WHO WE ARE OUR CORE VALUE

THE POWERFUL Luxurious Status

SPIRIT OF VIETNAM Positioned in premium segment, with the base
and engine by BMW, international design and
excellent service

As a Vietnam’s first car maker,

VinFast‘s vision is to create cars
with a strong Vietnamese
identity that would represent
the country - and be
competitive on the global
automotive stage.
THE Desired Outcome

CHALLENGE

CUSTOMER
MISPERCEIVE THE Brand Price Brand Price Brand Price
POSITION OF VINFAST Value Value Value

Time

Promotion & price-off activities

over-reduce VinFast value in
audience perception.

Business Objective Marketing Objective Communication Objective

Create New Customer Increase The Brand Value
Drive Sales & Build Brand Love In Customer Perception
TARGET AUDIENCE
Primary Target: (VinFast Car) Secondary Target: (VinFast Escooter)

Successor/ Successor Urban Teenager

Wannabe
● Urban-er, mostly married ● Urban-er,
man ● 10 - 16 years old
● 28 – 40 years old ● Son/daughter of
● Income from class A to primary target
above
● Success at their career or
career-driven mindset

The main product line focus in this is car category because it is more premium
and leading category in VinFast portfolio. Therefore, focus in car industry and
its TA can create “Halo effect” that leverage others subcategories
CATEGORY TRUTH
Cars express the owners’ social status and
personalities which could be compared as
accessories that people put on their appearances .

INSIGHT
In terms of purchase decision, they are biased on
the foreign brands, on the history of the brands

BRAND TRUTH

Choosing VinFast Is A Risky

VinFast represents Vietnam’s pride with leading
mindset. However, there are still doubts, lack of

Decision, Yet The Risk Worth

belief and comparison among audience towards
the brand as a newcomer

The Attention & Recognition

CUSTOMER TRUTH
VinFast targets premium segments where the TA
at upper class so their needs are esteem and
self actualisation due to Maslow’s Hierarchy of
needs, which we call in this case is the desire of
recognition by the public/mass
As a brand new car brand from Vietnam,
purchasing VinFast car is considered risky
to many. Yet, the risk-takers get their own
credits - attention & recognition for an
unsecured investment to become pioneers
STRATEGIC
APPROACH

MAKE THE RISK OF USING

A VINFAST VEHICLE WORTH

A FACT:
If there was two same segment cars on
the road, a VinFast & a foreign car, which
one will be looked first?
The VinFast One
While normal cars (in the premium
segment) are too common to
people, VinFast can easily trigger
other’s attention & curiosity about
the car itself and also the owners.
So, we want to make the risk of using a
vinfast vehicle worth, by attention &
recognition as a vietnam pioneer.
Driving VinFast, in our vision, become a
signature of vietnam pioneers - those who
dare to take the risk and choose a
different path.
Campaign Idea

THE REAL
ATTENTION

Key Message: VinFast owners get the attention due to their “real”
class which is not measured by physical values but by the will of
pioneers and bravery.
 CAMPAIGN HERO ASSET

V(INFAST) R(EAL) ATTENTION

VIRTUAL REALITY EXPERIENCE

To get the public attention & deliver our products values, VinFast
establishes unique VR booths for customers to feel “the real
attention" they will have simulated in virtual world and a driving
trial in a nick of time.

Another purpose of this execution is that VinFast wants to deliver

a world-class technology for customers' experience to promote
the pioneer spirit of both VinFast & Vinfast driver
 DEPLOYMENT
PLAN
REAL ATTENTION

Phase TRIGGER (1 month) ENGAGEMENT (2 months) AMPLIFICATION (3 months)

Raise awareness about the new Increase trust and engagement Customers remember the new
Objectives
campaign idea between brand and customers concept and increase brand love

Add on technology so that Has desire to drive VinFast to get

Desired Trigger people about the attention
customers has more trust in brand the real attention and start to feel
Response that VinFast really has on the street
value and experience the product the premium values

VINFAST REAL ATTENTION - VR

Key Assets TVC & Social Stunts Ad series, minigames
EXPERIENCE

Supporting PR Articles, Group Seedings, KOL

OOH, KOL shares, Digital ads Influencers, KOLs, Digital ads
Tactics participation, Digital ads
CAMPAIGN
BRIEF
Deliverables KPIs Budget

● Raise brand awareness

● A 6-month IMC campaign
● Creative concept for the
idea
● Key Assets: VR EXPERIENCE
booths, TVC, Key Visuals,
Minigames on Social
30% ● Trigger phase: 2.5 million
● 50,000 participants to VR USD
trial ● Engagement phase: 1.5
● Increase product trial by million USD
50% ● Amplification phase: 1
● Change brand perception in million USD
40% target customer

Tone Of Voice INNOVATIVE, PROUDLY, ENCOURAGING, ATTRACTIVE,

 Executive
INDEX Summary
Campaign Idea
THE REAL ATTENTION 01. Target Audience 02. Insight 03. Approach
Successor/ Successor Choosing VinFast Is A Make driving VinFast
Campaign Hero Asset Wannabe & Urban Risky Decision, Yet become a signature of
Teenager The Risk Worth The Vietnam pioneers - those
V(INFAST) R(EAL) ATTENTION Attention & who dare to take the risk
Recognition. and choose a different
Campaign Message: path

VinFast owners get the 04. Deliverables 05. KPIs

attention due to their
“real” class which is not
measured by physical
values but by the will of
pioneers and bravery
● A 6-month IMC campaign
● Creative concept for the idea
● Key Assets: VR EXPERIENCE
booths, TVC, Key Visuals,
Minigames on Social
• Raise brand awareness 30%
• 50,000 participants to VR trial
• Increase product trial by 50%
• Change brand perception in
40% target customer