Dentsu Redder and GHTK Join Forces To “Connect Vietnam, Deliver Futures”

Dentsu Redder partners with Giao Hàng Tiết Kiệm (“GHTK”), Vietnam’s tech-powered logistics pioneer, in reimagining logistics as a force for good with “Nối Việt Nam - Giao Ngày Mới” or “Connect Vietnam, Deliver Futures”, to empower Vietnamese independent entrepreneurs to achieve the future they deserve.

Amidst a slower economic environment and a hyper-competitive e-commerce landscape, entrepreneurship in Vietnam, particularly among independent merchants, has continued to rise. Yet, unlike bigger and more established brands and e-commerce platforms, smaller independent merchants face obstacles in logistics set up. To serve the needs and enable these merchants to overcome barriers and unlock new opportunities, GHTK transformed itself from a traditional logistics company to offer tech-powered solutions that are accessible to independent entrepreneurs.

At the heart of this campaign is the iconic GHTK green tape, which Dentsu Redder has redesigned with a digital pixelated effect to symbolise GHTK’s tech-forward evolution and the bridge-ways it creates for Vietnamese merchants to connect supply and demand to deliver growth.

The campaign includes a teaser launch, a two-minute film highlighting the journey of Vietnamese merchants, and impactful Out-of-Home (OOH) ads at city gateways, airports, and LED displays in central Hanoi. Together, these assets have garnered significant engagement on platforms like TikTok, Facebook, and YouTube, with the main film achieving over 7.7 million views and 33.7 million impressions.

Duy Thông, CEO at Dentsu Redder, commented, "As one of Vietnam’s largest logistics providers, GHTK has a remarkable ability to drive significant impact for Vietnam’s independent merchants, and this aligns with our commitment to support our partners to be a force for good. The incorporation of the GHTK tape has established a distinctive and recognisable branding component, positioning the brand as a highway connecting every distance to deliver innovative solutions to Vietnamese merchants. We are delighted to be able to create something meaningful with GHTK that supports growth, resilience, and success within Vietnam’s entrepreneurial community.”