'Hacking' the digital OOH screens: Enabling personalised ads to be updated instantly
4. Outdoor Kancils [4.9 Innovation in Outdoor]

Links:
Product/Service:
Telco Products & Services
Client:
Maxis Broadband Sdn Bhd
Brief:
To promote its A.I. Network, Maxis has rolled out different ads to consumers in varying contexts to mirror its personalised network experience. This campaign runs on multiple platforms simultaneously, including the digital out-of-home (DOOH) media. However, dynamic content is not supported by DOOH and creatives can't be change right away. Imagine the runaway ostrich incident on Federal Highway. How do we create video content to capture the moment instantly on DOOH? It'd be impossible for us to generate video on the go for a digital screen, not to mention multiple dimensions. How do we serve personalised moments to the right people at the right time with the right messages?
Solution:
Our Strategy? "Hack" the DOOH screens to allow creatives to be updated immediately on the go, even from mobile! We developed Instant Digital Billboard, a platform that allows personalised DOOH creatives to be created and updated to digital screens in an instant. This has allowed Maxis to showcase what its A.I. network means to different users by displaying custom ads based on latest events or trending topics at the time. Results: • Instead of days, DOOH creatives can now be produced and reflected on the screens within minutes. • Maxis was able to demonstrate its A.I. Network through highly relevant DOOH ads that resonated with its consumers.