The Moodies
Best Use of OOH Media During COVID-19
Collaboration Winner
JCDecaux Transport – Hong Kong International Airport Advertising – Kam Kee Café Programmatic Campaign
JCDecaux Transport worked with Hong Kong restaurateur Kam Kee Café to boost awareness of its offer in the city to arriving passengers at Hong Kong International Airport (HKIA). The advertising specialist used its new automated planning and programmatic trading platform with HKIA advertising to ensure no budget was wasted and ensure the brand remained top of mind for its target audiences. It helped to activate awareness by displaying customised content, making sure that the right message was given to the right audience at the right time and location. This was possible through the use of JCDecaux’s Airport Audience Measure (AMM) which helps source relevant audience segments and to optimise audience reach. Since Kam Kee Café wanted to target arriving passengers, ads would only be displayed at selected locations when there was a flight arrival. Kam Kee also added one more condition on airing time, which was that it should fall after 2pm to entice passengers to try its signature afternoon tea menu.
The ads showed various signature dishes from Kam Kee Café to introduce the taste of nostalgia, ignite passengers’ interest, especially after taking a flight. Kam Kee also set geographical reminders of its outlet locations, e.g. the Kwun Tong outlet is located just a 30-minutes ride away from the airport, which further enhanced relevance and drew footfall. To help drive traffic, Kam Kee Café included a QR code on the ads. While passengers were waiting for the baggage at the Baggage Reclaim Area, they could scan the QR to redeem a signature milk tea with any purchase in Kam Kee Café. The campaign helped enhance brand awareness, and ultimately brought traffic to its outlets, boosting sales even during the pandemic. JCDecaux said: “It serves as a trailblazer for brands both big or small, local or international to realise the full potential of programmatic trading.”
JCDecaux boosted awareness of Kam Kee Café and its city outlets even at a time of low airport passenger traffic
The Moodie Davitt eZine The Moodies 2021
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