MMA Smarties Awards

GÜD: Rescue Dogz

Brand GÜD
Agency J Walter Thompson Brazil
Region LATAM

Güd successfully increased brand awareness by developing a stray-dog adoption campaign to drive traffic to a rescue center in Brazil.

The campaign used Güd’s own branded website to house personal pet profiles, to which users would be directed once they selected the ad targeted to them through mispelling a dog breed name in search.

Besides helping raise the number of dogs adopted by 740%, the campaign earned Güd a 40% growth in the number of followers on its social media and more than 85,000 visits to its website.

The Lay's Announcer

Brand Lay's
Agency Almap BBDO
Region LATAM

To cement its brand in the Brazilian market, Lay's launched a reality TVC show that selected the first woman announcer for a UEFA Champions League match.

Grupo Dignidade: #RainbowCup

Brand Grupo Dignidade
Agency Mirum
Region Global

Grupo Dignidade successfully devised a social media campaign to protest the World Cup event in Russia, while also supporting LGBTQ+ fans at the event.

Nike: All Star Weekend

Brand Nike
Agency Mindshare China
Region APAC

Nike developed a socially-enabled WeChat platform that allowed Chinese consumers to chat with friends and live stream the All-Stars Weekend, while delivering Nike content and product information.

KFC: The First Colonel to Conquer e-Sports

Brand KFC
Agency Mindshare China
Region APAC

KFC developed an AI prediction algorithm that allowed Chinese gamers to get live information on their League of Legends games through the brand's app, increasing its sales.

Shell Advance Forever Outriders

Brand Shell
Agency Mediacom Vietnam
Region APAC

Shell Advance increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.

Burger King: The Traffic Jam Whopper

Brand Burger King Mexico/Global
Agency We Believers
Region LATAM

Burger King, the fast-food brand, launched a campaign that allowed people in Mexico to order burgers while waiting in traffic.

Dynamic placement ads on Waze traffic app, push notifications of its own branded app, as well as on OOH were activated once drivers entered a delivery hotspot, showcasing Burger King's offer and the ETA of orders already placed.

Burger King's app downloads more than doubled in 30 days, with 10% of consumers registering for the traffic jam service.

Pizza Pizza: Blazing into Late-Night

Brand Pizza Pizza
Agency Media Experts
Region North America

Pizza Pizza unlocked data from Google Trends to target cannabis smokers with a special promotion and drive late-night sales in Canada.

The 4/20 promotion was launched with a mobile-heavy search campaign that saw Pizza Pizza bidding on 4/20 and cannabis-related keywords and serving ads that featured stoner puns.

The campaign resulted in a 70% sales lift, helping Pizza Pizza hit its highest sales in two years and steal market share from rivals McDonald’s and Domino’s.

KFC: The First Colonel to Conquer e-Sports

Brand KFC
Agency Mindshare China
Region APAC

KFC, the fast-food brand, developed an AI-prediction algorithm that allowed Chinese gamers to get live information on their League of Legends games through the brand's app.

KFC gained 70 minutes of brand exposure per day, four times more than planned, bringing the brand to over 203 million viewers.

Meesho: When women joined hands to break social shackles

Brand Meesho
Agency Affle
Region India

Meesho launched a digital campaign that successfully increased its user acquisition numbers in India.

The brand developed a data-driven campaign combining app store reviews and user-profiling metrics to deliver programmatic and geo-targeted ads.

More than 1.2 million users joined Meesho, resulting in a 117% rise in orders month on month.

Presidential Candidate 01, Jokowi-Amin

Brand Berakar Komunikasi
Agency Berakar Komunikasi
Region APAC

Joko "Jokowi" Widodo, an Indonesian presidential candidate, launched a campaign that heavily rellied on user-generated content and shareability to win the election in Indonesia.

Joko Widodo's team facilitated the spread of positive artwork created by supporters and developed ready to wear merchandise, digital stickers, animated music videos and a radio drama series.

The campaign earned over 175 million impressions and gained over 34 thousand followers, resulting in Joko Widodo's election.

Lifebuoy: Infection Alert System

Brand Lifebuoy
Agency Mindshare Vietnam
Region Vietnam

Lifebuoy created a real-time, and hyper-customised, infection alert system targeting mums.

In partnership with Google, Lifebuoy created a real-time forecast of upcoming disease outbreaks and alerted mums via their mobile phones.

The brand's sales grew more than 20% and penetration increased, with 3.5 million Vietnamese mums alerted every month.

Otees Mobile Game

Brand Otees
Agency Yonder Media
Region EMEA

OTEES, a cereal brand, launched a mobile game to help South African consumers decide which new flavour cereal should become a permanent product.

A web-based 'Rock-Paper-Scissors' mobile game allowed users to choose a flavour to play as, and OTEES fans were targeted on Facebook.

The campaign recorded 94,349 battles played out, with the 4,100 gamers participating in an average of 23 battles each.

Knorr: Goodness calendar

Brand Knorr
Agency Digitas Liquorice
Region EMEA

Knorr encouraged South African consumers to make more nutritious meals through its Goodness Calendar.

The Goodness Calendar is synchronised with consumers' daily schedules to produce pop-up prompts of nutritious recipes at key food moments.

The campaign reached 186,287 monthly users and garnered 140,628 monthly email sign ups.

Doritos Cool & Hot 360 Interactive Video

Brand Doritos
Agency AdColony
Region Turkey

Doritos successfully launched its new Cool and Hot product by introducing it through a 360 degree custom mobile video campaign.

It gave users a chance to experience a roller-coaster in a mobile gaming environment.

The experience reached 997,945 unique users, resulting in a 35% uplift in ad recall.

Universal Pictures: The Grinch

Brand Universal Pictures
Agency Msix
Region EMEA

Universal Pictures promoted the release of The Grinch in Spain by partnering with Amazon during its Black Friday event through a competition and personalised Amazon delivery bags.

It created 95,000 personalised Amazon Prime Now delivery bags which featured aspects of The Grinch and launched a contest on Instagram that gave consumers the chance to win €200 in Amazon money.

The Grinch conquered the competitive market by becoming the number one film, garnering €1.836m at the box office.