Everon’s Double-Decker Bus Roadshow Brings the Bedroom Space “to the Streets”

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Everon spreads the message “Where Emotions Return” across major central routes in Ho Chi Minh City through an eye-catching double-decker bus roadshow featuring illuminated 3D LED lightboxes.

Table of Contents

1. Campaign Overview

Campaign Name: Everon Bedroom Space – Where Emotions Return
Brand: Everon
Industry: Bedding & Home Textiles
Duration: November 28 – December 7, 2025
Location: Ho Chi Minh City
Operating Hours: 09:00 – 20:00 daily
Execution Format: Double-decker bus roadshow with illuminated 3D LED lightboxes & QR-integrated maquette, combined with pre-show TVC advertising at CGV cinemas and broadcast TV commercials, creating multi-touchpoints and high-frequency exposure.

2. Background

The year-end season marks a peak period for the home goods market—especially bedding products. However, competition in the industry has shifted beyond product features, moving toward emotional value, lifestyle expression, and immersive spatial experiences.

Consumers today increasingly view the bedroom as an “emotional sanctuary”—a personal space where they recharge and restore balance after a busy day. This shift motivates brands to refresh their communication approach, moving away from purely functional messaging.

As a market leader, Everon needed a bold communication push:

to rejuvenate its brand image,
to remind customers of the emotional value behind its products,
and to avoid competing solely on price or material specifications.

Everon chose to make an impression with an emotionally driven communication strategy, combining Roadshow + multichannel media in Ho Chi Minh City to activate experience, spark emotion, and enhance brand visibility.

3. Campaign Objectives

Increase brand visibility: Create a standout, youthful, emotionally resonant presence during the peak shopping season.
Boost interest in core products: The roadshow integrated QR Codes leading directly to landing pages featuring Everon’s bestselling pillows and latex mattresses—converting awareness into product exploration.
Maximize reach through multichannel communication: Combine double-decker roadshow – cinema TVCs – TV broadcasts to drive high-frequency reinforcement and stronger recall.
Support sales growth: Generate “soft demand,” contributing to revenue uplift during the year-end period.

4. Communication Strategy & Key Message

Consumer Insight

Vietnamese consumers now view the bedroom not merely as a sleeping space but as a private emotional haven, where they find relaxation, equilibrium, and quiet moments after a long day.

Key Message: “Everon Bedroom Space – Where Emotions Return”

This message acts as an invitation to a warm, refined space where every material, color tone, and layer of softness is curated to deeply touch the user’s emotions.

Creative Strategy

Create a “mobile Everon bedroom” through the double-decker bus maquette combined with illuminated 3D LED lightboxes, ensuring visibility both day and night.
Position the QR Code prominently so passersby can easily scan to discover Everon pillows and latex mattresses—enhancing conversion potential.
Leverage CGV cinemas—home to young audiences and families—to air TVCs before the movie starts, when viewer attention is highest.
Connect the emotional narrative seamlessly across touchpoints: from the streets → into the cinema → onto TV screens.

5. Communication Channels

Double-Decker Bus Roadshow – 3D LED Lightboxes – QR Code

Deliver strong visual impact with bright, standout LED lightbox design.
Travel primarily through District 1 and iconic city landmarks with high audience density.
Encourage interaction through QR Codes, enabling passersby and photo-takers to explore products instantly.

Cinema Advertising at CGV

Aired before movie showtime, the moment with the highest full-view rate.
Displayed at high-traffic CGV Crescent Mall.
Deepened emotional engagement and strengthened brand messaging.

Broadcast TV Commercials

Aired on high-reach TV channels for greater credibility.
Reinforced brand recall with consistent frequency.

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6. Sixth Sense Media’s Role in the Campaign

Sixth Sense Media handled the planning – booking – production – execution – operation of all campaign components, including:

Strategic consulting for integrated multichannel advertising.
Designing & producing the bus wraps and 3D LED lightboxes for maximum visibility.
Mapping and managing roadshow routes to ensure optimal traffic flow and continuous exposure throughout the 10-day activation.
Providing daily real images & video reports.
Booking cinema TVCs at CGV and coordinating TV broadcast placements.

Sixth Sense Media JSC

Hanoi Office:
3rd Floor, No. 6 Nguyen Cong Tru Street, Hai Ba Trung, Hanoi
Tel: (0243) 237 3692
Hotline: 0982 513 898

Ho Chi Minh City Office:
459 Su Van Hanh Street, Ward 12, District 10, Ho Chi Minh City
Tel: (08) 88 589 489
Hotline: 0934 519 516

Email: contact@ssm.vn

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