From awareness to action: How CODY Out Of Home is driving the future of integrated advertising in HK

In recent years, we have observed a significant change in consumer spending patterns. Beyond luxury goods, there is a growing focus on more practical sectors such as F&B, dental services, events and entertainment, as well as fan-led advertising.

This evolving landscape presents a unique opportunity for brands to leverage integrated advertising solutions that cut through the noise, with the help of CODY Out Of Home, an OOH specialist established since 1997.

During an interview with MARKETING-INTERACTIVE, Hilda Cheung, marketing director of CODY OOH, agreed that clients now seek for integrated advertising solutions, combining traditional OOH advertising and digital platforms. “Campaigns featuring high-profile figures, such as football star Christiano Ronaldo’s first CR7 life museum in Hong Kong, exemplify these cross-channel strategies”, she added.

In order to adapt to the evolving landscape, CODY has improved collaboration between creative and media teams to ensure cohesive campaigns across platforms, Cheung said, adding that the agency has expanded its services to provide multifaceted advertising strategies tailored to different client demographics.

“Furthermore, investment in brainstorming sessions has spurred creativity, enabling CODY to deliver diverse solutions that help clients stand out.”

Aside from moving billboards, CODY OOH has been continuously exploring creative ways to help clients promote their brands. In an era that emphasises two-way communication and interactivity, this year they launched a highly interactive product - Motion Academy. This immersive tram tour, created using a party tram, allows participants to experience the client's products firsthand while gaining knowledge in an engaging and fun environment.

For example, CODY OOH and Craft Beer Association of Hong Kong teamed up to present the inaugural "Motion Academy: Craft Beer Edition" in April, inviting everyone to enjoy a unique tram tour as they explored Hong Kong while sampling distinctive craft beers from these talented brewers.

CODY OOH’s commitment to innovation doesn’t end with rolling billboards or immersive experiences such as Motion Academy. In fact, their multifaceted approach to out-of-home advertising extends into exclusive transit media rights that amplify brand visibility across different touchpoints.

CODY's exclusive concession, KMB, serves as a significant tool for brand communication, particularly with the increasing trend of Hong Kong residents traveling north and mainland Chinese visiting the south. The B1 and B9 routes gain importance as they connect key border crossings, exposing millions of travelers to KMB bus body advertisements. This exposure enhances brand promotion effectiveness.

For instance, during the Labour Day Golden Week in May, Hong Kong saw a substantial influx of mainland tourists; between May 1 and 3, 2025, the region welcomed 682,114 mainland visitors, marking a 22.83% increase year-on-year from 2024, according to Hong Kong Tourism Board. In 2024, Hong Kong recorded approximately 766,000 mainland visitor arrivals during the Golden Week, with average daily arrivals around 153,000, a 22% increase compared to the previous year.

While artificial intelligence (AI) technology is rapidly maturing, businesses are exploring how to utilise AI to unlock global opportunities. As such, CODY introduces its unique AI-Sense system, which employs AI to more accurately identify and target audiences. AI-Sense helps businesses enhance their risk management and operational efficiency to face the unstable market challenges.

“AI-Sense is a powerful strategy, as we have a very large demand in integrated creative solutions, we try to use different media assets for our digital campaigns. With insights emerge from multiple channels, offering valuable perspectives for decision-making. Using AI-Sense we analyse data to identify consumer behavior and contextual information."

As the exclusive advertising concessionaire for Hong Kong Tramways and Kowloon Motor Bus, CODY is also capitalising on this to create innovative and impactful campaigns for clients, leveraging different awareness-driven assets such as trams and KMB buses to turn awareness into conversations, she added.

Upon utilising AI-Sense, clients have expressed overwhelming satisfaction, often describing the results as “mind-blowing”, said Cheung. “One exhibition client aimed to boost ticket sales and utilised AI-Sense for their campaign, achieving an impressive 30% conversion rate. For a healthcare product, we generated 500K impressions and achieved a 267% ROI.”

Looking ahead, CODY aims to transform the out-of-home advertising landscape in Hong Kong by seamlessly blending creativity, data, and technology to create dynamic and interactive experiences that resonate with audiences in real-time, Cheung said.

“We plan to push the boundaries of traditional advertising formats by introducing immersive campaigns that capture attention and stimulate conversation. Utilising unique visuals and storytelling techniques, we will reflect local culture and trends,” she added.

CODY will also leverage data analytics to gain a deeper understanding of consumer behaviors and preferences, she added. “This data will inform ad placements and creative strategies, ensuring that our campaigns are highly relevant and impactful.”

By incorporating cutting-edge technologies such as augmented reality (AR) and interactive displays, CODY will create memorable interactions that enhance viewer experiences and provide measurable engagement metrics. It is also committed to sustainability, exploring eco-friendly materials and practices in its future campaigns.

This article is done in collaboration with CODY Out Of Home.