THE POWER OF EFFECTIVE MEDIA: A FORUM GATHERING OVER 500 EXPERTS

Date posted: 18/08/2025, 12:00

Every day, urban consumers are overwhelmed with massive amounts of information, searching for cost-effective, high-performance communication solutions that reach the right target audience, a top priority for every brand.

The forum “Brand Growth and Communication Efficiency: The Power of the Elevator Digital Media”, co-organized by Chicilon Media and MMA Global Vietnam, took place in Hanoi (May 21st) and Ho Chi Minh City (June 20th), attracting over 500 senior marketing, communication, and advertising professionals, along with more than 30 renowned speakers from domestic and international corporations such as Kantar Media, NielsenIQ, Publicis Groupe, Kotak 81, Mayora, TH True Milk, Richy, and Karofi…

The forum attracted over 500 leading marketing experts

The forum attracted over 500 leading marketing experts

With more than 20 million media impressions nationwide, the forum was not only a professional gathering but also the largest industry event of the year focused on multi-touchpoint media solutions. It particularly emphasized the role and proven effectiveness of Digital Out-of-Home (DOOH) advertising in the modern customer journey.

Addressing the Urban Media Challenge Amidst Fragmented Budgets

In several in-depth discussions, marketing experts from Vietnam and abroad focused on how to optimize media effectiveness in crowded urban environments, especially when marketing budgets are divided across numerous platforms and demand for measurable performance is increasing. Representatives from major FMCG brands such as Mayora and Richy also shared their experience in implementing multi-touchpoint campaigns and practical lessons in measuring the performance of each media channel along the customer journey.

A highlight of the event was the two prominent case studies from Mayora Vietnam and Richy, clearly illustrating how FMCG businesses leveraged the elevator digital media platform to enhance brand reach and recall in urban settings.

Elevator Advertising in the Brand Strategy of Richy and Mayora

During the presentation on May 21st, Ms. Trinh Van, Marketing Director of Richy Group, introduced the launch campaign of Karo Bear chicken floss and cheese, highlighting the strategic use of widespread coverage and geo-targeting capabilities of elevator media.

Richy’s CMO, Ms. Trinh Van, shared about launching a product campaign

Richy’s CMO, Ms. Trinh Van, shared about launching a product campaign

On June 20, Ms. Na Dinh, Head of Cookie Brands at Mayora Vietnam, also shared their Tet campaign for Danisa butter cookies. Mayora adopted a multi-channel strategy that included several touchpoints, with a particular focus on elevator advertising in office buildings, supermarkets, and high-end residential areas during the peak consumer season. By targeting office towers and densely populated apartments with their core audience, the campaign optimized reach cost while increasing brand recall in closed environments with minimal distractions.

Head of Cookie Brands, Mayora Vietnam, Ms. Na Dinh, shared at the forum

Head of Cookie Brands, Mayora Vietnam, Ms. Na Dinh, shared at the forum

Elevator DOOH Leads in Media Effectiveness

As part of the forum, Ms. Melanie Lindquist, APAC media expert, OOH industry advisor, and former Managing Director at Talon OOH, offered a global perspective on urban media trends. She emphasized the growing importance of elevator digital media in modern IMC strategies: “Brands are increasingly leveraging the unique media environment of digital elevator screens to execute effective campaigns and generate stronger impact.”

A representative from NielsenIQ shared research data at the forum

A representative from NielsenIQ shared research data at the forum

At the event, representatives from NielsenIQ and Kantar Media released the latest 2025 research results on the effectiveness of elevator digital media in Vietnam: 97% of respondents agreed that elevator screen ads easily attract attention, and that they significantly outperform traditional OOH channels in terms of brand and message recall. Additionally, 69% of participants found elevator ads trustworthy, free of disturbing or prohibited content, and aligned with community values.

Concluding the event series in Ho Chi Minh City and Hanoi, the forum “Brand Growth and Effective Communication: The Power of the Elevator Digital Media Channel” left a strong impression on Vietnam’s marketing and media community. It reaffirmed the practical value and effectiveness of digital elevator advertising—not only in reaching the right target audience but also in enhancing trust, optimizing costs, and ensuring meaningful brand presence in today’s urban environment.