Agenda | MMA Global


The MMA Smarties Showcase - a compendium of gold-winning marketing campaigns from the SMARTIES Award - is introduced for the first time in Vietnam. This showcase will delve into the strategies behind campaign success, as well as the issues and challenges that Brands and Agencies encounter during the implementation stage. This is an amazing learning opportunity that marketers cannot miss, with an interactive format that helps you to communicate with the presenters:
+ Case presentation: 10 minutes
+ Q&A: 10 minute


8:30 AM – 8:55 AM

Open for Registrations

9:00 AM – 9:20 AM

Starverse: Brewing & Experiencing Heineken In The Metaverse

Category: Cross Platform - Digital Only

Lead Agency: Dentsu Redstar

Via the cut-thru “Credentials - Starverse” campaign, Heineken’s heritage is brought one step closer to young consumers, especially the non-conventional gen Z, further strengthening its position as the best beer in the world – functionally and emotionally. By revitalizing the Star Brew secrets in the form of the Starverse virtual world, the Heineken “age-old premium beer” is gradually transforming into the “modern refreshing sip” in consumers’ minds.

Senior Media Manager
Heineken Vietnam
Integrated Planning Manager
Dentsu Redstar
In Partnership With:

9:25 AM – 9:45 AM

The 1st Ever Ecommerce Campaign Tailored For Gen Z The Spiritual Followers

Category: Integrated Ecommerce Innovation

Lead Agency: Dentsu Redder

Bitis Hunter once again strongly reinforced their positioning as a brand for youth while demonstrating great brand power into promotion campaigns by smartly approaching media & shopping channels with clear strategic roadmap on a unique Gen Z insight platform. Moreover the brand successfully set themselves distinctive in a chaotic period of fashion category, turning Bitis Hunter into strong engagement, keeping the brand talked among influencers and creative communities for weeks after the campaign.

Group Creative Director
Dentsu Redder
Marketing Advisor
In Partnership With:

9:50 AM – 10:10 AM

Unleash Your Fandom

Category: Brand Experience

Lead Agency: Publicis Groupe

The Unleash Your Fandom campaign was an inspiration to GenZ during the lockdown period. Not only did the campaign help GenZ bridge the gap between fans and idols, it helped bring them recognition and lifted the veil on the Fandom culture of Vietnamese Youths. The campaign's disruptive approach to on ground activation and successful Tiktok amplification was a breath of fresh air for the communication landscape of 2021. It also laid the foundation for Samsung’s ambition of creating a long term communication platform for GenZ by connecting with their passion in a genuine, authentic way.

Senior Brand Manager
Associate Creative Director
Leo Burnett
In Partnership With:

10:15 AM – 10:35 AM

Sport Is A Great Equaliser

Category: Diversity & Inconclusion

Lead Agency: Ogilvy

MILO wanted to emphasize the role of equality through sports, and that every kid irrespective of their height, shape and abilities, are champions not only in sports but also in life as long as they're persistent. The campaign inspired moms and they shared their real, life-changing stories of their kids. It has empowered every kid in Vietnam to take up sports and prove no matter what, and who they are, they have the right to be equally take the advantage that sports gives them and that they should see themselves as nothing less than champions

Deputy Managing Director
Associate Creative Director
In Partnership With:

10:40 AM – 11:00 AM

Tenmax & Traveloka - Target The Micro Moment With Real-Time Intention Signal Analysis

Category: Programmatic

Lead Agency: TenMax AdTech Lab

Traveloka has always been known as one of the leading stars in the travel industry. However, in Vietnam, the unicorn has the disadvantage of late comer. The challenge were not only to be No.1 TOM brand, but also to rocket the travel intenders. Traveloka came up with the creative strategy of a clear message "Tet with the best deals from the best hotels". TenMax delivered the message via high impacts ads formats and sew Traveloka brand image into their users' subconscious with Rolling Cube, a less disturbing ads format. After the campaign, Traveloka has become one of the leading "brands" in stimulating demand to promote the recovery of the tourism industry during post-pandemic era. And most importantly, Traveloka has successfully built its brand image as a technology OTA of 4.0 generation, showing even their advertising were "technological" and attractive.

Sale Director
Marketing Manager
In Partnership With:

11:05 AM – 11:25 AM

From Real Life Interaction To Virtual Engagement For Ultimate Victory

Category: Metaverse

Lead Agency: Mindshare Vietnam

Castrol has been the market leader in the Vietnam lubricant industry; however, the competitiveness witnessed impressive growth in the entire industry. Castrol POWER1 Ultimate fully synthetic technology, the most advanced and premium variant, plays a critical role as the significant impact on communication and media in every action it takes. A mind-blowing idea with direct touch to the youngster that imprints the uniqueness and contributes to the aggressive business target of double-digit sales had put into the must-have requirement focusing. Castrol partnered with the most popular premium game title, League of Legends as an exclusive partner. By boosting innovation - one of the most critical approaches to engaging with youngsters in Gaming and eSports, Castrol POWER1 remained its position. as a market leader.

Head Of Communications, Media And Pr
Castrol Vietnam
Senior Director, Client Leadership
Head of Brand and Product
In Partnership With:

11:30 AM – 11:50 AM

Ensure Gold 2022 Tet Campaign – A Social Movement To Awake Caregivers

Category: Social Media Marketing

Lead Agency: Hakuhodo & Saigon Advertising Co., Ltd

TET 2022 with the 4th pandemic wave brought in a different reality and unprecedented impact – with the highest ever number of COVID cases and fatalities. This has reshaped consumer insights and behaviors – especially for Ensure Gold core target – caregivers. Leveraging the platform of “unforgettable promises” and through disruptive creative and media strategies, Ensure Gold has ingeniously created a powerful emotional urge and a massive social movement for all Vietnamese caregiver to act on those long-standing promises right this Tet to take care of their parents' health.

Associate Marketing Director
Abbott Vietnam
Senior Brand Manager
In Partnership With:


1:00 PM – 4:15 PM


Storytelling for Marketers will inform you how to be better, more confident business storyteller through a systematic approach. You will learn how to use the power of stories to elicit more information from others—story-listening is the art of persuading others to share their stories. You'll discover how to induce stories from others, allowing you to form stronger bonds and gain a better understanding of what's going on.

Founder and CEO
Connecting the Dots Consultancy

4:15 PM – 5:00 PM

Q&A session

The main goal of this session is to help you fully comprehend the Storytelling technique and to resolve any questions you may have about the SMARTIES case presentations in the morning.

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