A unique Online to Offline interactive exhibition took place over 2 days on March 22nd and 23rd at Nguyen Du Gymnasium, Ho Chi Minh City, attracting over 1000 attendees including CEOs, Directors, Managers and Marketers.
Initiated by PhD. Dinh Mong Kha and Pango team, the “Build and Warm The Master Channel” event series has reached its 5th season after the resounding success of the previous four seasons, which saw more than 3000 attendees, including C-Level and Managers.
“Build & Warm The Master Channel – Season 5: Online to Offline Interactive Exhibition” was conceptualized six months in advance with the aim of creating a difference from typical exhibitions with isolated booths or events focused solely on speakers.
This 5th season focused on providing engaging interactive experiences from Online to Offline in the role of a consumer, allowing marketers to “see and touch the data” throughout the journey. Accordingly, six types of “demo tours” were meticulously scripted and designed for the FMCG, Retail, and F&B sectors. Over 20 “tour guides” worked at full capacity for 2 days to lead the “tour groups” from the Online to Offline experiences areas.
In the role of customers, marketers from FMCG brands began by interacting with “advertisements” and experiencing the easy registration process to receive sample products in the Online areas included contexts such as living rooms, bedrooms, kitchens, and offices—places where customers typically encounter brand advertisements during their leisure time, cooking, watching videos, etc.
After completing the Online experience area, the tour group was guided to move to the Offline area. Here, cosmetic stores, convenience stores, pubs, and small shops were set up to illustrate the next demos:
Many joyful moments were captured as customers played games to win prizes, exchanged gifts on the spot, etc. Most importantly for FMCG marketers, the customer data in the Online to Offline journey was directly presented through the PangoCDP platform.
Beyond the experiential tours, the real highlight of The Master Channel Season 5 interactive exhibition was the classroom area. Here, during the two afternoon sessions of the event, industry-leading experts, CEOs, Directors and Managers participated and shared new perspectives on the Online and Offline customer interaction journey.
Ms. Thuc Le – CEO of Guardian, and Ms. Tam Hoang – Business Development Manager at Circle K, surprised attendees by sharing insights about the FMCG cosmetics and FMCG food/beverage sectors instead of their usual focus on retail businesses. Perhaps they are the ones who likely understand the pressures onFMCG marketers face regarding sales targets and proving conversions from Online advertisements to purchases at Offline retail points.
The event also introduced a new approach from Offline to Online through Mr. Huy Nguyen – Founder of HypurX. The collection of data and subsequent interaction in the Offline Activation segment has not been adequately addressed by FMCG brands.
HypurX, combined with the concept of The Master Channel, helps digitize Offline points, enabling FMCG brands to approach potential customers and easily convert them into on-the-spot purchases.
Mr. Sonny Le – CEO of Giftee Vietnam – the exclusive sponsor of the event and provider of the platform supporting the establishment of The Master Channel in connecting FMCG brands with retailers through the distribution of electronic vouchers, also participated and shared about the important factors in creating a seamless Online to Offline experience for customers, from registration to receive and redeem vouchers at retail chains.
In addition, Mr. Lee Nguyen – CEO of ByteTech and Mr. Hoi Phạm – Managing Director of Dentsu X, shared interesting and specific insights into a powdered milk customer’s journey, from registering for samples to making purchases. Dentsu X, a partner with Pango from the beginning, successfully applied the concept of The Master Channel for brands such as Hao Hao, Carlsberg, and Tuborg. Dentsu X plays a strategic media consulting role, helping FMCG brands shape customer approaches based on data and interaction channels through Zalo.
Regarding Zalo, Mr. Dai Dang – Platform Product Manager at Zalo Mini App, representing the Zalo platform, shared about the superiority of designing experiences for The Master Channel. All the demos in the event were built on the Zalo Mini App platform.
With over a thousand marketers filled the stadium and 100% participating in at least 2 demo tours, proving the success of the 5th season of the “Build and Warm The Master Channel” event series, organized by PangoCDP, VietGuys, and partnering with DentsuX, Giftee, Zalo Mini App, Zalo OA, Creative Point, HypurX.
Contact us to experience in detail the PangoCDP customer data platform and how to apply it with the Master Channel for your business!
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