Brand
Caltex
Country
Malaysia
Partners
GroupM
Challenge
How could Caltex maximise brand awareness by extending their video advertising campaign on spectacular DOOH locations?
Objectives
Caltex (part of the Chevron Group) wanted to raise awareness and implement a component of retargeting for their 'Unbeatable Mileage: Unstoppable In Going The Distance' campaign. When passerby come within a 5km radius from the site, they will get a notification on their mobile to participate in the guessing game where Caltex wanted users to guess the distance (in kilometers) a full tank of Caltex petrol can last. The question will then prompt users to the Caltex website.
Solution
Using the Moving Audiences Planner, the Wavemaker team was able to identify relevant DOOH locations close to Caltex stations and forecast the potential Reach and Impressions the campaign would be able to deliver.
The campaign was continuously monitored and tracked through the Moving Audiences platform to understand how each of the sites was performing. Based on real-time audience data, the campaign was further optimised to deliver promised advertising spots and ensure maximum awareness was achieved.
Results
During the 62 Day Tracking period the campaign delivered 8.73 million Potential Views and reached close to 700k Unique Audiences
One of the selected billboard locations delivered more than 25% of overall Campaign Impressions
The campaign also delivered 125.76% of the forecasted ad plays providing a transparent and independent view of ad delivery across different media owners.
By taking the learnings from the campaign, Caltex was able to prioritise top-performing sites and increase the overall impressions bringing accountability to DOOH media and positioning it as a viable platform for Video Advertising Reach Extension.
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