All MKC Content
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Nescafe: From Tianyi with Love
Smarties Awards December 21, 2020To revitalize young audiences’ love for Nescafe, the company needed to demonstrate Nescafe’s innovation and understanding of youth culture.
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Nike Joyride: Getting Reluctant Runners Running
Smarties Awards December 21, 2020By partnering with online games and using an embedded AR function, Nike was able to engage its target audience and create an impression that its sneaker, Joyride, makes running easier.
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Nike NEXT%: Speed Is Your Currency
Smarties Awards December 21, 2020Launching Nike’s fastest running shoe yet, the NEXT%, Nike needed to harness data to identify and engage the nation’s fastest and most dedicated runners.
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Nivea #SentuhanIbu World of Imagination
Smarties Awards December 21, 2020As an established market leader for all-purpose cream in Indonesia, NIVEA wanted to extend its reach to its increasingly younger audience: millennial mothers.
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Overcoming Taboo Topics
Smarties Awards December 21, 2020As a challenger brand, Kotex needed to break down stereotypes to break through to its target audience on Russia’s most popular social network.
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Pond's Face Your Hesitations and #SeeWhatHappens
Smarties Awards December 21, 2020With the rise of new and small players in the market, together with its inconsistent brand messaging, Pond’s was faced with the challenge of staying relevant and connecting with the target audience on an emotional level.
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Practicing the New Normal with Swag
Smarties Awards December 21, 2020With a clear objective of increasing penetration, Pepsi needed to up its game by tapping potential audiences; but the sudden and draconian COVID- 19 lockdown in India created a seismic shift in the way brands connected with consumers.
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Pray for Kay
Smarties Awards December 21, 2020As OMO is priced in the premium tier, the brand wanted to give its consumers more reasons to purchase its products than mere functionality. The solution for OMO was to build a stronger brand purpose as a strategic pathway to consumers’ minds and hearts.
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Preparation H "Back There Care" Campaign
Smarties Awards December 21, 2020Preparation H launched a social media campaign on mobile devices to target younger audiences.
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Pronamel Repair: Building a Role for Toothpaste in Self-Care
Smarties Awards December 21, 2020Pronamel collaborated with influencers to connect its Intensive Enamel Repair product to the self-care conversation on Instagram.
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Real-Time Infection Alert System
Smarties Awards December 21, 2020Lifebuoy created an alert system to help prevent the spread of disease in Vietnam by alerting Vietnamese mothers of potential outbreaks based on weather signals and disease patterns.
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S60 Concept Store
Smarties Awards December 21, 2020Volvo Cars Brazil created an immersive AR experience for consumers to explore its new S60 sports sedan.
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Sonic the Hedgehog Speeds to Mobile Success
Smarties Awards December 21, 2020Paramount Pictures teamed up with AdColony to develop an interactive mobile campaign to generate broad awareness and excitement for the upcoming theatrical movie release of Sonic the Hedgehog.
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Sparkling Ice Uses Tapjoy Video-to-Playable Ads to Boost Brand Awareness
Smarties Awards December 21, 2020Sparkling Ice partnered with Tapjoy to engage Hispanic gamers in a gamified branded experience in an effort to grow its market share.
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Sprite Thirst for Yours
Smarties Awards December 21, 2020Sprite partnered with entertainment and pop culture website UPROXX to provide opportunities for unsigned hip-hop creators in an effort to drive relevance among young African Americans.
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Super Relatable SuperNAN
Smarties Awards December 21, 2020SuperNAN identified seven categories of mothers in China, looking to find solutions to their babies’ minor sensitivities, and it developed a hyper-targeted campaign to raise awareness of how its baby formula helps address these issues.
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Text for Humanity
Smarties Awards December 21, 2020In a world where increased connectivity and social media can often cause social anxiety, Sinch partnered with Mental Health America to create a platform where people could send and receive positive messages from strangers.
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That Made All the Difference Podcast
Smarties Awards December 21, 2020Bank of America’s “That Made All the Difference” podcast shifted its content strategy to highlight how different influential figures were helping to support their communities amid the COVID-19 pandemic and social unrest.
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The Rising of New Generation T
Smarties Awards December 21, 2020Electric money transfer company Tosla drove new installations of its app by leveraging marketing tactics normally reserved for mobile gaming apps, with the intention of priming gen Z and gen Y gamers into future customers.
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The Taste Drive
Smarties Awards December 21, 2020To support the launch of its Ice Mint Lozenge and encourage smokers to quit their smoking habit, Nicorette tapped NASCAR legend Dale Earnhardt Jr. for a campaign inviting smokers to take the lozenge on a “Taste Test Drive.”
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