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.
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.
