Tangrams 2019: 15 shortlists from India

Mindshare India gets 11 while BBDO and WATConsult get two each

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The shortlist is out for the 2019 Tangrams Strategy & Effectiveness Awards, which will be presented at 6:30 pm Thursday on the Inspiration Stage at Spikes Asia at Suntech in Singapore.

The jury has shortlisted 135 entries, and the final round of judging will be conducted in Singapore during the festival this week.

The shortlisted entries break down as follows into the five award types:

Effectiveness: 39
Media Strategy: 33
Digital Strategy: 33
Data & Analytics: 20
eCommerce: 10

Delegate passes to Spikes Asia are available at www.spikes.asia.

The complete shortlist:

Category	Entrant company	Title	Product/Brand	Country
Data & Analytics
Data Mining	AFFINITY	From the couch to the Coast: Shifting perception for unprecedented ROI	Tourism Central Coast	Australia
Audience Segmentation	BBDO Singapore Pte Ltd	AIA - The Healthy Living Kid's Conference	AIA	Singapore
Audience Segmentation	CHE Proximity	NRMA Safety Hub	NRMA	Australia
Audience Segmentation	AFFINITY	From the couch to the Coast: Shifting perception for unprecedented ROI	Tourism Central Coast	Australia
Response / Real-Time Data	GroupM Media India Private Limited (Mindshare)	The Adaptive Data Lighthouse	Lifebuoy	India
Response / Real-Time Data	iPropsect Hong Kong Ltd	Simply Cash - The Algorithm Agent	Standard Chartered Bank	Hong Kong S.A.R., China
Response / Real-Time Data	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Data Storytelling	BBDO China	A Revelation of Trends	Alibaba/Tmall	China
Data Storytelling	AFFINITY	From the couch to the Coast: Shifting perception for unprecedented ROI	Tourism Central Coast	Australia
Personalisation	iPropsect Hong Kong Ltd	Simply Cash - The Algorithm Agent	Standard Chartered Bank	Hong Kong S.A.R., China
Personalisation	BBDO Bangkok	Targeted Ads	JD Central	Thailand
Multiple Data Sourcing / Merging	GroupM Media India Private Limited (Mindshare)	The Adaptive Data Lighthouse	Lifebuoy	India
Multiple Data Sourcing / Merging	Mindshare	Otrivin - Cold and Flu Predictor	Otrivin	India
Analytics Innovation	BBC Global News Singapore	Connecting the Dots to Measure Marketing Impact	Singapore
Analytics Innovation	GroupM Media India Private Limited (Mindshare)	The Adaptive Data Lighthouse	Lifebuoy	India
Customer Intelligence	AFFINITY	From the couch to the Coast: Shifting perception for unprecedented ROI	Tourism Central Coast	Australia
Customer Intelligence	iPropsect Hong Kong Ltd	Simply Cash - The Algorithm Agent	Standard Chartered Bank	Hong Kong S.A.R., China
Customer Intelligence	CHE Proximity	NRMA Safety Hub	NRMA	Australia
Innovative Use of Data Technology	GroupM Media India Private Limited (Mindshare)	The Adaptive Data Lighthouse	Lifebuoy	India
Innovative Use of Data Technology	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Digital Strategy
Food & Beverages	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Consumer Electronics & Accessories	CHE Proximity	NRMA Safety Hub	NRMA	Australia
Entertainment, Lifetstyle & Recreation	AFFINITY	From the couch to the Coast: Shifting perception for unprecedented ROI	Tourism Central Coast	Australia
Consumer & B2B Services	Wunderman Thompson Singapore	HSBC Visa Platinum Credit Card Re-launch Campaign “Make Family Time More Fulfilling"	HSBC Singapore	Singapore
Consumer & B2B Services	TBWA\Santiago Mangada Puno	Game on for banking: Tapping the passions of fandoms through hypertargeting	RCBC My Wallet	Philippines
Charities, Public Services & Awareness Messages	TBWA\Singapore	The Unbeatables	Singapore Tourism Board	Singapore
Charities, Public Services & Awareness Messages	Ace Saatchi and Saatchi	Project Unfriend	Project Unfriend	Philippines
Charities, Public Services & Awareness Messages	Mindshare	Movement for Movement	Rexona	Indonesia
Search	WATConsult	Mind Your Language	Racold by Ariston Thermo	India
Website & Microsites	Apparent	VMware Cloud Website	VMware Cloud	Australia
Mobile	CHE Proximity	NRMA Safety Hub	NRMA	Australia
Mobile	Mindshare	Movement for Movement	Rexona	Indonesia
Mobile	Mindshare Philippines	DOMEX CERTIFIED CLEAN TOILETS	Domex	Philippines
Mobile	Mindshare China	Nike World Cup: Daring China’s teenage footballers to be the best!	Nike	China
Mobile	Mindshare China	Nike All-Star Weekend: Better than Broadcast	Nike	China
Mobile	Mindshare China	Influence the Influencer	Castrol	China
Mobile	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Gaming	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Video	BBDO Guerrero	SPAM® Recipeoke	SPAM® Brand	Philippines
Video	Ace Saatchi and Saatchi	Project Unfriend	Project Unfriend	Philippines
Video	TBWA Hong Kong	The Algorithm Agent	Standard Chartered Bank	Hong Kong S.A.R., China
Video	Mindshare China	Nike World Cup: Daring China’s teenage footballers to be the best!	Nike	China
Social / Influencers	BBDO Guerrero	SPAM® Recipeoke	SPAM® Brand	Philippines
Social / Influencers	Ace Saatchi and Saatchi	Project Unfriend	Project Unfriend	Philippines
Social / Influencers	Ace Saatchi & Saatchi	Sangobion Symptom Patrol	Sangobion IRON+	Philippines
Digital Innovation	SVEN	The World's First Smart 1Question Job Interview Bot	Teleperformance Philippines	Philippines
Digital Innovation	MediaCom	Hitting the Bull’s-eye with V-Power Dynamic OOH	Shell V-Power	Malaysia
Digital Innovation	AFFINITY	From the couch to the Coast: Shifting perception for unprecedented ROI	Tourism Central Coast	Australia
Digital Innovation	Mindshare China	Nike All-Star Weekend: Better than Broadcast	Nike	China
Digitally Integrated Campaign	Wunderman Thompson Singapore	HSBC Visa Platinum Credit Card Re-launch Campaign “Make Family Time More Fulfilling"	HSBC Singapore	Singapore
Digitally Integrated Campaign	Mindshare	Movement for Movement	Rexona	Indonesia
Digitally Integrated Campaign	Mindshare	Data Driven Emotion Mapping	Clear Men	Vietnam
Digitally Integrated Campaign	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
eCommerce
FMCG Retail Services	BBDO China	A Revelation of Trends	Alibaba/Tmall	China
FMCG Retail Services	Isobar China Group	KFC Christmas Pocket Store	KFC	China
FMCG Retail Services	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Consumer Electronics & Accessories	WATConsult	Mind Your Language	Racold by Ariston Thermo	India
User Experience	Isobar China Group	KFC Christmas Pocket Store	KFC	China
User Experience	Mindshare China	Nike All-Star Weekend: Better than Broadcast	Nike	China
User Experience	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Mobile & Apps	Isobar China Group	KFC Christmas Pocket Store	KFC	China
Mobile & Apps	Mindshare China	Nike All-Star Weekend: Better than Broadcast	Nike	China
Data	BBDO China	A Revelation of Trends	Alibaba/Tmall	China
Effectiveness
Food & Beverages	Leo Burnett Group Manila	The McDelivery Pin	McDonald's	Philippines
Food & Beverages	I&S BBDO	Oyster Kanji Dictation	Hiroshima Oyster	Japan
Household Products & Services	Saatchi&Saatchi Shanghai	The Long Awaited First Touch	Pampers	China
Household Products & Services	BBDO INDIA PVT LTD.	#STANDBYTOUGHMOMS	ALL OUT	India
Pharmaceuticals, Beauty Products, Cosmetics & Toiletries	McCann Health Japan	Washable Book	Angfa	Japan
Pharmaceuticals, Beauty Products, Cosmetics & Toiletries	GroupM Media India Private Limited (Mindshare)	The Adaptive Data Lighthouse	Lifebuoy	India
Other FMCG	Clemenger BBDO (Melbourne)	Myer - Naughty or Nice Bauble	Myer	Australia
Entertainment, Lifestyle & Recreation	GREY WORLDWIDE	TESCO- UNFORGETTABLE BAG	TESCO	Malaysia
Consumer & B2B Services	TBWA Hong Kong	The Algorithm Agent	Standard Chartered Bank	Hong Kong S.A.R., China
Consumer & B2B Services	CHE Proximity	RACV Pet Insurance “Cover for their overconfidence”	RACV	Australia
Consumer & B2B Services	CHE Proximity	NRMA Safety Hub	NRMA	Australia
Innovative Use of Media	GREY WORLDWIDE	TESCO- UNFORGETTABLE BAG	TESCO	Malaysia
Innovative Use of Media	I&S BBDO	Oyster Kanji Dictation	Hiroshima Oyster	Japan
Innovative Use of Media	Leo Burnett Group Manila	The McDelivery Pin	McDonald's	Philippines
Innovative Use of Media	BBDO Bangkok	Targeted Ads	JD Central	Thailand
Innovative Use of Media	CHE Proximity	RACV Pet Insurance “Cover for their overconfidence”	RACV	Australia
Innovative Use of Media	whiteGREY	Rethinking Volvo Cars with Omtanke	Volvo Cars	Australia
Branded Content	I&S BBDO	Oyster Kanji Dictation	Hiroshima Oyster	Japan
Branded Content	CHE Proximity	RACV Pet Insurance “Cover for their overconfidence”	RACV	Australia
Sponsorship & Event Marketing	BBH CHINA	The Art of AI	Google	China
Sponsorship & Event Marketing	Storyteller Bangkok	WALK by Johnnie Walker	Diageo Moet Henessy Thailand	Thailand
Insights / Strategic Thinking	BBDO China	McDonald’s – A Tale of “Name Change” in Chinese New Year	McDonald’s	China
Insights / Strategic Thinking	BBDO INDIA PVT LTD.	#STANDBYTOUGHMOMS	ALL OUT	India
Insights / Strategic Thinking	I&S BBDO	Oyster Kanji Dictation	Hiroshima Oyster	Japan
Insights / Strategic Thinking	GroupM Media India Private Limited (Mindshare)	The Adaptive Data Lighthouse	Lifebuoy	India
Insights / Strategic Thinking	CHE Proximity	RACV Pet Insurance “Cover for their overconfidence”	RACV	Australia
Insights / Strategic Thinking	whiteGREY	Rethinking Volvo Cars with Omtanke	Volvo Cars	Australia
Insights / Strategic Thinking	CHE Proximity	NRMA Safety Hub	NRMA	Australia
Small Budget Marketing Campaign	Dentsu Shanghai	Care Label	GU Fashion	China
Small Budget Marketing Campaign	I&S BBDO	Oyster Kanji Dictation	Hiroshima Oyster	Japan
Small Budget Marketing Campaign	Leo Burnett Group Manila	The McDelivery Pin	McDonald's	Philippines
Small Budget Marketing Campaign	McCann Health Japan	Washable Book	Angfa	Japan
Marketing Campaign for National Brand Development	McCann Shanghai	Coca-Cola Faces of the City	Coca-Cola Coke	China
Marketing Campaign for National Brand Development	BBDO China	A Revelation of Trends	Alibaba/Tmall	China
Marketing Campaign for National Brand Development	GroupM Media India Private Limited (Mindshare)	The Adaptive Data Lighthouse	Lifebuoy	India
Marketing Campaign for National Brand Development	whiteGREY	Rethinking Volvo Cars with Omtanke	Volvo Cars	Australia
Marketing Campaign for National Brand Development	Clemenger BBDO (Melbourne)	Myer - Naughty or Nice Bauble	Myer	Australia
Sustained Success	Clemenger BBDO (Melbourne)	Overtaking the classics to become Australia's favourite beer	Great Northern	Australia
Integrated Marketing Campaign	Clemenger BBDO (Melbourne)	Myer - Naughty or Nice Bauble	Myer	Australia
Media Strategy
Food & Beverages	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Household Products & Services	MediaCom	Brighter Homes, Brighter Kids	AkzoNobel - Dulux	China
Household Products & Services	Mindshare	Less Screen Time, More Play Time	OMO	Vietnam
Phamaceuticals, Beauty Products, Cosmetics & Toiletries	GroupM Media India Private Limited (Mindshare)	The Adaptive Data Lighthouse	Lifebuoy	India
Phamaceuticals, Beauty Products, Cosmetics & Toiletries	Initiative Philippines	Always Come Prepared	Durex	Philippines
Phamaceuticals, Beauty Products, Cosmetics & Toiletries	Mindshare China	JLG’s A.I. Baby Expert	JingLingGuan (JLG)	China
Entertainment, Lifestyle & Recreation	Mindshare	Monty: The World's First AI Predictive Commentator	Fox Cricket	Australia
Consumer & B2B Services	CHE Proximity	NRMA Safety Hub	NRMA	Australia
Charities, Public Services & Awareness Messages	BCF Dentsu	Men, you're not talking, so try ticking.	The Movember Foundation	New Zealand
Branded Content	Mindshare China	JLG’s A.I. Baby Expert	JingLingGuan (JLG)	China
Sponsorship & Event Marketing	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Digital Media	Mindshare	Monty: The World's First AI Predictive Commentator	Fox Cricket	Australia
Digital Media	TBWA Hong Kong	The Algorithm Agent	Standard Chartered Bank	Hong Kong S.A.R., China
Digital Media	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Mobile	GroupM Media India Private Limited (Mindshare)	The Adaptive Data Lighthouse	Lifebuoy	India
Mobile	CHE Proximity	NRMA Safety Hub	NRMA	Australia
Mobile	Mindshare Philippines	DOMEX CERTIFIED CLEAN TOILETS	Domex	Philippines
Mobile	Mindshare China	HsuFuChi Chinese New Year Memory Train	HsuFuChi	China
Mobile	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Social	Ace Saatchi and Saatchi	Project Unfriend	Project Unfriend	Philippines
Social	Ace Saatchi & Saatchi	Sangobion Symptom Patrol	Sangobion IRON+	Philippines
Social	Initiative Philippines	Always Come Prepared	Durex	Philippines
Social	Mindshare China	Nescafe – From Tianyi With Love	Nestlé Smoovlatté	China
Media Innovation	GREY WORLDWIDE	TESCO- UNFORGETTABLE BAG	TESCO	Malaysia
Media Innovation	Mindshare	Monty: The World's First AI Predictive Commentator	Fox Cricket	Australia
Media Innovation	TBWA Hong Kong	The Algorithm Agent	Standard Chartered Bank	Hong Kong S.A.R., China
Media Innovation	Mindshare China	Colonel KI - The First Colonel to Conquer e-Sports	KFC	China
Integrated Use of Media	Mindshare	Ovaltine – Empower Kids’ Happy Exploration	Ovaltine	Vietnam
Small Budget Media Campaign	Ace Saatchi and Saatchi	Project Unfriend	Project Unfriend	Philippines
Small Budget Media Campaign	McCann Worldgroup Philippines	Break in Case of Life’s Little Emergencies	KitKat	Philippines
Small Budget Media Campaign	Mindshare China	JLG’s A.I. Baby Expert	JingLingGuan (JLG)	China
Media Strategy for National Brand Development	Initiative China	LEGO CITY: ARCTIC ADVENTURE	LEGO	China
Media Strategy for National Brand Development	GroupM Media India Private Limited (Mindshare)	The Adaptive Data Lighthouse	Lifebuoy	India