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Lối kể chuyện sáng tạo cùng Storytelling: Định hình Content Marketing ngành Automotive 2025 

Written by admin on . Posted in Creative, Our Thinking, Strategy, Technology.

In a highly competitive and technology-saturated automotive market, differentiation no longer lies in specifications or pricing, but in a brand’s ability to touch consumer emotions. Storytelling—an age-old art of narrative—has long been a familiar tool, but it is now entering a transformative phase, becoming a strategic foundation that defines how brands present themselves and engage with customers.

Buyers may forget engine power or the feature list, but they will remember inspiring stories: the SUV conquering thousands of kilometers of mountain roads, or the engineer who designed a car to protect his daughter’s safety. In the automotive industry, a car is not just a means of transportation—it is a symbol of lifestyle, safety, and aspiration. Storytelling serves as the bridge that transforms these values into vivid experiences—and the evolution of narrative techniques is opening both new opportunities and challenges for brands.

I. New Directions in Automotive Storytelling
 The application of storytelling in the automotive industry is undergoing clear shifts, reflecting changes in consumer habits and expectations. Whereas past campaigns largely focused on showcasing technology, features, and polished imagery, today’s audiences seek relatable, personalized stories that resonate with their values. This shift stems not only from the competitive landscape of the industry, but also from the influence of social media, user data, and emerging communication trends.

Summary of New Trends in Automotive Storytelling

1. Prioritizing Authentic Content
 A few years ago, automotive campaigns were often remembered for their grand TVCs, expensive CGI, and elaborate backdrops. Today, audience preferences are shifting rapidly. Viewers are no longer impressed by flashy CGI, but instead are drawn to authentic, emotional stories—such as behind-the-scenes footage in an assembly plant, a cross-country road trip across Vietnam, or the heartfelt emotions of an owner receiving their very first car.

This trend emerges as social media users grow accustomed to raw, quick, and easily digestible content. Algorithms on TikTok, Instagram Reels, and YouTube Shorts prioritize “authenticity” because it drives stronger engagement. As a result, carmakers are investing more in micro-storytelling: short yet detailed stories that are easy to share and, most importantly, feel real rather than scripted.

How to apply it: Success in this direction requires a skilled content production team—professionals who understand the automotive industry, know how to capture genuine emotions, and craft them into narratives that resonate with customers. Alongside talent, the right solutions are key:
➤ KOL & Influencer Solution: Collaborate with authentic voices to convey brand stories through credible, personal perspectives.
➤ Community: Build car enthusiast communities where users share authentic experiences and spread stories organically.
➤ Social Seeding: Amplify authentic stories across multiple channels to reach target audiences and boost virality.

2. Personalizing Messages for Customers
 In their car-buying journey, each customer views a brand through a unique emotional lens: family-oriented buyers prioritize safety, freedom-seekers look for exploration, while business executives seek prestige and status. Modern automotive storytelling moves away from generic messaging for all, instead focusing on identifying the “emotional layer” of each audience segment and guiding them toward an emotional state aligned with the brand’s message.

For example, a video showcasing safety features could portray the peace of mind during a family trip with children, while an off-road adventure clip ignites excitement among thrill-seekers. This approach fosters deep resonance, ensuring the story is not only heard but truly felt.

How to apply it: Carmakers need creative teams and data analysts working hand in hand, leveraging technology to personalize every step of the customer journey. Novaon Digital solutions such as Oncustomer, Onmarketer, and KOL & Influencer Solution can help brands connect more effectively with target customers.

3. Integrating Technology into Creative and Distribution Processes
 Technology is reshaping how the automotive industry crafts and delivers brand stories. On the creative side, AI supports video editing, 3D modeling, and virtual production, enabling rapid experimentation at lower costs. VR and AR provide “step-into-the-story” experiences, allowing customers to explore interiors or test-drive cars from home.

On the distribution side, Big Data and advanced algorithms identify the best timing, platforms, and formats so that each story appears at the right place and moment, in the most compelling format. Thus, storytelling evolves from mere narration to a dynamic, digitalized, and immersive experience.

How to apply it: In automotive launches, Virtual Production and 3D/CGI recreate diverse driving terrains without physical movement. At exhibitions or test-drive events, AR/VR experiences let customers explore interiors, customize paint colors, or test-drive virtually—on-site or at home. For distribution, Big Data and Onmarketer analyze behavior to optimize timing and platforms, while AR filters or mini-games encourage user sharing, turning brand stories into digital, viral experiences.

4. Multi-Platform Integration – From Showroom to Storyroom
 In the past, brand storytelling was mostly confined to showrooms or limited advertising campaigns. Today, it unfolds as a seamless journey spanning online and offline touchpoints. A customer might begin with a teaser video on YouTube, join a mini-game on Facebook, follow a KOL’s driving experience on TikTok, and conclude with a multi-platform livestreamed test-drive event.

The key difference is that the narrative maintains a consistent message and spirit across every channel, even though formats and contexts may differ. This integration matches the “hybrid” shopping habits of modern consumers—researching cars online, interacting with brands on social media, then visiting showrooms. With storytelling, every touchpoint becomes a puzzle piece of the bigger brand narrative, allowing customers to experience it as a coherent whole.

How to apply it: Automotive storytelling is now a continuous journey from online to offline. Customers might start with a YouTube teaser, engage in a Facebook AR filter or mini-game, watch a KOL’s test-drive on TikTok, and end with an in-person event livestreamed across platforms. Each channel adapts the format to its context but preserves the same core message, ensuring consistency while addressing hybrid buying behaviors.

II. Case Study

Case Study 1 – Peugeot: “The French Touch on Every Journey”
 In Vietnam’s fiercely competitive mid-size sedan segment, Peugeot needed a campaign to reaffirm its French identity and differentiate itself from Japanese and Korean rivals. The objective was to boost brand awareness and inspire ownership not just for features, but for lifestyle.

The campaign was delivered through a series of videos and digital content set against scenic routes, emphasizing stories of discovery and enjoying life. Instead of merely advertising features, Peugeot used lifestyle narrative storytelling, where the car appeared as a companion shaping meaningful experiences for its owner. Emotional imagery combined with evocative narration helped viewers “see themselves” in the story.

Peugeot applies innovative storytelling in the “Color in E-motion” campaign
 Results: The campaign attracted millions of views across digital platforms, significantly increased brand searches and test-drive requests at showrooms. Peugeot successfully evoked the emotion that “driving is living”—transforming the product into an integral part of a journey of freedom and enjoyment.

Case Study 2 – GAC Motor: “Conquer Challenges – Define Prestige”
 Upon entering the Vietnamese market, GAC Motor faced the challenge of being a new and little-known brand. The priority was to quickly create a strong impression of durability and power. The goal was to position the brand as “the car for those who embrace challenges.”

GAC MOTOR applies innovative storytelling in the “Where Craft Meets Technology” campaign

The campaign adopted a “hero’s journey” style of storytelling, portraying the adventure of conquering rugged terrains with its flagship SUV line. The narrative went beyond the car itself, focusing instead on the driver’s spirit—daring to step out of the comfort zone and overcome every challenge. Videos, images, and PR articles recreated the atmosphere of off-road expeditions, combined with evocative narration that stirred a sense of adventure.

Results: The campaign not only increased GAC’s brand awareness in Vietnam but also sparked positive discussions within the automotive enthusiast community. GAC successfully positioned its product as a symbol of strength and determination.

Case Study 3 – VinFast: “The Movement of the Future”
 In its journey to expand market share in electric vehicles, VinFast faced two key challenges: shifting customer perceptions about EVs and building trust in a Vietnamese brand. The campaign’s goal was to introduce a new model while conveying the brand’s long-term vision of sustainable mobility.

VINFAST applies innovative storytelling in the “Super Discount” campaign

The campaign embraced a “visionary future” storytelling style, crafting a narrative about a green Vietnam where electric vehicles are not merely modes of transportation, but bridges that connect people, technology, and the environment. Content was deployed across multiple platforms—from TVCs and social videos to experiential events—featuring modern imagery, speed, and the sense that “the future is near.”

Results: VinFast achieved massive media coverage, becoming a hot topic in automotive and technology forums. The brand successfully transformed a product launch campaign into an opportunity to reinforce its position as “the pioneer of Vietnam’s electric vehicle era.”

III. Expert Perspective from Novaon Digital

Storytelling is the most sustainable form of “emotional fuel” for the automotive industry. A powerful story not only helps sell a product but also turns customers into storytellers for the brand itself.

As new trends open both opportunities and challenges, automakers must leverage the power of storytelling to forge deeper emotional connections, strengthen loyalty, and differentiate themselves from competitors.

Tailored Solutions for Applying Storytelling within an Integrated Marketing Strategy

Automotive brands can apply the four emerging storytelling trends in their campaigns to effectively reach target customers. Beyond basic application, businesses should also combine storytelling with complementary solutions such as Gamification, AR/VR showrooms, and Livestreaming to maximize customer experience and strengthen emotional connections.

With end-to-end capabilities from strategy to execution, Novaon Digital is proud to be a trusted communication solutions partner for the automotive industry, delivering holistic brand experiences through three pillars: Strategy – Creative – Technology.

Cre: Brands Vietnam

When the CEO walks hand in hand with the brand in shaping the organization’s brand identity

Written by admin on . Posted in Creative, Our Thinking, Strategy.

In the digital era, business leaders – especially CEOs – are becoming an essential bridge in the strategy of building and spreading the organization’s brand. In the role of storyteller and the spiritual face of the company, the CEO helps shape identity, inspire, and create a strong emotional connection with the public. The story of Mr. Nguyễn Đăng Quang – Deputy CEO accompanying the Omoda & Jeacoo brand – is a prime example of the strategy of aligning a personal brand with a corporate brand.

The Brand Storyteller in the Digital Age

Nowadays, a brand is no longer built solely on product quality or media coverage. Above all, a brand is the public’s perception – and that perception comes from the people behind it, from the way they live, communicate, and share the organization’s development journey. In a strongly digitized context, where every statement or action from a leader can spread widely in just a few hours, their role in co-building the brand has become clearer than ever.

Today’s CEOs are not only strategic operators but also the spiritual face and storyteller – people who can breathe life into the brand with their own experiences and perspectives. The combination of personal values and collective direction, if expressed at the right time and in the right way, will create a positive resonance effect, helping the brand touch the hearts of consumers authentically and deeply.

The purpose of a brand leader’s public presence today is especially important, as customers increasingly lose trust in KOLs, the media, or plain advertising. They want to hear directly from the leader – the person who represents the product, the brand, and takes responsibility – so they can feel assured. When problems arise, it is the voice of the top leader that serves as proof of the company’s commitment and responsibility. This is something leaders consistently show in their appearances: at the right time, in the right role, saying what needs to be said, and doing what was promised – thereby making the brand more trustworthy and relatable in the eyes of customers.

Mr. Nguyễn Đăng Quang – Deputy CEO accompanying the Omoda & Jeacoo brand – is a clear example. Without noise or flamboyance, he chooses to appear at the right moments, with messages just sufficient to spread yet deep enough to build trust. His image is not only that of a leader but also that of a sincere storyteller who is always present with the brand at each important milestone..  

*Hello Mr. Quang, what do you think about the fact that leaders today not only lead – but also inspire the brand?    

I believe that the role of a leader today is not limited to strategic planning or running the organization. In a context where communication develops rapidly and customers increasingly care about human factors, it has also become important for leaders to appear and convey the organization’s values sincerely as part of the brand-building journey.

Personally, I do not focus heavily on “inspiring,” but simply think that if what I share can help the team be more connected, and help customers better understand how the brand is developing, then it is already worth doing. I believe that consistency between what I think – say – and do, together with appearing at the right time and in the right role, will make the brand clearer and more trustworthy in the eyes of the public. And if I can contribute a small part to making the brand story spread more closely, then that is an honor in the role of a leader.

Mr. Quang’s view on the role of a leader before the public.

Source: Novaon Digital

In an era when consumers are increasingly demanding and have more choices, a brand cannot rely solely on marketing messages. Authentic values, told by the person at the top – who is attached to and lives with the brand every day – are the foundation for building lasting emotional connections. For this reason, the image of today’s CEO has been transforming, becoming an inseparable part of the brand. Not only do they lead business strategy, but they also ignite the flame of connection and act as a catalyst that makes the brand more vibrant and approachable in the public eye.

The CEO and the Brand Spreading Values Together

In the picture of modern brand-building, the personal brand of the leader needs to harmonize with the organization’s collective identity. In practice, a personal brand – if built correctly – will not compete but instead create a positive synergistic value that strengthens and spreads the corporate brand more widely.

The complementarity between these two elements should be seen as a parallel strategy. A CEO can use their personal voice to bring the brand’s message closer to the community, and also use their personal credibility to enhance trust, inspire internal employees, and expand relationships within the business ecosystem.

This is how Mr. Nguyễn Đăng Quang continuously shows his role in supporting the Omoda & Jeacoo brand through his personal media channels. The content he shares originates from the spirit of the brand: innovation, youthfulness, sustainability, and dedication. His posts appear at the right frequency, with a calm demeanor and simple but consistent wording. Images from events, car launches, or factory visits are shared along with the stories behind them. This creates a friendly yet professional impression – exactly how a trustworthy storyteller should appear.

*What topics do you often share about the Omoda & Jeacoo brand on your personal channels?   

I think that when sharing about a brand, the important thing is not to talk too much about the product or achievements, but to integrate content that helps people better understand the values the brand pursues. For Omoda & Jeacoo, that is seriousness in quality commitment, a spirit of innovation, and a sustainable development orientation. Content topics such as: Brand & Distribution Network, product technology & outstanding benefits, personal experiences & real journeys, inspiring changes in lifestyle habits, introducing new products & opening up the future… are conveyed in various forms such as images, videos – both indirect and direct.

I also believe that if leaders can help tell the brand’s journey sincerely and in a relatable way, it is a way to connect better with customers and the community. The important thing is to maintain coherence, without ostentation, and focus on spreading what is positive and true to the brand’s identity.  

Mr. Quang’s inspiring shares on his personal page.

Source: Novaon Digital

Thanks to this timely and well-placed presence, the Omoda & Jeacoo brand has not only increased its awareness but also built emotional connections with customers. Stories from the leader create empathy, boost internal pride, and thus naturally spread brand spirit from the inside out.

Content Creation Stemming from Core Brand Values

In an age when content floods digital platforms, the difference no longer lies in eye-catching visuals or flowery words, but in authenticity and the depth of the message. As brand storytellers, CEOs are not merely “content producers” but leaders who guide the story through real values, rooted in the company’s vision and mission. Creativity therefore must not only be fresh but also have a foundation – the core values that the brand pursues.

A brand like Omoda & Jeacoo cannot be separated from values such as innovation, sustainability, and connecting with the younger generation. These values are present not only in communication campaigns but also expressed naturally through Mr. Nguyễn Đăng Quang’s images and words on social media. 

* When not focusing on technical specifications or car features, what kinds of stories do you choose to tell to convey the spirit and image of Omoda & Jeacoo?   

In my posts, I do not choose to talk much about features or technical specifications; while those factors are important, they are not enough to create a lasting connection between the brand and customers. Instead, I want to tell real, relatable, and human stories – stories in which the public can feel the effort, responsibility, and spirit that Omoda & Jeacoo is pursuing.

For example, the journey of building the factory, the process of creating a car with the participation of many people behind the scenes – engineers, workers, operations, technical teams, inspectors… Each person plays a very important role in creating the final quality. Or moments when delivering a car to the first customers – not merely handing over a product, but marking a spiritual milestone, where the brand learns to listen, understand, and improve with each feedback.

When a leader appears in the media or on social networks, the important thing is not what is said to show oneself, but how to help clarify the brand’s message in the most authentic and profound way. What I share is simply intended to help Omoda & Jeacoo be seen in line with the spirit that the team is striving to build – a young, modern, open-minded brand that puts customers at the center. If each post, each small story can help the brand get closer to the community, build trust, and inspire positively, then that is the greatest goal.  

Mr. Quang’s views on story content in his posts.

Source: Novaon Digital 

This perspective – putting user value at the center – reflects the brand’s exact direction. By expressing brand values through a personal lens, the content a CEO shares becomes more relatable, more shareable, and importantly, not merely PR-flavored. Each post or video is not “a single promotion,” but a piece in a long-term storytelling journey. And in that journey, the harmony between personal style and brand strategy plays a key role.  

Personalization Strategy to Connect the Brand with the Community

A CEO’s presence on social media today is not just a communication activity but part of the overall brand-building strategy – where personalization and connection are key. Platforms like Facebook or TikTok are no longer just “news update” channels but spaces for CEOs to express their personal identity and build emotional bridges with the community.

Content Strategy

The important thing in a personalization strategy is sincerity and consistency. CEOs do not need to appear too often, but each appearance should be at the right time, with the right message and in the right context. It could be a short video recording the car assembly process at the factory, a post thanking the engineering team after a milestone, or simply a sincere greeting to customers on the day of launching the first new car models.

Platform Strategy

Mr. Nguyễn Đăng Quang has chosen this approach – natural and relatable but not overly casual; professional and meticulous but not distant. On TikTok, he shares moments rich in experience and emotion. On Facebook, he talks about long-term development strategy, his trust in the team, and why Thái Bình was chosen as the factory location. These contents are not aimed at PR-ing himself but are placed within the brand’s overall flow – where the CEO is the storyteller, but the story belongs to the whole organization.

This personalization strategy helps the brand become more approachable, easier to understand, and easier to empathize with. When customers feel that they are interacting not just with a product but with a story, a person, and a vision, the connection will be many times deeper and more lasting than single, isolated messages.

* In your view, how should content strategies on Facebook and TikTok for CEOs be built differently to suit each platform?  

Each social media platform has its own approach, so I think there is no fixed formula for all. With Facebook, this is a suitable space to share in-depth stories – thoughts on direction, long-term strategy, or capturing moments in the brand’s development journey. The pace is slower, and readers tend to spend more time listening, so Facebook content can go into analysis and fully reflect the team spirit.

As for TikTok, the environment is lively and reacts quickly, so the content needs to be more visual, natural, and emotional. Instead of conveying too much information, I think the important thing is to create connection – through an authentic moment, a small story that viewers feel they can relate to. The key thing to note is that no matter the platform, brand value consistency must be maintained, and the content should come from real experiences rather than being overly “scripted.” When viewers feel sincerity, they will connect back in the most natural way. 

 Mr. Quang’s view on the different approaches between platforms.

Source: Novaon Digital

Being the Brand’s Face: A Small Part Showing Effectiveness in a Larger Brand-Building Journey

When a CEO appears as the “face of the brand,” that role is not simply to represent personal image, but carries a greater mission: to convey the organization’s messages, values, and spirit to the public in the most vivid and relatable way. In reality, a CEO’s presence does not need to be frequent, but it must be right – right time, right channel, and right spirit.

Through the stories and images Mr. Nguyễn Đăng Quang has shared on social media, not only has his personal image become better known to the public, but the brand he represents has also seen clear, positive results:

First, in brand awareness: posts from him – whether simple or strategic – naturally attract attention, are shared and quoted by the community, and help spread the brand image authentically and accessibly, especially among Vietnamese customers.

Second, in brand trust: when the CEO is willing to appear and tell his own story, such as showing direct images at the Thái Bình factory, it subtly affirms that the company is transparent and genuinely committed to quality and sustainable development – something pure advertising can hardly convey.

Finally, it is also a way to inspire from within: posts honoring team achievements, thanking employees, sharing small but meaningful efforts… not only make employees feel recognized but also contribute to building a positive, proud, and cohesive internal culture.

A CEO’s presence and strategic communication on social media – if done correctly – is essentially a form of sincere and effective “human-led communication.”

Challenges and Lessons Learned

The journey to becoming a brand storyteller is not always smooth. Alongside clear benefits, CEOs who appear publicly must also face numerous challenges: from the pressure of maintaining personal image to handling communication crises, and even dealing with mixed reactions from the online community.

*From your personal experience, can you share some advice and lessons for CEOs taking on the role of brand storyteller?  

Each business and leader has its own approach suited to their circumstances. But from what I have observed and experienced, I think the most important thing in being a brand storyteller is sincerity – saying what you believe, sharing what you truly experience, and maintaining consistency between words and actions. The public today is very perceptive; they can tell which messages are genuine and which are staged to “create an effect.”

In addition, listening is also essential. Not to respond immediately, but to understand how outsiders perceive the brand. If something is not right, take it as an opportunity to adjust and improve. Finally, leaders should always remember that they represent a collective. Appearing to tell the story is not to express the ego, but to convey shared values in a relatable and respectful way. When the story is told with that attitude, it will naturally reach the listener.

Mr. Quang’s view on what is essential when being a brand storyteller.

Source: Novaon Digital

The important thing is not the frequency of appearance, but how the CEO positions themselves, controls the message, and guides public opinion flexibly yet firmly. The biggest lesson is probably balance – between personal and organizational, between closeness and professionalism, between inspiring and maintaining brand identity.

Building a personal brand for a leader, if not done skillfully, can create a sense of showiness or self-promotion. But when done sincerely, carefully, and closely tied to organizational development goals, this role becomes a crucial support point for the brand to grow farther and more sustainably.  

The CEO Accompanies, Telling Stories Through Actions and Values

A brand is not just a logo, product, or slogan – it is the sum of the perceptions, trust, and expectations customers place in a business. And in shaping those perceptions, the leader plays an irreplaceable role.

A CEO in the new era not only leads strategically but also inspires, spreads values, and creates a vibrant identity for the organization. They are not merely a “spokesperson” but a practitioner – telling the story through actions, showing commitment through choices, and connecting through personal values in harmony with collective ones.

The story of Mr. Nguyễn Đăng Quang and his journey with Omoda & Jeacoo is just one example among many modern brand leadership models. But it shows that when the storyteller is a real person – living truly with the brand – even the smallest message can leave a lasting mark.

AI-POWER Video Marketing the key to winning Gen Z in Financial and Banking Communication

Written by admin on . Posted in Our Thinking.

Finance & Banking Industry: Fierce Brand Positioning Competition and the Pressure to Innovate in the AI Era

In its opening, the report paints a clear picture of reality: the Finance & Banking sector is entering an era of brand competition more intense than ever before. Beyond products and services, both traditional banks and neobanks are heavily investing in brand positioning communications through large-scale experiential campaigns — from marathons and concerts to art exhibitions.

Market Context and Potential Audience for AI-Powered Video Marketing in Finance & Banking

Alongside physical experiential events, a new wave is emerging: businesses are beginning to integrate Artificial Intelligence (AI) into their communications, creating digital, personalized, and scalable experiences at lower costs. This is not only a strategic move to stand out but also a way to optimize operations and manpower amid increasingly streamlined marketing budgets.

From a consumer behavior perspective, the report emphasizes the pivotal role of Gen Z — a user group seen as “redefining the entire communications playbook for the banking sector.” Gen Z is no longer captivated by traditional TVCs or one-way advertising. They actively seek digital, personalized experiences and particularly love video — spending an average of up to 18 hours per week watching online videos. Video has become the “primary language” between brands and this audience.

This presents a clear challenge for finance and banking communicators: how to both retain Gen Z with modern, personalized experiences and leverage AI to optimize costs and operations in the 4.0 technology era.

AI-Powered Video Marketing: A New Format Unlocking Gen Z Customer Experience

The solution proposed by the report is AI-powered Video Marketing — not only a trending format but an increasingly strategic tool enabling financial brands to connect more effectively with younger customer segments.

By applying AI in areas such as creating virtual characters, personalizing scripts, automating video production, and distributing content by audience segment, banks can cut production time from weeks to just hours — while delivering vibrant, relatable, and personalized content. In particular, AI enables brands to quickly ride trends, matching Gen Z’s “instant need–instant like” behavior.

Overview of AI Video Marketing in the Finance & Banking Industry

To help readers better understand this format and gain a big-picture view of AI-powered Video Marketing strategies in finance, the second section of the report covers:

  • Definition and essence of AI Video in the financial sector
  • Strategic benefits (speed to market, personalization, cost optimization, etc.)
  • Three categories of AI Video applications tailored to management goals
  • A five-step standard implementation process, from goal setting to performance measurement

Uniquely, the report goes beyond theory by interweaving expert commentary from Novaon Digital, clarifying operational principles, risks to avoid, and success factors for ensuring AI delivers real value in communications.

This section serves not only as a strategic guide but also as a practical playbook for businesses looking to adopt AI Video Marketing — structured, flexible, and opening new directions for banking communications.

AI Video Marketing Formats: From AI TVCs to Expert Avatars — Actionable Case Studies

The third section dives into AI Video Marketing deployment formats for Finance & Banking. Readers will find not just theory but actionable strategies supported by detailed, easy-to-apply case studies.

Strategies for Applying AI-Powered Video Marketing in the Finance & Banking Industry

The three main strategic formats identified include:

  • AI TVC — Creating video commercials using AI-generated images and characters
  • AI Expert Video — Turning real experts into AI avatars to deliver knowledge
  • Conversational AI Human Video — Using 3D AI characters capable of natural human-like interaction

Each strategy is analyzed in detail, including its definition, implementation approach, benefits, and lessons from real-world applications in international companies.

One example in the report is the AI TVC format, where AI is used to create a character’s visuals, expressions, and voice, while all concepts, scripts, and strategic direction remain human-led. This approach shortens production timelines, reduces costs, and allows easy personalization for different audience segments — perfectly suited for Gen Z.

Coign, a U.S. financial company, is among the pioneers, producing a fully AI-generated TVC in just one day — at only 1% of the cost of a traditional TVC. While AI handled the visuals, all storytelling, messaging, and quality control were done by the human creative team. The result: a nationwide campaign that made a major impact and became one of the first AI TVCs in finance, proving the technology’s potential when used correctly.

AI Video Solutions from Novaon Digital’s Media & Marketing Experts

To help financial brands fully unlock the potential of AI Video, the report introduces specialized solution packages developed by Novaon Digital, a pioneer in digital brand experiences.

The three AI solution packages

  1. AI Branding Live — Ideal for livestream campaigns on platforms like TikTok or Facebook Live, where Gen Z is highly active. This format combines real and virtual KOLs, enabling brands to connect emotionally with audiences through advisory content, mini-games, and personalized brand interactions.
  2. Createch AR/VR — Delivers an immersive brand experience where users not only watch but interact with the brand in a virtual environment. Perfect for product launches, ESG campaigns, or brand anniversaries, this solution elevates modern brand image and sharpens differentiation.
  3. E! Show AI — Communicates financial content through entertaining talk shows featuring AI KOLs and relatable storytelling. Highly effective for Gen Z, who favor authentic, emotional, yet modern and viral-ready content.

The report provides an overview of each package, along with implementation processes, real-world use cases, and guidance on selecting the right solution for specific communication goals.

Conclusion

In an era where the Finance & Banking sector is enhancing customer experiences across all digital platforms, adopting AI-powered Video Marketing is not just a temporary trend but a long-term strategy to meet the expectations of the new consumer generation.

From creating content faster and reducing costs to enabling deep personalization and emotional connection, AI is proving its value as a powerful bridge between financial brands and Gen Z — a highly promising yet demanding customer group.

The in-depth “AI-Powered Video Marketing Trends in the Finance & Banking Industry 2025” report, developed by Novaon Digital’s expert team, delivers not only strategic insights but also actionable processes, application formats, and solution packages to help businesses stay ahead of the curve and gain a sustainable competitive edge.

Explore the full report with Novaon Digital to unlock AI’s potential — and lead the brand race in the digital communications era in here 

Cre: Brands Vietnam

Chiến lược truyền thông: Đầu tư bền vững và hệ sinh thái tài chính trách nhiệm

Decoding the strategic role of CGI in enhancing brand experience in the automotive industry

Written by admin on . Posted in Our Thinking, Strategy, Technology.

In the race toward digital transformation within the automotive industry, CGI (Computer-Generated Imagery) is emerging as a strategic tool — not only to create product visuals but to redefine how brands approach and engage with customers. From virtual showrooms and 360° videos to personalized experiences on digital platforms, CGI unlocks comprehensive innovation in communication and the car-buying journey. This article delves into CGI’s role in the automotive sector through key case studies, along with the challenges and opportunities ahead.

As competition in the automotive market expands from product to digital brand experience, communication becomes a crucial factor in consumers’ decision-making process. Today’s customers don’t just want to “see”; they want to interact, explore, and personalize their journey right from the first touchpoint. This is the moment CGI steps beyond a supportive role to become a strategic tool in automotive communication.

1. A New Wave of Visual Technology: When CGI Leads the Automotive Industry

Vietnam’s automotive market is rapidly evolving in both scale and competitiveness. In addition to product quality, brands now need to emphasize information and visual experience to gain an edge with consumers. Instead of visiting a dealership, most users now begin their car-buying journey in the digital space. According to Think with Google, 95% of car buyers use online tools to research before making a decision, and 86% are influenced by video content, particularly from YouTube, TikTok, and review platforms — a clear sign of how digital communication shapes brand awareness. (Source: Think with Google, 2023)

This trend is further driven by the widespread adoption of the internet and mobile devices. As of early 2024, Vietnam had over 70 million internet users — nearly 73% of the population — with an average of 6 hours and 30 minutes of daily access, mostly spent on social media and online videos. (Source: We Are Social & DataReportal, 2024) In this context, consumers increasingly expect content that is visually appealing, interactive, and easily accessible. They want to “see” the car in real-life environments, observe details, and even “test drive” before ever stepping into a showroom.

However, most automotive brands in Vietnam have yet to catch up with this shift. Product visuals often remain static images, traditional renderings, or one-way TVC-style videos, making it difficult to stand out in today’s highly competitive digital environment. This creates a gap between consumers’ active search behavior and how brands deliver messages — especially as customer demographics trend younger and demand more dynamic digital content.

As a result, new communication solutions — especially advanced visual technologies like CGI — are gaining attention as a potential breakthrough. CGI not only brings products to life more vividly and flexibly but also opens the door to personalization and immersive user simulations right on digital platforms.

As users increasingly begin their car-buying journey online, automotive communication strategies are under pressure. Brands must now show up at the right moment, with striking visuals and a deeply engaging experience. This is where CGI shines. Leveraging its digital communication and visual technology expertise, Novaon Digital supports brands in adapting to this trend through flexible, standardized, and personalized content solutions across customer touchpoints.

Consumer behavior in the modern car market

2. CGI – Redefining Visual Communication in the Automotive Industry

In the automotive sector, imagery has always played a central role in conveying emotion, messaging, and product value. Traditionally, brands relied on physical shoots with real cars, real locations, and large crews. This approach is time-consuming, labor-intensive, and subject to constraints such as weather, logistics, and high costs.

In contrast, CGI offers a new path for visual communication in the industry. Rather than waiting for a finished prototype, brands can build full car models based on CAD data and place them in digitally simulated environments. This dramatically shortens production timelines and allows for easy adjustments to angles, colors, lighting, and backgrounds via software.

Beyond technical and cost benefits, CGI aligns with evolving consumer content preferences. Today’s customers — especially Gen Y and Gen Z — are no longer swayed by static images or traditional TVCs. They seek interactive content, multisensory experiences, and high personalization. CGI enables the creation of 360° videos, virtual showrooms, augmented reality (AR), and even live-streamed events in digital environments — all designed to deliver immersive, tailored experiences to specific audiences.

From a technical solution, CGI is becoming an integral part of automakers’ communication strategies — not only to save costs but to deliver stronger, more personalized, and contextually relevant brand experiences in the digital era.

As visual expectations and user interactivity rise, relying solely on traditional photos or video shoots is no longer sufficient. CGI provides a flexible, cost-efficient image solution, helping brands refresh their storytelling while maintaining emotional impact and visual detail. Novaon Digital integrates CGI into its creative communication services — from visual concepting and virtual showrooms to simulation videos — enhancing engagement and conversion in campaigns.

How is CGI OOH created

3. CGI in Automotive: Breakthrough Opportunities and Challenges to Overcome

The digital revolution is reshaping the entire car-buying journey as consumers increasingly expect seamless, intuitive, and personalized experiences. In this landscape, CGI offers a wide range of opportunities for the automotive industry — from optimizing visual communication to redefining customer experience on digital platforms.

One of CGI’s greatest strengths is its ability to build highly customizable visual ecosystems — enabling consumers to interact with products in unprecedented ways: choosing paint colors, interior designs, or experiencing the vehicle in different scenarios through 3D or virtual reality. CGI also helps brands drastically reduce time-to-market while cutting post-production and filming costs, offering a clear competitive edge in digital-first communications.

However, for CGI to deliver its full strategic potential, automakers must tackle several challenges. Implementing a digital rendering system requires consistent design data infrastructure, specialized technical teams, and tightly integrated workflows across platforms — from websites and virtual showrooms to e-commerce. Without clear strategies and proper investment, CGI risks becoming a costly but disjointed tool with limited effectiveness.

CGI is not a one-size-fits-all solution, but it is a key enabler for the shift toward personalized automotive communication — where imagery is not just seen, but interacted with, customized, and used to inform purchase decisions. When implemented correctly, CGI does more than support marketing — it reshapes how consumers discover, connect with, and fall in love with a vehicle.

Expert insight from Novaon Digital: CGI offers competitive advantages in speed, cost, and user experience personalization. However, success requires smart investment — in data systems, rendering technology, and collaborative workflows. As an integrated strategy and execution partner, Novaon Digital helps brands build effective CGI adoption roadmaps — visually stunning, operationally efficient, and commercially viable.

4. Leading Automotive Brands Using CGI as a Strategic Tool

CGI is no longer just about hyperrealistic visuals — it’s a vital strategic tool helping automakers build brands, engage users, and bridge the gap between virtual and real experiences. Below are three standout case studies (Audi e-tron GT, Honda ADV160/CBR250RR, Honda Civic), each showcasing how CGI plays a role in storytelling, emotional branding, and user interaction.

Case Study 1: Audi e-tron GT – Cinematic Renders Powered by Unreal Engine

Context
Audi aimed to reinforce its premium EV positioning with futuristic, tech-driven imagery aligned with the message “Future is an Attitude.” Filming real-world scenes in studios, cities, or nature posed challenges in cost, time, and environmental control. Audi sought a more scalable, agile solution to meet high-volume content needs quickly.

CGI Solution
Audi partnered with FIXIP Studio and Audi Business Innovation to develop the Automotive Visualization Platform (AVP) using Unreal Engine 5. CAD design data was rendered using ray tracing and real-time rendering, enabling production of visual content in diverse contexts — day, night, urban, or studio — without real-world shooting. The pipeline was automated, reducing time and enhancing creative flexibility.

Results
CGI reduced production costs by around 30% and cut lead times from weeks to hours. The output was visually striking and adapted across media and markets. Audi later scaled AVP across the Volkswagen Group to support content creation for over 1,000 dealerships — making CGI a core platform in its digital communication strategy.

Audi e-tron GT – Cinematic Renders Powered by Unreal Engine

Case Study 2: Honda ADV160 & CBR250RR – Fully CGI-Animated Commercials

Context
In its push to reposition as youthful and creative, Honda identified the ADV160 and CBR250RR as breakthrough models. For ADV160 — a versatile model targeting young users — Honda wanted to evoke a sense of adventure even in everyday rides. Meanwhile, CBR250RR’s sporty look needed a fresh visual language to appeal to dynamic, thrill-seeking users.

CGI Solution
Honda launched a campaign using full 3D CGI animation. For ADV160, the video “DISCOVER NEW EXCITEMENT” reimagined a daily ride as an adventure — with throttle motion, ambient lighting, and rider movements precisely crafted using CGI and test-rider references. For CBR250RR’s “PLAY LEGIT,” Honda blended everyday city scenes with sci-fi elements to capture a futuristic athletic spirit. All visuals were high quality, integrating 3D textures and lighting effects for a cinematic short-film feel. (Source: global.honda, 2023)

Results
Both videos — ADV160 “DISCOVER NEW EXCITEMENT” and CBR250RR “PLAY LEGIT” — won the 2023 Red Dot Brand & Communication Design Award, a global design benchmark. The success affirmed CGI’s power in storytelling, helping Honda connect with younger consumers in a visually compelling and inspiring way.

Honda ADV160 & CBR250RR – Fully CGI-Animated Commercials

Case Study 3: Honda Civic – Interactive “Real View Test Drive 360°”

Context
Post-COVID, younger consumers — especially Gen Z and Millennials — have shifted to digital-first experiences. They wanted realistic test drives at home, without showroom pressure. Honda recognized that traditional dealerships no longer met this need and sought a creative solution to reinvent test drives digitally.

CGI Solution
Honda developed “Real View Test Drive 360°,” an interactive CGI test drive experience. The cabin, dashboard, ambient lighting, and road conditions were all digitally simulated in high fidelity. Users could rotate the 360° camera on a web interface, exploring seat textures, instrument panels, interior space, and overall feel — all from home. This marked the first step toward immersive, location-free virtual test drives.

Results
Although Honda did not disclose exact figures, the experience drew strong digital engagement — longer view times, more website interaction, and higher emotional connection to the Civic before showroom visits. More importantly, CGI helped Honda create a new, immersive, shareable test-drive experience — paving the way for the industry’s digital transformation.

Honda Civic – Interactive “Real View Test Drive 360°

Conclusion

As consumer behavior becomes more digitized and personalization sets a new standard, CGI is emerging as a strategic tool in automotive communication. It enables brands to shorten production cycles, reduce costs, and refresh storytelling — while designing interactive experiences that let customers “touch” products in more immersive, intentional ways. Case studies from Audi and Honda prove that CGI is no longer experimental — it’s the new standard for brands looking to move fast, go far, and build stronger user connections.

However, to unlock CGI’s full potential, brands must overcome significant hurdles — from technical infrastructure and design data to platform integration across digital touchpoints. CGI is not just beautiful imagery; it’s part of a personalized experience strategy where each video or virtual setting serves a single purpose: to help customers understand and choose products more intuitively. In the era of experience-led competition, CGI does more than attract — it builds long-lasting brand-consumer relationships.

Novaon Digital launches Nobo 2025: A declaration of strength from core capabilities

Written by admin on . Posted in Creative, Our Thinking, Strategy.

In June 2025, Novaon Digital officially introduced the new 2025 version of its brand mascot, Nobo, aiming to express a clear commitment to its transformation journey into an agency that delivers brand experiences through three distinct core capabilities: Strategy – Technology – Creative.

Affirming the core capabilities

Novaon Digital is entering a pivotal phase of strategic transformation, firmly asserting its position as a pioneering agency in the realm of digital brand experience transformation. With the mission to “Digitally transform Brand Experience with Strategy, Technology and Creativity,” Novaon Digital is committed to providing comprehensive solutions that blend sharp strategy, cutting-edge technology, and breakthrough creativity.

The reimagining of the Nobo mascot is the natural outcome of this repositioning process. The former Nobo persona, though once a faithful companion, is no longer sufficient to convey the core competencies and core values that Novaon Digital currently possesses and continues to develop.

On the journey to becoming an integrated agency – one that encompasses all capabilities in digital brand experience – refreshing the brand mascot is a strategic move to properly express brand identity and leave a distinctive mark in the minds of customers. This is not merely a visual update, but a powerful statement for a redefined Novaon Digital, embarking on its own transformative leap forward.

Nobo – the new brand mascot of Novaon Digital

Novaon Digital officially introduces Nobo 2025 – its new brand mascot, starting from June 2025. In this new appearance, Nobo emerges with three distinct personas: Strategic NOBO, Creative NOBO, and Techno NOBO. Each persona represents a different core capability and takes on its own “mission” in the journey to conquer digital brand experience.

Nobo is not only friendly and approachable in appearance, but also embodies the spirit of creativity and innovation – serving as an inspiration to clients and the broader community. From this emotional connection begins a journey to explore the brand galaxy, unlocking boundless creative opportunities.

Nobo carries with it the “Brand X seed (Brand Experience)” – a symbol of life, growth, and innovation – breathing life into barren planets with vibrant, human-centered brand experiences. From here, the planet of Novaon Digital becomes the launchpad for compelling stories, where Nobo joins brands in overcoming the toughest challenges of the digital universe.

To fulfill this special mission, a capable Nobo will embody three distinct powers:

#1: Strategic NOBO: A strategic mind & a strong “right-hand” – Assistant Droney

Bearing the essence of Strategic NOBO, the Strategy persona represents a visionary leader – always at the forefront of analysis, planning, and offering strategic direction for brands. Strategic NOBO is forward-thinking, able to identify the right “brand problems” and propose breakthrough solutions to remove barriers and pave the way toward a thriving brand experience planet.

Nobo’s strategic strength lies not only in systemic thinking but also in the ability to coordinate seamlessly with the team – especially with Droney, the intelligent tech assistant always by its side. This duo forms an ideal partnership, enabling brands to realize two core solutions: Re-design Brand Experience and Re-invent Growth – laying a solid foundation for comprehensive transformation.

Character design: Strategic NOBO

#2: A creative soul & sharp intellect – Creative NOBO

As a member of the Creative persona group, Creative NOBO is the artistic energy that flows through every campaign – from visual design to storytelling through words. Always fresh, distinctive, and inspiring, NOBO Creative brings a rich reservoir of ideas and knows how to strike emotional chords and attract the right target audiences for each brand.

NOBO is not only a wellspring of creativity, but also possesses sharp analytical thinking – ensuring that every idea has strategic grounding and every story carries both depth and emotion. Creative NOBO stands for the spirit of bold thinking and bold doing, ready to break norms and create explosive, personality-rich communication moments.

In every campaign, the presence of a creative Nobo acts as a catalyst that ignites brand experiences in a unique and memorable way.

Character design: Creative NOBO

#3: A technology master & trend guide – Techno NOBO

Have you ever wished for a smart assistant with a vast data bank and sharp analytical capabilities to solve any issue in a flash? That’s exactly what Techno NOBO is – a persona that represents technological power and data intelligence within the Novaon Digital universe.

With a keen technological mind, Techno NOBO can retrieve, organize, and analyze data flexibly, enabling fast, precise, and effective execution of marketing campaigns. Technological prowess is the final puzzle piece completing the ideal “Brand Experience” picture – where every decision is driven by data and continuous innovation.

Techno NOBO’s personality is always shaped by trend sensitivity, a passion for exploration, and a tireless capacity for self-upgrade. This makes the character rarely falter when faced with complex problems – instead, NOBO keeps innovating, experimenting, and optimizing to deliver pioneering solutions, guiding brands through holistic digital transformation.

Character design: Techno NOBO

3. Reflecting brand vision: Creating new value with Nobo 2025

The reinvention of the Nobo mascot is not just a visual refresh, but a powerful statement about the vision and values Novaon Digital is pursuing. The complete version of Nobo is a vivid reflection of the core capabilities, unwavering spirit, and sustainable mission that Novaon Digital has built over 19 years of development.

With the goal of becoming a leading regional enterprise in Brand Experience Digital Transformation, Novaon Digital continues to affirm its commitment to supporting businesses – delivering systematic, creative, and breakthrough solutions. The new image of Nobo is the symbol of that promise: relentless innovation, continuous value creation.

Nobo will be a powerful companion in marketing campaigns, helping brands “breathe soul” into every experience through three core strengths: sharp strategic thinking, outstanding creativity, and solid technological foundation.

Join us in welcoming the explosive debut of Nobo across social media platforms, digital productions, character branding, online/offline events, and throughout Novaon Digital’s new visual identity system. The journey has only just begun – and Nobo will be the inspirational guide leading the way.

Communication Strategy: Sustainable investing and a responsible financial ecosystem

Written by admin on . Posted in Creative, Our Thinking, Strategy.

This poses an urgent requirement for communicators in the financial sector: to break away from the conventional product-promotion framework. This is no longer a competition about products or transaction fees, but about how to build a brand with depth, communicate responsibly, and focus on sustainable customer experiences.

On this topic, Mr. Choi Yun Sun – Chief Financial Officer (CFO) of KB Securities Vietnam (KBSV) – commented that if positioned correctly, communication can become a strategic lever in shaping market perceptions. Rather than chasing short-term trends, KBSV chooses a different approach: placing financial education and ESG (Environmental – Social – Governance) principles at the center of its communication strategy. This is not to “convince” but to “nurture” long-term trust and understanding from investors.

Brand Experience (BX) Expert is a column by Novaon Digital in collaboration with experts from various brands, bringing practical analyses and brand-building strategies using a modern approach deeply connected to customers.

Hello Mr. Choi, in your opinion, how should the aspect of sustainable investing in communication strategy be understood – especially in the current Vietnamese market context?

From a financial management perspective, I believe sustainable investing is not just a long-term financial strategy but also a way for businesses to demonstrate brand identity through every market touchpoint, with communication playing a central role.

Mr. Choi Yun Sun’s perspective on sustainable investing

With changing investor behavior – especially among younger generations – businesses merely providing financial products is no longer enough. They want to understand the value behind the brand, feel its social responsibility, and experience consistent companionship through each message, platform, and communication channel.

Therefore, sustainable investing needs to be reflected consistently in communication strategy: from providing accurate financial knowledge, building an in-depth content ecosystem, to maintaining transparent, consistent dialogues with the investor community.

Instead of merely reacting to the market, we aim to lead perceptions. Communication, when oriented towards education and responsibility, can transform a fragmented investment journey into a profound brand experience capable of building long-term connection. This is how KBSV positions itself: not just as a financial institution but as a brand that plays a role in shaping a mature and sustainable investor community.

There is an opinion that “ESG is a core factor in the brand identity of the financial sector”. What is your view on this?

In recent years, ESG (Environmental – Social – Governance) factors have become an important part of many financial organizations’ development strategies. However, how ESG is communicated externally still often has a gap with internal realities. The biggest challenge is not about what is conveyed, but whether the communication truthfully and consistently reflects the actual values the organization is operating on.

For communicators in finance, ESG will not create differentiation if it only exists on strategic slides, press releases, or KPI sheets. Instead, it is the consistency from internal behaviors, governance policies, to how the brand advises and serves customers that builds trust. I believe ESG communication is not a campaign but a living manifestation of the values the organization is pursuing.

Mr. Choi Yun Sun’s perspective on ESG

A deep financial brand must be “felt” through every touchpoint: how customers are responded to, the attitude of advisors, transparency in reporting, and even the communication style on social media. When communication demonstrates alignment between internal values and external image, it is no longer just a tool to “push out messages” but becomes a “mirror” that naturally and sustainably reflects brand culture.

From your management experience, what is the role of financial education in today’s communication strategies?

Today, new investors are entering the market with a vast amount of information from multiple sources, but not all of it is of equal quality. If financial companies only provide trading tools, they are merely addressing the tip of the iceberg. What is lacking is a solid foundation of understanding to build analytical skills, identify problems, make decisions, and not be swayed by emotions or speculative psychology. In this context, the role of communicators in finance is not just to convey information but to guide perceptions through systematically and strategically built financial education content.

Mr. Choi Yun Sun’s perspective on financial education

Personally, I do not consider financial education as a “cost” but as a “strategic investment” in customers, market health, and the long-term value of the business itself. Communication is the extension that enables this investment to yield results.

When a financial brand acts as a “trusted guide” through educational communication, that is when the relationship between the business and the investor goes beyond mere transactions.

How can financial education activities not be viewed as supplementary, but become a pillar in the long-term strategy of financial firms, in your view?

This is a question that I think communicators in finance must first ask themselves. For a long time, financial education has been categorized as a supporting activity – not directly generating revenue and thus not prioritized in brand strategy. However, current market realities are proving otherwise.

With the rise of a new investor generation – younger, more independent, and demanding clearer practical experiences – educational communication is becoming a strategic factor. But to achieve this, financial firms must truly believe this is a “core value”, not just a social responsibility, but part of their brand positioning journey.

Communicators need to shift from dry delivery to creating a liberating content ecosystem: easy to understand, connected to real investment scenarios, inspiring, and empowering investors. Communication should not just say “we care about investors” but prove it every day through valuable, in-depth, and educationally guided content.

In your opinion, what is the most important criterion in communication strategy for a financial company to grow sustainably in the next five years?

In the next five years, revenue growth or product coverage will certainly remain important metrics. But from a brand perspective, the critical criterion – especially for communicators – is “trust”. In finance, where the line between opportunity and risk is thin, trust is not just an asset but the foundation for brands to develop long-term, regardless of market volatility.

For communicators, building trust cannot stop at saying the right thing at the right time or running trending campaigns. It is a continuous process requiring consistency in messaging, transparency in communication, and responsibility in every content activity. There needs to be a shift from “communicating to sell” to “communicating to support the investment journey”. Each touchpoint must create a sense of security and companionship for investors.

Mr. Choi Yun Sun’s perspective on the key factor for communication development

Today’s communicators, if they truly want their financial brands to grow sustainably, must see communication as a strategy to build trust – not just a tool to handle situations.

What expectations do new-generation investors have of responsible businesses?

The new generation of investors is demanding more from businesses. They are not just seeking profits but want to be accompanied by transparent, responsible financial organizations with long-term vision. This poses a new challenge for financial communicators: How can brand messages reflect true values, not just strategic words?

Today’s communication must shape the image of a responsible brand through every content piece, platform, and interaction. Brands that only sell products will soon lose ground to those building investment ecosystems – where information is clear, advice is ethical, and the investment journey is genuinely supported. For these new investors, “authentic” experiences and sustainable development commitments are not additional values but brand selection standards.

Mr. Choi Yun Sun’s perspective on future market direction

At KBSV, we integrate ESG principles directly into our brand communication system: from disseminating knowledge through the KB Academy program, building user-friendly digital platforms, to producing content that enhances personal financial capability. Each communication campaign aims to nurture sustainable investing behavior – not through slogans, but through real experiences.

In finance, where products are increasingly similar and technology can be easily replicated, brand value is defined not by what a business owns, but by how it treats investors. Ultimately, what communicators need to build is not just a good product, but a deep enough journey for investors to feel they are growing with the business.

★★★

Expert commentary – Novaon Digital

In the context of a financial sector transforming strongly with a younger investor base and rising expectations for brand responsibility, Mr. Choi Yun Sun’s sharing is a profound, practical summary with long-term strategic value for communicators.

From redefining communication as not just a sales tool but a “perception guide”, to integrating financial education and ESG as strategic pillars – Mr. Choi shows us that building a financial brand today is a vibrant and deeply responsible journey.

What is particularly noteworthy is his emphasis on consistency between internal and external – a core principle in modern financial branding often overlooked. Mr. Choi does not talk about communication in technical terms, but as a cultural capability – something shown through every behavior, interaction, and piece of content, however small.

For Novaon, this was not merely an interview but a strategic dialogue. These insights will inspire Vietnam’s financial communication community to shift their mindset – from short-term to long-term, from execution to creation, from content to value systems. Ultimately, a sustainable brand does not lie in what we say, but in how we live and communicate what is right.

Source: Brandsvietnam

Onlead managemnet in the Automotive Industry: winning Customer wirh Data and Personalized experiences

Written by admin on . Posted in Creative, Our Thinking, Strategy.

Part 1. Vietnam Automotive Market: The Battle of Data and Customer Experience

Vietnam’s automotive sector is entering an intense competitive phase where brand or price are merely prerequisites. Today’s customers demand far more – personalized experiences, superior benefits, and clear, trustworthy after-sales commitments.

The market is also witnessing a surge in user data on digital platforms. According to Kantar, 89.7% of users aged 16–64 use Facebook, 88.5% use Zalo, and 77.8% are on TikTok. This is a massive customer base, offering automotive companies vast potential to reach and engage.

Conquering Automotive Customers: Data Management Combined with Personalization

However, customer data today remains horizontally fragmented – each platform holds separate pieces of information, making overall data collection disjointed and lacking systematization. As a result, businesses struggle to obtain a full view of each customer, limiting their ability to analyze behaviors, understand needs, and optimize personalized experiences along the buying journey.

Consequently, despite investing heavily in digital advertising, many companies still face challenges in lead management. Customer data is not systematically collected or managed, leading to potential customer loss, high conversion costs, and disjointed communication journeys. Novaon Digital’s internal research shows that up to 60% of automotive companies lack clear lead management processes, resulting in 30–40% of potential customers being missed even after initial engagement.

Moreover, failing to optimize customer experiences and not understanding each individual’s journey has significantly reduced brand loyalty in the automotive sector. According to S&P Global’s 2024 survey, brand loyalty in the industry is at its lowest point in eight years. This reflects intense competitive pressure, forcing companies to continuously create new value to retain customers – something that cannot be done without the support of modern big data solutions to deeply understand each customer and enhance business performance.

This raises a key question: How can automotive businesses collect, classify, and effectively utilize customer data to enhance personalization and build brand loyalty in today’s era of comprehensive brand experiences?

Part 2. OnLead Solution – A Comprehensive Lead Management Platform for Automotive

Faced with increasingly complex lead management challenges, OnLead Management emerges as an all-in-one solution tailored to the automotive market’s specific needs. Unlike conventional lead collection tools, OnLead is a multi-channel lead management platform, enabling businesses to collect real-time data from Facebook Ads, Zalo Ads, Google Ads, chatbots, websites, hotlines, and centralize them into a single MiniCRM. The system automatically deduplicates, filters for quality, and removes unqualified leads, ensuring clean, ready-to-use data.

OnLead’s outstanding strength lies in its intelligent lead classification by car model, customer need, and region, before instantly distributing leads to the appropriate sales teams within minutes – a critical factor in an industry where response speed heavily influences conversion rates. Additionally, its lead scoring & prioritization feature ranks leads based on conversion potential, allowing sales to optimize resources and focus on truly high-potential customers.

Conquering Automotive Customers: Data Management Combined with Personalization

OnLead integrates with Meta Conversion API, synchronizing data bi-directionally with CRM and ad platforms, allowing lead data to feed back into advertising systems for machine learning optimization, improving lead qualification rates and reducing marketing costs. It also provides lead journey tracking, enabling businesses to monitor the entire customer journey, identify bottlenecks, and optimize processes and experiences – crucial at a time when automotive brand loyalty is at an eight-year low (S&P Global).

Part 3. Case Studies: Honda & GAC Motor – Driving Conversion Growth with OnLead Management

After analyzing the market context and OnLead Management’s solution, let’s look at two typical case studies from BMW and GAC Motor. Each brand faced different challenges but leveraged OnLead to optimize lead management, improve conversion rates, and strengthen brand position.

Case Study – GAC Motor “Where Craft Meets Technology”: Enhancing Customer Experience with Quality Leads

In 2025, GAC Motor, a Chinese automotive brand, implemented OnLead Management from its early days in Vietnam. Entering the market with premium gasoline cars, it faced major challenges due to prejudices about origin and quality. Vietnamese consumers are both price-sensitive and highly demanding in experience and after-sales service, while GAC’s lead management system was previously manual and scattered, resulting in lost leads and slow response times.

To address this, GAC Motor aimed to build an automated system for collecting, classifying, and distributing leads to accelerate response time, track the entire customer journey, and improve sales performance. Novaon Digital deployed OnLead Management, enabling GAC Motor to automatically collect real-time leads from paid media, owned media, chatbots, social media, and websites, centralizing them into a single MiniCRM.

The system automatically deduplicated, filtered for quality, intelligently classified leads by car model, need, and region, then instantly distributed them to the right sales team. A standout feature was lead quality scoring, supporting sales and customer service teams to personalize consultation and care. Additionally, OnLead synchronized data bi-directionally with CRM and Meta Conversion API, optimizing ad budgets while tracking the entire customer journey to reinvest effectively in performing channels.

Conquering Automotive Customers: Data Management Combined with Personalization

As a result, GAC Motor collected over 1,667 leads, including 800 qualified leads, and sold 89 cars, demonstrating the effectiveness of lead management strategies even in market entry stages. Lead processing time was reduced to just 5–10 minutes per step, helping GAC Motor build a modern, professional brand image and a solid foundation for sustainable growth in Vietnam.

Case Study – BMW “In a Luxury Segment Racing: From a Drift to a Hit”: Growing Quality Leads & Optimizing Premium Customer Experience

Between 2022–2023, BMW Vietnam expanded its dealership network to drive sales growth while facing declining luxury car demand and fierce competition. As a premium brand, BMW needed not only to effectively reach potential customers but also to optimize sales strategies to maintain its leading position.

To tackle this, BMW partnered with Novaon Digital to implement OnLead Management, building a comprehensive lead management ecosystem. The solution enabled BMW to collect real-time lead data from Facebook Ads, websites, chatbots, and centralize it in a single MiniCRM. The system automatically deduplicated, filtered for quality, and classified leads by car model, need, and customer behavior, then quickly distributed them to sales teams with real-time notifications. OnLead also featured lead scoring, ranking and prioritizing potential customers to help sales optimize resources and improve closing rates.

Conquering Automotive Customers: Data Management Combined with Personalization

OnLead’s integration with CRM and Meta Conversion API allowed ad targeting optimization through machine learning. BMW also combined this with Meta AR ads inspired by Need For Speed, along with impactful social media and PR content, enhancing brand awareness and customer experience.

As a result, BMW saw positive improvements in quality lead rates, response speed, sales performance, and brand engagement in the luxury segment, affirming its pioneering role in digital transformation and premium customer experience optimization in Vietnam.

Conclusion

In the digital era, where data and speed determine competitive advantage, building a comprehensive customer data management system combined with personalization strategies is no longer optional but mandatory for automotive businesses.

Solutions like OnLead Management not only optimize operational processes but also unlock big data potential, creating a solid foundation for sustainable growth and long-term marketing strategies.

Source: Brandsvietnam

Gamification Marketing Trends in the Automotive Industry: Enhancing Customers Experience, Strengthening Brand Connection 

Written by admin on . Posted in Creative, Our Thinking, Strategy, Technology.

1. Market context of Gamification Marketing in Vietnam’s automotive industry and potential customer segments

Vietnam’s automotive industry is undergoing a clear transformation, as consumer behavior changes rapidly, digital technologies advance strongly, and buyer expectations continue to rise. In an increasingly competitive market, brands not only need to improve their products but also create cohesive, engaging, and highly personalized customer experiences.

The “Market context of Gamification Marketing in Vietnam’s Automotive Industry” section in the document provides an overview of the current situation of the sector. The report shows that the global gamification market is growing rapidly, projected to reach USD 92.51 billion by 2030 with a CAGR of 26.02% (according to Mordor Intelligence). Meanwhile, Vietnam’s gamification market is also forecasted to grow by 27% within just the next three years (according to 6WResearch) – indicating the breakthrough potential of this trend. Additionally, the report highlights key drivers of development as well as challenges in implementing Gamification Marketing in Vietnam.

Market context and potential customer segments of Gamification Marketing in the Automotive industry

Source: Novaon Digital

One highlight of the document is the behavioral analysis of Gen Z and Gen Y – the two main consumer groups in today’s market. Key characteristics such as their habits of using social media, preference for interactive experiences, and demand for instant feedback were thoroughly compiled and analyzed, showing a clear shift in how younger generations approach and choose brands.

The document affirms that gamification is not merely an entertainment tool but a strategic approach for automotive brands to effectively reach and engage with Gen Z and Gen Y – the young consumers leading the new consumption wave.

2. The importance of Gamification Marketing in the Automotive industry

As consumers increasingly demand more interactive and personalized experiences, automotive brands can enhance their connection, brand love, and conversion effectiveness through Gamification Marketing strategies.

The report “Gamification Marketing Trends in Automotive: Enhancing Customer Experience and Brand Connection” outlines three core values that Gamification Marketing brings to automotive businesses:

Enhancing interactive and emotional experiences throughout the customer journey
Unlike traditional communication forms, gamification transforms one-way interactions into immersive, interactive, and enjoyable experiences. Through quizzes, role-playing games, or virtual test drive simulations, users actively explore products in a personalized context, thereby developing positive emotions and stronger brand attachment.

Especially in the automotive sector – where purchase decisions are often tied to emotions – creating engaging experiential touchpoints can shorten the buying cycle and significantly increase conversion rates.

Three core values of Gamification Marketing in the Automotive industry

Source: Novaon Digital

Increasing brand recall and content virality

Gamified elements such as points, leaderboards, or achievement-sharing challenges encourage users to return multiple times and voluntarily share content with their friends. According to the report, over 87% of young users are willing to share content if they find it interesting and can “show off” their achievements.

Gamification not only helps users better remember product messages but also creates a strong viral effect on digital platforms – a particular advantage in industries with long purchasing cycles like automotive.

Collecting behavioral data and optimizing CRM strategies

Through interactive games, brands can design registration mechanisms, quizzes, or reward point systems to collect valuable information about customer behavior, needs, and levels of interest. This forms the basis for automotive businesses to build automated customer care strategies, optimize marketing costs, and improve long-term sales effectiveness.

User data is no longer just “statistics” but becomes a strategic asset when properly integrated into CRM systems.

Overall, Gamification Marketing is not merely temporary entertainment but a strategic tool that transforms every interaction into a memorable experience. When implemented systematically, gamification not only strengthens emotional connections but also creates data value, virality, and practical business effectiveness in the digital era.

3. Gamification Marketing strategies for the Automotive industry

The next section of the document focuses on Gamification Marketing formats that many automotive brands are applying to build deeper connections with younger generations. As emotional experiences become decisive factors in consumer behavior, gamification is seen as a “key” for the Automotive industry to overcome traditional interaction barriers, while shaping a more modern, creative, and relatable brand image. This approach aligns with the Strategy – Creative – Technology methodology that Novaon Digital, the leading integrated Digital Marketing solution provider, is focusing on to build comprehensive brand experiences for digital consumers.

The document analyzes four prominent Gamification Marketing formats effectively applied in the Automotive industry:

  1. Quiz Games – personality quizzes that help define preferences and choose car models
  2. Virtual Test Drives – experiencing driving simulations on digital platforms
  3. Puzzle Games – creative games that help customers remember brand messages
  4. Role-Playing Games (RPGs) – immersive experiences where users embody car owners in personalized journeys

Gamification Marketing Trends in Automotive: Enhancing Customer Experience and Brand Connection

Formats applying Gamification Marketing in the Automotive industry under the SCT model.
Source: Novaon Digital

This section goes beyond theory, offering deep analyses of each format, its specific benefits, and its ability to create strong viral effects on digital platforms. The practical examples illustrated in the document help businesses clearly envision how each format can spark curiosity, maintain engagement, and drive purchase decisions – especially in the journey to win over Gen Z and Millennials, the consumer groups currently dominating the market.

4. Gamification Marketing solution packages from Communication – Marketing experts

To help brands and businesses fully leverage the potential of Gamification Marketing in the Automotive industry, the document introduces three key solutions designed by Novaon Digital’s team of experts. Each solution is not only developed on interactive technology platforms but also personalized according to specific communication objectives, aligning with the behaviors and expectations of the new generation of customers.

Gamification Marketing solution packages from Novaon Digital
Source: Novaon Digital

Specifically, the document focuses on three prominent gamification formats:

  1. Biometric games – quiz games that help players explore themselves through personality “archetypes”. This solution personalizes the experience and suggests suitable products, while supporting brands in attracting high-quality leads.
  2. RPG role-playing games – allow players to embody characters and complete missions tied to brand messages, thereby increasing interaction and delivering brand storytelling in a vivid and emotional way.
  3. Puzzle games – simple, easy-to-play games that allow users to earn points to redeem gifts and remember the brand through light entertainment experiences.

Importantly, the document also illustrates how these solutions can be integrated across digital platforms (web, social, microsites, etc.) to optimize interaction while measuring real effectiveness throughout the customer journey. This is a practical reference for automotive businesses to strategically, effectively, and appropriately implement gamification, in line with the growing trend of personalization today.

5. Conclusion

The “Gamification Marketing Trends in Automotive: Enhancing Customer Experience and Brand Connection” document, compiled by Novaon Digital, aims to provide a comprehensive view of the role of gamification in Automotive Communication – Marketing strategies. From clarifying Gen Z and Gen Y consumer behaviors, analyzing effective implementation strategies, to introducing practical solutions tailored to Vietnamese businesses, the document offers practical suggestions to help brands innovate customer experiences and increase competitiveness in the market.

Novaon Digital is proud to accompany businesses in building digital, creative, and sustainable brand experiences. Download the full document now to explore the potential of Gamification Marketing with Novaon and apply it successfully in your Automotive communication campaigns.

Source: Brandsvietnam

“Ngưng để không ngừng”: A “new angle” in the Tet marketing race

Written by admin on . Posted in Creative, Our Thinking.

Context

In 2024, the global economy showed signs of recession, leading to tighter spending and decreased interaction between customers and brands. Although consumers were exposed to many promotional advertising campaigns, their participation in interactive activities was more limited than before. Therefore, the brand wanted to listen more deeply to customers, understand each individual’s emotions and needs, and implement personalized activities to better meet their expectations and desires.

HDBank Credit Card has run Lookback campaigns in recent years, dedicated to cardholders. At the end of 2024 and before the Tet holiday of 2025 (Year of the Snake), HDBank Credit Card wanted to use this time to strengthen its solid relationship with existing customers while attracting the attention of potential customers through subtle and creative communications. The campaign’s objective was not only to show gratitude to customers but also to build Brand Love, create deep connections, and bring a fresh breeze with positive messaging, sparking vibrant conversations about HDBank Credit Card on social media platforms.

With the brand positioning of “bringing the greatest benefits”, HDBank Credit Card focuses even more strongly on its strategic direction of “Artful Spending”, helping young customers maximize their benefits by spending with HDBank cards that come with attractive, flexible, and convenient offers. The HDBank card is not just a financial tool, but a companion that elevates spending experiences, connecting people to a modern, smart, and creative lifestyle. This is an important premise for HDBank Credit Card to expand and reach younger customer segments during 2025–2030.

Campaign Objectives

  • Express gratitude to customers: Appreciate and value their companionship throughout every journey.
  •  Increase discussions about HDBank Credit Card on social platforms: Promote conversations, sharing, and spreading the message on social channels to enhance brand awareness and engagement.

Insight

Life today is full of pressures and haste, from work and new trends to daily worries. Even when our bodies rest, our minds never stop thinking and worrying. Especially during Tet, when everyone is busy preparing for new plans and goals, the need to feel understood and empathized with becomes even more important. This is the perfect time for brands to send messages about rest and recovery, encouraging people to regain their energy for a fulfilling new year.

While many other brands tend to encourage people to keep pushing forward and striving, sometimes beyond their limits, HDBank Credit Card chose to take a different approach. Instead of creating more pressure, HDBank emphasized the message of “pause” – not to stop everything, but to pause for a moment to relax, to reflect, and to recharge. This is how HDBank shows its support and companionship with customers, recognizing their achievements over the past 365 days of effort, helping them appreciate the value of rest and step into the new year with a refreshed mindset, ready to conquer new challenges.

Instead of creating more pressure, HDBank emphasized the message of “pause” – not to stop everything, but to pause for a moment to relax, to reflect, and to recharge.

Creative Idea

Ngưng để không ngừng

In a relentless “race” context, HDBank delivered a profoundly meaningful message: “Pause to keep moving forward.” This campaign encourages customers to take a break amid their busy lives, to rest and recharge, so they can continue their journey with greater strength.

The campaign successfully conveyed the message: “Pausing for a moment is how we keep moving further,” encouraging customers to enjoy the fruits of their efforts after a year of hard work. HDBank Credit Card wants customers not only to enhance their experiences and discover new things but also to trade moments of busyness for moments of reunion and beautiful memories with family and friends. “Pause for a moment” to continue their unending journey, ready for new plans and upcoming challenges.

Amidst the hustle and bustle of life, with 42% of workers frequently experiencing stress, the campaign’s message served both as a thank-you for their year-long efforts and a gentle reminder to allow themselves to rest briefly, to gain momentum for the road ahead. Beyond focusing on individual well-being, the campaign also clearly reflected HDBank’s commitment to society and the community, as each individual’s growth contributes to a sustainably developing society.

Personalized messages in the campaign:

 Agency staff:
 “Hey Agency mates,
Pause for a bit from overwhelming deadlines,
So you can keep ‘crushing tasks and smashing KPIs.’”

Sales staff:
 “Hey Sales team,
Pause for a moment from chasing targets,
So you can keep closing explosive sales.”

TikToker:

“Hey TikToker,
Pause your reviews for a moment,
So you can keep getting millions of views.”

Mom:
 “Hey Mom,
Pause the housework for a moment,
So you can keep receiving all the love around you.”

Banker:
 “Hey Banker,
Pause your endless overtime for a moment,
So you can keep your enthusiasm strong all year.”

Dad:
 “Hey Dad,
Pause your worries for a moment,
So you can keep being the family’s pillar for a long time.”

Vendor:
 “Hey Shop Owner,
Pause your hardships for a moment,
So you can keep making great sales.”

These messages were crafted to touch emotions and encourage each customer segment to pause briefly to recharge, enabling them to continue striving stronger in both work and life.

HDBank Credit Card chose Firstcom as its partner to implement the campaign through three strategic phases.

Execution Activities

To amplify the message powerfully and build connections with customers, HDBank Credit Card chose Firstcom to implement the campaign across three strategic phases:

1. Teasing – “Hinting” at the message “Pause to keep moving forward”

In the first phase, HDBank hinted at the campaign with engaging teasers, creating curiosity and excitement within the community. The gentle yet deeply meaningful messages, such as “Is it time to stop to keep going?” and “Pause, to never stop fighting?”, were shared via social media platforms, community channels, and online advertisements. These short images and videos prompted viewers to question the necessity of taking breaks in today’s stressful life.

2. Launching – Officially introducing the “Pause to keep moving forward” campaign

This phase marked the official launch of the campaign, with the message “Pause to keep moving forward” delivered more powerfully through emotional activities. HDBank sent thank-you messages to customers via emails and personalized text messages. At the same time, HDBank posted short videos and motivational visuals encouraging customers to spend more time taking care of themselves so they can continue embracing new opportunities.

The content shared focused on emotional storytelling, aiming to deepen the connection between the brand and customers, encouraging them to reflect on what truly matters in life and to regain balance. Additionally, special promotional programs were implemented to express gratitude to loyal customers and motivate them to remain committed to HDBank for the long term.

3. Amplify – Expanding the message and increasing engagement from KOCs/KOLs and customers

After the official launch, HDBank focused on amplifying the message by collaborating with KOCs/KOLs and popular influencers. KOCs/KOLs and influencers shared personal stories about how they “paused” to refresh themselves, motivating others and encouraging customers to join the campaign. Through videos, posts, and livestreams, they conveyed the message “Pause to keep moving forward” in an authentic and approachable way.

Through videos, posts, livestreams, and more, KOCs, KOLs, and well-known influencers conveyed the message “Pause to keep moving forward” authentically and accessibly.

The campaign was further strengthened through interactive activities such as mini-games and the hashtag challenge #NgungDeKhongNgung, where users could share their moments of rest. User-generated posts, images, and videos were widely shared across social media platforms, creating a wave of discussions, spreading the message, and attracting more attention from the community.

These activities not only enhanced engagement but also fostered long-term bonds between customers and the brand, while spreading a positive message about rest and recovery to continue moving forward strongly in life.

With three clear phases and a smart amplification strategy, the “Pause to keep moving forward” campaign not only helped HDBank build emotional connections with customers but also encouraged interaction, sharing, and widespread dissemination across social platforms.

A “fresh breeze” in media utilization and implementation

Especially, HDBank Credit Card’s campaign succeeded not only in delivering the message “pausing is how to keep moving further” but also applied many new tactics to enhance interaction and customer connection. HDBank Credit Card creatively organized special Facebook events featuring KOL participation, developed fun “pause application” content on community pages and fanpages, encouraging customers to share their moments of relaxation and enjoy the fruits of their year-long efforts.

  • Fanpage Facebook: The HDBank Facebook fanpage was used as the main channel to communicate campaign information and directly interact with the community. To create a fresh and approachable vibe, HDBank Credit Card cleverly “acted as” a youthful, dynamic friend, delivering messages through short, cheerful, and accessible content, making followers feel engaged and receptive.
  • Influencer & Community:  HDBank Credit Card also collaborated with popular lifestyle, work, and entertainment fanpages such as “Biết Thế éo đi làm” (Shouldn’t Have Gone to Work), “Cột sống gen Z” (Gen Z Spine), “Gen Z xem gì” (What Gen Z Watches), “Sài Gòn nghen” (Saigon Yeah), “Không hề giả trân” (Not Fake at All) to spread the “Pause to keep moving forward” message. Content was crafted to be relatable to daily life, reflecting the hustle of modern living alongside gentle motivational words, creating a sense of companionship and emotional resonance with the target audience. Additionally, notable KOCs such as popular TikToker Tina Thảo Thi, top reviewer Dương Dê, content creator A Dinh SG, Linh Phạm, Thanh Trường (김남희), Nguyễn Xuân Trí, Nguyễn Thanh Trúc, and others shared their real-life stories around the “pause to keep moving forward” message. This not only helped convey the brand message but also attracted authentic stories that created a deep connection with the community.
  • Email Marketing and SMS: Personalized gratitude messages were sent to each existing HDBank cardholder as of January 2025.

Community pages that joined the “Pause to keep moving forward” campaign

KOCs/KOLs on Facebook who joined the “Pause to keep moving forward” campaign

Campaign Results

In just one month of implementation, the campaign achieved impressive figures across social media platforms:

  • Ranked #1 among banks for credit card discussions from 01/12/2024 to 28/02/2025.
  • Reached over 1.5 million existing and potential customers.
  • Achieved over 1 million views for campaign videos.
  • Generated more than 10,000 comments about the campaign, with a positive sentiment index of 43.56%.

Conclusion

The “Pause to keep moving forward” campaign not only created a strong emotional connection between HDBank and customers but also encouraged people to take time to rest and find balance in their hectic lives. With its meaningful message and creative strategy, this campaign helped HDBank strengthen relationships with existing customers while attracting the attention of new customers, enhancing its presence on social platforms and driving positive interactive behavior from the community.

The “Pause to keep moving forward” campaign not only created a strong emotional connection between HDBank and customers but also encouraged everyone to take time to rest and find balance in their busy lives. With its meaningful message and creative strategy, this campaign helped HDBank Credit Card strengthen relationships with existing customers, attract new customers, increase social media presence, and drive positive engagement from the community.

Source: Brandsvietnam

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