The event, held on 9/7 in Hanoi, attracted nearly 100 guests, including market experts, representatives from fast-moving consumer goods (FMCG) brands, retail systems, and specialized media agencies. Major FMCG brands such as Orion, Richy, Trang An, Huu Nghi, and Heineken were among the attendees.

Experts noted that despite the volatile FMCG market, Tet remains a crucial period for growth. However, changing consumer behavior and purchasing channels require businesses to adapt their approach and distribution strategies.

The seminar attracted nearly 100 experts from FMCG brands. Photo: Chicilon Media

The seminar attracted nearly 100 experts from FMCG brands. Photo: Chicilon Media

A NielsenIQ representative stated that despite economic uncertainties in Quarter I/2025, demand for essential goods like food and beverages is recovering, boosting the entire industry. Consumer shopping habits are also shifting, with 63% of surveyed consumers prioritizing one-stop shopping at supermarkets to save time and optimize spending. This presents both a challenge and an opportunity for brands and retailers. During Tet, communication and distribution must be broad, but more importantly, targeted—reaching the right people, at the right time, and at the right point of sale.

"The period leading up to Tet is a golden opportunity to drive purchase decisions; the brand that creates effective touchpoints will win," the NielsenIQ representative said.

Capitalizing on this trend, Chicilon Media has deployed a network of advertising screens in over 48 major supermarkets nationwide. These screens are strategically placed at entrances and checkout areas, high-traffic locations with maximum visibility.

According to a company representative, this system creates a visual impact, linking brands directly with in-store promotions and displays, establishing an effective communication platform based on a "lead-convert on-site" model. Chicilon Media currently offers a 4-in-1 media system: residential areas, offices, supermarkets, and airports.

This network covers nearly 4,000 buildings and residential areas, over 48 major supermarkets, and 14 key airports across the country. This allows brands to be present throughout consumers' living-working-shopping journey before, during, and after Tet.

Chicilon Media representative speaking at the seminar. Photo: Chicilon Media

Chicilon Media representative speaking at the seminar. Photo: Chicilon Media

Notably, Chicilon Media has deployed nearly 32,800 LED and LCD screens in apartment building and office elevators nationwide. This system effectively reaches middle- and high-income customers, who tend to spend significantly during Tet.

According to a NielsenIQ survey, brand recognition for FMCG products through this channel reaches 85%, making it a particularly effective medium for brands in this sector.

Chicilon Media has developed its own intelligent content distribution system. This system allows content to be tailored to specific cities, contexts, and timeframes. The company also incorporates AI strategies to optimize reach, ensuring that the right message reaches the right person at the right time, delivering exceptional results during peak seasons.

The company has also established a verifiable advertising effectiveness evaluation system through collaborations with independent research firms like Kantar Media and NielsenIQ. Regular reports measure reach, awareness, and purchase intent, allowing brands to "see results—with supporting data." This provides brands with a basis for evaluating effectiveness and confidently making long-term investments.

At the event, many industry experts in brand management praised Chicilon Media's comprehensive communication strategy, highlighting its strength in "real touchpoints - real conversion". Brands indicated they would increase investment in building-based media channels combined with supermarket points of sale for the Tet 2026 campaign, aiming for clear, sustainable growth and high conversion rates.

Elevator advertising channel featuring a FMCG brand's Tet TV commercial. Photo: Chicilon Media

Elevator advertising channel featuring a FMCG brand's Tet TV commercial. Photo: Chicilon Media

According to a company representative, amidst the restructuring of the advertising industry, Chicilon Media is pursuing a professional, transparent, and measurable approach to communication. "We bring brands back to the core essence of communication: being seen, being remembered, and converting," the representative said.

For the second half of this year, the company plans to further expand its network in supermarkets, residential areas, and shopping malls. It also plans to release the Building Elevator Media Journal 2.0 and industry standards for elevator media, contributing to the development of a modern, professional, and responsible advertising ecosystem.

According to experts, the Tet 2026 media race has officially begun. In a competitive and fragmented market, brands that choose the right channels and the right partners will seize the opportunity to break through.

(Source: Chicilon Media)