Toyota Vietnam Campaign – Branding, Lead Gen 2021

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+Ad recall

Brand lift survey

Launching a new car line, Toyota needs a digital communication solution to increase the recognition of VIOS cars, attract test drive registrations and find potential customers. Toyota Vietnam Campaign.


Toyota – the world’s largest car manufacturer, wants to raise awareness about VIOS (Vios G, GRS, E) and attract potential customers. Toyota’s biggest challenge in the Vietnamese market is the volatility and shift of consumer attention in the auto industry when there are many new options from the domestic market (VinFast…), along with the strong development of other brands. locally assembled products.
December 2021 when the government decides to reduce the registration tax by 50% for locally assembled car products. It is this decision that has made a great impact on the market and especially Honda’s Vios line.
Faced with difficult challenges from the market and policies, Toyota chose Chin Media to solve the problem of brand identity and increase sales for the brand new Vios model from the store.


Based on the product characteristics of the high-end VIOS car line, Chin Media proposes a solution to “classify potential customers into two groups, namely Individual Customers and Corporate Customers“.
While individual customers are interested in Comfort in new journeys, Improvement in specifications, Youthful and sporty design, the group of corporate customers need Initial investment costs and costs. Low operating costs, as well as optimal investment support, bring the best rental business performance.
From there, Chin Media proposes different strategies, promotions and creative approaches for each target customer group to attract them from Facebook channels (PE, Traffic, Video, Lead Form), Google (SEM, YT, GDN), Coc Coc ads, ADX and Native ads.

How it works

  • The Coc Coc search platform gives Toyota a unique competitive advantage and makes it easier to reach the target user file at a lower cost according to cross-platform testing results from Chin Media. From there, Toyota can focus its resources on pushing ads for higher conversion rates with optimal costs.
  • Installing advanced GA tracking and real-time tracking on the dashboard helps Chin Media quickly make optimal changes to the campaign.


  • +1.5M clicks
  • +7.000 leads
  • Raise awareness about VIOS on online channels
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