One screen in the heart of Kuala Lumpur, 51.2% female viewership, right on the core target for the fragrance launch.
Kuala Lumpur, Malaysia · DOOH · single high-impact screen
▸ The Challenge
A leading luxury house was launching a new fragrance and needed anticipation built before it landed in store. The audience was narrow and the budget sat on a single site, so the screen had to be the right one.
▸ What We Did
- ▸Used the Moving Audiences platform to find the highest-traffic screen in central KL
- ▸Checked the audience profile of that site against the target before committing
- ▸Concentrated delivery in the 4 to 5pm window on Fridays and Sundays
- ▸Chose a site within walking distance of the store, to shorten the trip to purchase
Why it worked: The whole budget sat on one screen, so the site was chosen on who passes it and when, not on how many people pass it.
▸ The Proof
51.2%
Female viewership, the core target
4 pm - 5 pm
Prime target audience window leveraged on Fridays & Sundays
1 Screen
Single high-impact location in central KL, steps from the retail store
YSL × Moving Walls · MalaysiaSource: campaign reporting · June 1, 2023 · movingwalls.com
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