Sim Thach Sanh – a sim card that allows users to get long talking hours. In its first promotion campaign, the sim card offered 1 hour of talk with the charge of only 1 minute.

How could the not-so-new benefit of long talk time be interpreted in a memorable and locally relevant way?

Using the well-known Vietnamese saying “porridge talk”, which refers to spending hours over the phone call, we imagined a world where people used rice-cooker phones, instead of their mobiles, to communicate. Among those, only the users of Vietnamobile’s Sim Thach Sanh managed to cook porridge.


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