Sixth Sense Media deployed a double-decker bus roadshow for FPT Shop to promote the Samsung Galaxy S26 Ultra in Ho Chi Minh City, attracting significant attention across central routes.

1. Campaign Overview

• Campaign name: Introducing Samsung Galaxy S26 Ultra
• Brand: FPT Shop
• Industry: Mobile Phones
• Duration: 09/03 – 08/04/2026
• Location: Ho Chi Minh City
• Operating hours: 09:00 – 20:00 daily
• Format: Double-decker bus roadshow featuring vibrant, youthful designs highlighting Samsung Galaxy S26 Ultra, traveling across central routes in HCMC. With its large size and eye-catching visuals, the bus creates a strong visual impact, attracting attention from both residents and tourists.

2. Campaign Background

Samsung officially launched the Galaxy S26 Ultra – its latest flagship smartphone with significant upgrades in technology and user experience. As one of Vietnam’s leading tech retail chains, FPT Shop serves as the official distributor and actively implements communication campaigns to quickly bring the product closer to consumers.

Amid intense competition in the premium smartphone market, brands require a standout advertising format that is eye-catching and delivers strong visual impact. The double-decker bus roadshow in Ho Chi Minh City was selected as an effective solution to make the product stand out within the vibrant urban landscape.

3. Campaign Objectives

• Increase awareness of the Samsung Galaxy S26 Ultra
• Capture the attention of tech-savvy consumers in Ho Chi Minh City
• Create strong communication impact during the product launch phase
• Support sales activities across the FPT Shop retail system

4. Strategy & Communication Message

Sixth Sense Media advised a strategy focused on creating strong visual impact on the streets by leveraging the size and prominence of double-decker buses.

Strategy

• Utilize double-decker bus roadshow to maximize product display area
• Develop bold, youthful graphics aligned with the innovative spirit of Galaxy S26 Ultra
• Ensure continuous movement across high-traffic central routes
• Optimize exposure during daytime and evening hours

Communication Message

The campaign highlights the key innovation of Samsung Galaxy S26 Ultra – a pioneering smartphone featuring Privacy Display technology, which protects on-screen content from surrounding eyes.

Key messages displayed directly on the buses include:

• “Crowded places, private views”
• “Turn on privacy – turn off curiosity”

Through short, memorable, and thought-provoking taglines, the campaign emphasizes privacy and security in smartphone usage while sparking curiosity and capturing attention in busy urban environments.

5. Communication Channels

The campaign was executed through a double-decker bus roadshow in Ho Chi Minh City:

• Double-decker buses with standout advertising visuals
• Routes covering high-traffic central areas
• Continuous operation from 09:00 – 20:00 daily
• Presence at crowded locations such as shopping centers, office districts, and tourist areas

This roadshow format allows the product to stand out in traffic, create strong visual impressions, and enhance brand recall.

6. Role of Sixth Sense Media

In this campaign, Sixth Sense Media acted as the OOH consulting and execution partner, responsible for:

• Advising on the most suitable double-decker bus roadshow format
• Planning optimal routes and movement schedules
• Designing, producing, and installing bus advertising
• Managing operations, monitoring, and ensuring display quality throughout the campaign

With extensive experience in large-scale roadshow campaigns, Sixth Sense Media helped Samsung Galaxy S26 Ultra and FPT Shop establish a strong presence on the streets of Ho Chi Minh City, capturing widespread attention during the product launch phase.

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