[ADT x Vietnam Airlines] Campaign “Vietnam – US Air Route, a Historical Milestone”

Information:

Project Name: Vietnam – US Air Route, a Historical Milestone 

Client: Vietnam Airlines 

Category: Innovative Technology 

Background:

Although it has lagged behind industrialized nations, particularly the United States, in the aviation business for decades, Vietnam in general, and Vietnam Airlines in particular, have constantly strived to enhance service quality and generate revenue in order to reach out to the rest of the globe. The inauguration of the first direct flight between Vietnam and the US by Vietnam Airlines marks a significant milestone in the remarkable progress of Vietnam’s aviation industry after 20 years of relentless efforts. 

Faced with this historic event, Vietnam Airlines seeks a truly creative campaign to make a powerful impression on the Vietnamese community and its customers. To tackle this challenging task, ADT Creative and Vietnam Airlines have joined forces to implement the “Vietnam – US Air Route, a Historical Milestone” campaign. 

Idea:

Taking into account the trend of consuming information on social media and the increasing application of digital technology in people’s lives in recent years, ADT Creative proposes the implementation of the following creative communication initiatives:

AR Technology Applied Minigame: The “Discover the US, Win Valuable Prizes” contest combines AR technology and effect on Facebook. The visually appealing effects and captivating images engage and encourage followers to explore famous destinations in the US and receive valuable prizes from Vietnam Airlines. 

Livestream on digital billboards in both Vietnam and the United States: Keeping up with the trend of livestreaming, ADT Creative suggests conducting livestreams on large digital billboards to showcase images of the country and the close connection between Vietnam and the US. 

Implementation:

  • Communicating the Vietnam-US air route event on various social media platforms: Facebook, TikTok, Zalo, YouTube, etc. 
  • Conducting live streams at Times Square featuring images of the Vietnam, its people, and Vietnam Airlines, with various activities such as minigames and interactions with key entities that have contributed to this special air route connection. 
  • Implementing the modern AR technology-based minigame “Discover the US, Win Valuable Prizes.” 
  • Booking KOLs, pages, and groups to disseminate campaign content.

Achievements:

At the end of the campaign, “Vietnam – US Air Route, a Historical Milestone” achieved impressive results: 

  • Over 1,000,000 interactions and discussions about the event. 
  • Livestream with over 5 million reach, 1 million views, and more than 300,000 interactions. Over 1,200 media press releases. 
  • Award: “Outstanding Public Relations and Communications Campaign of 2021 for Brand Management.”

Conclusion: 

The “Vietnam – US Air Route, a Historical Milestone” campaign marks a significant milestone in the strong development journey of the Vietnam Airlines brand, as well as affirming the vision and pioneering position of ADT Creative in applying digital technology to the field of communication.

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