Key Takeaways
- Large-scale cross-border DOOH execution delivered in a single day across 10 African markets
- Activation of 567 digital screens with one unified creative, enabling synchronized cultural messaging at scale
- The CCTV Spring Festival Gala campaign delivered 37.8M impressions within 24 hours
A Cultural Moment at Regional Scale
Chinese New Year, also known as the Spring Festival, is one of the most widely recognised cultural celebrations globally. Originating in China and East Asia, it is associated with renewal, family gatherings, and the start of a new lunar cycle.
Its visibility has gradually extended beyond these regions. In several African cities, particularly those with international business activity and diverse populations, the festival is increasingly acknowledged through cultural activities and public-facing events - highlighting a broader shift toward cross-cultural exchange in urban environments. This growing visibility creates new opportunities for brands to tap into globally relevant cultural moments outside of their traditional markets.
For brands and agencies, this unlocks the ability to deliver regional storytelling at scale within high-attention urban environments, while maintaining cultural relevance across diverse audiences. Instead of approaching campaigns market by market, advertisers can now activate across multiple cities and countries simultaneously, bringing culturally significant moments like Chinese New Year into everyday public spaces through coordinated DOOH executions and truly owning the moment across an entire region.
Execution: Coordinated Multi-Market Rollout
Scale and Market Coverage
The campaign was deployed across 10 African countries, spanning both established and emerging urban markets. Using Moving Walls Planner, the sites were strategically selected along major roads, transit corridors, and commercial zones, locations defined by high footfall and consistent audience movement. This ensured strong visibility in key markets while extending the campaign's reach across a broad regional footprint, distributing presence across multiple cities rather than concentrating it in select locations.
Campaign Timing and Format
The campaign launched on 16 February 2026, executed entirely within a single day. A simultaneous multi-market rollout was essential to preserving the cultural relevance of Chinese New Year, ensuring every market activated in sync and no region fell out of step with the moment.
Such coordination would typically require extensive advance preparation across fragmented networks. However, through Moving Walls Activate, 567 screens across 10 countries were enabled to go live concurrently rather than in phases, delivering a fully synchronized, cross-market execution at scale.
Creative Delivery
The campaign featured the CCTV Spring Festival Gala promotional video, marking the first time this content had been introduced across these markets. A single, unified creative was deployed across all locations, ensuring message consistency and eliminating the risk of fragmented interpretation across diverse markets.
By aligning both timing and content, the campaign delivered a seamless, uniform viewing experience at scale, overcoming the creative and logistical fragmentation that typically challenges multi-country executions.
Outcome: Delivering Impact at Continental Scale
The Chinese New Year Across Africa campaign demonstrates what a well-coordinated DOOH execution can achieve when cultural timing, creative consistency, media scale and the cross-market DOOH technology infrastructure powered by Moving Walls come together.
For advertisers, the results highlight the ability to drive immediate, large-scale visibility with efficiency: 567 digital screens activated simultaneously across 10 countries covered in a single-day rollout with 37.8 million estimated impressions delivered within 24 hours. Through Moving Walls OOH performance suite, multiple media owner networks were seamlessly connected, enabling synchronized deployment and consistent delivery of the CCTV Spring Festival Gala promotional video across diverse markets.
Conclusion: A New Benchmark for Intercontinental DOOH
This campaign establishes a new playbook for brands and agencies looking to execute cross-border DOOH campaigns. It demonstrated the feasibility of multi-market programmatic DOOH, showing that a single creative message can be deployed consistently across multiple markets while maintaining execution quality.
By aligning the campaign precisely with the cultural moment of Chinese New Year and leveraging Moving Walls' connected media infrastructure, advertisers can achieve both broad regional reach and meaningful audience resonance without the delays and fragmentation typically associated with multi-country campaigns.
The Chinese New Year Across Africa campaign sets a new benchmark for how brands and agencies can plan and execute high-impact, culturally relevant campaigns at scale, positioning DOOH as a coordinated, performance-driven channel for regional and intercontinental activations.
