Strategy for refreshing the brand image of VNPT Cyber Immunity

About VNPT Cyber Immunity

VNPT Cyber Immunity (VCI) is a business center providing the best solutions, evaluation services, consultancy, and information security assurance for units and organizations in Vietnam in the field of preventing cyber attacks, incident response, and vulnerability research across multiple technology platforms.

VCI has evolved from VNPT’s Information Security Center and is currently safeguarding the internal operations of VNPT Corporation as well as numerous organizations, businesses, and over 30 provinces and cities against cyber attacks and the risk of information leakage.

Services

Strategic Planning
Creative Solution
Media Booking
Digital Performance

Success Story

By focusing on consistent branding and effective communication in its rebranding strategy, VCI has achieved a breakthrough, enabling the brand to become fresher and more reputable, thus solidifying its unique market position.

Context

In 2020, when COVID-19 erupted, numerous businesses shifted to online work through various remote working software, leading to an increased risk of information security breaches in the online space. Data theft attacks rose from 34% in 2019 to 54% by the end of December 2020 (in terms of online fraud cases).

This presented a significant opportunity for VCI to assert its position. However, at that time, VCI had not clearly demonstrated its brand positioning and personality through mainstream media channels

Objectives

The re-branding of VNPT Cyber Immunity’s brand is achieved through engaging and interesting communication approaches, with the initial completion of the Brand Identity and Brand Positioning. At the same time, the message of “Digital Immunity System” is spread consistently throughout the communication activities.

Approach

Analyze brand, product, and service information; thereby, complete the brand identity package for VNPT Cyber Immunity, including: VNPT Cyber Immunity brand story; New logo designs in both static and dynamic formats; Brand guidelines; Credentials; Website design
Create the mascot character, VIC the turtle, to become the brand ambassador for VCI; then develop a set of stickers with 12 different expressions and actions that align with the brand.
Design user experience (UX) for the website, including a homepage and 6 subpages, with a modern and user-friendly style.
Produce the Cyber Homies podcast series with 5 captivating topics, providing expert analysis on professional issues as well as personal insights and career sharing.
Produce 3 videos introducing products and services to provide customers with comprehensive, accurate, and easy-to-understand information.
Spread the brand, product, and service story through popular pages and groups such as Vietcetera, Lost Bird, J2TEAM Community, Maybe You Missed This F***king News, etc.
Create social media content for the CSR project: Protecting children in the online environment.
Operate Facebook and website advertisements to increase website traffic and user engagement with VCI’s owned channels.

RESULT

3,029 Hot page, hot group Engagement

10,443 Video views

2,000,000 Podcast listens

Booking Hot page, hot group:

2,826 likes
183 comments
20 shares

Video view: 10,443 views, achieving 104% of the set KPI

Podcast: Achieved over 2 million listens across all platforms