The “Vietnamese Soul” (Hon Viet) art program in Da Nang utilized a powerful mix of taxi advertising and dynamic LED Out-of-Home (OOH) media, substantially boosting its visibility and reach. This initiative was launched with the core goal of driving audience interest and attendance, while simultaneously promoting the preservation of Vietnam’s traditional performing arts.

1. Campaign Summary

• Campaign Title: Promoting “Vietnamese Soul” – The Vietnamese Traditional Art Program
• Brand/Client: Nguyen Hien Dinh Tuong Theatre (Da Nang)
• Industry: Entertainment and Arts
• Campaign Period: July 15 – August 13, 2025
• Location: Da Nang City
• Execution Format: Advertising deployed on Tien Sa taxi fleets combined with prominent outdoor LED screens. This dual-channel approach ensured media was mobile on city streets, maximizing exposure to both local residents and tourists.

2. Background

The “Vietnamese Soul” program is a rich, integrated art performance produced and regularly staged by the Nguyen Hien Dinh Tuong Theatre in Da Nang. Drawing inspiration from the nation’s cultural essence, the show features a seamless blend of classical Tuong opera, folk dancing, traditional music, and modern light design. This approach delivers a fresh, engaging, and accessible artistic experience for modern audiences and visitors.

On the “Vietnamese Soul” stage, spectators are taken on a journey that narrates the beauty of the Vietnamese people, covering universal themes such as daily life, love, filial piety, and national pride. Carefully selected Tuong scenes are integrated with Chăm dance, Hue royal court choreography, and performances using traditional musical instruments like drums, lithophones (dan da), and bamboo flutes, creating a vibrant, multi-sensory artistic environment. Crucially, the program is deliberately edited to be concise and dynamic, making it highly suitable for international tourists who can easily connect with the “Vietnamese Soul” through the rhythm of the drums and the artists’ expressive movements.

Amidst the growing dominance of modern entertainment, “Vietnamese Soul” stands as a commendable effort to safeguard and revitalize the ancient art of Tuong, bringing indigenous culture closer to the general public. For this reason, the taxi and LED screen advertising campaign was strategically deployed during the summer tourist peak in Da Nang. The goal was to spread awareness of the program, ensuring that locals and tourists alike could easily identify and remember “Vietnamese Soul” as an unmissable cultural highlight of their visit to the coastal city.

3. Campaign Objectives

• Increase awareness of the “Vietnamese Soul” program among local residents and tourists, thereby driving ticket sales and audience numbers.
• Boost overall ticket revenue, leveraging special discounts and summer promotions.
• Elevate the perception of traditional culture as a premium artistic tourism product, contributing to Da Nang’s cultural tourism development.

4. Strategy and Messaging

• Audience Insight: Modern tourists and urban residents actively seek authentic, profound cultural experiences and local identity, but they require a relevant, urban reminder within the city environment.
• Big Idea: Taking the Traditional Performance to the Streets – The mobile nature of taxi advertising and the high visibility of LED screens acted as “outdoor stages” to amplify the message.
• Key Message: “Vietnamese Traditional Art Program – Vietnamese Soul.” Advertisements prominently displayed visuals of Tuong artists, Tuong masks, key performance excerpts, show schedule details, and ticket promotion information.

5. Media Channels & Key Activities

• Tien Sa Taxi Advertising: Decals featuring the program were placed on the doors of dozens of taxis, operating routes through all major tourist zones, Da Nang’s city center, and the airport – ensuring comprehensive coverage of both local commuters and visitors.
• Outdoor LED Screen: The main LED display was positioned on the facade of the Muong Thanh Song Han Hotel – directly at the six-way intersection. This placement ensured maximum sight lines from multiple traffic flows. The screen showcased sharp, short video content, program images, and ticket discounts, creating a dynamic visual anchor.

6. Sixth Sense Media’s Role

Sixth Sense Media was proud to collaborate on this highly significant project focused on cultural preservation. Our role included providing full-service implementation:

• Strategic Consulting: Advising on the optimal number of taxi wraps and the best locations for LED screen placement.
• Design Execution: Creating the final taxi decals and LED video content to suit each display format.
• Full Installation: Ensuring prompt, complete installation and coordinating the media rollout to guarantee accurate timing and location deployment.
• Campaign Management: Ongoing management and warranty coverage for the advertising units until the campaign’s conclusion.

The integrated taxi and LED OOH campaign for “Vietnamese Soul” serves as a powerful example of how modern media effectively supports traditional art – literally moving the Tuong stage from the theatre to the city streets and connecting it with a nationwide audience of visitors.

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