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OYO Indonesia: Budget Hotel Launch Builds Awareness in Tier-2 Cities
OYO Indonesia
4 new cities, 8-week launch
62% unaided brand awareness (post-launch)
3,400 app downloads attributed to OOH
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
4 new cities, 8-week launch
62% unaided brand awareness (post-launch)
3,400 app downloads attributed to OOH
"In Tier-2 Indonesia, OOH is still the most cost-effective way to build brand recognition quickly. Moving Walls Market let us coordinate all four city launches from one dashboard without a local agency in each city."
Ravi Shankar, Country Head of Marketing, OYO Indonesia
Media Owners
Media Owner
SM Mall Network
Nationwide DOOH coverage across SM Malls — the Philippines' most visited shopping destinations with 300M+ annual visitors.
20 screens
View partner →
Media Owner
Pavilion Media Group
Premium mall DOOH inventory across Kuala Lumpur's Golden Triangle, including Pavilion KL and Suria KLCC.
18 screens
View partner →
Media Owner
Changi Airport Media
Exclusive digital OOH inside Changi Airport terminals — reaching millions of international and domestic travellers.
12 screens
View partner →Bundaran Hotel Indonesia Roundabout
Central Jakarta, Jakarta
From USD 1,200/week
2
screens