Vietnamobile’s vision – to supply affordable data to everyone in Vietnam – makes the network a realistic proposition for anyone who lives a connected life. Over the years, the brand has developed a loyal and growing customer base of young, data-driven teens, students, twenty-somethings, most of whom are into gaming, content streaming and social media – all of which require a generous supply of data.  

And now, Vietnamobile is seeking to expand its following to a broader age range and demographic – loosely described as the ‘young-at-heart’. Working with WHAM, CKHH’s International Brand Group, the network has produced a simple but impactful brand-led campaign, based on the positioning idea ‘The network for data lovers’.

A visual play on the ‘v’ of Vietnamobile, the campaign is a straightforward celebration of everything data can mean in people’s lives – whether that’s as simple and rational as good value tariffs, as emotive as respect for the planet with reusable SIM cards, or as personal as a Mother’s Day message.  

As you can see, it’s a visual approach that’s infinitely adaptable for the brand. The telco has already adapted its new ‘heart’ symbol to galvanise employees in the workplace, engage on social media and make a big bang in outdoor media.   The campaign came to life in early May, using a mix of digital and traditional media, covering the nation’s north and southern regions.