Band
Samsung
Country
Indonesia
Challenge
How can Samsung buy customers’ interest and loyalty of their audiences? At the same time minimise media wastage by only targeting sites that show maximum potential views via a data-enabled OOH campaign?
Objectives
To enhance Samsung's brand equity by serving efficient consumer experiences that hold unique associations towards its brand image and awareness. Samsung’s programmatic OOH campaign has been executed in Indonesia to launch its teaser campaign, Galaxy Z Fold 3, and Galaxy A03.
Solution
Samsung launches New Galaxy Z Flip 3 in its latest campaign 'Flip&Fold' programmatically via Google DV360.
The sequenced campaign was executed mix of 54 classic and programmatic digital billboards along with LED sites in Jakarta to create brand awareness across the country.
Moving Audiences was able to identify premium DOOH sites that focused on areas most frequented by Samsung's target audiences. The platform's audience data algorithms was able to help Samsung mix & match, at the same time optimise their best site selection.
Results
With just a few tweaks to its campaign approach, Samsung was able to successfully optimise their campaign by understanding and utilising audience data, sequence their campaign and reach these audiences at the right place and time. Based on the tracking period for 15 of its selected sites across the campaigns:
- The campaign has already had over 14,000,000 Potential Views, according to Moving Audiences Decisions platform. The campaign reached over 2,000,000 actual audiences views.
- The site for gaining the highest potential views from January 1st - 31st, 2022 was Site A (facing Roxy Square), Jakarta Barat. The potential reach for that site fell at 1,945,426 audiences.
- The busiest hour on average for 15 sites is between 12.00hrs - 13.00hrs and 17.00hrs - 19.00hrs.
- Viewers have had the opportunity to see the billboard on average 7 times during the campaign.
Using audiences' data-based OOH planning also meant that Samsung can map the target audience movement across the city and sequence future campaigns.
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