The initiative aims to strengthen loyalty by offering customers incentives to stay with the telco in an increasingly competitive market.
The campaign, by BatesAsia Vietnam, plays on the theme of loyalty, using the story of Tuan and Na and their enduring relationship since they were young.
The campaign, by BatesAsia Vietnam, plays on the theme of loyalty, using the story of Tuan and Na and their enduring relationship since they were young.
The teaser ads feature doodles and sketches of Tuan, who has held a torch for Na since primary school through to her 16th birthday.
“In print, the teaser campaign is based on the insight that many relationships begin at a very young age in Vietnam. People marry young and stay married. It is very common for Vietnamese to marry their first boyfriend or girlfriend,” said John Sampson, regional creative director of BatesAsia Vietnam.
A TV spot then features Tuan as an adult who is painting a portrait. Two attractive girls see him at work and vie for his attention. But Tuan isn’t tempted and instead breaks their hearts by revealing the portrait to be that of Na, his childhood sweetheart.
The campaign targets an increasingly fickle Vietnamese mobile market, encouraging customers to stay with MobiFone rather than opt for newer, cheaper alternatives.
MobiFone is the leading telecommunications company in Vietnam, with just over 50 per cent of the market share and close to US$1 billion in annual revenue.
Its key competitors are VinaPhone and Viettel. There are plans next year for MobiFone to introduce 3G technology to the market. At the start of 2007, mobile penetration in Vietnam was at 18.5 per cent. However, with almost 800,000 new subscribers each month, it is rising quickly.
