Presenting The Smarties Vietnam 2020 Winners
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Vietnam Best In Show
Highlands Coffee Vietnam and Dentsu Redder for
Highlands Coffee – A Branded Conversation Hi-Jacking All Youngsters Attention In Tet
Credits
THUONG PHAN, ASSOCIATE MANAGER BRANDED CONTENT, DENTSU REDDER
DUNG DO, SENIOR EXECUTIVE BCI, DENTSU REDDER
AN NGUYEN, MANAGER CREATIVE PLANNING, DENTSU REDDER
Marketing Objective
Vietnam – Brand Awareness
Campaign created for brand growth, development, and enrichment, as well as establishing brand recognition and familiarity with targeted customers. Showcase how your campaign has achieved any or all of these components.
Gold Winner
Generali Vietnam and dentsu X for
Generali - Sống Như Ý - Live The Life You Desire
Watch Video | Credits
Bronze Winner
Heineken Silver and Red Star for
Heineken Silver: The Biggest Launch In Vietnam
Watch Video | CreditsMarketing Objective
Vietnam – Lead Generation / Direct Response / Conversions
Campaigns which use mobile to directly impact sales, conversions, trial, purchase intent or generated customers for future engagement and sales. Showcase how your submission has achieved either or both.
Silver Winner
ViettelPay and Dentsu Redder for
‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
Watch Video | CreditsBronze Winner
Novaland and TSP Digital Performance Agency for
Aqua City - The New Normal Real Estates Marketing
Watch Video | CreditsMarketing Objective
Vietnam – Product / Services Launch
Work that launched or re-launched a product or service with mobile at the heart, delivering measurable success. Be specific as to what made this launch effective, along with the role mobile played in the process.
Silver Winner
Highlands Coffee Vietnam and Dentsu Redder for
Highlands Coffee – A Branded Conversation Hi-Jacking All Youngsters Attention In Tet
Watch Video | CreditsBronze Winner
Revive and Dentsu Redder for
Revive – Your Everyday Life Is A Sport
Watch Video | CreditsMarketing Objective
Vietnam – Promotion
Campaign ranging from contests and coupons to special offers, sweepstakes and POS/Merchandising. Includes demos, coupons, exhibitions/trade shows, and games. Be very specific in demonstrating how your campaign specifically changed buyer behavior.
Silver Winner
Bye Bye Fever and Hakuhodo Digital Vietnam & HSAC for
Bye Bye Fever Penguin Hunting
Watch Video | CreditsMarketing Objective
Vietnam – Relationship Building / CRM
Campaigns that build and manage customer relationships. Demonstrate how the campaign has increased customer loyalty and/or led to customer retention.
Gold Winner
Castrol and Mindshare / Castrol BP Petco for
With You On The Road Ahead
Watch Video | CreditsMarketing Objective
Vietnam – Social Impact / Not For Profit
Campaigns for not-for-profits or government agencies that create significant social change and/or deliver against a public service. Includes lobbying, fundraising, expanding, informing or positively changing attitudes and behaviors. Show how your approach added value to your customers and benefitted your organization.
Gold Winner
Zalo and Adtima for
Zalo - The Digital Pioneer In Pandemic Prevention
Watch Video | CreditsMedia
Vietnam – Cross Media
Campaign 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
Mirinda and Dentsu Redder for
Mirinda – Sell Away Your Grudges For Tet
Watch Video | CreditsSilver Winner
Tiger and Red Star for
Tiger Roar Your Courage, Uncage Positivity
Watch Video | CreditsBronze Winner
Biti's Hunter and Dentsu Redder for
Biti's Hunter Tet - Bringing Tet Home
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
Coca-Cola and Circus Digital for
52 Week Non-Tv Engagement To Build ‘Coca-Cola With Food’ Habit
Watch Video | Credits
Media
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.
Gold Winner
X-Men and The Purpose Group / Marico South East Asia for
X-Men F1 Special Edition – Mood Lifting Squad
Watch Video | CreditsSilver Winner
Highlands Coffee Vietnam and Dentsu Redder for
Highlands Coffee – A Branded Conversation Hi-Jacking All Youngsters Attention In Tet
Watch Video | CreditsBronze Winner
Maggi and Ogilvy Vietnam for
MAGGI Cook to Connect – Bridging social distancing during Covid19
Watch Video | CreditsTechnology
Vietnam – Innovation
Mobile advertising, applications, or sites that explore new ideas, devices, or methods in their execution and push the boundaries of the discipline. Includes new or groundbreaking techniques or an unconventional/creative use of existing technology. Include the impact to your current business or potential shifts it will create for your future marketing efforts.
Gold Winner
Grab (GrabFood) and Mindshare Vietnam for
Magically turn your kids’ doodles into food orders
Watch Video | CreditsSilver Winner
Vsmart and Unblur Creative for
An appreciation like no others from Vsmart
Watch Video | 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
Highlands Coffee Vietnam and Dentsu Redder for
Highlands Coffee – A Branded Conversation Hi-Jacking All Youngsters Attention In Tet
Watch Video | CreditsSilver Winner
ViettelPay and Dentsu Redder for
‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
Watch Video | CreditsBronze Winner
REVIVE and Mindshare Vietnam for
Revive Stay Fit @Home – The New Norm in Social Distancing
Watch Video | CreditsTechnology
Vietnam – Mobile Audio / Voice
Any campaign that demonstrates how the experience of audio techniques, be it music, voice or other sound (audio advertising), was used in a mobile environment to create consumer demand and engagement.
Silver Winner
Biti's Hunter and Dentsu Redder for
Biti's Hunter Tet - Bringing Tet Home
Watch Video | Credits
Winning From Home
Vietnam – Purposeful Marketing
Campaigns and messaging created to engage in purposeful marketing with the customer thereby contributing to support a larger cause using mobile as a key medium . Demonstrate how the campaign resulted in success in terms of loyalty, top of mind recall or customer sales.
Gold Winner
Coca-Cola and Circus Digital for
FOR THE HUMAN RACE, FOR THE ACT, NOT AD
Watch Video | CreditsSilver Winner
Biti's Hunter and Dentsu Redder for
Biti's Hunter Canvas Of Pride
Watch Video | CreditsWinning From Home
Vietnam – Seamless Consumer Experience
Campaign that enriches digital experiences or enables new methods of connecting with the consumer enabling seamless experience and keeping in mind social distancing norms. Mobile should play a vital role in enhancing consumer experience & engagement.
Silver Winner
Grab (GrabFood) and Mindshare Vietnam for
Magically turn your kids’ doodles into food orders
Watch Video | CreditsWinning From Home
Vietnam – Best Use of Mobile To Drive Sales
Brands that adopted new methods or pivoted to digital as a key sales channel. Campaign can highlight how the brand reengineered their sales strategy & achieved measurable results.
Silver Winner
Tiger and Red Star for
Tiger Roar Your Courage, Uncage Positivity
Watch Video | CreditsWinning From Home
Vietnam – Innovation & Creativity
Campaigns that enabled innovation and creativity primarily leveraging digital media. These campaigns, in turn, delivered significant impact to the current business and enabled significant shifts to content investments in digital as a part of marketing efforts. Showcase how the campaign revolved around innovation & creativity and delivered set KPIs. Mobile to act as a key device for creativity.
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.
Gold Winner
VinFast Vietnam and Bread n’ Tea / TikTok for
VinFast #phieucungxechat
Watch Video | CreditsCreative Awards
Vietnam – Best Data Driven Display Creative
Intelligent use of data insights for scaled personalization of creatives to drive campaign and business objectives. Data insights could be based on audiences, context or from offline input (e.g. pollution API)
2020 Smarties Vietnam Industry Award Winners
Marketer of the Year
Cocacola
Publisher / Media Company
of the Year
TikTok
Enabling Technology Company
of the Year
ViettelPay
Agency Network of the Year in Mobile
Dentsu Aegis Network
Creative Agency of the Year
Dentsu Redder