Mob-Ex Awards 2024 is an international award honoring outstanding solutions and campaigns in mobile marketing. This year, the award has a new category for campaigns using integrated AI and ChatBot.

Currently, Artificial Intelligence (AI) has been widely applied to marketing activities in creating content, advertising images... 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 that is happening all over the world and applies it to a new field of giving gifts to thank customers.

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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: applying AI to the entire customer experience journey - 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 leverages artificial intelligence (AI) and big data to build a complete marketing campaign from product design to integrated communications (IMC) activities.

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. Notably, up to 2.7 million customers texted to participate in the program, helping to increase 20% of package sales revenue via AI channel.

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Hanoians are excited to experience Viettel's AI Human for the first time.

Mob-Ex Awards are organized by Marketing-Interactive - a prestigious press/human resource training unit in the marketing field in Asia - Pacific, established since 2002.

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.

Phuong Dung