APAC
Toyota Vios
Adminer Malaysia
With the intent to drive interest and footfall for their car dealerships, Toyota showcased their latest Toyota Vios model by running a data-driven, geo-targeted programmatic DOOH campaign.
Toyota, in partnership with Hivestack and Adminer Malaysia, engaged target audiences by delivering relevant ads at key locations near its dealerships, as well as its competitor’s showrooms, via the Hivestack Demand Side Platform (DSP).
The campaign was activated in Malaysia across Big Tree, Laguna Media & WOW Media’s networks.
Key environments selected included shopping malls and large digital billboards
Toyota used the Hivestack DSP to geofence key areas where there was a high propensity of its target audience in close proximity to the screens
The campaign resulted in over 3M impressions across 60 screens within the first four weeks.
Hivestack conducted a Brand Lift Study to further understand visitation rates, as well as the impact of the campaign on audiences. Two groups were surveyed, one who was exposed to the ad at the selected Toyota dealerships in Petaling Jaya (the exposed group) and those that were not (the control group).
The Brand Lift Study revealed the efficiency and success of the campaign, which resulted in:
A 46% uplift in visitations, resulting in an additional 3,463 visitors to the 33 Toyota dealerships
A 64% increase in car bookings across all models, including a significant 34% contribution from the all-new Vios
An ability to identify specific screens and best performing locations for driving a higher lift in showroom visitations to inform future planning
“A rising tide lifts all boats as industry pioneers like Hivestack & Adminer come together to test and scale beyond the boundaries of OOH with Toyota & WOW Media. The industry is also more collaborative than ever before, driving the exploration of new ways of working and paving the way for Malaysia’s OOH industry growth.” - Mary Koh, Executive Director, Wow Media Sdn Bhd
"Advertisers now see the value and performance of programmatic DOOH. This campaign breaks through with how data gained today can be used to aid future DOOH campaign planning, driving better in-store foot traffic. From a results perspective, we generated 1.46x footfall uplift that translates into more than 3,000 walk-ins within a span of just 6 weeks.” - Kenneth Wong, CEO, Adminer Malaysia