In the volatile FMCG market, building a solid and accessible brand image in the minds of consumers is a vital challenge. Recently, Sixth Sense Media partnered with the TAB 100 Draft Beer brand to launch a massive billboard (Pano) advertising campaign, creating a powerful brand identity network across the Northern region.

1. Campaign Overview

• This campaign by TAB 100 focuses on creating a stable presence and a long-lasting impression through a system of large-scale billboards.
• Campaign Name: TAB 100 Draft Beer – Truly fresh, truly tasteful.
• Brand/Product: TAB 100 Draft Beer.
• Industry: FMCG (Fast-Moving Consumer Goods).
• Implementation Period: 12 consecutive months.
• Location: 11 provinces and cities with 20 strategic Pano locations.
• Implementation Format: Custom Pano advertising at key traffic routes.

2. Campaign Background

TAB 100 Draft Beer is a premium product line famous for its modern production process and pure, delicious flavor. To boost sales and expand brand influence in 2026, TAB 100 required an advertising solution capable of maintaining a continuous presence and high visibility to reach the maximum mass audience.

Choosing Pano advertising on key routes helps TAB 100 solve the problem of coverage and reach frequency. Across 11 provinces, billboard locations were carefully selected to ensure the brand’s message always appears in areas with the highest traffic volume.

3. Campaign Objectives

• Strengthen Brand Image: Maintain a stable presence of prominent draft beer imagery in key areas.
• Create a Lasting Impression: Deeply engrave the brand identity into customers’ minds through a unified recognition system.
• Increase Reach Efficiency: Ensure good visibility and high exposure frequency to consumers throughout the 12-month implementation.
• Business Support: Create momentum for local agents and points of sale by providing strong media coverage directly within the area.

4. Strategy & Communication Message

The campaign is built on a combination of strong visual identity and an influential brand representative.

• Design Concept: Use the characteristic golden hue of beer as the primary color throughout. This not only creates a striking visual effect but also brings absolute consistency across the entire system of 20 Pano locations.
• Communication Message: “TAB 100 Draft Beer – Truly fresh, truly tasteful.”. The message is concise, directly affirming product quality and its suitability for beer lovers’ tastes.
• Brand Representative: The campaign features football player Hong Son. The image of the famous player not only conveys a strong sporting spirit but also creates a sense of familiarity and trust for Vietnamese consumers.

5. Implementation Communication Channels

Sixth Sense Media surveyed and selected 20 strategic Pano locations across 11 Northern and neighboring provinces. This system focuses on:

• Main roads and gateways to major cities.
• National highways with high vehicle density.
• Locations with clear views and no obstructions, allowing the vibrant golden maquette and Hong Son’s image to be easily recognized from a distance.
• Reasonable advertising costs for a large-scale campaign.

6. The Role of Sixth Sense Media

As the full-service execution agency, Sixth Sense Media ensures the project’s success through professional commitments:

• Prime Location Selection: Consulting and providing a system of 20 Pano locations with the best visibility and highest volume of target customers.
• Standard Execution: Ensuring sharp printing quality and durable materials that withstand harsh weather to maintain the maquette’s beauty for one year.
• Maintenance & Upkeep: Closely monitoring the condition of the billboards and lighting systems to ensure the advertisement stands out day and night.
• Effective Management: Providing periodic reports to help the brand transparently track coverage and campaign status.

The combination of TAB 100’s quality draft beer, the appeal of legendary player Hong Son, and Sixth Sense Media’s implementation capacity has created a brilliant OOH campaign, affirming the brand’s position on the Vietnamese draft beer map.

Sixth Sense Media JSC

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