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Uber selected XGD Media's 26W billboard at the entrance to Lan Kwai Fong for a programmatic digital out-of-home (pDOOH) campaign — a partnership that won three consecutive Spark Awards for Best Media Campaign in the OOH/DOOH category, as well as the IAB Hong Kong Digital Award Gold for Best Use of Programmatic Advertising in 2022.
The campaign, executed in partnership with media agencies EssenceMediacom and GroupM, shifted away from the traditional media approach of targeting by location alone. Instead, XGD Media and Hivestack DSP used an audience-centric approach, partnering with data provider Vpon to identify Uber Taxi's target audience segments — including daily commuters near petrol stations, public transport hubs, CBD locations, and shopping centres — via audience geofencing and geo-temporal mobile data analysis. The campaign also incorporated weather-based triggers to optimise creative delivery in real time.
The 26W billboard was Hong Kong's first programmatic LED billboard, and the Uber Taxi campaign demonstrated that outdoor advertising can deliver the same precision targeting traditionally associated with digital channels. The Lan Kwai Fong location was a natural strategic fit, reaching an audience that relies heavily on ride-hailing services during nightlife hours, while programmatic buying ensured the creative rotated at optimal times for maximum relevance.
This award-winning collaboration set a benchmark for programmatic OOH in Hong Kong and contributed to XGD Media winning the Spark Award three years running — the only OOH company in Hong Kong to achieve this.
