Awareness growth campaign of Vietnam's leading industrial manufacturing group

Business Introduction

THACO is a multi-industry industrial group with member corporations operating in the fields of: automobiles, agriculture; mechanics & supporting industry; investment & construction; trade & services and logistics with high complementarity and integration within each Group & between member corporations and THACO. In which, THACO INDUSTRIES aims to become the leading Group in Vietnam in the field of mechanics and supporting industry.

Up to now, THACO INDUSTRIES products have exported many products to the US, Australia, Canada, Korea, Japan, European markets and Southeast Asian countries.

Background

As one of the largest corporations in the country, with superior research, development and production quality, THACO's semi-trailer products have conquered the most demanding industrial markets - the North American market with many standard certifications: ISO 9001:2015; ISO 14001:2015; Technical Safety and Environmental Protection Quality Certification for Trailers and Semi-trailers manufactured and assembled in 2022; North American traffic standards such as: DOT, AAR, ANSI, TOFC, FMVSS, SAE, TTMA.

However, THACO INDUSTRIES products are not fully recognized in the Vietnamese market. Perhaps because they entered the market late, they face huge competition from long-standing semi-trailer manufacturing and supplying brands from China and Korea in terms of both products and prices. Therefore, not many other businesses/units know that THACO also has semi-trailer products.

From here, THACO INDUSTRIES has set the goal of increasing brand awareness and product recognition, not only to conquer the domestic market but also to contribute to affirming the position and capacity of Vietnamese enterprises in the international arena.

Target

Increase brand awareness for THACO INDUSTRIES and semi-trailer products.

Deployment

Insight

“In the minds of Vietnamese people, we are still a developing country, so where can we get world-class industry? However, witnessing the achievements of Vietnamese people in the international arena, anyone cannot help but be proud of the resilience of our nation. I want to smile, hold my head high and tell the world that I am proud of Vietnam, no matter what field I am in.”

Idea

“Proud of Vietnamese Industry, pioneering international
                                         standards”

– Pride of Vietnamese Industry

Production and export work not only requires talent and professional skills, but also requires dedication and hard work from workers.

=> The idea is to respect and appreciate those who have contributed to this success and to convey the message that Vietnamese industry is proud of its talented and passionate producers.

– Pioneering international standards

Affirming the position of THACO TRAILERS as the leading pioneer in exporting semi-trailers in Vietnam. To demonstrate that THACO TRAILERS semi-trailers are high-quality products, meeting international standards and have been exported to the North American and European markets.

=> Affirming that THACO TRAILERS represents the prosperous development of Vietnam's industry.

Strategy

– Developing content chains: Including short video chains deployed on multiple platforms, with content referring to pioneers in the export sector. Taking the attractive content as Vinfast, then leading to THACO's semi-trailer products. This content chain can reach customers who like to learn and read economic and market news, contributing to enhancing the reputation of THACO INDUSTRIES.

– Media stuffing: Run 5s video coverage on all platforms with Text and Sound combined according to the content: THACO INDUSTRIES – semi-trailers exported to North America – Proud of Vietnamese industry, pioneering international standards.

– Viral TVC: Highlighting the image of the efforts and hard work of Vietnamese people for the goal of making the country worthy of the world. TVC uses heroic music, associated with the nation. TVC will highlight the image of production lines, factories, semi-trailer products, compared with the image of the golden girls of Vietnamese football who have gradually conquered the world with all pride. Along with the message: "Standing before the world, I am always proud of my Vietnam."

– Internal communication: The people working in the factory themselves are witnesses and understand the entire journey from product research, technology exploitation, finished product assembly, ... to the time of putting the standard semi-trailers on the ship for export to North America. Certainly, to do that, each worker has their own stories and memories that have not been shared.

So, THACO INDUSTRIES can launch a program to share “heroic” moments, difficulties in the working process, and pride in having a major export product, etc. for the staff and workers in the factory. The form of communication is an interview video and posted on the main media channel. Through this activity, THACO INDUSTRIES not only partly shows its internal perspective to customers and partners, but can also contribute to increasing the spirit of solidarity between employees, between employees and the group, and between employees and THACO's great goals.

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