+0% website traffic.Recall for a brand that only lives online.

A brand with no shelf needed a place to be seen.

YOXO is Orange Romania's digital-only mobile subscription: a service that mixes the freedom of prepaid with the control of a plan, bought and activated entirely inside an app. That is its strength and its blind spot. A product that lives only on the phone has no storefront, no shelf, and no physical moment where a passer-by simply recognizes it.

The job was recall. YOXO already knew how to find its future customers online; what it wanted was an offline touchpoint that reinforced the brand in the real world and fed back into the digital funnel. Working with the agency Data Revolt on the Blindspot platform, the plan was to put YOXO on the screens its likely customers already pass, and to prove the effect through the brand's own online numbers.

Underground, where attention has nowhere to go

The Bucharest subway was the venue, and the reason is dwell time. A commuter on a platform or in a carriage is waiting, standing still, with little to look at and time to fill. That captive attention is what turns a screen into recall, and it is exactly the moment a phone-only brand rarely gets in the physical world.

Rather than a poster fixed to one wall, YOXO's presence was placed as contextual visual touchpoints that complemented how its customers already move through the day. People who had met YOXO online now met it again underground, so they entered the funnel a step further along than a cold impression would allow.

Bought by the hour, pointed by the data

Blindspot connects over one million digital billboards worldwide and lets advertisers buy them contextually and by the hour, instead of renting a screen around the clock. That is what made this a data-marketing play in an outdoor setting rather than a fixed billboard rental.

Data Revolt read the online behavior of YOXO's likely customers and placed the subway touchpoints to match. Hourly micro-buying let the team test different scheduling windows and keep the spend on the hours that carried the right commuters. Because the same audience could be observed online, the subway exposure was correlated directly with digital KPIs, so it was easy to see what the audience responded to and adjust while the flight was live.

The exposure, and what it moved

The out-of-home side delivered the reach; YOXO's online tracking measured the pull-through. The main metrics the team analyzed were click-to-download, direct website visits, and searches for the brand name. Relative to a comparable period, the results came in above what was projected:

In their own words

Both sides of the campaign describe the same thing: an offline channel wired into a digital-first way of working, measured against the same numbers the rest of the marketing runs on.

Digital-first brands can still own the street

YOXO did not trade its data-driven approach for a billboard; it brought that approach outdoors. Contextual, hourly buying put the brand in front of a captive subway audience during the windows its online data pointed to, and every result was traced back through the brand's own KPIs. The recall showed up where a phone-only brand needs it most: more people typing its name into search, opening its app for the first time, and arriving on its website.

Questions, answered

What was the YOXO subway DOOH campaign?

YOXO is Orange Romania's digital-only mobile subscription, an app-based service that is bought and activated entirely online. Working with the agency Data Revolt on the Blindspot platform, YOXO ran digital out-of-home across the Bucharest subway to build offline recall for a brand that otherwise only lives on the phone. Screens were bought contextually and by the hour, with targeting informed by the online behavior of YOXO's likely customers, so the message met commuters during the long dwell time underground. Across the flight the ads were played 332,757 times and reached 2,179,124 people. Measured against a comparable period, YOXO recorded a 57.80% rise in website traffic, an 18.61% rise in first app opens, and a 23.57% rise in brand-name searches.

How did the campaign work on Blindspot?

Blindspot connects over one million digital billboards worldwide and lets advertisers buy them contextually and by the hour rather than renting a screen around the clock. For YOXO, Data Revolt read the online behavior of the brand's likely customers and placed subway touchpoints to match, then used hourly micro-buying to test different scheduling windows and keep spend on the hours that carried the right commuters. Because the same audience could be tracked online, the team correlated the subway exposure with digital KPIs and saw quickly what the audience responded to. The subway was chosen for its captive attention: riders wait and travel with little to distract them, which turns dwell time into recall. In total the flight delivered 332,757 ad plays and reached 2,179,124 people.

What results did YOXO see, and how were they measured?

YOXO reported three headline lifts against a comparable prior period: 57.80% more traffic on the website, 18.61% more first app opens, and 23.57% more brand-name searches. The out-of-home exposure itself was logged at 332,757 ad plays reaching 2,179,124 people. Because YOXO is a fully online product, every downstream action could be tracked digitally, so the team measured click-to-download, direct website visits, and searches for the brand name, then correlated those digital KPIs with the subway flight to attribute the lift. The results were, in the team's words, beyond what was initially projected. No cost-per-install figure was published for this flight; the reported outcomes are the traffic, first-open, and brand-search increases above.

Why put a digital-only brand on subway screens?

A brand that is bought and used entirely in an app has no shelf, no storefront, and no physical moment of recognition. Subway DOOH gives it one. The Bucharest subway offers long, captive dwell time, so a message has room to land, and Blindspot's contextual, hourly buying meant YOXO could place those screens against the exact commuter windows its online data pointed to. Users who already met YOXO online then met it again underground, entering the funnel a step further along. The proof is in the pull-through: 332,757 ad plays and 2,179,124 people reached translated into 57.80% more website traffic, 18.61% more first app opens, and 23.57% more brand searches, all tracked back through YOXO's own online KPIs.