MMA Smarties Awards

Honoring innovation, creativity and success in mobile marketing

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Case Study

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

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

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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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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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Sunlight, a dishwashing liquid brand, shed light on gender inequality in Vietnam via online social platforms.

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Fuzetea+, a brand of tea, used mobile to increase consideration of its brand among youth in Vietnam.

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Samsung, a conglomerate, increased top of mind brand awareness in Vietnam by launching a mobile game during the World Cup.

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Coca-Cola, a carbonated drink brand, increased its brand love and market share with a World Cup-inspired promotion in Vietnam.

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VinMart+, a supermarket chain, used targeting in-app ads to increase footfall into its stores in Vietnam.

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Comfort, a brand of fabric softener, launched the Comfort Fashion House in Vietnam, which brought users' design ideas to life.

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Totalgaz, a supplier of Liquefied Petroleum Gas, gave Vietnamese mothers a worry-free Tet thanks to its mobile first song and music video.

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

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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 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.

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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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Sunsilk, a haircare brand, used social media and celebrity endorsement to increase brand awareness and sales in Vietnam.

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Saigon Special, a beer brand, created a beach festival to improve brand experience in Vietnam.

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X-Men for Boss, a premium, male-grooming brand, grew its category presence through branded communications optimised for mobile.

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P/S Kids, a toothpaste brand, partnered with influencers to reach Vietnamese parents and their children.

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Tropicana Twister, a brand of fruit drink, instigated sales growth due to a change in communication in Vietnam.