Binh An Nguyen - Tổng tài VNPAY Taxi

Campaign Overview:

To solve the user frustration of juggling multiple apps to find a ride or a fair fare, we positioned VNPAY Taxi as the ultimate 'Power Figure' in ride-hailing.

Creative Concept: TỔNG TÀI VNPAY TAXI - GIÁ TỐT, NHIỀU XE

We personified the app feature into a charming, resourceful Tổng Tài VNPAY Taxi to dramatize two key functional benefits:

- 'Lắm Tài' (Many Drivers): Highlighting the platform's massive aggregator network of traditional taxi/Ride-hailing service fleets.

- 'Nhiều Lợi' (Many Benefits): Emphasizing the competitive pricing and cost-saving promotions.

This approach transformed a dry technical feature into a charismatic character, effectively communicating that VNPAY Taxi is the commanding choice for Good Prices and Infinite Rides.

MY ROLL

- Creative Collaboration: Participated in the campaign from Pitching to Execution, co-developing the Big Idea, the "Tổng Tài" mascot concept, and O2O activation strategies with the core team.

- Visual Direction: Defined the visual identity for the music-led TVC and character design to ensure the "Tổng Tài" persona resonated with the mass audience.

- Hybrid Production Support: Worked closely with the Production House and Post-Production team to execute complex assets blending CGI (3D Mascot, environment) with Live Action.

- Asset Management: Directed the creation of a comprehensive 2D Mascot Pose Library for visualizers and designers.