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By Aurora Creative Consultancy
TRENDS 2021 - 2022
Updated: 18.09.2021
INTRODUCTION
September 2021, with the rise of the Delta variant, the Covid-19
pandemic still acts as a major setback for the Automotive industry.
The continuation of the Pandemic has hurted Automotive brands
severely as customers cannot freedomly use their vehicles and
themselves are facing limitations in offline promotional programmes
(Events, Trial Drive activities...)
So how have Automotive brands from around the world and in Vietnam
reacted?
Join Aurora Vietnam in recapping mouth-watering approaches from the
industry’ best practices and learn essential key takeaways for the
upcoming 2021-2022 Automotive Marketing Trends.
REPORT BY
[E]: hello@auroravietnam.co
CUSTOMER’S TREND SALES TECHNOLOGY’S TREND
1 2
EVENT’S TREND POST COVID-19 CONTENT’S TREND
Explore xR (Extended Reality) and how it is
being implemented around the world
Explore how Automotive brands are using Covid-
19 related content to enhance their Marketing
Find out the new customer target of
Automotive brands and how they are
adapting their Marketing materials
to attract these new customers
Find out ways to implement virtual experience
which supports customers in interacting
with the product
[E]: hello@auroravietnam.co
REPORT BY
3 4
A. CUSTOMER’S
TREND
A1. Gen Z – The new target audience of Automotive brands
A2. Exploring new Digital efforts to approach Gen Z
A3. Updating Marketing materials to attract Gen Z
A4. Gamification of the Automotive Brand‘s Experience
REPORT BY
[E]: hello@auroravietnam.co
of all consumers today are Gen Z
By 2030, they will be the world’s leader in spending power
Gen Z uses Social Media to look up for Brands’ Information
Gen Z are attracted by Brands that are Contemporary and Lively
0%
10%
20%
30%
40%
50%
60%
70%
80%
Sử dụng 3 Apps Sử dụng >4 Apps
Gen X Millenials Gen Z
40%
53%
53%
62%
the Automotive industry
*Mckinsey, Decision Lab, Merkle [E]: hello@auroravietnam.co
6
DIVERSIFYING
DIGITAL
CHANNELS
TREND 1
to approach
Gen Z
To create high quality interaction and joy for customers whilst
giving out new technical information of the flagship QX60, Infiniti
setup 100 questions related to the specification of the vehicle for
customers to choose and ask. They will then be answered by
personalized messages from popular Influencer – Infiniti’s Brand
Ambassadors.
Q&A with Influencers vía
Cameo platform (Link)
After the success in attracting young consumers via the Corolla
Cross, Toyota Vietnam continues to enhance its interaction with
consumers via its Instagram page, first launched in July 2021.
Launching an official Instagram account
for the Vietnam market (Link)
Taking advantage of the Video Streaming boom, Mercedes join
forces with Amazon Prime to rewrite “Cinderella” – using the G-
class and S-class as the alternative transportation medium for the
characters instead of the legendary horse figures.
Re-writing Cinderella through
Video Streaming (Link)
[E]: hello@auroravietnam.co
7
ADDING SOME
YOUTH VIBE
Trend 2
to attract
Gen Z
Wanting to promote the personality and agility of their all-new
Ecosport, Ford Vietnam launched the “Contemporary Angle”
campaign with the combination of art dancing and the treding
Hip Hop culture in Vietnam.
Combining street life with
contemporary art (Link)
To re-positioned the i10 away from the term “just an Uber car”, TC Motor
uses Hip Hop and young actors with the slogan “Activate a new I” with
the aim to define the i10 as a contemporary vehicle with a bang.
Using Hip Hop to
re-positioned the i10 (Link)
With the understanding that music is a partner in every road trip,
Lexus has created various Spotify Playlists with songs that are
picked based on the personality of their products. These playlists
can be downloaded via the car’s infotainment system, making trips
more enjoyable and exciting.
Adding music to make trips
more memorable (Link)
[E]: hello@auroravietnam.co
8
Gamifying the
Brand
Experience
Trend 3
to attact
Gen Z
A special IS 2021 version, with an interior and exterior designed
specifically for Gamers, was released in February 2021. The car is
the result of feedback from 554,000 Gamers worldwide and is part
of the “All in” campaign to reach young customers from Lexus.
Launch the special edition vehicle
for Gamers (Link)
With the goal of establishing and strengthening its Brand image in
the eyes of young audiences, Hyundai has collaborated with the
Roblox game to help Gamers interact with their state-of-the-art
electric concept vehicles and future solutions.
Build an entire Metaverse
to engage with young audiences (Link)
All Tesla products can be used by Gamers in the PlayerUnknown's Battlegrounds
franchise as items. In addition, Tesla's Gigafactory is also integrated into a
separate map for players to explore in the world's most popular Online game.
Integration of all products
within PUBG (Link)
[E]: hello@auroravietnam.co
CASE STUDY – approaching young consumers via Gaming
Situation
In November 2020, with the launch of the 11th
generation Civic, Honda USA wants to promote
the car to a new set of customers. These are
young customers who will soon be looking to buy
their first car.
“Games and music are how we reach them. We
needed to create a common ground to start a
conversation with them, and from there, talk
about what we could offer,” said Phil Hruska,
Chief Communications Officer, Honda USA.
HONDA CIVIC 11TH
Approach
Honda chose to conduct the Event entirely on Twitch -
a Video/Game Streaming destination of 17.5 million
young people in the US. A challenge for the
implementation team was to make the Brand
presence natural and deliver valuable content to
Gamers. To achieve that, Honda combined a live
performance by Grammy-winning singer Cordae and
hosted an Esport tournament between the world's
most famous Gamers and selected amateur players.
Implementation
With this campaign, Honda marked the
usage of Gaming to reach customers for
the first time since 2001. After the Civic
launch campaign, Honda has also
continuously penetrated into the
Gaming community through activities
such as cooperation with Team Liquid
(a famous Gaming club), a sponsor for
the North American Esport League of
Legend and starting to work
communication on other Gaming
comment channels on the Reddit
platform and Twitter.
Result
LINK
TO APPROACH GEN Z
PROPOSED SOLUTIONS FOR AUTOMOTIVE BRANDS
Currently, there is no brand in the Vietnam market which is
doing promotional activities on Tiktok. Moreover, Instagram content
and page management are currently lacking frequency
among all brands.
These are the top channels to reach
young people has a lot of potential and is being used by Brands
such as Mercedes, BMW, Honda, Chevrolet ... deployed through
the global channel.
Interaction initiatives with Gaming Influencer, organize a car design contest
Game style,... can be deployed to products with a youthful trend
(class A, B, C cars).. In addition, Brand can integrate some of its
flagship product lines into Famous games and contexts using Cars
such as Freefire, PUBG in order to attract an increasingly large number
of Gamers with high income in Vietnam.
Video Streaming platforms like Netflix receive strong penetration
rate in Vietnam during the pandemic period. And these services
have become the go-to applications of many young people.
Integrated Car products into Movies/Series will support character
visualization for the products, thereby increasing positive feelings and
closeness for Brand in the eyes of the audience.
Be more active on TikTok
and Instagram
Interact more with the Gaming
Community
Product Placement via
Video Streaming platforms
• 299$
[E]: hello@auroravietnam.co
B. SALES
TECHNOLOGY’S TREND
B1. Pushing for more for interactive features to support customers in exploring car product at home
REPORT BY
[E]: hello@auroravietnam.co
12
ENHANCING
INTERACTIVE
FEATURES
Trend 1
to support
product exploration
at home
e
BMW Virtual Viewer, deployed on BMW’s own Landing Page
allowing users to see the car show up at home without the need of
downloading an application. The Landing Page also supports
customization with Options to personalize the vehicle and interact
with the interior of the vehicle.
Real life Car personalization via
Landing Page (Link)
Lamborghini partnered with Apple to help millions of fans around
the world have the ability to admire the interior and exterior of the
super Huracan at 1:1 size right at their home or garage.
Make a supercar appear right in
your living room (Link)
Lexus' AR Play application simulates the shape of the IS 2021 in
real time and helps customers preview the interior and exterior
options available on the vehicle. In addition, customers can use
the IS 2021 in a racing game integrated in the App and share
interactive images with the car on Social Media.
Exploring product features and
share it online via App (Link)
[E]: hello@auroravietnam.co
CASE STUDY – The First Step towards At-home Car Experience
VOLKSWAGEN ID.4
According to Mr. David Galbraith, Marketing Director
of Volkswagen USA, ID.4’s Landing Page approach
has received many positive feedbacks from
customers. Using the Landing Page helps the
audience not necessarily have to have a high-end
phone to access AR. He shared that Volkswagen will
continue to apply virtual reality through Landing
Pages with the remaining car models and will add
more features, especially emphasizing the possibility
of personalizing the car according to the wishes of
each customer.
Comments after the campaign
Situation
ID.4 is Volkswagen's first electric car, launched in
March 2021. In the US market, Volkswagen is not
popular with the majority of users and is not
considered a green-oriented Automotive Brand,
especially after the 2015 emissions scandal.
Volkswagen's goal was to use customer
experience to drive the ID.4 launch campaign in
the US rather than having to use a Brand story.
Their orientation is to help customers experience
all the features of the car through a first-person
perspective. "We don't want to just give
customers information about the car, but want
them to really be immersed in the driver’s seat
to enjoy the full utility of the car." – Kimberly
Gardiner, Volkswagen Brand Manager, shared.
Approach
Volkswagen in turn launches 2 Landing Pages –
revealing the exterior (December 2020) and interior
(June 2021) of the ID.4 so that global audiences can
directly experience the car at home. With the choice
of the Landing Page, Volkswagen spent about three
more months testing and optimizing the experience
compared to building an Application on the phone. In
the interior experience feature, the Landing Page
allows customers to directly play the role of the
driver, through steering gestures, and at the same
time interact with the features in the car.
Implementation
[E]: hello@auroravietnam.co
Landing Pages will assist potential customers to experience driving, interact with
interior, exterior and select options on the vehicle without having to own a high-end
mobile device.
The rollout test could apply to the Brand's flagship product line in 2021 and extend
to the entire product line in 2022.
3D Landing pages to experience the vehicle at home or on the go
[E]: hello@auroravietnam.co
C. EVENTS’
TECHNOLOGY TREND
C1. The trend of using xR in building up the Event’s background and atmosphere
REPORT BY
[E]: hello@auroravietnam.co
16
USING
xR
Trend 1
to elevate
event’s experience
In order to mark the milestone of conquering the Chinese market
with a large electric vehicle, VW used a combination of xR and LED
lighting effects to bring the ID.6 into a multi-dimensional light
space never before seen around the world.
Pushing the boudaries of visual effects for viewers
(Link)
With the goal of attracting young people, BIDV is the first company to
use xR technology in organizing events in Vietnam. xR brings an
explosion of surreal graphics effects, helping customers with a full
and authentic banking experience via the introduction of influencers.
Support in giving intuitive infomation to
customers via ultra-real sci-fi graphics (Link)
The application of xR allows the director of photography to
interact, customize, and change the event’s stage and atmosphere
in real time. This helps Brands to deploy many impressive and
flexible graphic marks when creating the Mood & Tone for the
program.
A mix between AR (Augmented Reality)
and MR (Mixed Reality)
[E]: hello@auroravietnam.co
CASE STUDY – Using xR to elevate viewers’ experience
MASERATI MC20
151 million Impressions, 28 million Views, 8.3 million
Engagement and 12 major awards in the field of Event
Organizing are the achievements that the team of
Maserati and Feltrouge Worldwide Shows achieved
thanks to the launch of the super Maserati MC20.
Results
LINK
[E]: hello@auroravietnam.co
Situation
In February 2021, Maserati launched the MC20 –
the first super sports car in the brand's history. To
mark this memorable milestone, the goal of the
project is to organize an unprecedented event in
the automotive world, pushing the limits of
visual storytelling with a modern approach to
interaction. audience on many levels.
The Event's Timeline was implemented for 2 days with an
on-site audience and a global online audience. The story
line is positioned with a message of hope, courage, and a
desire to be daring.
Approach
To optimize the experience for both on-site and
online viewers, 630 m2 of LED screens mounted on 3
axes laid the foundation for the full AR effect, with
the help of xR Camera. xR delivers unprecedentedly
fast real-time response at a large-scale event,
allowing the team to seamlessly integrate virtual
reality elements, helping to stimulate viewers'
imaginations.
Execution
xR has the potential to become the mainstream technology
that makes the official launch events of new product lines
become alive and impressive. In addition, xR's application
also supports car manufacturers in booth setup activities,
performance stages at Offline Auto Show events when the
pandemic ends.
Take a look at xR technology
[E]: hello@auroravietnam.co
D. COVID-19
CONTENT’S TREND
D1. Emphatic messages toward customers
D2. Interactive activities with customers during the pandemic lock down times
D3. Using home as a background location for pandemic always-on campaign
D4. Stimulation activities for customers after lock-down period
D5. Using Podcast to connect with customers after lock-down period
REPORT BY
[E]: hello@auroravietnam.co
20
EMPATHIC
MESSEGES
Trend 1
with customers
during lock-down
Honda reminds customers of the small memories of daily driving
prior to the pandemic. The brand also promises to give customers
the sense of freedom and joy of movement, which they crave, on
the day the world returns to the new normal.
“Be Moved Again”
(Link)
Taking the perspective of nature as the narrator, Land Rover shows
the nostalgia of accompanying people in conquering new limits of the
world and enjoying moments of happiness in the midst of nature.
“Where have you been”
(Link)
Using Print Ad, Toyota wants to stimulate customers' imagination
to fly far, beyond the limits of the walls in their homes to imagine
the beautiful places they want to visit after the holiday season.
”Let’s Dream Places”
(Link)
[E]: hello@auroravietnam.co
21
USING HOME
SURROUNDING
Trend 2
as the backdrop
for content
“Sometimes we just need to change our perspective and then we
can appreciate the beauty around us” is the message that Honda
sent when being the first Automotive Brand to film an entire TVC
with an indoor setting.
The first Automotive TVC to be filmed
entirely at home (Link)
In the spirit of adventure and discovery, Land Rover encourages
customers that when at home, try to explore every nook and cranny
to find the beauty in your own home.
Let’s explore the great indoor
(Link)
The quarantine keeps us at home but human’s imagination is
endless. “Shot At Home” is Skoda’s challenge for 3 famous
directors in the Netherlands to use model cars together and create
interesting points of view at home for customers.
The first creative indoor photo competion
using model cars (Link)
[E]: hello@auroravietnam.co
22
INTERACTION
ACTIVITIES
Trend 3
during the
pandemic
Hyundai
In collaboration with National Geographic, Hyundai brings audiences
to 3 majestic locations of America with AR technology and 360-
degree Camera to learn about the nature here. To promote the
Brand, Hyundai cleverly integrates electric vehicles as the guides in
this online journey.
Explore America's most majestic landmarks with
AR technology (Link)
Honda
To help American families make their adventures at home, Honda
teamed up with Google Maps and professional guides in Niagara
Falls to take audiences on a tour of the majestic landscape through
satellite images and 3D Photos
Explore the legendary Niagara Falls with Google Maps and 3D
Technology (Link)
[E]: hello@auroravietnam.co
23
STIMULATION
ACTIVITES
Trend 4
with customers
post Covid-19
Hyundai
Hyundai works with Tastemade to bring people who have never left
their homeland to discover new lands and make new experiences
that they could only imagine via books or hear on the radio.
A companion to discover new lands
(Link)
Lexus
To promote the relaxing tranquility trend, Lexus collaborates with
Resorts to provide a complete relaxation package with the Brand's
latest product line as a companion.
Elevate your tranquility experience with premium
vehicles (Link)
Chevrolet
In order to show off the performance of the Chevrolet Trailblazer,
Chevrolet has partnered with Discovery Channel to bring audiences to
discover new lands, the Amazon rainforest region to admire the
beauty and indigenous culture.
Discover the natural wonders hidden all around us
(Link)
[E]: hello@auroravietnam.co
24
PODCAST
CONTENT
Trend 5
TO CONNECT
POST COVID-19
Porsche
Through the Podcast channel, Porsche wants to immerse the
audience in the world of the Brand through stories about history,
legendary products, their latest technological breakthroughs, and
above all, about the story of the people who have created the
Porsche culture.
Discuss the brand history and culture of
Porsche (Link)
Mercedes Benz
With an internal perspective, the Podcast provides the audience with
the perspective of Automotive industry experts on difficulties,
challenges and visions of the industry in general and of Mercedes in
particular.
Discuss about the vision and future development
orientation of the Automotive industry (Link)
Hyundai
Podcast “Are we there yet?” delve into Hyundai's philosophy and
business practices, in answering the question "How to get from point
A to point B faster, cleaner and more efficiently?".
Share side stories about the process of product
development (Link)
[E]: hello@auroravietnam.co
CASE STUDY – Interaction with customers during the pandemic
HONDA VIRTUAL TOUR
The campaign, as reported by RPA Advertising, was
received by 5.3 million views nationwide,
It also helped increase Traffic to Honda's homepage
and indirectly the Brand loyalty index in the hearts of
viewers.
In addition to bringing attention to Honda, the
campaign also focuses on national parks in the US,
where, despite being at the most beautiful time of the
year, there is no travel traffic due to the lack of human
interaction in pandemic times.
Result
LINK
Context
In July 2020, in the context that the whole
country is in a period of travel restrictions, it is
difficult for families in the US to feel the
atmosphere of the coming summer vacation.
With the goal of increasing interaction and Brand
Loyalty, Honda has launched the "Virtual
Adventures" campaign, to bring the summer
atmosphere via online trips to the audience,
through Video Streaming.
Direction
Through a partnership with Google Earth, Honda has
brought families from the living room to the famous
Niagara Falls and explored the site through
instruction and interactive activities with professional
guides. By using Google's surreal 3D images combined
with historical images and interactive videos, Honda
has delivered to the audience a memorable and
educational experience.
Execution
CONTENT MARKETING
DURING THE PANDEMIC
PROPOSED SOLUTIONS FOR AUTOMOTIVE BRANDS
• Implement an indoor-based campaign – using a car model of
the Brand as the main character
• Deploy online discovery content at locations
Vietnamese nature with the support of Google Maps, AR and
local guides (Example: Cuc Phuong Forest, U Minh...).
• Build empathetic messages with customers and CTA
appointment after the epidemic season.
During the quarantine period
After the quarantine period
Deploy Branded Podcast channel
Consider implementing Series Podcast to promote Brand, Company
culture, future vision as well as general understanding of the
industry.
[E]: hello@auroravietnam.co
Consider deploying Series to explore regions and cultures in Vietnam
with branded cars (emphasis on SUVs, pickup trucks)
SUMMARY AND SUGGESTION
Short-term proposal (for 2021)
Truyền thông Nội dung
trong mùa giãn cách
Empathic content during
the quarantine season
Prepare Communication
content for post-
quarantine season
Promote more content
on Instagram, Tiktok
Deploy Landing Page
experience for key
products
REPORT BY
[E]: hello@auroravietnam.co
SUMMARY AND SUGGESTION
Long-term proposal (for 2022)
Truyền thông Nội dung
trong mùa giãn cách
Deploy Landing Page
experience for all
products
Apply xR for Product
Launch and Exhibition
Events
Expand interaction with
the Gaming community
Launch an official
Podcast channel
REPORT BY
[E]: hello@auroravietnam.co
THANK YOU
REPORT BY
No information of this document may be reproduced or copied in any form or by any means without
the written permission of Aurora Creative Consultancy JSC or any of its related parties (“Aurora”). All
information, estimates and opinions given herein or otherwise in relation hereto are made by Aurora
and its affiliated companies in their best judgement, in good faith and as far as feasible based
on information provided by you or sources which are believed to be reliable. The information herein is
not intended to substitute for obtaining professional advise by a qualified person or institution, and is
solely intended to estimate the potential costs listed in this document. Aurora makes no
representation about the content and suitability of this information for any purpose. Aurora expressly
disclaims all liability and warranties with regard to this information, including all implied warranties. In
no event shall Aurora be liable for any special indirect or consequential damages or any damages
whatsoever resulting from loss of income or profits, whether in an action of contract, negligence or
other tortious action, arising in connection with the use or performance of this information
DISCLAIMER
[E]: hello@auroravietnam.co

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Automotive Marketing Trend 2021 - 2022 By Aurora Vietnam

  • 1. By Aurora Creative Consultancy TRENDS 2021 - 2022 Updated: 18.09.2021
  • 2. INTRODUCTION September 2021, with the rise of the Delta variant, the Covid-19 pandemic still acts as a major setback for the Automotive industry. The continuation of the Pandemic has hurted Automotive brands severely as customers cannot freedomly use their vehicles and themselves are facing limitations in offline promotional programmes (Events, Trial Drive activities...) So how have Automotive brands from around the world and in Vietnam reacted? Join Aurora Vietnam in recapping mouth-watering approaches from the industry’ best practices and learn essential key takeaways for the upcoming 2021-2022 Automotive Marketing Trends. REPORT BY [E]: hello@auroravietnam.co
  • 3. CUSTOMER’S TREND SALES TECHNOLOGY’S TREND 1 2 EVENT’S TREND POST COVID-19 CONTENT’S TREND Explore xR (Extended Reality) and how it is being implemented around the world Explore how Automotive brands are using Covid- 19 related content to enhance their Marketing Find out the new customer target of Automotive brands and how they are adapting their Marketing materials to attract these new customers Find out ways to implement virtual experience which supports customers in interacting with the product [E]: hello@auroravietnam.co REPORT BY 3 4
  • 4. A. CUSTOMER’S TREND A1. Gen Z – The new target audience of Automotive brands A2. Exploring new Digital efforts to approach Gen Z A3. Updating Marketing materials to attract Gen Z A4. Gamification of the Automotive Brand‘s Experience REPORT BY [E]: hello@auroravietnam.co
  • 5. of all consumers today are Gen Z By 2030, they will be the world’s leader in spending power Gen Z uses Social Media to look up for Brands’ Information Gen Z are attracted by Brands that are Contemporary and Lively 0% 10% 20% 30% 40% 50% 60% 70% 80% Sử dụng 3 Apps Sử dụng >4 Apps Gen X Millenials Gen Z 40% 53% 53% 62% the Automotive industry *Mckinsey, Decision Lab, Merkle [E]: hello@auroravietnam.co
  • 6. 6 DIVERSIFYING DIGITAL CHANNELS TREND 1 to approach Gen Z To create high quality interaction and joy for customers whilst giving out new technical information of the flagship QX60, Infiniti setup 100 questions related to the specification of the vehicle for customers to choose and ask. They will then be answered by personalized messages from popular Influencer – Infiniti’s Brand Ambassadors. Q&A with Influencers vía Cameo platform (Link) After the success in attracting young consumers via the Corolla Cross, Toyota Vietnam continues to enhance its interaction with consumers via its Instagram page, first launched in July 2021. Launching an official Instagram account for the Vietnam market (Link) Taking advantage of the Video Streaming boom, Mercedes join forces with Amazon Prime to rewrite “Cinderella” – using the G- class and S-class as the alternative transportation medium for the characters instead of the legendary horse figures. Re-writing Cinderella through Video Streaming (Link) [E]: hello@auroravietnam.co
  • 7. 7 ADDING SOME YOUTH VIBE Trend 2 to attract Gen Z Wanting to promote the personality and agility of their all-new Ecosport, Ford Vietnam launched the “Contemporary Angle” campaign with the combination of art dancing and the treding Hip Hop culture in Vietnam. Combining street life with contemporary art (Link) To re-positioned the i10 away from the term “just an Uber car”, TC Motor uses Hip Hop and young actors with the slogan “Activate a new I” with the aim to define the i10 as a contemporary vehicle with a bang. Using Hip Hop to re-positioned the i10 (Link) With the understanding that music is a partner in every road trip, Lexus has created various Spotify Playlists with songs that are picked based on the personality of their products. These playlists can be downloaded via the car’s infotainment system, making trips more enjoyable and exciting. Adding music to make trips more memorable (Link) [E]: hello@auroravietnam.co
  • 8. 8 Gamifying the Brand Experience Trend 3 to attact Gen Z A special IS 2021 version, with an interior and exterior designed specifically for Gamers, was released in February 2021. The car is the result of feedback from 554,000 Gamers worldwide and is part of the “All in” campaign to reach young customers from Lexus. Launch the special edition vehicle for Gamers (Link) With the goal of establishing and strengthening its Brand image in the eyes of young audiences, Hyundai has collaborated with the Roblox game to help Gamers interact with their state-of-the-art electric concept vehicles and future solutions. Build an entire Metaverse to engage with young audiences (Link) All Tesla products can be used by Gamers in the PlayerUnknown's Battlegrounds franchise as items. In addition, Tesla's Gigafactory is also integrated into a separate map for players to explore in the world's most popular Online game. Integration of all products within PUBG (Link) [E]: hello@auroravietnam.co
  • 9. CASE STUDY – approaching young consumers via Gaming Situation In November 2020, with the launch of the 11th generation Civic, Honda USA wants to promote the car to a new set of customers. These are young customers who will soon be looking to buy their first car. “Games and music are how we reach them. We needed to create a common ground to start a conversation with them, and from there, talk about what we could offer,” said Phil Hruska, Chief Communications Officer, Honda USA. HONDA CIVIC 11TH Approach Honda chose to conduct the Event entirely on Twitch - a Video/Game Streaming destination of 17.5 million young people in the US. A challenge for the implementation team was to make the Brand presence natural and deliver valuable content to Gamers. To achieve that, Honda combined a live performance by Grammy-winning singer Cordae and hosted an Esport tournament between the world's most famous Gamers and selected amateur players. Implementation With this campaign, Honda marked the usage of Gaming to reach customers for the first time since 2001. After the Civic launch campaign, Honda has also continuously penetrated into the Gaming community through activities such as cooperation with Team Liquid (a famous Gaming club), a sponsor for the North American Esport League of Legend and starting to work communication on other Gaming comment channels on the Reddit platform and Twitter. Result LINK
  • 10. TO APPROACH GEN Z PROPOSED SOLUTIONS FOR AUTOMOTIVE BRANDS Currently, there is no brand in the Vietnam market which is doing promotional activities on Tiktok. Moreover, Instagram content and page management are currently lacking frequency among all brands. These are the top channels to reach young people has a lot of potential and is being used by Brands such as Mercedes, BMW, Honda, Chevrolet ... deployed through the global channel. Interaction initiatives with Gaming Influencer, organize a car design contest Game style,... can be deployed to products with a youthful trend (class A, B, C cars).. In addition, Brand can integrate some of its flagship product lines into Famous games and contexts using Cars such as Freefire, PUBG in order to attract an increasingly large number of Gamers with high income in Vietnam. Video Streaming platforms like Netflix receive strong penetration rate in Vietnam during the pandemic period. And these services have become the go-to applications of many young people. Integrated Car products into Movies/Series will support character visualization for the products, thereby increasing positive feelings and closeness for Brand in the eyes of the audience. Be more active on TikTok and Instagram Interact more with the Gaming Community Product Placement via Video Streaming platforms • 299$ [E]: hello@auroravietnam.co
  • 11. B. SALES TECHNOLOGY’S TREND B1. Pushing for more for interactive features to support customers in exploring car product at home REPORT BY [E]: hello@auroravietnam.co
  • 12. 12 ENHANCING INTERACTIVE FEATURES Trend 1 to support product exploration at home e BMW Virtual Viewer, deployed on BMW’s own Landing Page allowing users to see the car show up at home without the need of downloading an application. The Landing Page also supports customization with Options to personalize the vehicle and interact with the interior of the vehicle. Real life Car personalization via Landing Page (Link) Lamborghini partnered with Apple to help millions of fans around the world have the ability to admire the interior and exterior of the super Huracan at 1:1 size right at their home or garage. Make a supercar appear right in your living room (Link) Lexus' AR Play application simulates the shape of the IS 2021 in real time and helps customers preview the interior and exterior options available on the vehicle. In addition, customers can use the IS 2021 in a racing game integrated in the App and share interactive images with the car on Social Media. Exploring product features and share it online via App (Link) [E]: hello@auroravietnam.co
  • 13. CASE STUDY – The First Step towards At-home Car Experience VOLKSWAGEN ID.4 According to Mr. David Galbraith, Marketing Director of Volkswagen USA, ID.4’s Landing Page approach has received many positive feedbacks from customers. Using the Landing Page helps the audience not necessarily have to have a high-end phone to access AR. He shared that Volkswagen will continue to apply virtual reality through Landing Pages with the remaining car models and will add more features, especially emphasizing the possibility of personalizing the car according to the wishes of each customer. Comments after the campaign Situation ID.4 is Volkswagen's first electric car, launched in March 2021. In the US market, Volkswagen is not popular with the majority of users and is not considered a green-oriented Automotive Brand, especially after the 2015 emissions scandal. Volkswagen's goal was to use customer experience to drive the ID.4 launch campaign in the US rather than having to use a Brand story. Their orientation is to help customers experience all the features of the car through a first-person perspective. "We don't want to just give customers information about the car, but want them to really be immersed in the driver’s seat to enjoy the full utility of the car." – Kimberly Gardiner, Volkswagen Brand Manager, shared. Approach Volkswagen in turn launches 2 Landing Pages – revealing the exterior (December 2020) and interior (June 2021) of the ID.4 so that global audiences can directly experience the car at home. With the choice of the Landing Page, Volkswagen spent about three more months testing and optimizing the experience compared to building an Application on the phone. In the interior experience feature, the Landing Page allows customers to directly play the role of the driver, through steering gestures, and at the same time interact with the features in the car. Implementation [E]: hello@auroravietnam.co
  • 14. Landing Pages will assist potential customers to experience driving, interact with interior, exterior and select options on the vehicle without having to own a high-end mobile device. The rollout test could apply to the Brand's flagship product line in 2021 and extend to the entire product line in 2022. 3D Landing pages to experience the vehicle at home or on the go [E]: hello@auroravietnam.co
  • 15. C. EVENTS’ TECHNOLOGY TREND C1. The trend of using xR in building up the Event’s background and atmosphere REPORT BY [E]: hello@auroravietnam.co
  • 16. 16 USING xR Trend 1 to elevate event’s experience In order to mark the milestone of conquering the Chinese market with a large electric vehicle, VW used a combination of xR and LED lighting effects to bring the ID.6 into a multi-dimensional light space never before seen around the world. Pushing the boudaries of visual effects for viewers (Link) With the goal of attracting young people, BIDV is the first company to use xR technology in organizing events in Vietnam. xR brings an explosion of surreal graphics effects, helping customers with a full and authentic banking experience via the introduction of influencers. Support in giving intuitive infomation to customers via ultra-real sci-fi graphics (Link) The application of xR allows the director of photography to interact, customize, and change the event’s stage and atmosphere in real time. This helps Brands to deploy many impressive and flexible graphic marks when creating the Mood & Tone for the program. A mix between AR (Augmented Reality) and MR (Mixed Reality) [E]: hello@auroravietnam.co
  • 17. CASE STUDY – Using xR to elevate viewers’ experience MASERATI MC20 151 million Impressions, 28 million Views, 8.3 million Engagement and 12 major awards in the field of Event Organizing are the achievements that the team of Maserati and Feltrouge Worldwide Shows achieved thanks to the launch of the super Maserati MC20. Results LINK [E]: hello@auroravietnam.co Situation In February 2021, Maserati launched the MC20 – the first super sports car in the brand's history. To mark this memorable milestone, the goal of the project is to organize an unprecedented event in the automotive world, pushing the limits of visual storytelling with a modern approach to interaction. audience on many levels. The Event's Timeline was implemented for 2 days with an on-site audience and a global online audience. The story line is positioned with a message of hope, courage, and a desire to be daring. Approach To optimize the experience for both on-site and online viewers, 630 m2 of LED screens mounted on 3 axes laid the foundation for the full AR effect, with the help of xR Camera. xR delivers unprecedentedly fast real-time response at a large-scale event, allowing the team to seamlessly integrate virtual reality elements, helping to stimulate viewers' imaginations. Execution
  • 18. xR has the potential to become the mainstream technology that makes the official launch events of new product lines become alive and impressive. In addition, xR's application also supports car manufacturers in booth setup activities, performance stages at Offline Auto Show events when the pandemic ends. Take a look at xR technology [E]: hello@auroravietnam.co
  • 19. D. COVID-19 CONTENT’S TREND D1. Emphatic messages toward customers D2. Interactive activities with customers during the pandemic lock down times D3. Using home as a background location for pandemic always-on campaign D4. Stimulation activities for customers after lock-down period D5. Using Podcast to connect with customers after lock-down period REPORT BY [E]: hello@auroravietnam.co
  • 20. 20 EMPATHIC MESSEGES Trend 1 with customers during lock-down Honda reminds customers of the small memories of daily driving prior to the pandemic. The brand also promises to give customers the sense of freedom and joy of movement, which they crave, on the day the world returns to the new normal. “Be Moved Again” (Link) Taking the perspective of nature as the narrator, Land Rover shows the nostalgia of accompanying people in conquering new limits of the world and enjoying moments of happiness in the midst of nature. “Where have you been” (Link) Using Print Ad, Toyota wants to stimulate customers' imagination to fly far, beyond the limits of the walls in their homes to imagine the beautiful places they want to visit after the holiday season. ”Let’s Dream Places” (Link) [E]: hello@auroravietnam.co
  • 21. 21 USING HOME SURROUNDING Trend 2 as the backdrop for content “Sometimes we just need to change our perspective and then we can appreciate the beauty around us” is the message that Honda sent when being the first Automotive Brand to film an entire TVC with an indoor setting. The first Automotive TVC to be filmed entirely at home (Link) In the spirit of adventure and discovery, Land Rover encourages customers that when at home, try to explore every nook and cranny to find the beauty in your own home. Let’s explore the great indoor (Link) The quarantine keeps us at home but human’s imagination is endless. “Shot At Home” is Skoda’s challenge for 3 famous directors in the Netherlands to use model cars together and create interesting points of view at home for customers. The first creative indoor photo competion using model cars (Link) [E]: hello@auroravietnam.co
  • 22. 22 INTERACTION ACTIVITIES Trend 3 during the pandemic Hyundai In collaboration with National Geographic, Hyundai brings audiences to 3 majestic locations of America with AR technology and 360- degree Camera to learn about the nature here. To promote the Brand, Hyundai cleverly integrates electric vehicles as the guides in this online journey. Explore America's most majestic landmarks with AR technology (Link) Honda To help American families make their adventures at home, Honda teamed up with Google Maps and professional guides in Niagara Falls to take audiences on a tour of the majestic landscape through satellite images and 3D Photos Explore the legendary Niagara Falls with Google Maps and 3D Technology (Link) [E]: hello@auroravietnam.co
  • 23. 23 STIMULATION ACTIVITES Trend 4 with customers post Covid-19 Hyundai Hyundai works with Tastemade to bring people who have never left their homeland to discover new lands and make new experiences that they could only imagine via books or hear on the radio. A companion to discover new lands (Link) Lexus To promote the relaxing tranquility trend, Lexus collaborates with Resorts to provide a complete relaxation package with the Brand's latest product line as a companion. Elevate your tranquility experience with premium vehicles (Link) Chevrolet In order to show off the performance of the Chevrolet Trailblazer, Chevrolet has partnered with Discovery Channel to bring audiences to discover new lands, the Amazon rainforest region to admire the beauty and indigenous culture. Discover the natural wonders hidden all around us (Link) [E]: hello@auroravietnam.co
  • 24. 24 PODCAST CONTENT Trend 5 TO CONNECT POST COVID-19 Porsche Through the Podcast channel, Porsche wants to immerse the audience in the world of the Brand through stories about history, legendary products, their latest technological breakthroughs, and above all, about the story of the people who have created the Porsche culture. Discuss the brand history and culture of Porsche (Link) Mercedes Benz With an internal perspective, the Podcast provides the audience with the perspective of Automotive industry experts on difficulties, challenges and visions of the industry in general and of Mercedes in particular. Discuss about the vision and future development orientation of the Automotive industry (Link) Hyundai Podcast “Are we there yet?” delve into Hyundai's philosophy and business practices, in answering the question "How to get from point A to point B faster, cleaner and more efficiently?". Share side stories about the process of product development (Link) [E]: hello@auroravietnam.co
  • 25. CASE STUDY – Interaction with customers during the pandemic HONDA VIRTUAL TOUR The campaign, as reported by RPA Advertising, was received by 5.3 million views nationwide, It also helped increase Traffic to Honda's homepage and indirectly the Brand loyalty index in the hearts of viewers. In addition to bringing attention to Honda, the campaign also focuses on national parks in the US, where, despite being at the most beautiful time of the year, there is no travel traffic due to the lack of human interaction in pandemic times. Result LINK Context In July 2020, in the context that the whole country is in a period of travel restrictions, it is difficult for families in the US to feel the atmosphere of the coming summer vacation. With the goal of increasing interaction and Brand Loyalty, Honda has launched the "Virtual Adventures" campaign, to bring the summer atmosphere via online trips to the audience, through Video Streaming. Direction Through a partnership with Google Earth, Honda has brought families from the living room to the famous Niagara Falls and explored the site through instruction and interactive activities with professional guides. By using Google's surreal 3D images combined with historical images and interactive videos, Honda has delivered to the audience a memorable and educational experience. Execution
  • 26. CONTENT MARKETING DURING THE PANDEMIC PROPOSED SOLUTIONS FOR AUTOMOTIVE BRANDS • Implement an indoor-based campaign – using a car model of the Brand as the main character • Deploy online discovery content at locations Vietnamese nature with the support of Google Maps, AR and local guides (Example: Cuc Phuong Forest, U Minh...). • Build empathetic messages with customers and CTA appointment after the epidemic season. During the quarantine period After the quarantine period Deploy Branded Podcast channel Consider implementing Series Podcast to promote Brand, Company culture, future vision as well as general understanding of the industry. [E]: hello@auroravietnam.co Consider deploying Series to explore regions and cultures in Vietnam with branded cars (emphasis on SUVs, pickup trucks)
  • 27. SUMMARY AND SUGGESTION Short-term proposal (for 2021) Truyền thông Nội dung trong mùa giãn cách Empathic content during the quarantine season Prepare Communication content for post- quarantine season Promote more content on Instagram, Tiktok Deploy Landing Page experience for key products REPORT BY [E]: hello@auroravietnam.co
  • 28. SUMMARY AND SUGGESTION Long-term proposal (for 2022) Truyền thông Nội dung trong mùa giãn cách Deploy Landing Page experience for all products Apply xR for Product Launch and Exhibition Events Expand interaction with the Gaming community Launch an official Podcast channel REPORT BY [E]: hello@auroravietnam.co
  • 29. THANK YOU REPORT BY No information of this document may be reproduced or copied in any form or by any means without the written permission of Aurora Creative Consultancy JSC or any of its related parties (“Aurora”). All information, estimates and opinions given herein or otherwise in relation hereto are made by Aurora and its affiliated companies in their best judgement, in good faith and as far as feasible based on information provided by you or sources which are believed to be reliable. The information herein is not intended to substitute for obtaining professional advise by a qualified person or institution, and is solely intended to estimate the potential costs listed in this document. Aurora makes no representation about the content and suitability of this information for any purpose. Aurora expressly disclaims all liability and warranties with regard to this information, including all implied warranties. In no event shall Aurora be liable for any special indirect or consequential damages or any damages whatsoever resulting from loss of income or profits, whether in an action of contract, negligence or other tortious action, arising in connection with the use or performance of this information DISCLAIMER [E]: hello@auroravietnam.co