Shell Effectively Targets Motorists Through a Highly Optimized Programmatic DOOH Campaign

Brand: Shell

Country: Malaysia

Partner: GroupM

Challenge: Shell faces the challenge of strategically building brand awareness among motorists while effectively targeting them with constructive messaging.

Objective: Shell wants to communicate the messaging to motorists ‘EKSTRA KILOMETER, TERNYATA BERBEZA’ which translates to The difference of extra with Shell, at the same time have a mix of ideas through programmatic billboards to get to show this is how much we can drive consideration based on tactical key points.

Solution: By leveraging Moving Audiences, we harnessed the power of predictive analytics to anticipate audience behavior based on up-to-date movement trends. This enabled us to pinpoint high peak hours when motorists were most likely to encounter the selected billboards, optimizing our reach and impact. Additionally, our campaign analytics tool provided real-time tracking and precise measurements of actual campaign performance, allowing for accurate comparisons against the initial predictions. This data-driven approach ensured effective campaign execution and provided valuable insights for future optimizations. 

Results: Throughout the 100-day tracking period, we gained valuable insights into the performance of different sites within our campaign. By identifying the top-performing locations and those that exceeded expectations, we can now prioritize these sites for future campaigns, ensuring maximum impressions and media value. However, due to shifts in audience movement patterns, certain locations underperformed compared to the predicted planning data. To address this, we implemented a campaign optimization strategy, conducting weekly performance reviews and making necessary adjustments to sites. This proactive approach enabled us to allocate spots to higher-performing sites, further enhancing the effectiveness of our campaigns.

+1.4MIL

Audiences were reached

The campaign has reached around 142.63% of what was promised to Shell.