MMA Smarties Awards

Honoring innovation, creativity and success in mobile marketing

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Case Study

Friso, a brand of formula milk, continuously optimised its mobile-dominant acquisition strategy to reduce the costs of acquiring new users in Vietnam.

Case Study

Clear, a shampoo brand, used innovative haptic technology for an interactive mobile experience to reach Vietnamese millennials.

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Head and Shoulders, a shampoo brand, worked with ride-hailing app Grab to confront dandruff deniers in Vietnam.

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VLive, a live video-streaming service, increased its users in Vietnam by giving fans closer access to their music idols and incentivising action on the app.

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Pepsi, the carbonated soft drink brand, disrupted Tet with thought-provoking ideas around digital distractions in Vietnam.

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Biti's Hunter, a shoe brand, launched a collaborative collection with entertainment company Marvel to transform the brand's image and resonate better with young adults in Vietnam.

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OMO, a laundry detergent brand, gained market share in rural Vietnam as a result of its mobile-led promotion.

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OMO, a laundry detergent brand, started a debate on Tet preparations and increased its market share in Vietnam.

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Biti's Kids, a footwear brand, achieved 36% incremental growth by launching an animated film for parents and children in Vietnam.

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TEA+, a ready-to-drink tea brand, connected with Vietnamese youth on mobile to increase sales in a competitive market.

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Coca-Cola, the carbonated soft drink brand, reaffirmed its position as the favourite drink to go with food by starting a food festival in Vietnam.

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Sunlight, a dishwashing brand, used hyper-local targeting to reach rural consumers in Vietnam with the promise of free mobile data.

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Closeup, a toothpaste brand, re-established its proposition of closeness, by leveraging technology and Vietnamese consumer's search behaviour.

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Hazeline, a skincare brand, leveraged the popularity of TV show Glee to connect with girls in Vietnam.

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OMO, a laundry detergent brand, deployed bumper ads to remind mothers to keep their children away from mobile devices in Vietnam.

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OMO, a brand of laundry detergent, designed a platform combining gaming, music, audio and entertainment to make a low involvement category such as washing more fun and engaging in Vietnam.

Case Study

Biti's Hunter, a footwear brand, launched a pair of sneakers to celebrate Vietnam's success in the AFC U23 Championships.

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Sting, a carbonated energy drink, leveraged the Asiad 2018 games to promote the brand across digital and social engagements with the Vietnam teams and athletes.

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Comfort, a brand of fabric softener, brought a 'hugging experience' to Vietnam via an AR mobile app.

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Pepsi, a carbonated drink brand, maintained its position in Vietnam by launching a limited range of merchandise and a mobile online/offline experience.

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P/S, a toothpaste brand, created a game to re-engage customers in Vietnam and boost its e-commerce.

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Vietnammm.com, the online food delivery service, generated in-app purchases and app installs to grow its user base and business in Vietnam.

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Nutriboost, a drink brand, targeted users in Vietnam with prize offerings that fit their interests to draw them to engage with the brand.

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Coca-Cola, a soft-drink brand, strengthened its connection with young consumers in Vietnam through its remake of the Glee series.

Case Study

Aquafina, a brand of bottled water, repurposed long-form video content into short-form social ads for its Tet campaign in Vietnam.