Bar.B.Q Plaza Thailand
Bar.B.Q Plaza wanted to improve its brand awareness by connecting with target audiences located around Bangkok's Mass Transit System (BTS) train stations. The objective was also to increase in-store footfall traffic by offering restaurant dining vouchers to consumers in order to drive them into the restaurants.
The campaign was activated across 16 BTS prime train station locations through VGI’s digital panel train network. Bar.B.Q Plaza’s media agency, Adaptor Digital, leveraged Hivestack’s Demand Side Platform (DSP) in order to geofence key points of interest (POI) around locations registering a high concentration of the intended target audience.
The campaign was designed to create an interactive and engaging experience for passengers waiting at train stations. By scanning the QR code on digital panels, audiences were led to the “Gashapon” game on their mobile phones where they were presented with the opportunity to redeem dining vouchers for Bar.B.Q Plaza restaurants.
The campaign was a part of Bar.B.Q Plaza’s first-ever marketing strategy and delivered exceptional results over the course of just 2 weeks.
84 unique versions of the campaign creative were activated successfully and delivered across all locations, which resulted in 4 million impressions.
“Contextually relevant and highly targeted messaging has long been proven to be more effective, both in terms of ad-recall as well as commercial campaign outcomes, but the challenge has always been to deliver this in a cost-efficient way in the DOOH channel. Until now! By combining out-of-the box creative execution and the Hivestack DSP’s capabilities we’ve activated 49 screens across 16 BTS stations, which are in close proximity to Bar.B.Q Plaza outlets, and allowed consumers to experience the “Goshapon” game and be rewarded with vouchers to drive in-store footfall traffic!”
Atawoot Wesaranurak, CEO, Adaptor Digital
"It's awesome to see advertisers like Bar.B.Q Plaza embracing the creative solution options that programmatic DOOH offers via the Hivestack DSP. In the case of Bar.B.Q Plaza, the team at Adapter Digital and Hivestack produced a highly technical and creative campaign that leveraged the pillars of audience targeting, efficiency and contextual relevance. This is the first campaign of its kind to be executed by Adapter Digital and Hivestack and we here at VGI are proud to be partnered with such creative thinkers and doers.
- Poranee Saipinthong, Senior Manager, VGI Digital Lab