50 cars were transformed into moving billboards to announce the grand opening of Dodohan Samgyetang restaurant in Da Nang. The advertising campaign spread across all major streets, attracting both domestic and international customers.

1. Campaign Overview

• Campaign name: Grand Opening of Korean Restaurant Dodohan Samgyetang in Da Nang

• Brand/Product: Korean Ginseng Chicken Soup (Samgyetang)

• Industry: Restaurant – F&B

• Campaign period: August 1 – October 31, 2025

• Location: Da Nang City

• Format: Car advertising decals combined with in-car flyers

2. Background

Da Nang’s F&B market is extremely dynamic, with fierce competition from many big and small brands. Particularly, the Korean cuisine segment is increasingly growing, requiring new brands to have breakthrough communication strategies to make a mark.

Dodohan Samgyetang is a reputable Korean F&B brand, renowned for its traditional ginseng chicken soup (Samgyetang). Unlike other Korean restaurants, Dodohan focuses on delivering authentic, high-quality Korean dining experiences, especially the nutritious ginseng chicken soup.

Positioned as “Korea’s No.1 Nutritious Dish”, the brand targets customers who love Korean cuisine, care about health, and seek dishes that are both delicious and beneficial.

3. Campaign Objectives

• Increase Dodohan Samgyetang’s brand awareness in Da Nang.

• Promote the image of the signature dish, reinforcing the quality of “Korea’s No.1 Nutritious Dish.”

• Drive customer engagement by providing contact details and QR codes on flyers, making it easy to find the address and book a table.

4. Strategy and Message

Strategy: Using car advertising as the main communication channel. Instead of fixed billboards, 50 cars wrapped with advertising decals became 50 mobile “brand ambassadors.” These cars moved across major roads, central areas, offices, and residential neighborhoods, ensuring maximum coverage.

Core messages displayed on cars:

• “Korea’s No.1 Nutritious Dish” – Highlighted on the vehicle body, reinforcing the product’s nutritional value and quality.

• “Recharge Your Energy – Healthy Food” – Emphasizing health benefits, appealing to modern health-conscious consumers.

5. Communication Channels

• Car advertising: Decals placed on all four car doors with eye-catching colors, featuring appetizing images of ginseng chicken soup along with the key message “Korea’s No.1 Nutritious Dish – Recharge Your Energy.” The cars moved flexibly throughout the city, maximizing brand exposure.

• In-car flyers: Distributed directly to passengers, providing close engagement and complete information about the restaurant’s address, hotline, and grand opening promotions.

• On the grand opening day, the fleet of cars gathered in front of the restaurant, drawing strong attention from passersby.

6. Sixth Sense Media’s Role in the Campaign

Sixth Sense Media was the agency responsible for the entire campaign, including:

• Strategic consulting: Advising Dodohan Samgyetang to choose car advertising as the most suitable format for the launch and product characteristics.

• Production & execution: Designing, printing, and applying decals on 50 cars, ensuring sharp image quality and durability throughout the 3-month campaign.

• Operation & supervision: Managing and monitoring the fleet’s movements using GPS devices, providing accurate daily mileage reports to guarantee transparency and effectiveness.

With extensive experience in implementing hundreds of OOH campaigns nationwide, Sixth Sense Media once again reaffirmed its role as a trusted partner, delivering impactful communication solutions that helped Dodohan Samgyetang make a strong impression from its very first day in Da Nang.

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