The GO! Thăng Long double-decker bus roadshow captured attention across the city, spreading the message of a bold “Hanoi-style transformation” and attracting large crowds during the peak year-end shopping season.

1. Campaign Overview

• Campaign name: GO! Thăng Long – A New Look
• Brand: GO! (Central Retail Vietnam)
• Industry: Retail – Shopping Mall
• Campaign period: November 28 – 30, 2025 (3 days)
• Location: Hanoi
• Activation hours: 09:00 – 20:00 daily
• Execution format: A double-decker bus roadshow featuring a prominent 3D LED lightbox announcing the grand reopening, combined with on-bus activation activities including interaction and gift-giving. The campaign ran for three consecutive days, traveling through major central routes to create large-scale visual impact and capture mass attention across the capital.

2. Background

GO! Thăng Long Shopping Mall (formerly Big C Thăng Long) has just completed a comprehensive upgrade, featuring a total floor area of 35,180 m² across three retail levels, backed by an investment of over VND 650 billion. Beyond facility enhancements, GO! Thăng Long is positioned as a “multi-experience mall” — a contemporary destination for shopping, dining, entertainment, and essential services tailored to the lifestyle of urban consumers.

The reopening took place during the year-end retail peak — when consumer demand surges, but competition among shopping centers becomes fiercer than ever. A wave of promotional events and festive campaigns across the city makes audiences increasingly overwhelmed by commercial messaging.

To stand out in such a competitive context, GO! Thăng Long needed a communication solution capable of instantly capturing attention and signaling to the public that: GO! Thăng Long has transformed — and is ready to welcome visitors with a completely refreshed experience.

The double-decker LED roadshow combined with on-bus activation became the ideal choice: high visibility, mobile outreach, and strong organic reach across crowded urban routes.

3. Campaign Objectives

• Increase brand & event awareness: Ensure Hanoi residents quickly recognize GO! Thăng Long’s grand reopening with a fully upgraded, modern look.

• Drive footfall to the mall: Roadshow visibility + gifts + activation activities were designed to spark curiosity and motivate immediate store visits.

• Create a lively atmosphere & maximize coverage: The iconic double-decker bus with LED signage created a moving visual spectacle, generating natural sharing across social media and word-of-mouth.

• Mark GO!’s transformation milestone: Reinforce the mall’s elevated positioning within Hanoi’s competitive retail landscape.

4. Strategy & Key Communication Messages

Insight

• Modern consumers in Hanoi increasingly prefer shopping destinations that combine convenience with experiential value — especially during the festive year-end period.
• However, mall upgrades often go unnoticed if communicated solely online or via static billboards. Audiences need a visible, tangible, real-world trigger to feel the change.

Big Idea:“Mobile Billboard on Wheels — When GO! Thăng Long transforms, the streets of Hanoi become its runway.”

The double-decker LED bus acted as a “moving spotlight,” bringing the grand reopening message directly to consumers — vivid, dynamic, and impossible to miss.

Key Message: “GO! Thăng Long – Successfully Transformed, Perfectly Fit for Hanoi’s Taste”

Short, memorable, and reflective of the mall’s modernized identity aligned with the lifestyle of Hanoi consumers.

5. Media Channels

This campaign centered entirely on: Double-Decker Bus Roadshow + On-Bus Activation

Double-Decker LED Bus Roadshow

• Continuous movement along major central and residential routes

• High-visibility 3D LED signage effective day and night

• Consistent, impactful display of the grand reopening message

On-Bus Activation

• Brand ambassadors interacting directly with the public

• Distribution of small gifts to create positive emotional engagement

• Reinforced recall of the reopening event through real-world touchpoints

6. Sixth Sense Media’s Role

Sixth Sense Media acted as the OOH & Roadshow lead agency, managing the campaign end-to-end — from planning to execution:

• Consultation & route planning: Optimized roadshow itinerary based on traffic density and target audience hotspots to maximize visibility during peak hours.

• LED lightbox & creative production: Designed standout visuals aligned with the “new look” concept while maintaining GO!’s brand identity.

• Bus operation & activation management: Coordinated bus schedules, on-ground teams, gift distribution, and engagement monitoring.

• Compliance & safety: Ensured all operations adhered to roadshow regulations and safety standards.

• Reporting & evaluation: Provided full campaign documentation, interaction statistics, and estimated reach to measure communication impact accurately.

The GO! Thăng Long grand reopening roadshow demonstrates that when creativity blends mobility, direct interaction, and real-world experience, OOH advertising remains one of the most powerful channels — especially in a market where offline engagement still drives major consumer decisions.

Sixth Sense Media is proud to be the trusted OOH and roadshow partner capable of transforming ideas into impactful real-world executions that help brands stand out — uniquely, boldly, and effectively.

Sixth Sense Media JSC

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