SEAOIL leverages live traffic signals to tell drivers the duration to nearest fuel station using Programmatic DOOH

Brand introduction

Seaoil Philippines, Inc., stylized as SEAOIL Philippines, is a fuel company that started in 1978. The Filipino-owned company offers fuel products ranging from automobile gasoline to industry-specific lubricants and services such as storage and shipping.

Problem statement

In the Philippines, DOOH has continued to grow in multiple formats across all kinds of locations – lamp posts, highway unipoles, building facades, in-malls, on-train platforms, and so on.

However, despite having the technology to run targeted, data-triggered creatives, a majority of Digital OOH campaigns are still executed like static billboard campaigns with no change in creatives during the campaign.

SEAOIL was offering the first-of-its-kind lifetime free gas promo “Break Free from Gas-tos!” that awards a lifetime supply of SEAOIL fuels to the grand winners. Aside from being a generic brand awareness campaign, the fuel company wanted to reach motorists at the last mile and resonate with them. They also wanted a tangible impact (immediate call-to-action) for store walk-ins.

Objectives

Business Objective – Executing dynamic triggered ads and reaching consumers at the last mile (Increased store walk-ins)

Marketing Objective: Increasing brand awareness, saliency and Impact

Plan of execution

The Power Of Dynamic Messaging in DOOH – The thinking behind the campaign

DOOH sites, being larger than life, are more impactful when compared to brand messaging on personal devices.

In today’s world, consumers are bombarded with ads. Online and offline ads are everywhere and it’s very noisy. Personalisation within display advertising has opened up a way to connect to consumers by using the right ad formats and messaging.

A consumer survey conducted states that personally relevant content positively influences how audiences feel about that brand.

The decision was to use location-aware messages which were dynamically triggered to alert motorists that there is a nearby gas station, allowing them to walk in right away and execute the purchase.

For this, we tapped into Moving Audiences Insights to understand more about the location affinity around the billboards after they have been carefully selected. We then connected to real-time traffic conditions using Google maps API to make changes to the creative in real time.

Execution

Fuel Brands mainly target “motorists” who are on the road. Three “last-mile” media channels were considered – OOH, Radio, and Navigation Apps (Waze). We finally chose OOH because, unlike radio or app navigation systems, it is able to dynamically play creatives, which created the greatest impact we were looking for to meet the campaign objective.

Meanwhile, we identified popular Manila metropolitan streets and the most in-demand digital billboard – EDSA Boni, EDSA Magallanes, MC Home Ortigas, Paragon LED, Tomas Morato Cor Kamuning – to execute the campaign.

The media site commands a head-on view for drivers who stop in front of it on the highway and popular streets.

To improve the efficiency of the campaign, we used live traffic analysis to identify the peak traffic hours. The client’s advertising slots were to be scheduled only during these peak traffic hours.

Results

The campaign delivered 1.6 Mil impressions and reached 164K unique individuals over a 2 month period in the Philippines. 10.5% of audiences who were exposed to the ad visited a relevant point of interest during the attribution window.