Company Introduction
THACO is a diversified industrial corporation, comprising member groups operating in various sectors including automotive, agriculture, mechanical engineering & supporting industries, investment & construction, commerce & services, and logistics. These sectors are highly complementary and integrated both within each member group and across the entire THACO system. Among them,
To date, THACO INDUSTRIES has successfully exported products to major markets including the United States, Australia, Canada, South Korea, Japan, European countries and Southeast Asia.
Context
As one of Vietnam’s largest corporations, with outstanding capabilities in research, development, and manufacturing, THACO’s semi-trailers have conquered even the most demanding industrial markets, such as North America. These products have met multiple stringent standards and certifications including: ISO 9001:2015, ISO 14001:2015, Certification of Technical Safety and Environmental Protection for Trailers and Semi-Trailers (2022), North American transportation standards such as DOT, AAR, ANSI, TOFC, FMVSS, SAE, TTMA.
However, despite its impressive global performance, THACO INDUSTRIES’ semi-trailers lack brand recognition in the Vietnamese market. This could be attributed to its later market entry and fierce competition from long-established semi-trailer manufacturers from China and South Korea, both in terms of product offering and pricing. As a result, many domestic businesses and organizations remain unaware that THACO also manufactures semi-trailers.
Recognizing this challenge, THACO INDUSTRIES has set a clear objective: to enhance brand awareness and product visibility, not only to capture the domestic market but also to affirm the reputation and capabilities of Vietnamese enterprises on the global stage.
Objective
Enhance brand recognition for THACO INDUSTRIES and its semi-trailer products.
Key Activities
Insight
“In the minds of many Vietnamese people, we are still a developing nation, so how can we possibly have an industry that meets world-class standards? But witnessing the achievements of Vietnamese individuals on the global stage, anyone would feel a deep sense of pride in our nation’s resilience. I want to smile brightly, hold my head high, and tell the world: I am proud of Vietnam, no matter the field”
Core Idea
“Proud of Vietnamese Industry, Leading international standards”
- Proud of Vietnamese Industry
The act of manufacturing and exporting not only demands talent and technical expertise but also tremendous dedication and hard work from laborers.
=> This idea honors and appreciates the individuals behind the success, conveying the message that Vietnam’s industrial sector is worthy of pride thanks to its skilled and passionate workforce.
- Leading International Standards
Affirms the position of THACO TRAILERS as Vietnam’s leading exporter of semi-trailers. Demonstrates that THACO TRAILERS delivers high-quality products that meet international standards and have already entered demanding markets like North America and Europe.
=> This reinforces THACO TRAILERS as a symbol of Vietnam’s prosperous industrial development.
Tactics
- Content Series: Create a series of short-form videos across multiple platforms, focusing on leading Vietnamese exporters. Start with a compelling story such as VinFast, then transition into highlighting THACO’s semi-trailers. This approach targets audiences interested in economic and market news, helping build credibility for THACO INDUSTRIES.
- High-Frequency Media Coverage: Run 5-second video ads across all platforms using a strong combination of text and audio, with a message: THACO INDUSTRIES – Semi-trailers for North America – Proud of Vietnamese Industry, Leading International Standards”
- Viral Television Video Commercials (TVC): Highlight the determination and dedication of Vietnamese workers striving to elevate the country to global standing. Use uplifting, patriotic music. The TVC will feature production lines, factories, and the semi-trailers themselves contrasted with inspiring visuals like the Vietnamese women’s national football team slowly rising on the world stage. Tagline: “Standing before the world, I am always proud of my Vietnam”
- Internal perspective campaign: Employees within the factories are the ones who truly understand the journey from product R&D and technology application to assembly and final shipment for export. Each worker carries untold stories of effort and pride.
THACO INDUSTRIES can launch a “Hero Moments” storytelling campaign, encouraging employees to share their own work challenges, proud moments, and what it means to be part of Vietnam’s export success. These can be captured as interview videos and posted on THACO’s official channels.
This initiative not only offers external audiences a look behind the scenes but also boosts employee engagement, fostering stronger bonds among staff and with THACO’s mission.
