A Luxury Brand Campaign in Motion: Calvin Klein Takes Over the City with DOOH

Key Takeaways

• Timing drives engagement: Over 1.3M impressions were delivered during morning hours, with the highest traffic between 6–7am.
• Active audiences: Majority views came from male urban consumers, especially in the 35–44 segment which made up over 34% of total viewers.
• Fitness-first locations: CITIGYM and California Fitness centers emerged as top-performing sites, delivering nearly 1.5M impressions between them.
• National reach: The campaign spanned 39 locations across Hanoi, Khanh Hoa, and Ho Chi Minh City, connecting with diverse audiences in both metro and fitness-centered hubs.

Calvin Klein set out to create a high-impact presence within Vietnam’s urban and lifestyle communities. In partnership with Moving Walls, the luxury brand ran a 27-day campaign, leveraging real-time data and location intelligence to optimize visibility. With 230 screens across 39 sites, the campaign recorded 1.56 million billable impressions, 713K ad plays, and reached over 363K individuals, contributing to 0.36% of Vietnam’s population.

About Calvin Klein

Source: Calvin Klein 

Calvin Klein is a global lifestyle brand known for its modern, provocative style in fashion, fragrance, and accessories. With an established reputation for bold and minimalistic design, the brand continues to resonate with aspirational consumers worldwide. This campaign was focused on Vietnam’s growing urban markets, using DOOH placements to connect with shoppers at the heart of their daily routines.

Strategy & Planning

To maximize reach and ensure contextual relevance, the campaign applied a data-first approach through Moving Walls’ proprietary Moving Audience platform. This involved:

• Location intelligence: Prioritizing high-traffic lifestyle hubs like CITIGYM and California Fitness chains where young professionals and health enthusiasts are most active.
• Time optimization: Concentrating impressions during morning hours (6–7am peak) aligned with gym visits and active commutes.
• Audience targeting: Focused on males in the 35–44 age bracket, a key demographic for premium apparel and lifestyle choices.
• Adaptive placements: Daily and hourly performance data allowed ongoing adjustments to maximize visibility.

Performance Highlights

CITIGYM Chain

• Impressions: 781,093 over 27 days across 157 screens and 10 locations.
• Peak Days: Wednesday and Tuesday drove the highest engagement.
• Peak Hours: Morning (6AM–12PM) dominated with over 617K impressions.
• Audience Profile: 55.8% male dominance with strong attraction among 35–44 age group.
• Top Segments: Healthcare seekers (26%), mid-income urban workers (21%), and food lovers (19%).

California Fitness

• Impressions: 780,622 across 73 screens and 29 locations.
• Peak Days: Strongest on weekends—Saturday and Sunday.
• Peak Hours: Morning 7–8am topped impressions (728K).
• Audience Profile: More female-skewed (62%), with 35–44 again the most engaged group.
• Top Segments: Mid-income (25%), healthcare seekers (21%), and food lovers (20%).

Business Insights

The campaign’s success was driven by clear consumer behavior patterns: mornings, especially 6–8am, offered unmatched exposure. By analyzing footfall and impression multipliers, Calvin Klein maximized impact with fitness-centered audiences in Vietnam’s busiest cities. The strategic coverage across Hanoi, Ho Chi Minh City, and Khanh Hoa ensured balanced visibility across metro and high-footfall lifestyle zones. Importantly, CITIGYM stood out as the single-most valuable chain in terms of impressions delivered.

Outcome

• Audience reached: 363,612 unique individuals.
• Total impressions: 1.56M+ across 27 days.
• Frequency: 4.4, ensuring repeat brand exposure.
• Location coverage: 39 lifestyle hotspots across 3 major cities.
• Engagement peaks: Weekday mornings and weekend gym visits drove the most visibility.

This campaign demonstrates how Calvin Klein’s partnership with Moving Walls successfully combined data-driven location targeting with programmatic DOOH optimization to create meaningful, real-world brand presence. By aligning its messaging with active, aspirational audiences at peak engagement hours, Calvin Klein reinforced its bold identity in one of Southeast Asia’s fastest-growing markets.

Winning Strategies for Fashion & Lifestyle Brands

• Time matters: Morning activations capture health-conscious, commuting audiences in decision-making moments.
• Location is everything: Fitness centers and lifestyle hubs create natural connections with aspirational consumers.
• Understand your audience: Focused targeting on 35–44 professionals ensured brand relevance.
• Flexibility drives results: Adjusting ad plays and placements daily maintained performance momentum.

Conclusion

The Calvin Klein Vietnam campaign is a strong example of how programmatic DOOH advertising can help lifestyle brands connect authentically with their audiences. By leveraging real-time data, location intelligence, and contextual timing, Calvin Klein created a bold and impactful brand presence within Vietnam’s vibrant cities.

Want to see how this approach can elevate your brand? Connect with our team to start shaping your DOOH journey.