Overview

MBSB Bank required targeted visibility across Klang Valley to strengthen consideration among priority customer segments within a crowded financial services landscape. The challenge was not mass exposure, but ensuring the brand consistently reached high-value audiences — urban professionals, SME-linked commuters, and Chinese-majority neighbourhoods — with sufficient repetition to drive enquiry intent. Visual Retale designed a data-led DOOH strategy to maximise relevance, visibility quality, and audience precision across the bank’s core operating corridors.

Execution

Visual Retale engineered a Klang Valley–focused DOOH deployment comprising 30 large-format digital sites across commuter routes, commercial zones, and urban extension corridors. Site selection was guided by PlayDOOH.ai audience modelling, prioritising environments with strong weekday repetition and proven alignment to target demographics. The network achieved an average screen impact score of 71%, outperforming the general Klang Valley benchmark by +10.94%, ensuring each placement delivered above-average visibility, dwell time, and competitive separation. The clustered approach enabled sustained frequency across daily movement patterns while maintaining audience quality at scale.

Impact

By aligning high-impact sites with verified audience composition, the campaign delivered consistent exposure among MBSB Bank’s priority segments — including urban professionals (63%), business travellers and SME-linked commuters (2.7%), and a significant Chinese audience share (30%). The execution strengthened brand presence across key financial and commercial corridors, supported enquiry consideration, and demonstrated how audience-first DOOH planning can outperform location-only buying in driving meaningful visibility for financial institutions.