Viettel Telecom - Marketing Campaign of the Year - Internet / Telecom
Company: Viettel Group
Company Description: Viettel Group is one of the world’s fastest-growing telecom operators with over 110 million subscribers and more than 70,000 employees. We have a presence in 11 countries in Asia, America and Africa. Besides Telecommunications, Viettel is also specialized in Hi-tech Research and Development, Information Technology and so forth.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Internet / Telecom
Nomination Title: ‘TET COMBO’ CAMPAIGN
Specify the date on which this campaign or program was launched:
- Company: Viettel
- Brandname: Viettel Telecom (VTT)
- Establishment: 15/10/2004
- Campaign launching: Jan, 2021.
Reasons
On Jan 2021, Viettel has launched a new Combo package which offers an abundance bundle for users. Under the current impact of Covid-19, there has been an increasing tendency in savings, thus, affordable bundle would encourage customers’ purchasing decisions.
For any brand in Vietnam, Tet is an indispensable occasion to show gratitude to customers, either through branding activities or promotions which further maintain and improve customer loyalty.
Challenges
Tet is also the golden period for numerous brands to launch marketing campaigns with huge investments, especially in music videos (MVs), viral clips, accompanied by sequences of engaging promotions for customers. Challenges arise for Viettel as we need to stand out with a contrary path, yet under a much smaller budget.
Insights
During Tet, the search traffic for MVs and Tet comedy generally increase by 1-2 times, particularly “Kitchen’s Gods Show” – with soaring year-end searches, especially in 2020 when the show halted.
People concern on keeping tradition values, especially in New Year. One of them is releasing live carps into lakes or rivers (as the Kitchen gods make their journey on the back of fish), which is also considered a kindhearted deed to pray for good luck.
Interactive games also increase by 50%, whereas games can efficiently attract consumers because they don’t see games as advertising.
Concept
‘Tet Combo’ with the key message: we can fully embrace and celebrate Tet traditions in modern life by preserving traditional values with technology enhancement.
The strategy is divided into 2 key pillars: Digital and Communication channels in order to reach the target audience of Viettel, aged 15 - 40 through assorted touch points.
-Digital channels to optimize costs while enhancing innovative forms via Facebook, Youtube, Google and Viettel’s apps to attract attention of Gen Z.
-Communication through PR, sales engagement, LCD/Frames in buildings and radio to reach middle-aged/ Millennial customers.
Viettel’s Tet Combo campaign undergoes 3 fundamental stages of the customer journey:
-Awareness: Drawing attention from targeted customers by raising a sought-after topic “Preserving tradition in the digital age”, the campaign kicked off with discussion among over 200 micro influencers on Facebook and technology forums. Spreading the key message, giving solutions to the raised problems by launching the viral comedy remake “Kitchen’s Gods Prequel”, followed by a series of PR articles, Facebook and Google search contents.
-Engagement: Customers would be able to engage in the mobile game “Online Carp Release” which further spread a message on environmental protection. Eventually, triggering heat and calling customers to action of buying the new Combo data package V7C with direct sales, LCD/Frames and radio.
-Action: In order for customers to “voluntarily” approach the advertised combo package - leading to purchasing decision, VTT leveraged the Facebook platform with polling videos, AR Ads, in-stream video and Branded Content. Simultaneously a series of native PR articles further support the campaign in retaining customers’ attention, concurrently promoting word-of-mouth effects.
With total cost equivalent to only 20% of typical Tet campaigns, Viettel delivers a strong Tet vibe while harmonizing traditional and digital elements. As a result, 3.5 million people purchased the advertised Combo data plan during Tet period.
-Mobile game ‘Online Carp Release’: Offering free trials for the new Combo product, the game achieved 20M participation.
-Youtube: Within only 24 hours, the viral comedy remake “Kitchen’s Gods Prequel” promptly ranked Top 1 Trending on Youtube Vietnam, which was secured for 5 consecutive days. As of February 23rd,, the remake has reached 23 million views with 90.000 likes and 4.500 positive comments.
-Facebook: With over 125M impressions and significant earned media value Viettel also adopted in-stream standalone with mobile-first videos and branded content, which drove significant incremental brand ad recall (11.9 points) and favourability (3 points) - 2 times higher than the average index of advertising campaigns in the Asia-Pacific region as well as of the telecommunications industry in general.
-Google Search: With diverse communication across all channels, keyword searches for the Tet Combo Campaign quickly reached 10M search results after 1 week.
-PR: The PR campaign is mainly launched on Kenh14.vn - a channel aimed at young customers aged 25-35, and achieved over 12M views on various forms of PR articles, E-magazine, Mini Magazine, KOL interviews.
-LCD/Frames & Radio: VTT also deploys radio and LCD, Digital Frames as Tet is the season of travelling and gathering.
1. Comedy Remake “Kitchen’s Gods Prequel”
https://www.youtube.com/watch?v=40pmK3zsJzg&;t=1701s
2. Press Clippings
https://kenh14.vn/tao-quan-tien-truyen-nuoc-di-tao-bao-cua-nguoi-dan-dau-trong-cong-cuoc-so-hoa-gia-tri-truyen-thong-20210310114601625.chn
3. Supporting File (CLIP):
https://www.youtube.com/watch?v=1UHquuC2LCs