The Brief

Objective: After launching Vinaphone's 3G, the brief is to communicate about its Mobile Internet service. Strategy: Get connected to the internet with Vinaphone 3G, anytime anywhere.

Creative Execution

This idea demonstrated directly to the new consumers about the benefit of Vinaphone 3G, which helps them to get connected to the internet anywhere, at anytime. While other brands just TALK about their 3G service, with this idea, first time in Vietnam, Vinaphone actually lets consumers SEE how it works.

Describe the creative solution to the brief/objective.

To get the public attention for Vinaphone 3G's Mobile Internet service, we turned Wi-Fi users into advertising channels. Our solution was this t-shirt that detects a Wi-Fi hotspot and the Wi-Fi symbol actually lights up like your computer or phone does. An idea that generated a lot of buzz and eyeballs for Vinaphone 3G.

Results

This idea has generated lots of attention of the public and has raised brand awareness of Vinaphone 3G. As an effect of the idea, more than 7,000,000 new subscribers have been gained for Vinaphone.