Client: Toyota Motor Vietnam
Product: Vios IMP 2020
Agency: AAA
Period: 01/2020-01/2021
Appearing in Vietnam in 2003, often topping the car sales charts, holding the record that hardly any car can do, Vios is the most important strategic product of Toyota Vietnam. Male.
Communication objectives
In January 2020, TMV upgraded and retrofitted the features of safety, comfort and entertainment for Vios to bring more choices to meet the increasing demands of customers. Taking this opportunity, TMV wants to consolidate its image and maintain the No. 1 position of Vios in the B-segment sedan segment.
Communication activities
For this communication campaign, AAA is responsible for developing a master plan and implementing within 1 year from 1 / 2020-1 / 2021. Specifically, including: content orientation for each month of PR, production orientation of car reviews, reportage on TV, deployment of writing and booking of PR articles, video production booking, reportage, booking KOLs, do media reports.
Communication campaign for Vios has 2 main stages: the launch of Vios 2020 version (January 2020) and maintenance period (February 2020 – January 2021).
The results of the implementation of
Phase 1 of the Vios media campaign have been completed, contributing to enhance the image of Vios in the hearts of Vietnamese consumers:
- PR articles: As of March 2020, there have been more than 50 PR articles, of which 13 paid media and 37 earned media, more than 70% of positive feedback. The booming stage uses a variety of leading news channels in Vietnam (Vnexpress, Zing, Youth, 24h, soha, Cafef …) with outstanding position and rich post format (visual, infographic) to make an impression. Statues of products with readers.
- In the maintenance phase, AAA uses two news channels with the top traffic in Vietnam: Vnexpress and 24h. PR articles are also about the customer experience and the photos in many rich locations so that readers have a sense of closeness and authenticity. In this period, AAA used the tactic of reposting the newspaper’s newspaper channel, sharing it on the fanpage of the newspapers to increase product awareness in the media.
- KOLs post: AAA booming stage used 2 KOLs with a large number of followers: Ha Duc Chinh Player and MC Tran Thanh. Each post has attracted more than 25,000 likes and lots of positive feedback.
- Video review and reportage: Vios is a car that is so familiar to every Vietnamese person, AAA needs to find a way to refresh the media products. Reportage on VTV1 was broadcast 2 days after Vios version 2020 was available in Vietnam to take advantage of the time. The video on Otosaigon channel has selected the interview format for customers to express their feelings and honest thoughts about the product. Thereby, the video has received very positive feedback from readers, attracting more than 100,000 views.
- The outstanding feature of the Vios media campaign is that it lasts for 1 year so, depending on the monthly car sales, AAA always has the flexibility to adjust the article orientation as well as produce videos to have New, attractive approach that enhances a positive voice for the product.
