Trends in using interactive DOOH seen from the FPT Camera case study

Recently, FPT Telecom delivered an unprecedented experience: for the first time in Vietnam, passersby had the chance to interact directly with an LED screen. The billboard acted like a giant TV screen, relaying live images captured by a camera. Going further, every face that “went on air” triggered humorous, personalized pop-ups that mimicked the notifications shown in the FPT Camera app.

After just two days of deployment (March 19 and 20, 2022), the real-time interactive LED screen “có 1-0-2” drew major attention at Vincom Center Bà Triệu, one of the most upscale shopping malls in the capital. The event earned more than 5,000 impressions in the first 4 hours alone, drew over 1,500 participants, and saw more than 300 people interact directly.

Beyond making a mark on reach, what mattered most about this activity was leaving the public with a strong impression of two keywords from FPT: Fast and Smart. The camera doesn’t stop at recording images; it also understands them, and in doing so tells passersby a piece of information or a story.

It’s fair to say that, for a product still in the phase of building market awareness, FPT Camera was very smart in choosing an approach built on a series of activities that weren’t too costly, yet had a strong focal point and high spread.

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Partnering with FPT Camera on this campaign was ADT Global, a pioneer in the trend of technology-driven communications and marketing. Recognizing that the use of OOH in Vietnam was becoming saturated, ADT understood that for a campaign to succeed, brands need to bring not only original creative ideas but also an emotional element that gives the campaign a standout moment. Facing the challenge of finding a solution, ADT Global proposed combining a smart camera with an interactive LED screen, conveying FPT Camera’s message: “Smart alerts, accurate and fast.”

What makes this idea special is its use of DOOH as a medium that “speaks,” calling out “personal” characteristics for each type of customer who appeared in front of the LED screen. With a fun, approachable message, the campaign skillfully carried out emotional marketing with technology at its core, leaving customers both awed and receptive to the brand’s message.

To learn more about interactive OOH/DOOH

FPT’s idea, although it left a strong mark, isn’t entirely unfamiliar, especially in global marketing. Many people will surely know CVS’s Beauty Mark campaign, an interactive campaign that encouraged people to post their unedited selfies on social media with the hashtag #BeautyUnaltered.

Users who posted unedited photos of themselves with this hashtag would soon see their faces appear in New York’s Times Square, affirming the value of natural beauty. The activity brought in more than 3.6 billion impressions and became one of the strongest highlights of the entire campaign.

Back in Vietnam, alongside the FPT case study, we’re also beginning to see signs of DOOH’s approach expanding. A few years ago, there was Coca-Cola with its Emotion Billboard. More recently, Milo also made a notable mark with its campaign “Sports always find the champion in you.” All of them skillfully turned OOH into a special highlight of the overall campaign and spread through social media.

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From the practical challenges of technology communication campaigns, the shift toward digital out-of-home advertising infrastructure is setting a completely new standard for reaching customers. To optimize performance, organizations first need to understand what 3D OOH is within the modern interactive ecosystem. It isn’t just a visual effect but a strategy for capturing attention in depth. Applying 3D OOH billboard systems at key locations lets businesses condense their message and maximize the target audience’s recall within just a few seconds of exposure, thereby establishing a superior positioning advantage.

Beyond building broad brand coverage through DOOH channels, converting engagement at on-ground event touchpoints plays a decisive role in retaining customers. By deploying interactive event screen systems, corporations can turn complex data into personalized experience flows. This solution not only elevates service quality but also works as a real-time, data-driven collection tool, completing the loop of a customer experience management strategy.

Source: Advertising Vietnam