How a Fintech Won High-Intent Attention in Just 54 Days with Moving Walls

Campaign Highlights at a Glance

• Reached 239,650 unique people across 8 high-traffic urban locations
• Delivered 3,058,618 views through 52,556 ad plays
• Strong resonance with food lovers, grocery shoppers, healthcare visitors, and daily commuters

Situation

In one of the most competitive fintech markets in Southeast Asia, a leading payment app faced a familiar problem: high awareness but low brand recall at the moment of payment.

The brand wanted to become the target audience’s first choice during everyday routines, whether buying groceries, visiting clinics, grabbing meals, or commuting through busy city streets.

The payments category is brutally crowded. Every wallet promises rewards, speed, and convenience. Yet most outdoor advertising still relies on static placements, fixed schedules, and generic audience assumptions.

For this brand, previous campaigns checked the visibility box but failed where it mattered most:

• Ads appeared when people were passing by, not when they were ready to pay
• Media plans were locked in advance, unable to respond to real crowd movement
• Targeting relied on age and gender, not actual spending behavior

In short: the brand was visible, but lacked recall at the moment of purchase decision.

Key Challenges

To become the default payment choice, the brand needed to:

• Cut through heavy competition in the payments category
• Reach the right audiences efficiently across multiple cities
• Move beyond age and gender to target actual spending behaviors
• Adapt placements dynamically based on changing crowd patterns.

The Solution

A Data-Driven Digital Screen Strategy Powered by Moving Walls

That’s where Moving Walls changed the game. Instead of buying screens, the brand bought moments of intent.

The brand launched a 54-day DOOH campaign across 8 carefully selected digital screens, working closely with a leading creative agency and leveraging automated media buying technology. The strategy combined real-time data, audience intelligence, and location precision to reach people at moments of high purchase intent.

1. Real-World Audience Intelligence

Instead of relying solely on demographics, the campaign mapped real movement and visitation patterns to identify key audience segments.

Rather than guessing who might be nearby, the campaign used actual movement and visitation data to identify audiences based on where they go and what they do.

Ads appeared during:

• Meal times in food courts
• Grocery peak hours
• Clinic visits
• Daily commute windows

This ensured the brand showed up exactly when payment decisions mattered.

2. Automated, Adaptive Ad Placement

• Activated across 8 prime digital screens in high-density urban zones
• Delivery was optimized for peak foot-traffic hours, not fixed time slots
• Made real-time adjustments using live crowd and location data to maximize every ad spend

This wasn’t scheduled OOH. It was responsive OOH.

3. Location Strategy 

Not all screens perform equally and the data proved it.

• The EDSA Caltex Harvard screen emerged as the top-performing site, delivering 24% of total campaign views.
• Ads strategically placed near high-intent spending locations such as supermarkets, restaurants, and medical centers amplified relevance.

4. Continuous Performance Monitoring

A live dashboard tracked performance daily:

• 52,556 ad plays generated 3,058,618 total views.
• Audience insights showed 54% female viewership, with the strongest engagement coming from the 35–44 age group (31%)
• Clear visibility into which audiences and locations drove results

The Results

In just under 2 months, the campaign delivered powerful, measurable outcomes:

• 239,650 unique Filipinos reached, building strong brand familiarity
• 3+ million total views, driving consistent recall
• 24% of impressions driven by a single high-performing site
• Clear alignment with high-intent audiences, led by food lovers and healthcare visitors
• Precise demographic reach, with a strong female skew and peak engagement among 35–44 year olds

Proof that behavior-led targeting outperforms demographic buying. This wasn’t about shouting louder, it was about smarter placements where decisions matters most.

Conclusion

This campaign demonstrated how intelligent use of digital out-of-home media can influence real-world decisions at scale. By aligning screen placement, timing, and messaging with everyday routines, the payment app stayed relevant throughout key moments of movement and spending.

The success of the campaign reinforces that modern DOOH works best when guided by live data and real behavioral insights, allowing brands to move beyond visibility and achieve meaningful, measurable impact in daily consumer journeys.

Why this Matters for Brands

• Be close to the point of purchase: Retail, dining, and healthcare locations outperform generic placements
• Optimize in real time: Live data enables smarter budget shifts
• Target habits, not just demographics: “Food lovers” outperform broad age brackets
• Align teams tightly: Collaboration between creative, data, and operations is critical
• Measure what matters: Reach, frequency, and audience relevance together define success

This wasn’t just another outdoor campaign, it created lasting mindshare during everyday spending decisions. 

If you want your brand to move beyond visibility and win decisions in the real world, it’s time to rethink how you use DOOH.

Ready to turn screens into results? Get in touch with Moving Walls today.