Launching an "unprecedented" mobile offering for Vietnamobile called for an unprecedented creative approach that would distance the carrier from its competitors, according to Ibraheem Youssef, regional ECD at Phibious.
The challenger brand's 'Unbelievable freedom' campaign, which launched last month, ties limitless talent to what the brand is billing as "unlimited" data packages. The work features gymnasts Quốc Cơ and Quốc Nghiệp; parkour runner Phạm Xuân Lâm; a dance group called 218 Dance Crew; and a Nguyễn Ngọc Hải, a contortionist/dancer billed as "the bone breaker".
"Our campaign is an unbelievable one, featuring unbelievable Vietnamese talent, that reflects an equally unbelievable offer that Vietnamobile made, which is no data charges whatsoever," Youssef said.
Added Sha Jahan, regional head of planning at Phibious, "We needed to build Vietnamobile’s brand character and personality to be bold, rebellious and entertaining in order to grab attention among the audience in a highly cluttered digital landscape."
The integrated campaign aimed to reach to all Vietnamese people. "Due to the competitive nature of the telco business, and the urgency to go-to-market before anybody else could, the entire campaign had to roll out start to finish in a few week's time," said Thao Tran, associate account director. "This included the hero video, a series of thematic visuals and video content, and a full-blown digital plan."
The effectiveness of the campaign will be measured at the end of March.
According to Yousseff, the voiceover in the ad translates to:
Welcome to the world of the Unbelievables. Where no limit exists. Where passion is unleashed. Where you can become the Incredible version of yourself. Freely immerse in all the unbelievable experiences. To make what is unbelievable, believable. That's truly unbelievable freedom. Vietnamobile: Unbelievable freedom.
General Manager: Nicole Marold
Regional ECD: Ibraheem Youssef
Strategy Director: Sha Jahan
Business Director: Daisy Hazra
Account Director: Thao Tran
Account Executive: Chau Le
Art Director: Le Anh Minh
Copywriters: Nguyen Thinh / Vy Pham