Today, many brands rely on established celebrities to leverage their existing popularity and maximize campaign reach. Ahamove, however, took a different approach. Rather than choosing a household name with widespread recognition, the brand intentionally partnered with a rising star who embodies growth, ambition, and continuous progress - Võ Tấn Phát. In a category often perceived as functional and serious, Phát's natural humor and charismatic personality made the campaign message more engaging and accessible to its target audience. His well-known "caring CEO" persona also became a powerful metaphor for redefining the delivery industry - portraying Ahamove drivers not merely as couriers, but as dedicated partners who treat every delivery with the same care they would give to someone they love. More importantly, choosing an emerging talent created a strong synergy between ambassador and brand. As both were in a phase of rapid growth, the campaign's momentum was driven not only by celebrity influence but also by the compelling narrative of growing together. This approach gave the campaign a fresh, relatable feel while complementing its entertainment-driven creative direction of "hijacking iconic commercials." As a result, the campaign captured attention while communicating Ahamove's delivery expertise in a natural way that felt less like advertising.

At the heart of the campaign lies a simple yet fundamental truth: Ahamove only has deliveries when merchants successfully sell their products. Therefore, when positioning itself as "The Delivery Expert," Ahamove chose not to complicate its message but instead expressed its role in the clearest and most straightforward way possible: "Whatever you sell, Ahamove delivers." To bring this message to life in a more engaging and relatable way, Ahamove placed Võ Tấn Phát at the center of the storytelling. Through his signature "caring CEO" persona, Phát helped redefine the role of Ahamove drivers - not simply as people who transport goods, but as dedicated professionals who care for every order with flexibility, commitment, and genuine attention to detail. Building on this concept, the campaign developed a series of content pieces that creatively "hijacked" familiar advertisements, with Võ Tấn Phát appearing as the recurring protagonist across a wide range of retail scenarios. No matter what products merchants were selling, Phát consistently appeared behind the scenes, ensuring every delivery was completed seamlessly - perfectly reinforcing the promise that Ahamove can deliver anything. This creative approach not only enhanced entertainment value and relatability but also communicated the "Delivery Expert" positioning naturally to both merchants and end-users. In doing so, Ahamove reinforced its role not merely as a delivery service, but as an indispensable logistics partner throughout the entire commerce journey.

The campaign launched with a hero TVC featuring Võ Tấn Phát as the "CEO Driver" - a humorous yet symbolic character representing the dedication, versatility, and professionalism of Ahamove's driver network. The TVC adopted an entertainment-first treatment by creatively "hijacking" several of Vietnam's most iconic commercials, including Điện Máy Nhanh, BIPHONE, and AaA detergent. Across each adaptation, Võ Tấn Phát remained the central character, seamlessly transforming across different retail scenarios while reinforcing Ahamove's key service advantages in a memorable and entertaining way. These USPs included its multi-vehicle delivery network - ranging from motorbikes and vans to trucks capable of handling loads from 60kg to 5 tons - Cash-on-Delivery (COD) services supporting collections of up to VND 10 million, and the "Multi-Order - Multi-Destination" feature that enables merchants to create 50-100 delivery orders at once using a single Excel file. On social media, Võ Tấn Phát continued to serve as the campaign's central figure, extending its lifespan well beyond the TVC. Ahamove repurposed memorable expressions, catchphrases, and humorous moments from the "CEO Driver" character into a wide variety of social content, including key visuals, reaction images, and short-form viral videos. Rather than relying on a single hero film, the campaign continuously reimagined the character across multiple content formats, tailoring each execution to suit social media consumption habits while sustaining audience engagement throughout the campaign.

[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 Insights

[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: Significantly above benchmark

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