Chicilon Media has unveiled a new communication message: "The media where brands are truly seen." This shift reflects the company's updated perspective on advertising effectiveness, moving beyond traditional metrics to focus on how brands truly connect with consumers in an increasingly fragmented media environment. The new slogan is based on a three-step communication logic: being seen, being remembered, and generating effectiveness.

In today's media landscape, the sheer number of communication channels means consumers constantly receive information from various platforms. However, an advertisement's appearance does not guarantee viewers truly pay attention or remember its content. This challenge highlights the need for media strategies that ensure genuine engagement.

According to Chicilon Media, this is why the company adjusted its slogan from "The most effective media platform" to "The media where brands are truly seen." This new message emphasizes the process of achieving advertising effectiveness rather than just the final outcome.

An advertisement displayed on a Chicilon Media screen in an office lobby. Photo: Chicilon Media

Le Viet Hai Son, CEO of Chicilon Media, noted that a campaign's effectiveness does not solely depend on budget or impression numbers. The crucial factor is whether advertisements truly capture consumers' attention and receive repeated exposure in familiar spaces. He explained that advertising effectiveness typically follows a clear path: ads must first appear in users' daily routines to be seen. Then, repeated exposure helps brand information be remembered. Once these two conditions are met, communication effectiveness can form, a principle upon which the new slogan is built.

Consumer attention is an increasingly scarce resource in an increasingly diverse media environment. An advertisement being broadcast, a billboard being installed, or content appearing online does not guarantee users fully view it. Therefore, the ability to maintain attention in daily living and working spaces is a crucial factor when companies select communication channels.

Industry experts suggest that elevator media has a distinct advantage in attracting attention due to its enclosed space, high usage frequency, and difficulty of being ignored in urban life. Chicilon Media's long-standing focus on elevator media stems from observations about this environment's unique accessibility. Users typically have short waiting or travel times in elevators, allowing advertisements to appear at close range and repeat multiple times daily.

The company believes consistent repetition in fixed living spaces can increase brand recall compared to single exposures. Chicilon Media's placement system, broadcast frequency, and time slots are arranged to ensure advertisements reach the same target audience multiple times daily. This approach is expected to help advertising content be fully seen and remembered longer.

In a rapidly changing advertising market, many brands prioritize a communication channel's actual reach over short-term impression metrics. The slogan "The media where brands are truly seen" is expected to better reflect how Chicilon Media perceives the value of communication in this new context.

Thai Anh