Winning Campaigns for Unilever Showcase Creative Excellence on Mobile
Singapore, September 10, 2014 - InMobi, the world’s largest independent mobile ad platform, and Mindshare, the global media and marketing services network, have received top honours for their highly engaging campaigns for Unilever at the 2014 Smarties™ Asia Pacific from the Mobile Marketing Association (MMA).
InMobi and Mindshare dominated the Product / Services Launch section winning Gold and Bronze awards in the category. The Unilever Citra campaign in Indonesia won the Gold award for launching Citra in the Indonesian market. Similarly, the Axe University campaign for Unilever’s iconic brand Axe clinched the Bronze Award.
When Unilever Citra wanted to launch the new night lotion to Indonesia teens, it teamed up with InMobi. With 69% of Indonesians using mobile phones while in bed, it was the perfect time to target them. The campaign revolved around sending customised goodnight cards to friends on mobile. Time targeted ads alerted users to send the relevant cards to friends. Nearly 4 million people from Unilever Citra’s target audience became aware of the brand. Within 3 months of the campaign, 1 million girls tried Citra.
Under the Creative Awards section, the Unilever Citra campaign won Silver for ‘Best Brand Experience in Mobile Rich Media' and Bronze for 'Most Engaging Mobile Creative' categories, respectively.
Axe in Indonesia wanted to re-launch its old variants in an exciting and a fresh way and their target audience was young men across Indonesia. With a staggering 133 minutes spent every day on mobile, InMobi’s creative services team designed a Click-to-Rich Media Ad unit which engaged the target audience. As a result Axe gained 9.2% market share, which was the highest gain since 2012.
The Smarties awards for innovation and in-app advertising are among the most prestigious awards in the marketing industry. The MMA is the leading global trade association for the mobile marketing industry. The MMA Smarties awards recognize best-in-class mobile marketing executions from agencies, marketers, and other mobile providers.
Speaking on Mindshare Indonesia’s first win at the Smarties, Himanshu Shekhar, CEO, Mindshare Indonesia said, “This is totally unprecedented and a win not just for Mindshare Indonesia but for the country as a whole. We are extremely proud to see Indonesia’s work being recognized as the best among the region. As Mindshare, we always envisioned Indonesia could be the center of mobile excellence. With this win, we have turned it into a reality.”
“Delivering value to consumers on mobile requires powerful insights on interests, profile, time of day and location where we can influence potential customers most effectively. We are thrilled to partner with Mindshare and Unilever to deliver high impact, relevant and on-target campaigns. This industry recognition is testament to the creativity and innovation we are bringing to the world of mobile advertising,” said Richard O Sullivan, VP & GM India, SEA, Middle East, Africa & Turkey, InMobi.
To view InMobi’s award winning campaigns, please visit: http://inmo.bi/156Hs1g
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