Vietnamese telco MobiFone shifts creative to JWT

The appointment is reportedly on an agency-of-record basis and JWT is expected to help the telco promote its 2.5/3G and other services in the country’s growing but highly saturated mobile market.

MobiFone, a subsidiary of the Vietnam Post and Telecommunications Group (VNPT), was one of the first mobile service providers in the country and currently services 31 million subscribers.

Since then, Vietnam has seen rapid telecommunications growth and now boasts seven mobile providers, including MobiFone, VinaPhone, Viettel, S-Fone, EVNTelecom, Vietnamobile and GtelMobile, with more than 80 million mobile subscribers.

MobiFone is currently locked in a brutal price and promotions war with the other telcos as a seventh mobile network, GtelMobile’s Beeline, launched on 20 July, offering free calls for every three minutes of talk time.

Last year MobiFone celebrated its 15th anniversary with a through-the-line drive that promoted true-life stories of consumers’ experiences with the network since.

At the end of 2008, MobiFone launched a rock music festival across 10 cities in Vietnam in a bid to win over young music fans in the country.