As businesses and the market continue to shift towards a new normal, we developed an integrated campaign that turned trending topics into brand impact with OOH-transit media capturing prospects all across the city. To uncover these investing topics, we triangulated data from search behaviour, engagement of financial media news and influencer content, as well as keyword mentions on social media and forums.

It used media in a strategic yet impactful way to capture the attention and create conversations among affluent self-directed investors. The executional technique and use-of-data enabled us to actively respond to market-shaping headlines in real-time. Driven primarily through OOH-transit media, our messages were creatively contextualised to the media type/location, and engagements retargeted with insight-driven content and conversion-driven advertising.

We targeted affluent self-directed investors who were mainly professionals working in Central (the city’s CBD). The OOH-transit media plan focused on high traffic spots in Central where they commute daily.