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By Amit Bapna | Editor-at-large

November 19, 2021 | 2 min read

In a bid to increase its penetration among newer markets as well as newer consumers, Netflix recently launched its free plan in Vietnam, one of the fastest-growing Asian economies.

It is the second country the platform has trialed this offer in, after Kenya, with the goal of “letting people have a taste of the shows to bring more users to the platform”. The service is restricted to users of Netflix’s Android app.

To promote the initiative, global creative agency Tommy has created a mega-brand campaign that moves the narrative from ‘nothing in life is ever free’ to ‘the best things in life are free’. The agency, founded in 2009, has bases in London, LA and Singapore.

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Guo-You Chew, managing director for APAC at Tommy, says: “We’re honored to spearhead the charge into one of Southeast Asia’s fastest-growing markets by bringing the power of great stories to Vietnamese audiences – for free.“

To increase the reach of the campaign, the agency hired Suboi, a well-known Vietnamese singer, and took inspiration from her hit song Cho Khong (Given for Free). Suboi, full name Hàng Lâm Trang Anh, is a popular rapper, singer and songwriter and is known as the first Vietnamese female rapper to break through to the mass market. She has a sizable following on social media.

The one-minute film takes the viewers on Suboi’s journey from skepticism to acceptance, embracing the joy of a good free binge. Along the way, there are surprise appearances from characters of Netflix’s iconic shows Squid Game and Money Heist.

The campaign was pushed out with some key media placements Vietnam’s biggest cities, Ho Chi Minh and Hanoi.

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