IDOOH, Mai Linh Corporation to deploy 5,000 in-taxi entertainment screens

Out-of-home (OOH) media technology company IDOOH International and Vietnam’s taxi fleet company Mai Linh Corporation have signed a Memorandum of Understanding (MOU) to deploy 5,000 of IDOOH’s in-ride tablet screens.

The agreement will commence with an initial in-taxi screen roll-out to 1,000 taxis by December 2018, followed by another 4,000 vehicles across 50 cities by 2019. The fully interactive 10-inch media tablets will provide high-quality entertainment, information and full e-commerce ability.

For example, IDOOH provided the creative solution to re-introduce Burger King Singapore's King Box campaign by developing an interactive game available in ComfortDelGro taxi screens. Besides the entertainment factor, the game allowed players to get a voucher for Burger King's season-limited King Box and provided the fast food chain with an avenue for email lead generation.

The four-week campaign attracted a total number of 366,533 impressions and 18,588 engagements, translating to an engagement rate of 5% and an acquisition rate of 22% attained through a total of 4,095 emails addresses.

Commenting on the MOU, IDOOH group CEO Mark Forsyth said: "Emerging economies like Vietnam are important for us and this partnership with Mai Linh, Vietnam’s largest taxi fleet, is an opportunity for us to grow our regional network of in-vehicle screens. We look forward to working with them to transform the in-taxi passenger experience and provide brands with an opportunity to reach a growing middle-income segment through our intuitive media technology."

Mai Linh Corporation is IDOOH's third transport partnership in Asia-Pacific, following its tie-up with Micab Philippines in May 2018 and ComfortDelGro's outdoor advertising arm Moove Media in April 2018.

By Muneerah Bee