For brands
FIA Powers Up Promotion with Dynamic DOOH in Shanghai Metro
Campaign's Challenge
To promote the 2024 FE Electric Formula event at the Shanghai International Circuit, the Fédération Internationale de l'Automobile (FIA) wants to launch a DOOH campaign across major Shanghai Metro stations.
To effectively promote the event and achieve the high participant numbers set by the organisation, it is essential to reach the event's target audience at different locations and times during their journeys on the metro.
JCDecaux China aims at leveraging the flexibility of their digital ecosystem and position themselves as an innovative media owner by launching the first programmatic DOOH campaign in the Shanghai Metro.
Campaign's Strategy
To ensure a successful campaign, JCDecaux China's Business Teams decided to both rely on VIOOH and Metro Audience Metrix (MAM), an audience measurement solution validated by IPSOS.
VIOOH is a leading premium global digital Out-of-Home supply-side platform designed to accelerate growth of Out-of-Home and connect the industry to the programmatic digital ecosystem.
MAM is an international audience measurement solution designed for metro networks validated by IPSOS. It precisely quantifies audiences on a granular level (daily or hourly) across all assets per station, ensuring high-quality audience data throughout the transit experience.
By leveraging MAM's high-quality data and its rich set of demographic label dimensions including gender, age group, and consumer preferences, JCDecaux Sales Teams were able to identify the best assets matching the concentration criteria desired by the FIA. After the first day of the campaign, the FIA organisation wanted to change some of the campaign's screens. Taking advantage of the seamless integration between MAM and VIOOH, the JCDecaux team was able to efficiently execute the FIA's request, successfully arranging the deployment of the new screen for the PrDOOH campaign within just one hour.
Campaign's Results
Thanks to the Metro Audience Metrix (MAM) solution, the organization was able to achieve a higher frequency of media exposure and effectively reached the target group.
The FIA DOOH Campaign for FE Electric Formula became the first digital media programmatic transaction in Shanghai Metro.With programmatic flexibility, JCDecaux China was able to adapt the assets displaying visuals during the campaign period, leading to staggering success. From May 20th to 22nd, the campaign achieved 9.6 million viewed impressions, with advertising screens reaching over 131% of the exposure compared to traditional methods.
