Vietnamobile
In the highly competitive Telco industry like in most markets, most offers tend to be the same. In Vietnam specifically, advertising and communication is mainly tactical and very conventional. Vietnamobile not only wanted to differentiate itself amongst other telco brands, but it wanted to create an unbelievable offer and campaign to match. Vietnam Mobile wanted to democratize to grow its subscriber base by giving unlimited data freedom. The strategy was to use “Unbelievable Freedom” as a philosophy in life and make people aware what data freedom could mean to them.
To launch this unbelievable offer, Vietnamobile created “Thanh Sim” which is Vietnamese slang for “God sim” or “High sim” and for it, we created a complete colourful re-brand and campaign film that showcases acts of “unbelievable freedom” as a metaphor for empowerment this offer provides to users across Vietnam. The campaign line "Phe Khong Toung" literally means "Holy shit" or "NO Friggin way" in Vietnamese.
The film features an array of unbelievable talent from across Vietnam. From the Twin brothers that perform amazing gymnastic feats, to the daredevil parkour runner, the bombastic 218 Dance Crew and the jaw-dropping bone breaker. These talents have all come together in one visually stunning film to delight and amaze audiences with the potential of unbelievable freedom. After 1 month of launching, the campaign film has received 2,134 unique media impressions across Vietnam and has reached 1.9 million views on Facebook and keeps growing. In Vietnam, the campaign & offer has caused a lot of controversy as all the other 3 main operating telco’s adjusted their offers to match that of Vietnamobile.
