The Campaign

We playfully categorized cars into supermarket items according to their type and use. There were 11 categories of over 2,000 items displayed. At The Good Car Market, we showed the diversity of cars available on Cho Tot Xe as well as the demonstration on the ease of shopping for cars through the use of mobile via QR codes on each and every item on the supermarket shelves. We led them to check out the 22,000 cars of different types and makes with varying prices on xe.chotot.com.

Creative Execution

The Good Car Market happened over three days at a mall in Hanoi but the preparation to execute 2,683 items took about a month and a half. The Good Car Market covered 42m2 of space at one of the biggest malls in Hanoi on 7th July, 2017 and the event ended on 9th July, 2017.

Results

The Good Car Market event netted 30,232,445 Facebook impressions, more than 10,000,000 Facebook reach, and 1,056,169 social interactions. And we had 300% more than the projected target of visitors.

We engaged with an audience in Hanoi, Vietnam, through an event to generate immediate traffic to its online platform.

For Hanoian men, buying a car is a painstaking process. They only trust people in their circle or recommended dealers. Buying a car has never been thought of as easy as going to the market “de nhu di cho” which is a Vietnamese saying that has the same meaning as “as easy as A, B, C”. Since the “Cho” in Cho Tot Xe means market, we wanted to show that it is indeed “de nhu di cho” or as easy as going to the market to shop for cars on the site. So we built The Good Car Market.