Elevator advertising boosts FMCG brand recognition

This insight was shared during the "FMCG 2025: Product Innovation and Effective Communication Strategies" forum, co-hosted by Chicilon Media and NielsenIQ Vietnam on March 28 in Ho Chi Minh City. The event, attended by over 100 CEOs, CMOs, and marketing experts from major brands like TH True Milk, CJ Foods, Trung Nguyen, and Richy, equipped businesses with consumer insights, an opportunity to refine strategic direction, and updates on emerging communication trends.

Chairman Guo Zhi Feng speaking at the event. Photo courtesy of Chicilon Media

Experts highlighted that digital elevator advertising is gaining popularity within the FMCG sector. According to a 2025 NielsenIQ report, FMCG brands saw the highest recognition rate of 85% on Chicilon Media's digital elevator advertising channel, surpassing other industries.

A February survey by Kantar Media revealed that 99% of respondents were inclined to purchase Saigon Special beer after seeing its elevator screen ads, with 86% expressing intent to repurchase.

Marketing directors at the forum concurred that digital elevator advertising is one of the most effective channels for FMCG brands. This medium seamlessly integrates into consumers' daily routines, enabling brands to engage their target audience in a natural and non-intrusive manner.

Chicilon Media emphasized that integratingelevator screens with supermarket displays ensures continuous brand exposure throughout a consumer's journey—from commuting to shopping. This multi-touchpoint approach not only strengthens brand recognition but also enhances purchase intent through repeated and engagement and strategic engagements.

An advertisement showing on digital screen in front of a building's elevator. Photo courtesy of Chicilon Media

Operating over 33,800 digital screens across more than 3,000 buildings nationwide, Chicilon Media reaches approximately 40 million views daily. By collaboratingwith NielsenIQ and other leading market research firms, the company provides data-driven communication solution, leveraging advanced technology and consumer insights to optimize brand impact.

NielsenIQ data indicated that in 2024, 91 out of Vietnam's top 100 companieschose Chicilon Media as their communication partner, reinforcing the effectiveness and credibility of digital screen advertising in driving brand success.

NielsenIQ's representative speaking at the event. Photo courtesy of Chicilon Media

Beyond specific channel data, the forum also provided a broad outlook on the FMCG industry in 2025. NielsenIQ experts identified three key trends: faster purchase decisions, clearer customer segmentation, and a redefined approach to brand loyalty.

A global Nielsen report revealed that approximately 20% of FMCG growth is attributed to communication efforts, with 50% steams to creative execution and ad content. This underscores the strategic necessity for brands to invest in high-impact communication, ensuring differentiation and sustained consumer engagement.

NielsenIQ accompanying more than 800 leading domestic and foreign brands. Photo courtesy of Chicilon Media

Experts emphasized that the FMCG sector must embrace a new paradigm—shifting from the traditional mindset of "distribution is king" to a strategy where "recognition is key." Building deep, authentic consumer connections through emotionally resonant messaging, delivered at the right moment, has become a critical priority for brand success.

Businesses are also encouraged to optimize digital communication channels to ensure consistent reach and real-time engagement. Brand leaders at the forum agreed that in the increasingly competitive 2025 FMCG landscape, securing consumer mindshare through high-impact communication strategies will be essential for long-term growth.

Guo Zhi Feng, Chairman of Chicilon Media, added that to break through information overload and effectively reach target audiences, brands must invest in both product innovation and impactful communication strategies.