This event was being held from 2nd October to 2nd November together with PlayerUnknown’s Battlegrounds Mobile Game (PUBG MOBILE) which had a special appearance with Blackpink – Campaign is Blackpink in your Area. Just sign into the game and enter the ID of Blackpink members and you can play the game with idols.
The Perfect Media Group in Vietnam was very honoured to be a partner of this event in the OOH Channel for the Vietnam market. We have advertised for PUBG MOBILE in 2 key cities in Vietnam, being Ho Chi Minh City and Ha Noi City.
In Vietnam, the mobile penetration of mobile game players by age groups is 70% for 16 to 24 year olds, and 65% for 25 to 34 Year olds. Thus, our target audience of focus are Young people as well as Office workers. For this campaign, The Perfect Media Group has done recommendations for the client with 5 locations within 2 key cities. Digital Billboards in Vietnam are usually located in big roundabouts and intersections.
For Ho Chi Minh City we planned for 3 locations. Phu Dong Roundabout is a big hotspot of the city center near to The New World Hotel – a LUXURY HOTEL in HCMC. Ly Thai To Roundabout is a big roundabout with connections to 3 districts, so there is high traffic at these 2 roundabouts, and also has traffic jams. For Truong Son Street – the direction to the Tan Son Nhat International Airport, this street is the main road to target the foreigners, travellers, younger and office worker audience. Therefore, that is the reason why we chose these 3 locations to advertise for PUBG MOBILE.
For Hanoi Market, we have selected 2 locations that are also the hot zones of the city, one being O CHO DUA Roundabout. This location has 7 different streets, thus this location has the highest traffic and is also crowded. The other location is at a big intersection with many apartments and young places, Hoang Dao Thuy- Le Van Luong Intersection. More importantly, there are two digital billboard locations. However, the view directions towards the advertisement are more than two, so we chose the location with more viewers.
The campaign for PUBG MOBILE x Blackpink appeared in the TOP 5 locations for Digital Billboard – LED Screen in Vietnam with a consultant from The Perfect Media Group – Vietnam Office. The client is completely satisfied with the locations and effect from the campaign.
Therefore, Out-of-home channels still keep their strength with advantages such as 24/7, Must see, cannot Skip Ad, reminder, frequency, etc. Besides the digital market, OOH Channel also plays the main role in the marketing plan of clients.