Today, most brands try to capture attention within the first three seconds of a TVC by leading with their logo, tagline, or a string of USPs. Ahamove deliberately chose a different approach. Our primary objective was to create a commercial that people genuinely want to watch, rather than one they feel compelled to sit through.

In other words, when audiences are scrolling through social media and happen to come across an Ahamove ad, we want it to feel like an engaging piece of content—almost like an entertaining video—rather than a conventional advertisement.

That is why we leaned toward the idea of borrowing from iconic commercials. This approach not only makes the content more entertaining but also allows audiences to absorb information about Ahamove's delivery services in a way that feels natural, subtle, and thought-provoking—perfectly aligned with the message and brand spirit we want to convey.

There is one simple yet fundamental truth: Ahamove only has delivery orders when merchants make sales. With this understanding, Ahamove's positioning as "The Delivery Expert" is best expressed through a straightforward promise:

"Whatever you sell, Ahamove delivers."

This idea reflects Ahamove's role within the commerce value chain. Rather than positioning itself as just another delivery platform, Ahamove presents itself as a true logistics partner—one that supports merchants by ensuring every sale can be fulfilled quickly and reliably.

At the same time, reimagining iconic commercials and seamlessly integrating Ahamove drivers into them became a creative way to bring the "The Delivery Expert" positioning to life. The approach communicates the brand promise in a light-hearted, relatable, and entertaining manner that resonates with its target audience.

More importantly, it speaks not only to online merchants but also to end customers—the B2B2C audience who ultimately receive the deliveries. By leveraging familiar cultural references and humor, Ahamove is able to make its brand positioning feel more intuitive, memorable, and authentic for everyone involved in the delivery journey.

TVC

The campaign film introduces Ahamove's "The Delivery Expert" positioning, featuring Vo Tan Phat as the "Chief Driver." Executed with a humorous tone, the TVC hijacks several iconic Vietnamese commercials that became cultural phenomena, including Điện Máy Nhanh, BIPHONE, and AaA Detergent.

Within each recreated commercial, Ahamove naturally weaves in the key USPs of its delivery service:

• Multi-vehicle delivery capabilities – supporting everything from motorbikes and vans to trucks, with carrying capacities ranging from 60 kg to 5 tons.
• Cash-on-Delivery (COD) – offering COD collection of up to VND 10 million per order.
• Multi-Order, Multi-Drop – a website feature that enables merchants to create 50–100 delivery orders at once simply by uploading an Excel file.

Rather than interrupting the entertainment, these service benefits are seamlessly integrated into the story, allowing viewers to absorb product information in a natural and engaging way.

Social

To extend the campaign beyond the TVC, Ahamove repurposed its most memorable moments into a wide range of social content, including key visuals, reaction images, memes, and short-form videos designed for organic sharing.

This approach also addressed one of the campaign's strategic challenges: because the brand does not appear within the first six seconds of the TVC, social content served as an effective touchpoint to reinforce brand attribution. More importantly, it gave the campaign's core creative assets a second life, transforming what began as advertising into a stream of entertaining, shareable content that audiences actively engaged with.

[1] objective: Drive awareness | platform: Social Media | metrics: Number of posts mentioning campaign | kpi: ≥ 100 posts | result: 127 posts | compare_with_benchmark: Above expectation | source: Social Listening Tools

[2] objective: Increase engagement | platform: Social Media | metrics: Total engagement (likes, comments, shares) | kpi: ≥ 250,000 engagements | result: 326,000+ engagements | compare_with_benchmark: Above industry average | source: Social Insights / Analytics

[3] objective: Boost viral interaction | platform: Social Media | metrics: Comments & Shares | kpi: ≥ 8,000 comments, ≥ 2,500 shares | result: ~9,000 comments, ~3,000 shares | compare_with_benchmark: Strong viral performance | source: Social Insights

[4] objective: Improve media efficiency | platform: Cross-channel | metrics: Media Value ROI | kpi: ≥ 70% | result: 90% | compare_with_benchmark: Significantly above benchmark | source: Internal Marketing Report

[5] objective: Acquire new users | platform: App Ahamove | metrics: New user growth rate | kpi: ≥ 7% YoY | result: +13.05% YoY | compare_with_benchmark: Above target | source: App Analytics