VinFast Indonesia: GIIAS 2025
Client
Service
Industry
How a new EV brand turned the GIIAS window into test drives and vehicle order letters.
Agency
Scope of Work
- Hyperlocal Targeting
- Media Planning
Real offers and hyperlocal media around ICE BSD brought interested buyers from the feed to the VinFast booth.
Challenge
EV sales were rising fast, and the leading spots were already taken.
Indonesia's EV market grew more than 40% year on year in 2025, but early movers held most of it. VinFast arrived with low awareness and little brand trust, in a market where buying power was weak. GIIAS is an annual auto show at ICE BSD City in Tangerang, where automotive brands present their lineups and visitors can test drive and place orders on site. The 2025 edition ran from 24 July to 3 August, a short window for VinFast to build trust and win consideration against established players.
Execution
With one short window, every channel was set to move people to the booth.
The plan focused on conversion rather than brand storytelling alone, with vehicle order letters as the primary KPI. In a category that still leans on traditional media, we put the paid budget into digital, where Indonesians research cars on their phones. Awareness channels built momentum, and hyperlocal and search turned it into action.
Execution
We led with the offer, because hesitation about a new brand came from low familiarity and perceived financial risk.
Static content ran on Instagram and video on YouTube, with Meta, TikTok, YouTube VRC, programmatic, and Kompas publisher placements keeping the offer visible throughout the event. Hyperlocal targeting around ICE BSD let us influence booth visitation in real time, and Google SEM caught high-intent searches while people were considering an EV. Content was built for urgency, and messaging was adjusted as results came in.
Execution
Each message was matched to the platform and the place.
Static content ran on Instagram and video on YouTube, with Meta, TikTok, YouTube VRC, programmatic, and Kompas publisher placements keeping the offer visible throughout the event. Hyperlocal targeting around ICE BSD let us influence booth visitation in real time, and Google SEM caught high-intent searches while people were considering an EV. Content was built for urgency, and messaging was adjusted as results came in.
Result
Digital reach turned into visits, test drives, and vehicle order letters.
The offer-led plan brought visitors to the booth during GIIAS. For a brand people had not yet tried, test drives were the step that built trust in EV technology. The vehicle order letters showed that interest carried through to purchase intent.
Result
14K+
Booth Visitors
1.2K+
Test Drives
195
Vehicle Order Letters