MobiFone RockStorm 2010

Objective:

Created by MobiFone the leading mobile telecommunications brand in Vietnam, MobiFone RockStorm is the biggest Viet-trans rock show which has been held for 3 years. Teamwork Communications has been its selected PR agency for 2 years, starting from MobiFone RockStorm 2009 to MobiFone RockStorm 2010. In 2010, due to the financial crisis and MobiFone's budget cut, Teamwork faced challenges to draw as much attention as possible for the show from all over the country; to promote MobiFone as a young, dynamic and friendly brand in Vietnam, with limited budget.

Idea:

The PR campaign for MobiFone RockStorm 2010 mainly focused on internet-based activities since the target audience was the youth. Besides the key channel - official website of the show www.rockstorm.vn, other social networks like forums and blogs were all utilized in order to get the best effects. Teamwork's online team of 7 persons worked constantly to deliver updated information, pictures, figures, video clips, and sound tracks… In every province/city where RockStorm went, press conferences and rock fan-meetings were held with representatives of the media, rockers and rock fans. One of the key tasks for Teamwork was working closely with the media and rock fans nationwide to ensure punctual publishing of the information (pre-event, event and post-event). Rock fans nationwide became not only the audience but also the enthusiastic messengers of the event. 

Result:

The campaign resulted in 10 press conferences and rock fan meetings in 10 provinces and cities. Nearly 300 news and 500 articles and stories (on broadcast, print and online media) were published. Over 2.000 photos and videos were shared on the internet. RockStorm shows were on air nearly 30 times on local and national televisions. The most impressive and touching result was the attendance of thousands of rock fans at every show of MobiFone RockStorm, whether it rained or dried, stormy or sunny, hot or cold. RockStorm has become the most wanted rock show in Vietnam and MobiFone is known as a young and dynamic brand in the market.