Chiến dịch truyền thông marketing tích hợp cho dòng xe điện vinfast. Đặc biệt trong bối cảnh cạnh trang với dòng ô tô điện tesla, các chiến dịch marketing mà vinfast cần thực hiện là gì? The shortterm outlook for electric vehicle sales is quite bright as global EV sales in 2021 increase by about 140% yearonyear, driven by vehicle sales in China of around 500,000 vehicles, and in Europe about 450,000 vehicles.
V ERBAL
The spoken word at the end of the clip features a gentle and elegant female voice delivering meaningful phrases that resonate deeply She expresses sentiments such as, "There is joy in a small home, joy in a date, joy in witnessing achievements, joy in anticipating distant journeys, and joy in the daily experience of motherhood Each joy deserves to be cherished Women, you don't need to be like anyone else; just be true to yourself." This approach effectively conveys profound messages in a soft and relatable manner.
Generali's message: Although knowing that friends only care and worry about each other, they become a bit too "imposed", but each person only have a life to live
If you love, please accept and share so that everyone can have the courage to live with their own joys
The rap lyrics inspired by Becky G's "Bella Ciao" serve as the central theme for the "SỐNG NHƯ Ý" series Generali aims to create a lasting connection with listeners through the consistent melody featured throughout the series, ensuring that the song becomes synonymous with Generali's "SỐNG NHƯ Ý" initiative.
G RAPHIC
Generali showcases the diverse lives of five close friends, symbolizing modern women today, as they reunite after six years apart Each girl embodies a unique journey: one is on the verge of purchasing a home, another is receiving a promotion, while others are enjoying a rewarding trip abroad or dating an ideal partner Their distinct outfits, characterized by various styles and colors, reflect their individual personalities and life experiences.
With the first girl in a white and red outfit, the modern chic style shows that she is a noble person who has achieved much success at work
And the second girl, although wearing a black suit, the story on the emotional side is somewhat difficult when she has experienced many sad relationships
Next, is the girl in a white dress who loves to travel and take pictures, always cheerful and upbeat, loves the experience
The girl who just got a raise with a red dress represents luck and advancement
Finally, the mother is a nursing mother, dressed simply but still highlights her gentleness and talent in taking care of the family
Four girls seem to embody joy, pride, and contentment in their lives Yet, they perceive that each of them has a promising future, while feeling that their friend’s choice to become a mother is a squandering of her youth, evoking a sense of regret for her decision.
M USICAL
The video begins with melancholic lyrics reflecting on lost time and missed connections, expressing sentiments of sadness and nostalgia As it progresses, the tone shifts to celebrate life's joys and personal achievements, highlighting milestones such as buying a home in the city, finding love through Tinder, traveling to various destinations, and receiving salary increases This upbeat narrative culminates in a rap dialogue that recaps the accomplishments of the past six years, before transitioning back to a quieter moment that focuses on the joys of motherhood The video concludes with heartfelt images and videos showcasing cherished family moments from recent times.
The clip emphasizes that every woman has her unique sources of joy in life It encourages living authentically, prioritizing personal hobbies and desires, and finding happiness without concern for others' opinions.
Instrumentation: Drums, guitar, piano, violin
The drums enhance the liveliness of the music while maintaining its rhythm Together with the guitar, they provide low notes that support the main melody, ensuring that the piano and violin stay in tune with the overall rhythm This combination creates a harmonious musical experience.
4 instruments, the music is bassy and quiet but follows a common rhythm
The article highlights two contrasting voices: a lively, upbeat rap that celebrates the joys of life, and a serene, harmonious choir that conveys concern for a nursing mother This duality reflects the emotions of four girls who seek to share their own happiness while also expressing empathy and sorrow for their friend in need.
A NIMATION
At a dining table, four businesswomen are engaged in their busy lives, showcasing their professional demeanor One girl is focused on checking in food on social networks, while the other two share a joyful moment, reconnecting after a long time apart, each navigating their own paths.
As the fifth girl took the stage, the atmosphere shifted, with the other four girls initially casting her sidelong glances filled with mild reproach While rap embodies joy and celebration, their reactions turned somber when discussing the fifth girl's life However, as she shared her story, their expressions transformed, reflecting deeper emotions The five girls sat together, captivated by their sister's performance, while their mother beamed with pride and satisfaction This scene illustrated the profound love and care parents have for their children, creating a joyful family dynamic that brings tears of happiness to the mother's eyes as she reflects on their growth.
The simple actions of lounging on the sofa, texting with a smile, and contemplating purchases for an upcoming trip reflect the unique experiences of individuals Each moment, from a mother's gentle touch on her first child's head to the soothing sound of a sibling's heartbeat, embodies personal significance These actions collectively convey the brand's message: "Be yourself, no need to be like anyone else."
The pace of music can be divided into three distinct segments: a slow and gentle introduction, a fast and rushing rap section, and a subsequent slowdown during the deposition This dynamic variation reflects the ups and downs of human life, illustrating that life is not always a continuous ascent and often includes moments that do not meet our expectations.
The restaurant's design features yellow lights that evoke joy and optimism, while its white walls symbolize lightness and a lack of negativity Bright orange curtains add warmth and energy, creating an inviting space for conversation Each scene within the restaurant utilizes dark colors and a red background, representing the personal journeys of individuals, with the red symbolizing the dedication required to achieve such lives The lighting highlights the main character, drawing attention to their story amidst the darker surroundings Ultimately, the combination of a white screen, representing freedom, and a red background, symbolizing passion and sacrifice, conveys a powerful message: "Live your life to the fullest with passion and enthusiasm as long as you feel it's right for you."
PREPARE AN INTEGRATED MARKETING COMMUNICATIONS
MARKETING SITUATION
M ARKET T REND
The short-term outlook for electric vehicle sales is quite bright as global EV sales in
2021 increase by about 140% year-on-year, driven by vehicle sales in China of around 500,000 vehicles, and in Europe about 450,000 vehicles
Particularly, electric car sales in the United States doubled compared to 2020 Currently, governments around the world are trying to support and promote the sale of electric cars
Picture 1.1: Sales of electric cars in the world increased sharply over the years from 2010 to 2020
Bloomberg NEF (BNEF) forecasts a significant surge in electric car sales, predicting a 66% increase in 2021, surpassing 5 million vehicles and accounting for 7% of total vehicle sales This trend is expected to continue, with sales projected to reach 30 million by 2028, resulting in electric vehicles comprising 48% of all commercial cars sold by 2030.
Continuous strong sales growth is expected to be the driving force behind the popularity of electric cars, towards the goal of 100% zero-emission vehicles (electric and hybrid) by 2050
Picture 1.2: Forecast of global share of zero-emission vehicles in the period from 2020 to 2050
Vietnam's electric car market is experiencing a positive shift, with a 2017 survey by Frost & Sullivan revealing that 33% of Vietnamese consumers were considering purchasing an electric vehicle for the first time The country's young population and high number of Internet users contribute to this growing interest, as consumers increasingly overcome challenges like high costs and lengthy battery charging times.
The Vietnam Automobile Manufacturers Association (VAMA) has proposed the idea of a roadmap to develop Vietnam's electrified vehicles from now to 2050 into 3 phases
Vietnam aims to achieve 1 million electrified vehicles by 2028 during the initial phase (2021-2030) In the subsequent phase (2030-2040), the country is projected to experience rapid growth, reaching approximately 3.5 million electrified vehicles by 2040 The third phase (2040-2050) will focus on steady growth, with an expected total of 4.5 million vehicles by 2050, ultimately leading to a saturation point where 100% of vehicle sales will be electrified.
C ONSUMER T REND
A recent survey conducted within a car forum in Vietnam reveals that 99.4% of consumers aged 25 and older are aware of electric vehicles, with 82% expressing interest and actively seeking information about them This significant statistic highlights the growing appeal of electric cars among Vietnamese consumers.
As electric cars continue to gain popularity, particularly amid rising petrol prices, 46% of consumers are likely to purchase an electric vehicle within the next 12 months This statistic highlights a significant shift in consumer attitudes towards green cars, reflecting their growing awareness of the benefits associated with electric vehicles.
Picture 1.3: Willingness to buy an electric car in the next 12 months
According to the same study, when it comes to the influence of electric vehicle purchase decisions, consumers in the Philippines and Vietnam pay much attention to personal health aspects
Picture 1.4: Factors affecting the decision to buy an electric car
BRAND UNDERSTANDING
B RAND O VERVIEW
Vinfast (or Vinfast LLC), full name is Vinfast
Manufacturing and Trading Company Limited, is a
Vietnamese automobile manufacturer established in
2017 This is a member company of the group
Vingroup, one of the largest multi-industry private economic groups in Asia
Vinfast's name is connected from the abbreviation chain of the words "Vietnam - Style
VinFast embodies the spirit of "Safety - Creativity - Pioneer," celebrating the emergence of a world-class Vietnamese automotive brand This initiative reflects Vietnam's commitment to innovation and safety, showcasing the nation's ability to master modern technologies while honoring its automotive heritage VinFast represents a significant step in establishing a unique identity for Vietnamese cars, emphasizing the country's dedication to quality and excellence in the automotive industry.
VinFast aims to lead the global electric vehicle revolution with its vision of becoming a premier smart electric vehicle brand, driven by the mission "For a green future for everyone." The brand's core philosophy centers on the customer, as VinFast continually innovates to deliver high-quality products at competitive prices, along with exceptional after-sales services This commitment ensures that smart electric vehicles are accessible to all, fostering a sustainable and environmentally friendly future.
Enterprises always focus on 3 core values: Classy products; Good price; Outstanding
C OMPETITORS WITH V INFAST ' S AUTOMOTIVE PRODUCTS
At the end of 2021, Mercedes-Benz introduced the EQS model at an online event This car is capable of operating up to
770km, charging time at the fast charging station from 10% to 80% battery is about 31 minutes
Picture 2.3: EQS car by Mercedes-Benz
Most recently, Thanh Cong Group and Hyundai Motor Company have launched the Ioniq 5 electric car, with a speed of up to 185km / h, a maximum operation of about 450km per charge
Picture 2.4: Ioniq 5 car by Hyundai
Another car from the Korean manufacturer is Kia EV6, which is expected to launch in
Vietnam in the second quarter of this year
Newly completed in March last year, Kia
EV6 is designed with many engine versions, including the version that has the ability to accelerate to 100km / h in just 3.5 seconds, equivalent to many supercars
Picture 2.5: Kia EV6 car by Kia
Audi is set to launch the e-tron GT in Vietnam following a successful introduction in Thailand This luxurious sports car is positioned as a competitor to Porsche's Taycan, another high-end electric sports car priced around 5 billion VND.
Picture 2.6: E-tron GT car by Audi
Tesla, a leading American electric car manufacturer, stands out in the electric vehicle market due to its cutting-edge technology and striking design As Tesla expands its presence in Vietnam, it is poised to become a significant competitor to VinFast.
Pictủe 2.7: Tesla Model 3 car by Tesla Indirect Competitor
With Vinfast's 3 current electric car lines, businesses also have to confront their gasoline car rivals such as:
For the VF e34, it will have to face fierce rivals in the C-segment SUV segment The most prominent is the trio of Honda CR-V, Mazda CX-5 and Hyundai Tucson
Picture 2.8: Honda CR-V; Mazda CX-5; Hyundai Tucson
VinFast positions the VF 8 within the D-segment SUV market, competing with models like the Toyota Fortuner and Hyundai Santa Fe Key rivals include the Mazda CX-5 and Hyundai Tucson, which have been among the top-selling C-size SUVs in recent years Additionally, the VF 9 is well-equipped to attract customers from popular models such as the Hyundai Santa Fe (priced between 1.03 - 1.34 billion VND), Mitsubishi Pajero Sport (1.11 - 1.345 billion VND), Kia Sorento (999 million VND - 1.289 billion VND), Toyota Fortuner (995 million VND - 1.426 billion VND), and Ford Everest (1.124 - 1.412 billion VND).
The domestic automobile industry is currently protected by a 50% import and export tax, making locally assembled cars approximately 5-10% cheaper than imports from Thailand and Indonesia As the AFTA tax cut roadmap progresses towards a 0% tax, a reduction to 30% could equalize prices between imported and domestically produced vehicles Without ongoing government support and proactive measures from businesses, imported cars may outcompete domestic options, posing a significant challenge for VinFast.
B RAND PRODUCT LINES
Vinfast also focuses on developing a variety of electric motorcycles and electric cars such as:
Vinfast Ludo Vinfast Feliz S Vinfast Theon S Vinfast VF E34
Vinfast Impes Vinfast Feliz Vinfast Theon Vinfast VF 5
Vinfast Tempest Vinfast Klara S (2022) Vinfast Vento S Vinfast VF 6
Vinfast Klara S Vinfast Vento Vinfast Klara A2
P RODUCT ON CAMPAIGN INTRODUCTION
Officially launched at the Los Angeles Auto Show
2021 (USA), VinFast VF 8 attracts global consumers thanks to its unique appearance and modern technology Only 48 hours after opening for sale,
VinFast has received 15,237 orders for this model
VinFast VF8 is a completely new name but promises to be a strong competitor in the high-end mid-size SUV segment in the Vietnamese market and the global market
VinFast VF 8 is a line of electric cars designed to meet the highest international quality standards ASEAN NCAP 5-star and EURO NCAP 5-star
Vehicles are the perfect combination of quality and value through superior technology, exceptional manufacturing techniques and dedicated service
• Acceleration time from 0 - 100 km/h < 5.5 seconds
• Distance traveled on 1 full charge (WLTP) ~447 km
• Airbag: 11 - Number of seats: 5 seats
VF 8 interior is spacious and comfortable
The VinFast VF 8 features a spacious interior that stands out among its competitors, showcasing high-quality leather and a streamlined design that exudes elegance and sophistication Designed by the renowned Pininfarina studio, the cabin incorporates advanced technologies, ensuring an impressive experience for every customer during their journey.
VinFast VF8 uses an electric motor, with a capacity of 402 horsepower, 640 Nm of torque, power is transmitted to 4 wheels
According to the manufacturer's announcement, VF8 can run 460 - 510 km for each full charge Acceleration time from 0-100 km / h of the car is 5.5 seconds
The VF8 offers advanced voice recognition in Vietnamese and multiple international languages, serving as a dependable virtual assistant for adjusting air conditioning and entertainment systems during your travels To enhance customer convenience and peace of mind, the VF8 features remote software updates (FOTA), battery status alerts, and navigation to charging stations Additionally, the VinFast App allows owners to effortlessly manage and control their vehicle functions remotely.
Some features in the advanced driver assistance system include
• Driving Assistant on the Highway
• Full parking assist (driver is in the car)
• Self-dumping (driver supervises outside the vehicle)
VAT included, excluding the optional VinFast Smart Driving service package.
CAMPAGIN OBJECTIVE
B USSINESS O BJECTIVE
Within 6 months, reaching sales of from 10.000 to 12.000 VF8 products,.
MARKETING OBJECTIVE
Reach at least 5 million more target customers.
C OMMUNICATION O BJECTIVE
Increase brand awareness by 60% and build the positioning of Vinfast campaign is not only standing for “Green Vehicle” but also in “Life Style”.
M EDIA O BJECTIVE
Reach Total 15 millions viewers on Vinfast Media
Use Facebook, Instagram, TikTok to reach 85% awareness of target customers Youtube and Tiktok convey product knowledge and make about 55% of customers have a positive attitude to product.
TARGET AUDIENCE (USING EXTERNAL MARKETING)
C USTOMER (5W)
Vietnamese individuals aged 25 to 45, with a high average income, represent a financially secure demographic, spending between 5.5 and 15 USD per person per day This group is predominantly found in urban areas, where approximately 89% belong to the economically secure class They are distributed throughout Vietnam, with significant concentrations in Ho Chi Minh City and Hanoi.
• WHAT are the characteristics of the target audience?
The target audience of this campaign has some characteristics such as:
- They have an open, modern lifestyle, closely associated with technology
- They are attracted by international products, ready to accept different ideas
- They are people with their own personality, ready to express themselves
- They are members of forums or groups dedicated to discussing technology, cars, such as:
- Vinfast - Vietnamese car-loving community (170 thousand members)
- Sophisticated social network (2 million users in 2015)
• WHERE will they see the campaign?
The target audience will see Vinfast's media campaign through:
- On the media on the internet such as social networks, on major newspapers, or on outdoor billboards
- See the Offline events that Vinfast organizes
• WHEN will they see the campaign?
When there is a need to buy a new car, the target audience will see recommendations on social networking platforms At that time, they will see Vinfast's media campaign
When you see people talking about this car or being introduced and shared by friends, Vinfast's campaign
• WHY do they buy the product?
VinFast's customers are mostly people with great national pride, always wanting to use Vietnamese quality products
Vietnamese customers are influenced by crowd psychology, consumption will make Vinfast appear on many newspaper pages, making people talk about it as much as possible.
C LIENT
Currently, as society is increasingly evolving, everything is changing rapidly which means everything has to be optimized to accommodate this change
To achieve national development, upgrading transportation is essential, making car rental services increasingly familiar to Vietnamese consumers Rang Dong car rental offers a variety of services, including travel and taxi driving, and operates under the motto "customer first." This commitment drives Rang Dong to continually enhance its quality and service, positioning it as a promising partner for Vietnamese people to experience Vinfast cars.
After just five years of operation, Grab reports that 25% of the Vietnamese population utilizes its services, supported by a network of 190,000 drivers, referred to as partners rather than employees.
2015 After acquiring Uber in Southeast Asia in 2018, Grab seems to have "dominant" the motorbike taxi market in Vietnam.
E DUCATOR
Quach is a highly influential figure in style and lifestyle, renowned for his exceptional design talent and relentless creativity He is often referred to as a gifted "witch" due to his unique aesthetic vision, which captivates and inspires many.
Thai Cong is a German of Vietnamese origin, independent since the age of 15 and studied at
Thai Cong, a graduate of Akademie JAK in Hamburg with a major in fashion design, founded his company, Thai Cong GmbH & Co.KG, in Germany in 2007 In 2012, he returned to Vietnam to establish Thai Cong Interior Design Vietnam His design philosophy emphasizes that "every creative design of mine must be beautiful, and the people within the space should be honored," encapsulated in the famous saying, "Thai Cong brand does not sell furniture; we sell a lifestyle."
The Thai Cong TV YouTube channel stands out as one of Vietnam's most unique platforms, blending interior design expertise with a glimpse into the luxurious lifestyle of high-end designers It not only showcases design skills and Western culture but also introduces a world of opulence that many Vietnamese viewers find aspirational With 448K subscribers and 304 videos, the channel captivates its audience by creating a sense of desire for a more affluent lifestyle Additionally, Quach Thai Cong extends his reach through a popular TikTok channel.
884,8K followers and a personal facebook page with nearly 113K followers.
M EDIA
Tinh Te, established in 2006, is one of Vietnam's largest online information technology forums, boasting over 2 million users as of 2015 The platform features high-quality articles from renowned tech writers, focusing primarily on information technology, mobile phones, and home appliances Tinhte.vn serves as a hub for users to engage with technology experts, providing valuable solutions and insights Its significant advantage lies in its steady growth and a robust community, attracting an average of 23,000 visits per month.
C REATIVE C AMPAIGN
VinFast's new electric vehicle is gaining popularity as a green and safe transportation option; however, many Vietnamese consumers find the 1.3 billion price tag a significant barrier to impulsive purchasing Prejudices regarding the technology and design of local brands compared to international ones further complicate the decision-making process Additionally, in Vietnam, cars are seen as expensive "jewelry" that enhance personal image and social status Consumers desire vehicles that not only reflect their style but also signify their identity and place in society.
Embrace your unique style to boost your confidence and pride A personal style not only satisfies your ego but also allows you to express your individuality Regardless of your background or profession, confidently showcasing your distinctiveness is essential Opting for a "green vehicle" that combines impressive performance with striking design enhances your image, offering safety, convenience, and a fashionable touch This choice also helps shape how others perceive you, reinforcing your identity as a proud Vietnamese citizen contributing to the nation's progress.
"changing new colors" and the style of a modern and classy driver Choose Vinfast to increase your value
Campaign Theme: Who you are (Bạn là ai)
Embrace your unique style with confidence, as it allows others to see you in a new light By expressing your individuality, you not only enhance your self-image but also invite fresh perspectives from those around you.
A DVERTISING A PPEAL
Protect Environment + Made in Vietnam = Safety + Love + Actualization
From the outset, the VF8 has garnered significant affection from the Vietnamese public, as it represents the first offerings from a local brand poised to embrace future trends and compete with renowned global car manufacturers Beyond its commitment to environmental safety, Vietnamese consumers take comfort in using products crafted by their own country VinFast instills confidence in users through advanced technologies and tangible quality metrics, including fuel efficiency.
The VF8, a groundbreaking vehicle crafted in Vietnam, embodies the principles of being "green, clean, and safe." This innovative product has gained popularity not only in Vietnam but also in demanding markets like the US and Europe Its technological advancements and features have earned it recognition both nationally and internationally.
VinFast's VF8 offers an affordable price while incorporating advanced technology and the dedicated efforts of its team This electric vehicle features a powerful engine, numerous safety technologies, and a striking design that stands out With proven quality and efficiency, the VF8 exemplifies the convenience and economic benefits of electric battery-powered motors.
VinFast's VF8 boasts a range of impressive features, including integrated smartphone control and an advanced driver assistance system, creating a sense of value for consumers that feels more like receiving a benefit than merely purchasing a product.
MARKETING COMMUNICATION PROGRAM
T IMELINE R OADMAP
October November December January February March
Skippable Masthead Feature Video Out Door Internet Slide of Life Facebook Tinh te
Tinh te Client Total Cost
Table 6.1: Timeline & Total cost of Campaign
Phase 1: Awareness Phase 2: Liking Phase 3: Convince 1/10/2022 – 31/11/2022 1/11/2022 – 28/2/2023 1/2/2023 – 31/3/2023
Create customer awareness of the VF8 product campaign that will represent your style
The goal of this stage is to try to bring the spirit of the campaign into the minds of consumers, creating empathy and closeness for customers
Convince target customers by giving them hands-on experiences with VF8 products
Key Message Be confident in expressing your own style, so that people have a different view of you
- Advertising: Display, Masthead, Out Door, Internet, Slide of Life, Facebook, Tinh te
- Public Relation: Tinh te, Client
P HASE 1: A WENESS
Run TVC ads again on social media channels and outdoor advertising during 10/2022
To enhance ad impressions for target customers, it is crucial to capitalize on consumer search trends, particularly for car information, which peak about a month before the Lunar New Year and after Tet This year, there is a notable increase in demand for purchases in October and November 2022, as well as January 2023 Therefore, it is recommended to launch promotional campaigns to raise awareness of the new VF8 series from October 2022 through January 2023.
Title: Vinfast – Who you are
Time: 1 minute to 1 minute 30 seconds
Video Structure: 3 part (Intro à Dramatic event – The climax à Deposition – CTA) CTA: Answer the question “Who you are” (Hãy trả lời cho câu hỏi Bạn là ai)
In the video, adopt a heroic and inspirational tone, emphasizing powerful words such as "Style," "Distinctive," "Bravery," "Strong," and "Pioneering" to highlight the benevolence of individuals The content featured in the TVC encourages everyone to embrace their uniqueness, regardless of their occupation, urging viewers to choose their own style and to be pioneers of their identity It poses the essential question: "Who are you?"
In this campaign, VinFast will utilize various car colors to symbolize individual personalities, conveying the message that "each style is unique, and so should the color."
The song's arrangement consists of three distinct parts Initially, it gently immerses the listener, fostering a calm emotional state and encouraging self-reflection on individuality As the tempo accelerates, it inspires confidence and admiration for the product, urging listeners to embrace their unique style and be pioneers of their own identity Finally, the emotional build-up is abruptly interrupted, leaving viewers in a state of contemplation with the central question of the TVC: "Who are you?"
In this article, we will capture a slow-motion shot of individuals leaning against a car, each dressed in stylish outfits representing the seven colors Following this, we will showcase seven segments featuring each person entering the VF8 car, symbolizing their journey as they confront various life challenges such as procrastination and negative thinking Ultimately, the narrative will culminate in a powerful message of resilience and overcoming obstacles.
7 stop at the top of glory, and they will meet together, smiling contentedly looking into the distance
The concept of pace is divided into three distinct segments: the initial phase features slow and gentle actions, followed by a challenging period characterized by rapid and intense activity, and concluding with a return to calmness and gentleness This progression reflects the ups and downs of human life, illustrating that after reaching the pinnacle of success, life becomes more manageable and serene.
According to a 2020 report by Stelzner, 69% of marketers plan to increase their usage of YouTube videos, with 55% identifying it as the top platform for promotional content Consequently, YouTube Ads are recognized as one of the most effective advertising strategies (Ahmad et al., 2020) and are expected to remain a dominant force in the advertising landscape, particularly through skippable in-stream ads.
5s interrupt ads at videos with content about sports, cars, business, family
1 minute to 1 minute 30 seconds Picture 6.1: Example of Skippable Ads
- Time: Before the video, the display content introduces the focus to VF8 so that customers can get information about the new product
- CTA: Answer the question Who you are
- Banner: The 300px×60px companion banner is shown on the right hand side
- Pay for: CPM (Cost per Impressions)
- Objective: Reach 2.000,000 Viewers b/ Format: Masthead Ads
Videos appear at the top of the
YouTube Home page, configured for both mobile and desktop devices This ad is currently only available to 1 advertiser in each country per day
This video will have no sound by default When users click on the video, they will be navigated to the original video of TVC Vinfast
VF8 Picture 6.2: Example of Masthead Ads
- Pay for: CPM (Cost-per-impression or Cost per 1000 impressions)
Facebook Format: Feature Videos - Advertise featured videos
Objective: Reach 10,000,000 Viewers, 100,000 Clicks to Website
According to Wyzowl's 2018 State of Marketing Survey, 81% of consumers were persuaded to buy a product after viewing branded video content Additionally, when video and text are presented together on a page, 72% of individuals prefer using video to learn about a product or service.
VinFast opted for a dynamic promotional video to showcase the VF8 products, moving away from traditional text and data presentations This engaging approach captures the attention of target customers and enhances brand recall through vivid imagery and visuals.
Picture 6.3: Example of Feature Video
Format: Advertising in the mall
Vinfast will place billboards of Vinfast VF8 cars outside Vincom commercial centers of major cities across the country, such as:
Vincom Da Nang: At 910A Ngo
Quyen, Son Tra District, Da Nang
This is currently the largest shopping center in Da Nang Located right in the center of the city, next to the Han
River Bridge, where many delicious restaurants, beautiful cafes and above all, VF8 has a large number of tourists and target customers
Vincom Mega Mall in Ho Chi Minh City is strategically situated in the center of Vinhomes megacities, allowing for rapid and efficient access to a large customer base The mall attracts approximately 150,000 to 200,000 residents from urban areas and serves an additional 1 to 1.5 million customers from surrounding regions.
Vincom Mega Mall, situated at the main entrance of Vinhomes Smart City, offers convenient access for numerous residents in Hanoi's western region.
Vincom Mega Mall Ocean Park Hanoi is strategically situated in the Gia Lam district, offering easy access to central areas of the capital, including the Old Quarter and the new administrative zone in West Hanoi Residents can conveniently reach these locations within minutes via Vinh Tuy Bridge, Thanh Tri Bridge, and Chuong Duong Bridge Its prime location and expansive views enhance the visibility of VF8's billboards, attracting a larger audience.
Ads placed at Vincom system?
VF8's outdoor advertising is strategically positioned within the Vincom commercial center system, part of the Vingroup ecosystem, facilitating easier ad placements This advertising approach effectively reduces the distance to potential customers, enhancing visibility Additionally, residents in VinFast's central areas enjoy numerous benefits, including access to electric car parking and charging stations.
- Reach 12 millions viewer on Vinfast campaign, have 150,000 clicks to website
- Get 60% of the audience's attention to the campaign, and have 1000 in Order.
P HASE 2: L IKING
Newspaper advertising offers businesses the opportunity to be creative with their designs, leading to memorable press ads that can leave a lasting impression Unlike digital media, print advertising remains accessible and can effectively reach a broader target market Research indicates that a significant portion of social media users are under 30, which may limit your customer base In contrast, print media, such as magazines and billboards, can engage a wider audience, as they are accessible to nearly everyone.
Use Cover position to introduce VF8 electric car product in Car and Life magazine, Car and Motorcycle magazine
Write 1 popular post "Utilities and economics of using VF8 electric car", 1 post about "Green moving trend", 1 post about "Instructions on battery management and charging on the app"
VINFAST" in BEAUTIFUL magazines in the
"Home" category, elle man magazine, using
Creative Space template to design
Picture 6.4: Example of Creative Space
Objective: Reach 2 Million Viewers on Elle
The current trend of green migration highlights a growing preference for environmentally friendly products The VF8 stands out with its modern and luxurious exterior, spacious and comfortable interior, and powerful engine, all complemented by cutting-edge technology and an advanced steering assist system Users can easily manage and understand the vehicle's battery through a dedicated app, which provides detailed instructions Additionally, comprehensive specifications and pricing information are included to ensure customers have all the necessary details, effectively attracting the target audience.
Run ads on the official Facebook and
Instagram pages of Vinfast Vietnam to remind about the promotional period for
VF8 activities based on “Behavioral
Targeting”: mainly for Vinfast's target audience
Banner: insert banners about Who You
Are campaign to appear on Vinfast's website, Instagram, and Facebook
VinFast is investing in SEO to ensure its website ranks first on search engines for keywords like "VF8," "electric car," "green move," and "VinFast car." When users search for these terms, they will find VinFast's website at the top of the results, where they will be greeted by the "Who You Are" campaign.
Promote your campaign by sharing engaging blog posts about cars, sports, and more Additionally, I crafted a blog post to showcase the VF8 product, highlighting its quality, efficiency, convenience, and cost-saving benefits for customers.
Video 1: Produce a 1-minute short video on Tiktok and Instagram Reels platforms, where VF8 trams are combined and tailored to different events and personal styles During the campaign, exclusive designer
Quach Thai Cong, a prominent influencer, will showcase the Tet decorations in his home alongside his family in a brief 15-second clip Following this, he will transition to featuring the VF8 car he purchased for the occasion.
Tet celebrates the introduction of the VF8, highlighting its superior features in a brief 30-second showcase Accompanying this, a series of 7 images featuring Thai Cong with the VF8 are displayed, each showcasing a variety of styles that complement the vehicle, lasting for 15 seconds.
Thai Cong can highlight the benefits of the VF8, showcasing its unique features while emphasizing that it is accessible to everyone The confidence of the owner, combined with the distinctive style of the VF8, creates a remarkable and impactful presence.
Picture 6.5: Thai Cong review products on his Tiktok
Video 2: Thai Cong will make content on how to prepare for Tet holiday Encourage people to confidently express their style through the riding of the red VF8 by Thai Cong
Objective: Reach 500,000 viewers on Tiktok & 50,000 viewers on Reel & Have
50,000 Reacts on Thai Cong Postes
- Reach 5 million people, have 3,000 VF8 products in Order
- Have 50,000 Reactions on post about Vinfast
P HASE 3: C ONVICE
Organize an event called “Vinfest - TimWho you are”
Audience: Tinh te community and Target customers (expected 50 thousand people) Running Time: 15 – 16 – 17/3/2023
- Hanoi: Ocean Park (Vinhome); Time City
- Ho Chi Minh: Sala urban area; Military Zone 7 stadium
The event serves as a gathering for VinFast car enthusiasts, showcasing the brand's diverse car lineup A key highlight will be the introduction and promotion of the VF8 series, where each color symbolizes a unique style Additionally, 400 fortunate attendees will have the exclusive opportunity to experience these vehicles firsthand.
In addition, to the participants of the event, Vinfast will give small souvenirs, including: Vinfast logo keychain, Voucher, VF8 car catalog
- From 5,000 to 6,000 products VF8 was sold
- Have 50,000 people attend an event
Grab: In order to encourage Grab's "partners" who are willing to have the need to use
VinFast is set to enhance its appeal by offering a 5% subsidy on each ride for drivers using VinFast vehicles This initiative not only addresses profitability but also allows Grab to strengthen its image as an environmentally friendly company, as consumers increasingly recognize its commitment to sustainable practices.
VinFast is seeking to collaborate with Rang Dong car rental to import a significant quantity of VF8 cars, offering a 5% discount for bulk purchases of 100 vehicles.
- There are 50 VF8 products sold & The event was of great interest to everyone and had 30,000 attendees
- The effect of Grab starting to go green gets everyone's attention
With Grab customer, Vinfast will cooperate and use Mobile
Billboard advertising campaign with this brand
Example of mobile billboard advertising
Chi Minh, 100 in Ha Noi)
Picture 6.6: Example of Mobile Billboard
Promotional content: Share about color images representing each style
Using Facebook as a communication tool for Vinfast's upcoming event
- Banner: Event information "Vinfest - Who you are" Size 1200pxx900px
- Content: Introducing the upcoming Vinfast event, with an invitation to experience the VF8
- CTA: Answer the question “Who you are”
- Pay for: CPM (Cost per Impressions)
Use the sophisticated forum to create an advertisement to introduce Vinfast's upcoming event, especially emphasizing the invitation to "Exquisite Community"
- Pay for: CPP (Cost per Post)
- Have 5,000 to 6,000 VF8 cars Sold
- Reach 1,000,000 Viewer & Have 50,000 attendee on event.
BUDGET
Table 7.1: Adverting on Campaign Budget
(Unit) Cost/ Unit Cost Elle man Use Combo by
Table 7.2: Print media on Campaign Budget
Grab Trợ giá 5% trên mỗi chuyến xe Dự kiến 2 tỷ 2 tỷ
Table 7.3: Public Relation on Campaign Budget
EVALUATION
A DVERTISING & P RINT M EDIA
Evaluation criteria: Impression, campaign length, duration unit and program rate; brand awareness and interest in Vinfast's VF8 products Cost per thousand, click cost, click rate, visitor rate
Monitor the attitude and reaction of the target audience to the idea of TVC advertising
Number of likes, interactions and shares; Mentions of the business on the Internet; Number of visits to the website; Reach
The reaction of customers and the public to the content on articles published on Vinfast websites, ELLE Man, Beautiful magazine channels, and car forums.
P UBLIC R ELATION
Evaluation criteria: Impression, campaign length, duration unit and program rate
Brand awareness and interest in Vinfast's VF8 products
The number of customers participating in the "Vinfast - Who You Are" event and the reviews on social networks based on: The number of likes, interactions and shares
After the campaign concludes, it is essential to analyze the revenue increase in relation to the costs incurred and compare these results to the same period in previous years This analysis will help determine the overall effectiveness of the campaign.