How Masterise Homes Connected with High-Intent Property Investors With Data-Led DOOH

Campaign Highlights at a Glance

• Connected with 80K+ high-value urban consumers across 14 premium locations
• Generated 427K+ billable impressions from 87K ad plays
• Resonated most with female decision-makers, especially mid-income professionals, food lovers, and travelers

Situation

Vietnam’s premium residential market is maturing fast. Urban buyers and investors today are no longer persuaded by price alone, they also evaluate location quality, lifestyle alignment, long-term value, and developer-brand trust.

Vietnam’s premium residential buyers increasingly view real estate as a long-term investment asset, not just a place to live, reflecting a shift toward asset preservation and future value creation. 

For Masterise Homes (“Masterise”), a leading Vietnamese real estate developer known for delivering high-end, master-planned communities, the challenge was clear:

“How do you consistently reach high-value prospects in moments where lifestyle, aspiration, and investment mindset naturally intersect?”

Traditional outdoor advertising often provides visibility but lacks precision:

• High traffic does not always equal high purchasing power
• Static schedules don’t match premium lifestyle routines
• Broad demographic targeting misses true intent signals

Masterise needed a smarter way to connect with affluent, urban audiences in environments that naturally reinforce premium living and long-term asset value.

Source: Masterise Homes

Key Challenges

To reach both end-users and property investors, the campaign needed to:

• Reach mid-to-high income urban professionals efficiently
• Prioritize quality of exposure over sheer volume
• Appear in premium lifestyle environments, beyond basic traffic zones
• Track audience profile by income and lifestyle fit

Source: Masterise Homes

The Solution

Precision DOOH for Premium Real Estate

Instead of buying visibility, Masterise invested in relevance.

In partnership with Moving Walls, Masterise launched a 17-day, data-driven DOOH campaign across 14 strategically selected digital screens, with strong concentration in Hai Phong’s premium retail and lifestyle zones.

The strategy combined location-based movement data, audience intelligence, and performance measurement to ensure Masterise’s messaging appeared where premium audiences already spend time, and where they’re most receptive to high-consideration decisions.

1. Audience Signals That Mirror Real Buyer Intent

Rather than relying solely on age and gender, the campaign analyzed actual visitation and movement behavior to identify high-potential segments.

Key audience insights included:

• Mid-income urban professionals as the largest segment (29.87%)
• Strong alignment with Food Lovers (21.33%) and Travelers (17.37%), signaling aspirational, lifestyle-driven individuals
• Engagement was driven primarily by female audiences in the 35–44 age group, a core decision-making segment for residential purchases

Masterise wasn’t merely “broadcasting”, these insights validated that Masterise was consistently reaching audiences most likely to evaluate quality housing, lifestyle upgrades, and long-term property value.

2. Timing Aligned with Premium Urban Routines

The campaign identified specific time windows where attention and intent peaked:

• 12 PM – 1 PM emerged as the strongest performing hour
• Thursday and Friday saw peak impressions, corresponding with audiences’ end-of-week routines and planning behavior.

By aligning ad delivery with lunch breaks, retail visits, and key social engagement windows, Masterise stayed visible during moments when audiences are most receptive to aspirational and investment-led messaging.

This transformed Masterise’s DOOH campaign from passive exposure into strategic presence.

3. Premium Context That Reinforces Premium Positioning

Data confirmed that environment shapes perception and context matters deeply in real estate marketing.

• Aeon Mall Hai Phong emerged as the top-performing site, delivering the highest billable impressions
• Screens located within high-end retail and lifestyle environments consistently outperformed generic placements
• GG LED screens recorded the highest visitor volumes, validating the value of premium screen networks

Masterise showed up in contexts that naturally signal quality, aspiration, and readiness to invest, strengthening its brand perception without needing to “sell harder”.

4. Measurable Performance & Investor-Grade Transparency

Moving Walls provided full campaign visibility across:

• 427,166 billable impressions
• 80,144 unique individuals reached
• Clear breakdowns by gender, age, income, lifestyle, time, and location

This level of transparency enabled Masterise to quantify exposure quality, identify high-performing assets, and gain actionable intelligence to refine future launches, improve media efficiency, and validate premium placement decisions with data.

The Results

Within just 17 days, the campaign delivered:

• Consistent, high-quality exposure across 14 premium urban locations
• Strong engagement from prime residential decision-makers (35–44 years, female decision-makers)
• Clear validation that lifestyle-centric environments outperform generic placements
• Actionable insights into where, when, and which audience to prioritize for future launches

Most importantly, the campaign demonstrated that premium real estate brands benefit more from contextual relevance than mass visibility.

Conclusion

This campaign highlights how data-led DOOH can play a powerful role in influencing property consideration and investment perception.

By aligning location quality, timing, and audience intelligence, Masterise positioned itself naturally within the daily routines of urban individuals who value quality living, long-term assets, and trusted developers.

For real estate developers and investors, this approach proves that DOOH can evolve from awareness-building into a strategic lever for premium positioning and value perception.

Why This Matters for Real Estate & Investment Brands

• Prime placement earns premium attention
• Lifestyle environments outperform transit-only exposure
• Behavioral and income signals enable smarter targeting
• Measurement turns DOOH into a repeatable growth lever
• Strategic DOOH context strengthens long-term brand perception

This wasn’t just an outdoor campaign, it was an urban presence with intent.

If you want your real estate brand to engage high-value audiences where aspiration meets investment, Moving Walls helps real estate brands turn DOOH into strategic assets with measurable advantage. Ready to elevate your next launch?