A Marketing-Technology event with an engaging interactive exhibition format took place on March 22 and 23, 2024, at Nguyen Du Gymnasium, District 1, Ho Chi Minh City. The Build and Warm The Master Channel Season 5 event has made complex data technology concepts more colorful and easier to understand than ever.
Nguyen Du Gymnasium with its Online to Offline “tours” experiences
The unique aspect of the event was the continuous demo “tours” that simulated the customer journey and data flow from Online to Offline. Over 20 “tour guides” were working at full capacity to lead the “tour groups” from the Online area, designed into various settings: living room, bedroom, kitchen and office – where customers encounter online advertisements from brands. The tour groups were then guided to the Offline area consisting of booths, stores, convenience store and grocery store, etc., where customers made direct purchases.
In the role of customers, marketers interacted with advertisements and easily registered for information to receive real vouchers. For the FMCG industry, this meant signing up to receive sample products, while for the retail or F&B sectors, it meant receiving vouchers in packages from “shippers”.
After completing the experience in the Online area, the tour guides led the visitors to the Offline area, which was always bustling with hundreds of customers using vouchers at retail stores like CellphoneS, collecting samples at cosmetic stores (Dr. Sam) or convenience stores (Tan Tan), enjoying banh mi (Banh Mi Ngon) or coffee (Let’s Cafe), or trying Carlsberg beer at a pub.
Many happy moments were captured when customers played games to win prizes on the spot. And, most importantly for marketers, the customer data journey from Online to Offline was presented directly through the PangoCDP platform.
Ms. Mai Tran from an international FMCG brand, who experienced the FMCG, Gamification, and F&B tours, commented: “I found the demos very impressive and easy to understand. For marketers like me, technology and data are undoubtedly important but complex and hard to apply. After participating in the demo tours as a customer, I have a clear vision and will try to apply them in the upcoming sample distribution campaigns. The downside might be that the organizers didn’t advise visitors against wearing high heels; after joining three tours in nearly an hour, my feet hurt (laughs).”
Beyond the experiential tours, the true highlight of The Master Channel Interactive Exhibition Season 5 was the classroom area.
Visitors were fascinated with the school gate and classrooms set up right at the main entrance of the exhibition. With the aim of simplifying technology and data knowledge as much as possible, the “Pango Elementary School” was where 12 experts, including CEOs, Directors, and Managers from leading companies such as Guardian, Circle K, Inn Saigon (Running Bean, Hagandazz, Snowee, Be An, …), CellphoneS, Couple TX, Dentsu X, Giftee, Creative Point, Zalo Mini App, Zalo OA, etc., shared continuously over four sessions about various aspects of designing Online to Offline experiences.
Ms. Thuc Le, CEO of Guardian Vietnam, discussed FMCG – the Cosmetics sector, not retail. The Master Channel helps connect cosmetic brands with retail chains to create the best O2O experience for customers, while driving sales and collecting data.
PhD. Dinh Mong Kha – CEO of VietGuys, the initiator of the “The Master Channel” concept, stated: “Following the success of seasons 1 to 4 with over 3000 participants, season 5 was conceptualized by Kha and the Pango team six months prior. With the goal of being more innovative and unique, yet also simple, season 5 surpassed conventional event or exhibition formats, focusing primarily on interactive experiences, enabling marketers to ‘see and touch’ the data.”
Over two thousand marketers filled the stadium, and 100% participated in at least two demo tours, proving the success of season 5 in the “Build and Warm The Master Channel” series, organized by PangoCDP, VietGuys, and partners: Giftee, Dentsu X, Zalo Mini App, Zalo OA, Creative Point, along with merchant partners: Carlsberg, CellphoneS, Tan Tan, Dr. Sam, Let’s Cafe and Banh Mi Ngon.
Contact us to experience detailed customer data platform PangoCDP and how to apply it to your business with The Master Channel!
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