The MMA Smarties Awards is a global platform that honors the most innovative and effective mobile marketing campaigns. Each year, brands and agencies from around the world compete for recognition, with the Indonesia 2024 MMA Smarties celebrating the finest marketing talent in the country. This year's shortlist highlights standout campaigns that pushed boundaries, fostered consumer engagement, and delivered impactful results.

Notably, several agencies from FAB—namely Allheart, SNS Indonesia, and BSKSBT—have been recognized for their outstanding work. Let’s take a closer look at the finalists across the different categories.

Purpose-Driven Marketing - Brand Purpose / Activism

Paragon Technology & Innovation, in collaboration with PHD Media and Allheart, has earned a spot on the shortlist for their Wardah Impactful Beauty in Qatar campaign. This purpose-driven initiative highlighted Wardah’s mission to empower women globally while promoting the brand’s core values. The campaign successfully resonated with audiences by addressing important social causes, underscoring the potential of brands to be a force for good.

Diversity & Inclusion

The same campaign—Wardah Impactful Beauty in Qatar campaign by Paragon Technology & Innovation and PHD Media, together with Allheart—also received recognition in the Diversity & Inclusion category. This campaign celebrated inclusivity, showcasing how beauty transcends cultural boundaries. It positioned Wardah as a brand that not only offers quality products but also champions values of diversity and empowerment, key themes that resonate deeply with today’s consumers. 

Impact Media - Social Media Marketing

The collaboration between PT Mundipharma Healthcare Indonesia and SNS Indonesia has been shortlisted for the Betadine Feminine Hygiene "Drama Memew" campaign. By leveraging humor and relatable content, the campaign successfully connected with audiences on social media, building brand awareness and engagement. This recognition underscores the increasing importance of digital storytelling and social platforms in reaching today’s consumers.

Marketing Impact - Small Budget, Big Impact

Starbucks Indonesia and BSKSBT impressed the judges with their #ATeamEffort Starbucks Earth Month Campaign 2024. With a focus on environmental sustainability during Earth Month, the campaign used a limited budget to make a significant impact, raising awareness around eco-friendly practices and engaging Starbucks customers in a meaningful way. This nomination showcases the potential for smaller-scale initiatives to drive big results when creative execution is at the forefront.

The Indonesia 2024 MMA Smarties Awards shortlist shines a spotlight on the most innovative and purpose-driven marketing efforts of the year. Creative agencies like SNS, Allheart, and BSKSBT are leading the charge in creating campaigns that resonate deeply with consumers, drive action, and ultimately shape the future of marketing in the region. As we eagerly await the final results, it’s clear that these nominees have already set the bar for excellence in mobile marketing.

###

About SNS Indonesia: 

Founded in 2016, SNS started as a brand and design firm established under the name “Sugar n’ Spice”. Having handled both multinational and local clients such as Danone, P&G, Indofood and Ajinomoto and winning numerous awards, today SNS, stands for its belief of “Simple and Surprising”, is a creative agency that offers 360 marketing solutions, specializing in branding, advertising, digital content marketing and e-commerce.

Learn more about SNS Indonesia: http://sns-id.com/ 

Instagram: https://instagram.com/sns.indonesia/ 

For more information, please contact: 

Nila “Poppy” Laksmana

Director of SNS Indonesia

e: nila@sns-id.com   

p: +62 811-167-445 

About Allheart:

Based in Jakarta, Allheart is a creative agency built for the new age of advertising, with built-in content production at its core. Founded and led by Andreas Edwitia, former Shopee Creative Lead, as Co-Founder/ Creative Business Director, and along with Faiz Fashridjal, former Head of Marketing at GoTo, as Co-Founder/ Business Director, Allheart is well-positioned to provide its clients with what they call “the big wave and ripple content™” they need to succeed in today's ever-evolving digital world.

Allheart is the newest agency under the 1Hati network — home to leading creative and digital agencies Ambilhati, HeartWork and a fellow newcomer Bukahati — as well as part of FAB Indonesia, one of the largest and fastest growing creative business platforms in the region, comprising more than 40+ companies and 1000+ best talents across the creative industry in Indonesia. 

Learn more about Allheart: https://www.instagram.com/allheart.id/ 

Learn more about 1Hati Network: https://www.instagram.com/1hati_creative/ 

For more information, please contact:

Faiz Fashridjal 

Co-Founder / ⁠⁠Business Director of Allheart

e: faiz@allheart.id

p: +62 818-0213-7266

About BSKSBT:

BSKSBT is a dynamic digital creative agency that embraces the ethos of celebrating every moment as a festivity. BSKSBT operates as a full-service creative digital agency, specializing in next-level digital influencer marketing and engaging with the youth community. Their approach emphasizes creativity, innovation, and a deep connection with digital trends and influencer culture to deliver impactful campaigns and experiences.

BSKSBT is part of the Y Program—a transformative initiative launched by FAB Indonesia, dedicated to empowering and nurturing the next generation of fearless creative entrepreneurs and leaders in Indonesia. Today, the Y Program is home to numerous creative companies namely AdsON Asia, Basement, BSKSBT, The Bride Dept, Exotic Cars Bandung (ECSB), Koentji and Mooilux.

Learn more about BSKSBT: https://www.instagram.com/besoksabtu/ 

Learn more about the Y Program: https://www.instagram.com/start.with.y/ 

For more information, please contact:

Tulus Ciptadi
Managing Director of BSKSBT
e: tulus@bsksbt.com 

p: +62 811-8802-525