Philippines-based SEAOIL launched its annual lifetime free gas promotion and in order to drive awareness, the fuel company decided to use live signals to create real-time data guiding passersby to the closest SEAOIL gas station. The directional campaign was executed by digital firm David & Golyat, together with DOOH advertising technology company Moving Walls and Metropolis Media.
When a passenger comes into the vicinity of the advertisement, the creatives tell you how many minutes you are away from the nearest SEAOIL gas station. The campaign ran across popular Manila metropolitan streets.
While the content includes a curated distance messaging achieved through the use of Google Maps API, SEAOIL was able to decipher the best DOOH targeting options by understanding its location affinity.
The platform, ‘Moving Audiences’, was able to make SEAOIL’s campaign more efficient by eliminating ad waste and identifying patterns like high-performing sites and traffic hours that match the campaign’s target audiences.
Location-based targeting is highly effective in the outdoor world; it has been used by multiple advertisers to run data-driven Out of Home (OOH) campaigns to drive footfall or face competition from other Points-of-Interest (POIs).
Learn the Know-Hows of navigating the Outernet Media using data & emerging technology in the Outernet Playbook.
For more information on the news release, contact quinn@movingwalls.com.
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