In August and September, Vietnam witnessed the large-scale communication campaign A80 – Proud of Vietnam, commemorating the 80th anniversary of the August Revolution and National Day on September 2. This was not only a major historical and political event but also a prime example of applying modern social marketing to national communications.
Below is an analysis of several key activities of the A80 campaign, divided into three phases: before, during, and after the event.
1. Pre-Event Phase
Key Activities:
- Launch of the digital platform “A80 – Proud of Vietnam” (08/08/2025) – the official website and app of the A80 event series, integrated with AI chatbot, digital maps, and the community feature “80 is beautiful,” reaching over 78 million users.: https://a80.hanoi.gov.vn
- Zalo campaign “Proud of Vietnam” (25/08 – 03/09): roll-out of AI avatars, stickers, and themed interfaces featuring the national flag and Vietnamese culture, reaching more than 78 million users.
- Communications on Facebook & YouTube: rehearsal videos, previews, and infographic schedules, building anticipation for the Grand Celebration, generating over 25 million impressions.
- Press & KOL communications: simultaneous coverage by mainstream media outlets combined with KOL seeding and online community engagement.
Impact:
- Created a “sea of red flags” atmosphere on social media, particularly on Facebook and Zalo.
- Directed information towards official sources, minimizing misinformation.
- Built strong public interest and positive engagement.
2. Event Phase
Key Activities:
- Digital infrastructure ensured: Viettel deployed 1,700 5G stations, 700 temporary 4G stations, and 25 mobile broadcast vehicles, combined with AI to optimize network traffic.
- Livestreams & short videos: broadcast of parades and speeches, spreading widely across Facebook, TikTok, and YouTube, attracting 10 million live views and over 30 million total views by 09/09/2025.
- Citizens as “reporters”: thanks to stable connections, millions of photos and videos were instantly shared with the hashtag #TuHaoVietNam.
- A80 Guest Stations: 15–18 public support stops, which became viral “check-in points” on Facebook and Instagram.
- Community feature “80 is beautiful”: attracted thousands of photos and videos contributed by the public.
Impact:
- Instant, multi-channel spread, turning each citizen into a “social broadcaster.”
- Strongly conveyed the image of a modern, proud, and connected nation.
- Synergized digital and traditional media, amplifying overall impact.
3. Post-Event Phase
Key Activities:
- Official highlight video & photo album: compiling parade moments, leaders’ speeches, and the nationwide celebratory spirit https://a80.hanoi.gov.vn/khoanh-khac-a80/hinh-anh.htm
- Continuation of the “80 is beautiful” feature: sustaining community engagement after the celebration.
- Official thank-you letter posted on the Government Information Facebook fanpage:: https://www.facebook.com/share/p/177pFRaJyz/
Impact:
- Extended message longevity: “Proud of Vietnam” continued to resonate beyond September 2
- Hashtag #TuHaoVietNam reached over 200,000 uses on TikTok, 380,000 on Facebook, and 50,000+ on Instagram, YouTube, and Threads.
- Over 19 million Google search results for the keyword “tự hào Việt Nam A80.”
4. Conclusion
The success of the A80 communication campaign stemmed from:
- Kết hợp truyền thống và hiện đại: triển khai bằng công nghệ số (AI, 5G, social media) giúp tăng sức mạnh truyền thông.
- Đặt người dân làm trung tâm: biến công chúng thành người đồng sáng tạo nội dung.
- Đa nền tảng, đa kênh: từ Zalo, Facebook, TikTok, YouTube đến báo chí và trạm khách offline. Có thể khai thác thêm các kênh như Instagram, Threads để có thể tiếp cận được với đối tượng trẻ hơn.
- Thông điệp rõ ràng, nhất quán: “Tự hào Việt Nam” xuyên suốt và dễ lan tỏa.
The A80 Social Marketing Campaign has become a success story for the nation, as well as a case study for organizations and businesses implementing large-scale campaigns.
‘Proud of Vietnam’ campaign joins the A80 celebration on Zalo. (30/08/2025). VnExpress. https://vnexpress.net/chien-dich-tu-hao-viet-nam-huong-ung-dai-le-a80-tu-zalo-4933442.html
Proud of Vietnam: A journey of connecting emotions and brand values. (15/08/2025). Advertising Vietnam.
‘When advertising is truly for the people, its power is limitless’. (04/09/2025). Tiếp Thị & Gia Đình Online Magazine.