"Penghargaan SMARTIES memainkan peran penting dalam industri ini. Ini menyatukan bakat terbaik yang kami miliki di Indonesia dan memberi masing-masing kesempatan untuk mendapatkan visibilitas dan pengakuan atas beberapa karya hebat. Ini juga memajukan dialog tentang arah industri," kata Country Head dan Board of Director MMA Global Indonesia Shanti Tolani dalam keterangan pers pada Rabu.
Para pemenang penghargaan tahunan tersebut diumumkan dalam acara gala yang digelar di Ritz-Carlton Jakarta, Mega Kuningan.
Penghargaan Smarties memiliki tujuh kategori dan beberapa sub-kategori dan diberi peringkat Gold, Silver, dan Bronze.
Kategori utama adalah Marketing Impact, Purpose Driven Marketing, Impact Media, Experience Technology, Web 3.0, E-Commerce Marketing dan Creative.
Smarties tahun ini juga menyaksikan peluncuran non-fungible token (NFT) pertamanya yang dibuat oleh seniman Brasil, Adhemas Batista.
Penghargaan Smarties Indonesia Awards tahun ini menerima 400 entri yang mencakup lebih dari 20 kategori. Pengajuan tersebut melalui proses evaluasi yang ketat, sistematis dan transparan.
Pre Screener beranggotakan 55 orang menilai semua entri dan memilih 127 entri diantara semua entri tersebut.
Para pemenang penghargaan kemudian dipilih oleh panel juri yang terdiri dari 24 orang pakar industri terkemuka.
Pertemuan Juri selama dua hari yang dipimpin oleh Michael Hartono, Direktur, PT Rekso Nasional Food/McDonald’s Indonesia dan Sawan Malik, President Director, Johnson & Johnson Indonesia.
Baca juga: MMA Global Modern Marketing Talk 2022 bahas tren pemasaran digital
Seluruh proses penjurian diawasi oleh Lee Risk, Commercial Director, Media, GfK, dan Giacomo Catanoso, Director Media APAC, GfK.
Berikut daftar pemenang Smarties Indonesia Awards 2022:
Best in Show
Winner: L'Oréal Professional: Saving salon community while driving growth in salon business Recharged Hair, Recharged Me!
Brand of the Year
Winner: McDonald's
Advertiser of the Year
Winner: Unilever Indonesia
Media Agency of the Year
Winner: Wavemaker
Creative Agency of the Year
Winner: M&C Saatchi Indonesia
Publisher of the Year
Winner: TikTok
GOLD AWARD WINNERS
BRAND EXPERIENCE
MCDONALD’S PT Rekso National Food | Leo Burnett Indonesia & Digitas, OMD (McDonald's Pahlawan - Toys that build a nation)
BRAND EXPERIENCE
TRUECALLER | M&C Saatchi Indonesia (Truecaller in Sheep's Clothing)
LEAD GENERATION
WOODS' LOZENGES PT Saka Farma Laboratories | PT GoTo Gojek Tokopedia Tbk (Harnessing the Best of Online and Offline Worlds to Share the Goodness of Vitamin C Lozenges)
PRODUCT/SERVICE LAUNCH
TRUECALLER | M&C Saatchi Indonesia (Truecaller in Sheep's Clothing)
INSTANT IMPACT
TIKTOK | M&C Saatchi Indonesia (SerunyaDiTikTok)
SOCIAL IMPACT MARKETING
SUNLIGHT Unilever Indonesia | Mindshare (Festival Foodpreneur Bersinar: There is always a way for Indonesian women to shine!)
CROSS PLATFORM - ALL MEDIA
PANTENE PT Procter & Gamble Home Products Indonesia | MediaCom & Dentsu Creative
Indonesia (Recharged Hair, Recharged Me!)
GAMING, GAMIFICATION & E-SPORTS
LINKAJA | TikTok Indonesia & Dentsu (LinkAja searches for The Greatest Gamers on TikTok)
SOCIAL MEDIA MARKETING
UBUD WRITERS & READERS FESTIVAL | M&C Saatchi Indonesia (The Thread Story)
SHORT OR LONG FORM VIDEO
PANTENE INDONESIA PT Procter & Gamble Home Products Indonesia | Dentsu Creative Indonesia & MediaCom Indonesia (Recharged Hair, Recharged Me!)
EXPERIMENTAL/INNOVATION TECHNOLOGY
WARDAH PT Paragon Technology and Innovation | Omnicom Media Group PHD Indonesia (Wardah - Advanced Beauty Tech)
SEARCH
BLU PT Bank Digital BCA | PT. Rayu Hati Anak Bangsa & ADA Asia (#bluBisaGitu Pre-Roll)
SPATIAL TECHNOLOGY
POCARI SWEAT PT Amerta Indah Otsuka | mSix Indonesia (Born to Sweat, Let's Run Again!)
PROGRAMMATIC
MCDONALD'S PT Rekso National Food | OMD Indonesia YMT (Yield Marketing Technology) (Harnessing Power of First & Third-Party Data to Drive Sales)
AUDIO/ VOICE/SONIC BRANDING
BLIBLI | Wavemaker Indonesia & YMT (Yield Marketing Technology) (Strengthening Brand's Unique Value Using Karaoke Ad Units)
CUSTOMER EXPERIENCE (CX)
POND'S MEN Unilever Indonesia | Mindshare Digital Turbine (Mobile Gamification Delivers Blockbuster Engagement for Pond's Men X Spider-Man Campaign
DATA INSIGHTS
GOOGLE SEARCH Google | Toaster (Reviews of Hope)
CREATOR/INFLUENCER MARKETING
TIKTOK | M&C Saatchi Indonesia (SerunyaDiTikTok)
PERSONALIZATION
BLU PT Bank Digital BCA | PT Rayu Hati Anak Bangsa (#bluBisaGitu Pre-Roll)
INTEGRATED ECOMMERCE INNOVATION
L'ORÉAL PROFESSIONAL PRODUCTS DIVISION L'Oréal Indonesia | WAVEMAKER (L'Oréal Professional: Saving salon community while driving growth in salon business)
O2O/NEW RETAIL/INNOVATIVE SALES CHANNELS
COCA-COLA The Coca-Cola Company | WPP - MediaCom & Publicis Media – Starcom Grivy (Recruiting the Next Generation of Coke Drinkers at Scale Enabled by Grivy)
BRAND PURPOSE/ACTIVISM
GRAB | M&C Saatchi Performance (Bersatu: Sacrifice a Promo and Turn it Into a Donation)
Baca juga: MMA Smarties Awards diumumkan 11 November 2023
Baca juga: MMA Global-Indonesia gelar acara virtual MMA Ramadhan Insights
Baca juga: Pendaftaran MMA Impact Indonesia dibuka, angkat penerapan teknologi
Pewarta: Ida Nurcahyani
Editor: Maria Rosari Dwi Putri
Copyright © ANTARA 2022
