Developed by Saatchi & Saatchi Vietnam, the print and ambient campaign aims to tell its target audience that “Vinaphone has the largest network”, according to a spokesperson at the agency.
In one execution, an urban scene is placed next to a rural scene and connected by an outline of the Vinaphone logo, which is created by lines borrowed from each image. The new logo was first introduced last fall following a brand exercise to tap into a younger audience.
The campaign is currently running in airport media, outdoor and a variety of trade and consumer titles.
“We wanted the campaign to emphasise that Vinaphone connects consumers, whether they are in the city or the farmlands,” said the Saatchis spokesperson.
“This is important because Vietnam has been seeing an increasing amount of travel throughout the country.”
The telco recently announced plans to complete nation-wide GPRS coverage in more than 64 locations.
Vinaphone is the country’s second-largest telco, after market leader Mobifone.
