The communication campaign "Tet AI also has gifts" won the Marketing Gold Award

This is the newest category in 2024, for campaigns that use AI and ChatBot integration. This year's Mob-Ex Awards also honored brands such as Samsung, HSBC, Unilever, Mc Donald's, Grab...

Currently, Artificial Intelligence (AI) has been widely applied to marketing activities in creating content, advertising images, etc. But AI can be applied to much more than that, especially in interacting with customers. "AI Tet also has gifts" is a promotional program on the occasion of the recent Lunar New Year of Viettel Telecom, which is considered a program that "catches the trend" of AI trends taking place around the world and applies it to a new field of giving gifts to thank customers.

Photo: Viettel

Viettel representative shared that the idea of ​​this campaign comes from the concern of many businesses in the digital transformation era: How to leave a mark in the minds of customers when the market has a variety of incentives for customers every time Tet comes? To answer this question, the Tet Technology program has brought a new experience: That is, applying AI to the entire customer experience - from consulting on the most suitable products and gifts, to offline experiences interacting with customers.

“Digitalizing” traditional Tet is a trend that Viettel always pursues in its customer appreciation campaigns on the occasion of Tet. In 2021, Viettel Telecom also succeeded with the Tao Quan Prequel program becoming the Top 1 Trending YouTube video for 5 consecutive days, 23 million views with 3.5 million product buyers.

This year, Viettel continues to 'catch the trend' of applying modern technology to renew the gift-giving culture with the motto: AI also has gifts, personalized for each person. The program called "AI also has gifts for Tet" reflects Viettel's consistent message, when it harmonizes the traditional and humane elements of the Vietnamese people in the story of gratitude to all customers at the end of the year, while applying digital technology and artificial intelligence AI in this experience journey. The campaign name is also a creative wordplay: AI means both "artificial intelligence" and "who" (anyone can receive gifts from Viettel). Viettel takes advantage of artificial intelligence (AI) and big data (Big Data) to build a complete marketing campaign from product design to integrated communications activities (IMC).

With that complete creativity, the campaign has achieved remarkable results: 30% higher ad recall rate in the region and higher than the industry average; 392 million views, reaching 55 million customers, 28.3 million interactions on Facebook; 682 million views on TikTok, reaching 23 million customers on this channel; In particular, up to 2.7 million customers texted to participate in the program, helping to increase 20% of package sales revenue via the AI ​​channel.

Hanoians were excited to experience Viettel's AI Human for the first time. Photo: Viettel

The Mob-Ex Awards honor effective, creative and innovative mobile campaigns that enable everyone to reach/interact on mobile platforms. The awards are organized by Marketing-Interactive - a prestigious press/human resource training unit in the field of marketing in Asia Pacific, established in 2002. The units participating in the awards include "big guys" from many industries such as: consumer industry such as Cocacola, Unilever, SevenEleven, Technology such as Grab, banking and finance such as Visa, HSBC...

In addition to the Gold Award for Best Mobile AI & Chatbot Integration, Viettel also entered the final round of the Mobex awards in the following categories: Best Mobile Growth Strategy (for the TV360 campaign) and Best Awareness Campaign (for the Tet AI campaign with gifts).

Previously, two AI and Big Data products of Viettel Telecom, CCAI and RAS, were finalists of the Real IT Awards 2024 for two categories: AI Project of the Year and Data Analysis Project of the Year.

Source: https://laodong.vn/kinh-doanh/chien-dich-truyen-thong-tet-ai-cung-co-qua-dat-giai-vang-marketing-1374072.ldo