Presenting The Smarties Vietnam 2023 Winners
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Vietnam Best In Show
Mondelez International and Publicis Worldwide for
OREO Blackpink in Your Oreo
Credits
Sony Nichani, CEO, Leo Burnett Indonesia
Ravi Shanker, CCO, Leo Burnett Indonesia
Dafi Alfadila, Sr.Creative Director, Leo Burnett Indonesia
Randy Handoko, Sr.Art Director, Leo Burnett Indonesia
Septian Listyanto, Art Director, Leo Burnett Indonesia
Evlin Debora, Copywriter, Leo Burnett Indonesia
Joshua Tjandra, Copywriter, Leo Burnett Indonesia
Monideepa Nandi, Regional Business Director, Leo Burnett Indonesia
Avisenia Qashashi, Associate Account Director, Leo Burnett Indonesia
Athaya Thalla, Sr.Account Executive, Leo Burnett Indonesia
Nilakshi Medhi, Head of Strategic Planning, Leo Burnett Indonesia
Anish Kotian, Managing Director, Leo Burnett Vietnam
Anh Ha Nguyen, Account Director, Leo Burnett Vietnam
Vebrian Wijaya, Motion Designer, Vebz Visual Solution
Nikhil Rao, Vice President Marketing, Mondelez International
Vikram Chandratrey, Head of Marketing Indonesia & Oreo SEA, Mondelez International
Jovena Loon, Senior Brand Manager, Oreo SEA, Mondelez International
Akshay Brijkrishan, Digital Lead, Consumer Experience, Mondelez International
Yadav Sameer, Head of Marketing, Mondelez International Vietnam
Tam Le Minh, Marketing Manager, Mondelez International Vietnam
Ngoc Nguyen Phung Thanh, Brand Manager, Mondelez International Vietnam
Thinesh Muniandy, Overall Lead Producer SEA, Mediamonks
Andrea Dimasuay, Account Director SEA, Mediamonks
Ankit Mathur, Program Manager, Web, APAC, Mediamonks
Liukh -, Director, -
Semi Kim, Assistant Director, -
Chloe Ko, Executive Producer, -
Ratri Kartika Sari, Producer, Imaginary
Revli Pradana, Editor, Imaginary
Timothy Laksmana, Asc Social Media Director, Leo Burnett Indonesia
Rezzi Saputra, Social Media Manager, Leo Burnett Indonesia
Anti Istianti, Senior Broadcast Producer, Leo Burnett Indonesia
Purpose Driven Marketing
Vietnam – Brand Purpose / Activism
Campaigns that use the brand's platform to promote a cause or social issue, including sustainability, to benefit society and give back for the greater good. This can include social, political, corporate sustainability, economic, and/or environmental campaigns for brands, products, services, or initiatives addressing a new program or expanding on an existing one. Example: campaigns focused on giving back to society and promoting social responsibility through a brand's influence and reach.
Gold Winner
Kimberly Clark and Mindshare Vietnam / WPP for
Kotex Fights Back Period Stigma - Bloody Awesome Series
View Case Study | Credits
Bronze Winner
GENERALI VIETNAM and DENTSU X / DENTSU for
GENERALI - THUONG MINH MOT TI, CHO DOI NHU Y
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
Grab and Grab / Grab for
MYNAME Promocodes - Turning Grab Transport Drivers into GrabFood Affiliate Marketers
Watch Video | CreditsSilver Winner
Bayer and Carnival Entertainment for
Igniting the Agricultural Revolution Bayer Vietnam Leads the Way!
Watch Video | CreditsBronze Winner
ABBOTT/ Ensure Gold and Publicis Worldwide for
ENSURE GOLD Go Ahead Stronger, Together
Watch Video | CreditsPurpose Driven Marketing
Vietnam – Diversity & Inclusion
Campaigns or marketing programs raising the audience’s appreciation by providing the means and opportunities to reduce inequality based on age, sex, sexual orientation, disability, race, ethnicity, origin, religion or economic status (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. Describe creative work or strategy specifically directed to these communities and any relevant cultural differences.
Silver Winner
Grab and Grab for
GrabConnect - Digitalising Vietnam’s Farm-to-Door Supply Chain
Watch Video | Credits
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. Additionally, campaigns may incorporate new-age technological solutions to achieve desired business results and make a significant impact on the business.
Gold Winner
Mondelez International and Publicis Worldwide for
OREO Blackpink in Your Oreo
Watch Video | CreditsSilver Winner
GHTK and dentsu Redder for
Beyond Speedy Delivery. Because You Need More
Watch Video | CreditsMarketing Impact
Vietnam – Instant Impact / Promotion
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, 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.
Bronze Winner
Phu Nhuan Jewelry Joint Stock Company (PNJ) and Phu Nhuan Jewelry Joint Stock Company (PNJ) for
Choose your own offer, Shine your way forever
Watch Video | CreditsMarketing Impact
Vietnam – Customer Journey Marketing - Lead Generation / CRM
Campaigns that have a significant impact on the business by strategically applying marketing technology, including third-party platforms such as CRM, CMS, and payment systems. Entries should demonstrate how the use of these platforms generated prospects and leads, resulting in increased sales, conversions, purchase intent, or loyalty and retention, while delivering measurable ROI results and business impact. Successful campaigns should showcase the potential of these platforms to deliver tangible results, and how they were used to provide the best possible experience for customers while driving brand growth and success.
Gold Winner
Vietjet and PMAX for
VIETJET - Personalization with Real-time Data
Watch Video | CreditsSilver Winner
Heineken and Leo Burnett for
HEINEKEN SILVER From Gems to Silver
View Case Study | CreditsSilver Winner
Pernod Ricard and Dentsu Creative for
Pernod Ricard: Raising the bar 11x on Lifetime value
Watch Video | CreditsBronze Winner
TECHCOMBANK and Mindshare Vietnam / WPP for
TECHCOMBANK CASA
View Case Study | CreditsMarketing Impact
Vietnam – Product and / or Service Launch
Campaigns showcasing an effective customer focused product or service launch. Work that launched, or re-launched, a product or service highlighting the 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
HEINEKEN and DENTSU REDSTAR / HAKUHODO / ICON / GALAXY / LEGATO for
Tiger Soju Infused Lager Launch: Asian Explosion In A Bottle
View Case Study | CreditsSilver Winner
Sabeco and Ogilvy Vietnam for
BSG Chill - Turning Around A Beer Brand By Not Acting Like A Beer Brand
View Case Study | CreditsBronze Winner
Perfetti Van Melle and Wavemaker & Digital Turbine for
Mentos Fanta Limited Edition Launch - The Most Unexpected Collaboration Ever
Watch Video | CreditsBronze Winner
L'OREAL VIETNAM and XYZ SAIGON for
MAYBELLINE 3.0 - EVERY FLAW IS A 10
Watch Video | CreditsMarketing Impact
Vietnam – Real Time Marketing
Campaigns showcasing the most successful and engaging creative and media execution based on real-time information and platforms delivering on the brand's objectives. Campaigns that include new age technology solutions in an immediate and meaningful way delivered for achieving desired business results and business impact. 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 marketing goals.
Gold Winner
Vietjet and PMAX for
VIETJET - Personalization with Real-time Data
Watch Video | CreditsSilver Winner
L'Oréal and Starcom / TikTok Vietnam for
L'Oréal Paris Hyaluronic Acid (Ha) Revitalift Livestream Marathon
Watch Video | CreditsSilver Winner
Grab and Grab for
Highlands Coffee treats after every Grab Ride: CRM cross-selling with a twist
View Case Study | CreditsImpact Media
Vietnam – Omnichannel Marketing
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
Sabeco and EssenceMediacom Vietnam for
Bia Saigon Masterbrand Tet 2023 - 63 is 1
Watch Video | CreditsSilver Winner
VNGGames and VNG for
Kiem The Originnovation: How a Remake Game Rises to Mobile Domination
Watch Video | CreditsSilver Winner
Mondelez International and Publicis Worldwide for
OREO Blackpink in Your Oreo
Watch Video | CreditsBronze Winner
Techcombank and dentsu Redder for
How Techcombank made the promotion A CELEBRITY itself & became the most sought after bank-made celebrity this Tet?
Watch Video | CreditsImpact Media
Vietnam – Cross Digital Media Marketing
Truly digital campaigns are now the main stay of many marketing and advertising strategies and are driving most of the spends 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, (digital) 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
Sabeco and EssenceMediacom Vietnam for
Bia Saigon Masterbrand Tet 2023 - 63 is 1
Watch Video | CreditsGold Winner
Nestlé and Mindshare Vietnam / WPP for
"QUIET” NATURE REGENERATES YOUR “LOUD” LIFE
Watch Video | CreditsSilver Winner
Vietnam International Bank and TKL Corporation for
How The Masked Singer VN successfully vocalize VIB’s brand message and enrich its customers experience
Watch Video | Credits
Impact Media
Vietnam – Social Media Marketing
This category aims to recognize outstanding marketing and advertising campaigns that utilize one or multiple social platforms to reach a targeted audience, impact business objectives, and enhance relationships with brands, communities, or consumers. Successful strategies that have effectively communicated with target audiences through social messaging apps and text messaging (SMS/MMS, RCS) to drive sales, engagement, leads, or even foot traffic will be highly considered. The submission should demonstrate how client objectives were met and a significant return on investment (ROI) was achieved through the strategies.
Gold Winner
Mondelez International and Leo Burnett for
OREO Blackpink in Your Oreo
Watch Video | CreditsSilver Winner
Nestle and Mindshare Vietnam / WPP for
Connecting with Nature, Regenerating the Youth - LaVie's success story
Watch Video | CreditsImpact Media
Vietnam – Creator / Influencer / Celebrity Marketing
Campaigns showcasing the best use of social platform/influencers highlighting new community sales models & advertising strategies, creatives capturing consumer attention, interaction and engagement that encourage transactions. Content related to a brand created by consumers, the creator economy - showcase how your brand has used a creator to create special content for your campaign with mostly seamless experience, and shared through social media to increase brand engagement, sales, create buzz about a product or service. Share quantifiable results demonstrating how the influencers used in the campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Silver Winner
Vietnam Airlines and Novaon Digital for
A Space To Speak Yound Mind
Watch Video | CreditsBronze Winner
Techcombank and dentsu Redder for
The Bank For WHY NOT? Generation
Watch Video | CreditsImpact Media
Vietnam – Gaming, Gamification & E-Sports
Campaigns showcasing interactive storytelling as a main stay of the campaign and mainstream gaming apps, gamification applications, in campaign/app gaming or e-sports activities that are either a part of a broader marketing strategy or a stand-alone brand experience. Be specific in describing how the brand is positioned in the gaming environment and the desired results for the business derived from the campaign.
Gold Winner
Bayer Vietnam and EssenceMediacom Vietnam for
Berocca - 2PM Positive Ride
Watch Video | CreditsSilver Winner
Google and Dentsu Creative for
Google: Defeating cyber Bad Friends together
Watch Video | CreditsBronze Winner
Samsung and Leo Burnett for
SAMSUNG GALAXY A The Ungaming Gaming Campaign
Watch Video | CreditsBronze Winner
Techcombank and dentsu Redder for
The BIG CAT that Brings You BIG LUCK
Watch Video | CreditsEmerging Tech Marketing
Vietnam – Data Insights / Contextual Marketing
Use of customer data, analytics, and technology, that play an integral role in the development and execution of a meaningful relationship with a specific audience. Show the most successful and engaging media and creative execution based on real-time information and/or data insights and platform to shape the marketing strategies delivering on the brand's objectives rooted in data-driven customer insight contributing significantly to the business impact including ROI demonstrating elements, such as segmentation or real time targeting, to improve the end user's experience.
Gold Winner
VNGGames and INNITY SOFTWARE AND ADVERTISING COMPANY LIMITED for
Vo Lam Truyen Ky MAX – Programmatic Marketing to the MAX
Watch Video | CreditsSilver Winner
The Coca-Cola Company and WPP Open X, led by EssenceMediacom Vietnam for
Beating the Heat with Context and Content
Watch Video | CreditsSilver Winner
Nestlé and Mindshare Vietnam / WPP for
How La Vie 19 Liters Transforms Its Business Model
Watch Video | CreditsBronze Winner
HEINEKEN VIETNAM BREWERY LIMITED COMPANY and DENTSU REDSTAR for
Strongbow Festive 2023 - THE CULTURAL LEAP OF AN OUT-CIDER
Watch Video | CreditsEmerging Tech Marketing
Vietnam – Programmatic
A campaign that demonstrates how the use of a programmatic/RTB platform improved targeting and increased the efficiency and effectiveness in buying, selling, and creating a digital/mobile advertising solution. Entries can include 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.
Bronze Winner
Audi Vietnam and TenMax Ad Tech Lab for
TenMax & Audi - Driving High-End Results with High-Impact Ads
Watch Video | CreditsBronze Winner
VNGGames and VNG / YoMedia for
Kiem The Originnovation: Programmatic in Action
Watch Video | CreditsEmerging Tech Marketing
Vietnam – Experimental / Innovation Technology
Campaigns that enhance a branded experience by using experimental and innovative technology or applications including the use of Web 3.0 to create immersive large-scale or small-scale digital experiences and events in a way that impresses consumers and drives deeper engagement for fans, ultimately delivering an unforgettable digital or physical experience. Seeking campaigns that showcase creative use of media, highlighting innovative ways of using new or existing technology or applications that are genuinely groundbreaking or innovative to engage with consumers and drive engagement. Examples could include art exhibitions, fairs, trade shows, and signage. Submissions should also include quantifiable business results.
Gold Winner
Mondelez International and Leo Burnett Vietnam for
OREO Lucky Twist
Watch Video | CreditsSilver Winner
Shell and CLICKMEDIA JSC for
Shell Rimula - Ride on Father, Ride on Children
Watch Video | CreditsBronze Winner
AkzoNobel and Carnival Entertainment for
Dulux - Enjoy the moment - Painting AI Dreams
Watch Video | CreditsEmerging Tech Marketing
Vietnam – Spatial / AR / VR / NFT / Metaverse Tech
Moving to Web 3.0 means more privacy and less ability to reach customers the way we do now. Campaigns that are building communities and experiences for customers (including metaverse) and finding advertising opportunities including partnerships and collaborations with creators to leverage their audience and bring innovation, impact and communication power to the brand through use of new technology like NFT to enhance the visual experience of a brand, product, service, or message including, but not limited to AI, AR, VR, robotics, gadgets and electronics, wearable and interactive technology etc. Can be a stand-alone experience, or an extended reality which combines all new Web 3.0 technologies.
Gold Winner
The Coca-Cola Company and WPP Open X, led by EssenceMediacom Vietnam for
Beating the Heat with Context and Content
Watch Video | CreditsGold Winner
HEINEKEN VIETNAM BREWERY LIMITED COMPANY and DENTSU REDSTAR / HAKUHODO for
TIGER CRYSTAL RAVE - THE FIRST-EVER PHYGITAL MUSIC EXPERIENCE TO LEAD & BREAK BEER CONVENTION TO THE YOUNGSTERS
View Case Study | CreditsBronze Winner
Perfetti Van Melle and Wavemaker for
Alpenliebe Powderfilled campaign
View Case Study | CreditsE-commerce marketing
Vietnam – Live (Streaming) E-commerce
Campaigns showcasing best use of content through live streaming highlighting marketing & advertising strategies, creatives capturing consumers attention, interaction and engagement that encourage transactions. Please share quantifiable results demonstrating how the influencers or celebrities used in the campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Gold Winner
L'Oréal and Starcom / TikTok Vietnam for
L'Oréal Paris Hyaluronic Acid (Ha) Revitalift Livestream Marathon
Watch Video | CreditsBronze Winner
Samsung and Starcom for
SAMSUNG GALAXY S23 Make Your Epic Moments More Desirable
Watch Video | CreditsE-commerce marketing
Vietnam – Integrated Ecommerce Innovation
Campaigns showcasing best use of 360 E-commerce highlighting marketing & advertising strategies, creatives and online experiences & activations on an ecommerce platform to carry out innovative marketing/sales methods to achieve marketing purposes and business results. Please share quantifiable results demonstrating how the campaign and any influencers or celebrities used, successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Gold Winner
Grab and Grab for
GrabConnect - Digitalising Vietnam’s Farm-to-Door Supply Chain
Watch Video | CreditsSilver Winner
Heineken and Leo Burnett for
HEINEKEN SILVER From Gems to Silver
View Case Study | CreditsBronze Winner
L'Oréal and Starcom / TikTok Vietnam for
L'Oréal Paris Hyaluronic Acid (Ha) Revitalift Livestream Marathon
Watch Video | CreditsE-commerce marketing
Vietnam – O2O / New Retail / Innovative & New Tech Sales Channels
This award celebrates the best use of new technologies in O2O marketing, where online and offline channels and data are integrated and innovated to provide users with better participation and buying experience. The campaign should demonstrate how it used media creatively and strategically to connect with consumers and achieve the desired results / business impact. The campaign should also highlight how it used influencers or celebrities to drive brand experience / purpose, traffic, and transactions. The campaign should share quantifiable results that show the effectiveness and ROI of the O2O marketing strategy. Highlight marketing & advertising strategies, creatives capturing consumers attention, targeted and engaged audience(s), and encouraged transactions.
Silver Winner
Grab and Grab / Grab for
MYNAME Promocodes - Turning Grab Transport Drivers into GrabFood Affiliate Marketers
Watch Video | CreditsBronze Winner
The Coca-Cola Company and WPP Open X, led by EssenceMediacom Vietnam for
An Epic Promo - An Epic FOMO
Watch Video | CreditsCreative
Vietnam – Customer (CX) / User Experience (UX) & Design
This award focuses on a campaign/brand that provides a truly outstanding customer experience and/or user experience on a platform, or integrated platforms/omni-channel showcasing 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 achieving best B2C or B2B results.
Gold Winner
Techcombank and dentsu Redder for
The BIG CAT that Brings You BIG LUCK
Watch Video | CreditsSilver Winner
Shell Vietnam and EssenceMediacom Vietnam for
Shell Rimula - Ride On Father, Ride On Children
Watch Video | CreditsBronze Winner
Nestle and Nestle/La Vie for
LA VIE - HOW A BRAND REVITALIZED ITSELF BY REGENERATING THE YOUTH
Watch Video | CreditsBronze Winner
The Coca-Cola Company and WPP Open X, led by T&A Ogilvy Vietnam for
Coca-Cola Promo 2023 | "From PROMO to FOMO"
Watch Video | CreditsCreative
Vietnam – Personalisation
Campaigns that perfect the consumer journey and create 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.
Gold Winner
Samsung Galaxy and Cheil Vietnam for
Samsung Galaxy Z FLIP4 | Z FOLD4 - Curate Your Flex Mode
Watch Video | CreditsSilver Winner
Grab and Grab / Grab for
MYNAME Promocodes - Turning Grab Transport Drivers into GrabFood Affiliate Marketers
Watch Video | CreditsBronze Winner
Nestlé and Nestlé/ La Vie for
Choose La Vie – Your 30years of Natural Goodness and More
View Case Study | 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.
Silver Winner
ABBOTT and Hakuhodo SAC for
ENSURE GOLD 2022 VU LAN CAMPAIGN – Insight Driven Campaign to Inspire Caregivers' Action
Watch Video | CreditsBronze Winner
The Coca-Cola Company and WPP Open X, led by T&A Ogilvy Vietnam for
Sprite “Heat Happens, Stay Cool” 2022
Watch Video | Credits2023 Smarties Vietnam Industry Award Winners
Brand of the Year
Grab Vietnam
Advertiser of the Year
Heineken Vietnam
Most Resilient Brand of the Year
Nescafé
Holding Agency of the Year
Publicis Groupe
Media Agency of the Year
EssenseMediacom Vietnam
Creative Agency of the Year
Publicis Worldwide
Digital Agency of the Year
Icon Media
Digital Specialist Agency of the Year
Media Monks
Enabling Technology Company of the Year
TikTok
Publisher of the Year
Grab