In recent days, LED screens in building elevators have been broadcasting images and videos for the campaign, "Your Name, Your March 8 Wish". The program has garnered support from actress Ninh Duong Lan Ngoc and singers Ngo Kien Huy, Isaac, and HuyR, attracting attention from office workers and residents alike.

Instead of traditional advertisements, the screens display content encouraging viewers to interact and register for personalized March 8 wishes. Fans can tap the NFC feature on Chicilon Media’s elevator screens to participate, anticipating the moment their name appears alongside a greeting from the stars. NFC, or Near Field Communication, is a short-range wireless communication technology that allows two devices to exchange data when placed within 4 cm of each other.

Ninh Duong Lan Ngoc, Ngo Kien Huy, and other celebrities praised the campaign as an engaging way to connect with their fans. The artists expressed their eagerness to send joyful March 8 wishes to their supporters.

The stars expressed excitement to participate in the "Your Name, Your March 8 Wish" campaign. Photo: Chicilon Media

On forums and Chicilon Media's Fanpage, most viewers expressed enthusiasm, looking forward to receiving wishes from their idols. Many Gen Z individuals believe that actively interacting and registering directly at their workplace or residence creates a sense of closeness, especially on International Women's Day.

Nguyen Ly, 27 years old, from TP HCM, a member of Isaac's fan community, shared that while waiting for the elevator, she saw a March 8 greeting from Isaac along with a call to "Tap NFC to learn more" on the LED screen in the building lobby. "The personalized March 8 wish registration made me curious, and I wanted to try it immediately. The NFC tapping process was smooth, and the registration was simple," she explained.

Hong Tho, 30 years old, from Ha Noi, shared a similar sentiment, experiencing the opportunity to interact and register for a wish from Ninh Duong Lan Ngoc for the first time in her residential area. "The experience was quite novel, especially hearing my name called by my idol. This makes fans feel closer to the artists than just following them on social media," she said.

Elevator screens serve as touchpoints for viewers to interact and register for personalized March 8 wishes. Photo: Chicilon Media

A highlight of the campaign is Chicilon Media's approach to bringing interactive activities into real-world spaces, utilizing a 4G-connected LED system. Content is personalized for each specific screen, dynamically updated based on context and viewer behavior.

"Each elevator screen can display different content, creating a surprising experience for viewers who encounter tailored messages, unlike the uniform advertisements broadcast previously," a company representative explained.

On this platform, NFC technology plays a crucial role in activating the experience, enabling fans to actively interact and register for personalized wishes linked to their home or work location. According to Chicilon Media's representative, opening early registration aims to build anticipation and connect viewers with the campaign from its initial stages.

Wishes will be broadcast in the building where fans live or work. Photo: Chicilon Media

The March 8 celebration is taking place simultaneously across a system of screens upgraded in late 2025. The company currently operates over 36,000 LED screens in 3,500 buildings, equipped with 4G connectivity and NFC interactive features. This infrastructure sets the stage for implementing a range of flexible and scalable indoor communication formats.

Through this system, viewers can actively interact by tapping their phones, thereby participating in activities, receiving offers, or directly accessing brand websites. This approach gradually completes a closed loop from "display" to "conversion" at the real-world touchpoint.

The "Your Name, Your March 8 Wish" campaign opened for registration from 24/2 to 7/3, allowing viewers to tap NFC directly on screens to sign up for personalized wishes. Messages celebrating International Women's Day are scheduled to be broadcast from 2/3 to 8/3.

Phu Cat