Picture this:
You’re in the backseat of a taxi or car, stuck in a jam – miserable.
But with technology in the backseat, the experience transforms into a #joyride.
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With technology innovation in a digital out-of-home (OOH) medium, the addition of screens into taxis and ride-sharing vehicles brings a new dimension to how we move.
The traditional commute no longer just serves as a mode of transportation but becomes an intimate consumer experience, one-on-one. Aided by technology such as day-parting, geo-fencing, virtual reality, and facial and presence recognition, advertising technology serves up relevant content to us based on our demographic.
With the growth of ride-hailing apps and an evolving digital OOH landscape, how do we tell the innovation story across diverse countries in Southeast Asia so that it resonates with advertisers, transportation companies and passengers?
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This was the challenge LivingWord took on in partnering with Asian adtech startup IDOOH to build their brand in the region and engage with partners, brands and consumers and gather insights from its big data analytics.
We achieved this through an integrated communications strategy encompassing traditional PR, executive profiling, social media and content marketing.
Building on established relationships with Singapore, SEA and regional media, we grew mind-share through story pitches, by-lined articles, executive profiling opportunities, integrated with advertorial and social media content marketing.
01. Social media marketing campaigns
Social media has been an essential channel for reaching specific audiences, with a focus on Facebook and LinkedIn, reaching the consumer/driver and advertising and marketing communities, respectively. With consumer platforms like Facebook, videos and gifs of client campaigns were instrumental in attracting video views and brand engagement.
IDOOH’s Facebook campaign showcasing the regional Spotify campaign reached over 1.4 million people with 130,000 watching the video for 10-seconds or more.
While building credibility and track record takes time, tools like case studies help brands to build trust and demonstrate their expertise and capability. One outstanding example was the award-winning Burger King’s King Box campaign, a digital OOH campaign which used gamification and email lead-generation to drive in-store coupon redemption.
02. Burger King’s King Box gamification campaign
IDOOH reintroduced the King Box™ campaign by developing an interactive game available in ComfortDelGro taxi screens which was executed from 2 to 29 April 2018.
The mechanics of the game was to move a King Box™ across the screen to catch the right food items. Collecting all five items allowed the passenger to get a Burger King® coupon via email. The game increased memorability and effectiveness by changing a passive narrative into an interactive engagement.
Burger King’s choice of IDOOH came down to its “big data insights around geolocation, passenger presence recognition, dayparting and big data,” according to Kym Lee, marketing manager of Burger King Singapore in an interview with CampaignAsia.
The four-week campaign attracted a total number of 366,533 impressions and 18,588 engagements, translating to an engagement rate of 5% and a healthy acquisition rate of 22% attained through a total of 4,095 emails addresses.
03. Driving customers to the Affordable Art Fair Singapore
IDOOH partnered with The Affordable Art Fair Singapore and Moove Media to drive art lovers to the 13th installation of the contemporary art fair through an interactive in-taxi campaign comprising – an interactive art personality quiz and discount codes to support lead generation and visitor conversions.
The seven-week campaign, which ran across 1,000 IDOOH in-taxi screens in Singapore from 28 September to 18 November 2018, resulted in a total of 1,637,001 impressions and 28,416 engagements, as well as an acquisition rate of 2% through 480 email addresses.
04. Zooming into the Formula 1 Singapore Grand Prix 2018 with big data
IDOOH’s proprietary digital platform and big data analytics are the engines behind campaigns. To showcase this, we adopted visual story-telling methods to show more, describe less.
Using data visualisation of the Singapore island, we used this approach to visualise the Mega campaign results over the busy weekend during the Formula 1 Singapore Grand Prix 2018 – reaching 60,000 impressions on IDOOH screens across the city-state.
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Behind the communication is a corporate messaging framework which holds the messaging together. As IDOOH continues with its global expansion, the central messaging becomes even more critical to driving consistency through a common narrative.
Catch the next #joyride coming to a screen near you.