ITEL Rural Roadshow & Activation Campaign

OVERVIEW

To build brand awareness among Vietnam’s low-income, rural consumers, ITEL launched an ambitious activation campaign introducing 6 new mobile phone models. The campaign’s core idea was to “Bring RED to the countryside” — symbolizing the brand’s dynamic energy and commitment to inclusive technology. The strategy combined daytime mobile roadshows to create visibility across rural areas, with evening mini-events to encourage direct engagement, product interaction, and on-site conversions.

SCOPE OF WORK

• Activation concept and campaign theme
• Route planning & rural mobile deployment
• Branded truck/stage design and setup
• Staff training and local engagement planning
• Game booths, product demos, and lucky draw
• On-site sales integration with outlets
• KPI tracking and real-time monitoring

PILOT PHASE

• Conducted in Bac Lieu Province
• Deployed to 4 key mobile outlet locations
• Used as a testing ground for engagement style, sales model, and roadshow rhythm

OFFICIAL ROLLOUT

• Scaled to 13 provinces in the Mekong Delta region
• Custom local adaptations for each stop (music, dialect, MC engagement, etc.)
• Rural-focused messaging crafted for clarity, trust, and product accessibility

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RESULTS & IMPACT

📈 +160% increase in sales post-activation 🚛 Extensive mobile coverage across remote communities 👥 Strong word-of-mouth and community interest 🔴 ITEL’s brand color (red) became visually dominant in rural public spaces 💬 Key brand messages were effectively localized and delivered directly to the target audience