Milkis Digital OOH Campaign in Moscow: Supporting a National Prize Promotion Through Metro and Bus Stop Screens
Drive brand awareness for Milkis among mass urban consumers in Moscow, Russia, and support the client’s national prize promotion during a summer 2025 B2C campaign
Total OTS across Moscow metro and bus stop digital screens: ~23.4 million
Background
Milkis is a popular South Korean carbonated soft drink produced by Lotte since 1989. The brand is known for its creamy milk flavor combined with a light fizz.
For international FMCG brands in Russia, Moscow is the key market for visibility and consumer reach. The city’s high daily passenger flows and dense public transport network make Moscow metro advertising and bus stop digital OOH advertising strong channels for mass-market beverage promotion.
For beverage brands, metro and bus stop screens create repeated contact with consumers during commutes, street movement, and waiting time.
Goal
The client wanted to quickly increase Milkis brand recognition in Moscow and support a national prize promotion among ordinary city consumers. The campaign needed to reach people in the busiest public transport areas, including metro stations, transfer corridors, central streets, embankments, and major avenues.
The project also had legal and technical requirements. Moscow metro screens and city bus stop digital screens followed different advertising rules and approval processes. RMAA had to keep the promotion simple and clear for consumers while preparing separate approved creative layouts for each channel.
The key issue was the QR code. In the metro, it could work as a direct entry point to the Telegram bot. On city bus stop screens, the same mechanic had to be moved from the ad layout to the product can.
The campaign ran from 16 June 2025 to 15 July 2025.
Solution
Strategy
Based on the campaign goals and target audience, RMAA chose a wide digital OOH reach strategy using Moscow metro advertising and bus stop digital screens.
This approach gave Milkis visibility along everyday consumer routes: metro transfers, station corridors, central road traffic, pedestrian routes, and waiting areas near public transport stops. The strategy helped the brand reach everyday consumers repeatedly during daily movement across Moscow.
The media plan focused on three tasks:
- increase Milkis brand awareness in Moscow;
- support the national prize promotion with a clear participation mechanic;
- adapt the creative layouts to the requirements of metro and city digital OOH placements.
Campaign execution
The RMAA team built a custom advertising route and selected specific placement locations with strong passenger, pedestrian, and traffic visibility.
Metro Banners
RMAA placed 20 standard digital screens in high-attention transfer corridors across key Moscow metro stations.
Major Transit Hubs:
- Belorusskaya
- Komsomolskaya
- Kurskaya
- Oktyabrskaya
- Prospekt Mira
Central & Leisure Areas:
- Kitay-Gorod
- Okhotny Ryad
- Tverskaya
- Chekhovskaya
- Barrikadnaya
Student & Business Hubs:
- Mendeleevskaya
- Serpukhovskaya
- Chkalovskaya
Metro creatives included QR codes that led directly to the campaign’s Telegram bot. This helped users move from offline contact to digital participation in the prize promotion.
Bus Stops & City Inventory
RMAA also placed 10 high-impact bus stop digital screens along Moscow’s busiest traffic arteries, central embankments, and major avenues.
The selected locations included:
- Kosmodamianskaya Embankment 4–22
- Novinsky Boulevard 7
- Smolensky Boulevard 22–14
- Valovaya Street 18
For bus stop digital screens, RMAA removed QR codes from the creative layouts. Instead, the ad instructed consumers to buy Milkis and scan the QR code printed directly on the can to join the promotion.
Consumers still had a simple instruction: buy Milkis, find the QR code on the can, and join the promotion.
By splitting the creative logic between metro and bus stop screens, RMAA kept the campaign compliant without changing the consumer journey.
Results
The Milkis digital OOH campaign reached people moving through transit hubs across Moscow:
Daily OTS: 1.4 million
Total OTS: ~23.4 million across Moscow metro and bus stop digital screens
Campaign period: 16 June 2025 – 15 July 2025
Total inventory: 30 digital OOH units
We launched the campaign in full volume and exactly on schedule, with zero delays. Every single ad placement went live correctly and in the precise formats we had agreed on. Even with the strict legal rules for street-level OOH placements, we kept the core promotion running smoothly without breaking the mechanics. In the end, the client was really happy with how we executed the project and with the final results
