The Mob-Ex Awards 2024, an international award with a 12-year history honoring outstanding mobile marketing solutions and campaigns, has announced that Viettel Telecom Corporation has won the Gold award for its campaign “AI Tet also has gifts” in the Best Mobile AI & Chatbot Integration category.
This is the newest category in 2024, dedicated to campaigns that integrate artificial intelligence (AI) and chatbots. This year's Mob-Ex awards also honored brands such as Samsung, HSBC, Unilever, McDonald's, Grab, and others.
Currently, Artificial Intelligence (AI) has been widely applied to marketing activities in content creation, advertising images, etc. But AI can be applied even more, especially in interacting with customers. "AI-driven Tet with Gifts" was a promotional program by Viettel Telecom during the recent Lunar New Year, considered a "trend-following" program that capitalized on the global AI trend and applied it to a novel field: giving gifts to show appreciation to customers.
A representative from Viettel shared that the idea for this campaign stemmed from a concern many businesses face during the digital transformation era: How to make a lasting impression on customers when the market offers a wide variety of promotions for customers during Tet (Lunar New Year)? To answer this question, the "Technology Tet" program offered a novel experience: applying AI to the entire customer experience – from advising on the most suitable products and gifts to interactive offline activities with customers.
"Digitizing" traditional Tet (Lunar New Year) is a trend that Viettel has always pursued in its customer appreciation campaigns during Tet. In 2021, Viettel Telecom also achieved success with its "Tao Quan Tien Truyen" program, which became the Top 1 Trending video on YouTube for 5 consecutive days, with 23 million views and 3.5 million product purchases.
This year, Viettel continues to 'follow the trend' by applying modern technology to revitalize the gift-giving culture with the motto: AI also gets gifts, personalized for each individual. The program, titled “AI also gets gifts for Tet,” reflects Viettel's overarching message, harmonizing traditional Vietnamese values in expressing gratitude to all customers at the end of the year, while simultaneously applying digital technology and artificial intelligence (AI) to this experience. The campaign name is also a creative play on words: AI means both “artificial intelligence” and “anyone” (anyone can receive a gift from Viettel). Viettel leverages artificial intelligence (AI) and big data to build a complete marketing campaign, from product design to integrated marketing communications (IMC).
With such comprehensive creativity, the campaign yielded remarkable results: a 30% higher ad recall rate in the region and higher than the industry average; 392 million views, reaching 55 million customers and 28.3 million interactions on Facebook; 682 million views on TikTok, reaching 23 million customers on this channel; and notably, 2.7 million customers messaged to participate in the program, resulting in a 20% increase in revenue from AI-powered package sales.
The Mob-Ex Awards celebrate effective, creative, and innovative mobile campaigns that enable everyone to reach and interact on mobile platforms. The awards are organized by Marketing-Interactive – a reputable marketing media and training organization in the Asia Pacific region, established in 2002. Participating companies include major players from various industries, such as consumer goods (like Coca-Cola, Unilever, SevenEleven), technology (like Grab), and finance (like Visa, HSBC).
In addition to winning the Gold award in the Best Mobile AI & Chatbot Integration category, Viettel also reached 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 also has gifts" campaign).
Previously, Viettel Telecom's two AI and Big Data products, CCAI and RAS, were finalists at the Real IT Awards 2024 in two categories: AI Project of the Year and Data Analytics Project of the Year.
VOV.VN
Source: https://vov.vn/doanh-nghiep/doanh-nghiep-24h/chien-dich-truyen-thong-tet-ai-cung-co-qua-dat-giai-vang-marketing-post1111375.vov
Comment (0)