Maybank Malaysia uses programmatic OOH to promote golfing tournament

IPG Mediabrands Malaysia agencies Initiative and Rapport have collaborated to create Malaysia’s first programmatic Out-of-Home (OOH) campaign with Maybank for the Maybank Championship 2018.The annual Maybank Championship is a golfing tournament created as a platform for players not just from the European Tour and Asian Tour, but to also provide opportunities for appropriately qualified ASEAN players to compete in an international event.To promote this year’s event held between 1st – 4th February, Initiative, the regional media agency for Maybank, together with Rapport, a global specialist network agency in the Out-of-Home (OOH) sector devised a first of its kind programmatic campaign. Targeting high income professionals, business people and golfers, the campaign meant that road users in various locations encountered video copies that combined golfing puns, and changed depending on the weather and traffic situation.This was developed in partnership with PowerScreen, a digital OOH vendor, and combined both online and physical data to programmatically serve the relevant creative to different locations at different times of day.Chai Yen Yen, vice-president of Initiative said, “This was a novel use of the programmatic technology within an extremely traditional medium that is OOH. We wanted to come up with a cutting edge way to bridge technology with the OOH space, and we’re excited to have launched this campaign with Maybank.”Shazlina Mohd Suffian, executive vice president and head of corporate marketing at Maybank said,” We needed a fresh approach to connect with both business people and golfers alike, and this programmatic OOH campaign was a hole in one on that count.”The Maybank championship took place at The Saujana Golf & Country Club, and garnered a good crowd over the four day period. The winner of this year’s tournament was India's Shubhankar Sharma.