In a context where spending is increasingly controlled, understanding how consumers evaluate and make purchase decisions has become critical for FMCG brands. Following this direction, the first section focuses on the macro context and foundational shifts shaping consumer behavior in the FMCG sector.
1. FMCG Landscape 2026: Macro Uncertainty and Tightened Spending
Entering 2026, FMCG spending behavior is becoming more cautious and calculated under the influence of macroeconomic factors. Below are three key shifts reshaping how consumers allocate budgets and make purchasing decisions.
Geopolitical uncertainty becomes a constant state
According to FMCG Gurus, 32% of consumers are concerned about global conflicts, while 29% express concern about domestic political conditions. These figures indicate that macro factors are no longer distant contexts, but are directly influencing everyday consumer psychology.
Amid unpredictable conditions, consumers tend to maintain a cautious mindset and prioritize safety in financial decisions. As a result, purchasing behavior becomes more restrained, especially for non-essential spending.
The gap between saving intentions and actual spending is widening
Data from Deloitte ConsumerSignals as of March 2026 shows a notable divergence: while savings and investment increased by 12%, total spending declined by 8%. This clearly indicates that consumers are actively restructuring how they allocate their finances.
The rise in savings alongside declining spending is becoming increasingly evident.
(Source: Deloitte ConsumerSignals)
Consumers are not stopping spending, but they are exercising tighter control over how they spend. Purchasing decisions are no longer based solely on affordability, but are tied to maintaining financial safety in a volatile environment.
FMCG becomes a category under strong optimization pressure
According to Deloitte ConsumerSignals as of March 2026, spending on food and essential goods accounts for a significantly lower proportion compared to fixed expenses such as housing or education. This indicates that FMCG, despite being a frequent necessity, is among the most adjustable categories in the short term.
FMCG spending is under strong optimization pressure within the consumer basket.
(Source: Deloitte ConsumerSignals)
As budgets are reallocated, consumers tend to tighten smaller but frequent expenses. FMCG therefore becomes a flexible zone where behaviors such as brand switching, reduced purchase frequency, or value optimization occur more prominently than in other spending categories.
Macro pressure, rising saving behavior, and FMCG’s flexibility as an adjustable category are leading consumers to control daily spending more tightly. Spending is no longer about cutting or maintaining, but is shifting toward actively optimizing each purchase decision.
2. Smart Spending and Key Trends in FMCG Purchasing Behavior
As spending becomes more controlled, FMCG purchasing behavior is shifting toward a more proactive and calculated approach. Smart Spending is no longer a situational response, but is becoming a dominant mindset in everyday decision-making.
Smart Spending is not simply about cutting costs, but about maintaining consumption while actively optimizing value in each purchase. Price is no longer the sole factor, but is evaluated in relation to the actual benefits received. This requires consumers to carefully weigh cost against value, while pushing brands to demonstrate value more clearly and convincingly. This mindset is reflected in four key trends shaping FMCG behavior today.
Spending is no longer centered on price, but on real value in each purchase decision
(Source: Novaon Digital)
Trend 1: Comfort Zone (Seeking reassurance in everyday choices)
In an environment filled with pressure and uncertainty, consumers tend to prioritize choices that feel safe and predictable. Purchasing decisions are influenced not only by functional needs but also by perceived risk, leading them toward products with clear information, familiar benefits, and easily evaluated value.
This creates a challenge for FMCG brands, where attraction no longer lies in novelty but in reducing perceived risk in decision-making. Brands that fail to clearly communicate value from the first touchpoint are easily eliminated, even if the product meets actual needs.
To address this, brands need to standardize how value is defined and communicated across the entire journey. Brand Strategy should clarify usage context, benefits, and differentiation. Communication Strategy must ensure consistency, clarity, and accessibility across all touchpoints to shorten the consideration process and increase the likelihood of selection.
Trend 2: Rewired Wellness (Prioritizing clear and credible health benefits)
Consumers are not only concerned about health, but are actively researching and evaluating information before making purchase decisions. As skepticism increases, they prioritize products with clear benefits, transparent information, and easy-to-understand communication rather than relying on vague claims.
This creates a challenge for FMCG brands, as health benefits can no longer be communicated emotionally but must be clearly demonstrated at every touchpoint. Brands that fail to explain product mechanisms and effectiveness will struggle to build trust and drive purchase decisions.
Trend 3: Fiercely Unfiltered (Expressing identity through personalized consumption choices)
As options become more diverse, consumers are less attracted to mass-market products that lack personal relevance. Purchasing becomes a way to express lifestyle and identity, leading them to favor choices that reflect their values and individuality.
This creates a challenge for FMCG brands, as mass communication is no longer sufficient to build connection. Brands relying on a single message for the entire market will struggle to remain relevant, resulting in lower engagement and reduced likelihood of selection.
To address this, brands need a more flexible approach to content development and execution. IMC campaigns should be designed with layered messaging tailored to different consumer segments and lifestyles. Influencer Marketing solutions help connect messages with representative voices, increasing resonance and creating a sense of personalization.
Trend 4: Next Asian Wave (Toward fast and seamless omnichannel shopping experiences)
The growth of mobile and social platforms is shaping new expectations around speed and seamlessness in the shopping experience. As information discovery, interaction, and purchase can occur within a single journey, consumers increasingly prefer fast, convenient, and uninterrupted experiences.
This creates a challenge for FMCG brands, as the shopping journey is no longer linear but requires seamless integration across touchpoints. Brands that fail to optimize the end-to-end experience risk disrupting decision-making and missing conversion opportunities.
To address this, brands need to redesign the shopping journey to be simple and connected across platforms. Marketing Automation solutions enable data synchronization and personalized interaction based on user behavior. Combined with Conversational Marketing and Lead Management solutions, brands can shorten the conversion process and capture demand at the moment it arises.
These four trends show that Smart Spending is reshaping how consumers evaluate and make purchasing decisions in FMCG, from seeking reassurance and real value to expecting experiences aligned with personal needs. In this context, adaptation requires not just isolated actions but a holistic strategic and executional approach to maintain competitiveness.
3. Expert Perspective: How Should FMCG Brands Adapt to the Smart Spending Shift?
As spending becomes increasingly controlled, the FMCG market faces a dual pressure: demand remains, but spending behavior becomes more cautious and selective. Growth no longer comes from expanding consumption, but depends on the ability to clearly demonstrate value and create relevance in each purchase decision, opening opportunities for brands that adapt quickly and build more effective experiences.
In this context, consumers no longer make decisions based on habit or impulse, but adopt a more deliberate, value-driven approach. They seek reassurance, demand transparency, and are willing to switch brands if they find options that better align with their needs and lifestyles. Purchasing behavior becomes more flexible, but also more demanding in evaluating products and experiences.
The integration of strategy, creative, and technology in building Brand Experience
(Source: Novaon Digital)
From these shifts, the competitive focus of the FMCG industry is moving toward the ability to build an integrated experience, where strategy, creative thinking, and technology are deployed cohesively across the entire consumer journey. The consistent integration of Strategy, Creative, and Technology not only helps brands clarify value, but also optimizes engagement and conversion, creating a foundation for sustainable growth in the coming period.
Marketing Industry in 2025: Restructuring around Real Experience
Chapter I of OnNovation presents a realistic view of the marketing landscape in 2025, helping businesses better understand changing consumer behaviors, rising performance expectations and the growing demand for more connected brand experience.
This section is built upon analysis from globally recognized sources such as McKinsey, Deloitte and Dentsu, thus offering an objective look at the market today. One of the most notable findings is that while 93% of businesses have adopted AI, 79% of customers still face a friction gap in their brand experience. This gap is especially visible in industries with more complex customer journeys namely Automotive and Finance – Banking, where customer data is often fragmented across online and offline touchpoints.
Surveys about Brand Experience among customers
Source: Novaon Digital
Thus, to maintain long-term brand health, OnNovation suggests that businesses move beyond using AI as a simple support tool and begin integrating it into operational systems to leverage efficiency and performance. At the same time, the publication highlights the importance of balancing long-term branding with short-term performance via the recommended 60:40 ratio, facilitating businesses to strengthen customer trust in the digital era.
Expert Voice: Expert Perspectives on Key Industries
Beyond providing a broad market overview, OnNovation also takes a deeper look into specific industries through the Expert Voice section in Part II. This section brings together practical experiences and in-depth perspectives from industry leaders who are directly involved in building and leading marketing campaigns. Their insights offer a more grounded understanding of how brands can balance technology with human connection.
The first contribution comes from Mr. Nguyen Dang Quang (Deputy CEO of Omoda & Jaecoo Vietnam) with the topic “When CEOs grow alongside the brand in the Brand-building journey”. In this section, he discusses the role of leadership in reinforcing an organization’s core values and transparency, thereby building sustainable trust with the public.
The second perspective comes from Ms. Nguyen Bao Phuong (Marketing Director of Subaru Vietnam) with the topic “Short Video Marketing – The strategic key for automotive communications in the digital era”. She highlights how short-form videos and livestreams can be used to simulate real experience, such as POV Test Drive, helping customers access information more intuitively while supporting the consumer purchase journey.
In addition to perspectives from the Automotive industry, the publication also explores insights from the Finance – Banking sector. This section features Ms. Dao Thi Thom (Deputy Director of Communications and Marketing at MSB) with the topic “Building Vibrant Brand Experiences in Financial Services.” The focus is on how MSB connects online-to-offline (O2O) touchpoints to transform traditionally dry financial products into a meaningful part of the digital generation’s lifestyle.
This is followed by insights from Mr. Choi Yun Sun (CFO of KB Securities Vietnam) with the topic “Communication Strategy: Sustainable investment and responsible financial ecosystem”. From a financial management perspective, he emphasizes that providing investors with financial knowledge is a strategic investment in building a transparent and sustainable financial ecosystem.
Expert Voice from Key Industry Experts
Source: Novaon Digital
Best Practices: From Strategic Solutions to Practical Applications
Building on the macro-level insights and expert perspectives shared in the earlier sections, Part III of ONnovation focuses on practical solutions that businesses can apply to support their growth objectives in 2026.
At the center of this section is Brandformance – an approach that combines brand building with performance optimization. OnNovation argues that as operating costs continue to rise, marketing campaigns need to do more than simply communicate brand identity. They should also deliver measurable business impacts, drive conversion and contribute to revenue growth.
This dual approach is demonstrated through practical case studies. In the Finance – Banking sector, MSB serves as a strong example of how a bank can transform brand communications into a multi-touchpoint experience. With the launch of the MSB Mastercard mDigi card alongside the “Bật chất Gen Digi” music festival, MSB did more than promote a financial product yet it positioned the product within a context that reflects the mindset, lifestyle and aspirations of younger customers. By integrating technologies such as QR codes and AR, MSB positioned the mDigi card as a symbol of a dynamic lifestyle.
“Bật chất Gen Digi” music festival of MSB
Source: Novaon Digital
In addition, OnNovation explores perspectives from case studies in the Automotive industry. Specifically, the Automotive sector can leverage data and personalization to better engage customers. By using data to understand the unique needs of each customer segment, brands can deliver more relevant messaging and guide customers naturally toward showroom visits and test drives.
Another important focus in the Finance – Banking industry is the strategy of building internal strength through Employee Advocacy. In this approach, businesses can leverage their employees to amplify brand values, thus creating authentic trust and long-term customer connections through their internal brand ambassadors.
Brand Experience Trends in 2026: The Core Capability Pillars of Strategy – Creative – Technology
Based on current analyses and practical lessons, OnNovation believes that brand experience in 2026 will be shaped by three core capability pillars: Strategy, Creative, and Technology. Proactively developing these capabilities will help businesses adapt more effectively to market changes.
More specifically, businesses can combine these three pillars to optimize performance and strengthen brand development in the digital era. From a Strategy perspective, organizations can move towards hyper-personalization based on contextual and real-time consumer behaviors. Creative, meanwhile, should be driven by data to create emotional touchpoints and long-term engagement. Finally, Technology should not simply be about owning tools but rather about applying them in ways that improve customer understanding and optimize user experience.
The publication also references insights from The Global Creative Trends report compiled by Mr. Do Thien (Creative Director of Novaon Digital). This report highlights the rise of multisensory experiences and the convergence of physical and virtual environments through AR and VR. In particular, the Human-in-the-loop model is emphasized through an 80:20 ratio: While AI handles repetitive tasks and data analysis, humans remain essential in shaping brand identity and making strategic decision-making.
Conclusion
Developed by Novaon Digital, OnNovation is created to share insights and observations on the shifts that are shaping the future of brand experience. From the growing importance of Strategy, Creative and Technology to the rise of hyper-personalization, Brandformance and AI-powered operations, the publication brings together the trends and ideas that businesses need to understand in order to stay ahead.
As the Marketing landscape continues to evolve, businesses are facing new challenges around effectiveness, engagement and customer engagement. Novaon Digital hopes that the insights, data and expert perspectives featured in OnNovation will serve as valuable references, helping businesses better prepare for the future and optimize their brand experience strategies. Explore the latest brand experience trends with OnNovation today!
247Express, a leading express delivery service, launched the “Small Moments, Big Dedication” summer campaign to overcome the challenges of the off-peak season and strengthen the brand’s reputation for dedication.
Business: Maintain sales and expand business customer base during a challenging period.
Marketing: Enhance brand awareness of 247Express and reinforce its position as a trusted partner.
Communication: Disseminate the message “Delivering small moments, with great dedication” through a photo album and multi-channel communication activities, increasing customer engagement.
Novaon Digital’s Implementations
Photo album “Small Moments, Big Dedication”: Focusing on small details such as sweaty shirts, handkerchiefs, and drivers’ steering wheels to showcase great dedication.
Social Posts: Highlighting the contrast with summer weather: Despite the heat and traffic jams, deliveries are still on time. Exploring the challenges faced by the team and how 247Express always remains dedicated to the shipments.
– Engagement Rate: Surpassed expectations by 440%.
– Unique Reach: Achieved 117% of the initial target.
– Market Penetration: Reached 38% of the target market segment.
Background & Objectives:
As compliance and digital transformation become industry standards, MB is accelerating the expansion of their service ecosystem for retail customers and business households. Among these, mSeller – a multi-platform sales management solution for small merchants was launched in collaboration with technology partners to support payment activities, revenue management and new operational requirements during the digital transformation phase.
Solutions by Novaon Digital:
– Organized mSeller Experience Days, where merchants could directly install the app, perform sales transactions, issue electronic invoices and participate in interactive activities/minigames at booths.
– Conveyed familiar operational scenarios of merchants through easy-to-understand short videos, reducing barriers to technological adoption.
– Maintained consistent mSeller presence on digital platforms through a synchronized system of visuals and social content throughout the campaign.
– The campaign attracted nearly 1 million views, demonstrating that the content was highly relevant to short-video consumer trends.
– Results were bolstered by active participation from dealerships, helping Veloz Cross image image gain organic and more credible coverage.
Background & Objectives:
In an increasingly competitive automotive market, Toyota recognized the immense potential of their internal strengths – specifically the sales force, who interact directly with customers and build daily trust. However, previous personal branding activities by this team were spontaneous and fragmented, leading to a lack of consistency in the brand’s core messaging.
Facing the explosion of digital marketing tactics from competitors, Toyota Vietnam faced the challenge of refreshing their communication methods to comprehensively upgrade the campaign implementation and management process, thereby optimizing product and service and promotion.
Campaign Objectives:
– Organic Brand Amplification: Leverage the personal networks of the workforce to promote the Veloz Cross, ensuring messages reach customers authentically and reliably.
– Drive Target Model Sales: Increase awareness and highlight the superior features, including safety and flexibiity of the Veloz Cross through authentic reviews from dealership experts.
– Engage and Elevate Personnel: Ignite professional pride and creativity within the Sales team, turning every employee into a passionate brand ambassador.
– Digitize Management Processes: Apply the Onfluencer EA platform to professionalize the implementation, measurement and optimization of internal communication campaigns.
Solutions by Novaon Digital:
Novaon Digital partnered with Toyota Vietnam to execute an Employee Advocacy strategy centered on the “Veloz Cross Content Creator Challenge.” This solution acted as a catalyst to activate the communication power of the dealership staff, promoting product value through authentic, expert-led content and real-world experience on digital platforms.
As a prominent bank with long-standing market experience, VietinBank has earned customer trust by building a solid foundation over many decades. This is reflected in a large-scale, increasingly modern service ecosystem and robust financial capacity within Vietnam’s Finance – Banking industry.
However, in today’s digital landscape, as consumers are shifting their trust from traditional advertising to human connection, successful brand power is no longer demonstrated through one-way communication campaigns. Instead, it thrives through resonance across authentic everyday touchpoints.
Campaign Objectives:
– Boost Brand Awareness and Engagement: Amplify VietinBank’s brand presence and engagement levels across social media platforms.
– Leverage Internal Talent: Maximize the advantage of VietinBank’s massive internal resources to amplify the campaign and create long-lasting buzz.
– Connect Services and Drive Growth: Promote VietinBank’s financial products and solutions in an approachable and trustworthy manner to drive sales and build market confidence.
– Optimize Management and Security: Utilize a specialized campaign management platform to control content, ensure data security and track performance in real-time.
Solutions by Novaon Digital:
Novaon Digital implemented a “Marketing for Everyone” strategy via Employee Advocacy. This approach empowers VietinBank to leverage their internal human capital to save costs and realize goals: Enhancing brand awareness, brand engagement and campaign performance.
We provided the exclusive Onfluencer – Employee Advocacy solution tailored for VietinBank, focusing on:
– Promoting marketing methods via social networks
– Innovating internal communication and promotion styles
– Developing brand awareness and engagement
– Optimizing the implementation, management and promotion of the campaign
Part 1: The Context – When “Lazy Loyalty” Meets the AI Era and the Disruption of Ad Touchpoints
Over the past decade, the banking and finance sector has witnessed a fierce digital transformation arms race with massive investments. Paradoxically, however, as mobile apps reach technical perfection (over 4.5 stars), banks are falling into a “sea of sameness.” Pure convenience has inadvertently eroded the “soul” of the relationship, turning every interaction into an automated process devoid of empathy.
61% of customers stay with a brand because they are reluctant to change
Source: Novaon Digital
The inevitable consequence is the rise of “Lazy Loyalists”—who account for up to 61% of the customer segment staying for over 7 years (According to a report from Accenture Song). They stay not because they love the brand, but due to habit and inertia, while remaining ready to split their cash flow toward other competitors offering more immediate incentives. At this point, traditional “hard-sell” Ads touchpoints not only become invisible but also backfire, with over 51% of users feeling “terrorized” by repetitive loan or card opening banners.
This disruption forces marketers to shift their mindset: Instead of merely trying to convey one-way product information, focus on using social media as a tool for dialogue. To awaken the “Lazy Loyalists” and escape the interest rate race, Brand Experience (BX) must shift from trying to sell to building an “Intent-driven” ecosystem. The brand needs to appear exactly when the customer needs support, recognition, and rewards based on actual behavior. This is where data and creativity must merge to create a seamless and effective customer journey.
Part 2: Bank – Finance Brand Experience Strategy 2026 – When Experience Shapes New Communication
To break through feature saturation and regain control of the customer journey, banks cannot continue to compete with superficial advertising campaigns. Establishing a Brand Experience (BX) ecosystem based on customer intent (Intent-driven) is the core key.
Here are 3 focal BX strategies to optimize engagement, along with execution solutions from Novaon Digital:
1. Shifting from “Product Provider” to “Financial Advisor” (Advise first, sell second)
Instead of deploying intrusive ads that trigger defensive psychology, the new BX strategy positions the bank as a companion providing solutions. Reality shows that young customer segments (Gen Z and Millennials) have a huge demand for expanding their financial management knowledge. Rather than forced banners for cards or loans, the customer journey should be designed as an intelligent navigation system. By prioritizing education and consulting, banks establish a foundation of trust (Reassure), encouraging customers to proactively interact and seek services instead of avoiding traditional media channels.
2. Building a Consistent Data System and Physical Experience
One of the biggest barriers to personalization is information fragmentation when customers switch between channels. The sustainable solution is building a real-time data system where the Mobile App acts as the central coordination hub. An effective BX experience is not limited to the digital space but requires synchronization at physical branches—which 65% of customers still regard as a symbol of stability. The optimal BX strategy is a consistent “Phygital” (Physical & Digital) model: customers prepare steps or book consultations via the app, and upon arriving at the branch, all needs are already recognized (Remember) for immediate service, eliminating the annoyance of repeating information.
3. Exclusive S.C.T Solution from Novaon Digital – The “Convergence Engine” for Creating Brand Experience
Suggested S-C-T formula applied in the Bank-Finance industry to enhance Brand Experience
Source: Novaon Digital
In the digital era, the S-C-T (Strategy – Creative – Technology) model serves as a comprehensive integrated communication solution, helping financial institutions eliminate fragmentation in marketing activities. By putting the user at the center, S-C-T seamlessly connects Strategic thinking (to identify the right message for each behavioral stage) with Creative content (such as videos or infographics to simplify complex financial products). Simultaneously, Technologyplays the role of measuring and personalizing the experience through automation, helping to send offers at the right time and optimizing acquisition costs. Beyond just spreading a message, this unification helps transform interactions into actual results—from views to app downloads or new account openings—turning communication into a core part of a sustainable growth strategy and long-term trust building.
Part 3: Case-study Viettel Money, MSB & VPBank – Optimizing Conversion through the Brand Experience (BX) Ecosystem
After analyzing the context and BX strategies, let’s look at practical examples in the Vietnam Banking & Finance industry. Each brand faced unique challenges, but the common thread was leveraging the power of experience to connect with users, enhance interaction efficiency, and assert market position.
Case-study Viettel Money: “Peaceful Tet” Campaign – Empathizing with Customer Intent through Content Experience
“Peaceful Tet – Sharing Love” campaign by Viettel Post x Novaon Digital
Source: Novaon Digital
In 2022, Viettel Money faced a major challenge as the Fintech market became fiercely competitive amidst the pandemic. The brand aimed to build an Intent-driven experience ecosystem. Instead of advertising app features, Viettel Money focused on personalizing messages based on the user’s need to share during the Tet holiday. The campaign combined interactive experiences (Gamification) directly on the app with highly localized communication content. This approach turned dry payment features into emotional stories, helping the bank become a subtle companion in the customer’s daily life. Result: The campaign recorded an explosion in media effect with tens of millions of reaches and an Engagement Rate far exceeding expectations. This success helped Viettel Money affirm its leading brand value and build solid trust (Reassure) with users.
Case-study MSB: “Gieo Một Vốn – Sinh Bốn Lời” Livestream – Optimizing Young Customer Experience through New Formats
Livestream campaign partnership between MSB x Novaon Digital to enhance Brand Experience
Source: Novaon Digital
In the phase of digital competition, MSB needed to increase brand awareness among tech-savvy young customers. The biggest challenge was how to make financial services more accessible and interesting. MSB implemented a BX strategy through Interactive Livestreams, turning the account opening process into a digital cultural space called “Sân Đình Làng Lãi.” The highlight was integrating the fast online eKYC account opening flow combined with a “Reward the moment”mechanism. Customers could receive gifts and beautiful account numbers right during the live session as soon as their need arose, creating a smooth transition from Online to reality. Result: The livestream sessions achieved very high viewership and interaction, recording an impressive number of new accounts opened in a short time. MSB successfully left a mark (Remember) as a modern, professional bank that always understands the needs of the new generation.
VPBank introduces simple and convenient payment features with the TapnPay campaign
Source: Novaon Digital
To educate the market on the TapnPay contactless payment solution, VPBank needed a strategy strong enough to change traditional behavior. The BX strategy focused on directly impacting the user’s real-life situations (such as forgetting a wallet or needing to pay quickly). Through content that hit the right psychological notes and a network of influencers, the brand transformed a technical feature into a modern lifestyle. The system also optimized digital touchpoints to ensure messages appeared exactly when customers intended to spend, thereby optimizing the user experience journey. Result:The campaign garnered millions of interactions across social media platforms, affirming VPBank’s pioneering position in digital transformation and shaping a new, more modern, and convenient consumer trend in Vietnam.
Closing
From the “Lazy Loyalists” problem and the disruption of ad touchpoints, it is clear that 2026 is no longer a race for interest rates or app features, but a journey of building trust through proven experiences. In the era of Unconstrained Banking, customers prioritize the feeling of being understood and accompanied over short-term incentives. This makes Brand Experience (BX) a survival factor, requiring absolute consistency from digital content to branch experience to eliminate the “sea of sameness.”
At Novaon Digital, Brand Experience is operated based on the synchronized SCT (Strategy, Creative, and Technology)system. This approach helps financial institutions not only empathize correctly with user intent (Intent-driven) but also build a strong relationship throughout the financial lifecycle, turning cold convenience into a solid brand bond.
I. 2026 Automotive Market Outlook: When Horsepower Is No Longer the Sole Game-Changer
By 2026, the global automotive industry is undergoing a comprehensive restructuring. After the market surpassed the $2.75 trillion threshold in 2025, Electric Vehicle (EV) sales surged by 35% in just one year, with a CAGR of 6.85%doubling the industry average. This is no longer just a race of technology; it is a race of evolving customer expectations.
Global Automotive Market Outlook 2025
Source: Mordor Intelligence
In Vietnam, the competition is even more cutthroat. New entrants like BYD, JAECOO, and Chery are aggressively penetrating the market, VinFast is accelerating its expansion, while Toyota and Hyundai maintain their dominance through accumulated brand equity. Customers today do not lack options; they lack a compelling reason to choose one specific brand over another.
In this landscape, the car-buying journey has been completely redefined. Customers no longer visit showrooms to learn about a vehicle; they arrive only when they are at the brink of a final decision. 92% of buyers conduct extensive online research before setting foot in a dealership, and 78% confirm that their digital journey directly impacts their brand perception (InsightAsia, n=762). A brand’s victory or defeat is often decided on a smartphone screen long before the test drive.
Impact of the Digital Journey on Automotive Customer Experience
Source: Novaon Digital
The paradox lies here: while product quality remains the leading purchase driver at 92%, it has become a baseline “standard” that every brand claims equally. When product specifications reach parity, the true differentiator is no longer the technical specs, but how a customer perceives the brand at every micro-moment of their journey.
The winning brands are not those with the deepest pockets, but those who understand that customers aren’t just buying a carthey are buying a better version of themselves. This is why Brand Experience has emerged as the definitive competitive advantage in 2026.
II. Three Pillars of Building Brand Experience in the New Automotive Era
If the market outlook explains “Where is the market going?”, this section addresses the more practical question every CMO is asking: “What must my brand do differently?”
The following three pillars are not just a checklist of features to implement; they are the three principles shaping how an automotive brand builds a genuine connection with customers in 2026 through an integrated digital communication strategy.
3 Pillars of Building Automotive Brand Experience in the Digital Environment
Source: Novaon Digital
Pillar 1: Human-Centric Content – When Real Emotion Becomes the Ultimate Competitive Edge
For years, the automotive industry has poured massive budgets into “perfect” cinematography: cars gliding through desolate mountain passes accompanied by epic soundtracks. Beautiful? Yes. Expensive? Absolutely. But to the modern viewer, they are becoming increasingly invisible. The reason is simple: customers don’t buy cars from corporations; they buy from people they trust. And that trust isn’t built through post-production effectsit’s built through authenticity.
On social media, a video has less than two seconds to hook a viewer before they swipe away. The only thing that works in that window is a “human moment”a real face, a relatable situation, or a story where the viewer sees themselves. This is why showroom staff and technical teams, rather than models or actors, have become a brand’s most valuable assets.
Mohawk Chevrolet in New York is a prime example. This dealership turned its TikTok into a The Office-style mockumentary series. It garnered millions of views, spiked showroom foot traffic, and even caught the attention of GM’s CEOall without a million-dollar production budget. They simply used real people and real creativity.
Mohawk Chevrolet enhances Brand Experience with authentic, humorous content.
Source: Novaon Digital
The fundamental shift here isn’t about the format; it’s about the perspective. Instead of asking, “How can we make the car look its best?”, leading brands are asking: “How does this car help the customer become a better version of themselves?” This is the transition from Product-Centric Content to Human-Centric Content, and it requires a Brand Experience mindset across every touchpoint.
Pillar 2: “Localized” Storytelling – Transforming Global Brands into Local Connections
The 2026 Vietnamese auto market presents a paradox: customers have more choices than ever, yet brands are harder to differentiate than ever. When BYD, JAECOO, Toyota, and Hyundai all boast sleek showrooms and polished campaigns, the true differentiator is no longer the car’s featuresit’s the brand’s ability to make customers see their own lives reflected in its story.
Buyers don’t just ask, “Is this car beautiful?” They ask, “Does this car fit my life?” This is why the “In the Wild” strategyplacing vehicles in local, real-world contexts like a Hanoi street corner, a Saigon sidewalk café, or the Hai Van Passcreates an emotional resonance that no studio can replicate.
The Renault 5 relaunch illustrates this perfectly. By reviving a legendary model as an EV, Renault didn’t erase the past; they turned it into a bridge. Customers aren’t just buying a new electric car; they are buying into a soulful, evolving narrative. In Vietnam, every brand has its own “heritage” to tap intobe it a long history of reliability, bold innovation, or simply a salesperson who has served generations of the same family.
The Key Takeaway: Effective storytelling is not a one-off campaign; it is an organizational capability. In an era where cultural trends emerge and vanish in a week, silence between launches equals brand erosion. Leading brands don’t run disjointed campaigns; they build a continuous storytelling ecosystem consistent with their brand identity to deliver a seamless Brand Experience.
Pillar 3: Building a “Trust Shield” in the EV Era
The biggest barrier to EV adoption isn’t technologyit’s psychology. Customers don’t doubt that EVs run well; they doubt if an EV fits their specific lifestyle. What is the actual range? Where do I charge on a road trip? What are the long-term costs? These are questions that brochures and spec sheets can never answer convincingly. Only real-world evidence from real people can.
This is why Social Proof has become the most critical brand weapon in the EV era. We’re not talking about staged testimonials, but organic, raw content found exactly where customers search for information: TikTok late at night, Facebook community groups, or long-form YouTube reviews. When a real user shares their EV journeyincluding both the perks and the minor inconveniencesthat content carries more weight than any ad campaign.
VinFast EVs enhance customer experience through authentic review content.
Source: Novaon Digital
Smart brands don’t wait for users to create this content; they proactively cultivate environments where these stories happen. This ranges from encouraging showroom teams to share daily “behind-the-scenes” EV tips to building communities where users can support one another through the transition. By doing this, the brand stops being a “seller” and becomes a trusted companion in a major life decision.
Looking at how VinFast rolled out its electric scooters in Vietnam, this principle is clear: instead of relying solely on TVCs, the brand maintains a constant presence on TikTok and Facebook with relatable content that places the vehicle in everyday settings. The message isn’t just “This bike is good,” but rather “This bike is a part of your lifestyle.” And that is exactly what a customer needs to hear before making the switch.
Đây là phần hoàn thiện cuối cùng của bài viết, được trau chuốt với các thuật ngữ chuyên sâu về Marketing và Quản trị thương hiệu để tạo nên một cái kết ấn tượng và chuyên nghiệp.
III. Leveraging “Temporal Touchpoints”: The 2026 Brand Experience Calendar
No matter how robust a brand strategy is, it requires the right timing to achieve maximum impact. Below are key milestones throughout the year when consumer attention naturally converges on the automotive sectorpresenting prime opportunities to amplify the experience rather than simply pushing advertisements.
Recommended Timeline for Automotive Digital Media Campaigns
Source: Novaon Digital
March & September – “Car Upgrade Season”: During these windows, the “desire for renewal” is at its peak, coinciding with new model launch cycles. This is the ideal time to tell stories of new beginnings rather than just running price-driven promotions.
September 9th – World EV Day: A day when the global conversation centers entirely on electric mobility. It is the perfect moment to activate and aggregate the “EV Diary” strategy cultivated throughout the year.
October 2nd – Name Your Car Day: An underutilized opportunity that offers a unique competitive edge. A simple car-naming mini-game can spark a wave of organic User-Generated Content (UGC), reminding the market that the brand deeply understands the emotional bond between man and machine.
Expert Insight
From the current market landscape and behavioral insights, it is clear that 2026 is no longer a race of advertising budgets or reach. Instead, it is a quest to build trust and create genuine value for a customer base that is increasingly sophisticated and discerning.
While the automotive market continues to grow, purchase decisions are now driven by peace of mind, a sense of long-term companionship, and perceived value, rather than mere reactions to short-term messaging or discounts. This shifts Brand Experience to the center stage. To earn customer trust and advocacy, brands must ensure absolute consistencyfrom social media content and showroom interactions to the post-purchase journey.
At Novaon Digital, Brand Experience is deployed as a holistic system powered by the SCT Model (Strategy, Creative, and Technology) operating in tandem. This integrated approach enables automotive brands to not only remain agile in a fluctuating market but also to build sustainable relationships with customers that extend far beyond a single campaign.
I. The Current Landscape and the AI Marketing Paradox in the FMCG Customer Journey
According to reports by MMA and Decision Lab, 89% of Vietnamese enterprises have integrated AI into their marketing strategies. Within the FMCG sector, AI is demonstrating clear value at the operational level: automating creative production, optimizing media buying, and personalizing messaging for specific micro segments. A prime example is Nestlé’s use of Google AI to deliver 50,000 personalized Lunar New Year greetings, which resulted in a 23% increase in brand favorability.
However, a paradox is emerging: most businesses are stalled at the “more, faster, cheaper” stage, overlooking the emotional layer where FMCG purchasing decisions are truly formed. While hundreds of content variations are distributed continuously, the lack of a unified experience architecture often leads to increased reach at the expense of emotional resonance.
Forward thinking brands are pivoting: shifting from “AI for productivity” to “AI for empathy.” As Dr. Soumik Parida from RMIT Vietnam observes, the true power of AI lies not in creative automation, but in its ability to elevate storytelling and deepen customer engagement.
AI is only effective when guided by a Brand Experience (BX) mindset. AI acts as an amplifier; it scales what the brand already possesses. If the BX foundation is weak, AI merely scales fragmentation.
To understand how this philosophy is applied in practice, we spoke with Mr. Nguyen Huu Tai, Account Director at Novaon Digital. A strategic communications expert with over 13 years of experience in the FMCG industry, Mr. Tai has collaborated with major brands including Vinamilk, Kido Group, Nutifood, Want Want, and Kewpie.
Question 1: From your perspective working directly with FMCG brands, how is the application of AI in creative production transforming the customer brand experience?
Answer:
AI is actively driving business growth for pioneering FMCG brands, particularly at the operational level. In the dairy and beverage sectors, AI analyzes regional and temporal purchasing behavior to adjust messaging based on context: emphasizing energy in the morning and family care in the evening. We are seeing higher CTRs, improved conversion rates, and reduced media costs. This is a significant leap forward.
However, after years of working directly with FMCG labels, I have identified a critical limitation. FMCG is an industry driven by rapid decision making and consumer emotion; shoppers do not deliberate for long. They choose based on habit and accumulated brand memory. Therefore, brand strength does not reside in a single piece of content, but in an emotional structure repeated consistently enough to build familiarity.
The Impact of AI on Brand Experience from a Content Production Perspective
Source: Novaon Digital
The underlying issue is that most brands utilize AI to optimize individual touchpoints rather than designing a unified experience architecture. Hundreds of content variations are generated continuously, each optimized according to its own isolated metrics. Consequently, while brand visibility becomes more frequent, recall rates do not increase proportionally. Engagement may rise, yet emotional depth fails to follow.
AI empowers brands to achieve broader coverage, but coverage is not synonymous with building memory. When a purchasing decision occurs in a matter of seconds, the advantage always belongs to the brand that has previously secured “top of mind” status, not necessarily the brand that appeared most frequently in the past week.
Question 2: In your opinion, how should AI be leveraged to help FMCG brands understand and connect more deeply with their customers?
Answer:
I believe we must re evaluate the role of AI within the FMCG sector. If AI remains limited to producing content faster and in greater volume, it will fail to create deeper connections. The true revolution begins only when AI evolves from a content production tool into an experience architect.
Firstly, AI can “breathe life” into digital media assets if it is integrated into creative thinking from the very beginning. A TVC or short form video should no longer be a static, fixed version; it can be adjusted based on consumption context, geography, timing, or prior behavior. When content accurately reflects the viewer’s real life circumstances, it becomes more vivid and relatable, moving beyond a mere advertisement optimized for metrics.
Secondly, hyper personalization should not be interpreted as the mechanical creation of thousands of different versions. The key is to build a scalable creative system where every variation adheres to the same aesthetic standards and brand positioning. While AI can process data and deliver the right message to the right segment, the visual structure, tone of voice, and core emotional resonance must be designed with consistency from the outset. Personalization must sharpen the brand identity, not dilute it.
Four Strategic AI Applications for Deeper Consumer Connection: Insights from Mr. Nguyen Huu Tai
Source: Novaon Digital
Thirdly, AI enables the transformation of passive content into interactive experiences. Packaging can now trigger personalized mini games; a social campaign can respond dynamically based on user choices; and AR applications can project products directly into a consumer’s physical space. When consumers participate rather than merely observe, they do more than memorize a message—they form a personal experience with the brand.
Finally, to prevent these efforts from becoming a fragmented content matrix, brands require a robust identity protection mechanism. AI can afford to be flexible at the level of expression, but it must remain steadfast at the level of positioning. Every variation must anchor back to the same value system and core emotional driver. Without this layer of control, personalization risks dismantling the very brand equity we aim to build.
When AI is assigned its proper role, it does more than help a brand understand the consumer—it ensures the brand appears at the right moment, within the right context, and with the right emotional resonance. In the FMCG sector, where purchasing decisions are instantaneous, this precision is what creates a genuine connection.
II. The FMCG Content Revolution: Transitioning from Production Tool to Experience Architect through Brand Assets
While the initial phase of AI adoption in FMCG focused on cost efficiency, the next wave is completely redefining the narrative. The most fundamental shift is the ability to transform brand assets from static to dynamic states. A single concept can now be adjusted for geography, timing, user behavior, and consumption cycles—generating thousands of variations within 48 to 72 hours, a process that previously took weeks.
Coca-Cola serves as a definitive case study. Their 2023 “Masterpiece” campaign utilized Stable Diffusion AI to breathe life into works by Van Gogh, Vermeer, and Turner, turning every TVC frame into a unique visual experience. Following this, the “Create Real Magic” platform empowered consumers to generate their own AI brand assets, garnering over 120,000 interactions in just 11 days. Media assets are no longer a one way broadcast; consumers are now active co creators.
Coca-Cola’s international AI-driven “Masterpiece” campaign generated significant engagement and resonance among global consumers.
Source: Novaon Digital
In Vietnam, this trend is manifesting through various formats: virtual brand ambassadors, GenAI video, interactive AR packaging, and context aware emotional chatbots. The common thread is that a brand asset is no longer a fixed product approved once; it is a content system capable of adapting to each individual user.
However, as scale increases to thousands of variations, the primary risk is not technical, it is brand dilution. The solution is not to limit AI, but to establish an immutable set of principles regarding core emotion, visual language, and tone of voice. This ensures AI remains flexible in delivery while staying loyal to the positioning. When this framework is correctly established, hyper personalization sharpens the brand’s image in the eyes of the consumer rather than blurring it.
Question 3: Given current AI technological advantages, could you share specifically how FMCG brands should transform media assets into personalized interactive experiences, particularly within today’s Social-first campaigns?
Answer:
In a Social-first environment, content cannot remain a one way broadcast. It must possess the ability to respond and adapt to each user. Otherwise, the brand is simply struggling to cut through an already saturated information stream.
AI facilitates the transition of media assets from a static to a dynamic state. Instead of a single fixed video for the entire market, brands can design an “open” content architecture. Here, messaging and imagery are adjusted based on real time data such as location, access time, or prior interaction behavior.
For instance, in the beverage industry, the same campaign could display differently during a sweltering afternoon in the South versus a cool evening in the North. The viewer no longer feels they are watching a mass market advertisement; they perceive content that is relevant to their immediate circumstances.
The Evolving Role of Content in the AI Era
Source: Novaon Digital
However, the differentiator is not merely changing images or text. The true power lies in real time transformation. When a user finishes a video, interacts with a post, or participates in a mini game, the system can instantly adjust the subsequent content they encounter. Consequently, the communication journey becomes a continuous feedback loop rather than a series of fragmented touchpoints.
In a Social-first context, where algorithms prioritize content that drives retention and deep interaction, AI optimizes not only distribution but the internal experience of the content itself. Content is no longer something to be viewed; it is something to be inhabited and responded to.
When designed correctly, every customer feels they are the protagonist of the brand story. In the FMCG sector, where product differentiation is increasingly narrowing, this sense of “exclusivity” is exactly what creates a sustainable competitive advantage.
Question 4: In practical implementation, how can FMCG brands maximize AI’s large scale media production capabilities while ensuring that each personalized asset remains consistent with a brand identity built over many years?
Answer:
Real Connection does not stem from personalizing as much as possible, but from personalizing within the right context while maintaining a consistent emotional journey. There are three core elements to achieving this.
First, shift from informational personalization to contextual personalization. Rather than just swapping text based on age or gender, AI must understand where the customer is in their day, their mood, and their consumption cycle. For the same product, a nutritional message for the morning is entirely different from a family dinner message.
Second, balance AI and human intelligence. If left entirely to algorithms, brand messaging becomes cold and disjointed. AI handles data processing and scalability, while humans safeguard the emotion, storytelling, and brand spirit.
Third, construct a seamless emotional journey. Many FMCG organizations optimize individual channels according to isolated KPIs, which creates localized performance but fractures the overall experience. AI must act as a cross platform data connection layer, ensuring consumers do not just see personalized content but experience a coherent brand narrative.
When these three elements are synchronized, AI ceases to be a mass production machine and becomes a platform that helps the brand appear in the right context, uphold its identity, and nurture emotions throughout the journey.
III. Real Connection in the AI Era: The Secret to Scaling Emotional Impact for FMCG Brands via Media Assets
When AI can produce content at an unlimited scale, the real question is no longer “how to create more” but “how to ensure each asset resonates with the right emotion, for the right person, at the right time.” This is a challenge that technology alone cannot solve.
The most critical shift is moving from demographic personalization to Contextual Intelligence, understanding not just who the consumer is, but where they are in their day, what they are feeling, and what they need. When AI correctly interprets that context and adjusts assets in real time, the brand no longer “interrupts” the consumer’s life but appears as a natural part of it.
Novaon Digital applies AI in a campaign to create a personalized photography experience with NOBO for employees.
Source: Novaon Digital
However, the power of data is only realized when guided by human intuition. AI processes behavioral signals and scales operations, but humans must define the narrative, maintain the core emotional driver, and ensure every asset carries the brand spirit. Optimizing for data precision at the cost of emotional warmth is a trap many brands currently fall into.
Ultimately, no real connection is formed without a consistent emotional journey. When each channel pursues its own KPIs, consumers see multiple pieces of content from the same brand, yet each touchpoint tells a different story, silently eroding the very brand memory being built. In its proper role, AI serves as the cross platform data bridge, turning disjointed touchpoints into a seamless journey.
Real Connection does not come from a single viral campaign; it comes from an emotional structure built sustainably, consistently, and continuously over time.
Question 5: A common concern is that AI will make communication content feel less authentic. In your view, what truly creates a “Real Connection” with customers, and what role does AI play in that journey?
Answer:
The issue does not lie with AI itself, but in the fact that many brands use AI as a shortcut to bypass the most crucial step: consumer empathy.
Real Connection does not come from a tool. It comes from the ability to perceive where consumers are in their lives, what they need, and what they are feeling. An authentic message is not defined by whether it was written by a human or an AI, but by whether it makes the viewer feel “this was made for me.”
I often use this analogy: AI is like a highly sophisticated speaker system that amplifies sound to millions of people with high precision. But if what you feed into the microphone is a hollow message devoid of real emotion, no matter how modern the speakers are, the listener will still sense the soul-lessness. AI amplifies what a brand already possesses, both its strengths and its weaknesses.
Before investing in any AI tool, a brand must answer a fundamental question: where does empathy sit within our strategy? If the answer is vague, AI will only distribute that vagueness at a larger scale.
IV. The Future of Communication Professionals and the Role of Agencies in an AI-First Era
The trend of FMCG corporations building in-house AI teams is becoming inevitable, helping brands master speed, optimize costs, and secure data. Yet a paradox remains: when AI tools are “democratized,” differentiation no longer lies in the technology but in strategic thinking. Internal teams, despite their deep product knowledge, can suffer from blind spots due to a narrow perspective. This is where Agencies redefine their role: no longer as production houses, but as experience architects helping brands maintain consistency across the entire customer journey.
The traditional “campaign based” model is giving way to Adaptive Marketing, where brands operate as continuous learning systems: capturing market signals, adjusting content in real time, and blurring the lines between campaign phases and daily operations.
To achieve this, the foundation must be built in the correct order. The most common mistake today is pouring budgets into AI tools before data infrastructure is ready. AI is only as smart as the data it is fed; if data is fragmented, AI simply optimizes errors at a faster rate. Simultaneously, staff training must go beyond teaching how to use a tool to fostering an AI-first mindset: content creators who understand data, and data analysts who understand brand emotion.
Ultimately, as AI becomes a shared asset, the core question is no longer about choosing between In-house or Agency, but rather: “What unique value are humans contributing that AI cannot yet replace?” This is the very challenge we wanted to hear Mr. Tai’s perspective on.
Question 6: When FMCG brands build their own in-house AI content capabilities, they essentially hold an automated production tool. In that context, what is the core value that keeps Marketing experts from being replaced?
Answer:
I think this question needs to be reframed slightly. It is not about “how to avoid being replaced” but “what value am I creating that AI cannot.”
After years of working directly with FMCG labels, I see a gap that requires a human touch regardless of how good the tools are.
First is the ability to interpret market context. Data tells you what consumers are doing, but it does not explain how they feel, what stories are unfolding in the market, or how buyer psychology is shifting. Those signals often come from hands-on experience rather than reports.
Core values that prevent Marketing experts from being replaced in the AI era.
Source: Novaon Digital
Second is maintaining brand consistency over time. AI can optimize exceptionally well for individual campaigns, but brands are built over years. Ensuring that every piece of content aligns with the long term positioning and emotional identity requires active human leadership.
Third, and perhaps most importantly, is the ability to recognize when not to follow AI. This is not because AI is technically wrong, but because there are moments when a message, despite being optimized for metrics, is inappropriate for the external reality. For example, a beverage campaign with the message “Chill out – Unlimited Party” might have high predicted metrics, but it would be tone-deaf if the community is currently focused on natural disaster relief or sensitive social events. That judgment call is not found in any algorithm; it remains a human strength.
Question 7: Given the unstoppable wave of AI development, could you share some advice for FMCG CMOs looking to invest in AI to enhance brand experience?
Answer:
I observe a common pattern in many FMCG organizations: AI budgets are rising rapidly, but results are not proportional. The cause usually isn’t the tool, but the investment priority.
My first advice: build the data foundation before buying the tool. AI is only as smart as the data it operates on. If your data is fragmented across channels, even the best tool will just optimize the wrong things faster.
Simultaneously, invest in people before technology. Don’t just train them on tools; build an AI-first mindset where creative teams understand data and data teams understand brand emotion. The boundary between creative and analytics is blurring, and the teams that cross that boundary will have a more sustainable advantage than any tool.
Finally, I think brands should start viewing marketing as a continuous learning system rather than a series of isolated campaigns. In the AI era, effective marketing is the ability to capture market signals, adjust content in real time, and accumulate insights through every cycle. That is Adaptive Marketing, and it is the direction for leading FMCG brands.
Novaon Digital harnesses the power of Strategy, Technology, and Creativity to drive brand growth. Drawing inspiration from crafting transformative experiences, we aim to enhance customer understanding and appreciation of your brand.
