VinFast at CES 2023

Since the announcement at the LA Auto Show in 2021, our program objective was to build upon that success and introduce the VF6 and VF7 models in advance of opening global pre-orders. In a very tight window of time, we had to generate curiosity and a real emotional connection to the VinFast brand in a crowded, competitive global EV market, while also allowing customers to experience the tech features of the VF8 and VF9 models. We designed and built a 120’L x 70’W booth, featuring two pre-production vehicle displays on circular platforms—complete with digital spec sheets—along with two production vehicle displays and four pre-production VinFast e-Bikes to build interest for future releases. The booth also featured two massive curved LED walls, 68’ x 18’ and 42’ x 18’, a concierge bar for invited guests, large profile graphics featuring the VinFast vehicle line-up, and freestanding graphic standees promoting our partnerships, activations, and VinAI technology. The booth featured an immersive VinFast experience room, where innovative projection mapping technology encapsulated the beauty of Vietnam. Multiple events were held at the booth, starting with a standing room-only press event on opening day. Our activation did not end at the booth. We offered complimentary chauffeur service from the convention center to premium hotels. We integrated with iHeart Radio after parties to transport celebs and influencers. And we designed and executed a scenic ride and drive experience.