As part of the 80th National Day campaign, we face two key challenges:

First, all communications must be conveyed through the lens of third-party perspectives, authentically reflecting Viettel High Tech’s role and contributions without appearing self-promotional.

Second, the challenge lies in transforming technically complex and defense-oriented content into accessible, inspiring narratives that resonate with the public—especially younger audiences—while allowing the brand to maintain its technological depth and evoke national pride.

To address these challenges, our communication strategy was designed across an integrated media ecosystem, ensuring both authenticity and wide-reaching impact.

Owned Media: We leveraged third-party narratives through interviews, expert commentaries, and public testimonials to authentically portray Viettel High Tech’s people, products, and pioneering spirit. This approach allowed the brand story to be told by others, reinforcing credibility and emotional resonance.

Paid Media: We translated technically complex product narratives into relatable, trending content formats, making advanced technologies more accessible to the mass audience. By blending innovation with cultural relevance, we brought defense technology closer to everyday life.

Earned Media: We amplified engagement by curating and distributing exclusive, high-quality visual assets and unique storytelling angles that organically attracted public and media attention. These efforts not only fueled spontaneous sharing but also strengthened Viettel High Tech’s positioning as a symbol of national innovation and pride.