Background: VinFast, a leading automobile brand under Vietnam’s largest private corporation, Vingroup, made a name for itself by becoming the top car seller in Vietnam within 21 months of launching. As part of its global expansion, the company transitioned to an all-electric vehicle lineup and entered the North American market with a groundbreaking experiential marketing event.
Objective: VinFast aimed to create a significant impact in the North American market by opening its first six showrooms in California on July 14th, 2022. The goal was to introduce the VinFast brand, generate excitement around its electric vehicles, and build momentum for future global expansion through a multi-location event.
Event Strategy: VinFast executed simultaneous grand opening events across six California cities: Santa Monica, San Diego, Corte Madera, Commerce, San Mateo, and Berkeley. These events were designed to introduce the VinFast electric vehicle lineup, led by the VF 8 model, and emphasize the brand’s “Future of Mobility” message.
The Santa Monica event was the focal point, featuring a high-energy press conference, a live band, and an interactive art display. This main event was live-streamed to the five other locations and globally, ensuring a cohesive brand experience across all locations.
Key Highlights:
Santa Monica Main Event:
Hosted in the high-traffic Center Court at Santa Monica Place, the event featured a keynote address from VinFast executives, the unveiling of the VF 8 model, and a live performance by K-Pop star Alexa.
The stage setup included a 24’ x 20’ stage, truss archways, LED lighting, and large-scale digital visuals, creating an immersive brand experience for attendees.
The event was designed for media engagement, with a 3-camera setup capturing key moments like the unveiling of the VF 8, a live speed-painting performance, and the simultaneous ribbon-cutting ceremony across all six locations.
Satellite Events:
Each of the five other California locations hosted similar grand openings, featuring live-streamed content from Santa Monica, interactive brand moments, and a focus on driving local consumer engagement.
The showrooms included digital content loops, branded displays, and signature Vietnamese-inspired catering, creating a consistent and culturally rich experience across all locations.
Experiential Touchpoints: VinFast focused on creating memorable touchpoints throughout the events:
Art and Performance Integration: A live speed painter created an upside-down portrait of the VF 8, which was revealed in a dramatic fashion. This performance tied into the brand’s message of innovation and creativity.
Immersive Media: The keynote address, along with product unveils and performances, were broadcast across digital channels, extending the event’s reach beyond physical attendees.
Cultural Connections: Guests were treated to Vietnamese coffee and cuisine, reinforcing VinFast’s connection to its heritage while introducing the brand to a new market.
Multi-Channel Marketing Support: The event was supported by a comprehensive marketing campaign that spanned multiple channels before, during, and after the launch:
Digital Audio Promotion: VinFast partnered with iHeart Media for audio promotions that ran leading up to and during the event to drive awareness and attendance.
Social Media Engagement: Real-time content was shared across social platforms, including live tweets, Instagram stories, and behind-the-scenes coverage. Post-event content continued the conversation with key visuals, customer testimonials, and product showcases.
Influencer and KOL (Key Opinion Leaders) Partnerships: Influencers and media personalities were integrated into the event, generating organic content and boosting brand visibility through their networks.
Results: VinFast’s multi-location launch event successfully positioned the brand in the North American market. The combination of high-profile performances, cutting-edge product reveals, and culturally rich experiences created a buzz that resonated with both local and global audiences. Media coverage, social media engagement, and consumer participation contributed to the overall success of the event, laying the foundation for VinFast’s expansion into the U.S. electric vehicle market.
Conclusion: VinFast’s North American launch exemplifies the power of experiential marketing, blending live performances, digital engagement, and localized experiences to create a cohesive brand presence across multiple locations. The simultaneous store openings, live-streamed content, and integration of cultural elements showcased the brand’s ambition and commitment to innovation, solidifying VinFast’s position in the global automotive landscape.
