Trang 5 3 Question 1: Using the theory of communication process to explain the below advertisements Second ad: https://youtu.be/PpZVVY70Bok Question 2: You are required to prepare an int
Explain the communication process
1 Sender: The sender/source of a communication is the person or organization that has information to share with another person or group of people The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a company’s advertisements) or a non personal entity (such as the corporation or organization itself)
2 Encoding: The communication process begins when the source selects words, symbols, pictures, and the like to represent the message that will be delivered to the receiver(s) This process (encoding process) involves putting thoughts, ideas, or information into a symbolic form The sender’s goal is to encode the message in such a way that it will be understood by the receiver This means using words, signs, or symbols that are familiar to the target audience Many symbols have uni - versal meaning, such as the familiar circle with a line through it to denote no parking, no smoking, and so forth
3 Message: The message may be verbal or nonverbal, oral or written, or symbolic
Messages must be put into a transmittable form that is appropriate for the channel of communication being used For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates
4 Communication Channel: The channel is the method by which the communication travels from the source or sender to the receiver At the broadest level, channels of communication are of two types, non personal and personal
Document continues below tài chính ngân hàng
TI Ể U LU Ậ N L Ị CH S Ử Đ Ả NG Đ Ề TÀI S Ự …
CÔNG TH Ứ C TÀI Chính TIỀN TỆ
Bo-de-thi-HSG- tieng-anh-7 -… tài chính ngân hàng 100% (1) 92
Marketing… tài chính ngân hàng 91% (11) 61
− Nonpersonal Channels: consist of two major types, print and broadcast Print media include newspapers, magazines, direct mail, and billboards; broadcast media include radio and television
− Personal Channels: involve direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media They often represent word-of- mouth (WOM) influence that involves informal communication among consumers about products and services and is a very powerful source of information
(The Internet has characteristics of both non personal as well as personal forms of communication.)
5 Receiver: The receiver is the person(s) with whom the sender shares thoughts or information Generally, receivers are the consumers in the target market or audience who read, hear, and/or see the marketer’s message and decode it
6 Decoding: Decoding is the process of transforming the sender’s message back into thought This process is heavily influenced by the receiver’s frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation
7 Feedback/Response: The receiver’s set of reactions after seeing, hearing, or reading the message is known as a response.Recipient's response may fluctuate from nonobservable actions to immediate action Feedback, which may take a variety of forms, closes the loop in the communications flow and lets the sender monitor how the intended message is being decoded and received
Noise: Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception This unplanned distortion or interference is known as noise For instance, errors or problems that occur in the encoding of the message, distortion in a radio or television signal, and distractions at the point of reception.
Illustration by a sales promotion activity
Sender
of "hot girl IELTS" Thao Tam the daughter, and the actor Huu Chau the father – – tài chính ngân hàng 100% (1)
TR Ắ C NGHI Ệ M TÀI Chính QU Ố C T Ế tài chính ngân hàng 100% (1)58
Attribute
− Actor Huu Chau is a Vietnamese comedian, film actor, television actor, theater actor and comedian He has been known through a number of classic works such as the role of Nguyen Trai in The Secret Garden of Le Chi, the role of Ferdinand in the plot and Love, the role of Binh in Don't Say Goodbye, the role of the old hermit in In the play "Heroic Life", Lu Quy in the famous play
"Loi Vu" With many events and sufferings from family tragedy, he has constantly honed and tried many things on the stage In 2012, for his contributions and achievements in the arts, Huu Chau was awarded the title of Distinguished Artist by the State of Vietnam
− Thao Tam – this girl born in 2000 is a Vietnamese actress, model, and speaker Not only famous for having a pretty face Thao Tam is also known for her excellent academic achievements She once caused a storm in the online community and was nicknamed "hot girl IELTS" besides Thao Tam is also better known for her role as Miss Hong in the movie Mat Biec
− Huu Chau is a veteran actor in the Vietnamese film industry, he is very successful in building very natural images, besides he is also known as an expert in emotional troubleshooting for women With his natural, deep acting along with the harmony between the message that Generali wants to bring and his style, the video is probably quite successful in attracting and capturing the audience's and customers' tears
− Thao Tam represents a dynamic, rebellious, young generation full of ambitions, dreams and their own paths With Thao Tam's acting ability and charisma, this role is quite successful in building the image of the child that the brand wants to target and the customers want to see
Similarity: Huu Chau's image and personality are comparable to what the brand seeks to achieve - love and understanding of people's psyche As for Thao Tam, her rebellions and individual actions have contributed to the image of a flawless, patient parent, the attitude of a father that most young people today desire for
Familiarity: Huu Chau is renowned as an endearing actor with a filial and affectionate private life He is also regarded for being a specialist in emotional debugging for women
Likability: Huu Chau is regarded as an acting master with different transformations for a wide range of parts, not only for possessing the attributes of his family but also for being conscious of and cultivating his innate skill The spirit is constantly open to new experiences, people, and places Huu Chau is a very amusing, caring person who is always contributing wonderful things to the theater by mentoring, educating, and introducing parts to generations of junior performers
Perceived concern: Bằng cách truyền tải thông điệp thông qua câu chuyện thành công của những bạn trẻ sống hết mình với ước mơ, đam mê của mình thông qua khẩu hiệu “Sống Như Ý”, Generali đã tạo ra một cái nhìn tích cực hơn để khuyến khích khách hàng mua dịch vụ của mình
Generali has produced a more optimistic approach to attract clients to acquire your services by communicating the message via the success stories of young people who pursue their ambitions and passions through the phrase “Sống Như Ý”.
Encoding
Verbal: The song is as well as a dialogue between father and son to convey the message of “Sống Như Ý”
Graphic: The way the Generali brand's message and image are embedded into the "Sống Như Ý universe" is fairly natural, yet smartly "matching" with the video material The brand's message and image are integrated very effectively in the drawing of the "winged lion" with a score of 0, similar to the tale of the older generation (here is a teacher) forcing outdated prejudices on young people with the recognition that "a lion without wings" And Generali's image is one of erasing all preconceptions, regulations, and boundaries, and allowing individuals to always
Picture 2 The image of a lion with wings has a score of 0
The symbol of a winged lion with a score of 0 conveys the message: old generation biases are always forced on the current generation
Picture 3 Generali - Lion with wings
The Generali brand has perfected the "Sống Như Ý universe", with the buzz growing with each episode, by making a powerful impression on viewers with a compelling tale and a smartly embedded message with high art
The white chrysanthemum curtain at the end of the film represents filial piety, as if it were conveying a message to the children to send a lovely wish to their father on "Father's Day", who always tries to ensure that his children "Sống Như Ý":
"Support whatever your child do or get your child a life insurance policy"
Musical: Huu Chau and Thao Tam's voices Bella Ciao remains the major theme of "Sống Như Ý" The song Bella Ciao began gently, became louder in the scene where lovely memories flooded back, then sublimated in the part where each individual was content with their own happiness The song Bella Ciao runs throughout the three episodes as a "identification set" for viewers about the “Sống Như Ý” universe no matter how many episodes afterwards The song "For you" is in the midst of the video, which Generali seamlessly transitions from the daughter's point of view to the father's point of view => Show that the father always wants to be the wings to defend the kid, allowing the child to live Fly high and far as Generali intends them to be like a pair of wings, a shield to guard each person's life so that they may feel safe “Sống Như Ý”.
Key message
"Support whatever your child do or get your child a life insurance policy"
Emotional appeal: Father, however dry, silent, and severe Although you are not the same as I previously wanted, I still want to be a good parent, a shield to protect you from all the storms of life, and for you to be yourself The message for the children to send a wonderful wish to their father on "Father's Day", who constantly tries for his children to "live as they desire", in whatever form, "support whatever your child do or get your child a life insurance policy".
Communication Channel: Nonpersonal Channel
Media: To acquire a big audience and diversify client groups, use social networking sites such as Youtube, Facebook, Instagram, TikTok, and others to publish advertising to audiences.
Receiver
− Demographic: The audience that “Sống Như Ý” target this period is separated into two groups: the young generation, the children who are commonly referred to as "Gen Z" around adolescence, and the parents, who are around middle age; from 15 to 50 years old
− Behavior: Looking for products to take care of and protect the health of yourself and your family.
Response
The message leaves a deep impression on customers' concern and empathy for the right to be happy and to be free to live their lives to the fullest compared to the old frameworks and prejudices of the old generation.
I INTRODUCTION
Car market overview
1.1.1 Overview of the car market in Vietnam
According to the Vietnam Automobile Manufacturers Association's sales report, total market sales reached 132,800 units in the first four months of 2022, increasing 31% over the same time in 2021 Meanwhile, domestically produced and assembled vehicles sold 79,442 units, a 38% increase Imported automobiles grew by 22% over the previous year, with 53,423 units supplied to the market
According to the Vietnam Automobile Manufacturers Association's sales report, total market sales reached 132,800 units in the first four months of 2022, increasing 31% over the same time in 2021 Meanwhile, locally produced and assembled vehicles sold 79,442 units, a 38% increase Imported automobiles grew by 22% over the previous year, with 53,423 units supplied to the market
Except for the Toyota Corolla Cross and Mitsubishi Xpander, the market- leading list of automobile sales in April saw the entrance of eight locally built car manufacturers With 3,013 units sold, Honda City has surpassed the total market sales for the first time in 2022 Vinfast Fadil fell to the eighth position after a month of ruling the market with only 1,654 units sold (a 35.5% reduction)
Following the implementation of Covid-19, Vietnam's automobile market has seen some improvements, thanks to Decree 103/ND-CP, which reduced the registration tax by 50% for locally built and assembled vehicles This Decree has influenced increasing customer demand and encouraged vehicle manufacturing and assembly businesses in Vietnam
1.1.2 Consumption trends of the car market of Vietnamese consumers
Experts believe that the auto market in the second half of 2022 will have unpredictable developments, especially when the shortage of supply in imported cars begins to be resolved
According to Bloomberg, the global automotive chip crisis that has lasted for the past two years is showing signs of cooling down A survey of some famous European car manufacturers such as Mercedes Benz, BMW, Daimler Truck, Bloomberg said that the shortage of goods and serious shortage of supply due to the crisis of automobile chip production has subsided In extreme cases, the shortage of goods will be solved, which will promote the development of the whole market But not so good prospects for both international and domestic markets are still forecast, despite the slight growth shown
The US-based news agency warned: "Currently, thanks to improved chip supply, auto manufacturers are rushing to clear their backlog of orders The current preoccupation is with what consumer demand will be amid rapid inflation and higher interest rates”
Agreeing with Bloomberg's view, automotive market analyst Nguyen Ngoc Duong said: "In the context of the Russia-Ukraine war still tense, the supply chain is broken, leading to an increase in raw material prices and inflation When inflation increases, consumers will be very careful in spending a large amount of money on liabilities such as cars”
Mr Duong believes that because Decree 103 officially expires on May 31, automobile costs in Vietnam would be tough to lower further High gasoline prices are another aspect influencing the market As a result, Mr Duong believes that the Vietnamese car market will remain relatively stable in the second half of 2022, albeit
"cooling down" from the start of the year
Experts believe that the market potential for electric vehicles exists, but that it will be tough for this segment to climb to dominate the market
Elon Musk's move demonstrates two points First, the world's richest billionaire warns of an impending worldwide economic collapse Second, Tesla's employment reduction will have an immediate impact on the company's operations and output This will also have an impact on the electric vehicle market.
Company overview
VinFast (or VinFast LLC; abbreviated as VF), full name VinFast
Manufacturing and Trading Company Limited, is a Vietnamese manufacturer of automobiles and electric motorcycles established in 2017, with headquarters is located in Hai Phong city, led by Mr James Benjamin DeLuca and Le Thanh Hai as CEO This company is a member of Vingroup, founded by Mr Pham Nhat Vuong The company's name is abbreviated from the phrase "Việt Nam – Phong cách An – toàn – Sáng tạo – Tiên Phong" (the letter Ph changed to F)
VINFAST represents a desire to establish a modern, high-tech brand in Vietnam As automobile and motorcycle production is in itself an important and impactful industry, Vingroup also hopes to promote the development of the industrial and manufacturing sector in Vietnam, contributing to the industrialization and modernization of the country
To become the leading car manufacturer in Southeast Asia - bringing together the best of the world's industry to create products worthy of international standards Mission Mark the Vietnamese identity on the map of the global car manufacturing industry
− Vingroup puts the “TÍN” on the top, takes the “TÍN” as a competitive weapon and protects the “TÍN” as defending its own honor
− Vingroup puts the word “TÂM” as one of the important foundations of its business We uphold the law and maintain professional and social ethics to the highest standards
− Vingroup considers creativity to be vitality, a development lever, to create different values and unique identities in each product and service package In addition, Vingroup upholds the policy of a "learning enterprise", not afraid to leave a towel to learn, self-study and "go beyond yourself"
− Vingroup takes "Speed, efficiency in every action" as its guiding principle and takes "Fast decision - Fast investment - Fast deployment - Fast sales - Quick change and adaptation " as its identity value
− Vingroup's goals are: Gathering elite people to create elite products and services; all members enjoy elite life and contribute to building an elite society
− Vingroup builds relationships with customers, partners, colleagues, investors and society with goodwill, compassion, and humanity Vingroup always respects employees as the most valuable asset; building a professional, dynamic, creative and humane working environment; practice preeminent welfare policies, create favorable conditions for high income and equal development opportunities for all employees
Vinfast's mission is to commit to providing top quality and prestigious automotive products and services with its own dedication, professionalism and high responsibility to customers - “Vì một cuộc sống tốt đẹp hơn cho mọi người”.
Objectives
Business objectives: Number Of cars sold from Oct 2022 to March 2023: 10.000 Marketing objective:
+ 10% increase in market share in Vietnam's electric vehicle market
+ Increase customer awareness of the brand by 15%
+ Attract and increase the number of loyal customers by over 7%
+ Allocate the right stages to achieve the business goal: 10,000 products
+ Raise the love for electric cars in general as well as Vinfast electric cars in particular in the Vietnamese market
+ 400.000 target audiences know about the communication campaign
+ 90% target audiences understand the message and remember the campaign
+ 70% of target audiences research product information
+ 40% target audiences switch know to like and remember the Vinfast VF8 + 30% of target audiences prefer the Vinfast VF8 to another of competitor + 15% of target audience intend to buy the Vinfast VF8
+ Vinfast become the top-of-mind electric car in 20% target audiences
+ 3% of target audiences (~10.000 users) decide to buy the product
Target audience III PROGRAM
Geography City Urban (Ho Chi Minh City and Ha Noi)
Lifestyle Busy, focused on career development, tend to expand relationships socially
Busy, focused on work, tends to prioritize family and self-care
Personality Self-control,stable,empowered, independent
Generously spending money when shopping
Love to experience new things
Sensitive and easily receptive to new expericences and technology
Have a strong desire to express oneself and be admired by everyone
Sustainable, steady, and self-sufficient
Always be cautious while making plans; appreciate simplicity in life; and pay attention to the future's sustainable growth
Pay attention to environmental issues
Pursuing a sustainable future, caring about the environment
Barriers Image of brand: Vinfast is still a new indigenous brand in the
Vietnamese market, and it has yet to attain the status of the "big guys" with long-standing brands in the global automobile business
High price: With the price of 1.3 billion VND, the high price is also a big barrier for VF8 to reach this segment
More option: Can select different brands with lower pricing and more brand recognition
Image of brand: This segment is loyal to iconic and long-standing brands in the car market Therefore, a fledgling brand like Vinfast has difficulty approaching this segment
New product: Electric vehicle products are quite new in the mind of this segment They are concerned about the difference in operation, the difficult to find fuel charging station, the difficult warranty and other risks of using a product line they have never experienced
Lack of information/communication: The concept of electric cars is quite new for this age group
Due to the nature of work and busy life, it is difficult to grasp information quickly
Want to experience new technology products, express yourself as a pioneer and modern
Interested in living green, protecting the environment
Want to support the brand, the national auto industry
Doubts about the quality, features, and operation of cars
Confused about the price and value received when buying the product
Excited, curious about new products
Proud and want to support the country's auto industry
Afraid to change the habit of using petrol cars to electric cars
Concerned about the difference in operation, difficult to find fuel charging station, difficult warranty and other risks when using a product line they have never experienced
Occasion When: go to school, go to work, transportation
When: go to work, transportation
How: Satisfying needs of Maslow’s hierarchy:
Safety needs: property and personal security
Esteem: respect and status in public
- Smart features like Vinfast virtual assistant
- Integrating utilities in VinGroup's ecosystem
Media Regular access to social networking sites such as Facebook, Instagram,
Youtube, Blog about cars: Review of cars, HAI cars, 2-way roads,
Using smartphone when they have free-time (medium frequency) Social Media: Facebook, Zalo
Newspaper: VNExpress, Zingnews, Tuoitre online
Magazine: Xe360, Tạp chí 4 bánh, Autonet,
Purchase Pay for products they find interesting and beneficial to them
Prioritize reputable brands in the market
Often compare with alternatives before making a purchase decision
Celebrities, KOL, Influencer… Family, Friends, Experts
Creative strategy
Big Idea: Dòng máu lạc hồng, tiên phong dẫn bước (Lac Hong lineage, pioneering in the lead)
- We are living in a new era, an era in which science and technology is developing rapidly Seizing the times as well as great opportunities to make a breakthrough, Vietnam - a developing country, is proud of its efforts to rise up and breakthroughs in technology
- In addition to the basic needs of clothing, life, and increasing income of Vietnamese people, the demand for civilization, expressing their differences, and experiencing new and unique things has become more important also getting bigger
- For thousands of generations, Vietnam has been a country rich in national pride, Vietnamese people always want to affirm the uniqueness of the country, even though they always learn the good and civilized things of the world, but they don't know what to do to dissolve its own identity This is a way to enrich the spiritual life of the vast majority of Vietnamese people
They hope to find special things from the product, the breakthrough, the modern, so that they can become the pioneer, the leader The products they choose must have their personal imprint and national pride They will not let themselves be influenced by the majority, trusting their own choices What they really care about is the improvement and sustainable development of the future
=> Insight: I want to present myself as a pioneer through products bearing my personal imprint and national pride Along with that, I tend to experience modern products, contributing to the sustainable development of the future But at the same time I also have the fear that there are risks of being the first to experience new things
Key message: The difference makes the mark, the difference makes the miracle As a pioneering brand in the Vietnamese auto industry, Vinfast honors the national spirit and shows your leadership class Vinfast sends everyone the message: “Đậm tinh thần Việt tiên phong dẫn đầu- ” (“Vietnamese spirit - Pioneering in the lead”)
Tagline: #VF8 #Vinfast #DamtinhthanViet #Tienphongdandau
Media strategy
Plan Stage 1 - Cognitive Stage 2 - Affective Stage 3 -
Behavioral Awareness Knowledge Liking Preference Conviction Purchase
Goals Increase reach and brand awareness of Vinfast and
Create liking and preference in customers mind about the Vinfast VF8
Customers decide to purchase the product
Objectives 400.000 target audiences know about the communicatio n campaign
90% target audiences understand the message and remember the campaign
70% of target audiences research product information
40% target audience s switch know to like and remembe r the Vinfast VF8
30% of target audiences prefer the Vinfast VF8 to another of competitor
15% of target audience intend to buy the Vinfast VF8
Vinfast become the top-of-mind electric car in 20% target audiences
3% of target audiences (~10.000 users) decide to buy the product
“Đậm tinh thần Việt Tiên phong dẫn đầu”-
“Vietnamese spirit Pioneering in the lead”-
Strategy Conduct viral activities to increase awareness about the
Approach customers with persuasion and emotion and create opportunities for customers to have the closest promote customers' purchasing
Vinfast VF8 electronic car contact with the product decisions, have after-sales activities and strengthen customer trust
Tactic Book KOLs, Influencers review
VF8 products on social media:
Book online newspapers and magazines about VF8 product information
Running ads on Youtube and
Placing pano on buldings in
Organize an event "Experience electric car with experts"
Release voucher for pre-order
Book online newspaper to post information about the event
Running ads on Youtube and Facebook
Ra mắt các ưu đãi kèm theo khi mua xe
Running ads on Youtube and Facebook
Vehicle Internet marketing - Social media: (Tiktok, Youtube,
Sale Promotion - Sweepstakes, event marketing, voucher
Detail action plan
- Viral Clip: book KOLs, Influencers review VF8 on social media platform:
Platform KOLs/Influencers Review contents
Tiktok Babykopo Home The outstanding and special features of the VF8 affect your life Affirm your own substance when driving the VF8 Mention about the program "Experience electric vehicles with experts" at the end of the video clips
Duong 2 Chieu VF8 specs and highlights, driving experience and price
Mention about the program "Experience electric vehicles with experts" at the end of the video clips
Youtube Xe Hay VF8 specs and highlights, driving experience and price
Mention about the program "Experience electric vehicles with experts" at the end of the video clips
Gia Dinh Cam Cam The outstanding and special features of the VF8 affect your life Affirm your own substance when driving the VF8 Mention about the program "Experience electric vehicles with experts" at the end of the video clips
− Book online newspapers megazine to upload about VF8’s features
● Khoa hoc va Cong nghe Viet Nam
● O to - Xe may Viet Nam
+ Form of Ads (Timing: 15s): Unskippable Ads, True View Ads
+ Searching keyword: Vinfast, Vinfast VF8, electric car, car, electric
+ Idea of Youtube ads: A man makes his trip across Vietnam with the VF8 electric car The ad will show the shape and special features of the VF8 In the advertisement, the natural scenes and landscapes of Vietnam during that trip through Vietnam are integrated such as: Sword Lake, Hue Ancient Capital,
Hoi An Ancient Town, Nha Trang Beach, Notre Dame Cathedral, post office of Ho Chi Minh City,
Table 7 Script of Youtube ads stage 1 –
Scene 1 The man got on the vf8 car to start the journey across Vietnam (incorporating the natural beauty of Vietnam)
Scene 2 On the freeway, he pressed the accelerator to speed up ĐỘNG CƠ ĐIỆN MẠNH MẼ, THÂN THIỆN VỚI MÔI TRƯỜNG
Scene 3 In the cab, he checks the tire pressure monitoring system,
TIÊU CHUẨN AN TOÀN CAO NHẤT
Scene 4 At noon, when the temperature is high, he interacts with virtual assistant VIVI: "Hey VinFast lower the temperature of the air conditioner." Virtual assistant ViVi replied: “The temperature of the air conditioner has been reduced to 2 degrees
DỊCH VỤ THÔNG MINH (SMART SERVICE)
Scene 5 He is comfortable with advanced electronic steering assist systems
HỆ THỐNG HỖ TRỢ LÁI NÂNG CAO ADAS
(ADAS: ADVANCED DRIVER ASSIST SYSTEM)
Scene 6 The system displays the battery at 10% and displays the distance traveled as 409 km (ẳ journey)
Virtual assistant ViVi reminds him that the battery is currently very low, needs to be charged immediately and suggests the nearest charging station
PHẠM VI HOẠT ĐỘNG VƯỢT TRỘI
Scene 7 He drives to the nearest charging station, sits in the car, enjoys a snack (Banh mi, Vietnamese coffee), watches an episode of
HOẠT ĐỘNG BỀN BỈ (SUSTAINABLE OPERATION) his favorite TV series Just finished the episode, the virtual assistant ViVi announced that the car was fully charged, ready to continue the journey
Scene 8 The image of the car slowly rolling to the destination is LandMark 81 ĐẬM TINH THẦN VIỆT - TIÊN PHONG DẪN ĐẦU (VIETNAMESE SPIRIT, PIONEERING IN THE LEAD.)
+ Form of ads: Reach Ads Reach ads help the message of Vinfast VF8 campaign reach more Facebook users
+ Run ads for the VF8 introduction posts of Vinfast fanpage and the 15s video ads described above
- Organize a contest "Experience VF8 with experts"
● Vincom Mega Mall Royal City
● Vincom Center Nguyễn Chí Thanh
● TTTM Vincom Plaza Quang Trung
- At the Book KOLs strategy, Influencers review VF8 products on social media:
Tiktok, Youtube, FB, and Book online newspapers and magazines with information about VF8 products The program "Experience electric vehicles with experts" will be mentioned at the end of the post
- When arriving at the event venue, customers register at the counter and take a photo to check in
- Customers are allowed free shuttle to the place they want from Vincom - where the event takes place, provided that the travel distance is only 15km/way with VinFast's expert team During the 10km journey, passengers will experience a luxurious and modern interior space, get acquainted with Vinfast virtual assistant, explore the smart utilities and services of VinFast VF8, enjoy electric cars of the Vietnamese
Customers are only allowed to drive when they have signed a health commitment and have a B2 license or higher
For each test drive of the VF8 electric car, customers will be given a gift after recording their impressions on the journey notebook
At the end of the event, customers were given a thank you letter as well as a souvenir from Vinfast (handbook) Customers when checking in dial, after test drive, the organizers will announce the lucky numbers Customers have the opportunity to receive prizes:
Along with hundreds of attractive gifts from Vinfast such as umbrellas, notebooks, shirts, pens, thermos bottles, neck pillows
KOLs, Influencers at Book KOLs strategy, Influencers reviewing VF8 products on social media: Tiktok, Youtube, FB, are also invited to check in and participate in the event Photos will be posted on Vinfast's facebook page
During the test drive event, the earliest pre-order customers will receive a 20 million VND discount voucher
- 68 Nguyen Van Troi street, Phu Nhuan District, Ho Chi Minh city
- 307 Ton Duc Thang street, Dong Da district, Ha Noi city
+ Form of ads: Engagement Ads, Video View Ads (video 5s), Bumper
+ Run Engagement Ads with announcements and introductions about Vinfast VF8's test drive event posts
Run Video View Ads with the video about the 20.000.000VND voucher for the earliest pre-order customers during the test drive event
Run bumper ads with video 5s shortened from 15s video in stage 1 to remind of the brand with target audiences
This is the time when vehicle firms have a strategy of lowering prices, preparing to expand incentives to drive demand for usage, and buying cars to sustain and stabilize income, so this is also the time when consumers with VF8 potential begin to make car purchasing decisions Recognizing this, Vinfast has organized activities to express thanks to customers who purchase VF8 vehicles, ensuring that consumers have the greatest experience possible Each VF8 vehicle sold receives a car wash and is checked, repaired, and refreshed at Vinfast auto maintenance locations around the country within a year((each customer only have one use) Furthermore, the owner of the Vinfast VF8 receives a Vincom purchase coupon or a Vinpearl voucher worth VND 3,000,000
Vinfast has also released VF8 auto purchase certificates worth VND 20,000,000
+ Form of ads: Message Ads, Conversion Ads
+ Run Conversion Ads to increase the conversion rate of bussiness Run Message Ads to connect and converse with target audiences
+ Run SEM in the position top 4 top and top 3 bottom of webpage for VF8 price and vouchers posted on Vinfast's website
Timeline and budget
Table Timeline Internet Marketing Stage 1 –
Activity October 2022 November 2022 KPI PICs Supervisor Note
Table Timeline PR Online Newspaper Stage 1 –
Activity October 2022 November 2022 KPI PICs Supervis or Note W1 W2 W3 W4 W1 W2 W3 W4
150.000.000 VND 50.000 number of click, 10 million number of clicking throught rate
Table Timeline PR Magazine – Stage 1
Activity October 2022 November 2022 KPI PICs Supervisor Note
Viral Clip - Youtube, Tik Tok
Table Timeline Viral Clip - Youtube, Tik Tok – Stage 1
Activity October 2022 November 2022 KPI PICs Supervis or Note W1 W2 W3 W4 W1 W2 W3 W4
Table Timeline Sale Promotion Voucher – – Stage 1
Activity December 2022 PICs Supervisor Note
Table Timeline Internet Marketing: Facebook – Stage 1
Activity December 2022 January 2022 KPI PICs Supervis or Note
Table Timeline Internet Marketing: Facebook – Stage 1
Activity December 2022 January 2022 KPI PICs Supervisor Note
Internet Marketing: Facebook and Google
Table Timeline Internet Marketing: Facebook and Google – Stage 1
Activity February 2022 March 2022 KPI PICs Supervis or Note W1 W2 W3 W4 W1 W2 W3 W4
Table Timeline Internet Marketing: Facebook and Google – Stage 1
Activity February 2022 March 2022 KPI PICs Supervisor Note
Measure and control
Table PR- Online Newspaper Phase 1 –
The number of clicking throught rate
Magazine The number of reader
4.1.1.3 Viral Clip - Youtube, Tik Tok
Viral Clip The number of view
Internet The number of view
4.1.3.1 Internet Marketing - Facebook and Google
Internet The number of click
The number of clicking through rate
PR- Online Newspaper Low interaction Reconsider how to post the online newspapers
PR- Magazine Reconsider how magazines are distributed
Expanding the scope of the advetising audience
Responding with positive words to quell public opinion
Low number of people using Voucher
Redesigning media content, Extra cost of running ads on Facebook, Youtube, Tik Tok
OOH Difficult to reach potential customers
Can promote activities to the places where potential
Short contact time customers visit
Responding with positive words to quell public opinion
Sales Promotion No longer creating enough attraction for consumers
It is possible to give additional value of vouchers and gifts related to the ecosystem in Vingroup
High competitive rate with used gasoline engine vehicles
Responding with positive words to quell public opinion
Website ranking outside the top 10 search results
Re-optimizing website and content
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