This document provides an analysis of Viettel Money's 2022 Tet digital marketing campaign titled "Happy Tet - Share Love". The campaign aimed to increase brand recognition and encourage use of Viettel Money's digital payment services. Key elements included targeting young, tech-savvy Vietnamese; leveraging Viettel's technology and infrastructure advantages; and promoting a message of sharing love during Tet to revive cultural traditions amid COVID restrictions. The campaign analysis examines objectives, target audiences, competitive advantages, marketing strategy and channels used, with the goal of reigniting community spirit and transactions on Viettel Money's platform during Tet.

1. THE UNIVERSITY OF DA NANG
VIETNAM - KOREA UNIVERSITY OF INFORMATION AND
COMMUNICATION TECHNOLOGY
- FACULTY OF DIGITAL ECONOMY AND E-COMMERCE -
FINAL PROJECT
THE DIGITAL MARKETING STRATEGY
VIETTEL MONEY
Release V2 Team : NGUYEN DAC NAM – 20BA024
LE VAN THONG – 20BA048
PHAN HONG HOA – 20BA191
TRUONG QUANG DUC – 20BA072
Course : Digital Marketing
Class : 20GBA
Instructor : LE PHUOC CUU LONG, Ph.D.
Da Nang, May 2022

2. ACKNOWLEDGEMENT
During the process of learning and applying new marketing knowledge from the
Digital Marketing course. Le Phuoc Cuu Long, Ph.D. has given us a lot of special and
dedicated attention.
First and foremost, we would like to express our heartfelt gratitude to Le Phuong
Cuu Long, Ph.D. for accompanying us on this journey of learning and practicing the
skills of this module. Digital Marketing has helped us learn a lot of things, providing us
with knowledge that will help us in our work and future studies. Her dedication and
enthusiasm brought valuable and useful lessons in every class, from lessons to skills to
apply in marketing to customers.
Furthermore, we would like to express our heartfelt appreciation to the faculty
members of the Faculty of Digital Economy & E-commerce. Teachers have paved the
way for each step of the journey to university. We will work harder in the future to be
successful in both life and work.

3. TABLES OF CONTENT
CHAPTER 1 THEORY OF DIGITAL ENVIRONMENT.............................................1
1.1. The digital environment .........................................................................................1
1.2. The differences between online and offline marketing concepts........................1
1.3. The key benefits of Digital Marketing ..................................................................1
1.4. Opportunities of digital marketing........................................................................2
1.5. Challenges and impacts of digital marketing.......................................................3
CHAPTER 2 VIETTEL MONEY'S DIGITAL MARKETING CAMPAIGN
"HAPPY TET - SHARE LOVE" .....................................................................................6
2.1. Introduction about Viettel Digital Services (VDS) ............................................6
2.2. Brief introduction to Viettel Money's Digital Marketing campaign "TET
HAPPY - SHARE LOVE" ............................................................................................6
2.3. Analysis of Viettel Money's campaign...................................................................7
2.3.1. Campaign objectives..............................................................................................7
2.3.2. Target audiences ....................................................................................................7
2.3.3. Competitive advantages.........................................................................................9
2.3.4. Viettel Money's Multi-Channel Strategy and Connection Plan...........................12
2.3.5. Influencers Campaign..........................................................................................13
2.3.6. Communication activities deployed on each channel..........................................14
2.4. The campaign's outcomes ....................................................................................19
CONCLUDING................................................................................................................20

4. LIST OF TABLES
Number Names of tables and figures Page
Table 1-1 The differences between online and offline marketing concepts 1
Table 1-2 Using internet to vary the marketing mix (7P’s) 5
Table 1-3 Target customers of Viettel Money 8
Table 2-1 The Campaign's Outcomes 19

5. 1
CHAPTER 1 THEORY OF DIGITAL ENVIRONMENT
1.1. The digital environment
The Internet, the web and digital media have transformed marketing and business
since the first website (http://info.cern.ch) went live in 1991. With over 3 billion people
around the world regularly using the web to find products, entertainment and friends,
consumer behavior and the way companies’ market to both consumers and businesses
have changed dramatically.
To succeed in the future, organizations will need marketers, strategists and agencies
with up-to-date knowledge of how to apply digital media such as the web, email, mobile
and interactive TV. The aim of Digital Marketing: Strategy, Implementation and Practice
is to support students and professionals in gaining and developing this knowledge.
1.2. The differences between online and offline marketing concepts
Offline marketing Online Marketing
Advantage Disadvantages Advantage Disadvantages
- Familiar with
customers. Traditional
marketing has been
around for a long time,
familiar with users and
showing remarkable
effectiveness.
- No dependence on the
internet. Can reach
even customers do not
use internet or areas
without internet
- High cost
- Limited by
geographical
space and time
- Low
interoperability
Difficulty in
evaluating and
adjusting
marketing
strategies
- Reach a large
number of
customers, not
limited by space
and time.
- High
interoperability.
- Ability to measure
and adjust
accurately.
- Store large
amount of
information, low
cost
- Can't reach guests
when the area
doesn't have internet
so penetration level
is uneven
- Privacy issues:
Many customers feel
their privacy is
invaded.
Table 1. The differences between online and offline marketing concepts
1.3. The key benefits of Digital Marketing
• Identifying - The Internet may be utilized for marketing research in order to
determine client requirements and desires.

6. 2
• Anticipating - The Internet offers an extra route for clients to acquire information
and make purchases; this requirement assessment is critical for controlling e-marketing
resource allocation.
• Satisfying - Satisfaction - achieving customer satisfaction through the electronic
channel is the main success factor in e-marketing, which raises questions such as: is the
website easy to use, is it fully functional, what is the standard of customer service
involved, and what is the physical product like.
1.4. Opportunities of digital marketing
a. The important of customer insight in developing digital marketing strategy
Few things in business are more challenging than understanding the customers’ exact
wants, needs, and desires. It’s even more challenging to prove that what you think you
know is true—and encompasses your entire customer base. That’s why marketers and
executives rely on a combination of qualitative and quantitative data to draw on the
customer insights they need to make smarter decisions.
There is a wealth of customer insight information available for digital marketing
campaigns, but it varies by sector. So, it is important during the briefing or pre-planning
stage to list all the possible information sources and then evaluate which are worthwhile,
since some are free and some are paid syndicated research.
Examples of the types of customer insight related to online competitor and audience
behavior that might be accessed at this stage in the campaign from third-party syndicated
research sources include:
• Site audience reach and composition. What is the breakdown of audiences by age,
gender or socio-economic group on different sites? This data is available from online
audience panel providers such as Nielsen Netrating, Comscore and Hitwise.
• Online buying behavior and preferences. For example, from the Forrester Internet
User Monitor or TGI.net. In the UK, TGI.net gives information on typical product
preferences for a particular site – for example, the percentage of the audience whose last
holiday was a city break. Additional surveys can be conducted via publisher sites.
• Customer media consumption. The usage of different offline and online media for
different target demographics can be accessed from sources such as Hit wise.

7. 3
• Customer search behavior. The proportion of different phrases and their
importance can be used to inform messaging.
• Competitor campaign activity. The activity of current advertising campaigns and
previous seasonal campaigns. For example, in the UK, this is available from Thomson
Intermedia.
• Competitor performance. This will give information on the audience size (reach)
and composition of competitor sites and services like Hitwise can show which marketing
techniques such as search engine marketing or affiliate marketing are successful in
driving visitors to a competitor since referring sites and search terms can be accessed.
b. Online consumer power
Understanding customers:
• Helping businesses build a suitable business strategy
• Helping businesses own a competitive advantage
• Helping businesses increase sales
Increase the number of users:
Currently, online platforms are not just as important as some other channels. Many
businesses see the online platform as the main channel to secure the future of their
business.
As businesses transition to an online business, the e-commerce scene will continue
to explode but cover many segments. Overall, we see higher cross-site shopping than in
2019. In 2020, on average, digital consumers shopped across 5.2 sites - a 40% increase
from 2019.
1.5. Challenges and impacts of digital marketing
The growth of online transactions and e-commerce
The growth of online trading
The COVID-19 pandemic has almost frozen many human activities, people are not
allowed to go out, shopping online for solutions to help consumers meet their own
needs.According to survey results According to the survey conducted by Facebook and
Bain & Company in 2021, the 5 internet activities that Vietnamese consumers spend the
most time on are social networking, messaging, watching videos, e-commerce, and
emailing. Accordingly, the percentage of internet users engaged in online shopping has

8. 4
increased from 77% in 2019 to 88% in 2020 (according to the 2021 E-Commerce White
Paper).
The growth of e-commerce
Recent years, Vietnam's e-commerce has developed very strongly. Keeping up
with the trend of online transactions of consumers during the quarantine period due to the
pandemic, a series of e-commerce platforms, online food delivery/sales applications are
constantly improving and building programs promotions to attract consumers. E-
commerce platforms have created monthly super sale days to stimulate shopping and
combined with electronic payment applications, digital banks have created maximum
convenience for consumers to pay for products. products and increase incentives when
shopping online. According to the Vietnam E-commerce White Paper, in 2020, the
growth rate of e-commerce will reach 18%, the scale will reach 11.8 billion USD and the
country has the highest rate of growth highest growth rate in Southeast Asia.
The role of different automated and non-automated sales and support activities
• Improve accuracy as well as accelerate sales process to increase revenue.
• Quick access to potential customers.
• Shorten response time, increase customer satisfaction.
• Store sales data at agents, branches or stores.
Marketing 7P’s method

9. 5
Using internet to vary the marketing mix (7P’s)
Product Place Price Promotion People Process Physical
evidence
• Quality
• Image
• Branding
• Features
• Variants
• Mix
• support
• customer
• use
occasion
• availability
• warranties
• Trade
channels
• Sales
support
• Channel
number
• Segmented
channels
• Positioning
• list
• discounts
• credit
• payment
methods
• free or
value-
added
elements
• Marketing
communication
s
• personal
promotion
• sales promotion
• PR
• branding
• direct
marketing
• Individuals on
marketing
activities
• Individuals on
customer
content
• Recruitment
• Culture/image
• Training and
skills
• Remuneration
• Customer
focus
• Business-led
• IT-supported
• Design
• Features
• Research
and
development
• Sales/staff
contact
experience
of brand
• Product
packaging
• Online
experience

10. 6
CHAPTER 2 VIETTEL MONEY'S DIGITAL MARKETING CAMPAIGN
"HAPPY TET - SHARE LOVE"
2.1. Introduction about Viettel Digital Services (VDS)
The eighth component of the Military Industry and Telecommunications Group is
Viettel Digital Service Company (VDS). VDS primarily works in the realm of digital
finance.
The construction of VDS has established the groundwork for the digital
transformation process, which is a key component of the Military Industry -
Telecommunications Group's plan of "Creating a digital society."
Mission and vision
Viettel Digital Services is a pioneer in implementing and supplying the world's top
contemporary technology solutions, breaking down all distances and bringing "Digital"
back to life wherever there are telecommunications waves. should be secure and easy for
all Vietnamese people as well as foreign market partners
Digital finance, trade ecosystem
Viettel Money is a digital financial ecosystem with a range of money sources that
allows users to swiftly and simply transfer, deposit, withdraw money, and buy and sell
online. Viettel Money is the "smart money" that enables people build new lifestyles. It
may be used anytime, anyplace, on numerous devices, and without a bank account or an
Internet connection.
Viettel Money has the objective of becoming a digital financial nucleus,
encouraging the digital economy and global economy, with the purpose of promoting
money transfer, cashless trade, and the universalization of digital finance and digital
services on mobile. created a digital society
Firmly refining goods, technology, and transaction points - immediately after
debut, Viettel Money with a new money source, Mobile Money, satisfies all customers'
demands, anytime, and everywhere.
2.2. Brief introduction to Viettel Money's Digital Marketing campaign "TET
HAPPY - SHARE LOVE"
According to the Vietnam Fintech Report 2021, the financial technology market in
Vietnam is experiencing a number of changes. From 2016 to 2020, the number of
Vietnamese Fintech startups more than doubled. Now is the time for "rookie" Viettel

11. 7
Money to shine in the Fintech - Digital Banking industry. The company was in its infancy
and faced a lot of competition. Viettel Money must find the appropriate opportunity to
build momentum and reaffirm its position in the market in the face of these difficulties.
Traditional Vietnamese Tet activities such as shopping, lucky money, and reunions
will not be possible in 2022, the third year of COVID-19 impact, because of social
distancing. Restrictions on recreational activities have resulted in a loss of national
customs and traditions. Viettel Money realized this and created a new marketing
campaign with the phrase "Happy Tet - Sharing love" at the beginning of the year. The
campaign's goal is to raise brand recognition among Vietnamese consumers by igniting
the idea for a "new normal" Tet.
2.3. Analysis of Viettel Money's campaign
2.3.1. Campaign objectives
User-oriented goal: Spreading good signals across the community by reigniting the
desire to celebrate Tet as the "new normal".
Business goal:
• Viettel Money's digital banking ecosystem is being launched and branded.
• Encourage them to learn about Viettel Money payment alternatives by stimulating
their interest and behavior.
• Increase New User Engagement – Maintain current user engagement.
2.3.2. Target audiences
Vietnamese people look forward to Tet every year with much anticipation. A full
Tet was what they craved after three years of being ravaged by the disease, even if they
had been apart for so long.
It is Viettel Money's goal to reach young people who are tech-savvy, adept at
utilizing it, and like testing out new apps on digital platforms.

12. 8
Geography
Country Vietnam
Urban and sub-urban areas
Demographic
Gender Male, female
Age 18-35+
Profession Office workers, small businesses, workers, family heads, and students.
Psychology
Social class GenZ Generation, Young Millennials
Personality Online payment is desired by technologically savvy customers.
Let out of your comfort zone and try new things.
Behavior
Search
benefits
Wish to gift fortunate money to relatives who are experiencing
hardships throughout their separation.
Collection of cash, money transfer, withdrawal of cash, payment of
services, and telecoms entertainment.
Readiness
phase
Interested and intending to utilize.
Insight: As there is no Covid-19 epidemic, it is clearly that they want to enjoy the
traditional Tet manner and show their affection with friends and family in every way
possible.
Big Idea

13. 9
Understanding the Vietnamese people's ambitions, Viettel Money hopes to revive
the motivation to welcome Tet, establish a Tet, and a new normal life with the message:
"Peaceful Tet - Sharing love."
In 2022, Viettel Money will join the search for cultural and spiritual values in the
traditional Tet festival. Viettel Money enables users to convey their wishes for a calm Tet
season, the start of a prosperous and optimistic new year.
2.3.3. Competitive advantages
Viettel Money, which was launched in early December, is seen as a step in
realizing Viettel Group's aim of building a digital life and a digital society. The
introduction of mobile money, as well as a diverse financial and commercial
environment, helps the group gain an edge in popularizing cashless payment options for
the majority of clients.
When Viettel introduces Mobile Money, it must first assure technological
infrastructure and technology. Viettel has a powerful information infrastructure with
telecommunications waves that reach the whole nation. People may currently utilize
Viettel's services anywhere there is a mobile signal.
a. Technology Advantage

14. 10
In terms of technology, Viettel Money is built on innovative technology with the
greatest degree of security, created and owned by Viettel. Real-time billing core
technology (vOCS) in particular can manage tens of millions of transactions per day and
can completely integrate digital services.
Viettel developed a system with a team of people to monitor service quality and
take care of clients 24/7, integrated with AI, ChatBot, to guarantee all requirements.
Requirements are met swiftly and effectively. When Viettel's leading units in the area of
cybersecurity and cyberspace are actively engaged in managing information safety for
users, standards of safety and information security are also maintained at the highest
level. Make advantage of Viettel Money.
Viettel Money assures that wherever there is a telecommunications wave, there is
a digital service infrastructure with a network of transaction locations reaching up to
11,000 communes. This is also a preparation that gives Viettel Money a competitive edge.
A rigorous communication plan for each client segment is also implemented, as is a series
of appealing incentives immediately after the brand launch, encouraging consumers to
explore and profit from the Viettel Money digital financial and commercial environment.
b. Different experience
Viettel Money has the most various payment sources, including Mobile Money
Account, Viettel Pay account, and linked account, to meet all of its clients' everyday
trading demands. In this regard, mobile money has been legally approved by the State
Bank of Vietnam since November 26.
Viettel subscribers may use Mobile Money to instantly access digital financial
services and make digital payments using just their phone number. Customers with a
"black and white" phone in hand may simply transfer money, buy and trade online

15. 11
without a smartphone or an Internet connection by dialing *998#. Users may use the
aforementioned facilities not only via the Viettel Money application, but also through our
website m.vtmoney.vn.
Following that is service coverage. Viettel Money, which inherited the potential of
Viettel's telecommunications network and user community, is now the digital financial
ecosystem with the broadest variety of services on the market. The network serves not
only 63 provinces and towns, but also rural places, borders, and islands.
Not only is the network ready, but so is the infrastructure and technology, allowing
Viettel Money to quickly service the demands of tens of millions of clients, anytime,
anywhere, right from the start.
Viettel Money is the service with the most utilities as a commercial and digital
financial ecosystem, with over 300 utilities. All are tailored to each customer's demands,
such as buying and selling, moving money, investing, insurance, and paying for life
services.
c. solves customer's security concerns
We created Viettel Money on the basis of innovative technology designed and
controlled by Viettel with the highest information security and safety requirements. The
PCI DSS international security certificate, in particular, aids the system's stability and
speed in fulfilling a high volume of transactions and cash flow.
All consumers must give their identification for information verification before
utilizing their Viettel Money account. Because the user's information is completely
secure, even if the phone or SIM card is lost or stolen, the user's money is secured.

16. 12
Furthermore, every transaction need 2-factor authentication, which includes a user-set
password and an OTP number, to guarantee user safety and peace of mind.
2.3.4. Viettel Money's Multi-Channel Strategy and Connection Plan
Viettel Money employs a multi-platform strategy, using the two most popular and
closest social network sites today with the target population, Facebook and TikTok, to
publish content and propagate - calling.
Facebook - During Tet, focus on shopping tales, money transfers, and fortunate money
for family and friends.
TikTok - Topics for the New Year will be extended.
• About cuisine: Tet dish recipes, restaurant reviews - integrating the Viettel Money
payment facility
• About the technology: Viettel Money payment utility ecosystem, 2 games on the
app.
• Regarding lifestyle: Examine entertainment and gathering spots - Integrate Viettel
Money payment utility.
a. Activities: Game on app “Golden Tiger Warrior”
Dates: January 25-March 31, 2022
Message: Light up the hope of healing with Viettel Money and reject COVID-19.
Content:
• Remarketing actions keep communication going.
• The game "Golden Tiger Hero": Players change into Golden Tigers to kill the
COVID-19 monster, and they are awarded with puzzle pieces after each stage. After
collecting enough Tet-themed pieces, gamers will get a gift of high-value mobile money.
When shooting COVID-19 creatures, stars will be dropped; the quantity of stars gathered
by the player will be utilized for ranking. If the number of stars gathered is equal, the
player who collects the most stars first will be rated higher.
b. Activities: Game on the app "Love Lucky Money"
Dates: February 1-15, 2022
Message: Wishing everyone success and fortune.
Content:

17. 13
• During this time, Viettel Money has continued to employ multi-channel
communication, pushing TVC, video review series, and mobile games to provide
consumers with authentic experiences.
• Participants in the game "Love Lucky Money" are all Viettel Money members
(including new subscribers from the time of program implementation).
• In early spring, Viettel Money gives hundreds of thousands of fortunate money
from VND 3,333 to VND 9,99,999 for consumers to send to family and friends.
• Customers may simply collect Viettel Money's fortunate money by: using the app
on a daily basis and doing a top-up transaction / money transfer / phone top-up on Viettel
Money. Customers who submit fortunate money, in particular, have the possibility to earn
presents worth up to VND 9,999,999.
2.3.5. Influencers Campaign
Social media marketing includes influencer marketing. It's a kind of marketing
that focuses on influencers rather than addressing everyone on social media.
Picture of an influencer:
• Young, vibrant, and eager to learn
• Funny and creative
• Always seeking life's variety and convenience
• Professions and disciplines are diverse.
• Have knowledge of technology and telecoms
Object of choice:
• Facebook content creator: The influencer/hot page file has an up-to-date, stylish
lifestyle that a huge audience is interested in and interacts with.
• TikTok content creator: People in an influencer file have competence in product
evaluations, are tech-savvy, or have a particular amount of reputation in another well-
known profession.
• Hot group: A group that is very interactive and has a lot of interesting items.
Viettel Money develops a multi-channel communication campaign, with the major
hook being a series of video reviews with influencer strategy and game activities "Love
Lucky Money," "Golden Tiger Hero," and the image of a tiger - the year's emblem. Using

18. 14
the Year of the Tiger 2022 to pique user curiosity, consequently boosting the number of
people who attempt to connect with Viettel Money.
2.3.6. Communication activities deployed on each channel
a. TVC
Viettel Money used TV commercials with the theme "Viettel Money - Create a
new life" on prominent TV channels like as VTV and THVL to reach a broad spectrum of
clients nationally (Vinh Long Television). TVC is particularly prominent during the
golden hours such as New Year's Eve, particularly before and after the transmission of the
program Tao Quan Welcomes the New Year 2022.
TVC stressed the adaptability of the Viettel Money solution, such as payment
while shopping, interbank transfer, online shopping, and so on. Customers may pay via a
variety of platforms, including Viettel Money, browser online, or a "black and white"
phone with a mobile money account... from metropolitan to rural locations.
Furthermore, the media brand has retained the tagline "Create a new life" on
national television broadcast VTV from phase 3. TVC continues to highlight its purpose
of encouraging money transfer, cashless trade, and universalizing digital finance and
digital services on mobile - Viettel Money envisions itself as a digital financial nucleus
that promotes the economy. The digital economy and the whole digital society are
evolving.
b. Game on App

19. 15
Throughout the Lunar New Year 2022, Viettel Money implemented two on-app
games on the app, "Love Lucky Charms" and "Golden Tiger Warrior" to connect the
community, entice consumers to install, play games, get presents, and gain practical
experience. Increase the amount of brand love from there.
The brand capitalizes on the Golden Tiger's image in the famous traditional
crimson ao dai, and the in-game animations all take classic, strong national character:
Chung cake, cooked chicken, peach flower, apricot bloom...
c. Social Media
Facebook & TikTok: Video review & Game on app
The PR strategy, implemented in partnership with KOLs/Influencers on Facebook and
TikTok channels, focuses on creating video review activities and pushing calls to engage
in two on-app games: "Love Lucky Money" and "Golden Tiger Warrior"
Facebook
• Viettel Money incorporated video recording
• Create unique scenarios in your life that showcase Viettel Money's Tet game
"Golden Tiger Hero" or "Golden Tiger Lucky Money" - Viettel Money must appear for at
least 10 seconds for the material to be understood.
• Integrating additional Viettel Money functions such as bill splitting, energy and
water payment, but mostly reviewing for the programs "golden tiger hero" and "golden
tiger lucky money."
• Include hashtags such as: #ViettelMoney, #TetAnLanh, #ChiaSeYeuThuong, and
#HoVang.

20. 16
TikTok
• Present and integrate Viettel Money solutions, create daily circumstances to
promote the advantages and use values of Viettel Money, and introduce appealing
promotions.
• Content makers may design and utilize consumer language and phrases to express
information in the most intelligible manner to consumers, attracting people to install and
use.
• Include hashtags such as #ViettelMoney, #TetAnLanh, #ChiaSeYeuThuong, and
#HoVang.
Focus on communication content to produce exchange information, call to join the
game, engage... on the suggested interactive hot groups with at least 20,000 players.
Create new events as well. What to do this New Year? Quick lucky money? Parents
giving money on New Year's Day? give someone lucky money unlimited? Promotion?

21. 17
d. Public Relation
Online publications like as Lao Dong Newspaper, Tuoi Tre Newspaper, Dan Tri
Newspaper, Nhan Dan Newspaper, CafeF Newspaper... play a linking role in the media
campaign "Happy Tet, Share Love." and provide information to readers in order to
enhance message coverage and brand image The exploited material concentrates around
"educate" application features, PR for activities during the period: TVC "Viettel Money -
Creating a new life", two games "Golden Tiger Warrior" & “Love Lucky Money".

22. 18
e. Sponsorship
Furthermore, Viettel Money conducts sponsorship efforts for the VTV3 show
"Happy Village" The company sponsors the awards category in the program. The Viettel
Money solution was also referenced in the MC's talks, and the Viettel Money logo was
shown on each player's jersey throughout the broadcast.
f. Out of Home
Viettel Money wants to broaden the campaign's reach, thus it has placed LCD
clips at significant Viettel transaction sites such as: Viettel Store, Viettel Telecom, Viettel
Post... Tet is also a period when individuals have requirements. At transaction counters,
there is a high demand for products transit, payment, shopping, and money transfer. This
adds to OOH's outstanding success.
g. POSM
Viettel Money has employed the following products to boost sales at retail,
supermarket, and dealership locations: posters, boxes, booths, brochures, shelves, and
danglers to help with brand recognition.

23. 19
2.4. The campaign's outcomes
The Campaign's Outcomes
Reaches/Impression KPI
On social >94.000.000 +230% of the target (41.1 million)
Engagement rate >20.600.000 +21.7% +~10%
Discussion
(Compared to 2021)
+20.6% +120.6%

24. 20
CONCLUDING
Perhaps Viettel Money's greatest success is assisting people in sending wishes for
a "Happy New Year," beginning a happy new year with higher goals, eager to establish a
new life together, a new life for 2022.
Viettel Money – Creating a new life