Held within the MMA Impact Vietnam event on October 25, 2024, the SMARTIES Vietnam 2024 Awards brought excitement and festivity to all speakers, competing brands, and attendees. The event was not only an awards ceremony but also a gathering point for passion, creativity, and innovation in Vietnam’s marketing field.
Organized annually in Vietnam by MMA Global and open for registration every May, the SMARTIES Vietnam Awards aim to recognize the year’s most outstanding marketing campaigns, contributing directly to the development and future shaping of the marketing industry. The 2024 edition marks over a decade of success for the global and APAC SMARTIES Awards, and SMARTIES Vietnam 2024 once again affirms its reputation by garnering widespread attention from the marketing community, from launch to awards night.
Nearly 500 campaigns competed for the industry’s top awards.
This year, the national awards attracted nearly 500 entries, with 144 excellent submissions shortlisted, representing 113 campaigns from 39 standout brands. Competition in each category created a tense and thrilling atmosphere as campaigns were divided into 25 different categories across seven groups, reflecting the creativity and potential of the modern marketing industry. Gathering top names from renowned brands and agencies, SMARTIES Vietnam 2024 not only honors outstanding campaigns but also underscores the importance of marketing in driving consumer behavior, especially amid global economic challenges.
According to Rohit Dadwal, CEO, MMA Global APAC | Global Head of SMARTIES WW and BOD Asia Pacific, the success of the outstanding campaigns at SMARTIES Vietnam 2024 is the clearest testament to how brands can make a big difference in consumers’ minds by seizing opportunities, combining creativity and technology. “Creativity in marketing is the driving force that elevates a brand and makes a difference in challenging times. Therefore, SMARTIES Vietnam 2024 is not only a platform for creative ideas but also a place for marketers to showcase their ability to optimize communication strategies, thus supporting business strategy effectively,” Mr. Rohit shared.
In SMARTIES Vietnam 2024, the main categories are divided into seven channels: Purpose-Driven Marketing, Marketing Impact, Impact Media, Emerging Tech Marketing, E-commerce Marketing, Creative, and AI Marketing. Each channel has 3-9 individual categories, with clear scoring criteria to ensure transparency and fairness throughout the judging process. Each main category features a shortlist of 6-8 nominees, including prominent names like Suntory PepsiCo, Nestlé Vietnam, Samsung Vietnam, and Google, along with renowned marketing agencies such as Publicis Vietnam, Dentsu Vietnam, and Leo Burnett Vietnam.
Beyond the remarkable nominees, the appeal of SMARTIES Vietnam 2024 also stems from an impressive Screening Council. Nearly 100 C-level members from reputable brands and organizations such as Mindshare, Heineken Vietnam, and VPBank meticulously selected the most outstanding candidates for the final round. The jury, comprising 30 exceptional C-level executives from global brands like Unilever, Grab, Guardian, and MMA, played a key role in ensuring that each campaign was evaluated fairly and rigorously, reflecting the creative value and effectiveness they bring to the marketing industry. The presence of these leading experts not only enhances the award’s credibility but also helps set higher standards for campaigns in Vietnam.
Triumphant wins with well-deserved Gold Awards.
Under the scoring framework of SMARTIES Vietnam 2024, each main category has 2-6 scoring criteria, with respective percentage weights for each criterion. Depending on the category, the criteria vary, but the ultimate goal remains to identify the most creative campaigns that deliver tangible brand impact and positive social influence. The detailed scoring system enabled the jury to make accurate, fair decisions, creating an awards season that was both thrilling and transparent.
Regarding the awards, Le Huynh Phuong Thuc, Managing Director of Guardian Vietnam and one of the three Jury Chairs, shared: “I was excited to work with the Jury members to consider and evaluate this year’s campaigns. We observed a strong connection between creative ideas and integrated media channels, along with optimizing and leveraging technology to highlight marketing initiatives, making these ideas more powerful and impressive than ever. I am truly impressed by modern young marketers — you are fully capable of transforming Vietnam’s marketing industry in the future.”
Specifically, in the Integrated Ecommerce Innovation & Live Streaming category under the E-commerce Marketing group, VINFAST made history with its 1ST Car Pre-Order on Livestream campaign, not only providing an engaging online shopping experience but also creating a buzz in the automotive market. Meanwhile, Nestlé made its mark with a Gold Award in the AI-Driven Creative Excellence category under AI Marketing with the campaign La Vie Uses AI in E2E Journey to GET Users Fast, demonstrating technology’s power to create consumer value.
Notably, Grab Vietnam won a Gold Award in the Customer Experience (CX) / User Experience (UX) & Design category under the Creative group with its Grab’s ‘Find Me Here’ Benches campaign, highlighting user experience through creative design. Additionally, Vietnam Airlines, achieving Silver in the Personalization category under Creative, offered a unique personalized experience for customers through its Million Miles of Wonder Experiences campaign. At the same time, Sabeco impressed with a Silver in the WEB 3.0 Technologies Marketing category under Emerging Tech Marketing for the campaign Catch the Dragon, Unleash the Fortune, showcasing innovative market approaches.
Among the outstanding campaigns honored at this year’s awards night, a Gold Award went to Abbott Vietnam’s Ensure Gold brand with its campaign, Lifetime Value Increased by 47%. This campaign in the Customer Journey Marketing – Lead Generation/CRM category under Marketing Impact applied CRM technology to track and analyze the customer journey, developing personalized marketing programs to strengthen existing customer loyalty and open opportunities for sustainable growth.
In the Diversity & Inclusion category under Purpose-Driven Marketing, the Gold Award recognized the campaign Internet Safety Education for Seniors by Google and Dentsu Creative. This campaign not only raised awareness but also contributed to building a more equitable society by providing seniors with essential skills to use the Internet safely. The creative message delivery helped this campaign resonate greatly, creating positive community change.
Another honored campaign, Samsung Galaxy Z5’s Join the Flip Side, was in the Omnichannel Marketing category under Impact Media. The campaign was designed to provide seamless customer experiences across multiple media channels. The synchronized coordination between channels enabled the brand to create a positive and memorable experience for customers while boosting sales.
The SMARTIES Vietnam 2024 awards ceremony concluded, yet the inspiring stories, groundbreaking ideas, and outstanding campaigns continue to resonate strongly within the marketing community. Winning brands and agencies not only gained recognition but also reinforced their positions in the industry, opening new opportunities for collaboration and development. This event has created a solid foundation for dialogues about the future of marketing, encouraging marketers to continue exploring and innovating in their strategies. The values that SMARTIES Vietnam 2024 bring will serve as inspiration for upcoming campaigns, fostering competition and creativity in Vietnam’s marketing industry.
Detailed information about the SMARTIES Vietnam 2024 awards can be viewed at: https://www.mmaglobal.com/smarties/awards/programs/vietnam
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With over 800 member companies worldwide and 15 regional offices, MMA Global is the only marketing trade association that unites the entire ecosystem of marketers, MarTech companies, and media firms, working together to shape the future of marketing while driving current growth. Led by CMOs, MMA enables marketers to drive the necessary changes in marketing – in ways that allow for future breakthroughs while optimizing current operations. MMA is committed to science and scrutiny, believing that marketing impact stems from constructively challenging the status quo, encouraging business leaders to boldly adopt proven best practices, based on peer experience and science, without compromise. MMA invests millions in rigorous research to provide marketers with undeniable truths and actionable tools. By enlightening, empowering, and supporting marketers, MMA shapes future success while driving business growth.
