Sixth Sense Media implemented the bus advertising campaign “Embracing Her Whole Sleep” for Glamiss Cool, achieving city-wide coverage across Hanoi with striking visuals, an emotional message, and a professional, effective execution process.

1. Campaign Overview

• Campaign Name: Embracing Her Whole Sleep
• Brand/Product: Glamiss Cool – New-generation Panty Liner
• Industry: Fast-Moving Consumer Goods (FMCG)
• Execution Period: October 15 – December 15, 2025
• Location: Hanoi City
• Advertising Format:Bus body wrap (on windows/glass), deployed across major routes, especially in central areas.

2. Background

Glamiss Cool is a modern women’s care brand under Doctor Care, known for its new-generation panty liner that provides a “cool, dry, and confident feeling all day long.”

With its convenient design, superior absorbency, and natural herbal essences that help deodorize and prevent bacteria, Glamiss Cool is not just a daily hygiene product but also a “companion” that helps modern women confidently express themselves in every moment.

In the face of intense market competition, Glamiss Cool needed a campaign with sufficient coverage, awareness, and emotional impact. Bus advertising, with its continuous frequency and wide coverage network, was chosen as the strategic communication solution to help the brand “penetrate the rhythm of urban life.”

3. Campaign Objectives

• Increase Glamiss Cool’s brand awareness in Hanoi through city-wide bus coverage.
• Convey the key message “Embracing Her Whole Sleep” to the target audience: young women, office workers, and students.
• Create a strong visual impression and emotional connection through subtle visual design, feminine imagery, and the brand’s signature colors.

4. Strategy & Message

• Insight

Modern women always desire a complete, uninterrupted sleep, even during their menstrual cycle. They seek a comfortable, secure solution that still enhances their femininity and confidence.

• Big Idea: “Embracing Her Whole Sleep – Embracing the Whole City”

The campaign was developed from the emotional message “Embracing Her Whole Sleep” – Glamiss Cool’s commitment to gentle, complete care for women.

To spread this message vividly, the brand chose bus advertising – a means of transportation that traverses the entire city, naturally present on every street, from the inner city to the outskirts.

The bus becomes a symbol of the Glamiss embrace, representing coverage, movement, and companionship—just as the product protects and cherishes women every day. Each bus driving through the streets is a metaphor for the “embracing” message, reaching millions of eyes and subtly spreading the brand’s emotion.

• Key Message: “Embracing Her Whole Sleep”

Short – warm – emotional. The message expresses the product’s essence: gentle yet persistent care for women, maximized through OOH with high coverage and the most natural contact frequency.

5. Communication Channels

• Format: Full bus body wrap (on windows/glass) – a highly aesthetic format, suitable for a women’s product.
• Deployment Scope: A combination of traditional buses and VinBus electric buses, expanding coverage, with a focus on routes running through the inner city, continuously moving through central areas and densely populated residential zones. Each bus was designed with the Glamiss Cool image covering the entire window frame, utilizing the brand’s signature pastel colors, creating a prominent effect amidst urban traffic.
• Contact Frequency: Bus routes operate 8–12 hours/day, moving through hundreds of stops, optimizing repetition and natural brand recognition.

6. Sixth Sense Media’s Involvement

In this campaign, Sixth Sense Media served as the professional OOH advertising deployment unit, accompanying the brand from concept to execution:

• Consultation & Route Planning: Selecting high-traffic bus routes with itineraries suitable for the target customer group.
• Design & Inspection: Optimizing the image layout, colors, and message on each bus in compliance with Advertising Law standards.
• Installation & Acceptance (Swift Execution): Quick installation, ensuring the campaign launch schedule was met.
• Monitoring & Transparent Reporting: Continuously updating operational status and providing periodic acceptance reports throughout the campaign.

Thanks to the close coordination between the SSM team and the brand, the “Embracing Her Whole Sleep” campaign became a prominent highlight on Hanoi’s streets – simultaneously subtle and strongly establishing the brand’s presence in the consumer’s mind.

Sixth Sense Media JSC

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Email: contact@ssm.vn