Launch a Vietnamese EV brand across four markets with one ambition but different cultural and purchasing realities.
VinFast needed to expand across Vietnam, Thailand, Indonesia and the Philippines while each market differed in EV maturity, automotive culture, media behaviour and brand trust. A single regional message could not generate the same response everywhere.
Keep one regional brand core while localising creators, formats and proof points for each market.
IMVN structured the work around a creator ecosystem: regional brand visibility, local influencers for familiarity, automotive experts for product interpretation and micro creators for community relevance.
- In Vietnam, local pride and brand ambassadors reinforced the home-market foundation.
- In Thailand, Bangkok Motor Show, Miss Thailand and product experience created attention and cultural fit.
- In Indonesia, content focused on EV practicality, community relevance and local creator trust.
- In the Philippines, nano and micro automotive creators reached enthusiast communities through accessible product content.
A regional rollout built through events, creator layers and a shared sustainable-mobility narrative.
The campaign combined market launches, motor shows, experience content, reviews, test drives, brand ambassadors and local creator networks. Each market used its own story while leading back to VinFast as an Asian EV brand with regional ambition.
- Coordinated content and creators across four countries.
- Matched messages to each market’s level of EV readiness.
- Combined celebrities, automotive reviewers, local influencers and community creators.
- Aligned visual identity, timing and proof points without copying one script across markets.
Regional launch visuals, Bangkok Motor Show content, creator assets and campaign reporting.
ImageVinFast Southeast Asia campaign report
ImageVinFast at Bangkok International Motor Show 2024
ImageVinFast Southeast Asia expansion
ImageSoutheast Asia electric vehicle market
ImageLuong Thuy Linh as VinFast brand ambassador
The campaign delivered regional visibility and strong brand recognition across Southeast Asia.
4Markets activated.
800+Partners and creators in the network.
4.8MInteractions recorded.
85%Brand recognition reported.
