Sống Gallery wins prestigious award at BSI 2022

The BSI Awards’ prize system and campaign evaluation methods are refined every year to accurately reflect the full landscape of social media communications. This year, campaigns entered in the Competing Categories are evaluated on 6 criteria:

• Strategy

• Insight

• Creative idea

• Connection plan

• Objective-based KPIs

• Social media impact

Depending on the category, the specific requirements and the weighting of each criterion differ. The judging panel has the deciding voice in the final score, supported by social media measurement metrics from Buzzmetrics.

And ADT Global, together with the Sống Gallery project, excellently won the title of Best Use of Technology in Social Media Marketing, the category for applying technology in social marketing.

SỐNG GALLERY: More Than Just a Music Project

Background

The sharp outbreak of the COVID-19 wave and successive lockdowns put the whole world into a prolonged crisis. Social distancing and limited contact inadvertently pushed relationships further apart. In this context, more than ever, technology showed its role as a bridge that brings people closer together. For technology businesses, this was both a challenge and a golden opportunity to demonstrate their capability, agility, and standing in the market.

To help address the market’s needs, ADT Global carried out the Sống Gallery campaign, Vietnam’s first music show combined with an exhibition. With humane, meaningful messages drawn from special stories of the COVID period, together with the application of new technology, Sống Gallery made a big splash right after its launch.

Idea

According to statistics from Google and Facebook, the trend of users watching video, especially livestreams, rose sharply during the pandemic lockdowns: 53% of users said that livestreams with artists made them feel connected; 85% of users had watched at least 1 livestream within 12 months.

In Q4 2021, it was difficult to organize grand programs with large audiences, so 360-degree livestream technology was the best solution for the Sống Gallery music show. With Livestream360, using only a mobile device or computer, viewers could actively enjoy a music-and-exhibition space that felt remarkably real, vivid, and intuitive, just like being there in person.

Beyond being an entertainment experience, Sống Gallery was also an opportunity for audiences to directly send meaningful donations to the Central Vietnam Red Cross Society, helping support frontline pandemic-response units and people in difficult circumstances as they rebuild their lives after COVID.

Highlights

Sống Gallery was Vietnam’s first music show to combine an exhibition with 360-degree livestream technology. This is a form of livestream in which viewers aren’t limited by space and can freely direct their view with just a few swipes and taps. The application brought a novel, impressive, realistic, and vivid experience, like an event held offline.

Gracefully guided by MC Phí Linh and brought to life by inspiring guest artists such as Đen Vâu, Văn Mai Hương, Hoàng Dũng, and Nguyên Hà, together with 360 livestream technology, the music show conveyed its full meaning and touched everyone’s emotions.

Delivering Sống Gallery as smoothly as possible took more than good organization; it also required some of the most advanced equipment available today. ADT Global became the leading and only unit in the Vietnamese market applying digital technology to communications projects in this way.

In addition, the project carried deep humanitarian meaning by partnering with the Red Cross Society to help frontline forces and enable many people to rebuild their lives. The show raised 1.4 billion VND in just 3 days, along with impressive communications results.

Brand strategy that helped Vietnam Airlines win an international award: Decoding the Strategy That Helped Vietnam Airlines Win “Asia’s Leading Airline Brand” at the World Travel Awards 2022 – ADT Global — AI, Physical AI & Interactive Technology

Achievements at specialized industry awards such as BSI 2022 are clear proof that investing in multi-dimensional brand experience has become a survival strategy for large corporations. To create distinctive, one-of-a-kind touchpoints, organizations are prioritizing the integration of international-standard Vietnamese interactive technology solutions into their campaign structures. Realizing these complex performance ecosystems not only breaks through ordinary physical limits but also helps businesses establish a premium position in customers’ minds.

To maintain continuity across the experience journey, the shift toward digital advertising infrastructure is delivering outstanding conversion performance. Deploying interactive DOOH systems works as a data-driven funnel, allowing brands to measure public response in real time. Alongside this, when combined with 3D OOH billboard technology, organizations can maximize message recall within just the first few seconds of exposure, optimize ROI, and establish a decisive competitive advantage for large-scale campaigns.

Source: Advertising Việt Nam