Company: VIETTEL POST JOINT STOCK CORPORATION, Hanoi, Vietnam
Company Description: Viettel Post Joint Stock Corporation was established on July 1, 1997, and is a member company of Viettel Group, with nearly 40,000 employees, 63 branches nationwide, and five member companies (two overseas companies) and more than 2,000 post offices, connecting more than 220 countries and regions. Viettel Post focuses on domestic, international delivery, logistics, e-commerce and telecommunication
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Transportation
 Nomination Title: "Delivery with heart" campaign - Viettel Post
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Duration of the campaign: June 2023 to December 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
This campaign was scheduled from June to December 2023, initiated with the following objectives forming the basis of the "Deliver Your Heart" campaign's planning in three main goals: strategic, business and communication objectives. The "Deliver Your Heart" campaign aimed to connect Viettel Post's brand equity with core values of Viettel Group - “Technology with heart”, accelerate business growth, and appeal to younger customers. It aimed to increase sales, market share, and encourage more consumers to download and use the Viettel Post app. Moreover, this campaign must also gain the objectives in repositioning the brand with an innovative, creative, and youthful image, strengthening the "Fastest - Most Reliable" standpoint and fostering reach and engagement for younger demographics.
Viettel Post was concentrating on executing three phases of communication efforts on the digital platform for this campaign highlighting Vietnamese cultural symbols. Phase 1 named “Commencing the adventure” was operated by launching the "Heart-to-heart" emblem featuring a new companion - the virtual character “Vipo” in order to reach and intrigue the curiosity of customers. In phase 2 with the message “Accompanying Vietnamese goods everywhere”, Viettel Post concentrated on raising customers’ awareness of brand Viettel Post, showcasing a young, innovative spirit and creative campaign themes through Key Visual, iTVC, and theme song "Give your heart over" as well as upgrading customer services. In the last phrase (Maintaining) named “Go everywhere”, the company spreaded message “Delivery with heart, accompanying Vietnamese goods everywhere” by holding the "Net V - Vietnamese cultural features" contest, especially for the younger target audience.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 208 words used.
In the current logistics market context, Viettel Post - one of the leading logistics corporations in Vietnam, needs to implement revolutionary changes in order to make a remarkable impression on customers’ sights. While other logistics businesses exploit communication and marketing activities in terms of price, speediness of delivery, etc. Viettel Post has chosen its "own path" in focusing on conveying the messages of “enthusiasm and pride”.
Vietnamese goods transported by Viettel Post not only have commercial value but also embody the essence of Vietnamese culture and national pride, as well as the passionate enthusiasm of the senders; therefore, the guideline of Viettel Post aims to deliver every package carefully and responsibly. Viettel Post always thoroughly understands the stories and concerns of customers during the transportation journey, which leads to a launching of the marketing campaign "Delivery with heart” with the key message “Accompanying Vietnamese goods everywhere”. "Delivery with heart" campaign not only conveys the eagerness of the sender with each package, but it also demonstrates wholeheartedness, dedication, and heartfelt delivery of Viettel Post’s staff. With a heart full of enthusiasm and the desire to "Accompany with Vietnamese goods everywhere", Viettel Post constantly aspires to spread the spirit of Vietnamese goods not only throughout the nation but also worldwide.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
This campaign was scheduled from June to December 2023, initiated with the following objectives forming the basis of the "Deliver Your Heart" campaign's planning in three main goals: strategic, business and communication objectives. The "Deliver Your Heart" campaign aimed to connect Viettel Post's brand equity with core values of Viettel Group - “Technology with heart”, accelerate business growth, and appeal to younger customers. It aimed to increase sales, market share, and encourage more consumers to download and use the ViettelPost app. Moreover, this campaign must also gain the objectives in repositioning the brand with an innovative, creative, and youthful image, strengthening the "Fastest - Most Reliable" standpoint and fostering reach and engagement for younger demographics
ViettelPost was concentrating on executing three phases of communication efforts on the digital platform for this campaign highlighting Vietnamese cultural symbols. Phase 1 named “Commencing the adventure” was operated by launching the "Heart-to-heart" emblem featuring a new companion - the virtual character “Vipo” in order to reach and intrigue the curiosity of customers. In phase 2 with the message “Accompanying Vietnamese goods everywhere”, Viettel Post concentrated on raising customers’ awareness of brand Viettel Post, showcasing a young, innovative spirit and creative campaign themes through Key Visual, iTVC, and the song "Give your heart over" as well as upgrading customer services. In the last phrase (Maintaining) named “Go everywhere”, the company spreaded message “Delivery with heart, accompanying Vietnamese goods everywhere” by holding the "Net V - Vietnamese cultural features" contest, especially for the younger target audience.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 194 words used.
After almost three months of execution, Viettel Post's campaign has achieved excellent results, largely due to a message that aligns with the insights of its targeted demographic and a well-organized implementation plan across media channels. The iTVC "Accompanying Vietnamese goods everywhere" has received about 500k views on Facebook and Youtube in less than 30 days from its launch. The song "Give your heart over" has amassed 11 million views and can be found on various platforms such as Facebook, Spotify, Itunes, Youtube, and TikTok. After the ringback tones were released, there were 328 downloads in the first three days, placing them among the top 10 with the highest registration rates. There were 11,376 song downloads and registrations as of December 15, 2023. On TikTok, the hashtag #Giaotrontraitim received 5 million views. Moreover, Vipo stickers can also be found on the social media sites Viber, Telegram, and GIPHY (a search engine for stickers and other goods that use the GIF image interchange protocol). After the advertising was launched, the Viettel Post fanpage gained 38,021 new fans in just over three months and 24,018 more participants in the Facebook group of customer service.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 122 words used.
Company profile: https://drive.google.com/file/d/1W1crumsiDKQ_QAo8pwSaO0fXJCvWZ3k4/view ;
Theme song/ Official music video: https://www.youtube.com/watch?v=8L_oBidq1l0
iTVC “Accompanying Vietnamese goods everywhere": https://www.youtube.com/watch?v=NQ_BvhNRSl8
Posts on Facebook booking page :
https://www.facebook.com/lostbird.vn/posts/pfbid0DbxTjMMsBPaHtSVy6mvVtGQs5ZWGMjoPoqDwx64of8hq7mmatS17iTkGPfVmBsW4l
https://www.facebook.com/agencylife/posts/pfbid0UwN2RQeE96w2tyUN55PoLiWupAXBEQNvPz2mbhd1sxFNQCrWKJPqVcTLxC9ZwvtCl
https://www.facebook.com/BrandsVietnam/posts/pfbid02mS3Tknru4tSqknZDrfSDj21rDzDsEW4cV34viNDUzjrNu8ZS1KtwVWHoXy8Npiepl
https://www.facebook.com/advertisingvietnamcom/posts/pfbid0Wk6Xy15CHWPvGb17D7czvyBwNRt4Py7UW19xeJ8WhNMSn9HrctVBgk7re3ZUgCCTl
Vipo format: https://drive.google.com/drive/folders/1pDwmSZwcwMmI8d_C8liV2Kl_js1LOK5f
Customer service group on Facebook: https://tinyurl.com/hotroKHVTP
Campaign release on Viettel Post’s website: https://viettelpost.com.vn/tin-hoat-dong/ra-mat-bieu-tuong-giao-tron-trai-tim/
#Giaotrontraitim on Tiktok: https://vt.tiktok.com/ZGeCQt9bv/
KOL, KOC collaboration on Tiktok:
https://www.tiktok.com/@hwitch99/video/7290921119282892050?is_from_webapp=1&
https://www.tiktok.com/@ngoctoc04/video/7293883015158172933?is_from_webapp=1&
https://www.tiktok.com/@trangrung08/video/7304258896456060167?is_from_webapp=1&
https://www.tiktok.com/@krissngo99/video/7283096685021121799?is_from_webapp=1&
https://www.tiktok.com/@maybae1202/video/7283858085913906434?is_from_webapp=1&
https://www.tiktok.com/@hanabanme/video/7289808981420281090?is_from_webapp=1&
Press about the campaign: https://vnexpress.net/viettel-post-ra-mat-nhan-dien-thuong-hieu-rieng-4646801.html
| Attachments/Videos/Links: |
|---|
|
