FMCG Brand Achieved 95% Ad Recall in 29 days with Moving Walls

How the brand worked around Ramadan routines to drive lasting impact and:

• Reached 11.9M unique individuals via programmatic transit DOOH
• Generated 17.8M impressions with 95% ad recall
• Achieved 3% lift in purchase intent

Situation

An FMCG brand aimed to reach Iftar time commuters during Ramadan’s shifting travel patterns.

In the leadup to Ramadan, an established ready to drink (RTD) brand in the FMCG space faced the challenge of going beyond visibility, it needed to stay culturally relevant and connect meaningfully with its muslim consumers. Ramadan shifts everything; commuting patterns, content relevance,  media consumption, and consumer mindset. The brand needed to stay present during Iftar (breaking of fast) commutes, when many urban consumers head home or to gatherings, and be seen in a way that resonated. Their challenge wasn’t just scale, it was timing, context, and cultural fit. Despite past transit campaigns, they lacked the ability to dynamically target key moments or optimize media in real time.

Key Challenges:

• Shifting commuter footfall and media habits during Ramadan
• Culturally relevant storytelling tied to pre and post Iftar rituals
• Static campaign delivery without real time optimization capabilities

Solution

Deliver times sensitive Ramadan ads via transit programmatic DOOH in partnership with Moving Walls

The FMCG brand designed a transit-based programmatic DOOH strategy that adapted to the rhythm of Ramadan. The campaign focused on central commuter rail networks, activating smart, moment specific messaging through dynamic creative, automated media buying, and live optimization.

1. Audience Insights & Segmentation

Analyzed historical ridership + mobile device data to identify Iftar commute hotspots segmented audience by behavior:

• Pre Iftar (16:00–18:00)  hydration messaging
• Post Iftar (18:00–20:00)  community focused creative

2. Automated Programmatic Activation

• Activated via Moving Walls DSP across 924 in-train digital screens
• Deployed geofenced media buys at high traffic stations
• Triggered creatives using real time weather and traffic data

3. Dynamic Creative Scheduling

• Developed themed ad sets around Ramadan hydration rituals and family time
• Daypart logic auto-rotated creatives precisely at 18:00 local time to align with breaking fast

4. Real Time Monitoring & Optimization

• Built a live campaign dashboard tracking plays, impressions, and dwell time
• Hourly optimization of bids and screen inventory based on footfall signals

5. Cross Functional Collaboration

• Ran weekly syncs between brand marketing, ops, and field teams

Shared real time campaign insights with creative agencies to drive rapid asset iteration. Moving Walls real time infrastructure ensured that each impression landed when it mattered most, right as commuters transitioned into their most emotionally resonant moments of the day.

Outcomes

Over the 29-day Ramadan campaign, the FMCG Brand:

• Successfully reached over 11.9 million unique individuals, maximising audience scale 
• Generated 17.8 million impressions through 68,728 ad plays, ensuring high frequency exposure.
• Achieved a 2% uplift in brand awareness during the critical Iftar window
• Recorded 95% ad recall among exposed respondents, driving memorable impact

Drove a 3% increase in purchase intent, influencing consumer behavior

Conclusion

This Ramadan campaign proved that programmatic DOOH isn’t just a channel, it’s a strategic differentiator for brands competing in culturally high-impact periods. By blending precise audience insights with data-driven targeting and culturally relevant story telling; the FMCG brand was able to influence behavior at the locations and moments of relevance,  highlighting the strategic value of programmatic DOOH as a cornerstone channel for FMCG in emerging markets.

This campaign demonstrates the strategic value of programmatic DOOH as a cornerstone channel for FMCG in saturated markets. Key learnings for FMCG brands looking to leverage programmatic OOH/DOOH:

• Leverage culturally driven moments: Align messaging with local customs and peak consumer routines to drive emotional resonance.
• Optimize in real time: Use live data (time of day, weather, traffic) to adjust media allocations and creative rotations for maximum relevance and efficiency.
• Go beyond demographic segmentation: Context based messaging outperforms broad demographic targeting.
• Ensure cross functional agility: Rapid feedback loops between marketing, operations, and creative enable swift optimizations and iterative improvements.
• Measure beyond impressions: Track dwell time, recall, and purchase intent to capture full impact on brand and sales outcomes.

This FMCG brand didn’t just advertise, they owned the moment. You can too. DOOH puts your brand exactly where and when it matters most. Be the brand that’s remembered, not the one that’s missed. Ready to own the moment? Let’s make your next campaign impossible to ignore. Talk to us today.