CASE STUDY

Building Deeper Brand Trust During the Pandemic via Effective DOOH

A well-established insurance company wanted to extend their OOH effort to build brand trust with the continuation of the pandemic crisis.

OOH campaign when combined with other mediums will yield more effective results than when served alone digitally. This approach will also inspire more online action and drive an uplift in short term brand action.

unnamed-4   JB Larkin_Player Schedule_Prudential 2021

CHALLENGE

People are increasingly preferred brands that are present in multiple channels and able to deliver an omnichannel experience.

"How do we build a consistent cross-channel approach to reach customers on a more personal level?"

We aimed to assist our client:

  • To reach the right target audiences, at the right time and place.

  • To maximise audience reach by targeting locations with the highest density of target audiences.

  • To better understand the audiences by mapping the customer's offline journey and outdoor movement patterns.

APPROACH

  • The campaign was executed on several digital screens in Malaysia for 61 days.

  • Call-to-action option was displayed to encourage the audiences who were on-the-go to download the app and learn more about the brands later on their mobile devices.

  • The campaign was displayed during time belt hours with the highest impressions that fall between Afternoon and evening; 12 pm to 4 pm.


KEY RESULT

  • For phase two of the tracking period, the Total Achieved Potential View was 960,726 & Unique Audience Reached was 311,722. 

  • Damansara Perdana being the Location that brought the most views 357,922 when compared to other locations.

  • An Average individual is seen 3 times at a location during the campaign.

                                                                  

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