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Project 02 · The Làng Nủ disaster · 2024

Brand Storytelling

When technology tells a human story.

2.3M+

Facebook Reels views

+1,000

New Facebook followers a month, 10 times the average

200K+

YouTube views

1

Feature report on VTV3

Chapter 01

Context

The mud and rock flood disaster at Làng Nủ, Lào Cai (09.2024). AGS Technologies worked alongside local authorities, using drones in search, rescue and disinfectant spraying to support the community's recovery.

My role

I built and ran all of the campaign's content from back of house: taking direction from my manager, briefing the field team on the footage we needed, then writing and editing the long-form YouTube video myself and developing the Facebook posts, Reels and Shorts from material sent back in real time.

Brand challenge

How do you communicate a disaster response project truthfully and with depth, carrying the value of technology that saves lives, without turning a disaster into a tool for polishing a brand?

Wide aerial view of the mud and rock flood area at Làng Nủ, Lào Cai

Photo: AGS Technologies

Chapter 02

The storytelling rules

AGS leading the way in using drone technology for search and rescue, in a spirit of support for the community.

01

Tell it through action, not through tragedy

The lens stays on the rescue and disinfection work, and never exploits images of victims.

02

People at the centre

The drone appears as a tool serving the community, not a product to be sold.

03

Real time and exclusive

Footage from the site takes priority, which keeps it current and keeps it true.

04

No sales CTA

No call to action attached to any piece of content in the campaign.

Why the Reels reached 2.3M views

  • The whole country was turned towards Làng Nủ.
  • Technology that was new and unfamiliar in a search and rescue setting.
  • Exclusive real-time footage from the site.

What I learned

Viral comes from the right story at the right moment, with exclusive material and a humane act behind it.

Chapter 03

Content and production

My role

  • Wrote the script and edited the long-form YouTube video end to end.
  • Developed a multi-format content system from the field material: Facebook posts, Reels, YouTube Shorts.
  • Coordinated footage with the field team through content briefs.
AGS Technologies Facebook post from 20 September 2024 about the disinfectant spraying work at Làng Nủ
FacebookA post built from field material
Reels showing a drone spraying disinfectant across 20 hectares, displaying 2.3 million views
Reels2.3 million views
YouTube video on using drones to survey the terrain and the landslide sites at Làng Nủ, Lào Cai
YouTube19K views · long-form
YouTube Shorts about a drone paired with a loudspeaker for signalling, 211 thousand views
YouTube Shorts211K views

Expanded into thought leadership

I ran a series of three webinars, "UAVs in disaster prevention and recovery", turning the project's story into shared expertise and widening our reach into the group of customers we were after.

Chapter 04

Brand impact

100% organic, within one month
3.5M+

Facebook views

200K+

YouTube views

100+

specialists and practitioners at the webinars

+1,000

Facebook followers, 10 times the usual

Earned media

  • The press covered it unprompted: Dân trí, VOV, Báo Công an TP.HCM, CafeF.
  • The programme "Điểm tựa Việt Nam": VTV3 interviewed and reported on it.

Brand trust → revenue

  • The webinar series generated 10+ potential leads, and real conversions in 2025.
  • Viettel approached AGS about working together on search and rescue in the Trà My mountains (Quảng Nam, Đà Nẵng).

What it means

After the campaign, AGS is recognised as a company that uses drones in search and rescue work.
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