The Purpose Group Vietnam creates a market men love shopping at to promote Cho Tot Xe

CTX 1.jpgCho Tot is the biggest online classifieds site in Vietnam. It helps sell everything from baby's products to cars. Cho Tot Xe (in Vietnamese, the word "cho" means "market", "tot" means "good, and "xe" means car) is its site dedicated to car sales. There are over 22,000 cars of various brands and types sold on the site.

In promoting Cho Tot Xe's diversity of cars, The Purpose Group brought the "cho" to life in Hanoi. They made a one-of-a-kind market for Hanoian men to explore. In this mini market, they stocked it up with all the familiar items sold at any typical market. What is unfamiliar though is that every item represents a brand and type of car.

They had cool cars at the ice-cream section. Cars with renowned safety features at the condom section. Recent car models at the fresh food section. There were 11 categories of over 2,000 items displayed.

CTX 2.jpgCTX 3.jpgBryan Teo, the CEO of Cho Tot, said, "It's really exciting to work with The Purpose Group to open such a unique store that visitors can experience a completely new way of car shopping. The store is a beautiful metaphor of our platform as it successfully demonstrates our key strength - the ease of use - through a variety of car models and appropriate classification. With the tagline "Buying cars can be as easy as going to the market", the campaign has made a positive impact on Vietnamese consumer perception towards purchasing cars - it can be easy, convenient, and enjoyable."

Kit Ong, the Chief Creative Officer of The Purpose Group, said, "It was a joy to work with Cho Tot on this project. The idea was embraced wholeheartedly by the client from the moment we presented it. It was great to see how people reacted to the idea, and how something like a detergent or a mouthwash became an item of interest to the men visiting our market. This project is another demonstration of "cultural accent". It is work that has a local flavor, not just a local insight. It has been my personal pursuit all these six years here to create work that captures this local flavor in Vietnamese advertising, and it is with clients like Cho Tot that opportunities to do such cultural defining work exist."


Stocktake said:

So just some stickers stuck on products for half a day.
Not exactly rocking the Vietnam creative scene.

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