THE GOOD CAR MARKET

TitleTHE GOOD CAR MARKET
BrandCHO TOT CO., LTD.
Product / ServiceCHO TOT XE
CategoryA03. Cars & Automotive Products & Services
EntrantTHE PURPOSE GROUP Ho Chi Minh City, VIETNAM
Idea Creation THE PURPOSE GROUP Ho Chi Minh City, VIETNAM
Media Placement THE PURPOSE GROUP Ho Chi Minh City, VIETNAM
PR THE PURPOSE GROUP Ho Chi Minh City, VIETNAM

Credits

Name Company Position
KIT ONG THE PURPOSE GROUP CHIEF CREATIVE OFFICER
DAO TRONG HAI THE PURPOSE GROUP COPYWRITER
HUYNH THANH THUY THE PURPOSE GROUP ART DIRECTOR
TRAN HIEP THE PURPOSE GROUP ART DIRECTOR
NGUYEN DUY ANH THE PURPOSE GROUP SENIOR DESIGNER
BUI NHAT ANH THE PURPOSE GROUP DESIGNER
LUONG VO THANH LUAN THE PURPOSE GROUP DESIGNER
NGUYEN TRI THONG THE PURPOSE GROUP HEAD OF INTERACTIVE
CHU THI THU HANG THE PURPOSE GROUP SENIOR CONTENT MANAGER
VU THI TUOI THE PURPOSE GROUP CONTENT MANAGER
NGUYEN MINH DUC THE PURPOSE GROUP CONTENT WRITER
TRAN NGOC TUYET THE PURPOSE GROUP CONTENT WRITER

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.

Execution

We kept the idea unique by launching just the one and only Good Car Market in Hanoi. The Hanoian visitors were not only able to check out the diversity of cars available but also participated in all kinds of in-store activities there. - The Good Car Market check-in: a must-have ritual for visitors to share on Facebook that you have set foot in a one-of-a-kind car market. - Treasure hunt: find the right car that is displayed in-store on xe.choto.com. - Car expert questionnaire: prove yourself a car expert by touring around The Good Car Market and referring to xe.chotot.com to answer our questions. For audience nationwide who could not come to the event, we had a team of KOLs to live-stream the in-store experience. The audience could “remote control” the KOLs by sending requests to them and watch them carry out requests right inside The Good Car Market.

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.

The Situation

We created a PR stunt to generate talk-of-town, and gave the public an event worth spreading the word on.

The Strategy

The Good Car Market needed to demonstrate the features and experience on xe.chotot.com. The ease of use (like the Vietnamese saying “as easy as going to the market”). Variety of cars available on the site. And the great deals one can find there. We localized the event but widened the buzz nationwide by focusing on only one event in Hanoi and live-streaming all the happenings on social.

Links
Social Media URL