OYO Indonesia: Budget Hotel Launch Builds Awareness in Tier-2 Cities

The Challenge

OYO Indonesia was expanding into Tier-2 cities — Semarang, Malang, Palembang, and Pekanbaru — where digital ad penetration was lower and local brand recognition was virtually zero.

The Solution

Bus shelter and transit OOH placements near central bus terminals, markets, and university campuses in all four cities, combined with hypermarket entrance screens, drove localised awareness at low CPM in markets where digital was expensive relative to reach.

The Results