WIFI T-SHIRT by Grey Ho Chi Minh for VINAPHONE



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Industry Telecommunications Services, Mobile Communications
Media Direct marketing
Market Vietnam
Agency Grey Ho Chi Minh
Executive Creative Director Adi Upadhayaya
Art Director Erik Nguyen
Copywriter Bich Ngoc Nguyen
Photographer Take Studio
Released December 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: VINAPHONE
Product/Service: 3G SERVICE
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: GREY GROUP VIETNAM, Ho Chi Minh City, VIETNAM
Executive Creative Director: Adi Upadhayaya
Art Director: Erik Nguyen
Copywriter: Bich Ngoc Nguyen
Photographer: Take Studio
Account Director: Tam Galbraith
Retoucher: Tuan Tran
Media placement: Direct Marketing - Vinaphone 3G Service Center, Direct Mail to selected database. - 1 Jan, 2010

Describe the brief/objective of the direct campaign.
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.

Explain why the creative execution was relevant to the product or service.
This idea demonstrated directly to the new consumers the benefit of Vinaphone 3G, which helps them to get connected to 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 with reference to the projected response rates and desired outcome.
Solution: 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.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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.