Since the announcement of its all-electric strategy and full electric vehicle lineup at the LA Auto Show in 2021, our program objective was to build upon that success and introduce the VF6 and VF7 models in advance of opening global pre-orders. In a very tight window of time, we had to generate curiosity and a real emotional connection to the VinFast brand in a crowded, competitive global EV market, while also allowing customers to experience the tech features of the VF8 and VF9 models.
We designed and built a 120’L x 70’W booth, featuring two pre-production vehicle displays on circular platforms—complete with digital spec sheets—along with two production vehicle displays and four pre-production VinFast e-Bikes to build interest for future releases. The booth also featured two massive curved LED walls, 68’ x 18’ and 42’ x 18’, a concierge bar for invited guests, large profile graphics featuring the VinFast vehicle line-up, and freestanding graphic standees promoting our partnerships, activations, and VinAI technology. Additionally, the booth featured an immersive VinFast experience room, where innovative projection mapping technology encapsulated both the development of the VinFast model line over time and the beauty of Vietnam.
Multiple events were held at the booth, starting with a standing room-only press event on opening day. The booth hosted an iHeart Chill Session, through a partnership with Pranos, we promoted the in-vehicle gaming capabilities where customers could play their favorite video game on the VF7 windshield. Our activation did not end at the booth. We offered complimentary chauffeur service from the convention center to premium hotels. We integrated with iHeart Radio after parties to transport celebs and influencers. And we designed and executed a scenic ride and drive experience.
Our CES 2023 activation produced terrific results for VinFast and ASV. From the ride-and-drives to the chauffeured drives to the press event, these activations all exceeded expectations. Additionally, multiple international investors and potential partners reached out directly to express interest in dealership franchise opportunities. Across all activations, we generated thousands of unique leads.