KASPI BANK — CS PlayCMSCS ContextSSPOmni360DSP
- 10 / 21 / 42 KMDistance-based messaging
- TIME + DIRECTIONContextual message delivery
- RUNNER MESSAGESSupportive wishes along the route
- 2-DAY LAUNCHFast situational activation
Situational Programmatic DOOH during the Almaty Marathon
The challenge
Create a relevant brand presence during the Almaty Marathon and make digital outdoor communication feel like part of the race itself.
The solution
Kaspi Bank launched a situational programmatic DOOH campaign across RTS-Decaux Kazakhstan’s digital screens along the marathon route. A pool of supportive messages and wishes for runners was prepared in advance, then delivered dynamically depending on race distance, time and direction of movement. Different messages were shown to participants running the 10 km, 21 km and 42 km routes, making the communication relevant to each stage of the race.
The impact
Launched in just 2 days, the campaign turned DOOH screens into a live part of the marathon experience — delivering the right message to runners at the right point of their route.