Overview

MYDIN sought to drive nationwide participation and emotional connection through a campaign designed to engage shoppers across multiple regions and store formats. The challenge was not simply awareness but sustaining participation at scale while maintaining proximity relevance to MYDIN outlets, ensuring the campaign translated into real-world store engagement rather than passive visibility. Visual Retale designed a retail-first OOH strategy to engineer participation through location logic, phased exposure, and proximity-driven frequency.

Execution

Visual Retale engineered a 9-week DOOH deployment across 40 screens in 11 states, clustered deliberately around MYDIN store catchments and supported by high-traffic highways and urban connectors. Screen selection prioritised routes with repeat weekly traffic, enabling consistent exposure among regular shoppers. The campaign was structured into three data-informed phases — awareness, voting, and results — allowing creative messaging to evolve in step with consumer behaviour. This phased planning ensured OOH functioned not as a static announcement, but as a live participation engine reinforcing in-store and app-based actions over time.

Impact

By aligning clustered OOH exposure with store proximity and campaign phase logic, the execution sustained participation momentum throughout the campaign period. The strategy strengthened store footfall, supported MYDIN Rewards App engagement, and reinforced MYDIN’s positioning as a people-first retailer at a national scale. The campaign demonstrated how retail-led OOH planning — when structured around proximity, frequency, and behavioural sequencing — can drive measurable participation rather than one-off attention.