Developed by Bates141 Vietnam, the ‘Big Visuals’ campaign comprises a TV spot, print, outdoor and online elements and is based around the idea of the many true life stories that the telco has helped convey for its consumers since the birth of the network in 1993.
Tue Nguyen, GM of Bates 141 Vietnam, said: “Last year, MobiFone welcomed 10 million new users. These ads plug into simple human truths, but are brought to life by exaggerating imagery. They are a celebration of what MobiFone means to Vietnam.”
The 30-second television spot starts off with an entourage of brides throwing their wedding bouquets, signifying the thousands of love stories the telco has had a hand in creating.
Millions of birthday greetings are then exemplified through exaggerated visuals of giant birthday cakes and countless floating balloons, while a group of cyclists delivering oversized teddy bears carrying text messages with mushy sentiments, such as ‘I miss you’.
To end, a roomful of newborns marks the future opportunities for the telco, and the many ‘hellos’ they have yet to help communicate. The mobile operator was first founded as Vietnam Mobile Telecom Services Company (VMS), a state-owned company under the Vietnam Posts and Telecommunications Corporation name, and has been the market leader ever since.
The telco is currently speeding up its equitisation process to prepare for an initial public offering of a third of its shares.
The privatisation will be the first of several in the telecom industry in the coming year with rival, Vinaphone, looking to do the same.
MobiFone has also applied for a 3G licence to expand its portfolio in a fast-growing and competitive market, which has grown six-fold since 2004. Results, which will be announced in August, are likely to favour the three leading telcos who have applied for 3G licences.
Mobifone, followed by Viettel and third-ranked, Vinaphone, control a combined share of 90 per cent of the local mobile phone market.
With a population of 84 million, mobile phone penetration in Vietnam is expected to top 46 million users by 2010.
