Blue Insurance’s Programmatic DOOH Campaign Via OMG HK Sees High Retargeting Accuracy


Omnicom Media Group (OMG) Hong Kong’s has announced the results of a recent programmatic digital out-of-home (pDOOH) campaign for Blue Insurance Limited (Blue) saying it “was a resounding success, with the retargeting strategy playing a crucial role.”

Unlike traditional OOH, pDOOH placements serve contextually relevant ads to individuals in the vicinity and allow for retargeting on desktop or mobile, thereby offering Blue more precision in their advertising, said OMG.

OMG added that the high level of accuracy and effectiveness of the retargeting strategy resulted in the discovery that over 90% of the retargeted audience who were near the pDOOH ads were interested in insurance products, and 68% were specifically keen on life insurance products.


“While OOH focuses on reaching a large audience, DOOH prioritises targeting quality. Our goal is to optimise ad spend for our clients by accurately retargeting users on mobile and desktop, ensuring every dollar is spent wisely for maximum impact,” said Jacky Wong, Senior Performance Manager, OMG Hong Kong

Blue wanted to increase the awareness and consideration of Term Life Insurance. To achieve this, OMG Hong Kong understood the need for an innovative approach and proposed a new advertising opportunity – clinic TVs.

Blue displayed digital ads on TV screens in clinic waiting rooms to educate patients on the importance of life insurance while they await their turn for consultations.


“The campaign has enabled us to successfully raise awareness of term life insurance and refundable critical illness insurance among our desired consumer groups,” said Joanne Choy, Senior Manager of Brand, Distribution, and Marketing, Blue Insurance Limited,

“OMG Hong Kong is working with us to review the campaign and offer ways to better utilise retargeting for future initiatives. We are glad to have a partner that understands the importance of innovation and one that equips us with the knowledge and strategies to constantly enhance our marketing efforts.”

OMG added: “This was a great opportunity that leveraged a smaller and targeted setting to capture the attention of consumers who would potentially consider insurance options.”

The 60 clinics targeted were in Kwai Tsing, Kwun Tong, Sham Shui Po, Tsuen Wan, Tuen Mun, Wong Tai Sin, Yau Tsim Wong, and Yuen Long.

OMG Hong Kong also selected specific MTR stations near 14 residential areas in Kowloon and New Territories for ad placements, including Sham Shui Po, Wong Tai Sin, Tsang Yi, Mong Kok, Yau Ma Tei, and Jordan.

The ads were featured on JC Decaux’s (JCD) trackside TVs and new 98-inch Ultra Digital Panels, making Blue the first client to utilise this latest capability.

The panel is also the first digital, 4K panel introduced by JCD for their transport advertising network. Meanwhile, the selected Asiaray bus shelters are in Cheung Sha Wan, Jordan, Kwai Chung, Mong Kok, Tseung Kwan O, Tsuen Wai, and Yau Ma Tei.


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