This insight was highlighted during the forum “Brand Growth and Effective Communication: The Power of Elevator Digital Media,” organized by MMA Global Vietnam and Chicilon Media on May 21.
 |
|
A forum co-organized by Chicilon Media drew more than 200 top marketing professionals on May 21, 2025. Photo courtesy of Chicilon Media |
Over 200 attendees participated, representing companies such as Hyundai, VNPT, Traphaco, Karofi, Mayora, StackAdapt, Mindshare Vietnam, Richy, along with research firms NielsenIQ and Kantar Media. Vietnamese and international marketing experts discussed the challenges of urban communication amid increasingly fragmented marketing budgets. Brand leaders exchanged experiences on multi-channel campaigns and explored the effectiveness of each platform in customer engagement.
A key highlight was Richy’s case study featuring the launch of its new product, Karo bear-shaped biscuits filled with cheese and chicken floss. The campaign leveraged a multi-channel strategy, particularly Digital Out-of-Home (DOOH) media, emphasizing elevator screens in offices, apartments, and supermarkets—locations frequently visited by target customers.
 |
|
Trinh Van, CMO of Richy, speaks at the forum. Photo courtesy of Chicilon Media |
Trinh Van, Marketing Director at Richy Group, noted that elevator media’s wide coverage and targeted locations clearly boosted campaign results. The confined, low-distraction environments enabled Richy to effectively engage consumers in familiar settings, enhancing brand connection and recall.
Adding a global viewpoint, Melanie Lindquist, an Asia-Pacific communication expert and former CEO of APAC Talon OOH, emphasized elevator media’s rising significance in integrated marketing strategies. Lindquist highlighted elevator spaces as uniquely effective environments due to their high attention levels and minimal distractions. “This rare environment allows brands to deliver personalized and impactful messages,” Melanie stated.
Experts at the forum observed that elevator advertising, previously considered supplementary, has become crucial in urban settings. Given consumers’ increasing exposure to media clutter, present valuable opportunities for brands to achieve standout visibility and heightened consumer engagement.
A 2025 NielsenIQ study revealed 97% of respondents easily noticed elevator digital ads, which also significantly improved brand and message recall compared to traditional outdoor advertising. The enclosed elevator environment facilitates deeper consumer engagement, enhancing ad effectiveness without increased budgets.
 |
|
Tran Thi Thanh Mai, General Director of Kantar Media, speaks at the event. Photo courtesy of Chicilon Media |
At the forum, Kantar Media presented findings from its April 2025 study, confirming elevator media as the most trusted and valued channel among office workers and residents. The study indicated 62% found elevator ads timely and informative, while 69% regarded them as reliable, clean, and suitable for public spaces.
Tran Thi Thanh Mai, General Director of Kantar Media, shared data from the Saigon Special beer Tet 2024 campaign, noting that 39% of consumers made purchasing decisions influenced by elevator advertisements. “This highlights elevator advertising’s effectiveness in raising brand awareness and directly influencing purchasing behavior,” she said.
A representative from Chicilon Media remarked that the forum offered marketers valuable insights supported by in-depth research and credible metrics. Participants explored contemporary media trends suited to dynamic urban environments. Elevator digital media has proven crucial in enhancing consumer reach and delivering distinctive experiences throughout multi-touchpoint campaigns.
The event facilitated discussions among marketing professionals, equipping them to craft forward-looking strategies attuned to the dynamic digital advertising landscape.
