Reimagining Outdoor Engagement: AQUA’s Show-Stopping Programmatic DOOH Campaign at Citayam Fashion Week”
As outdoor engagement makes a triumphant return, out-of-home (OOH) advertising is experiencing a significant resurgence. Brands like AQUA, a popular bottled mineral water company in Indonesia, are embracing this shift, reinforcing their visibility and reinforcing their commitment to wellness through eye-catching events like the Citayam Fashion Week.
Employing programmatic Digital Out of Home (DOOH) strategy once more, AQUA found its footing in outdoor promotions, using targeted data to strategically position and navigate their DOOH advertisements. In collaboration with media technology company, Moving Walls, AQUA curated a strategy for its DOOH endeavour, ensuring optimal positioning for maximum consumer engagement.
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Faced with the challenge of promoting hydration and standing out at the Citayam Fashion Week, AQUA came up with an innovative solution. The brand launched the hashtag #AQUADULU, translating to ‘Water First,’ aimed at raising brand awareness and urging attendees to stay hydrated at the event.
AQUA’s solution was an innovative programmatic DOOH campaign, supercharging its marketing efforts with dynamic content tailored to real-time weather conditions. The brand leveraged the Citayam Fashion Week, a popular event among Jakarta millennials, promoting its message via a moving LED truck, effectively capturing audience attention.
Data from the Moving Audiences DOOH platform was instrumental in identifying key locations for the LED truck circulation. The truck displayed dynamic, contextually relevant creatives adapted to each location’s temperature, accompanied by a scannable QR code. The campaign’s programmatic capabilities were maximized by activating only when the temperature reached 30 degrees Celsius.
AQUA’s DOOH campaign spanned over a month, reaching over 1 million unique individuals and delivering 2 million impressions. The campaign effectively engaged the desired demographic, with over 50% of the audience belonging to the 18-34 age group. The success of this innovative campaign solidifies the potential of DOOH in creating effective, dynamic brand awareness strategies.
News Source: Market Tech
