JWT helps re-brand Vietnam TV station K+ to look ‘beyond football’

J. Walter Thompson has unveiled a campaign to reposition Vietnam’s pay television network K+ as more than just a football broadcaster.

The agency created the tagline Cang Xex Cang Yeu, which loosely translates in English to ‘the more you watch the more you love’, as part of a campaign promoting K+’s content diversification.

Previously focused on sports broadcasting, K+ will branch out into airing romantic dramas, international and Vietnamese films.

Created by JWT’s Vietnam office, the TV commercial centres on the country’s “obsessive” TV-watching habits.

The campaign will be the first in a year-long series promoting the channel’s relaunch. According to the agency, the following TVCs will employ a ‘Mo Lei Tau’ style of humour, which captures how Vietnamese audiences fantasise about cinema.

JWT Vietnam CEO Saby Mishra said: “The TV landscape is changing fast and full on but content is still king. This requires re-thinking TV not as a channel but as a brand, addressing multiple demographics but built on a single, cohesive brand story. This journey is a truly productive collaboration with VSTV/K+ team and Canal International in the transformation of K+.”




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