The Challenge
As a new EV brand, VinFast entered a market when EV literacy is still evolving, very tight competition, and high public discourse over product quality and ecosystem readiness. An unfamiliar atmosphere added to the challenges as the brand comes from Vietnam, an emerging and neighboring country of Indonesia. The brand needed to rapidly build credibility and trust while delivering consistent, educational, and persuasive messaging across stakeholders.
Our Approach
- Designed and led a PESO-based ecosystem-led communications strategy with integrated activations across media, build partnerships, and engage with KOLs, communities, experts, and stakeholders
- Orchestrated 360° communications to ensure consistent narratives across all touchpoints
- Provided a consistent audience and market-insight to be translated into activities and messaging that is simple, relevant, and supported by tangible proof points
- Activated credible advocacy campaign through thought leadership, strategic forums, and solid key partnerships
- Maintained always-on media relations through rapid response, various media activities, and proactive issue monitoring
The Result
- Generated 5,498 coverages with PR Value of IDR 508B+ and 36.7M+ impressions; 99% positive sentiment, 56% from Tier 1–2 media
- Supported key visibility drivers trough curated events: 2,545 coverages, PR Value IDR 300.5B+, and 12M+ impressions, including the Subang factory inauguration
- 39 KOL activations delivered 135M+ impressions and 600K+ engagements
- Facebook Group grew to 6,195 members with +37% engagement growth
- VinFast received 4 national and automotive awards, strengthening market salience and trust
- VinFast rated ID COMM highly for coordination, execution quality, and impact, and continued the partnership into the next phase
