Overview

MCIS Life operates in a category where visibility alone does not guarantee consideration. Trust, familiarity, and reassurance are decisive factors — particularly among middle-income, urban professionals making long-term financial decisions. The challenge was not reach, but rebuilding brand salience and confidence within priority segments, while establishing a measurable baseline to evaluate true OOH impact. Visual Retale designed a data-led Out-of-Home strategy anchored in audience validation, pre-campaign benchmarking, and sustained exposure to elevate MCIS Life’s presence meaningfully.

Execution

Visual Retale engineered a 10-week DOOH deployment (14 Oct–21 Dec) across 16 strategically selected sites, supported by PlayDOOH.ai audience profiling and impact evaluation. Site selection prioritised urban, commuter-heavy environments aligned with MCIS Life’s core audience: balanced gender representation, predominantly aged 31–40, middle-income earners, and white-collar or government-employed professionals.

The campaign was preceded by a structured pre-campaign survey to establish benchmarks across awareness, familiarity, trust, and consideration — allowing OOH exposure to be assessed against a clearly defined baseline rather than assumptions. This disciplined approach ensured the campaign functioned not just as visibility, but as a measurable trust-building intervention.

Impact

The campaign delivered 82,055,113 targeted traffic and 98,466,136 eyeballs, establishing consistent presence across key urban corridors while reinforcing MCIS Life’s core brand traits — trustworthy, reliable, and affordable. Survey insights indicated positive movement in brand familiarity, advertising recall, and consideration within the very segments MCIS Life seeks to convert. The execution demonstrated how OOH, when paired with audience validation and pre/post measurement, can play a critical role in strengthening confidence and consideration for financial services brands operating in high-trust categories.