In mid-August 2025, Saigon residents once again saw Tai Thong’s colorful bus rolling through the streets, spreading the brand’s image along with its delicious mooncakes. This year’s double-decker bus roadshow carries even greater meaning, marking the 10th anniversary of Tai Thong’s presence in the Vietnamese market.

1. Campaign Overview

• Campaign name: The Essence of Flavor – Bonding Family Ties

• Brand/Product: Tai Thong Mooncakes

• Industry: F&B

• Campaign duration: August 21 – September 19, 2025 (28 days)

• Location: Ho Chi Minh City

• Operating hours: 9:00 AM – 8:00 PM

• Implementation format: Double-decker bus roadshow, decorated with floating LED lightboxes on the bus body to create a strong visual effect.

2. Background

The year 2025 marks a special milestone as Tai Thong officially celebrates 10 years in the Vietnamese market. From a renowned mooncake brand in Malaysia, Tai Thong has affirmed its position in Vietnam with premium products, particularly favored in the corporate gift segment.

The 2025 mooncake collection is not just about flavors, but also about conveying the spiritual value of bonding – a harmony between tradition and modernity. Each cake is a symbol of culinary excellence, combined with luxurious packaging design, making it a meaningful gift for the reunion season.

In the context of an increasingly competitive Mid-Autumn market, with the presence of many long-standing and familiar brands, Tai Thong has chosen a distinctive path: not only promoting products but also creating an experiential communication campaign that evokes emotions.

3. Campaign Objectives

• Affirm the brand’s position in the premium mooncake and corporate gift segment.

• Expand widespread brand awareness in Ho Chi Minh City – the key market during Mid-Autumn.

• Spread the emotional message “The Essence of Flavor – Bonding Family Ties” to every customer group, from individual consumers to businesses.

4. Strategy and Message

• Launch a double-decker bus roadshow combined with floating LED lightboxes to capture stronger viewer attention instead of just regular decals. Especially at night, the radiant light from the LED boxes makes the bus a “lighthouse” attracting millions of eyes.

• The message “The Essence of Flavor – Bonding Family Ties” is prominently displayed on the lightboxes in vibrant brand colors, evoking the warmth and joy of reunion season. More than just communication, this is Tai Thong’s way of conveying the spirit of connection – turning the sight of the advertising bus into an experience tied to family and togetherness.

• Deploying the double-decker bus roadshow for 28 days – a feat very few brands achieve – further asserts Tai Thong’s distinctive position.

5. Communication Channels

The double-decker bus roadshow is only the most eye-catching part of Tai Thong’s multi-channel communication plan. To amplify its reach, the brand simultaneously executed:

• OOH: The double-decker roadshow bus acts as a mobile “brand storefront,” weaving through main streets, squares, and shopping centers.

• Digital & PR: Bus images and campaign messages were widely shared across social media, online press, and digital platforms.

• Point of Sale: Mooncake booths designed in harmony with the roadshow’s branding, offering customers a consistent brand experience.

This synergy helps the campaign achieve high effectiveness in both brand visibility and emotional impact.

6. Sixth Sense Media’s Participation in the Campaign

This is the second consecutive year Tai Thong has trusted SSM to execute the double-decker bus roadshow. With extensive experience in implementing large advertising projects and deep understanding of the brand, SSM ensured the entire process from design – production of floating LED lightboxes – to bus operation along optimized routes.

Beyond execution, SSM collaborated with Tai Thong to craft a campaign that integrates creativity, technology, and emotion, bringing this premium mooncake brand closer to customers’ hearts.

The 2025 double-decker bus roadshow campaign “The Essence of Flavor – Bonding Family Ties” by Tai Thong is proof that a brand can go beyond traditional advertising methods to deliver unique experiences. It is not merely a promotional activity but a journey of connecting the brand with customers through emotion and creativity.

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