Fueling the Spotlight: How Subaru and Sen Media Created a Standout Moment at Vietnam Motor Show 2022
Context
At the Vietnam Motor Show (VMS) 2022, Motor Image Vietnam – the exclusive distributor of Subaru – saw the event as a prime opportunity to introduce its latest models and reinforce its brand positioning through cutting-edge safety technology. The campaign’s communication objectives included:
- Introducing the all-new Subaru Forester assembled in Thailand.
- Launching the completely new Subaru WRX and WRX Wagon.
- Promoting the advanced EyeSight 4.0 safety technology and test drive experience at the Subaru Advanced Technology Drive (SATD) area.
- Enhancing Subaru’s brand visibility through the highlight event “Subaru Russ Swift Stunt Show.”
In the context of an increasingly competitive automotive market in Vietnam, Subaru needed a well-planned, professional communication strategy to capture the attention of the press, target customers, and car enthusiasts alike.
Sen Media – Subaru’s Strategic Communications Partner at VMS 2022
Sen Media accompanied Subaru throughout the project with a comprehensive integrated communications plan, including:
- Developing an overall communication strategy and identifying the core messaging focused on key highlights: the new Forester, EyeSight 4.0, and the Russ Swift Stunt Show.
- Coordinating and overseeing all communication activities before, during, and after the event at the Saigon Exhibition and Convention Center (SECC).
- Issuing press releases introducing new car models and Subaru’s advanced safety technologies.
- Maintaining strong media relations to ensure consistent and accurate message delivery across mainstream media platforms.
- Proactively managing media risks, monitoring coverage, and ensuring no misinformation or negative press occurred.
Additionally, Sen Media supported the organization and promotion of Subaru’s test drive activities and the Russ Swift stunt performances – one of the exhibition’s most captivating highlights that drew significant public interest.
Strong Media Performance
The communication campaign led by Sen Media achieved highly positive results:
- Maintained excellent media relations, with no negative press or social media coverage recorded throughout the event.
- Achieved widespread media presence across multiple channels, including:
- 70 PR articles published on top-tier digital news outlets
- 30 social media posts accompanying Subaru’s online and offline activities
- 520,000 total impressions
- 4,500 total engagements
The media campaign at VMS 2022 stands as a strong testament to the seamless collaboration between Subaru and Sen Media. With deep brand understanding and hands-on execution expertise, Sen Media helped Subaru attract substantial attention from the press, visitors, and the wider automotive community.
More than just delivering key messages effectively, the campaign upheld Subaru’s positive brand image and reinforced its position in a fiercely competitive market — laying a solid foundation for breakthrough communication initiatives in the future.
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