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

You’ve probably heard how important data is in the marketing and advertising world today. For this Filipino-owned fuel company, it’s no exception. SEAOIL used real-time data to play location-aware messages guiding passersby to the closest SEAOIL gas station. 

The directional campaign was executed by digital firm David & Golyat, together with Digital Out-of-Home (DOOH) advertising technology company Moving Walls and Metropolis Media.

SEAOIL has launched its annual lifetime free gas promotion and in order to drive awareness, the fuel company decided to use live signals to create a personal experience for audiences. 

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, as seen in images below:

seaoil ortiga
This ad played on MC Home Ortigas LED informed passersby that it was ‘20 mins away from the next SEAOIL Gas station’
seaoil edsa boni mrt
While making your way under EDSA Boni MRT, the creatives showcase that you are ‘10 mins away from a chance to win lifetime free gas’
seaoil edsa magallanes
This was taken on EDSA Magallanes, a limited-access circumferential highway around Manila, the capital city of the Philippines
seaoil tomas morato moving walls dooh
A creative placed on Tomas Morato indicates to viewers they are ‘30 mins away to a SEAOIL station’
seaoil paragon philippines moving walls led dooh
Here at Paragon, viewers are made aware they are ‘15 mins away to next SEAOIL station’

The Technology Used

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).

These types of campaigns have gained much popularity among advertisers due to their high resonance that allures the user with related content and messaging. However, the challenge has always been to scale these beyond award-winning case studies. 

Other innovative brands have also used contextual advertising to execute exceptional campaigns. Learn the Know-Hows of navigating the Outernet Media using data & emerging technology in the Outernet Playbook.


appies asia pacific

APPIES Asia Pacific 2022 is happening in Malaysia!

Campaign entries must have run between Jan 2020 to May 2022
(open to campaigns ran from any Asia Pacific market during this period)

Visit appies.asia for details, registration and submissions NOW!


 


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene