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Toyota executes programmatic DOOH in Qatar with Elan Group

The Toyota omnichannel campaign achieved 1.3 million impressions in the first week, effectively capturing attention both online and in the real world through Elan Media's DOOH screens.

Toyota Qatar Elan Media

Toyota Qatar, in partnership with Al Abdulghani Motors in Qatar, has become the first automotive brand to execute a programmatic DOOH campaign in Qatar.

The Toyota omnichannel campaign was carried out across the brand’s social media channels as well as across Elan Media’s strategically located DOOH screens in high-traffic areas, delivering tangible results.

The campaign featured a dynamic ad design that evolved throughout the day to be contextually relevant. Developed by the brand’s media agency, Saatchi & Saatchi Qatar, the visuals shifted background colours and design elements to reflect the time of day. Featuring the tagline ‘Elegant from dusk to dawn’, the campaign encapsulated the transition from day to night, enhancing the visual narrative and showcasing Toyota Prado’s timeless elegance.

This inventive touch not only created a visually engaging experience but also ensured the campaign resonated with viewers around the clock, reinforcing the brand’s essence with sophistication and precision.

The campaign achieved 1.3 million impressions in the first week, effectively capturing attention both online and in the real world through Elan Media’s DOOH screens.

 

 

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The DOOH programmatic approach ensured precise targeting and high visibility during peak hours, maximising engagement across key audience segments.

Toyota Qatar’s multi-channel strategy ensured audiences experienced consistent visibility across multiple touchpoints. The dynamic ad design, tailored to change with the time of day, was implemented across outdoor and digital advertising platforms, amplifying the brand’s presence on both online and offline spaces.

Toyota Qatar Elan Media

Earlier this year, Elan Media also delivered premium branding solutions for the Formula 1 Qatar Airways Grand Prix 2024, held at the Lusail International Circuit from November 29 to December 1, 2024.

The outdoor advertising firm offers the largest printing capabilities in Qatar, with the ability to print up to 48 metres in length and 5 metres in width. This includes large billboards as well as intricate installations.

During an interview with Campaign Middle East in 2023, Elan Media discussed the benefits of its partnerships with the country’s leading telecom operator, Ooredoo, which led to the launch of an advanced audience measurement system, InMotion, which relies on real-time and actual data from the country’s telecom network.

This system provides advertisers and agencies with in-depth demographic and impression data, without the need for extrapolation or sampling.

Elan Media also has a full offering of media options, such as cinema, outdoor, in-mall advertising and reaches important radio audiences through its partnerships with Mazaji and Habaeb stations. It also has a large online department that works with advertisers to integrate OOH campaigns with social media and local publishers.