Within just 7 days of dedicated brainstorming and implementation, the Vietnam Airlines Outpost cultural station, with its first destination being the capital city of Hanoi, was officially launched as part of the interactive game launch event for One S on March 27, 2024. Behind this impressive journey lies an entire team tirelessly working to build an array of customer-attracting experiences.
Application of gamification to stimulate tourism demand
In Vietnam, the Covid-19 pandemic has left severe consequences, but it has also been a “boost” for digital transformation in the tourism industry, providing new experiences for travelers.
With the aim of promoting experiential and interactive tourism in the realm of technology, Vietnam Airlines pioneered the launch of the One S game on the digital platform, offering experiences that are not only new but also contain meaningful messages. “One S is designed to be a travel journal, allowing travel enthusiasts to record destinations across Vietnam with the ultimate goal of conquering all 63 provinces and cities in the S-shaped country and 22 connecting airports,” said Mr. Dang Anh Tuan – Deputy General Director of Vietnam Airlines.
Not stopping there, Vietnam Airlines and ADT Global continue to broadcast new living values with a cultural journey infused with “DNA technology,” providing opportunities for customers to freely experience new lands in their own way.
The journey consists of 3 main experiential groups: Curiosity – Exploration in the 360/XR environment – Experiencing tourism at the destination.
365 days of preparation, 30 days of testing, and 7 days of relentless effort to make differences
In 168 hours of lightning-fast idea generation and transformation into an impressive experiential journey, the ADT Global team faced numerous difficulties and challenges.
While airlines are still racing to stimulate travel demand through various means such as advertising on media channels and partnering with others to offer promotional programs, Vietnam Airlines posed a new challenge for the execution team: How to keep users engaged with the One S game through interactive activities? Which ideas will effectively convey the cultural essence and famous landmarks of Vietnam? What production approach will attract the participation of a large number of young travelers passionate about exploration? What direction is both innovative and modern enough to appeal to young people while nurturing the cultural and historical aspects of the nation? These were the team’s biggest challenges during the proposal-building process.
After two days of deep deliberation and numerous directional changes, ADT proposed a plan to build the experiential journey based on the concept of CULTURAL RUBIK’S CUBE.
With the goal of bringing the Vietnam Airlines cultural station to every corner of the country, ADT needs to devise a plan to create an interactive stream that attracts customers and ensures comprehensive experiences in gaming, tourism, and destination promotion, blending culture and technology. Pioneering in innovation to create unique experiences, the production team proposes the digitization of tourism resources, creating a digital journey connecting the cultural heritage of the 63 provinces and cities across Vietnam.
To address this challenge, Vietnam Airlines seeks a partner with shared ideals and goals in conveying culture through technology. Serving as a connector and experience enabler, ADT Global suggests collaborating with TV360 under Viettel Telecom – a leading telecommunications company in Vietnam. This strategic partnership combines digital tourism and social interaction, spreading the allure of tourism destinations throughout the regions.
To build the AR check-in experience at the Outpost Station, the deployment team initially had a two-week timeline to set up technology and ensure smooth system operation for the highest quality product delivery to customers. However, due to the urgent nature of the project, with only 3 days left, the team meticulously calculated every minute, prepared contingency plans for any issues, and continuously provided solutions.
Maintaining focus and exerting intense effort for seven consecutive days, the production team successfully constructed a remarkable and impressive experiential journey at the One S Cultural Station.
Zone 1: Cultural Rubik’s Cube – Creative perspectives on the vibrant colors of Vietnam
Zone 2: Thrilling Adventure – Vietnam 360 XR
Zone 3: AR Check-in at the First Outpost Station – Hanoi
Despite the difficulties and challenges, the first cultural outpost station has left a profound impression on customers’ experiences. Ultimately, the campaign’s greatest success was recognized by capturing the right insights from users and the cohesive teamwork’s commitment to creating a synchronized, continuous technology experience, painting a colorful picture of Vietnam.
Vietnam Airlines will continue to bring these cultural outposts to every corner of the S-shaped land, spreading old stories in a new way, evoking new emotions about the cultural essence and beauty of Vietnam, and inspiring all travelers to embark on new and inspiring travel experiences.
Proud to accompany Vietnam Airlines as a strategic communications consultant, ADT Global hopes to continue partnering with the National Flag Carrier of Vietnam to create many impressive campaigns in the journey of “Soaring High,” igniting customers’ passion for travel and cultural exploration.
