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Programmatic Digital Campaign on Out-Of-Home Executed in Metro Manila


MANILA, PHILIPPINES – A contextual Digital-Out-Of-Home (DOOH) programmatic campaign that uses traffic and weather triggers to display a variety of menu creatives curated for on-the-road passengers was seen on Metro Manila streets the past month as executed by Moving Walls and local partner Metropolis Media.

To do this, a list of curated creatives were designed to standby, and to be played to suit-the-mood of the day, following weather triggers set up at the physical billboards. The client for this campaign was Foodpanda, the mobile food delivery marketplace.


How it worked for Foodpanda was the intelligent switching of messages depending on time and weather.  For example, if it’s a sunny day, the data platform picks up the temperature and dictates to the computer driving the LED screen to play the Halo-Halo ice cream creatives.  If it is rainy, the data platform again picks up the temperature and dictates to the computer to play the sinigang creatives.

When the pre-morning traffic rush kicks in, the LEDs serve the coffee ad prompting the viewer to pick up his app and order his coffee drink of many choices!

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