PHD India’s award winning streak continued with two more Gold’s, a Silver and a Bronze at the MMA Smarties 2016 for its work on Hindustan Unilever’s “Active Wheel – Lo Kar Lo Baat” and “Rin Career Ready Academy”.‘ These have been the most awarded campaigns for PHD India capturing attention for innovative use of the mobile medium to promote brand awareness, brand reach and making a social impact in the rural parts of India.
‘Lo Kar Lo Baat’ was created to meet the challenging need of migrant workers in rural India being able to keep in touch with their families when they moved to other places in search of work and a better life. The mobile service offered couples three minute FREE talktime without exhausting their mobile phone credits. The product packs became the communication for consumers from media dark geographies, with little or no access to traditional media.
‘Rin Career Academy’, Rin, a dominant detergent brand in some regions of India, created a mobile “career academy” to improve the career prospects of rural Indian women leading to better brand affinity.
PHD China bagged the Silver for ‘Unilever Food Solutions’. PHD China was the only agency that was awarded under the Programmatic category. The agency helped Unilever Food Solutions (UFS) create a targeted programmatic strategy to find, engage and build long-term relationships with chefs throughout China. Through a partnership with Tencent, and combining various databases, PHD China was able to locate chefs and then deliver targeted, relevant programmatic creative on their mobile devices.
The full list of awards won were:
- Brand Awareness
Gold (Hindustan Unilever/Active Wheel)
- Mobile Audio
Gold (Hindustan Unilever/Rin )
Bronze (Hindustan Unilever/Active Wheel)
- Cross Media Integration
Silver (Hindustan Unilever/Active Wheel)
The MMA Smarties Awards is the world’s only global mobile marketing awards program honouring innovation, creativity, and success – highlighting the teams and talent that push the boundaries of mobile marketing to reach and engage with consumers like no other media channel.