Chicilon Media is enhancing its advertising capabilities by integrating 4G and near field communication (NFC) technologies into its extensive network. According to a company representative, the synchronization of 4G across the screen system expands content adjustment possibilities. Meanwhile, NFC activates user engagement and guides them to digital platforms. This model gradually completes the online-to-offline (O2O) cycle, connecting physical spaces with the online environment.

Chicilon Media's system comprises more than 36,000 screens located in about 3,500 buildings. The company states that integrating 4G and NFC lays the groundwork for deploying highly flexible campaigns. This also meets the requirements for measuring and optimizing elevator media effectiveness.

The "Your Women's Day wish calls your name" campaign is broadcast across the company's advertising network. Photo: Chicilon Media

Leveraging this advanced platform, the company launched the "Your Women's Day wish calls your name" campaign. Unlike traditional elevator advertising models that broadcast a single, uniform message across the entire system, this women's day campaign utilizes 4G technology. This allows each screen in the system to update with specific content tailored to individual buildings and particular times.

For the same campaign, content displayed in office areas differs from that in apartment complexes. At some locations, screens may show a call to action, inviting users to register for personalized greetings from artists such as Ngo Kien Huy or Isaac. At other locations, personalized wishes might come from artists Ninh Duong Lan Ngoc or HuyR. Thanks to 4G connectivity, content on each screen is updated in real time from the operations center throughout the campaign. This enables the company to monitor interaction at each building and adjust content to align with deployment progress.

Customers tap NFC to create personalized greetings. Photo: Chicilon Media

In addition to the 4G infrastructure, NFC technology is integrated into Chicilon Media's screens to allow direct user interaction. By tapping their phone on a screen, users can register to participate in the program and receive greetings broadcast at their desired building within the Chicilon Media system. This combination of two new technologies connects physical touchpoint behavior with digital platforms, forming a seamless journey from display to interaction. The system records interactions at each location, supporting the deployment of location-based personalization activities.

A Chicilon Media representative stated that as user behavior becomes increasingly fragmented across platforms, communication activities can no longer stop at message display. Instead, they need to be linked with the ability to track interactions and adjust content according to specific contexts. The innovative approach of the "Your Women's Day wish calls your name" campaign demonstrates that elevator media can become an emotional touchpoint for consumers, rather than just a content display. The campaign also serves as a pilot step for an integrated communication model, where display, interaction, and data are connected at a single touchpoint.

(Source: Chicilon Media)

The "Your Women's Day wish calls your name" campaign accepted registrations from 24/2 until the end of 7/3, with wishes expected to be broadcast between 2/3 and 8/3. Viewers can tap NFC on elevator screens within the Chicilon Media system to participate and await the moment their name appears alongside a wish from Ngo Kien Huy, Isaac, Ninh Duong Lan Ngoc, or HuyR.