Leo Burnett wins best in show for Samsung at Vietnam's first Smarties Mobile Marketing Awards

MMA on Stage.jpgLeo Burnett Vietnam bagged the coveted "Best in Show" award at Vietnam's first Smarties Mobile Marketing Awards recently on the back of its "Self-V" campaign developed for Samsung Galaxy V. The same work was also awarded Gold in "Product Launch" and "Mobile Website" categories as well as Silver in "Cross-media Integration."

In addition to that, the agency's YoLove campaign created for Friesland Campina's YoMost brand also took home Silver in "Lead Generation" and "Mobile App" categories.

Both winning campaigns were developed in partnership with Leo Burnett's digital agency in India, Indigo Consulting.
Smarties Award is an annual awards hosted by Mobile Marketing Association to recognize creativity, innovation and leadership in mobile marketing. The winners of the Smarties represent those who are blazing new trails, exhibiting bravery and innovation across the sizzling and competitive mobile marketing ecosystem.

Self-V.jpgSamsung Galaxy V "Selfie to Self-V"
With the fierce price competition in entry-level smartphone segment, Galaxy V needed to emotionally connect with its youth audience, leveraging on their passion points and nationalist sentiments, rather than getting into specifications and price fight. With its product launch campaign 'V for Vietnam', Galaxy V strives to own expressions with the letter 'V' in the local language. Digital was the key channel to interact with tech-savvy youth and achieve this connection. One of the key features of Galaxy V that enables it to stand out among same-priced smartphones and makes it attractive to selfie-obsessed youth is its dual-camera function (front and back cameras). So in line with owning the letter "V", we made a big twist on the regular selfie and turned it into a "Self-V," where "V" stands for "video". Ergo, it's a selfie in the form of a video. To generate a Self-V, we developed a mobile responsive web app that functions as a video-editing tool turning one's multiple selfies into a unique, fun and exciting selfie video.

And to explode buzz about this new Self-V app, Leo Burnett collaborated with YanTV, the biggest youth channel in Vietnam to create a music video featuring 20 famous youth artists and composed an inspiring anthem for the youth, entitled "V."  Best of all, user-generated Self-V's can be merged into this music video so that participants can see themselves in the same video with their favorite artists!

Through the Self-V online campaign, Galaxy V was able to achieve a remarkable 70% positive sentiment on digital and social channels overcoming tough function-driven conversations (Source: Buzzmetrics Report). Best of all, the campaign impressively delivered above sales target.

The "V" song is now in Yan V-Pop Top 10 Chart. Radio stations and online music sites are playing the song over and over again.

YoMist.jpgYomost "You Love" 
The "YoLove" app is a unique augmented reality app that enables Vietnamese youth to confess their love and send personalised animated Valentine's greetings to their special ones via beautifully-designed offline Valentine's cards which are available with purchase of YoMost packs. The app is available in iOS and Android platforms and accessible through YoMost website.

In 2014, Vietnam stands among top 10 countries globally in consuming smartphone and ranks the 3rd of South East Asia in percentage of new smartphone users (source: Mediacells 2014). The latest YoLove app by YoMost is created to engage with its youth audience whose lives revolve around their smart phones.

To kick off the campaign, YoMost produced an inspiring music video featuring a remixed version of the iconic YoMost Valentine's song "Phút Yêu Đầu" (First Moment). The video presents the highlights of the YoLove app through a love confession story to inspire the viewers on professing their love this Valentine's Day. The video has been viewed over 2 million times on video sharing sites including YouTube and Zing, leading to more than 14,000 app downloads across all platforms. (10,903 coming from mobile platforms) and engaging with 446,070 people on YoMost Facebook page during the campaign period.

YoMost Valentine's campaign is a part of a long-term YoMost positioning as the companion of youth, 'livening up' occasions in their life so they can live life to the fullest.

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