J. Walter Thompson Vietnam repositions K+ as a mass-premium entertainment brand
Advancing technology, multiplatform models and crossover viewing habits are turning TV into just one more content provider at home – among many. Particularly in broadcast markets like Vietnam with its fast developing media scene, growing number of TV households and undiminished appetite for broadcast entertainment.
Vietnam’s leading PayTV player K+, a joint venture between Canal+/Canal International of France and VTV of Vietnam and a pioneer of advanced satellite digital television system is now setting its sights beyond football, expanding its range, offering a premium multi-platform HD signal nation-wide.
K+’s new strategy for growth and expansion is now unified under a powerful new brand theme: CÀNG XEM CÀNG YÊU, which loosely translates in English to ‘the more you watch the more you love’. The deliberate play on repetitive phonetics makes it incredibly nuanced and meaningful (and memorable) in Vietnamese.
Created by J. Walter Thompson Vietnam and anchored on the simple insight of obsessive TV watching among Vietnamese people, this re-positioning aims to deliver on the diverse genres Vietnamese people from all walks of life love to watch. Core of TV viewing in Vietnam is centered on three pillars: Blockbusters, Romantic TV drama and Vietnamese cinema.
The re-launch went live last week of June, and includes a host of on-air and off-air assets, designed to evolve the new brand positioning over the next 10-12 months.
Among JWT’s new mix is also a fresh and interesting channel ID showing graphic hearts morphing into the ‘plus’ symbol of the channel logo – in line with the symbolism of the brand’s new promise.
Saby Mishra, CEO, J. Walter Thomson Vietnam said, “The TV landscape is changing fast and full on but content is still king. This requires re-thinking TV not as a channel but as a brand, addressing multiple demographics but built on a single, cohesive brand story. This journey is a truly productive collaboration with VSTV/K+ team and Canal International in the transformation of K+.”
The first campaign in the series is a classic ‘Mo Lei Tau’rendition of how movie lovers fantasize (MLT is a type of humor that was massively popular among Vietnamese audiences in the 90s). The simple story not only helps to demonstrate the range of content but reflects K+’s new, friendly, accessible, fun brand personality.