MEDIA NETWORK INTRODUCTION

“
Part 1
COMPANY PROFILE
Historical development

1
23,000+ TVs and
Chicilon Media Posters installed
Established in Vietnam
Investment branch in Da repurchased
Established in Established from DFJ Nang
branch in VinaCapital shares from DFJ
HCMC as a
limited Hanoi Vinacapital
company

2021
2017
2014
2008
2007
2006
 “
“I know that half the money I spend on advertising is wasted;
but I can never find out which half”

John Wanamaker Founder of the 1st “Wanamaker’s” convenient store, 1st business man to invest in modern
1838-1922 advertising industry, known as master of advertising industry.
Media channel that fully covers life cycle

40,000,000 impressions per day

TV Building Poster Building Airport Network In-store Network

Annual revenue growth

Average annual revenue

growth in the period
2010 – 2020 is about

27%
Annual client database growth

300
274 278
267
260
250
230
220
212
200
Average annual client
161
150 Recurring Client
New Client
database growth
100

50
reached 13.5%
0
2016 2017 2018 2019
Revenue growth and customer satisfaction

技术
Value of Chicilon Media are The power of consulting from Chicilon Extra services of Chicilon
more and more admitted Media is more and more highly Media is more and more
appreciated perceived

“In this information booming era, people lives are more diversified, Elevator Media Channel is best
media channel that has the highest investment value.
- Marketing Director – Unilever Global
Advertising effectiveness is recognized by more than 500 corporate
clients
Advertising effectiveness is recognized by more than 500 corporate
clients
“
Part 2
CHICILON MEDIA NETWORK
BUILDING CHANNEL
Tv network – building channel

‘ Coverage
Inside over 2300 office and residential buildings mainly in
3 big cities Hanoi, HCMC and Danang.

Location
Elevator lobby

Equipment
27-32 inch TV screen

,
Frequency
60 times/day
Poster network – building channel

Coverage
Inside over 2300 office and residential buildings mainly
in 3 big cities Hanoi, HCMC and Danang.

Location
Inside elevator

Equipment
27inch LED screen, with high resolution, sharp image, full-
screen, 16: 9 aspect ratio, no distortion.

,
Frequency
360 times/day
Coverage over 70% of medium and high-grade buildings | HCMC

Vincom Center Vietcombank M-Plaza Vietinbank Bitexco Tower

Tower

Sunrise City Vinhomes Masteri Thao Diamond Island Saigon Pearl

Central Park Dien
Coverage over 70% of medium and high-grade buildings | HN

Lotte Center Keangnam Tower Vincom Metropolis FLC Landmark Royal City
Tower

Times City BIDV Tower Charmvit Tower The Manor Huyndai Hillstates
AIRPORT CHANNEL
Airport poster

‘ Coverage
14/22 airports in Vietnam

Location
In crowded zones: main hall, check-in area, security check-in,
waiting room, luggage area, covering the entire boarding
process of passengers.
Equipment
75 inch- LED Screen
Frequency
60 times/day
,
Airport led large screen

‘ Coverage
At 6 airports with 19 LED Large

Location
Entrance hall and check-in area

Equipment
P4 resolution LED screen, size 980cm * 260cm.

,
Frequency
240 times/day, 4 mins/airing cycle
IN-STORE CHANNEL
Instore poster network

‘
Coverage
Over 40 supermarkets and convenient stores, has the strategic
partnership with top grocery retailers including Big C, Vinmart…

Location
At all product aisles, covering the whole shopping process of
consumers

Equipment
55 inch ultra-thin high-resolution LED screen.

,
Frequency
60 times/day
“
Part 3
CHICILON MEDIA NETWORK
ADVANTAGES
1. Mandatory daily passing

The media channel that enter the daily

trajectory of key consumers inside office
buildings and apartments. This is where key
consumers are obligated to go through this
channel every single day, making contact
with the screens and looking at the
advertising in a passive way.

DAILY CONTACT
EFFECTIVE MEDIA CHANNEL
2. Main target audiences

High Education High Income

90% holds college degree Income class A-B takes
and above 99%
Key spending
cosumers

High Brand Awareness

High Expenditure

Age from 18 to 47, Spending 4.5 million VND

responsive toward brands in
per month takes 93%.
the market

They are:
Group of key consumers in society
Influence on surrounding people’s expenditure
Leading the trend of society expenditure

*Source: Nielsen Report 2019

3. High frequency
Impression For Elevator TV

Average number of time waiting for elevator 3 times/day.

9-12
Average 47 seconds to watch elevator TV channel times/da The advertisings approach the target
while waiting for the elevator at Ground Floor y audiences with high frequency of repetition

3-4 TVCs to be seen for each waiting time and in obligatory way. By having an average
TVCs to be seen of 3-5 times/day for waiting and using the
elevator, target audiences are more
impressed and remember the advertising.
Impression For Elevator Poster

Average number of time using elevator 5 lượ t/ngày.

30-40 REPEATITIVE ADVERTISING
Average time staying inside elevator 125s. Among that, times/da
average 48s to watch the advertising y
INCREASING THE REMIND OF
6-8 poster are seen each time
Poster 10s layout : 2-3 poster Posters to be seen
ADVERTISING
Poster 5s layout : 4-5 poster

*Source: Nielsen Report 2019

4. Advertising environment

Narrow advertising
environment, with quiet space
and not affected by outside
factors

EASY TO REMEMBER
THE ADVERTISING
5. Close distance

By approaching in close distance, target

audiences are easier to see the brand,
product and content of the advertising
as well as fostering the spending of the
audiences.
Network adventages

FORCING DAILY CONTACT TARGET MAIN CONSUMER

Enter the daily trajectory of key consumers inside Target “4-high” audiences: High education, high income,
office buildings and apartments, create the high brand awareness and high expenditure. They are
obligatory of watching the advertising group of key consumers in society with the influence on
surrounding people’s expenditure as well as leading the
trend of society expenditure.

HIGH FREQUENCY ADVERTISING ENVIRONMENT

High frequency advertising combine with
advertising is repetitive, create the continuous Narrow advertising environment, with quiet space and
reminding for audiences.
not affected by outside factors helping audiences easier
to recognize the brand, the product, the content as well
as remembering the advertising.
“ Part 4
TRADITIONAL MEDIA CHANNELS
ANALYSIS
Online advertising channel

Usage target Non-compulsory viewing

People using Internet and mobile phone can vary in age People can easily skip the info that they don’t find
and income. Thus, it’s hard to describe exactly who’s necessary..
going to see our ads.

Low reach Target audience are distracted

There are too many apps and information on mobile Due to noisy and messy surroundings, people find it
phone and people tend to refuse seeing ads. People use really hard to remember the ad content.
different apps and the ad can’t cover all of them,
therefore, low coverage and low reach on mobile phone
channel.
Billboards channel

Indescribable viewers Low coverage

Viewers vary in age and class. They are not all proper The ads only reach people who daily commute on
target audiences. that street.

Low attention Non-ideal advertising environment

There are many billboards and many kinds of ads on the Noisy environment, too much information confuse people
street. However, people hardly pay attention to these ads and make it hard to remember the ad.
because most of them are focused on driving

Long distance Bad influence on brand’s image due to bad

Hard in getting information from the billboard due to long advertising environment
distance. The environment directly influences the brand’s image
due to the fact that POSM being long exposed under bad
weather conditions
Television channel

Inaccurate Audience Profile Non-compulsory

TV viewers tend to be either very young or old with low Many choices to watch, non-compulsory viewing
income, low consuming power, and low brand
recognition.

Low effectiveness High CPM

There are currently more than 70 TV stations with 300 Chicilon Media’s cost to capture attention of 1% target
channels. In spite of showing mass coverage, TV reflects audience is about 10 times lower in relation to TV spent
low reach & low advertising effectiveness for the same 1% awareness
.
* Nielsen 2016
Printing channel(newspaper, magazines…)

Indescribable readers Non-compulsory viewing

Nowadays, number of press readers has been extremely People read newspaper to get news, events, and hardly
decreased, loyal readers are mostly people from middle pay attention to ad pages except from when they have
age and above without any buying decision and low special needs.
ability in brand-identifying.

Target audience are distracted Low reach

With over 300 brands of newspaper and magazine in Newspapers don’t force people to see ads. Therefore,
Vietnam, people have too many choices people don’t have too much chance to view or re-view
the ad because they don’t want to and it leads to low
reach rate on press channel.
“
Part 5

EXPERTS & CLENT’S EVALUATIONS

Experts and clients’ evaluations

Advertising inside buildings has become the key media channel in the whole
Mr Jack Ma advertising industry.
Chairman of Alibaba Corp

CHANGE is lucky to have the opportunity to cooperate with Chicilon Media, the
leading media channel with the coverage of big cities in Vietnam. Thanks to that,
Ms Hoang Thi Minh Hong
message about rescuing wildlife have spread to millions people. Chicilon Media is the
Founder and Director of
main media channel of a company’s marketing strategy in the future.
CHANGE

Dr. Nguyen Xuan Truong The building channel is the media channel that has the highest coverage and
Deputy Head of Marketing highest chance to interact with key urban consumers. High ad effectiveness is
University of Finance reflected in Return-on-Sales (ROS) and Return on Investment (ROI) metrics.
Marketing HCMC
Experts and clients’ evaluations

For many years we have been cooperated with Chicilon Media, we highly
appreciated the desired effect of Elevator Channel. This media channel helps us to
increase the brand awareness, hit the right target audiences as well as the top of
Mr Nguyen Nam Hien mind rate. The wide cover of Chicilon Media is the biggest advantage, that make us
CEO PropertyX decided this is the most valuable and effective marketing channel because our
project is developed and distributed nationwide- we need a media channel that can
cover that has a wide cover like Chicilon Media.

Mr Nguyen Van Dao Chicilon Media’s network has covered the highest buildings, and I see this as a
Vice General Director of key media channel that reaches out to key consumers of a society..
Samsung Vietnam