Tag: vietnam

Singapore – Superapp Grab has announced key leadership appointments for its Singapore and Vietnam operations, effective on July 1, 2025. Grab has named Alejandro Osorio and Ma Tuan Trong as managing directors of Singapore and Vietnam, respectively.

Both Osorio and Trong will report directly to Yee Wee Tang, who will transition to his new role as group managing director of operations from his previous position as managing director of Grab Singapore. Tang will oversee operations across multiple countries, ensuring strategic alignment and platform safety.

Osorio currently leads the operations of Grab Vietnam, having held leadership positions in Grab Thailand and Singapore. He first joined the company as director for regional strategy and planning before his country head roles in Thailand and Vietnam.

In Osorio’s new role, he will focus on scaling the GrabCab taxi service, enhancing its accessibility and convenience. He will also integrate Chope’s capabilities for a unified food experience and develop financial products through GrabFin and GXS Bank.

Meanwhile, Trong currently serves as the country commercial head in Vietnam. Having been with Grab for nearly seven years, he has held various leadership roles in marketing, deliveries, and commercials.

Trong will be responsible for expanding Grab’s operations in Vietnam while fostering economic empowerment for its locals.

“These appointments reflect Grab’s investment in talent development and its strong bench of leaders. Alejandro and Trong bring extensive experience and proven track records that will be instrumental in driving innovation and growth. Alejandro’s expertise in leading diverse markets will introduce fresh strategies in Singapore, while Trong’s capabilities in scaling businesses will deepen our reach within Vietnamese communities. Under their leadership, we are confident that we will continue to deliver exceptional value to our users and partners,” Tang said.

Osorio commented, “Singapore’s openness to new ideas and commitment to public-private collaboration have given Grab invaluable opportunities to co-create industry-first solutions that truly make a difference in people’s lives. That spirit of innovation is what draws me back to Singapore once again. I’m excited to deepen our partnerships and learn from our users and partners to co-create meaningful and relevant solutions that meet the evolving needs of Singaporeans.”

“I am truly honoured and proud to be a Vietnamese serving the people of Vietnam and contributing to Grab’s growth journey in my home country. Together with our passionate leadership team and Grabbers across Vietnam, we will continue to leverage our technology and scale to deliver even greater value to our consumers, driver-partners, merchant-partners, and the wider Vietnamese communities. Digitalisation has profoundly improved the lives of our communities, and we are committed to working closely with the government through meaningful public-private partnerships that empower every Vietnamese to access better opportunities in the digital economy and support the nation’s socio-economic progress,” Trong said.

Vietnam – Dentsu Creative Vietnam has launched a new campaign for Carl Zeiss Vietnam Ltd.’s new laser vision correction (LVC) technology. The campaign aims to break the ‘myopic loop’ as cases of myopia or nearsightedness rise.

While individuals desire better vision, they are often caught in a ‘myopic loop’ of wanting to address their nearsightedness yet fearing the risks of surgery. Through the campaign, Dentsu Creative Vietnam and Carl Zeiss aim to address the barriers preventing them from pursuing LVC.

The campaign targets young, health-conscious, and tech-savvy consumers through a film unveiling the challenges of wearing glasses and showing the fear of surgery in a loop. It highlights the speed of the ‘Zeiss Smile Pro’ procedure, reframing it as a smart, safe, and next-generation LVC solution.

Aside from the film, the campaign includes digital activations, influencer collaborations, and clinic-level initiatives. 

The ‘Break the Myopic Loop’ campaign signals a shift in vision correction marketing in Vietnam, moving beyond purely clinical information to focus on emotional resonance.

Vu Thi Thu Hien, general director at Carl Zeiss Vietnam Ltd., commented, “Myopia may be widespread in Vietnam, but advanced technology, such as ZEISS SMILE Pro, is still shrouded in silence. Dentsu Creative helped us humanise the power of ZEISS Smile Pro — turning advanced technology into a story of personal freedom. Their insight-driven approach reframed the procedure as an empowering step forward, not just a clinical fix.”

Siddarth Malhotra, CEO at Dentsu Creative Vietnam, said, “We wanted to show that Zeiss Smile Pro isn’t just a technological breakthrough — it’s a response to a deeply human hesitation, especially among young Vietnamese. Instead of pushing past the fear, we chose to speak to it with empathy and clarity. This campaign helped transform uncertainty into confidence, and hesitation into action.”

Vietnam – VinFast has entered a strategic partnership with Indonesian service provider PT Penta Artha Impressi (Bengkel BOS) to enhance customer service and support the growing adoption of electric vehicles (EVs) across the country.

Under the agreement, 12 Bengkel BOS service workshops will be authorised to carry out repair, warranty, and maintenance services for VinFast’s electric vehicle models. The workshops are located in areas including South Jakarta, West Jakarta, East Jakarta, Tangerang, and Yogyakarta.

The services will follow VinFast’s technical standards and procedures. Bengkel BOS facilities are equipped with the necessary tools and machinery to meet the automaker’s operational requirements.

In addition to servicing, Bengkel BOS will supply genuine VinFast parts and components to support vehicle upkeep and ensure product consistency across the network.

Pham Sanh Chau, CEO of VinFast Asia, commented, “To accelerate the green transition in Indonesia, we believe that building strong, long-term customer trust is paramount. To achieve this, VinFast actively collaborates with reputable partners to expand our network of authorised service workshops in Indonesia. We remain steadfast in our commitment to the three core pillars that have defined the VinFast brand: high-quality products, inclusive pricing, and outstanding after-sales service.”

The partnership aligns with VinFast’s broader plan to grow its sales and after-sales network in Indonesia, in line with the expansion of its EV offerings. As part of the collaboration, VinFast will provide training and technical support to Bengkel BOS staff to ensure service readiness as vehicle deliveries increase.

Endro Arifin, president director at PT Penta Artha Impressi (Bengkel BOS), stated, “Leveraging our experience, local expertise, and extensive service workshop network, we are honoured to become a strategic partner of VinFast on its journey to conquer the Indonesian market. Together, Bengkel BOS and VinFast are committed to delivering exceptional experiences to consumers while contributing to the continuous development of the region’s electric vehicle market.”

VinFast’s electric vehicle lineup includes models such as the mini-SUV VF 3, the A-segment VF 5, and the C-segment VF e34. Alongside its growing product range, the company is expanding its network of dealerships and service centres across Indonesia. The company is also developing a wider green mobility ecosystem through partnerships with companies such as electric taxi operator GSM and charging infrastructure provider V-GREEN.

Vietnam – Suntory PepsiCo’s Mirinda has launched a new online-to-offline (O2O) Tet campaign alongside Dentsu Creative Vietnam, placing a refreshing view on festive joy with a deeper purpose. The campaign–titled ‘Vui tụ Tết, Kết tình thân’ (Playful Tết gatherings that bonds families together), focuses on the value of family bonding during these festivities.

For years, Mirinda has been synonymous with youthful energy and humour, but over time, it has become perceived as a brand for teenagers, making it challenging to connect with young adults. Mirinda needed to evolve its identity, where being an icon of playfulness is not just about games or entertainment, but about unlocking life’s possibilities, bringing people closer, and spreading joy.

The Tet 2025 campaign serves as a pivotal moment in this transformation, reinforcing Mirinda as a cultural icon of playfulness that brings people together beyond just entertainment.

Tapping into cultural insights from South Vietnam, particularly the Mekong Delta, where Mirinda is a well-loved brand connected to the local community, Dentsu Creative Vietnam uncovered that the magic of Tet has faded for many young people. 

While they may return home for Tet, they often remain distracted by their digital lives, leading to a disconnect between generations. Yet, in a culture that thrives on togetherness, families connect best through playful activities, a spark that creates laughter, joy, lasting memories, and Mirinda is the catalyst for connection.

Moreover, The experiential campaign was executed through a dynamic O2O strategy in collaboration with Quang Hùng MasterD, a prominent Vietnamese singer-songwriter, bringing Mirinda’s playful spirit to life across multiple touchpoints:

  • A thematic key visual (KV) and television commercial (TVC) aired on OOH and social platforms.
  • A series of interactive mini-games on Facebook and an engaging filter on TikTok to enhance digital engagement.
  • A first-of-its-kind Playground activation in the Mekong Delta on New Year’s Eve, designed to foster in-person connections.
  • A special gifting package to further integrate the campaign into traditional Tet gifting culture.
  • Comprehensive in-store activations at leading retail chains such as Go!, Co.opmart, Circle K, and GS25, ensuring high visibility and participation.

Huynh Thanh Nhan, marketing manager at Mirinda, said, “At Mirinda, we understand that staying relevant means evolving with our audience, especially on a significant holiday like Tet. With Dentsu Creative Vietnam, we embraced the challenge of redefining playfulness—not just as fun, but as a force that fosters real connections. The team brought this vision to life by turning cultural insights into an engaging, impactful campaign that remains deeply relatable to our consumers. Through this, we hope to inspire families to rediscover the joy of togetherness in a way that feels fresh, meaningful, and true to the spirit of Tet.”

Meanwhile, Juan Miguel Abril, senior creative director at Dentsu Creative Vietnam, commented, “Tet is more than just a celebration—it’s a moment of deep emotional connection for families. Our team was passionate about crafting a campaign that not only captures the festive spirit but also resonates with the cultural nuances of the Mekong Delta. By blending creativity with meaningful insights, we’ve transformed playfulness into a bridge that brings generations together, making Tet more joyful and memorable.”

Vietnam – AnyMind Group has appointed Lan Anh Nguyen as its new country manager for Vietnam, strengthening its leadership team in the region.

In her new role, Lan Anh will oversee AnyMind Group’s operations and business strategy across its offices in Ho Chi Minh City and Hanoi.

Before joining AnyMind Group, Lan Anh served as group executive director at Golden Communication Group and held key marketing and communications positions at Rocket Internet, Riverorchid Notch, and Climax.

Commenting on her appointment, Lan Anh said, “With over 10 years in marketing communications, I have witnessed the remarkable growth of AnyMind Group in Vietnam, driven by its young, talented, and dynamic team.”

“In this transformative era for e-commerce and end-to-end solutions, where the consumer journey is no longer linear but dynamic—empowering brands to connect and convert at every touchpoint—this is an exciting time to join forces with AnyMind. I am committed to contributing to AnyMind’s mission of making every business borderless by empowering clients, creators, and publishers to thrive and achieve seamless business success through cutting-edge BPaaS solutions,” she added. 

AnyMind Group entered Vietnam in October 2016, launching its operations in Ho Chi Minh City. The company expanded further in January 2017 with the opening of a second office in Hanoi. By November 2024, AnyMind Group had grown to a team of 226 employees across its two offices in Vietnam.

Kosuke Sogo, CEO and co-founder of AnyMind Group, said, “Lan Anh brings with her proven leadership and an innate hunger to challenge the norm of innovation. Vietnam has been a key market for us since 2016, and I’m confident that we can further scale our business in Vietnam to empower enterprises, publishers, and creators through our mix of technology and solutions.”

Vietnam – Apple has revealed its second ‘Shot on iPhone’ campaign with a new music video celebrating Tết, the Vietnamese New Year.

‘Save the Music,’ was done in collaboration with TBWA\ Media Arts Lab Southeast Asia, featuring Vietnam-based artist Wren Evans. 

The music video was directed by C Prinz through the production company Smuggler. Meanwhile, Heckler Singapore worked on its post-production. C Prinz also collaborated with Vietnam’s BƯỚC NHẢY dance crew and choreographer, Tyrik Patterson, to ensure that the sequences appear cinematic for all social media platforms.

Highlighting the capabilities of iPhone 16 Pro, the music video was shot entirely using the phone’s camera, showcasing its slow motion, zoom, and stabilizing features.

Centered on Evans’ love for music, the video also highlights Vietnam’s culture of creativity to inspire others to take on a distinct artistic direction.

The music video, launched ahead of Tết celebrations across social media channels, aims to inspire others to dance and capture their experiences using the camera.

Vietnam – The United Nations Children’s Fund (UNICEF) is promoting its nutrition programs in Vietnam through the ‘Malnutrition Plates’ campaign.

The campaign, in collaboration with Dentsu Vietnam, highlights porcelain brand Minh Long’s collection of ceramic plates as part of the advocacy. ‘Malnutrition Plates’ aims to use everyday tableware as symbols to make the overlooked malnutrition issue visible.

With the objective of raising funds for UNICEF’s nutrition programs, the campaign engages audiences through impactful designs on tableware while unveiling relatable statistics about the issue.

Minh Long’s plates are available for purchase at its official website, e-commerce platforms, and some retail outlets in Vietnam. Proceeds from the sales will support UNICEF’s meal provision, healthcare worker trainings, and family assistance.

The campaign includes social media activations, influencer endorsements, events, and storytelling.

“With Malnutrition Plates, we wanted to ignite the power of artistic storytelling while combining the unique synergies between design, data, and purpose to transform a traditionally static product and abstract data into an impactful awareness tool that can create both a cultural and a social force for good in Vietnam. We are grateful to be able to take our innovation to drive tangible support for UNICEF’s nutrition program with this campaign, especially with malnutrition being widespread problem for so many children in Vietnam,” Livio Grossi, executive creative director of Dentsu Redder, commented.

Vietnam – Realme teams up with Vantage Pictures for its latest ad campaign, spotlighting the durability of the Realme C75 in chaotic, everyday moments faced by blue-collar workers.

Co-directed by Paul Moore and Zacharia Lorenz, the campaign positions the Realme C75 as the ideal companion for on-the-go individuals working in physically demanding or field-based roles. The commercial underscores the phone’s worry-free waterproof, drop-proof, and shatter-proof features, built to withstand even the most amusing mishaps.

The ad, filmed in Ho Chi Minh City, Vietnam, used Phantom high-speed cameras and motion control rigs to capture every action-packed moment. Slow-motion shots brought the characters’ humorous reactions to life. Produced by Vantage Pictures, the campaign offered a cost-effective solution for the diverse locations needed to tell its vignette-style stories.

Speaking about the campaign, co-directors Moore and Lorenz said, “We put the C75 through the wringer! It handled anything from being run over by a motorbike to diving into a boiling hotpot or spinning around in a washing machine! ”

Executive producer James Duong added, “Vietnam has become the next advertising production hub of APAC with full-scale production at a fraction of the costs in many countries. Our production team in Ho Chi Minh City proved to be a very efficient choice for the diverse locations needed to convey these stories. We were able to shoot the whole 60-second spot in just two days with numerous location moves and set builds.”

For the film’s music, the campaign enlisted Two AM Music to create a sound that perfectly matched its vibrant and energetic tone.

“From the first briefing, we knew Paul and Zach meant business when it came to the music. The vocals had to lead the film’s message, so we all agreed to push for something addictively sticky. They gave us lots of creative freedom, so we went wild with vocal effects and deliveries,” said Oliver Stutz, audio director at Two AM Music.

The campaign is currently airing in key markets including China, Indonesia, Vietnam, India, Mexico, Egypt, and Brazil.

Vietnam – Spotify has released portraits of Vietnam’s top artists at hair salons, allowing fans to adopt their styles. The initiative was launched in collaboration with creative agency Happiness Saigon.

As part of the launch, trending artists in Vietnam, Vũ Cát Tường, Wren Evans, and MONO, are featured in images displayed at hair salons in Ho Chi Minh and Hanoi.

Spotify users who have one of the three artists as one of their favorite artists on Wrapped 2024 can replicate their hairstyles for free.

Spotify Wrapped is the app’s global annual campaign that highlights its users’ listening habits and celebrates how they shape music culture. 

With this year’s Spotify Wrapped emphasizing music’s connection with lifestyle, the launch with Happiness Saigon reflects this by integrating music into personal style.

The initiative is further blended into everyday spaces with Spotify collaborating with Đông Tây Barbershop to roll out haircutting trucks in the streets of Ho Minh City.

The barbershop was also present at the HOZO Festival 2024, a music festival in Vietnam, allowing attendees to engage with music in a different way.

Singapore – Dating app Tinder has activated a real-life ‘Passport’ portal connecting people in Thailand and Vietnam. 

The ‘Tinder Passport: Teleport to Another City’ activation introduces a new way to meet people through a livestream portal in Siam Square, Bangkok and Landmark 81, Ho Chi Minh from December 6 to 8.

The activation complements the Passport Mode found on the Tinder app, where users can browse profiles and chat with people from a chosen location.

People on each side of the portal can connect through a five-minute video, with prompts guiding the conversation. The portal also allows them to send match requests or opt out of the call.

While the campaign has been primarily launched in Thailand and Vietnam, Tinder is planning to launch the activation in other major cities in Asia next year.

“Tinder is all about sparking new connections and creating meaningful experiences, and our latest experiential activation takes that mission to the next level. By connecting two vibrant cities in Asia, we’re giving people a unique opportunity to break the ice, meet new people, and explore the potential for real-life connections across borders similar to our Passport feature in the Tinder app,” Daniel Kim, vice president of APAC Marketing at Tinder, said.

“Whether it’s finding a new friend, travel buddy, or something more, Tinder and this campaign is designed to be a fun and innovative experience on bringing people together,” Kim added.