K+ taps into FOMO for streaming service in new campaign via The Friday Vietnam

K+, a joint venture between Canal+ and Vietnam Television (VTV), has launched a new campaign through The Friday Vietnam that dramatizes the social consequences of missing out on trending entertainment content.

The campaign marks a strategic shift for K+, which is expanding beyond its roots in premium sports broadcasting (including English Premier League, UFC, and Formula 1) to position itself as a comprehensive entertainment platform with blockbuster movies, Asian drama, children’s programming, and Original Series productions.

Set to Beethoven’s Symphony No. 7, the campaign’s centerpiece film shows non-subscribers who are isolated and literally blending into their surroundings during conversations about K+ content—including scenes where an office worker melds into his chair, a vendor becomes one with her watermelon display, and an art student transforms into a statue.

The message is: subscribe to K+ to stay in the loop, or disappear from social conversations about the latest must-watch content.

Building upon the main film, the campaign is followed by an interactive activity where non-subscribers can be rescued by generating AI-powered film posters of themselves as popular characters while receiving subscription offers. The integrated campaign is currently running across television, cinema, and digital platforms throughout Vietnam.