A combined experiential activation and digital out-of-home (DOOH) campaign helped Omoda, a new automotive brand in the UK, build awareness, spark engagement, and drive measurable dealership visits. By blending live interaction with data-led insights, the campaign proved how DOOH and experiential activation can work together to deliver lasting impact.
98%
increase in dealership visits during experiential and DOOH campaign
61%
increase in dealership visits post experiential activation
The Challenge
As a new entrant to the UK market, the brand wanted to build awareness and drive engagement. The key challenge was capturing consumer interest and converting it into test drive sign-ups and dealership visits to establish a strong market presence.
The Solution
To maximise impact, Omoda launched a dual-channel strategy that combined experiential activations with digital out-of-home (DOOH). From 10–16 December 2024, both channels ran in parallel across 15 motorway service areas (MSAs). On-site, Omoda vehicles were showcased for visitors to explore, with brand ambassadors providing live engagement and QR codes enabling instant sign-ups and information requests. At the same time, DOOH screens at those MSAs amplified visibility, reinforcing the brand message to passing audiences and supporting the experiential interactions.
After the experiential activity concluded, the DOOH campaign continued until 31 December 2024. This sustained presence ensured Omoda stayed front of mind during the busy festive travel period, extending reach and maintaining awareness well beyond the live activation.
To measure the campaign’s impact, we worked in partnership with ActiveXchange, deploying geofencing technology across the 15 MSAs and Omoda dealerships to track visitor movement. GPS data identified consumers who had engaged at activation sites and later visited dealerships. These insights provided clear attribution and proved the effectiveness of the dual-channel approach.
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The Results
The campaign highlighted the powerful combination of experiential engagement and DOOH exposure in driving consumer action. During the week when both channels ran together, dealership visits increased by 98% compared to the pre-campaign period. This demonstrated how in-person brand interaction, reinforced by high-frequency DOOH messaging, could rapidly convert awareness into real-world visits.
When the campaign shifted to DOOH only, dealership visits still rose by 61% compared to baseline levels. This underlined the value of sustained visibility, showing how continued exposure on DOOH screens kept Omoda in consumer consideration even after the experiential element ended.
Together, the experiential and DOOH activation, delivered a measurable impact, proving the strength of combining human engagement with digital amplification.
