Presenting The Smarties Vietnam 2022 Winners
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Vietnam Best In Show
Samsung Galaxy and Publicis Groupe for
Unleash your Fandom
Credits
Truong Le Xuan, Head of Marketing, Samsung
Phuong Nguyen Thu, Head of Premium MX, Samsung
Tam Nguyen Thi Minh, MX Premium Professional, Samsung
Thanh Tran Cong, MX Premium Professional, Samsung
Kate Bayona-Garcia, Chief Executive Officer, Publicis Groupe
Paolo Garcia, Chief Creative Officer, Publicis Groupe
Chandu Rajapreyar, Executive Creative Director, Publicis Groupe
Tra Tran Thi Xuan, Associate Creative Director, Publicis Groupe
Phuong Tran Duy Hoang, Associate Creative Director, Publicis Groupe
Marvin Ramos, Associate Creative Director, Publicis Groupe
Tram Le Thi Bich, Art Director, Publicis Groupe
Hoa Tran Minh, Jr. Art Director, Publicis Groupe
Giang Truong Truong, Sr. Creative Designer, Publicis Groupe
Y Nhi Nguyen Hoang, Jr. Designer, Publicis Groupe
Vy Do Van Ky, Sr. Copywriter, Publicis Groupe
Trung Nguyen Dang Vinh, Associate Creative Lead, Publicis Groupe
Linh Tieu Le, Copywriter, Publicis Groupe
Nguyen Doan Nguyen Phuong, Copywriter, Publicis Groupe
Kris Constantoulas, Head of Strategy, Publicis Groupe
Nhien Truong Nguyen, Sr. Planner, Publicis Groupe
Van Anh Nguyen Hoang, Account Director, Publicis Groupe
Thao Van Ngoc Phuong, Account Director, Publicis Groupe
Tracy Thu Tran, Sr. Account Manager, Publicis Groupe
Thuy Pham, Sr. Account Manager, Publicis Groupe
Joise Nhu Nguyen, Account Executive, Publicis Groupe
Anh Vo, Sr. Business Director, Publicis Groupe
Nhi Tran, Digital Manager, Publicis Groupe
Tien Tran, Sr. Digital Planner, Publicis Groupe
Tien Huynh, Digital Planner, Publicis Groupe
Duong Pham, Sr. Performance Manager, Publicis Groupe
Thinh Ho, Associate Performance Manager, Publicis Groupe
Thuy An Tran Nhat, Account Director, Galaxy Communications
Nhat Minh Dao Nguyen, Account Manager, Galaxy Communications
Khanh Nhung Phan Hoang, Planning Manager, Galaxy Communications
Boi Tam Ly, Associate Account Manager, Galaxy Communications
Hong Ngoc Do Minh, Account Executive, Galaxy Communications
Ngoc Tue Vong, Account Executive, Galaxy Communications
Hong Thao Quyen Le, CCO, Metub Network
Cao Ky Duyen Nguyen, Associate Account Manager, Metub Network
Phu Trieu Minh Nguyen, Account Executive, Metub Network
Thu Huong Hoang, CRM Strategist, Cheil Vietnam
Quynh Van Nguyen Thi, CRM Planner, Cheil Vietnam
Trong Anh Le Nguyen, CRM Specialist, Cheil Vietnam
Yen Ngan Tran, Digital Account Manager, Cheil Vietnam
Vincent Ngo, Key Account Lead, TikTok
Jolie Nguyen, Partnership Manager, TikTok
Sinh Ho Truong, Client Solutions Manager, TikTok
Nhu Tran, Client Solutions Manager, TikTok
Amy Dong, Project Manager Lead, TikTok
Cory Cheang, ADE, TikTok
Quoc Khanh Le, Sr. Account Executive, Innity Vietnam
Nhu Ngoc Nguyen Quynh, Account Manager, Innity Vietnam
Kim Van Huynh, Strategic Partnership Manager, Innity Vietnam
Anh Suong Tran Pham, Strategic Partnership Specialist - Influencer, Innity Vietnam
Huỳnh Xuân Trang, Digital Media Lead, Mobile Division, Publicis Groupe
Trần Lê Anh, Digital CRM Lead, Mobile Division, Publicis Groupe
Marketing Impact
Vietnam – Brand Experience
Communicating your brand and positioning it in the market is core to business success. Campaigns that showcase excellent marketing strategies bridging the gap between the brand and the consumer, brand growth, development, and enrichment. Includes establishing brand recognition, meaningful relationships, memorable engaging experiences, and unique connections, either in single or multimedia platforms that created a 360-customer experience.
Gold Winner
Samsung Galaxy and Publicis Groupe / Leo Burnett, Starcom for
Unleash your Fandom
Watch Video | Credits
Bronze Winner
BIA SAIGON and OGILVY for
BIA SAIGON TET 2022 - HOW REAL LOCAL PRIDE BEATS FAKE NEWS
Watch Video | CreditsBronze Winner
Grab Vietnam and Mindshare Vietnam for
GRABFOOD TIKTOK FOODIELAND
View Case Study | CreditsMarketing Impact
Vietnam – Instant Impact
Best and most effective use of a promotion, either standalone or part of an integrated multi-media – new technologies campaign ranging from contests and coupons to special offers, sweepstakes, and POS/Merchandising. The entry might be a prize draw, a competition, a demo, a coupon, a rebate, a giveaway, a reward scheme, an experiential or an instant win campaign to support the sales and business impact of marketing a product or service directed at either the customer, sales staff, or distribution channel members.
Gold Winner
Heineken and Leo Burnett / MSL, Digitas / Publicis Groupe for
Heineken Silver’s The eKoin
Watch Video | CreditsSilver Winner
Nestlé and Adtima for
Milo Teen - More the scan, more the reward
Watch Video | Credits
Marketing Impact
Vietnam – Lead Generation
Campaigns using strategic application of marketing technology that generated prospects & leads resulting in increased sales, conversions, trial, purchase intent or loyalty and retention. Campaigns showcasing example, use of third-party platforms (CRM, CMS, payments systems etc.) to improve retention and efficiency while delivering ROI results & business impact.
Gold Winner
FE CREDIT and PMAX for
FE CREDIT x PMAX - CROSS-SELLING WITH REAL TIME DATA
Watch Video | Credits
Bronze Winner
Thaco Auto - Peugeot Vietnam and Novaon Digital for
Peugeot: How the White Lion Adapted To Thrive
Watch Video | CreditsBronze Winner
Mondelez Kinh Do Mooncake and Publicis Groupe / Publicis WW, Spark Foundry, Digitas, MSL, Prodigious for
Keeping Festive Stories Virtually Alive
Watch Video | CreditsMarketing Impact
Vietnam – Data Insights
Use of customer data, analytics, and technology, that play an integral role in the development and execution of a campaign to develop a meaningful relationship with a specific audience or community. Transformative approaches to customer insight to shape the marketing strategies in their campaigns that seeks to recognise innovative brand activity rooted in data-driven customer insight to solve a problem but also contributed to the business impact including ROI demonstrating elements such as segmentation or targeting to improve the end user's experience with a brand, product or service.
Silver Winner
FE Credit and AKA Digital for
FE Credit -A SWITCH TO HIGH PERFORMANCE MODE
Watch Video | CreditsMarketing Impact
Vietnam – Product / Service Launch
Campaign showcasing an effective customer focused product or service launch. Work that launched or re-launched a product or service highlighting impact your launch had on consumer perception, increase in sales etc. achieved growth and measurable success. Innovation/creativity, clear strategic thinking, effectiveness and tangible results are key points to be shared.
Gold Winner
Samsung Galaxy and Publicis Groupe / Leo Burnett, Starcom for
Unleash your Fandom
Watch Video | CreditsSilver Winner
Samsung Galaxy Tab S8 Series and Circus Digital for
Samsung Tab S8 series - Let Your Night Side Rule
Watch Video | CreditsBronze Winner
DSquare/ Ariston and DSQUARE (SQUARE DIRECT ADVERTISING COMPANY LIMITED) for
ARISTON - Ice Challenge Campaign
Watch Video | CreditsBronze Winner
Strongbow and Golden Digital / Dentsu Redstar for
Strongbow Chilly Peach - Unordinary launch for an extraordinary impact
Watch Video | CreditsMarketing Impact
Vietnam – Customer Life-Cycle Marketing
Building trust and loyalty and always ensuring the customer experience is paramount. Campaigns putting customer first in providing best in class consumer experience while building relationships with customers in pursuit of brand growth & success having a significant impact on the business as a result.
Silver Winner
Pernod Ricard and Dentsu McGarryBowen Vietnam for
Pernod Ricard's Know your Whisky, Get your Rewards
Watch Video | CreditsBronze Winner
Heineken and Leo Burnett / MSL, Digitas / Publicis Groupe for
Heineken Silver’s The eKoin
Watch Video | CreditsPurpose Driven Marketing
Vietnam – Social Impact Marketing
We believe that marketing can change the world. This award is a recognition to modern-day marketing that drives forward socially responsible marketing that creates significant social change and/or deliver against a public service while demonstrating real impact and creativity & translates into a compelling call-to action to effect positive social change. Includes lobbying, fundraising, expanding, informing or positively changing attitudes and behaviors.
Gold Winner
Ms. Bach Tuyet and Dentsu Redder for
COMEBACK TO MOM'S LULLABY:How did a forgotten type of art make a grand comeback to YouTube top trending and topped Tiktok trend
Watch Video | CreditsSilver Winner
NESTLÉ CORPORATE and OGILVY VIETNAM / ZENITH for
NESTLÉ CORPORATE – Green Tet: Disrupting a thousand-year tradition with Sustainability
Watch Video | Credits
Purpose Driven Marketing
Vietnam – Brand Purpose/Activism
Campaigns that use the brands’ platform to promote a cause or social issue to benefit society and give back for the greater good. This can include social, political, sustainability, economic and/or environmental campaigns addressing a new program or expanding on an existing program.
Gold Winner
RSVP / Accelerate Vietnam Digital 4.0 / Google and RSVP for
Accelerate Vietnam Digital 4.0 Brand Purpose/Activism Award Submission
Watch Video | CreditsSilver Winner
BIA VIET and Phibious Vietnam / Dentsu Redstar / Icon Media / Legato for
Bia Viet - UNITING MILLIONS OF VIETNAMESE ON THEIR WAY HOME FOR A BLOOMING TẾT
Watch Video | CreditsPurpose Driven Marketing
Vietnam – Diversity & Inclusion
Describe creative work or strategy specifically directed to this community and any relevant cultural differences. Campaigns or marketing programs raising the audience’s appreciation by providing the means and opportunities to reduce inequality based on age, sex, sexuality, disability, race, ethnicity, origin, religion or economic (e.g., contractual workers, people with disabilities, small farmers, etc.) and consciousness for the sublime— (painting, sculpture, architecture, music, literature, history, etc.) -in order to uplift the lives of people and society at large.
Silver Winner
Mondelez Kinh Do and Publicis Groupe / Publicis WW, Spark Foundry for
Kinh Do Shop for Hope
Watch Video | CreditsImpact Media
Vietnam – Cross Platform - All Media
Campaigns utilizing digital as core strategy, that demonstrate strategic and tactical thinking in the use of multiple media touchpoints (TV, print, radio, outdoor, PR, direct marketing, etc) to deliver a compelling, business impact while delivering key messages. Media strategy highlighting how the channels came together to deliver outstanding results.
Gold Winner
Samsung Galaxy and Publicis Groupe / Leo Burnett, Starcom for
Unleash your Fandom
Watch Video | CreditsSilver Winner
Heineken and Dentsu Redstar / Leo Burnett/MSL for
HEINEKEN SILVER - THE HUNT FOR SMOOTH GEARS & eKOINS
Watch Video | Credits
Bronze Winner
Generali Vietnam and dentsu X / 30 Pictures for
GENERALI - LỜI CÂU HÔN THỨ 2 - THE SECOND PROPOSAL
Watch Video | CreditsImpact Media
Vietnam – Cross Platform - Digital Only
Cross platform digital campaign integrating a minimum of 3 applications or mediums that enhances a brand experience. Showcase the various digital platforms and devices used to develop and amplify meaningful consumer engagement and business impact. This may include but is not limited to desktop, mobile, wearable technology, outdoor installations, billboards, retail experiences etc. Submissions for this category should hit the above marks and be strategically customized for each experience while delivering ROI.
Gold Winner
Heineken and Dentsu Redstar / Leo Burnett/MSL/Icon for
STARVERSE: BREWING & EXPERIENCING HEINEKEN IN THE METAVERSE
Watch Video | CreditsSilver Winner
URC and Ogilvy Vietnam / Starcom for
Cream-O x Dynamite - A handshake that shakes boredom off school life
Watch Video | CreditsImpact Media
Vietnam – Gaming, Gamification & E-Sports
Gaming apps, gamification applications or e-sports activities that are either a part of a broader marketing strategy or a stand-alone brand experience. Please be specific in describing how the brand is positioned in the gaming environment and the desired results for the business derived from the campaign.
Silver Winner
Castrol POWER1 Ultimate and Mindshare Vietnam for
Castrol in gaming - An ultimate ride to the next
Watch Video | CreditsBronze Winner
Prudential Vietnam and Tequila by TBWA Group Vietnam for
The Banca Game – A Simulation Game of Insurance Industry
Watch Video | CreditsImpact Media
Vietnam – Social Media Marketing
Creative social activity which uses social platforms to impact business objectives and/or to enhance relationships with a brand, community, or consumer. Includes social trends (emojis, memes, hashtags, GIF’s etc.) to leverage brand communication with an audience or community.
Gold Winner
ENSURE GOLD VIETNAM and Hakuhodo & Saigon Advertising Co., Ltd. / Spark Foundry for
ENSURE GOLD 2022 TET CAMPAIGN – A social movement to awake caregivers
Watch Video | CreditsSilver Winner
Head & Shoulders and Dentsu Redder / Mediacom Vietnam for
1 Brand – 100 Names – 1 Solution
Watch Video | CreditsBronze Winner
Samsung Galaxy and Publicis Groupe / Leo Burnett, Starcom for
Unleash your Fandom
Watch Video | CreditsImpact Media
Vietnam – Creator / Influencer Marketing
Content related to a brand created by consumers or influencers and shared through social media to increase brand engagement, sales, create buzz about a product or service, and boost website conversions, etc. Content could be images, videos, text, audio, etc. Campaign showcasing the business impact and ROI achievements.
Gold Winner
Mondelez Kinh Do Mooncake and Publicis Groupe / Publicis WW, Spark Foundry, Digitas, MSL, Prodigious for
Keeping Festive Stories Virtually Alive
Watch Video | CreditsSilver Winner
MAYBELLINE NEW YORK and XYZ SAIGON / CIRCUS DIGITAL for
MẤY BÉ LÌ 2.0 - TRANSFORMING MULTIPLE SHADES OF DARING
Watch Video | Credits
Experience Technology
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 digital/mobile advertising solution. As well as campaigns using creative applications of mobile-based intelligent technology. Includes AI, chat-bots, facial recognition, etc. delivering business results maximising the use of automated media solutions to create memorable campaigns.
Gold Winner
Traveloka and TenMax Ad Tech Lab for
TenMax & Traveloka - Target the micro moment with Real-time Intention Signal Analysis
Watch Video | Credits
Experience Technology
Vietnam – Experimental / Innovation Technology
Innovative Campaign enhancing branded experience that makes use of experimental technology in an innovative way that wows consumers, helps drive deeper engagement for fans and delivers an unforgettable digital or physical experience for the customer. An application of technology that is genuinely innovative or ground-breaking technique or an unconventional/creative use of existing technology, resulting in significant business impact for a brand.
Silver Winner
Mondelez Kinh Do Mooncake and Publicis Worldwide / Spark Foundry, Digitas / Publicis Groupe for
Keeping Festive Stories Virtually Alive
Watch Video | CreditsBronze Winner
Heineken and Dentsu Redstar / Leo Burnett/MSL/Icon for
STARVERSE: BREWING & EXPERIENCING HEINEKEN IN THE METAVERSE
Watch Video | CreditsExperience Technology
Vietnam – Geo Targeting
Use of GPS, geolocation and/or proximity technologies. Brands and tech providers giving their consumers an engaging, personalised and targeted brand experience using proximity technology or location-based data or contextual targeting. Campaign must include specifics on business impact against your marketing goals.
Bronze Winner
Telfast and Omnicom Media Group Vietnam / Grab for
Telfast & Grab Help Vietnamese Overcome Allergies & Live Their Greatness
Watch Video | CreditsWeb 3.0
Vietnam – Spatial Technology
Campaigns using immersive large- or small-scale digital experiences and events which are set up to engage with consumers driving engagement. This may include but is not limited to VR/AR, multi-screen and multi-dimensional experiences. Any brand experience or activation leveraging a space or using a more permanent spatial feature to drive customer engagement. This may include but is not limited to art exhibitions, fairs, trade shows, signage. Please share business results.
Gold Winner
Heineken and Leo Burnett / MSL, Digitas / Publicis Groupe for
Heineken Silver’s The eKoin
Watch Video | CreditsWeb 3.0
Vietnam – Real Time Marketing
Campaigns showcasing the most successful and engaging creative and media execution based on real-time information and platform delivering on the brand's objectives. Campaigns that include new age technology solution in an immediate and meaningful way delivered for achieving desired business results and business impact.
Silver Winner
FE CREDIT and PMAX for
FE CREDIT x PMAX - CROSS-SELLING WITH REAL TIME DATA
Watch Video | CreditsBronze Winner
Telfast and Omnicom Media Group Vietnam / Grab for
Telfast & Grab Help Vietnamese Overcome Allergies & Live Their Greatness
Watch Video | CreditsWeb 3.0
Vietnam – Metaverse
The move to Web 3.0 means more privacy and less ability to reach customers the way we do now. Advertising and marketing are changing in the near future with cookies not being available. Campaigns that are building first party communities and experiences for customers (likely inside the metaverse) and finding advertising opportunities inside metaverse (games, meta real estate etc.) including partnerships and collaborations with creators to leverage their audience and bring innovation, impact and communication power to the brand.
Gold Winner
Castrol POWER1 Ultimate and Mindshare Vietnam for
FROM REAL LIFE INTERACTION TO VIRTUAL ENGAGEMENT FOR ULTIMATE VICTORY
View Case Study | CreditsSilver Winner
Heineken and Dentsu Redstar / Leo Burnett/MSL/Icon for
STARVERSE: BREWING & EXPERIENCING HEINEKEN IN THE METAVERSE
Watch Video | CreditsE-commerce marketing
Vietnam – Integrated Ecommerce Innovation
Campaigns showcasing best use of 360 Ecommerce highlighting (including live streaming) marketing & advertising strategies, creatives and online experiences & activations on e-commerce platform to carry out innovative marketing / sales methods to achieve marketing purposes and business results. Please share quantifiable results demonstrating how campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Gold Winner
Bitis' Hunter and Dentsu Redder for
THE 1ST EVER ECOMMERCE CAMPAIGN TAILORED FOR GEN Z THE SPIRITUAL FOLLOWERS
Watch Video | Credits
E-commerce marketing
Vietnam – O2O / New Retail / Innovative Sales Channels
Campaigns showcasing best use of new technologies in O2O, thru integration and innovation of online and offline channels and data providing users with better participation and buying experience. Highlight marketing & advertising strategies, creatives capturing consumers attention, targeted, and engaged audience(s) and encouraged transactions. Please share quantifiable results demonstrating how the influencers used in the campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Gold Winner
Nestle Nescafe and Publicis Worldwide / Zenith, Digitas / Publicis Groupe for
Nescafé Tarot Ca phe
Watch Video | CreditsSilver Winner
Zespri and Mindshare Vietnam / Dentsu Creative for
Zespri Kiwifruit - Dynamic Uplift In A New Normal
View Case Study | CreditsE-commerce marketing
Vietnam – Social / Influencer Commerce
Campaigns showcasing the best use of social platform/influencers highlighting new community sales models & advertising strategies, creatives capturing consumers attention, interaction and engagement that encourage transactions. Please share quantifiable results demonstrating how the influencers used in the campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Creative
Vietnam – Customer Experience (CX)
Award that focuses on a campaign/brand that provides a truly outstanding customer experience on a platform, or integrated platforms/omni-channel approach achieving best B2C or B2B results. Creative solutions to brand challenges that have a tangible impact on customer experience.
Silver Winner
Nestle Nescafe and Publicis Worldwide / Zenith, Digitas / Publicis Groupe for
Nescafé Tarot Ca phe
Watch Video | CreditsBronze Winner
Generali Vietnam and dentsu X / 30 Pictures for
GENERALI - LỜI CÂU HÔN THỨ 2 - THE SECOND PROPOSAL
Watch Video | CreditsCreative
Vietnam – User Experience (UX) & Design
Design practice focused on the emotional and behavioural response to a digital product or service with relevant, seamless and consistent user experience at every point of interaction, with particular focus on the overall support, structure and usability.
Silver Winner
Grab Vietnam and Mindshare VN / Mindshare Vietnam for
A TET OUT OF SIGHT BUT STILL FULL OF MIND
View Case Study | CreditsCreative
Vietnam – Personalization
Campaign perfecting the consumer journey & creating personalised marketing reflecting best use of data, analytics, AI and automation in creating personalised content at scale for brands and campaigns to effect more business outcomes and enhanced ROI.
Bronze Winner
Nestle Nescafe and Publicis Worldwide / Zenith, Digitas / Publicis Groupe for
Nescafé Tarot Ca phe
Watch Video | CreditsBronze Winner
VPBank and T&A Ogilvy for
VPBank Credit Card Rebranding - Add Wonder To Life
Watch Video | CreditsCreative
Vietnam – Short or Long Form Video
Campaigns demonstrating how video advertising was used to create consumer demand and engagement or provide an immersive experience for the viewer. The creative use of digital footage or online video to create or enhance a brand experience or activation. Including, but not limited to, mobile-based VR and 360° video experiences, shoppable video, personalized video, etc. driving effective business results and engagement.
Gold Winner
Samsung Mobile Experience and Cheil Vietnam for
Let Your Night Side Rule
Watch Video | CreditsSilver Winner
Head & Shoulders and Dentsu Redder / Mediacom Vietnam for
1 Brand – 100 Names – 1 Solution
Watch Video | Credits2022 Smarties Vietnam Industry Award Winners
Brand of the Year
Samsung Galaxy S21
Marketer Of The Year
Heineken Vietnam Brewery Limited (HVBL)
Agency Of The Year
Publicis Groupe
Creative Agency of the Year
Dentsu Redder
Publisher of the Year
Grab
Most Resilient Brand of the Year
Nescafe