• Smarties X
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  • MENA
  • Indonesia

Presenting The Smarties Vietnam 2020 Winners

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Highlands Coffee – A Branded Conversation Hi-Jacking All Youngsters Attention In Tet

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

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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 - Sống Như Ý - Live The Life You Desire
Generali Vietnam and dentsu X for

Generali - Sống Như Ý - Live The Life You Desire

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Silver Winner

Bivina – That’s Sea Spirit
Bivina and Red Star for

Bivina – That’s Sea Spirit

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Bronze Winner

Heineken Silver: The Biggest Launch In Vietnam
Heineken Silver and Red Star for

Heineken Silver: The Biggest Launch In Vietnam

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Marketing 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.

Gold Winner

ZaloPay Tet 2020
ZaloPay and T&A Ogilvy for

ZaloPay Tet 2020

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Silver Winner

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
ViettelPay and Dentsu Redder for

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!

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Bronze Winner

Aqua City - The New Normal Real Estates Marketing
Novaland and TSP Digital Performance Agency for

Aqua City - The New Normal Real Estates Marketing

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Marketing 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.

Gold Winner

Biti's Hunter Canvas Of Pride
Biti's Hunter and Dentsu Redder for

Biti's Hunter Canvas Of Pride

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Silver Winner

Highlands Coffee – A Branded Conversation Hi-Jacking All Youngsters Attention In Tet
Highlands Coffee Vietnam and Dentsu Redder for

Highlands Coffee – A Branded Conversation Hi-Jacking All Youngsters Attention In Tet

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Bronze Winner

Revive – Your Everyday Life Is A Sport
Revive and Dentsu Redder for

Revive – Your Everyday Life Is A Sport

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Marketing 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 Penguin Hunting
Bye Bye Fever and Hakuhodo Digital Vietnam & HSAC for

Bye Bye Fever Penguin Hunting

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Marketing 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

With You On The Road Ahead
Castrol and Mindshare / Castrol BP Petco for

With You On The Road Ahead

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Marketing 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 - The Digital Pioneer In Pandemic Prevention
Zalo and Adtima for

Zalo - The Digital Pioneer In Pandemic Prevention

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Media

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 – Sell Away Your Grudges For Tet
Mirinda and Dentsu Redder for

Mirinda – Sell Away Your Grudges For Tet

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Silver Winner

Tiger Roar Your Courage, Uncage Positivity
Tiger and Red Star for

Tiger Roar Your Courage, Uncage Positivity

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Bronze Winner

Biti's Hunter Tet - Bringing Tet Home
Biti's Hunter and Dentsu Redder for

Biti's Hunter Tet - Bringing Tet Home

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Media

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

52 Week Non-Tv Engagement To Build ‘Coca-Cola With Food’ Habit
Coca-Cola and Circus Digital for

52 Week Non-Tv Engagement To Build ‘Coca-Cola With Food’ Habit

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Silver Winner

Strongbow: Taste The Chill Cider
Strongbow and Red Star for

Strongbow: Taste The Chill Cider

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Bronze Winner

Berocca - Get Supercharged At 2pm
Berocca and Carnival for

Berocca - Get Supercharged At 2pm

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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 F1 Special Edition – Mood Lifting Squad
X-Men and The Purpose Group / Marico South East Asia for

X-Men F1 Special Edition – Mood Lifting Squad

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Silver Winner

Highlands Coffee – A Branded Conversation Hi-Jacking All Youngsters Attention In Tet
Highlands Coffee Vietnam and Dentsu Redder for

Highlands Coffee – A Branded Conversation Hi-Jacking All Youngsters Attention In Tet

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Bronze Winner

MAGGI Cook to Connect – Bridging social distancing during Covid19
Maggi and Ogilvy Vietnam for

MAGGI Cook to Connect – Bridging social distancing during Covid19

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Technology

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

Magically turn your kids’ doodles into food orders
Grab (GrabFood) and Mindshare Vietnam for

Magically turn your kids’ doodles into food orders

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Silver Winner

An appreciation like no others from Vsmart
Vsmart and Unblur Creative for

An appreciation like no others from Vsmart

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Technology

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 – A Branded Conversation Hi-Jacking All Youngsters Attention In Tet
Highlands Coffee Vietnam and Dentsu Redder for

Highlands Coffee – A Branded Conversation Hi-Jacking All Youngsters Attention In Tet

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Silver Winner

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
ViettelPay and Dentsu Redder for

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!

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Bronze Winner

Revive Stay Fit @Home – The New Norm in Social Distancing
REVIVE and Mindshare Vietnam for

Revive Stay Fit @Home – The New Norm in Social Distancing

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Technology

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 Tet - Bringing Tet Home
Biti's Hunter and Dentsu Redder for

Biti's Hunter Tet - Bringing Tet Home

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Bronze Winner

Delightful Summer Melodies
Tea+ and Mindshare / Adtima for

Delightful Summer Melodies

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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

FOR THE HUMAN RACE, FOR THE ACT, NOT AD
Coca-Cola and Circus Digital for

FOR THE HUMAN RACE, FOR THE ACT, NOT AD

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Silver Winner

Biti's Hunter Canvas Of Pride
Biti's Hunter and Dentsu Redder for

Biti's Hunter Canvas Of Pride

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Winning 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.

Gold Winner

Coca-Cola Virtual Foodfest
Coca-Cola and Circus Digital for

Coca-Cola Virtual Foodfest

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Silver Winner

Magically turn your kids’ doodles into food orders
Grab (GrabFood) and Mindshare Vietnam for

Magically turn your kids’ doodles into food orders

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Winning 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.

Gold Winner

Strongbow: Taste The Chill Cider
Strongbow and Red Star for

Strongbow: Taste The Chill Cider

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Silver Winner

Tiger Roar Your Courage, Uncage Positivity
Tiger and Red Star for

Tiger Roar Your Courage, Uncage Positivity

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Bronze Winner

Berocca - Get Supercharged At 2pm
Berocca and Carnival for

Berocca - Get Supercharged At 2pm

Watch Video | Credits
Winning 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.

Silver Winner

Shoppertainment
Tiki and Tiki for

Shoppertainment

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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 #phieucungxechat
VinFast Vietnam and Bread n’ Tea / TikTok for

VinFast #phieucungxechat

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Bronze Winner

Berocca - Get Supercharged At 2pm
Berocca and Carnival for

Berocca - Get Supercharged At 2pm

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Creative 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)

Silver Winner

Everything You Need
Tiki and Tiki for

Everything You Need

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Bronze Winner

Google Shopping Answers Made Easy
Google APAC and Toaster for

Google Shopping Answers Made Easy

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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

    Marketing Objective

  • Brand Awareness
  • Lead Generation / Direct Response / Conversions
  • Product / Services Launch
  • Promotion
  • Relationship Building / CRM
  • Social Impact / Not For Profit
  • Media

  • Cross Media
  • Cross Mobile Integration
  • Mobile Social
  • Technology

  • Innovation
  • Mobile Video
  • Mobile Audio / Voice
  • Winning From Home

  • Purposeful Marketing
  • Seamless Consumer Experience
  • Best Use of Mobile To Drive Sales
  • Innovation & Creativity
  • Creative Awards

  • Best Brand Experience in Mobile Rich Media
  • Best Data Driven Display Creative
  • Industry Awards

  • Marketer of the Year
  • Publisher / Media Company of the Year
  • Enabling Technology Company of the Year
  • Agency Network of the Year in Mobile
  • Creative Agency of the Year