KBI Combines Bus Window and Full-Body Advertising in Hanoi and Nghe An

Over a 12-month period, KBI Electric Cable partnered with Sixth Sense Media to launch a bus advertising campaign in Hanoi and Nghe An. Featuring a total of 12 buses, the campaign combined die-cut window advertising in Hanoi with full-body bus advertising in Nghe An, bringing the brand image and fire-resistant cable messages to the streets across both locations.

1. Campaign Overview

• Campaign Name: KBI – Fire-Resistant Electrical Cables
• Brand: KBI Electric Cable
• Industry: Construction Materials – Electrical Wires and Cables
• Campaign Duration: 12 months
• Locations: Hanoi and Nghe An
• Scale: 12 buses
• Advertising Formats: Die-cut window advertising on 7 buses in Hanoi and full-body advertising on 5 buses in Nghe An.

2. Campaign Background

KBI is a wire and cable brand with a history of more than 60 years in South Korea, developing product lines for both residential and industrial applications. Among its offerings, fire-resistant electrical cables are a key product line, emphasizing durability and safety for electrical systems in construction projects.

As the market places increasing importance on the quality and safety of electrical materials, establishing brand credibility and clearly communicating product features have become essential. However, this is a highly technical product category that requires visual, accessible, and memorable communication.

With buses continuously traveling along various routes, bus advertising became a suitable choice for KBI to expand its brand presence in Hanoi and Nghe An, while bringing its brand image closer to the public.

3. Communication Objectives

• Increase Brand Awareness: Expand KBI’s presence along major traffic routes in Hanoi and Nghe An.
• Communicate Product Messages: Help the public remember the product features emphasized by the brand, including fire resistance, durability, and safety.
• Strengthen Brand Trust: Increase awareness of the brand’s South Korean origins and its history of more than 60 years in South Korea.
• Expand Market Reach: Reach diverse customer groups through the regular movement of buses across the two locations.
• Maintain Long-Term Brand Visibility: Create repeated brand exposure throughout the 12-month campaign period.

4. Communication Strategy & Key Messages

Insight

Customers looking for electrical cables tend to prioritize quality, durability, and safety. Therefore, beyond introducing product features, the brand needs to communicate its credibility and the values that inspire customer confidence.

Big Idea: KBI – Spreading Safety on Every Journey

KBI chose bus advertising to bring its brand image and fire-resistant electrical cable products onto traffic routes in Hanoi and Nghe An. The messages were tailored to each market: highlighting “Korean-standard fire-resistant electrical cables” in Nghe An, and “Durable – Safe – No Toxic Smoke” in Hanoi.

Combined with the statement “A Brand with Over 60 Years of History in South Korea” featured on the advertising designs, the campaign helped reinforce brand credibility while making KBI’s key product values more memorable to the public.

5. Media Channels & Execution Formats

Rather than applying a single advertising format across both locations, the campaign combined two different bus advertising methods to suit each market and maximize message visibility.

Hanoi – Die-Cut Bus Window Advertising

In Hanoi, 7 buses featured die-cut window advertising, with KBI’s visuals displayed directly on the vehicle windows. This distinctive execution created a striking visual effect, helping the advertisements stand out as the buses traveled through city streets.

The key message focused on the product features emphasized by the brand: “Fire-Resistant Electrical Cables – Durable – Safe – No Toxic Smoke.” The concise and direct wording made the message easier for passersby to notice and remember.

Nghe An – Full-Body Bus Advertising

In Nghe An, the campaign featured full-body advertising on 5 buses. With a larger display area, the brand visuals and key messages were presented prominently, making them easier for the public to notice as the buses traveled along local routes.

The message “Korean-Standard Fire-Resistant Electrical Cables” was selected as the main communication focus. It was complemented by information about the brand’s history of more than 60 years in South Korea, helping strengthen brand awareness and customer confidence.

Combining these two advertising formats allowed the campaign to create visual variety while ensuring that the messages were communicated appropriately in each market.

6. Sixth Sense Media – Full-Service Bus Advertising Consultant & Execution Partner

As KBI Electric Cable’s campaign partner, Sixth Sense Media was responsible for consulting and executing advertising across a total of 12 buses in Hanoi and Nghe An.

From selecting suitable advertising formats to producing, installing, and completing the visuals on each vehicle, SSM focused on maintaining consistent brand presentation while meeting the display requirements of each advertising format.

Running for 12 months, the bus advertising campaign helped KBI maintain a consistent presence along traffic routes, bringing the brand closer to the public through repeated, natural exposure in everyday life.

Through this project, Sixth Sense Media further demonstrated its expertise in consulting on and executing OOH advertising campaigns on transportation vehicles, flexibly combining different advertising formats to meet businesses’ communication objectives.

Sixth Sense Media JSC

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