports – Cross Mobile Integration – China
Gold – KFC Colonel KI: The First Colonel to Conquer e-Sports – Mobile Gaming & E-Sports – China
Gold – KFC Colonel KI: The First Colonel to Conquer e-Sports – Promotion – China
Gold – Nike Airmax Goes Bigger with Air – Product / Services Launch – China
Gold – Nike All Star Weekend: Better Than Broadcast – Relationship Building / CRM – China
Gold – Castrol Influence the Influencer – Mobile App – China
Gold – Lay’s Crunchy Challenge – Mobile Video – China
Gold – The Adventure with King Leo and Friends P/S – VR/AR – Vietnam
Silver – KFC Colonel KI: The First Colonel to Conquer e-Sports – Innovation – China
Silver – Nestlé Smoovlatté: Nescafé: From Tianyi With Love – VR/AR – China
Silver – Nike World Cup: Daring Teenage Footballers to be Their Best! – Brand Awareness – China
Silver – Nike All Star Weekend: Better Than Broadcast – Mobile App – China
Silver – Unilever: Wall’s Gold Spirit – Cross Media – Indonesia
Silver – P/S: The Adventure with King Leo and Friends– Messaging – Vietnam
Silver – P/S: Brushing is Playing – Product / Services Launch – Vietnam
Silver – Monty’s Wicket Warnings for Foxtel – Innovation – Australia
Silver – General Mills: Hacking Prime Day: Honey Nut Cheerios – Voice – USA
Bronze – #BringBackTheDouble Popsicle – Mobile Social – USA
Bronze – OMO Less Screen Time, More Play Time – Social Impact / Not for Profit – Vietnam
Source: Mindshare press release
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