The die-cut bus advertising campaign became a standout touchpoint, helping AEON Mall amplify the message “Shop for Tet Gifts at AEON Mall” and attract customers early in Long An and Hanoi.

1. Campaign Overview

The year-end shopping season is always a peak period for the retail and shopping mall industry. To amplify Tet promotion messages and drive customers directly to its shopping centers, AEON Mall launched an OOH campaign using die-cut bus advertising across key urban areas.

Campaign Information:

• Campaign Name: Shop for Tet Gifts – Visit AEON Mall
• Brand / Client: AEON Mall
• Industry: Supermarket – Shopping Mall
• Duration: 01/11/2025 – 31/12/2025
• Locations: Long An & Hanoi
• Format: Die-cut bus advertising with maximum display across both sides of the bus body and bus windows. With its eye-catching design, the die-cut format allows AEON Mall’s brand visuals to “break out of traditional frames,” creating a strong visual impact on the streets.

2. Background

Year-end is the time when demand for shopping, gifting, and Tet preparation rises sharply. Consumers tend to:

• Plan their shopping early
• Look for attractive promotional offers
• Prioritize convenient shopping destinations with a wide range of products

In this context, AEON Mall launched the program “Shop for Tet Gifts – Early booking promotion with 8% off” at AEON Mall Tan An (Long An) and AEON Mall Xuan Thuy (Hanoi) in order to:

• Activate early shopping demand
• Drive customers to shopping malls from the very beginning of the Tet season
• Gain a competitive advantage over other retail destinations

To ensure the promotion message would not be “lost” amid the year-end digital media clutter, AEON Mall chose bus advertising — a direct, repetitive, and highly visible channel embedded in daily urban life.

3. Campaign Objectives

• Increase awareness of the Tet shopping program at AEON Mall Tan An and AEON Mall Xuan Thuy
• Clearly communicate the 8% early booking discount, encouraging early purchase behavior
• Expand AEON Mall’s brand presence along high-traffic routes, reaching families, office workers, and urban residents

4. Strategy & Communication Message

Insight

• Consumers travel frequently on inner-city routes toward the end of the year
• Tet shopping decisions are often made early when promotions are clearly communicated
• Tet imagery should evoke familiar, emotional, and easily memorable feelings

Strategy

Using die-cut bus advertising as a “mobile billboard” allowed AEON Mall’s Tet message to:

• Appear repeatedly on crowded urban routes
• Create strong visual impact thanks to large display areas
• Associate AEON Mall’s brand image with a vibrant and festive Tet shopping atmosphere

Key Messages

• “Shop for Tet Gifts – Visit AEON Mall”
• Early booking promotion with 8% off
• Clear display of program locations and campaign duration

The messages were designed to be concise and easy to read within just a few seconds of exposure — perfectly aligned with the nature of transit advertising.

5. Media Channels

The campaign focused on die-cut bus advertising in Long An and Hanoi.

Key advantages of this execution format:

• Large display areas across the bus body and windows
• A “full-frame” visual effect that captures attention
• Broad audience reach, including pedestrians, commuters, and urban residents
• High repetition throughout the day, strengthening message recall

Bus advertising not only supported brand awareness but also played a key role in activating shopping demand from the early Tet season.

6. Role of Sixth Sense Media

In this campaign, Sixth Sense Media (SSM) was responsible for:

• Consulting on OOH formats suitable for the retail and shopping mall sector
• Selecting effective bus routes and deployment areas in Long An and Hanoi
• Executing die-cut installation with ensured aesthetics and safety
• Monitoring operations to ensure display quality and compliance throughout the campaign period

SSM’s close collaboration helped AEON Mall optimize contact effectiveness, transforming buses into dynamic communication channels that spread the Tet shopping atmosphere across city streets.

Sixth Sense Media JSC

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