The Brief
Black Sheep Restaurants is a Hong Kong-based hospitality collective known for innovative, thought-provoking dining concepts. For their “Black Series,” running throughout June and July 2024, we collaborated with StackAdapt to launch a programmatic Digital Out-of-Home (DOOH) campaign in Hong Kong. We aimed to reinforce Black Sheep Restaurants’ brand presence and drive traffic to their venues during this special “Black Series” promotional period.
The Objective
Brand Visibility, Conversions
The Solution
- High-Impact Locations: We selected high-traffic MTR stations—Central and TST—to maximize brand visibility. Each location’s screens offered a limited advertiser rotation (approximately 4-5 brands at any given time), ensuring messaging stood out.
- Creative Execution:
Employed dual-screen formats to deliver dynamic visuals.
Incorporated animated elements, supported by audio where available, to captivate commuters.
- Data-Driven Optimization:
We focused on proximity-based targeting: screens placed within a designated radius of Black Sheep’s restaurants. By monitoring weekly restaurant reservations, sales, and walk-in data, we planned to reallocate impressions and budgets dynamically—shifting delivery from underperforming spots to higher-performing locations in near-real-time. This data-driven approach aligned media spending with actual foot traffic and restaurant capacity.
DOOH Performance Highlights
Trackside
390K Impressions
30K Impressions/ day
Digital Dual Panel
61K Impressions
4.5K Impressions/ day
Key Takeaways
Here are three key takeaways that any brand can learn from this campaign and leverage Programmatic DOOH in Hong Kong as part of your digital marketing strategy:
- Purchase advertising space through automated bidding on ad exchanges and demand-side platforms (DSPs).
- High-Impact Environments: Show your ads in relevant, contextual locations—from airports to city centres like Metro—where audiences are most receptive.
- Cookieless Targeting: Reach consumers without relying on first- or third-party data, ensuring privacy compliance and broad visibility.
- Multi-Channel Synergy: Integrate DOOH into your broader strategy to tell a cohesive brand story across multiple touchpoints.
- Effective pDOOH advertising campaign tracking, evaluation and analysis are needed to optimize results further.
- Flexible placement: Unlike the traditional OOH placements, we have implemented day-parting during our campaign flight to focus the media budget towards peak hours and days.
About Black Sheep Restaurants
Founded in 2012 by Syed Asim Hussain, Black Sheep is Asia’s most compelling hospitality movement. With over 35 brands built on connected storytelling and a deep love for the people, places, times, and memories that inspired them.
At the intersection of art, culture, innovation, and hospitality, Black Sheep crafts narrative-driven experiences that have revolutionised the hospitality industry in Hong Kong, the city it calls home, and abroad.
