Objective:
Ria Money Transfer sought to strengthen brand awareness and engagement across key French cities—Paris, Marseille, and Nice—during a holiday when international money transfers are particularly relevant. The campaign’s primary goal was to reach Arabic-speaking people with highly relevant, strategically placed digital out-of-home (DOOH) ads that reinforced Ria’s positioning as a reliable and accessible international money transfer service. The campaign was executed in partnership with PRODOOH, who designed and led the DOOH strategy, and Adsquare, whose geo-contextual and behavioural data ensured precise audience targeting.
Strategy:
To maximise impact of its campaign, Ria Money Transfer leveraged Adsquare’s geo-contextual and behavioural data, ensuring precise audience reach in key locations. The strategy focused on dynamic, culturally relevant messaging to build trust and engagement with the audience. By combining demographic insights, movement patterns, and high-traffic geolocation data, Adsquare helped Ria optimise ad placements for maximum visibility and impact. PRODOOH managed the DOOH activation, selecting the right screens and optimising creative delivery in real time to align with audience behaviour and movement patterns.
Key Activation strategies used:
- ID-Precise targeting: Reaching Arabic-speaking people in need of money transfer services based on behavioural and demographic data.
- Geo-Contextual targeting:
- Location-aware engagement: Delivering real-time, contextually-relevant messaging in high-density areas with a strong presence of the target audience.
- Audiences in Motion: Ensuring maximum exposure in high-footfall locations with dynamic creative adjustments based on predictive movement patterns.
- Omni-channel readiness: Enabling seamless activation across DOOH inventory with easy DSP integration, facilitated by PRODOOH’s operational coordination.
Execution:
Adsquare Activation enabled Ria Money Transfer to target, engage, and convert potential customers effectively through:
- Strategically placed DOOH screens in high-traffic areas frequently visited by Arabic-speaking people, such as transit hubs and commercial centers.
- Localised messaging tailored to the festive spirit of the holiday, reinforcing reliability and cultural relevance.
- Optimised real-time delivery, ensuring ads were shown at peak hours for higher recall and engagement.
Results:
The campaign successfully exceeded its objectives with a precision-targeted DOOH strategy:
- +13% increase in brand awareness among the target audience.
- +18% improvement in brand favourability, reinforcing Ria’s reputation as a trusted service provider.
Key takeaways:
- Precision audience targeting: Adsquare’s geo-contextual and behavioural data enabled Ria Money Transfer to reach Arabic-speaking people in high-footfall areas, maximising visibility and engagement.
- Culturally relevant messaging: Tailored, festive-themed creatives strengthened brand trust and connection, driving an 18% increase in brand favourability.
- Programmatic DOOH efficiency: Real-time delivery and strategic ad placements led to a 13% boost in brand awareness, showcasing the power of data-driven DOOH campaigns.
Conclusion:
Ria Money Transfer’s holiday-centric campaign exemplifies the power of programmatic DOOH when paired with location intelligence to reach niche audiences with precision. Adsquare’s ID-Precise and Geo-Contextual Activation provided the data-driven targeting and strategic ad placements, while PRODOOH ensured smooth execution and real-time optimisation — a collaboration that delivered outstanding results and highlighted the impact of precision-driven, culturally relevant DOOH campaigns.
Want to learn how Adsquare can help you optimise your next DOOH campaign? Get in touch today!
Client testimonial:
“Ria Money Transfer's campaign exceeded its stated objectives, demonstrating the effectiveness of programmatic DOOH when combined with precise targeting, dynamic creative and ongoing optimization. This success story underscores the advantages and value of programmatic DOOH in connecting with targeted audiences and generating significant impact on brand awareness, consideration and favorability.” - Juan Cruz Tapia, Business Development Lead at PRODOOH