Sixth Sense Media proudly partnered to deliver the Long Chau Smile Station activation, creating an emotionally engaging experiential space for families at Lotte Mall West Lake, Hanoi.

1. Campaign Overview

• Campaign name: Long Chau Smile Station
• Brand/Product: Long Chau Pharmacy – in collaboration with Brauer (Australian vitamins)
• Industry: Pharmaceuticals – Children’s Healthcare
• Date: December 27, 2024
• Operating hours: 09:00 – 20:00
• Location: Lotte Mall West Lake, Hanoi
• Execution format: An interactive experiential activation featuring engaging activities such as on-site registration to receive free aquarium tickets and a lucky spin wheel offering attractive gifts for children and families.

2. Background

Year-end is a period when families increasingly seek entertainment-driven activities that combine fun and education for children. Brands chosen during this time are expected to convey a sense of safety, trust, and long-term companionship.

In this context, Lotte Mall West Lake—with its vibrant aquarium space and high volume of family visitors—was selected as an ideal touchpoint for Long Chau to implement an activation focused not on direct sales, but on emotional experience.

Set within a colorful underwater world, Long Chau Smile Station was designed as a “station of care and affection,” where:

• Children are encouraged to explore and play freely
• Parents feel the brand’s thoughtful and attentive care
• Brauer products appear naturally, aligned with children’s developmental needs

3. Campaign Objectives

• Create positive, memorable experiences for children and families at a high-traffic destination
• Strengthen brand affinity and trust toward Long Chau Pharmacy among family audiences
• Communicate the role of nutrition and vitamins in children’s holistic development
• Collect potential customer data through on-site registration activities

4. Strategy & Communication Message

Insight

Today’s parents care not only about healthcare products for their children, but also seek meaningful experiences—where children can play, explore, and remember brands through emotion. For children, trust is built not through words, but through joyful, safe, and well-cared-for moments.

Strategy

The campaign was executed as an experiential activation, placing children and families at the center of the journey. Rather than one-way communication, Long Chau Smile Station created a vivid underwater exploration space where the brand appeared as a trusted companion in children’s holistic development.

Through interactive activities, gift giveaways, and real-life engagement, Long Chau Pharmacy and Brauer gradually built trust through emotion—naturally increasing brand affection and memorability.

Key Messages

• “33 million trusted hearts, reaching further”: Affirming Long Chau Pharmacy’s long-standing journey alongside millions of Vietnamese families, continuing to spread healthcare values through responsibility and understanding.
• “Long Chau Pharmacy x Brauer – Exploring the Blue Ocean”: Representing the collaboration between two trusted brands within an emotionally rich experiential space, connecting children’s healthcare with a journey of exploration and development in vision, cognition, and immunity.

5. Communication Channels

The campaign focused on on-ground experiential activation within the shopping mall, highlighted by:

• A friendly, brightly colored space design suitable for children
• Simple, easy-to-join interactive activities delivering instant joy
• Gifts and experiential tickets serving as “emotional rewards,” enhancing positive brand perception

The activation not only attracted children but also:

• Created a comfortable stopping point for parents
• Extended interaction time with the brand
• Strengthened Long Chau Pharmacy’s memorability within the family healthcare context

6. Role of Sixth Sense Media

In this campaign, Sixth Sense Media was responsible for:

• Consulting on activation concepts aligned with the pharmaceutical industry and family–children audiences
• Designing an experiential space harmonized with the aquarium setting
• Coordinating and operating the event throughout the activation hours
• Ensuring a seamless, safe experience consistent with the brand’s spirit

The partnership with Sixth Sense Media enabled the Long Chau Smile Station campaign to go beyond a one-day event, becoming a beautiful childhood memory—where smiles served as the clearest measure of success.

Sixth Sense Media JSC

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