The year 2025 marks a phase of administrative reorganization in Vietnam, leading to the formation of 34 new provinces and cities. This shift expands economic development, increasing demand for connectivity infrastructure, technology access, and regional cohesion.

In this context, FPT chose a localized approach, treating each locality as a touchpoint in its journey to expand digital infrastructure and services. Instead of applying a uniform message nationwide, the company focused on adjusting content, imagery, and communication methods according to local cultural characteristics, language, and pride.

The "Mot Sac Cam - Nghin Dam Viet" campaign was implemented nationwide. Photo: FPT

This approach was demonstrated through the communication campaign "Mot Sac Cam - Nghin Dam Viet," implemented across 34 provinces and cities with over 2,500 outdoor advertising points. Around 200 slogans were specifically designed for each locality, linking to regional characteristics to create a sense of familiarity and increase brand recognition at the local level. Messages like "They say Ca Mau is far away - at the very end, but the network is still strong" or "Fansipan, Indochina's rooftop peak - movies on Play, praised by all four directions" created a communication impact, stirring local pride among Vietnamese people.

The campaign is associated with FPT's orange color and localized messaging. Photo: FPT

In addition to outdoor channels, the campaign expanded on digital platforms, recording over 11 million reaches and over 180,000 interactions.

With this strategy, FPT was honored with two marketing awards, including: first prize in the "outdoor billboard and signage advertising" category, the "innovative technology brand" award at the Van Xuan Awards, and the "excellent - sustainable business marketing" category at the Vietnam Marketing Awards.

FPT was honored with first prize in the "outdoor billboard and signage advertising" category at the Van Xuan Awards. Photo: FPT

According to an FPT representative, this brand strategy is linked to long-term growth, developing business while promoting sustainable development. Technology is introduced as a tool connecting people, culture, and digital life.

Alongside brand building activities, FPT continues to invest in expanding internet infrastructure, focusing on new transmission technologies such as Wi-Fi 7 and XGS-PON. This upgrade aims to meet the growing demand for data usage for learning, remote work, and digital entertainment in urban areas and in provinces and districts, where infrastructure access still varies.

On that connectivity platform, FPT Play was developed as a component of the digital ecosystem, providing copyrighted entertainment and sports content. Notably, owning the long-term broadcasting rights for the English Premier League from 2026 helps FPT Play bring the world's leading attractive tournament closer to Vietnamese fans through a multi-platform viewing experience and Vietnamese commentary.

FPT upgrades technology with new connectivity standards like Wi-Fi 7, XGS-PON. Photo: FPT

From a social perspective, FPT implements programs like "Noi Tri Thuc - Vung Tuong Lai," bringing high-speed internet and learning devices to schools in disadvantaged areas. The company also collaborates with local authorities to organize activities to raise digital safety awareness and prevent online fraud. These activities demonstrate the expanding role of technology infrastructure companies in addressing social issues arising from the digitalization process.

(Source: FPT)