MobiFone 3G Launching

Objective:

There were 3 main players in the mobile telecommunications market in Vietnam that were racing towards providing 3G services. Vinaphone was the first to introduce their services. Viettel continued with free trials to their subscribers. The challenges for MobiFone were to stand out and generate interest in the press, to encourage clients to subscribe to the new services and to affirm their position in the market.

Idea:

2 formal press conferences with elegant set-up to hold the launching ceremony and demonstrate the services to the press were held in Hanoi and Hochiminh city. The events attracted around 300 participants with high-ranking government officials and around 70 publications

Result:

After the events, news about the launches appeared on around 100 publications in Vietnam. MobiFone had 4 millions clients subscribed to new 3G services in the very first month after launching. The media and governmental figures considered MobiFone the most serious 3G provider who investigated clients' needs and perfected their services before launching.