Sharing Maggi’s Flavorful Journey: Powered by Moving Walls

Key Takeaways

• Timing drives engagement: 1.6M+ impressions during morning peak (7–9am) show the impact of syncing with daily routines.
• Target high-value audiences: Majority female (53.6%) and 25–34 age group (25.2%) aligned with core FMCG buyers.
• Scale with precision: Reached 750K consumers and 3.2M+ impressions in 15 days via near real-time optimization of 338 screens.

Maggi set out to strengthen its connection with Vietnamese city communities through Digital Out-of-Home (DOOH) advertising. In partnership with GroupM and Moving Walls which powered the campaign through its proprietary LMX platform integrated with Google’s DV360 Demand Side platform (DSP), the brand executed a 15-day programmatic campaign. This setup enables seamless planning, buying and optimization of digital inventory in real time.  Over the campaign period, Maggi’s ads appeared on 338 screens across major cities in Vietnam. This flexible, data-driven approach made it possible to monitor performance live and adjust placements dynamically,  ensuring the campaign consistently reached the right audience at the right moments. By the end, Maggi had connected with nearly 750,000 urban residents and delivered over 3.2 million impressions, creating meaningful engagement with consumers in their daily routines.

About Maggi

Maggi is a trusted FMCG brand in Vietnamese households, known for quick, convenient meal solutions that make preparing tasty, comforting dishes easy.  Over time, the brand has built strong consumer loyalty by combining quality, flavor, and simplicity to help people cook faster without compromising taste. This campaign aimed to deepen Maggi’s connection with busy urban consumers, particularly young female commuters and shoppers, by ensuring visibility at the most relevant city touchpoints. By focusing on key moments when people plan and prepare meals, Maggi reinforced its role as a reliable, convenient choice that fits naturally into modern city lifestyles.

Strategy & Planning

• Data-driven locations: Priority was given to sites with the highest daily footfall, such as busy intersections, retail hubs, and popular commuter routes.
• Timing focus: Ads were scheduled for peak morning hours (7am–9am) to capture the maximum attention from commuters starting their day.
• Flexible placements: Screen selections and adplay timings were regularly reviewed and adjusted based on real-time impression analytics.
• Consumer-Centric Targeting: Campaign messaging was tailored for mid-income workers, city commuters, and food lovers.

Solution

To effectively reach its target audience, Maggi employed a data-driven approach that combined precise location targeting with real-time campaign management. This approach ensured the campaign stayed relevant and effective throughout.

1. Audience-First Planning

• Used footfall and neighborhood data to identify busy commuter corridors with strong morning activity, prioritizing screens near retail hubs, and markets. 
• Targeted urban, mid-income households, especially 25–34-year-old females.

2. Dynamic Screen Activation

• Activated over 330 screens, running creative in quick, high-frequency during the morning rush (especially 7–9am).
• Rotated and adjusted placements daily based on what locations and times produced the highest impressions.

3. Flexible Optimization

• Real-time campaign dashboards monitored impressions, view rates, and reach for every screen.
• Quick adjustments: As soon as a screen underperformed or a new high-traffic trend emerged, the campaign shifted resources accordingly.

4. Contextual Storytelling

• Ensured content delivery aligned with the timing and context of audience activities for maximum impact.
• Created visuals and messaging that resonated with both families and young urban consumers.

Outcome

• Reach & impressions: Connected with nearly 750,000 urban consumers, delivering over 3.2 million billable impressions in 15 days, demonstrating the scale programmatic DOOH achieved in urban Vietnam.
• Morning engagement: More than half of impressions (1.6 million+) occurred before noon, with a clear engagement peak between 7–9am. This validated the strategy of targeting commuter corridors and essential daily routines, reaching consumers at moments when meal decisions are often made.
• Top days: Mondays and Tuesdays had the largest viewership, matching spikes in weekday commutes. Thursday followed closely.This confirmed the campaign’s ability to adapt messaging around weekly lifestyle patterns.
• Audience profile: 53.6% of the total audience was female, with the 25–34 age group making up the biggest single segment (25.2%),  directly aligning with the primary target demographic of young, mid-income women managing household needs.
• Key screens: Locations like WIN LED HNI 96 dinh Cong and CT7K Parkview consistently drove brand exposure, thanks to their proximity to retail hubs, markets, and commuter routes, reinforcing the use of LMX insights to optimize location planning.

By combining audience insights with LMX’s programmatic capabilities, Maggi achieved meaningful engagement and reinforced its role as the go-to mealtime partner for urban consumers.

Source: Maggie x Moving Walls DOOH campaign in Vietnam

Winning Strategies FMCG Brands Can Use

• Timing is critical: Targeting the start of the day ensured impressions matched actual consumer behavior, making the campaign more effective.
• Audience understanding drives results: The campaign gained higher engagement from young, urban females and food-loving professionals. This insight helps shape future efforts.
• Adaptability leads to success: Regular reviews and adjustments allowed the team to concentrate efforts where impressions and reach outperformed expectations.
• Location choice matters: Regional analysis pinpointed which screens and neighborhoods drove the greatest value, enabling better resource allocation going forward.

Conclusion

This campaign shows how data-driven, programmatic DOOH can help brands like Maggi stay relevant and visible in fast-paced urban environments. By combining real-time insights with flexible media buying and relatable content, Maggi connected authentically with its audience, driving meaningful brand presence and engagement.Want to see how this approach can help your brand find the right audience, in the right place, every day? Connect with our team to start building your own high-impact DOOH campaign.