How Ria Money Transfer used programmatic DOOH and live flight data to enhance brand visibility for their airport agency. 

Explore Ria Money Transfer’ success story. JCDecaux and Displayce deployed a powerful programmatic DOOH campaign using live flight data to trigger creatives at the right moment and enhance Ria Money Transfer’ brand visibility.

About the clients and partners

Ria Money Transfer

Ria Money Transfer is a leading global money transfer and foreign exchange company, providing fast and secure remittance services to millions of customers worldwide. With a strong network of agents and locations, Ria simplifies the process of sending money across borders. Committed to innovation and customer satisfaction, Ria continuously enhances its services to meet the evolving needs of its clientele.

JCDecaux

JCDecaux is the world’s number one in outdoor advertising solutions, renowned for its innovative approach and extensive portfolio of high-traffic locations. With a commitment to creativity and effectiveness, JCDecaux transforms public spaces into engaging advertising environments that connect brands with audiences. 

Cirium 

Cirium is the world’s most trusted source of aviation analytics, delivering powerful data and cutting-edge analytics to empower a wide spectrum of industry players. The company provides the clarity and intelligence needed to optimize operations, make informed decisions and accelerate revenue growth. 

The Ria Money Transfer DOOH campaign context

The RIA Money Transfer campaign was executed in July 2024 during the Tomorrowland Festival, targeting travelers arriving at Brussels Airport. The objective was to enhance brand visibility and drive sales for the Ria Money Transfer agency located within the airport. Leveraging JCDecaux’s DOOH airport network and operating through Displayce DSP, the programmatic DOOH campaign aimed at maximizing relevancy & engagement through tailored messaging and real-time data.

To achieve this goal, we utilized real-time flight data to dynamically adapt DOOH creatives based on travelers’ countries of origin. This approach was designed to make the campaign highly relevant and engaging for the audience, increasing both relevancy and engagement.

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Leveraging live flights triggers with programmatic DOOH for maximum contextualized reach  

The campaign leveraged JCDecaux and Displace exclusive airport live triggering solutions to trigger ads based on passengers’ flight origins.

The campaign was executed on JCDecaux’s Digital Out-Of-Home (DOOH) network within Brussels Airport, specifically on screens reaching the arrival passengers’ flow. We utilized real-time flight data to trigger and adjust the campaign’s visuals automatically based on the inbound air traffic data information. This enabled us to target travelers from 7 specific countries with tailored messages. Ria strategically broadcast their creatives only on Wednesdays, at all hours corresponding to the selected flights. 

Eight distinct visual ads were created, each displaying a different currency relevant to the countries we targeted. For example, travelers from the US saw ads with USD, while those from Mexico saw ads with Pesos during their indoor journey within the airport.

This currency customization was aimed at resonating with the travelers’ home countries, thereby enhancing the campaign’s relevance and effectiveness.

Ria's DOOH campaign in airport with exclusive flight data

The Ria Money Transfer’s campaign results 

The campaign demonstrated convincing results:

  • Enhanced engagement: 1 300 000 highly relevant impressions have been delivered. Real-time adaptation of the visuals leads to a stronger brain response among viewers, with significant increases in attention and recall.
  • Increased relevance: By displaying currency-specific ads, we achieved a significant boost in the campaign’s relevance which leads to higher engagement rates.
  • 2,8x more cost efficient: Activating only when the right passengers were present, the campaign achieved greater cost efficiency compared to traditional DOOH, minimizing wasted impressions and maximizing impact.
  • World premiere: It is the first time that real-time flight data have been used to activate a DOOH campaign.

Through relevant planning and execution, Ria Money Transfer has gained true recognition from international travelers by effectively tapping into their desires and needs at the right moment. Additionally, this unprecedented activation of real-time flight data demonstrated the powerful synergy between contextual relevance and programmatic DOOH.

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Luxury hotels and programmatic DOOH: Sofitel’s brand awareness strategy

Explore Sofitel’ success story. Dentsu and Displayce deployed a powerful programmatic DOOH campaign to increase brand awareness for the Sofitel hotels in the USA. 

About the clients 

Sofitel

Pioneering French luxury hostels, Sofitel was founded in 1964 with the opening of its first hotel in Strasbourg. Sofitel blends French spirit with local culture through sophisticated culinary creations, exhibitions of local artists, and their wellness spaces, enhancing the transformative power of cultural connection. This new vision of committed luxury leaves an indelible memory in the hearts and minds of their guests.

Dentsu

Dentsu helps the world’s top organizations grow and transform through integrated solutions. Founded in 1901 in Tokyo, Japan, and now present in over 145 countries and regions, it has a proven track record of nurturing and developing innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients.

The Sofitel DOOH campaign context

Sofitel embarked on a mission to increase awareness of their hotel offerings in the USA to a target of affluent travelers over 35 years old. The campaign ran for a month, from November 2nd to December 2nd, 2023, across six states: Illinois, California, New York, Washington, Texas, and Pennsylvania. We meticulously chose one venue type—airport digital screens—to resonate with Sofitel’s target audience. 

With these settings, they broadcasted their creatives on 341 screens across 310 points of interest.

By crafting a programmatic DOOH campaign with relevant and precise geo-targeting, they ensured their ads were contextualized and reached the right audience.

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Using programmatic DOOH for maximum impact and context

 The campaign was conducted by Dentsu and supported by Displayce’s DSP. It was broadcasted on JCDecaux and Clear Channel DOOH screens through VIOOH and Broadsign’s SSP. Sofitel strategically placed its messaging across 100% of the international airports in the targeted states. They choose a strategy using different creatives at the same time to exploit multiple panel formats (vertical & horizontal) and be omnipresent in airports. 

Additionally, they deployed a precise dayparting and pacing strategy with personalized schedules to specifically target high-end flight companies in phase with their core target. We were able to offset the CPM cost for arrival and departure screens and ensure a full presence at the airport with a flexible CPM. They also implemented a budget breakdown reflecting the volume of screens per state: 

  • 50% of the budget for the states of New York and California
  • 50% of the budget for the other states
Mock-up of Sofitel DOOH campaign in an airport

The Sofitel’s campaign results

Sofitel’s programmatic DOOH campaign stimulated brand awareness, brand familiarity, and special intent with tangible results.

The campaign generated 15,442,410 impressions and 2 000 000 plays. Displayce relied on Happydemics to conduct a brand lift survey to analyze the campaign results. Seven questions were asked of a group of 300 users exposed to the advertising campaign and a control group similar in terms of gender and age to the population not exposed via Happydemics. The DOOH ads improved both preference and specific intent. With an impressive 44 point increase in specific intent, the Sofitel campaign is placed in the top 15% of campaigns for specific intent. Specific intent refers to the consumer’s willingness to take action related to the brand. The results also showed a significant increase in brand consideration by 27 points. Additionally, the campaign collected an uplift in brand familiarity of 13 points.

Through relevant planning and execution, Sofitel has gained true acknowledgment from affluent travelers over 35 in the USA by effectively tapping into their desires and needs. By covering 100% of the international market in their designated area of diffusion, Sofitel ensured maximum exposure and engagement with consumers at precisely the right moments.

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CASE STUDY : EUROP ASSISTANCE IN FRANCE

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Real-time purchase only when the “Woman 25+” target is four times more present than the French average in front of the screens.

Objective

Uplift in awareness through an ultra-targeted device

Location

France : 10 largest cities

Partners

Fabernovel ; JCDecaux ; Médiatransport ;  VIOOH

Europ assistance is the world leader in travel insurance, present in over 200 countries. In France, more than 35 million people will be covered in 2020.

For this campaign, Fabernovel and Europ Assistance purchased DOOH screens from two different advertising agencies. Targeting on the Displayce DSP allowed for the geographic selection of screens when the target “Women 25+” is four times more present than the French average in front of the screens.

The effectiveness of the campaign was measured thanks to a brand lift survey orchestrated by Happydemics via the Displayce DSP. Europ assistance thus benefited from an 18-point increase in brand image and 16 points in consideration.

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