Presenting The Smarties Vietnam 2019 Winners
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Vietnam Best In Show
Lifebuoy and Mindshare for
INFECTION ALERT SYSTEM
Credits
Ha Tran, Director, Mindshare
Thuy Tran, Associate Director, Mindshare
Quy Ta, Senior Executive, Mindshare
Soumya Panda, Director, Mindshare
Linh Ngo, Brand Manager, Unilever
My Nguyen, Assistant Brand Manager, Unilever
Vu Nguyen, CCBT Lead, Unilever
Marketing Objective
Vietnam – Brand Awareness
Brand growth, development and enrichment. These components are critical to a successful brand awareness campaign as well as establishing brand recognition and familiarity with your customers. Please showcase how your campaign has achieved any or all of these components.
Gold Winner
FuzeTea and MediaCom Vietnam / Dentsu Vietnam for
FuzeTea - Song in a Bottle
Watch Video | CreditsSilver Winner
Shell Advance and Mediacom Vietnam / Click Media for
Shell Advance Forever Outriders
Watch Video | Credits
Marketing Objective
Vietnam – Lead Generation / Direct Response / Conversions
A great lead generation campaign will expertly use mobile to directly impact sales, conversions, trial or purchase intent. It can also be quite powerful prior to any transaction(s) if the mobile campaign attracts a good amount of prospective customers that are primed for future engagement and sales.
Bronze Winner
Friso and N/A / Friesland Campina Vietnam for
Friso Conquers 12.12, Again!
Watch Video | CreditsMarketing Objective
Vietnam – Promotion
A promotion can range from contests and coupons to special offers, sweepstakes and POS/Merchandising. Demos, coupons, exhibitions/trade shows, games, special offers (and more) are also fair game for this category. Please be very specific in demonstrating how your campaign specifically changed buyer behavior.
Gold Winner
Coca cola and Media Com & Dentsu Vietnam / POKKT for
Coke For Every Vietnamese
Watch Video | CreditsMarketing Objective
Vietnam – Relationship Building / CRM
Keeping the customers you have is already tough. Increasing their loyalty is another thing altogether. But that’s what CRM is all about - building and managing customer relationships. This category is for the best examples of how mobile can be the cornerstone to those relationships.
Gold Winner
Colorbond and Blueseed Digital for
Bond Club - Colorbond's Data Driven B2B CRM
Watch Video | Credits
Marketing Objective
Vietnam – Social Impact / Not For Profit
Driving social change - from the palm of your hand. Or your tablet. Or some other mobile device. The point is, campaigns for not-for-profits or government agencies are now more powerful than ever because mobile makes them accessible to everyone. This category is for best in class campaigns that create significant social change or deliver against a public service.
Bronze Winner
Omo/Unilever and Clickmedia Vietnam / Click Media & Mindshare for
Take Dirt To Give Dirt
Watch Video | CreditsMedia
Vietnam – Cross Media
This category utilizes mobile as a core strategy, along with one or more separate channels to round out the campaign. This could include: TV, print, radio, outdoor, PR, direct marketing, etc.
Gold Winner
The Coca-Cola Company and MediaCom Vietnam / Dentsu Vietnam for
Coca-Cola Uplift Vietnam AR
Watch Video | CreditsSilver Winner
Biti's / Biti's Kid and Dentsu Redder for
Bitis Smart - A shoe can make kids smarter!
Watch Video | CreditsMedia
Vietnam – Cross Mobile Integration
This category is for campaigns integrating a minimum of 3 mobile applications or mediums (i.e. apps, mobile web, messaging, video, display, search, etc.). We are looking for campaigns that hit the above marks, and are strategically customized for each experience.
Gold Winner
Heineken Vietnam Brewery Limited (HVBL) and Red Star for
HEINEKEN FESTIVE CAMPAIGN
Watch Video | CreditsSilver Winner
Philips Domestic Appliances (Philips) - VIETNAM and Carat Vietnam for
PHILIPS - PRODUCT TO ARCHETYPE CONTENT ENGINE (PACE)
Watch Video | CreditsBronze Winner
Suntory Pepsico/ Revive and Wunderman Thompson Vietnam for
Revive Beat The Heat
Watch Video | CreditsMedia
Vietnam – Mobile App Advertising
Any application that provides information, entertainment, productivity or utility for the customer. Mobile App can be part of a broader marketing strategy or a stand-alone brand experience. Both short-term apps for a specific moment in time as well as longer term apps are eligible for this category.
Gold Winner
Biti's / Biti's Kid and Dentsu Redder for
Bitis Smart - A shoe can make kids smarter!
Watch Video | CreditsSilver Winner
7UP and Mindshare for
7UP FIDO DIDO - SHAKE THE SUMMER HEAT AWAY
Watch Video | Credits
Media
Vietnam – Programmatic
A campaign that demonstrates how the use of a programmatic / RTB platform improved the targeting and increased the efficiency and effectiveness in buying, selling and creating a mobile advertising solution.
Gold Winner
Google and Toaster for
Google - Easy Questions Don't Always Have Easy Answers
Watch Video | CreditsSilver Winner
Heineken Vietnam Brewery Limited (HVBL) and Red Star for
HEINEKEN FESTIVE CAMPAIGN
Watch Video | CreditsBronze Winner
Friso and N/A / Friesland Campina Vietnam for
Friso - Winning over Vietnamese Moms with unique proposition
Watch Video | CreditsMedia
Vietnam – Mobile Social
Social can include networks (think Facebook, Snapchat, Instagram, etc.), person-to-person (i.e. Skype, Facebook Messenger, Whatsapp etc.). Of course, all work must be focused on the mobile platform.
Technology
Vietnam – Innovation
For this category, innovation in mobile marketing can come from two different places: Groundbreaking/new technologies or an unconventional/creative use of existing technology. Due to its exploratory nature, this category will have less weight on results than the others - that doesn’t mean though that you shouldn’t include the impact to your current business or potential shifts it will create for your future marketing efforts.
Silver Winner
Clear Men and Mindshare for
WE KNOW WHEN YOU ARE GOING TO SAY CHEERS NEXT
Watch Video | CreditsBronze Winner
The Coca-Cola Company and MediaCom Vietnam / Dentsu Vietnam for
Coca-Cola Uplift Vietnam AR
Watch Video | CreditsTechnology
Vietnam – Location Based Services or Targeting
Connecting to customers with the most relevant message when and where they are most likely to act with location based targeting is a marketer’s dream. Easier said than done? This category can include one-off executions or longer term campaigns but must include specifics on impact against your marketing goals.
Gold Winner
Google and Toaster for
Google - Easy Questions Don't Always Have Easy Answers
Watch Video | CreditsBronze Winner
Philips and Moblaze, Inmobi for
How Philips Targeted Premium Homes in Vietnam
View Case Study | CreditsTechnology
Vietnam – Mobile Video
Mobile is quickly ascending as the dominant screen for video consumption. It’s nuanced and intimate and is proven to yield impressive results as the most effective storytelling platform, despite the small screen. The formula for success is far more complicated than a 30 second spot but also offers greater opportunities. Show us your best in class, most impactful mobile video campaigns!
Gold Winner
Suntory Pepsico Vietnam/ Mirinda and Dentsu Redder for
MIRINDA – LAUGH THE GRUDGE AWAY FOR TET
Watch Video | CreditsSilver Winner
Heineken Vietnam Brewery Limited (HVBL) and Red Star for
STRONGBOW CHILL CAMPAIGN
Watch Video | Credits
Creative Awards
Vietnam – Best Brand Experience in Mobile Rich Media
This is a category that awards a mobile creative that embodies a brand’s philosophy and identity and creates an immersive and interactive experience keeping the brand at the core. It makes a user engage with a brand on the whole and creates top level recall and recognition in the user’s mind.
Creative Awards
Vietnam – Most Engaging Mobile Creative
This is a category that awards a mobile creative on its post click performance. It measures the engagement levels of the user after the first point of interaction and how engaged a person remained as the ad progressed. It takes into consideration how long the user remained on the ad and whether they shared the experience forward on social media.
Gold Winner
Suntory Pepsico / Revive and Wunderman Thompson Vietnam for
Revive Beat The Heat
Watch Video | CreditsSilver Winner
7UP and Mindshare for
7UP FIDO DIDO - SHAKE THE SUMMER HEAT AWAY
Watch Video | Credits2019 Smarties Vietnam Industry Award Winners
Brand of the Year
Cocacola
Marketer of the Year
Unilever
Publisher / Media Company of the Year
Media Agency of the Year in Mobile
Mindshare
Creative Agency of the Year
Dentsu Redder
Special Mention (Agency)
Dinosaur Vietnam