Overview

Toyota required consistent, nationwide visibility to support multiple model launches while defending share of voice against aggressive competition within Malaysia’s automotive market. The challenge was avoiding fragmented exposure and ensuring Toyota remained continuously present across key purchase and consideration environments throughout the year. Visual Retale designed an always-on OOH roadmap to maintain dominance across highways, city cores, and dealership catchments.

Execution

Visual Retale engineered a 12-month DOOH roadmap combining always-on presence with tactical bursts aligned to festive periods and major launches. Using PLAYDOOH’s impact scoring and AI-assisted planning, site selection was optimised around dealership radiuses, premium enclaves for Lexus, and lifestyle or rugged corridors for Hilux and Corolla Cross. The approach prioritised visibility quality — size, angle, dwell time, and competitive separation — over raw inventory volume.

Impact

The always-on strategy delivered sustained dominance across Malaysia’s primary mobility corridors, strengthening awareness, dealership footfall, and long-term brand preference. By maintaining uninterrupted presence throughout the year, Toyota secured consistent share of attention during both peak and non-peak periods. The campaign demonstrated how data-driven OOH planning can outperform traditional buying by delivering greater coverage efficiency and cultural relevance at scale.