ACB received the Silver Award at MMA SMARTIES Vietnam 2025 with the campaign "Smart Allies"

(Dan Tri) - At the SMARTIES Awards Vietnam 2025 organized by MMA Global, ACB, S2B Creative & Media and Circus Digital were honored with the Silver Award in the "Quick Impact Campaign" category thanks to the outstanding mark of "Smart Allies: From Finance to Prosperity".

This year, SMARTIES Awards continues to affirm its position by attracting hundreds of campaigns from around the world. In Vietnam alone, the program recorded 982 campaigns submitting entries, of which 527 campaigns were at the national level, 265 campaigns in the Asia- Pacific region (APAC) and 190 campaigns at the global level, demonstrating the strong appeal of the award to the domestic brand and agency community.

The award is a worthy recognition for a creative campaign, imbued with Vietnamese identity and having an impact on business life (Photo:ACB ).

Amidst that vibrant marketing scene, the campaign “Smart Allies: From Finance to Prosperity” stands out thanks to its ability to combine modern financial technology with indigenous cultural values, creating a tailor-made store management solution specifically for business households.

Honored with a Silver Award at the SMARTIES Awards Vietnam 2025, the campaign continues to be present in the Asia- Pacific (APAC) regional finals, affirming its creativity and influence beyond the domestic market.

From cultural understanding to distinctive creativity

The campaign not only introduces a new product, but also creates an instant emotional connection with business people by turning the familiar Vietnamese belief in the “Law of the Five Elements” into a creative touchpoint, harmoniously combining understanding of real life and cultural symbols of the Five Elements.

From there, the QR series of publications Wise Alliance was born. The QR series is designed based on Metal - Wood - Water - Fire - Earth, accompanied by 5 meaningful wishes for the owner.

“Smart Allies” stands out thanks to its ability to combine modern financial technology with indigenous cultural values ​​(Photo: ACB).

QR codes are also produced using anti-counterfeiting and safe overlay technology, ensuring security and durability when used at business locations. When registering for the solution, customers will receive a free QR code as a wish of good luck and a commitment to long-term companionship between ACB and the business.

On August 6, 2024, the Smart Allies team was launched nationwide. More than 3,200 ACB employees were present in 49 provinces and cities, directly introducing the solution to the business community.

The image of colorful QR codes appearing everywhere in markets and streets has become a symbol of a new business style: more modern, safer but still imbued with Vietnamese identity.

Comprehensive digital solution for professional store management

Behind this innovative story is a comprehensive technology solution, where ACB turns the idea of ​​“accessible finance” into a practical tool for hundreds of thousands of Vietnamese businesses.

The campaign was born from the reality that millions of small traders, restaurant owners or small shops still have to manage their own finances, being the seller, accountant and cashier at the same time. For them, time and convenience are the most valuable resources.

ACB develops Store Management Solution on ACB ONE application (Photo: ACB).

This is also a specific customer group: practical, thrifty, only believes in real experiences and real recommendations. Instead of promoting with theory, ACB chooses to appear at their workplace – bringing technology to the store, so that customers can “see, touch and believe” in the real value.

From that context, ACB developed the Store Management Solution on the ACB ONE application, helping homeowners manage cash flow, separate income and expenses, and operate stores more effectively on just one, easy-to-use platform.

There, homeowners can open multiple Loc Phat accounts on the same application, each account is associated with a separate QR code for each store, making it easy to reconcile revenue by point of sale.

Revenue of each store is visually recorded right on the application, helping the owner to monitor and make decisions quickly.

The feature of sharing transaction notifications to employees is also integrated to make the sales process more transparent and convenient, while the right to view balances remains secure.

Thanks to that, the campaign not only introduced a new digital product, but also initiated a "digital household business movement", helping hundreds of thousands of small traders start accessing finance in a more modern and easier way.

Numbers beyond expectations

The “Smart Ally” campaign quickly created a strong ripple effect in the business community, fully demonstrating the spirit of “From Finance to Fortune” – from financial solutions to symbols of prosperity.

As soon as it was launched, the program created a vibrant atmosphere when stores hung colorful QR codes and thousands of homeowners were excited to experience a truly close and easy-to-use financial solution.

ACB's Smart Allies Team is present in 49 provinces and cities (Photo: ACB).

Combined in a multi-channel integrated campaign, the ripple effect quickly translated into concrete results when 63,000 new accounts were opened on the first day of launch; more than 300,000 businesses registered to use the solution in a short time.

As a result, the deposit source increased 15-25 times, in which the CASA ratio increased 33% over the same period, affirming ACB's brand resilience and capital mobilization efficiency. Brand impressions also reached 92 million, discussion growth of 190%, bringing ACB to the top 1 in banking industry discussion in August 2024.

“Being honored with the Silver Award in the “Quick Impact Campaign” category at SMARTIES Awards Vietnam 2025 is a worthy recognition for a creative campaign that is imbued with Vietnamese identity and has a real impact on business life.

The success of the “Smart Ally” campaign not only affirms ACB’s pioneering position in the field of banking marketing, but also opens up a new direction for banking communications: instead of just promoting products, each campaign becomes a journey that brings real value to customers and the community,” said a bank representative.

Source: https://dantri.com.vn/kinh-doanh/acb-nhan-giai-bac-tai-mma-smarties-vietnam-2025-voi-chien-dich-dong-minh-thong-thai-20251103193118232.htm