Smarties™ Vietnam 2016: Winning at Mobile, Winning at Business | Mobile Marketing Association
Release Date: 
January, 2017
Topics of Interest: 

The increasing penetration of smartphone in Vietnam presents a wealth of opportunity for marketers to develop impactful mobile campaigns that resonate with their audiences. Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to understand the drivers that separate winning campaigns from the rest.

The analysis of this year’s winning campaigns has shown that an effective mobile campaign demonstrates an understanding of how the audience acts and thinks - and then translates this understanding into the campaign execution. Winners focused on elevating consumer interactions in an experiential way through the use of technologies such as geo-targeting, facial recognition, motion detection and voice recognition. They created useful, fun and rewarding content and cherry picked influencers that resonated with their consumers, delivering relevant and engaging brand stories.


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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.