DOOH Campaign for the China Taklimakan Rally on Kutuzovsky Prospekt in Moscow
Promote the 2026 China Taklimakan Rally to Moscow drivers and pedestrians through a large-format digital facade on one of the city's main avenues.
Background
The China Taklimakan Rally is a cross-country rally raid that has taken place in Xinjiang, northwest China, since 2005. The 2026 edition ended on June 1 after 17 days and 7,500 kilometers of racing, and nearly 300 competitors from eight countries took part.
Following the race, RMAA Agency took on the task of presenting the rally to a Moscow audience through digital outdoor advertising.
Goal
Our client wanted to put the rally in front of a Moscow audience, but the brief left very little room for maneuver. The contract covered one LED structure and a single day of broadcasting, so the location and the creative both had to work from the first loop.
The content also belonged to a foreign sporting event, while Russian and Moscow rules set strict conditions for outdoor video. The contract required all on-screen text in Russian, and the city's regulations prohibit animation and white backgrounds on media facades at night.
The success of the campaign depended on our ability to secure a high-visibility screen and to deliver materials that met local requirements around the clock.
Solution
Campaign execution
The campaign ran on the media facade at 16 Kutuzovsky Prospekt, which sits on one of Moscow's main avenues and faces a steady flow of vehicles. Its LED surface measures 24 by 8 meters and stays on 24 hours a day. The 15-second spot received one slot in every five-minute loop, which added up to 288 plays per day.
Before launch, RMAA Agency provided the client with the operator's technical requirements. The video had to match the facade's resolution and run without sound. Because Moscow Government Resolution No. 712-PP (clause 4.1.5) treats daytime and nighttime broadcasting differently, the content ran in two formats. In daylight, the screen was meant to play the full dynamic clip. The video opened with the Taklimakan Rally logo and the Russian title "Ралли Такла-Макан."
After dark, the facade was to switch to a static rally logo on a black background, which kept the placement within the city's nighttime rules.
Campaign management after storm damage
The broadcast was scheduled for June 15, 2026, but a thunderstorm damaged the Kutuzovsky Prospekt screen, and the owner of the structure switched it off for repairs. Since the operator could not name a repair date at first, RMAA Agency worked on a backup plan while the work was under way. The team prepared a shortlist of three replacement facades in Moscow and checked one more address at the client's request.
Once the operator confirmed that the facade would be back in service by June 24, the client chose to wait for its preferred location. The operator added two extra days of airtime to compensate for the delay, and the rally video went live shortly after midnight on June 24.
Results
- Three days on air. The rally video ran on June 24, 25 and 26 instead of the single contracted day, because the operator compensated the storm-related delay with two extra days.
- 864 plays in total. The 15-second clip held one slot in every five-minute loop, which amounted to 288 plays per day.
- About 158,000 daily opportunities to see. This figure is the screen operator's audience estimate for the location.
