The Challenge
RHB Bank Malaysia needed to promote its Green Home Financing product in a way that felt as dynamic as the product itself.
The brief was clear: don't just explain sustainability — demonstrate it through the media. That meant delivering a campaign capable of producing over 300 dynamic creative permutations, triggered by real-time weather conditions, across 152 dynamically activated playout windows — with near-instant responsiveness at every switch.
Letting the Weather Do the Talking
The campaign ran across six screens over two weeks, leveraging real-world environmental conditions as the creative trigger. When the weather changed, the creative changed with it — automatically.
Each shift in conditions triggered a new permutation: sunny skies prompted one message about green living, overcast skies another, rain yet another. The result was a campaign that felt intuitively connected to the world around it.
Extending Reach Beyond the Billboard
The campaign didn't stop at out-of-home. Mobile users were retargeted via Mobile Advertising ID (MAID) matching, extending the reach of the outdoor campaign into the palm of the hand — at a fraction of the energy and cost of a traditional always-on buy.
The Results
- +21% MoM increase in home financing searches
- +40% YoY increase in green financing queries
- 300 dynamic creative permutations triggered by real-time weather conditions
The brief was to demonstrate sustainability, not just describe it. The media plan did exactly that — and the results followed:
- -55% reduction in DOOH energy usage vs a typical always-on buy
- 530K Mobile users reached via MAID retargeting — at a fraction of the energy and cost