Case Study: Boomplay Nigeria Nationwide OOH Brand Campaign

Client Overview

Boomplay is Africa’s leading music streaming platform, offering millions of songs and podcasts to users across the continent. With Nigeria as one of its biggest markets, Boomplay wanted to strengthen brand awareness, reach new user segments, and position itself as the go-to platform for African music lovers.

Campaign Objectives

Increase nationwide brand visibility in Nigeria’s busiest cities.
Drive app downloads and boost user acquisition among urban and semi-urban audiences.
Reinforce Boomplay’s leadership in the African music streaming industry.

Our Approach

Outdoors.ng developed a nationwide OOH advertising strategy designed for maximum reach and brand recall.

1. Strategic OOH Placement

Billboard Network: High-visibility static and digital LED billboards in Lagos, Abuja, Port Harcourt, Ibadan, and Kano.
Transit Advertising: Branded buses, taxis, and tricycles targeting commuters in major commercial hubs.
Retail & Event Proximity: Billboard placements near entertainment hotspots, music venues, and shopping districts to reach Boomplay’s target audience.

2. Creative Direction

The visual campaign used Boomplay’s signature blue and gold color palette, artist imagery, and a bold call-to-action: “Stream the Best of African Music – Download Boomplay.” The design was optimized for quick roadside visibility with minimal text and striking imagery.

3. Audience Targeting

Using location intelligence, we selected sites with high youth and tech-savvy commuter traffic, aligning with Boomplay’s primary user demographic.

Results (8 Weeks)

Brand Visibility: Over 35 million OOH impressions nationwide.
User Growth: +27% increase in app downloads during campaign period (as reported by client) and 1 Billion streams on 7 Artiste.
Engagement Lift: Improved brand recall and higher in-app activity post-campaign.
Market Penetration: Significant growth in semi-urban adoption, especially in Lagos, Abuja,Kano and Ibadan.

Key Success Factors

Nationwide Coverage: Ensured Boomplay was seen in both high-density metros and fast-growing regional cities.
Creative Impact: Bold visuals and artist endorsements captured attention instantly.
Data-Driven Site Selection: Locations were chosen for maximum exposure to Boomplay’s target audience.

Outdoors and Billboards Nigeria Limited

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