3. www.chicilonmedia.com CHICILON MEDIA
®
Chicilon Media Brief
Sept. 2006, Chicilon Media was found in Ho Chi Minh City.
Mar. 2007, Hanoi Branch was established.
Jan. 2008, VinaCapital invested in Chicilon Media.
Core business: Providing OOH LCD and in-elevator poster frame advertising solutions.
Chicilon Value to Advertisers & Consumers
Businesses & Advertisers Chicilon Media
Hi – Traffic Areas
Target Audiences
24’ – 46’ LCDsTop Brands
4. www.chicilonmedia.com CHICILON MEDIA
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• Total 18 cities covered, main networks focusing on HCMC & HN. Creating 14 million impressions/day
• Deliver your information to each part of audience’s daily life.
• Locations:
- Focusing on hi-foot traffic areas where
audiences are in idle time;
Chicilon Media Coverage
Building
NetworkPoster
Frame
In-Store
Network
Airport
Network
Hospital
Network
audiences are in idle time;
• Airing Frequency:
- TVC: 60 loops/day for heavy message
delivery
- Poster Frame: 360 Loops per day.
-
Pinpointed Target Audience,
Heavy Message Delivery
5. www.chicilonmedia.com CHICILON MEDIA
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Building Network
Coverage: over 1200 buildings(office building& apartment) nationwide,
focusing in HCM& HN
Audience file: high education, high-income & fashionable
Equipment: 26 inch LED (32 in larger space)
Airing Frequency: 12 minutes one cycle, 60 loops per day
Coverage: 14 airports nationwide,
Audience file: Heavy coverage of high-end audience
Chicilon Media LCD Network
Airport Network
In-store Network
Hospital Network
Audience file: Heavy coverage of high-end audience
Equipment: 47 inch LED
Airing Frequency: 12 minutes one cycle, 60 loops per day
Coverage: around 100 supermarkets and convenient stores
Audience file: covering family purchasing decision makers
Equipment: 42 inch LED
Airing Frequency: 12 minutes one cycle, 60 loops per day
Coverage: top 5 cities, 80 hospitals, 800 screens
Audience file: covering various consumer
Equipment: 42 inch LED
Airing Frequency: 12 minutes one cycle, 60 loops per day
6. www.chicilonmedia.com CHICILON MEDIA
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Installation: in-elevators of building(office building&
apartment)
Equipment: HD screen
Airing Frequency: one still picture
Installation: in-elevators of building(office building&
apartment)
Poster Frame 1.0
Chicilon Media Poster Frame Network
apartment)
Equipment: 21.5/24 inch HD screen
Airing Frequency: 6 pictures, 10 s/ picture, 1 minute 1
cycle, 720 loops per day
Installation: 14 airports nationwide
Equipment: 55 inch HD screen with high brightness
Airing Frequency: 6 pictures, 10 s/ picture, 1 minute 1
cycle, 720 loops per day
Poster Frame 2.0
Poster Frame 3.0
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Pinpointed Target Audience
Targeting audiences aging from 18-47 years old with high education, high income and high consuming
power; targeting high-end consumers such as employers, managers and office workers who lead the
consuming trend and can influence others.
Chicilon media networks cover daily life cycle of target audiences: when they go to work (in buildings),
go for business trips (at airport), go for health care( in the hospital), go shopping (in-store) etc.
Chicilon Media Network Advantage
Cost Effective
Low CPM; according to AC Nielsen data: Chicilon Building LCD CPM is only 1/10 of TV.
Compulsory Viewing
During idle time waiting for elevators and inside elevators, in a limited space with nothing to do, audiences
have no choice but watch the advertising. No interruption caused by remote control.
High Reach
Advertising content is easiest to be remembered when audiences are in idle waiting time. Audience can
frequently be exposed to the advertising, and thus can strengthen the brands recall.
10. www.chicilonmedia.com CHICILON MEDIA
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• With high speed of information and advanced technology, there is a variety of TV
shows(satellite TV, Online TV etc.); and TV channels are also varied (news, entertainment,
finance and others;, which largely distract TV’s audiences
• TV viewers tend to be either very young or old with low income, low consuming power,
and low brand recognition.
• With remote control, viewers tend to switch to watch other programs, instead of
Comparison to TV
• With remote control, viewers tend to switch to watch other programs, instead of
advertising.
According to AC Nielsen report, TV Commercial only reaches 32% of those who
watched TV.
11. www.chicilonmedia.com CHICILON MEDIA
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Comparison to Newspaper/Magazine
• Various categories of newspapers/magazines diversify readers;
• Main purpose to read newspapers/magazines is for updating news and events, but not
advertising;
• Newspapers/magazines have multiple pages, and readers tend to skip advertising
content
• Readers tend to belong to old aging group, who are more conservative, with low
incomes, low consuming power, and low brand recognition.
According to AC Nielsen report, newspapers/magazines only reach 27% of those who
read.
12. www.chicilonmedia.com CHICILON MEDIA
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• People are busy driving, and have no time to look up billboards; even the employers
and office workers pass by in cars, so they can not read and remember well
advertising contents.
• Outdoor environment is noisy and messy, which will impact the image of advertised
brands and products
• Billboard can only display brand image/logo, busy driving audiences have no time to
Comparison to Billboards
• Billboard can only display brand image/logo, busy driving audiences have no time to
see clearly the brand and product information.
• Too much outdoor information in the noisy environment makes it difficult to remember
• Can not target target accurate audiences, only cover random on-street -audiences
According to AC Nielsen report, billboards only reach 23% of those who pass by
and look up the billboards.
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Comparison to Online
• Various website choices distract the audiences;
• People go online for news, events report and information; or giving comments, and thus
easy to skip online ads;
• Not able to target accurate audiences.
According to AC Nielsen report, online media only reaches 23% of those who surfAccording to AC Nielsen report, online media only reaches 23% of those who surf
online.
15. www.chicilonmedia.com CHICILON MEDIA
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Chicilon Target Audience Profiles
Targeting audience aging from 18-47 years old with high education, high income and high
consuming power; targeting high end consumers such as employers, managers and office
workers who lead the consuming trend and can influent others.
Age Segment Monthly Household Income Education
43% 56%
96% labor force age 98% high income (class AB)
but majority is class A
82% highly educated
8%
24%
26%
19%
11%
7%
4%
18-22 23-27 28-32 33-37 38-42 43-47 48-55
11%
16%
43%
28%
1% 1%
A3(45mil-
75mil VND)
A2 (30mil -
44mil VND)
A3 (15mil -
29mil VND)
B (7 mil -
14mil VND)
C (4.5 mil -
7.5 mil
VND)
D (3mil -
4,4mil
VND)
13%
6%
24%
56%
2%
High School Vocational College University Postgraduate
16. www.chicilonmedia.com CHICILON MEDIA
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Advertising content is easiest to be remembered when audience are in idle waiting time.
Based on AC Nielsen data, building audience’s average daily lift usage is 4-6 times, each
waiting for elevator is 2-4 minutes. Audience can frequently exposed to the advertising, and
can strengthen the recall.
Building LCD Advantage - High Reach
Elevator Usage
45%
95% audience daily usage more then 4 times
Average daily usage 6times
Average elevator waiting time 2-4 minutes.
Average in elevator 82 seconds
5%
40%
45%
10%
twice 4 times 6-8 times more then 8 times
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Audience’s 98% HIGH Attention to Building Network
98% people would look up to the LCD screen
52Sometimes watch the LCD
30
13
2
2
Watch LCD half time
Watch LCD most of the time
Watch LCD all the time
Not watch the LCD at all
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91
Total Male Female 20-34 35-44 45-55 Class AB Class CD
(n=998) (n=444) (n=554) (n=610) (n=260) (n=128) (n=781) (n=217)
89 93 92 89 91 92 88
Help me update
information of product/
service which I don't
know.
Recognition of Building LCD Advertisements Outperform TV /Newspaper
Reaction towards advertising on LCD – by audience
88
72
56
Q19a:These are some statements about the advantage of LCD advertising/ post frame advertising, which below advantage best apply for you? [MA]
84
70
58
90
74
54
89
73
56
86
75
58
86
67
52
89
71
55
81
76
61
It motivates me to find
more information
about the
products/services
advertised
Give me a topic to chat/
talking with my friend/
colleague about the
advertisement being
aired
I pay more attention to
LCD/Poster frame
advertising more than
TV/Newspaper
advertising
Base: all respondent
21. www.chicilonmedia.com CHICILON MEDIA
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91
Help me update information of
product/ service which I
don't know.
It motivates me to find more
Total Hanoi HCMC
n=1000 n=250 n=750
87 92
Reaction towards advertising on LCD – by cities
Recognition of Building LCD Advertisements Outperform TV /Newspaper
Topic of Presentation Page 21
Base: all respondent
88
83
72
56
Q19a:These are some statements about the advantage of LCD advertising/ post frame advertising, which below advantage
best apply for you? [MA]
It motivates me to find more
information about the
products/services
advertised
I often watch Ad on
LCD/PosterFrame when
using elavator
Give me a topic to chat/
talking with my friend
I pay more attention to
LCD/Poster frame
advertising more than
TV/Newspaper advertising
82
83
54
40
90
83
80
63
22. www.chicilonmedia.com CHICILON MEDIA
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CHICILON MEDIA
HCMC:
Nguyen Ngoc Duy( Mr.)
E: ngocduy@chicilonmedia.com
M: +84 967 168 666
T: +84 8 39 104 888/999
F: +84 8 39 118 728
Address:
22
Address:
Suite 1601, Saigon Trade Center, 37 Ton Duc Thang, District 1,
Ho Chi Minh City, Vietnam
Ha Noi :
M: +84 943738989
T: +84 4 35625666 /668
F: +84 4 35625669
Address:
Suite 503, Daeha Business Center, 360 Kim Ma St. Ba Dinh Dist. ,
Ha Noi, Vietnam
