Hong Kong – foodpanda in Hong Kong has become the first brand advertiser in the market to programmatically utilise the newest Crystal Digital and the Spectacular Digital OOH screens, operated by JCDecaux Transport at the Hong Kong International Airport (HKIA).
Developed in collaboration with Mindshare, GroupM’s global marketing and media network, and Xaxis, GroupM’s outcome media specialist, the campaign will be running over the course of three weeks from 15 July to 4 August 2022. It aims to drive awareness for pandamart, foodpanda’s 24/7 online grocery platform. The creatives were featured across three screens at the airport including one Crystal Digital screen and two Arrival Spectacular Digital screens, reaching passengers who are about to begin their on-arrival quarantine process.
The Crystal Digital Spectacular Digitals deems to be one of the most eye-catching screens at the HKIA arrival hall as they overlook overseas passengers who must queue in line for COVID PCR test formalities before heading to the quarantine hotels. Passengers at the arrival hall have a direct line of sight to on-screen videos and with Xaxis’ programmatic expertise, foodpanda will be able to take flexible campaign planning to the next level and elevate its OOH advertisements, allowing it to dynamically define its screen mix, panel mix, and audience type, as well as set messages to be delivered at optimal times.
Michael Lai, business director at Mindshare, commented that they are thrilled to have partnered up with foodpanda, the largest one-stop-shop delivery platform in Hong Kong to launch their first pDOOH campaign in HKIA this year and deliver dynamic content to global passengers arriving into Hong Kong.
“With Xaxis’ expertise, programmatic brings a whole new level of digital creativity for advertisers and consumers, providing a non-intrusive method for relevant customers and passengers to engage with. It also provides brands and marketers with the flexibility of targeted campaigns in real-time,” said Lai.
According to Xaxis, the collaboration was not HKIA’s first pDOOH campaign as JCDecaux upgraded its digital screens at the ‘luggage belt’ area and at the terminal exits to pDOOH screens in 2021. However, the further upgrade this year landed them the Crystal Digital and Spectacular Digital pDOOH screens in which foodpanda is the first advertiser in the market.
Additionally, the pDOOH campaign catapulted foodpanda into a new era of OOH with programmatic and provided real-time flexibility for foodpanda’s pandamart to curate a captive viewing environment by identifying the audience, location and messages to create an effective, efficient, and brand-safe channel for its campaigns.
Alex Law, marketing director of foodpanda Hong Kong, shared that they are always keen to explore new and innovative ways of reaching their target audiences and are delighted to be the first market advertiser on the Crystal Digital and Spectacular Digital pDOOH screens in HKIA, leveraging the powerful impact of OOH and programmatic capabilities.
“We projected two 10-second videos on the screens by adopting dynamic creative displays to showcase and communicate our quick and convenient pandamart service. We understand the challenges passengers may face during quarantine, and would like to ease the process by providing easy access to basic necessities,” said Law.
Meanwhile, Arnaud Redon, general manager of airport at JCDecaux Transport, said that in addition to its unique geographical position to connect Greater China, Asia Pacific, and the World, Hong Kong International Airport advertising now offers to brands the possibility to target precisely and at scale their most relevant audiences through programmatic-ready large digital screens.
“We’re very excited to enable foodpanda to deliver dynamic and contextually relevant content that resonates with passengers’ needs as they land in Hong Kong,” said Redon.