Viettel is considered one of the largest and most effective state-owned enterprises of Vietnam, thanks to its high revenue, large contribution to the State budget and high brand value.

Viettel Post is the largest logistics enterprise in Vietnam. They have a network in 100% of provinces and cities nationwide, and over 200 countries worldwide. With these efforts, the company has maintained its top position as the most reputable logistics company for three consecutive years, as voted by VNReport.

Viettel Post Communication Campaign 2024 focuses on:

Business: Assert top 1 nationwide in logistics
Marketing: Raise Brand Trust, Brand Love and Brand Loyalty
Communication: Advertise Brand’s core value: “Nhanh nhất, tin cậy nhất” (Fastest, most reliable)

Mascot “Vipo”

In 2023, Viettel Post introduced their Mascot named Vipo.

Vipo is based on Brand shippers’ appearance; wearing Viettel Post’s uniform and a helmet for shipping on motorcycle. Vipo has created a better emotional connection from brand to the audience; compare to pre-2023.

| LET'S UPGRADE VIPO

In 2024, Vipo 3D was created

Vipo 2D perform well in 2D graphic posts. However, with Vipo 3D, Viettel Post is now able to put Vipo in film, and real photoshoot through special effects.

Vipo's real application

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Mascot “Ropo”

There are 3 main phases in logistics:

First mile: Order and Payment
Sorting: Individual packages get categorized in the factory
Last mile: Delivery

Through research, we found out logistics marketing only focus on the first and last mile. Therefore, the sorting phase is open to exploit.

In Viettel Post’s factory, there are over 200 AGV robot that responsible for sorting packages. Their efficiency is 80 times over normal human worker. They can sort over 6000 packages per hour and save over 800 locations in their memory.

AGV ROBOT

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ROPO

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AGV ROBOT 〰️ ROPO 〰️

We’ve created a new mascot based on the AGV robot and named it “ROPO”. Ropo will stand side by side with Vipo as an assistant.

2. Key Visual

Viettel Post 2024 plan is to expand worldwide. Therefore, the campaign’s big idea is “From Vietnam to Global” (Cùng hàng Việt tiến bước Toàn Cầu) That’s the reason why we chose the camera 360-degree effect, combined with Earth’s photography and world’s landmarks to create the Key Visual.

Viettel Post Key Visual Analysis

3. Television Commercial (TVC)

We chose Vipo as the main charcacter for TVC. Vipo will go around the globe using Viettel Post’s delivery vehicles with the message: Vipo cầu toàn giao hàng Toàn Câù! (Vipo around the Globe)